LAUSR

Sustainability has become one of the most powerful tools of shaping industry dynamics. This study aims at understanding the aspects of firm competiveness and key dimensions of sustainability in the air cooler industry in the Indian context. Using the case of Symphony, authors have adopted the 'triple P' framework and proposed an additional pillar of portfolio expansion for business diversification. Systematic review of literature and multiple data points allowed for thick description of the case. This study reveals the one product strategy of Symphony would call for diversification in long run. Symphony needs to achieve wider portfolio to enhance market visibility and expand addressable market through alliances that would also overcome challenge of seasonality. By integrating innovation perspective and internationalisation, this study provides initial foundations to build new knowledge and reflect upon for future research.