Kimirica: One Company, Two Business Models?

Tulsi Jayakumar

Product #:W51671

Supplier:Ivey

Discipline:Entrepreneurship, Strategy

Setting:India, 2024

Details:Case (PDF) • 10 pages • 2026-10-06

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In June 2024, Rajat Jain and Mohit Jain, brothers and co-founders of Kimirica, faced a strategic crossroads. They had built Kimirica Hunter International LLP (Kimirica Hunter)—based in Indore, Madhya Pradesh, India—into a leading luxury hospitality amenities supplier, serving hotels and airlines globally. In 2022, they launched Kimirica Lifestyle Pvt. Ltd. (Kimirica Lifestyle), a direct-to-consumer beauty brand that grew rapidly but remained loss-making. Operating both businesses under a shared factory, leadership team, and balance sheet was creating tensions that better coordination alone could not resolve. The case asked students to evaluate four strategic options—separation, integration, sequencing, and exit—and recommend an organizational architecture capable of scaling two fundamentally different business models simultaneously.

Learning Objectives

This case is best positioned in courses or modules on strategy, business models, entrepreneurship, and organizational design, with particular emphasis on managing multiple business models within a single firm. It is especially suitable for discussions on business model innovation, organizational ambidexterity, growth strategy, and resource allocation. The case works particularly well after students have been introduced to the business model canvas and are ready to apply it to compare and evaluate competing business models operating within the same organization. After working through the case and assignment questions, students will be able to do the following:

Analyze how business models create, deliver, and capture value.
Analyze the tensions that arise when multiple business models coexist within one organization.
Evaluate alternative organizational architectures for growth.
Design an organizational structure and growth strategy that enables Kimirica to scale both businesses successfully.