1Postgraduate Student, Postgraduate and Research Department of Commerce (M.Com), St. Xavier’s College (Autonomous), Kolkata, India
2Assistant Professor, Postgraduate and Research Department of Commerce (M.Com), St. Xavier’s College (Autonomous), Kolkata, India
*(*Corresponding author) email id: dutta.sumanta@sxccal.edu
**rounakagarwal.2104@gmail.com
Online Published on 15 June, 2024.
The evolution of the brand as an Iconic field of study, over the past few decades can be viewed as a confluence of perspectives, desires, knowledge, requirements, contributions, principles, methods, and applications of marketing strategies. Therefore, in this study, we try to highlight this past through the mentions made in the regional books by renowned authors to achieve a broad outlook.
The purpose of this study is to highlight and project the overview of the glorious Sulekha Ink existing for 93 years in the Indian sub-continent and its relevance in the present time.
The study is based on secondary sources of information.
This study provides illustrative knowledge to the academicians/ researchers/ Post-graduate students or case instructors to discuss the relevant issues of being sustainable in the long run and reliable to the ever-changing customers’ needs and preferences while being historically age-old.
This case is appropriate for the students pursuing an M. Com (Marketing), MBA (Marketing), and PG Diploma in Brand Management and for participants of Executive programs in management. It can be taught as a part of strategic marketing point of view.
Bengal’s Sulekha Ink, Desires, Knowledge, Perspectives, Resilience
