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Fresherry: A Market Selection Dilemma
Nikhita Tuli; Harish KumarCase IVEY-W32664-EEntrepreneurship, MarketingVikrant Kadian founded Cherrygrocer Pvt. Ltd. (Fresherry), an online app and delivery service for fruits and vegetables, in February 2021 in Gurgaon, India, and was joined in the venture by three friends. In January 2023, Kadian was still the majority shareholder. The venture promised its customers better prices, convenience, an alternative to physical inspection of the produce, and traceability. However, the company had no defined target market ...Starting at €8.20
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Teachmint: Competitive Positioning in India's EdTech Industry
Nancy Gupta; Abhishek Narain SinghCase IVEY-W28535-EEntrepreneurship, StrategyIn 2020, the tuition and coaching industry in India was severely hit due the COVID-19 pandemic and subsequent nationwide lockdowns. With physical classes suspended, many private tutors and coaching institutes closed their businesses. Teachers and educators found limited options for conducting classes online, and it was challenging to manage and monitor teaching-related activities. Founded in May 2020, Teachmint, the Bengaluru-based education tech...Starting at €8.20
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Payal Novelty Bindi: Cultural Product or Fashion Accessory?
Ramesh Avadhanam, Vinit Dani, Vani HarpanahalliCase IVEY-W34574-EEntrepreneurship, MarketingThe bindi brand Pearl Eyeflax was marketed by micro organization Payal Novelty Private Limited (PNPL), based in Bhubaneshwar, India. A bindi had rich traditional importance and was historically a critical part of the attire worn by women in India. However, over time the bindi had evolved to become more of a fashion accessory. With the rise of fusion fashion and growing international popularity of the bindi as a fashion accessory, the director of ...Starting at €8.20
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Merafuture: Building an Ed-Tech Start-Up in Pakistan
Zunaira Saqib, Madiha Gohar, Ayesha AbrarCase IVEY-W34302-EEntrepreneurship, StrategyMaria took a final glance at the company accounts, then closed her laptop. On New Year’s Eve of 2022, she had mixed emotions reflecting on the journey of the past two years. In just fifteen days, it would be Merafuture's two year anniversary as a registered company. 2020 and 2021 were anything but normal for the world, and it was no different for Merafuture. In August 2021, after struggling for the first year and a half, the company began to show...Starting at €8.20
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Circles.Life at a Crossroads of Growth
Alcacer, Juan; Wong, AdinaCase HBS-723404-EEntrepreneurshipIn June 2022, the founders of Singapore mobile operator Circles.Life had a crucial decision to make. Circles.Life developed a new business model in mobile telecommunications-a digital telco-built around its proprietary operating system. After expanding its brand in several countries, the company received interest from traditional telcos to license its operating system to create their own digital telcos. While the B2B opportunity was more economic...Starting at €8.20
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RideAlly Travels Pvt Ltd: Seeking Growth
Priyanka Laskar; Ashutosh SarkarCase IVEY-W32347-EService and Operations Management, StrategyRideAlly, a ride-hailing platform headquartered in Bangalore, India, catered to the business-to-consumer and business-to-business segments. It operated in Bangalore and Hyderabad. Hariprakash Agrawal, the chief executive officer and founder, needed to devise a plan to sustain the business in India’s highly competitive ride-hailing market. It was time to think about scaling up the business, which needed significant investment and the right strateg...Starting at €8.20
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Sahyadri Farms: Growing in the Agritech Field
Preeti Jain; Jyotsna Bhatnagar; Narain GuptaCase IVEY-W28518-EService and Operations Management, StrategyThe farmer producer company (FPC) Sahyadri Farmer Producer Company Ltd. (Sahyadri Farms) commenced with a mission of safeguarding fair compensation to the small landholding farmers of India in exchange for their produce and hard labour. Sahyadri Farms was a market leader in grape exports, especially to Europe, but when export freight charges shot up dramatically due to the unprecedented COVID-19 pandemic in 2020, the company was forced to enter i...Starting at €8.20
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St. Gianna Healthcare: Service Management
Joshin John; Neetha J. EappenCase IVEY-W33857-EDecision Analysis, Service and Operations ManagementSt. Gianna Healthcare (SGH) was a community health centre located in Kochi, in the southern state of Kerala, India, offering government-approved medical checkups and health certifications, specialist consulting services in obstetrics and gynecology, and dental care. SGH’s medical administrator was concerned about service management issues at the clinic in recent months. While there had been a recent increase in patient numbers, she was concerned ...Starting at €8.20
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Camncloud: Hiring Impasse in a Start-Up
Nobin Thomas; Dr. Swatantra; Irene JohnsonCase IVEY-W34185-EEntrepreneurship, Leadership and People ManagementIn April 2022, the founder of Camncloud, a pioneer in surveillance service based in New Delhi, India, was facing a dilemma about hiring a potential candidate for his new venture. Camncloud offered an end-to-end remote streaming service targeted primarily at preschools. The company’s founder wanted to use his electronics background to carve a niche segment in India’s competitive technology market, but needed help in achieving that goal. Specifical...Starting at €8.20
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Logic Fruit Technologies: Growth and Business Strategy
Devinder Kumar; Rajesh Singh; Jaydeep MukherjeeCase IVEY-W33539-EService and Operations Management, StrategyAt the end of December 2022, the chief executive officer of Logic Fruit Technologies (LFT), a product engineering research and development company, was trying to decide which of three partnerships to pursue to double the company’s profit margin percentage by 2025. LFT was headquartered in Gurgaon, India, and provided end-to-end solutions in electronic design outsourcing. LFT’s board of directors wanted to make a decision at its meeting on January...Starting at €8.20