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Product cover image for Kullvi Whims: Fleece to Fabric Sustainable Value Chain

Kullvi Whims: Fleece to Fabric Sustainable Value Chain

Monica Khanna, Udo Wagner, Nisha Subramaniam

Product #:W40385
Supplier:Ivey
Discipline:Entrepreneurship, Sustainability
Setting:India, 2024
Details:Case (PDF) • 17 pages • 2025-01-24

Subjects:

Leadership and managing peopleEntrepreneurshipManagement

Industries:

Agriculture sector

Geography:

IndiaAsia
Your Price:$9.71

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Kullvi Whims LLP was founded in 2012, and it created a "fleece to fabric" sustainable supply chain out of fading traditional knowledge in wool and the making of woollen garments by artisanal communities of the Kullu region of Himachal Pradesh in India. The company helped to rejuvenate links between the pastoral communities and artisans living in the villages of Kullu, and revived centuries-old designs and motifs. It built social and economic empowerment for the pastoral communities and traditional weavers, and it created contemporary designs and colour palettes in wool for international markets. Its work aligned with some of the United Nations Sustainable Development Goals. The challenge was how to grow its markets globally.

Learning Objectives

This case study deals with the rise of cultural entrepreneurs and their challenges in creating business opportunities out of Indigenous traditional knowledge and the development of sustainable supply chains. The traditional knowledge of weaving and art and craft were used to make handmade products that were traditional but with a contemporary touch for the current generation while maintaining quality. Sustainable supply chains were developed from the procurement of raw materials through to processing and converting them into end products and finding suitable marketing opportunities for sales in India and abroad. This case can be used for undergraduate and post graduate level courses in entrepreneurship, supply chain management, strategy and new emerging paradigms in business, and in sustainable and ethical business practice. After going through this case study and discussions in the classroom with the faculty the students should be able to understand and appreciate the following:
  • The hidden value and wealth of Indigenous traditional knowledge that can be converted into business opportunities.
  • How technology can be integrated with traditional knowledge for creating successful business opportunities.
  • Leadership characteristics required for success in the cultural entrepreneurship space and how these are different from corporate leaders.
  • The importance and challenges of sustaining the delicate ecological balances that are leading to rapid climate change.
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Case Study: Kullvi Whims: Fleece to Fabric Sustainable Value Chain (English version) | Ivey Publishing