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After completion of the case study, students will be able to understand organic farming challenges in India, analyze Two Brothers Organic Farms’ (TBOF) value chain for creating shared values, evaluate marketing mix and product development strategies, explore social media’s impact on marketing and explore and propose strategies for long-term sustainability in the organic farming industry.

The case study revolves around the entrepreneurial journey of Ajinkya and Satyajit Hange, two brothers who transitioned from successful banking careers to pursue their passion for organic farming. Establishing TBOF in Pune, India, the duo faced challenges in introducing organic produce to a market resistant to change. With a commitment to regenerative agriculture, they implemented innovative farming practices, including desi cow rearing, multicropping and indigenous seeds. The narrative unfolds the brothers’ strategic roles, where Ajinkya manages crop production, and Satyajit focuses on marketing. Emphasizing a trusted brand built on quality, they expanded their product portfolio (Figure 2), reaching 52 countries through direct marketing and word of mouth. As the organic food industry surged postpandemic, TBPF faced challenges in meeting rising demand. The case study discusses the organic farming sector in India, underscoring the brothers’ efforts to combat harmful agro-inputs. The dilemmas lie in navigating the niche organic market, supply–demand imbalances and the need for sustainable business processes. The case study aims to explore the strategic decisions and dilemmas encountered by TBOF, offering insights into the complexities of sustainable entrepreneurship in the Indian organic farming sector.

This case study should be used in marketing and management classes at the undergraduate level. Applicable concepts include artificial intelligence, social media, content and information.

Teaching notes are available for educators only.

CSS 11: Strategy.