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Wealth out of Waste (WOW): a business paradox

Mini Mathur (Department of Strategic Marketing, Mudra Institute of Communications, Ahmedabad, India)
Smita P. Kothari (Mudra Institute of Communications, Ahmedabad, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 2 July 2020


Learning outcomes

Help students understand Porter’s five forces framework. Explore and analyze possible growth strategies using the Ansoff matrix.

Case overview/synopsis

This case study integrates lessons in growth strategies, Porter’s five forces and the Ansoff matrix. Vijay Kothari, Founder of Wealth out of Waste (WOW) is in a fix. In spite of functioning in an environment of abundant demand and potential, he is unable to perform in his optimum capacity because of operational and manpower-related issues. WOW, which turned nine in 2019, is a sort of monopoly in the organized business of scheduled collection of recyclable trash. WOW is operating in a 2% market with 98% being captured by traditional “pastiwalas.” From the current waiting period of up to seven days, Kothari wants to service any area in the city of Ahmedabad, Gujarat, India within 2 h. To achieve this objective, how should Kothari overcome the growth challenge in the business.

Complexity academic level

Undergraduate and postgraduate.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 11: Strategy.



The authors would acknowledge MICASE – MICA Case Study Centre for administrative support.


Mathur, M. and Kothari, S.P. (2020), "Wealth out of Waste (WOW): a business paradox", Emerald Emerging Markets Case Studies, Vol. 20 No. 2.



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