Mother Earth: Great Design, Great Values

The case "Mother Earth - Great Design, Great Values" can be used in a Competition and Strategy course to illustrate a firm employing a focused differentiation strategy and to explore the growth and execution strategies employed by the firm. The case also has a specific focus on the bottom of the pyramid and can be used to study sustainability issues in electives pertaining to Corporate Strategy and the Environment and Social Enterprises. Besides this, the case can also be used in entrepreneurship and marketing courses. The case describes the journey of Mother Earth (ME) since its inception as a company that believes in social sustainability and aims at discussing the strategic challenges at the end of 2010. The focus at the beginning was to utilize market mechanisms to create demand for Indian craft both in India and globally. The export markets turned out to be inconsistent in terms of demand and the financial downturn further aggravated matters; hence ME shifted its focus to expand domestically. The focus was now on giving artisanal products a new contemporary identity with better design and increased utility. ME had achieved significant growth over the last couple of years but was yet to turn profitable. With investment from Future Group, the company is poised for rapid expansion in the local market with significant efforts on building the brand ME and what it stands for.

• Social entrepreneurship
• Marketing
• Corporate social responsibility
• Strategy