Women and Entrepreneurship
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Case Details:
Case Code : LDEN013
Case Length : 13 Pages
Period :
Pub Date : 2003
Teaching Note : Available
Organization : Mahila Griha Udyog, Balaji Telefilms Limited, Biocon
Industry : Varied
Countries : India
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Introduction Contd...
Her business intention was to draw the attention of the world
towards the natural system of ayurveda, which she managed to do
successfully. The women of Shri Mahila Griha Udyog Lijjat Papad inculcated a
spirit of entrepreneurship among semi literate women. These women were able
to overcome social and educational constraints to establish an extremely
successful business model. By so doing, they set an example for other women.
Successful Women Entrepreneurs
Ekta Kapoor
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Ekta Kapoor was said to be the face and brain of Balaji
Telefilms Limited (BTL),1 and was almost solely
responsible for the phenomenal success of most of BTL's serials.
According to Ekta, her childhood was “materially easy but
emotionally difficult.” As a child she was extremely obese and suffered from low
self esteem. She was a poor student and was happy to get by with the minimum
pass marks.
Even as a child she was an avid television watcher and spent most of
her free time glued to the TV. She felt guilty about letting her parents down,
but was unable to do anything about it.
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The turning point in Ekta Kapoor's life came in the early 1990s when a non
resident Indian, Ketan Somayya, approached her father and requested him to
make some software for the channel he wanted to start. Ekta's father asked
her to take up the responsibility of making the software. Consequently, Ekta
Kapoor made six pilots, of about three episodes each, at a cost of about Rs
0.5 million.
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The proposed channel, however, did not fare well and had to be sold to Zee
TV.2 Not wanting to waste her efforts, Ekta Kapoor started looking for other
buyers for her pilots. She was not successful in finding buyers for the
first pilots, but her father came to her rescue and gave her more money to
make more pilots. BTL was set up in 1994 by her father. Mano Ya Na Mano,
(Believe It or Not) BTL's first serial was telecast in 1995. This was
followed by Dhun Dhamaka (Musical Explosion), a music based show aired on
Doordarshan, which was moderately successful. The first major success came
with Hum Paanch (We Five), a comic sitcom about 5 girls and their harassed
parents, which ran for 5 years on Zee TV. |
Excerpts >>
1]
BTL was set up in 1994. It is a major content provider to a number of prominent
channels like Star Plus, Zee TV, Sony Entertainment Television, etc.
2] Zee Telefilms Limited is promoted by Subash
Chandra, one of India's leading entrepreneurs. It is India's largest vertically
integrated media and Entertainment Company.
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