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ManagementBrand PositioningSports & ApparelIntermediate2015
Adidas: Yeezy Collaboration
The challenge
Ritesh Agarwal started OYO in 2013 at age 19 after sleeping in hundreds of Indian budget hotels. The budget hotel sector was chaotic — inconsistent quality, unpredictable experiences, no online booking. Travelers had no reliable way to book affordable accommodation.
The strategy
OYO's model was not to own hotels but to partner with existing hotel owners, standardize their properties to OYO specifications, and list them under the OYO brand. Technology would handle booking, pricing, and operations management.
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Try the full case free →Key lessons (preview)
- Aggregation with standardization can create brand value without owning physical assets.
- Technology can solve the quality consistency problem in fragmented service industries.
- Dynamic pricing from hotel tech companies like OYO brought revenue management to budget hotels.