From the moment we wake up and until the very end of the day, it is almost inevitable that we will come into contact with a product/service of the Aditya Birla Group. From the neighbourhood hypermarket “More”, to the “Freshwrap” your mother uses to pack your lunch and to the calls you make through your mobile phone service, Vodafone Idea. The Aditya Birla Group, an Indian multi-national conglomerate operating in over 35 countries is one of the earliest businesses to be formed in modern India along with Tata and Reliance. Today the Aditya Birla group has forayed into numerous industries cementing itself as a powerhouse to be reckoned with. What impresses one most of the group is its ability to evolve and adapt with the everchanging business landscape. Take for example, the entrance of Reliance Jio into the telecommunication service provider space. While most incumbents shut shop, Idea partnered with UK based Vodafone to take on the challenge. While the company entered at a time when it was most lucrative for telecommunications service providers, it still remains when the landscape got more competitive.