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Vishwa Foundation: Propagating the Ancient Wisdom of Holistic Well-Being

內容大綱
The international Vishwa Foundation (Vishwa), based in India, was started four decades ago to promote holistic healing and wellness based on the tenets of swaasthya and ancient Ayurvedic texts. Vishwa had revived the Vedic tradition of Agnihotra, or fire-offering, a daily ritual performed at the auspicious hours of dawn and dusk. The organization offered spiritual products that used Agnihotra ash as a key ingredient, offering a unique and traditional approach to personal care and wellness, and had some success. In July 2022, the president of Vishwa wanted to expand the product market by promoting Vishwa’s products as natural, eco-friendly, and holistic solutions for consumers' health and wellness needs. He was aware that Vishwa faced several challenges, including a weak distribution network and a lack of branding compared to its competitors, and he needed to explore alternatives for the company’s growth and implement the changes soon.
學習目標
<p align="justify">This case study is suitable for undergraduate and graduate modules on marketing management and entrepreneurship. This case study highlights challenges in the wellness industry in emerging markets. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Explain the importance of the wellness industry, and identify key drivers in the industry.</li><li>Identify ways to achieve a sustainable competitive advantage in the highly competitive wellness industry.</li><li>Perform a strengths, weakness, opportunities, and threats (SWOT) analysis to examine the environment, and suggest suitable business strategies for an organization operating in the wellness industry.</li><li>Examine the role of personal branding and purpose-driven branding in building sustainable organizations.</li><li>Identify new ways to innovate in the wellness industry to support growth in the Indian market.</li></ul>
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