Industry Institute Partnership Cell, NMIMS Mumbai

presents

CONVISAGE 2020
powered by
Greetings, future leaders!
• Welcome to Convisage 2020 powered by Joy e-bike, one of India’s
biggest and most prestigious case study competitions, brought to you
by Industry Institute Partnership Cell, NMIMS Mumbai.
• We are Joy e-bike, one of India’s leading electric two-wheeler
manufacturers, and this year we have brought for you an interesting,
yet demanding, live case that promises to test your mettle to the hilt.
• A hotly contested space, the crème de la crème from the most
reputed of business schools are locking horns for the glory that is a
prerogative of only those who defy all odds and emerge victorious.
Are you game?!
Meet our parent organisation, Ward Wizard.
• A reckless pursuit of economic growth, and an insatiable need for material
consumption, have catapulted us in the midst of an unprecedented
environmental crisis.
• Ward Wizard did not like where we were headed and, therefore, it decided
to play an active role in changing the course of our journey.
• Ward Wizard understood very well that one of the greatest enemies of our
time–pollution–could be fought only with one of the greatest weapons at
our disposal–technology. And so, it began by creating India’s own brand of
innovative, eco-friendly consumer durable goods, VYOM.
• VYOM’s wide range of electronic products, such as alkaline water ionizers,
air purifiers and refrigerators, have been a grand success with the
consumers, and they have certainly helped bring about a positive change in
the society.
Now, allow us to introduce ourselves.
• Buoyed by the grand success of VYOM, Ward Wizard then turned its
attention to fighting another source of massive pollution–transportation.
And to this end, it founded Joy e-bike about four years ago.
• Despite a multitude of failed attempts by various industry giants, Joy e-
bike, with its tag line of ‘Solution to Pollution’ and its wide range of zero-
emission, electric two-wheelers, is successfully helping our nation remain
aligned with United Nation’s 13th sustainable development goal about
climate action by adapting to climate change and achieving sustainable
mobility, one commute at a time.
• As the only Indian manufacturer with more than eight models of stylish,
affordable and state-of-the-art electric two-wheelers, Joy e-bike has quickly
risen to fame and become one of the leaders in the industry.
Here’s a little more about who we are.
• We have won numerous prestigious awards for our work.

• And we have showrooms in most of the major Indian cities, such as

Pune, Bangalore, Chennai and Gujarat, and we are always expanding.

• With 50+ channel partners, 100+ professionals and 300+ executives,

both VYOM and Joy e-bike have become industry giants.

• To find out more about us, you can always visit joyebike.com.
And these are the products we are proud of.
This is what our industry currently looks like.
• Despite the recent woes of the Indian automobile industry, India
remains one of the largest automobile markets in the world.
• Two-wheelers dominate the domestic automobile market, having
taken the lion’s share of 81% of the nearly 25 million vehicles sold in
FY18.
• Increasing government support, strong technological advancements
and a growing concern about environmental deterioration have
begun to tilt the balance in favour of electric vehicles.
• The sale of electric vehicles in India is poised to rise significantly in the
future and this invaluable space has already started attracting fierce
competition from both domestic and foreign contenders.
And this is where you come in.
• Now that we have established ourselves in urban India, expanding
into the rural parts of the country is the next obstacle that we want to
overcome.

• And we are certain that by leveraging our strengths, we would be able

to cater to the needs of the people in the promising, yet untapped,
rural Indian market.

• Your Problem Statement: Develop a go-to-market strategy for Joy e-

bike to expand into the rural Indian market.
While you’re at it, pay good attention to this.
Within the context of rural India
• awareness of electric vehicles in general, and Joy e-bike in specific
• inadequacy of the electric infrastructure, and the infrastructure that we
could create for the convenience of our customers
• affordability of our products, and the schemes that we could create to
bring potential customers into the fold
• development of appropriate distribution channels, such as small
warehouses, dealers and sub-dealers
• development of our after-sales support capability (including, for example,
training of technicians by the technical team)
• and development of our strengths, and how we could leverage them to
create a sustainable competitive advantage
But don’t forget this either.
Your suggestions should
• be relevant to who we are
• be innovative, yet remain rooted in reality
• be scalable, but remain cost-effective and utilise the budget in an
optimal manner
• offer sustainable growth and assist us in empowering 55,000
enterprises for prosperity
• reflect the thoroughness of your research and analysis
• and set you apart from your competitors
Just one last thing before you go.
• Each team can submit only one entry.
• Each team would submit a case analysis/solution as a PowerPoint presentation, comprising of 10-
12 slides (including illustrations, but excluding Table of Contents, Cover page and Appendix, and
using Arial font, 14-point font headings, 12-point font content and 32cmx19cm slide).
• The title of the PowerPoint presentation should be Convisage_TeamName_CollegeName.
• The first slide of the presentation must comprise of an executive summary of the solution. The
executive summary should be limited to one slide only.
• Other files (Excel, Word, etc.) must be attached with the same naming format.
• The presentations should be sent to iipcell@nmims.edu.in; the subject of the email should be
Convisage_TeamName_CollegeName.
• There is no predetermined structure to analyze the case. Participants are free to use any format
which best illustrates, and convincingly conveys arguments for, their case analysis/solution.
• Wherever necessary, the participants must acknowledge their sources of information.
• For any further queries, please send an email to either iipcell@nmims.edu.in or the POCs, Gaurav
Korwani (gaurav.korwani62@nmims.edu.in) and Kunj Shah (kunjshah03@nmims.edu.in).
We look forward to hearing from you soon.
• You have time till 6 PM on Sunday, 23rd February 2020 to send us your
submission.

• If we like your suggestions, we would like to meet all of you on

Sunday, 1st March 2020 at NMIMS Mumbai in order to discuss your
ideas in further detail.

• We hope that this conversation marks the beginning of a mutually-

beneficial engagement, and we wish you good luck in your endeavour.
And now it’s time for you to begin!
Appendix
You may find this to be useful.
• Advantages of Joy e-bike
• contains a removable Lithium-ion battery
• offers a long battery life of approximately 5-6 years
• uses a normal plug for charging
• presence of distributors across the country
• equipped with a reverse gear and an anti-theft system
• consumes very little electricity per charge
• low running cost of approximately 21 paise/km

• Our target group consists of people in the 15-60 age group from the
A, B and C socio-economic classes
And this too.
• Criteria for creating distributors
• availability of 750-1000 sq. feet of area
• minimum investment of INR 10-20 lakh, depending upon city and transportation
charges

• Criteria for creating dealers

• availability of 400-500 sq. feet of area
• minimum investment of INR 5.5 lakh

• Criteria for creating sub-dealers

• availability of 250-300 sq. feet of area
• minimum investment of INR 3 lakh