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  • Sustainability Strategies in a Nascent Market with Brown Living

    • 商品編號：W39458
    • 商品分類：Case (Field)
    • 頁數：6
    • 出版日期：2025-09-01
    Chaitsi Ahuja, founder and CEO of Brown Living, was discussing the firm’s future with her teammates. Ahuja started Brown Living in 2019 with a vision for a zero-waste lifestyle and used a marketplace model to partner with other brands and artisans and offer sustainable products for consumers. It strove to maintain a 100 per cent green supply chain and was guided by its Brown Lens method to ensure accurate green assessments of every product. But it faced challenges, not only from e-commerce giants like Amazon but also emerging sustainable product platforms in the Indian market. Ahuja and her team were contemplating expanding into electrical and electronic products, where the scope of green products was restricted and ways of reducing carbon footprints were limited. Could Brown Living remain sustainable while scaling up the business?
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  • EazyMeals: Not an Easy Task to Manage!

    The summer of 2014 posed challenges for the food start-up, EazyMeals, which operated in the low-cost daily meals segment (lunch and dinner only), catering to the densely populated region of Indirapuram, in the Delhi National Capital Region. EazyMeals catered to the young millennial population of the area, who were looking for low-cost, fresh food that was served in a hygienic way. It also catered to local small businesses, who mostly ordered lunch, and senior citizens residing there, who mostly ordered lunch and dinner. The company’s founder was facing multiple challenges. First, he faced the problem of unit economics: his operating margins per order were barely sufficient to meet his operational fixed costs. Second, even though order volumes had surged, which could have cushioned the overall margins, the demand for quicker deliveries meant faster turnaround times in the kitchen, and this in turn meant investing more on staff and fixed costs to meet customer expectations. Third, he needed a way to bypass the food-ordering platforms (FoPs) that were providing a large chunk of his orders. They operated on a commission basis, which was further eating into his operating margins.
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  • EazyMeals: Not an Easy Task to Manage! - Instructor Spreadsheet

    Spreadsheet to accompany product W34773.
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  • The Vanca: Dilemmas of an E-commerce Entrepreneurial Startup

    The Vanca, an online apparel brand and supplier to online retailers (“e-tailers”) has achieved a fair degree of success by focusing on quality, innovative designs, “fast fashion” and a strong network with its customers. Management is looking to grow the business further; however, there are challenges such as uneven sales across some of its product ranges, maintaining its competitive edge and the threat from private labels being introduced by the industry’s three largest e-tailers. The Vanca’s chief executive officer, a successful entrepreneur, has called a meeting to consider these challenges and to prepare the company’s next growth model.
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