Redistar Versus Velocity

The case discusses the pitfalls of hasty decisions taken to achieve instant success. The case also highlights how unethical practices erode the image of the organization and sets in malicious culture. The Radiance Group, founded by Sarabhai Karmarkar (1930–2005), one of the largest private sector companies in India, with petroleum and energy as it core business, has always been an ambitious company. Sarabhai, the founder of the company, was a man of high aspirations. Since the very inception of the company, Radiance Industries Limited’s only vision was Profit Maximization. Sarabhai Karmarkar believed in utilitarian philosophy which preaches that end justifies the means. After the demise of Sarabhai, Vithalbhai Karmarkar, eldest son of Sarabhai, became the director of the company. He was an intelligent and sharp minded young man, full of new ideas and energy. He wanted to explore new ideas and diversify into new products and markets. In his haste to make Radiance grow exponentially, Vithalbhai committed many mistakes which proved to be fatal for the brand. The case discusses the setbacks that strategic myopia can lead to. The case further discusses the long-term damage that unethical means can cause. The case emphasizes upon the importance of ethical conduct for gaining customer’s loyalty and trust.