Fluorescent Group: Blue Ocean Shift
Fluorescent Group (Fluorescent) was an Indian company specializing in manufacturing filament products that were used in incandescent light bulbs. It had been a market leader for over 30 years, and by 2017, it had seven group companies and over 400 employees. Its filament products were exported to 15 countries and sold in the domestic market. However, the group's chief managing director had begun to embrace the concept of wellness and believed that the wellness industry might be an attractive future business option, since it offered ideal remedies for people leading hectic and stressful lives in the large cities of India.
Changes in the lighting industry meant the market for Fluorescent's filament products was in decline and was no longer generating profits. Should Fluorescent simply adapt to the changes in the lighting industry and manufacture LED-related products? Or should it support only a few custom orders for the lighting industry while venturing into the manufacturing of blue water equipment? Alternatively, should it consider exiting the lighting industry entirely and manufacturing only wellness products like blue water equipment or rejuvenation centres? Vishnu Chandar Venkatesh is affiliated with Management Development Institute. Veeresh Sharma is affiliated with Management Development Institute. Jyotsna Bhatnagar is affiliated with Management Development Institute.