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GoBhaarati- contributing to the “Journey of Healthy Living”

Vinit Vijay Dani (Department of Marketing, Vignana Jyothi Institute of Management, Hyderabad, India)
Meeta Dasgupta (Department of Strategy, Management Development Institute, Gurgaon, India)

Publication date: 27 April 2021

Issue publication date: 27 April 2021

Abstract

Learning outcomes

The learning outcomes of this paper is as follows: to showcase how a futuristic mission and planned branding initiatives can help start-up social enterprise to create a successful brand; to explain how a comprehensive understanding of the target group and innovative products/services and channel strategies help GoBhaarati position itself as an upcoming not for profit social enterprise; to argue how proper brand mission and branding can help even a small startup to create a brand identity in a fiercely competitive fragmented market dominated by big players; the constraints GoBhaarati faced in constituting and aligning distribution channel. These impulsions can have legal, environmental and or managerial foundations.

Case overview/synopsis

GoBhaarati Agro Industries and Private Limited (GoBhaarati) operated as a nonprofit social enterprise in the Health and Wellness Industry, providing natural indigenous traditional Indian products such as millets, honey, turmeric, jaggery, rock salt and serving millet-based snacks to consumers. At the epicenter of Gobhaarati's branding strategy was its health and wellness positioning. The company's mission was to increase the positive perception of millets and to convince consumers that there was intrinsic value in a product's origin and production processes. Iriventi aimed to achieve a turnover of at least ten crores by 2025, but the company's sales and financial resources were limited. With this clouding in mind, Iriventi could not decide whether to let GoBhaarati stay niche in business or to expand it organically.

Complexity academic level

Graduate and executive management education students can use the case. The case may also be used to focus on entrepreneurship and distribution management for start-up social enterprises.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 8: Marketing.

Keywords

Acknowledgements

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 recognisable information to protect confidentiality.

Citation

Dani, V.V. and Dasgupta, M. (2021), "GoBhaarati- contributing to the “Journey of Healthy Living”", , Vol. 11 No. 1. https://doi.org/10.1108/EEMCS-08-2020-0283

Publisher

:

Emerald Publishing Limited Bingley, United Kingdom

Copyright © 2021, Emerald Publishing Limited

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