Groz on Local Trail: Expanding Wings in Thin Air

Groz Engineering Tools Pvt. Ltd. is a leading player in equipment and tools market. The company was set up in 1976 at a time when license-permit raj prevailed and it was indeed cumbersome to run businesses. Interestingly, the company chose to look outward and expand its reach in other parts of the world instead of developing a foothold first in domestic market and then going to global markets. Grit and aspiration of the founder of the company yielded results and within a span of 40 years, the company had significant presence in 76 countries across the globe. In a recent strategic meeting, company top brass decided to focus on domestic market. This case explores how the company can develop a foothold in the domestic market which it hadignored for long by being export-oriented one.