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Dhuan ‘n’ Dukhaan: a case of successful green venture start-up in Pakistan

Tehreem Fatima (Department of Business and Management Sciences, Superior University, Lahore, Pakistan)
Ahmad Raza Bilal (Faculty of Business and Management, Sohar University Oman, Sohar, Oman)
Muhammad Kashif Imran (Department of Management Sciences, The Islamia University of Bahawalpur, Bahawalpur, Pakistan)

Publication date: 14 June 2019


Learning outcomes

The case will offer insight to the students regarding the idea generation and development of a viable sustainable venture. It will promote the understanding of students regarding SDGs and how SMEs can contribute towards their attainment. They will learn to develop the action plan for a green business venture and understand how each of the business activity in each phase of value chain contributes towards environmental, economic and social sustainability.

Case overview/synopsis

Rana Waseem, a young business graduate started a small ecopreneurial venture to offer sustainable food from raw material till disposal in developing nation context named as Dhuaan ‘n’ Dukhaan (D ‘n’ D) in Sargodha, Pakistan. He had an aim to create a model of business that not only supports the local economy in terms of offering decent employment but also promotes a food business that generates nutritional self-sufficiency as per the triple bottom line concept. This case gives an exploratory insight into the actual sustainable operations that have survived eight months successfully and on the path of growth without profit being the sole aim. D ‘n’ D has benefited the lives of people in Sargodha by offering job opportunities, a decent wage, healthy food at affordable rates, reduction in diseases, reducing food wastage and efficient resource usage with a positive impact on the environment.

Complexity academic level

The case is suitable for undergraduate and post graduate students studying entrepreneurship and small business management.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 3: Entrepreneurship



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Fatima, T., Bilal, A.R. and Imran, M.K. (2019), "Dhuan ‘n’ Dukhaan: a case of successful green venture start-up in Pakistan", , Vol. 9 No. 1.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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