To read this content please select one of the options below:

Happy Self Publishing

Sathyanarayanan Ramachandran (IFMR Graduate School of Business, Krea University, Sri City, India)

Publication date: 15 June 2021


Study level/applicability

The case could be effectively used in courses on entrepreneurship, strategy and brand management in MBA programs and executive-level training programs.

Subject area

Entrepreneurship, strategy, marketing, women leadership and women in business.

Case overview

This case deals with the business decision-making situation of Ms Jyotsna Ramachandran, a first-generation woman entrepreneur from Southern India, who has created a Global collaborative business network in self-publishing of books from India. After gaining industry experience for five years in some of the leading retail brands of India, she decided to take a plunge in entrepreneurship. She tried several businesses ranging from retail staffing to custom-made chocolates. Though it was profitable, the volumes and margins were smaller, and Jyotsna aspired big. As, at that time she was on her family way, she decided to identify a profitable business with better value creation and premium for the consumers and at the same time free from minute-by-minute concentration to take care of her child. In other words, a less-hassle home-based business with better revenue streams and margins. The case gives a thorough background of her rise in the industry and talks about some of her new ideas and plans.

Expected learning outcomes

Students will be in a position to: 1. Understand gender issues and bias affecting women in work. 2. Illustrate the initial phases of entrepreneurship. 3. Understand and apply the evaluation tools like PESTLE, SWOT and then business model canvas. 4. Understand the value chain and the intensive and integrative growth strategies. 5. Illustrate blue oceans in an industry setup – irrespective of the industry growth rate. 6. Apply perspectives on brand management.

Supplementary materials

Detailed teaching notes attached. Teaching notes are available for educators only.

Social implications

The case addresses the important gender issues affecting women’s work–life balance. It will also inspire many women through the success of the woman protagonist and her project head well documented in this case study.

Subject code

CSS 3: Entrepreneurship



Ramachandran, S. (2021), "Happy Self Publishing", .



Emerald Publishing Limited

Copyright © 2021, Sathyanarayanan Ramachandran

Related articles