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The Himalayan Chocolate: Brand Extension for Social Enterprise
The Himalayan Chocolate is a start-up brainchild of Rohan Keshewar. Stuck in Manali during the Lockdown, Rohan stayed with a family in their homestay facility. While interacting with the host family, Rohan discovered that the locals had two primary sources of income: working at a nearby farm and tourism. Apart from that, they did not have any other source of livelihood. Owing to his skills in making chocolate, he made his first batch of chocolate for the host family using local food ingredients. It began the journey of The Himalayan Chocolate with a bit of start-up investment, raw chocolate, and unique local flavors. Rohan named the brand The Himalayan Chocolate to suggest a chocolate made by the Himalayan people using local ingredients. -
Maisha: Are Social Media Marketing and Sales Promotion Enough for a Lifestyle Brand to Grow?
Maisha by Esha, a fashion-and-lifestyle brand based in Ahmedabad, India, was founded in 2018 by Esha Shah-Vora; her father, Nayan Shah; and her husband, Neel Vora. The brand’s customer-centric approach was instrumental to Maisha’s growth and a guiding principle as the company aimed to reach ₹1 billion in sales. In 2024, Shah-Vora faced the dilemma of whether to transition from a family-managed set-up to a professionally managed organization to achieve this ambitious goal. Should she expand the product line, which consisted mainly of a variety of tie-and-dye bags? If so, what should the extension strategy and the new brand architecture be? Would Maisha’s successful Instagram be enough to achieve the revenue goal, or should she consider using other promotional tools?