This case relates to the branding and marketing of the comic book series, which began in 1960 as an educational tool to make children aware of the Indian Hindu mythology, history and culture. By 2010, the Amar Chitra Katha was about 500 titles covering a wide range of topics, but it faces competition not only from international and indigenous comic book company, but with the electronic media, such as children's games and shows on cable television and the Internet. In November 2007, all the Amar Chitra Katha and Tinkle magazine titles were acquired by Mumbai entrepreneur Samir Patil, who created ACK media as an umbrella brand. The company tried to reach his audience through the launch of an Internet portal, the creation of DVD / VCD, filmmakers, based on Amar Chitra Katha comics and placement on mobile platforms, phone, etc. However, such action to shift the focus of the brand from books to electronic media. Shift was inevitable to maintain a stable position in the market and achieve growth, but the leadership wondered how it could and should he keep his presence in the printing market. "Hide
Subhadip by Roy, YLr Moorthi Source: Richard Ivey School of Business Foundation 14 pages. Publication Date: December 19, 2012. Prod. #: W12401-PDF-ENG
