![]() |
Israel-based Ahava Dead Sea Laboratories: Operating in a Hostile Business Environment
![Case Details](images/details.png)
![Case Introduction 1](images/intro1.png)
![Case Introduction 2](images/intro 2.png)
![Case Excerpts](images/excerpts.png)
About Ahava
A spa technician from Israel, Ziva Gilad (Gilad), noticed how the tourists were scooping up mud from the Dead Sea, bottling it, and taking it with them. Gilad and a few of her friends from a kibbutzim nearby set up a small stand, packed the mud and salt from the Dead Sea into plastic bottles, and sold them to tourists. They set up a company and created face and body rejuvenating products using the water and mud from the Dead Sea. They then sold the products under the brand name ‘Ahava' (love in Hebrew). They expanded the business and started selling these at various outlets across Israel. Initially, Ahava targeted tourists who visited the Dead Sea. Slowly, the brand expanded and was sold through pharmaceutical chains, local stores, and duty free shops across Israel. ....