The Rise, Fall, and Rise Again of Parikarma Events

The case tracks the roaring success of the Parikarma Events, a leading event management company in India, and how it transformed the company which, until then, had been relatively unknown beyond their local arena, into celebrities’ first choice. This case study is about Mr. Ashish Kalra, who wanted to do management degree and work in a multi-national company but hardships forced him to handle his family’s own business. The one who always wanted to be away from his family business of ‘Tent and Catering’, not only handled the business but became an example for budding entrepreneurs by transforming business into one of the largest Indian event management companies. The person who did not study management concepts was not only successfully implementing in his event management venture but also training his associates the key success factors of planning, organizing, and execution. Ashish did and experimented all that could take his venture to next levels and fulfill his family’s desire of not letting his family business die. Ashish gave up all of his likings, social life, friend circle to outshine in the entrepreneurial voyage. Several adversities came his way to break his morale and derail his entrepreneurial journey, but Ashish stood without fear. Every time, he faced them and stood up to a new courage and zeal. The case elaborates Ashish’s flamboyant personality, go-getter attitude, and risk-taking outlook which pushed him into diverse entrepreneurial initiatives. Mediating character of dreams and revelation are also discussed as an inevitable resource for the success of an event management business which runs on very thin margin.