The subject has been of much interest and definitely entails a lot of research. However I have arrived at some conclusions based on primary studies through my experience. Initially let us try to understand the environment under which the British firms operated which could help us arrive at a few answers . Supplier ’s Market : Spices, Tea and Jute were shortage commodities.The First and Second World War further led to spurt in demand. The British mercantile firms in India were never under pressure to create customers or brands. Lack of pressure to create brands : Since the business was essentially driven by volume with decent profit margins there was no reason to create brands and up the profitability further. Cost Structure and Overheads : The British organizations had abnormal profit margins and were willing to share the same with employees.The economy was mainly supply driven and ability to retain employees in remote locations was a key challenge.Hence there was no r
