Tag: Case study on legacy brands in India
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The Legendary Story of Old Monk: From Market King to Near Oblivion and Back Again
Introduction Old Monk, India’s most iconic rum, is a legacy brand that has withstood both socio-economic challenges and fierce competition. Launched in 1954 by Mohan Meakin Ltd., this dark rum became synonymous with the country’s drinking culture. Yet, despite dominating the Indian market for decades without any formal advertising, Old Monk faced significant setbacks in…