This case describes the entrepreneurial journey of two college friends — Anchal Taatya and Abhiram Nukalapati. While studying at IIM Ahmedabad, they saw an opportunity for aggregating credit card discounts and launched a pilot in February 2019 under the name Circles. Circles helped discount seekers and credit cardholders to connect and make transactions. Case A outlines their journey until the launch, where they faced the dilemma of choosing between a B2B and a B2C business model. Case B outline
Circles (A)
Updated: Nov 23, 2022
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