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Product cover image for Attaware Biodegradable Private Limited: Edible Cutlery Innovation

Attaware Biodegradable Private Limited: Edible Cutlery Innovation

Bikramjit Rishi, Soni Sharma, Amit Agrawall

Product #:W47902
Supplier:Ivey
Discipline:Marketing, Sustainability
Setting:India, 2024
Details:Case (PDF) • 10 pages • 2026-03-24

Subjects:

Leadership and managing peopleSales and marketingManagementMarketingMarketing strategyEnvironmental sustainabilityStrategy

Industries:

Fabrication and manufacturing

Geography:

IndiaAsia
Your Price:$10.54

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In April 2025, the founder of Attaware Biodegradable Private Limited, based in Delhi, India, was facing a strategic dilemma. The company offered edible, single-use cutlery made from natural ingredients such as wheat flour, jaggery, and millets as an innovative alternative to plastic disposables in India’s food service sector. Despite its sustainability and health appeal, the company found that consumer adoption remained limited due to entrenched habits and price sensitivity. The founder was struggling to determine the best approach for the future of his company. Could Attaware Biodegradable Private Limited overcome the dominance of plastic cutlery and achieve meaningful market traction through effective product differentiation and marketing strategies to shift consumer perception?

Learning Objectives

This case is suitable for courses on marketing management, sustainable marketing entrepreneurship, marketing management, new product development, and marketing strategy in core and elective undergraduate, postgraduate, and executive programs. After working through the case and assignment questions, students will be able to do the following:
  • Identify and analyze the underlying customer problem that ABPL is addressing in the edible cutlery market.
  • Identify ways to segment, target, and position a healthier and sustainable product.
  • Explain the various factors behind consumer adoption of healthier and sustainable products.
  • Analyze the marketing mix of a healthier and sustainable product.
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Case Study: Attaware Biodegradable Private Limited: Edible Cutlery Innovation (English version) | Ivey Publishing