Grow Beyond Better 2023 Scores High On Creative Innovation

Grow Beyond Better 2023 Scores High On Creative Innovation

The third edition of the Tata Consumer Products case study challenge, Grow Beyond Better 2023 (formerly known as The FNB Challenge), ended with a resounding success on January 25, 2024.

The competition, which started in December 2023, saw the brightest minds from select Indian B-Schools compete across three rounds to creatively solve real problems at Tata Consumer Products, get mentored by TCPL leaders, and win cash prizes and PPIs.

The rounds were purposely designed to help participants refine their ideas and find the best way to ‘innovate today, transform tomorrow.’ Let’s take a look at the competition structure:


Rounds Details
Executive Summary Submissions
  • Registered teams submit 6-slider presentations of their executive summary solutions in the prescribed format. 
  • The top 10 teams move to the next round.
Jury Evaluations
  • The top 10 teams from the first round interact with the jury members and TCPL business heads for their idea evaluations.
  • The top 4 teams move ahead for the Grand Finale.
Mentorship Phase
  • TCPL emerging leaders mentor the national finalists.
Grand Finale
  • The top 4 compete and present their solutions to the jury.
  • The jury comprises TCPL leaders.


This year, the first round received ~330 submissions- a significant jump from the 230+ submissions received in the previous edition.

With each submission, young graduates exhibited a detail-oriented, innovative, and creative approach to problem-solving, making it challenging to select the top ten. After much deliberation, the top ten who made it to Round 2 (Jury Evaluations) were announced.

The Finalists of the Grow Beyond Challenge 2023

The top ten teams got a chance to pitch their ideas to the TCPL jury. Each team fought hard to become a National Finalist, but only the top four advanced to the next round. At this stage, the jury included Deepti Naithani, Mrutyunjaya S, Shubham Saxena, Madhukar Subramanian, Nikhil Sonde, Chhavi Dixit, Smitha Dhanraj and Divya Prakash.

The four finalists received mentorship from TCPL leaders before competing in the Grand Finale. These mentors were Rohan Sridhar, Tanya Bodani, Shubham Duggal, Rahulsoorya, Prateek Goyal and Abhishek Mishra.

The Grand Finale

In the grand finale, each team received 15 minutes to present their ideas and answer jury questions. The time was divided into 8 minutes for presentation, followed by 7 minutes for a Q&A round with the jury.

The esteemed jury included Mr. Tarun N P Varma (Global Chief Human Resources Officer), Mr. Tanmay Prusty (Vice President, Marketing, National Brands), Mr. Vivek Jain (Vice President & Head, Modern Trade), and Ms. Akansha Dixit (Vice President, Planning, Product Supply Organization).


Grow Beyond Meet The Jury


The jury evaluated each team’s idea on three parameters:
a) The depth of research,
b) The novelty & scalability of the concept,
c) The financial viability of the proposal.

The winners were competing for cash prizes worth INR 3 lakh and a chance for Pre-Placement Interviews. The tough competition saw noteworthy presentations from all teams, but ultimately, Team Pitchers from XLRI Jamshedpur emerged as National Winners.


Grow Beyond Better Winners


Check out how their journey unfolded- Click here to access

With the challenge, the FMCG giant once again showed its ability to marry innovation with creativity and sustainability, growing ideas for a better future.

Watch the complete Grand finale here:

Link to the video on YouTube