How Aditya Birla Group created a new marketing culture

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

In 2010, the Aditya Birla Group (ABG) faced a daunting challenge: After a decade-and-a-half of growth – prosperity that drove revenue from $2 billion two decades ago to $41 billion in 2016 – the very nature of the Mumbai-based conglomerat

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