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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.

The low rate of exclusive breastfeeding and the early introduction of complementary feeding are among the causes of nutritional problems in children. The national coverage of exclusive breastfeeding in 2019 was 67.7%, surpassing the target of the 2019 Strategic Plan, which was 50%. However, there are still several practices of early and inappropriate complementary feeding (32.3%) that can be contributing factors to malnutrition problems in children. The purpose of this study was to determine the factors that influence mother’s self-efficacy levels regarding complementary feeding practices among toddlers in the Tengger tribe.

The study conducted was an observational study with a cross-sectional design. It focused on mothers with children aged 6–24 months in Wonokitri village, East Java. Data was collected using a structured questionnaire and information from the local health center. The analysis involved univariate and bivariate analysis using the chi-square test.

Most mothers were aged 20–34 years (78.9%), had a good level of knowledge (61.4%), the last education level of fathers and mothers was high school (47.4%; 54.4%), parents work as farmers (86.0%; 61.4%), Hinduism (98.2%), family income is less than the minimum wage (78.9%), and mothers receive good family support (73.7%). Most toddlers were boys (56.1%), aged 13–24 months (68.4%), and the second child (66.7%). Family support was the only factor that was significantly related to a mother’s self-efficacy in complementary breastfeeding practices (p-value = 0.042).

It is hoped that more families and health workers will support mothers in giving food to their babies based on the guidelines.

This paper collects evidence from indigenous people of the Tengger tribe.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

The present study provides evidence on export advantages of horticultural commodities based on competitiveness, trade balance and seasonality dimensions.

The study delineated horticultural commodities in terms of comparative advantage, examined temporal shifts in export advantages (mapping) and estimated seasonality. Product mapping was carried out using the Revealed Symmetric Comparative Advantage (RSCA) and Trade Balance Index (TBI). Seasonal advantages were examined through a graphical approach along with the objective tests, namely, modified QS-test (QS), Friedman-test (FT) and using a seasonal dummy.

Cucumbers/gherkins, onions, preserved vegetables, fresh grapes, shelled cashew nuts, guavas, mangoes, and spices emerged as the most favorable horticultural products. India has a strong seasonal advantage in dried onions, cucumber/gherkins, shelled cashew nut, dried capsicum, coriander, cumin, and turmeric. The untapped potential in horticulture can be addressed by handling the trade barriers effectively, particularly the sanitary and phytosanitary issues, affecting the exports. Proper policies must be enacted to facilitate the investment in advanced agricultural technologies and logistics to ensure the desired quality and cost effectiveness.

Commodity-specific studies on value chain analysis would provide valuable insights into the issues hindering exports and realizing the untapped export potential.

There is no holistic and recent study illustrating the horticulture export advantages covering a large number of commodities in the Indian context. The study would be helpful to the stakeholders for drawing useful policy implications.

This study aims to characterize the properties of natural cellulose fiber from the pseudo-stems of the curcuma zedoaria plant.

The fiber was extracted using the biological retting process (cold-water retting). The intrinsic fiber properties obtained were used to evaluate the possibility of using fiber for textile applications.

The average length of a curcuma zedoaria fiber was 34.77 cm with a fineness value of 6.72 Tex. A bundle of curcuma zedoaria fibers was comprised of many elementary fibers. Curcuma zedoaria had an irregular cross-section, with the lumen having a varied oval shape. Curcuma zedoaria fibers had tenacity and elongation value of 3.32 gf/denier and 6.95%, respectively. Curcuma zedoaria fibers had a coefficient of friction value of 0.46. Curcuma zedoaria fibers belong to a hygroscopic fiber type with a moisture regain value of 10.29%.

Extraction and Characterization of Curcuma zedoaria Pseudo-stems Fibers for Textile Application.

The stone dust column was used to strengthen the sample and had a significant effect on improving the shear strength of the kaolin clay. The application of stone columns, which can improve the overall carrying capacity of soft clay as well as lessen the settlement of buildings built on it, is among the most widespread ground improvement techniques throughout the globe. The performance of foundation beds is enhanced by their stiffness values and higher strength, which could withstand more of the load applied. Stone dust is a wonderful source containing micronutrients for soil, particularly those derived from basalt, volcanic rock, granite and other related rocks. The aim of this paper is to evaluate the properties of soft clay reinforced with encapsulated stone dust columns to remediate problematic soil and obtain a more affordable and environmentally friendly way than using other materials.

In this study, the treated kaolin sample's shear strength was measured using the unconfined compression test (UCT). 28 batches of soil samples total, 12 batches of single stone dust columns measuring 10 mm in diameter and 12 batches of single stone dust columns measuring 16 mm in diameter. Four batches of control samples are also included. At heights of 60 mm, 80 mm and 100 mm, respectively, various stone dust column diameters were assessed. The real soil sample has a diameter of 50 mm and a height of 100 mm.

Test results show when kaolin is implanted with a single encased stone dust column that has an area replacement ratio of 10.24% and penetration ratios of 0.6, 0.8 and 1.0, the shear strength increase is 51.75%, 74.5% and 49.20%. The equivalent shear strength increases are 48.50%, 68.50% and 43.50% for soft soil treated with a 12.00% area replacement ratio and 0.6, 0.8 and 1.0 penetration ratios.

This study shows a comparison of how sample types affect shear strength. Also, this article provides argumentation behind the variation of soil strength obtained from different test types and gives recommendations for appropriate test methods for soft soil.

