Agarwal Packers and Movers Limited: Relocating Emotions
In September 2018, the leadership team of Agarwal Packers and Movers Limited (APML) gathered for a meeting at the company's headquarters, located in the heart of New Delhi, India. The founder was considering whether the company should go public by the end of 2019. Since APML's inception in 1987, the team had worked hard to create a healthy brand recall, establish customer loyalty, and build a robust financial base. However, in the 18 months leading up to the intended initial public offering, the founder needed to consider two key questions: How could the company create and maintain service differentiation in an industry characterized by low entry barriers and limited pricing flexibility? How could it deliver quality service to retain customer loyalty? Anupama Prashar is affiliated with Management Development Institute.