Abstract
Café Coffee Day (CCD) founded by VG Siddhartha, the Visionary who brought revolutionary change in the coffee product in Indian market. This study evaluates the CCD on various components such as its growth, journey of V.G. Siddhartha; marketing strategies for its excellent brand image. Besides, it also focuses on some issues related to his suicide. Reasons are not accurate but these reasons had lot of impact on Siddhartha’s suicide, such as cash flow position he faced during last one and half year. Some of the reasons are debt trap from some of his employees in the organization, money lenders pressure for their payment of debt before the actual date or a political pressure from IT department or a complex organizational structure. However, these reasons severely disturbed him. His life leaves lot of unclarified questions for every corporate in India, where people have to learn something from his life style.
| Original language | English |
|---|---|
| Pages (from-to) | 2209-2214 |
| Number of pages | 6 |
| Journal | Journal of Advanced Research in Dynamical and Control Systems |
| Volume | 11 |
| Issue number | 8 Special Issue |
| State | Published - 2019 |
Keywords
- Capital structure
- CCD
- Debt
- Liquidity