The purpose of this paper is to check the feasibility of using biomaterial such as of Phragmites-Australis (PA) in cement paste to achieve sustainable building materials.

In this study, cement pastes were prepared by adding locally produced PA fibers in four different volumes: 0%, 0.5%, 1% and 2% for a duration of 180 days. Bottles and prisms were subjected to chemical shrinkage (CS), drying shrinkage (DS), autogenous shrinkage (AS) and expansion tests. Besides, prism specimens were tested for flexural strength and compressive strength. Furthermore, a mathematical model was proposed to determine the variation length change as function of time.

The experimental findings showed that the mechanical properties of cement paste were significantly improved by the addition of 1% PA fiber compared to other PA mixes. The effect of increasing the % of PA fibers reduces the CS, AS, DS and expansion of cement paste. For example, the addition of 2% PA fibers reduces the CS, expansion, AS and DS at 180 days by 36%, 20%, 13% and 10%, respectively compared to the control mix. The proposed nonlinear model fit to the experimental data is appropriate with R2 values above 0.92. There seems to be a strong positive linear correlation between CS and AS/DS with R2 above 0.95. However, there exists a negative linear correlation between CS and expansion.

The PA used in this study was obtained from one specific location. This can exhibit a limitation as soil type may affect PA properties. Also, one method was used to treat the PA fibers.

The utilization of PA fibers in paste may well reduce the formation of cracks and limit its propagation, thus using a biomaterial such as PA in cementitious systems can be an environmentally friendly option as it will make good use of the waste generated and enhance local employment, thereby contributing toward sustainable development.

To the authors best knowledge, there is hardly any research on the effect of PA on the volume stability of cement paste. Therefore, the research outputs are considered to be original.

In 2020, an outbreak of Salmonella Stanley linked to imported dried wood ear mushrooms affected 55 individuals in the United States of America. These mushrooms, commonly used in Asian cuisine, require processing, like rehydration and cutting, before serving. The US Centres for Disease Control and Prevention advise food preparers to use boiling water for rehydration to inactivate vegetative bacterial pathogens. Little is known about how food handlers prepare this ethnic ingredient and which handling procedures could enable Salmonella proliferation.

This study used content analysis to investigate handling practices for dried wood ear mushrooms as demonstrated in YouTube recipe videos and to identify food safety implications during handling of the product. A total of 125 Chinese- and English-language YouTube videos were analysed.

Major steps in handling procedures were identified, including rehydration, cutting/tearing and blanching. Around 62% of the videos failed to specify the water temperature for rehydration. Only three videos specified a water temperature of 100 °C for rehydrating the mushrooms, and 36% of the videos did not specify the soaking duration. Only one video showed handwashing, cleaning and sanitising of surfaces when handling the dried wood ear mushrooms.

This study found that most YouTube videos provided vague and inconsistent descriptions of the rehydration procedure, including water temperature and soaking duration. Food preparers were advised to use boiling water for rehydration to inactivate vegetative bacterial pathogens. However, boiling water alone is insufficient to inactivate all bacterial spores. Extended periods of soaking and storage could be of concern for spore germination and bacterial growth. More validation studies need to be conducted to provide guidance on how to safely handle the mushrooms.

This study will make a distinctive contribution to the field of food safety by being the first to investigate the handling procedure of a unique ethnic food ingredient, dried wood ear mushrooms, which has been linked to a previous outbreak and multiple recalls in the United States of America. The valuable data collected from this study can help target food handling education as well as influence future microbial validation study design and risk assessment.

The case is written on the basis of published sources only.

Doodlage, a start-up incorporated in 2012 by Kriti Tula, Paras Arora and Vaibhav Kapoor, used discarded waste to create sustainable fashion products. It had a first-mover advantage in recycled fashion goods in the first 10 years of its existence. The company contributed to sustainable fashion by providing an alternative to fast fashion production, creating enormous clothing waste and environmental degradation. In the first quarter of 2022, it saved and reused 15,000 m of fabric waste. From 2018 to 2021, the company grew 150% annually, targeting the right customers and regions to expand its business. It ensured that postproduction industrial waste and postconsumption garments were used to produce clothes. It also confirmed that the waste generated in its fabric screening process was used to create stationery items and other valuable accessories.

However, the sustainable fashion model that gave the company a competitive advantage became obsolete in 2022 due to increasing competition in the industry as various players using unique ideas entered the market. The company is encountering operational and logistical challenges that are affecting its performance. The demand for its products was also subdued due to high prices of upcycled and recycled clothes and less consumer spending post-COVID pandemic. The competitors of Doodlage offered multiple products produced using environmentally friendly farming and manufacturing techniques, attracting sustainable purchasers. What should be the new portfolio of products for the company to explore future growth opportunities? Considering their vast price, can consumers be encouraged to buy upcycled clothes? How should the company ride the winds of change in the industry?

The instructor should initiate the class discussion by asking questions such as how frequently do you shop for clothes? Do you care about the fabric of your apparel? After you discard your clothes, do you think about where these goods finally end up? Data on the amount of total waste generated in the fashion industry should be communicated to students to connect it with the importance of the concept of circular economy. Post this, the instructor should introduce the business model of Doodlage to bring the discussion into the context of the fashion industry before going ahead to discuss the company’s dilemma.