Greenkraft: Ensuring Sustainability During and Post COVID-19

Greenkraft Private Limited (Greenkraft) supplied artisanal products to global clients and was an India-based not-for-profit organization. The company worked to address the socio-economic needs of artisan women. For 800 women workers, the Greenkraft production unit symbolized independence and pride, motivating them to work and deliver quality output. During the COVID-19 pandemic, Greenkraft was compelled to adopt home production to supplement production unit operations to fulfil its supply obligations. With the rapid spread of the COVID-19 Omicron variant in January 2022, Greenkraft’s management had to choose a production and fulfilment strategy in the new normal. They considered adapting production unit operations with the COVID-19-related protocols, changing to complete home-based production, or adopting a hybrid model with part production unit and part home production. The change in the production strategy impacted Greenkraft's business viability and producers’ livelihood, needing careful thought and implementation.

This case can be used for teaching post-graduate students in management. It lends itself to use in a core strategy course, or in a social enterprise course. It can be used in social sector training programs as well. Specific learning outcomes could be value creation, business models, and requirements for sustainable business operations. The case provides a rich contextual background to understand the need to adapt the business model, maintain the motivation of the workers, and deliver on customer requirements simultaneously to sustain a business in a changing market environment. After working through the case and assignment questions, students will be able to do the following:<ul><li>Explain value creation for the customers and business model in the social sector.</li><li>Identify the operational implications and business impacts of home production and hybrid operations.</li><li>Define the relevance of a production unit and its psychological impact on the workers' lives.</li><li>Understand the challenges of management decision-making under the condition of an uncertain business environment.</li></ul>

• social sector
• value creation
• business models
• sustainable business operations