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Solid, liquid and e-waste pose serious health hazards, environmental pollution and contribute to climate change. To address these issues of solid waste management (SWM), amidst many policy decisions, the Government of India roped in several institutions, including self-help groups (SHGs), into the Swachh Bharat Movement (Clean India Mission). This study aims to illustrate the significant contributions of SHG’s in tackling SWM, particularly the plastic waste menace in India, while fostering socio-economic values and sustainable development goals (SDGs).

Using a from-the-field approach, qualitative data were collected from 30 members of three SHGs to understand their significant contributions in mitigating plastic waste.

This research identifies three major themes: economic value creation, social value creation and SDGs via collection and reduction of plastic waste landfills. Furthermore, several related subthemes are identified.

This study offers pragmatic solutions to deal with plastic waste at personal, community, institutional and governmental levels. Moreover, it recommends engaging SHGs to promote sustainable waste management practices such as segregating wastes at source, regulating plastic bag usage, advocating behavioural change towards waste generation and protecting the environment.

The authors consider a proven case of SHG’s contribution to protect the environment and emphasize the need to involve more such groups in waste management practices.

The case study offers interesting learning possibilities and offers the following learning opportunities to the learner. assess and conduct a macro- and micro-environmental analysis, comprehend the nature of the competitive landscape and how it changes when one looks at a digital-only versus an omnichannel marketplace, examine the product mix and policy of the firm and evaluate how it delivers customer value and analyse the pros and cons of growth strategies available to a firm and arrive at a viable and actionable future business and product strategy.

The short case study presents the story of a young start-up called Country Delight. The firm began operations in 2011 and was the brainchild of Chakradhar Gade and Nitin Kaushal. The direct-to-consumer firm addressed urban consumers’ non-articulated, latent need to get “fresh and uncontaminated” milk to their doorstep. Country Delight delivered farmer-to-consumer fresh cow and buffalo milk and milk products based on a well-designed and efficient value chain where the supply chain was either wholly owned or quality monitored by the firm. The firm began operations in India’s National Capital Region and was spread across 15 metro cities. Slowly, over the years, Gade and Kaushal added more product categories.Country Delight had a subscriber base of around 500,000, and the ambitious duo wanted to double their subscriber base and reach one million subscribers by financial year 2025. The firm was looking at various paths to achieve this number. Should Country Delight expand into new geographies? Or look at adding to the existing product portfolio? Diversification into agritourism, like the Pune-based vineyard – Sula, also looked attractive to build consumer engagement. Would taking the consumer to the farmers from whom they sourced the milk and vegetables contribute additional revenue to Country Delight and their farmer-suppliers? As the firm got ready to raise another round of funding, it needed a well-articulated growth strategy that was exciting and profitable for all stakeholders.

This case study presents the dilemma entrepreneurs face as they look at the next phase of growth. Thus, this case study serves as a learning opportunity for a graduate-level course in management and as a sounding board for those who aspire to enter the start-up space. Though this case study has the potential to illustrate basic concepts such as value chain and macro- and micro-environment analysis, the protagonist’s dilemma and the problem statement make it apt for integrated discussions that are critical in advanced electives in marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.