Aditya–The Solar Shop: Social Entrepreneurship at the Crossroads

In July 2016, Community Sponsorship Organization opened a retail outlet in Kochi, Kerala, India, called Aditya—The Solar Shop, which sold energy-saving and solar-powered products. The shop was opened with the support of the Indian government’s Ministry of New and Renewable Energy for a limited period of two years. After that time, the shop would have to find its own means for sustainability. The shop helped support the local community by operating as a commercial business. However, Aditya—The Solar Shop was facing several business operation challenges, including reaching an agreement with manufacturers of solar systems on quota allocation, increasing sales at the shop, and determining how to provide after-sales support to customers.

This case is designed for use in undergraduate- and graduate-level courses on entrepreneurship, business policy, social entrepreneurship, and business ethics.<br><br>Many cases discuss issues related to profit-based businesses having to become more socially responsible. This case, however, presents students with the opposite scenario—a social enterprise has to learn to operate more like a commercial business operation while retaining its social status and commitment. <br><br>The main focus of this case is the complexity of creating and sustaining a social venture, which requires balancing social and business goals. Students are asked to understand the constraints and opportunities that social enterprises must navigate while trying to achieve business and financial goals. <br><br>After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the concept and goals of a social enterprise and how it differs from a business enterprise. </li><li>Identify the importance of a social mission and its need to add an income-generating component. </li><li>Examine how social enterprises can assist local economic recovery and sustainable development. </li><li>Learn about decision-making in the social sector that concerns aspects of human relations more than profitability and the bottom line. </li><li>Develop a business strategy and marketing plan for a social enterprise. </li><li>Identify the challenges facing a social enterprise and prepare a marketing plan that encompasses its overall strategy for survival.</li></ul>

• Solar, Social entrepreneurship