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Product cover image for Sustainability Strategies in a Nascent Market with Brown Living

Sustainability Strategies in a Nascent Market with Brown Living

Pinaki Dasgupta, Nitika Sharma

Product #:W39458
Supplier:Ivey
Discipline:Marketing, Sustainability
Setting:India, 2024
Details:Case (PDF) • 6 pages • 2025-01-09

Subjects:

Consumer behaviorSales and marketingLeadership and managing peopleMarketingManagement

Industries:

Goods, trade, and consumer services

Geography:

IndiaAsia
Your Price:$10.54

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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?

Learning Objectives

The case is meant for post-graduate and executive education classes. It can be used in entrepreneurship and marketing courses, specifically social entrepreneurship management and foundation of marketing courses, as well as sustainability marketing courses to understand how to create a sustainability brand. After working through the case and assignment questions, students will be able to accomplish the following:
  • Understand the challenges faced by social entrepreneurs operating in niche markets like Brown Living.
  • Understand the challenges faced from the demand and supply sides on the value chain for sustainable products and platforms selling such products.
  • Evaluate the choice criteria for companies dealing in niche products versus generalized products.
  • Develop sensitization to aspects of green supply chain with respect to marketplace models of e-commerce.
  • Evaluate the viability of these products in the long run and identify points of differentiation.
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Case Study: Sustainability Strategies in a Nascent Market with Brown Living (English version) | Ivey Publishing