Pruthi Spices: self-reliant woman entrepreneur

Abstract

Learning outcomes

The case study can be used in management for the course of Strategic Management and Entrepreneurship. It is suitable for the students at post-graduate level. Discussion would be the most appropriate method for teaching this case study. There is no prerequisite required to participate in the discussion. Participants will be able to engage in discussion regarding expansion strategies for micro-enterprises; targeting the right segment of the market; exploring the market opportunities; innovation for entrepreneurial growth; and sustaining an enterprise. After this case study, students will be able to understand the following theory and model: SWOT analysis; resource base theory; McKinsey ESG proposition; Porter’s generic strategy; Schumpeter’s innovation theory; Ansoff’s growth model; and diversification strategies.

Case overview/synopsis

Being a micro-enterprise with heavy financial constraints, it was never easy to sustain the business at the time of pandemic. Mrs Jyoti Pruthi (owner of Pruthi Spices) made extraordinary efforts that would help her in survival of her business. She could not recover the business as it was before the pandemic. During such times, the loss of her husband was a setback. That incident broke Mrs Pruthi emotionally as well as financially. By taking some crucial managerial decisions, Mrs Pruthi strategized for the sustainability of her business. Now it was January 2022, after two years of the outbreak of the Covid-19 pandemic in the world. However, because of the market situation, her pressing dilemma was regarding business survival in such lean times.

Complexity academic level

The case is meant for undergraduate and post-graduate students pursuing management with specializations in Entrepreneurship and Marketing. The case is bet fit for women entrepreneurship development capacity-building programs, especially in the Asian region. The case is also suitable for any short-term training program where manifestations of entrepreneurship are being taught. It can also be used for Executive and Management development program aiming at women or disadvantaged entrepreneurship. The case can also be used for general courses like “Strategic Management” and specialized courses like “Entrepreneurship Management”.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 3: Entrepreneurship.

Citation

Sodhi, S. and Dwivedi, A. (2022), "Pruthi Spices: self-reliant woman entrepreneur", , Vol. 12 No. 2. https://doi.org/10.1108/EEMCS-02-2021-0055