Tech-Tailor: Scaling Customization in the Age of Technology

Gourav Sarkar, Shiwangi Singh, Tata Sai Vijay

Product #:W45755

Supplier:Ivey

Discipline:Entrepreneurship, Strategy

Setting:India, 2025

Details:Case (PDF) • 13 pages • 2025-09-30

Subjects:

Geography:

India Asia

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$9.71

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This case explores the journey and strategic dilemmas of Tech-Tailor Solutions Private Limited, an Indian custom tailoring start-up. Starting with men’s garments in Bangalore, it expanded into women’s wear, business-to-business, international, sustainable, and business-to-government-to-business segments. Facing intense competition, the team evaluated four strategic options to boost customer engagement: artificial intelligence-powered support, augmented reality/virtual reality fitting tools, a subscription model, and strengthening the online-to-offline experience.

Learning Objectives

This case can be used in undergraduate and master of business administration (MBA) level courses, such as entrepreneurship, general management, and strategy area electives, such as co-operative and competitive strategy, business model innovation, or new venture creation. After working through the case and assignment questions, students will be able to do the following:

To understand and apply the principles of effectuation in entrepreneurial decision-making to create new opportunities and navigate uncertainty.
To develop the ability to analyze and design business models using structured frameworks like Business Model Canvas.
To understand the strategic importance of building and managing partnerships in entrepreneurial ventures, including navigating co-opetition—the balance of collaboration and competition with suppliers and ecosystem partners.
To assess the general environment of an industry, enabling entrepreneurs to identify key external opportunities and threats.
To enhance decision-making skills by evaluating growth challenges and strategic options in scaling ventures.