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This paper aims to optimize the quantum of aonla pulp that could be mixed with guava pulp to make a nutritional rich fruit bar. The developed fruit bar will not only help in the improvement of processing value of both Guava and underused but highly nutritional Aonla but also serve the purpose of improvement in nutritional status of consumers.

Response surface methodology (RSM) using Box–Behnken design was used with the process variables as aonla and guava pulp ratio, PR (30:70, 40:60, 50:50); pectin concentration, PC (0, 0.15, 0.30%); and drying temperature, DT (50, 60, 70°C) for optimization of process conditions. The prepared mixed fruit leather was evaluated for physico-chemical, textural and sensory properties such as titratable acidity (TA), ascorbic acid content (AA), L value (lightness), cutting force (CF), taste and overall acceptability (OAA).

Second-order regression models fitted for TA, AA, L value (lightness), CF, taste and OAA were highly significant (P = 0.01) with the coefficient of determination (R² = 0.85). The TA and AA of mixed fruit bar increased whereas L value, CF, taste and OAA decreased with increasing level of aonla pulp in the blend formulation. The optimum process conditions for mixed aonla-guava bar with desirable characteristics were 40:60 (PR), 0.02% (PC) and 56°C (DT). The corresponding optimum values of TA, AA, L value, CF, taste and OAA were 1.00%, 164 mg/100 g, 50, 5066 g, 7.83 and 7.92, respectively. The design formulation and data analysis using RSM validated the optimum solution.

This paper demonstrates that optimum blending of aonla and guava pulp has improved the overall nutritional characteristics and acceptability of the final product. This will not only help in reducing the associated post-harvest losses but also encourage the cultivators/local processing industries by stabilizing the price during glut sea.

There are two theoretical concepts that can be taught in this case.The new approach to teaching entrepreneurship is termed “lean start-up” and “hypothesis-driven entrepreneurship.” The business model canvas is a core tool of this approach. This framework defines nine key components of a successful business strategy. These components include defining value propositions; identifying customer segments; identifying channels; maintaining customer relationships; defining key activities, key resources and key partners; understanding the revenue model of the business; and the organization’s cost structure. This is considered to be a rigorous approach to learning about and developing a new venture.The other theoretical approach that can be discussed through this case is the link between uncertainty and entrepreneurial growth. These theories associate the willingness of entrepreneurs to bear the perceived uncertainty associated with entrepreneurial acts as representative of the belief-desire model. There is a need for entrepreneurs to experiment and search for alternative paths forward in order to counter this uncertainty. Systematic search processes to discover relevant information will strengthen this process.

This case is based on primary data collected through interviews with company personnel. The company consented freely to the use of their data in the case. The authors have no connection with the company. The four student coauthors had previously pursued an internship with the company and had worked on the machine learning analysis part.The two faculty coauthors in the case contacted the company after the internship and discussed the opportunity to write the case on the company. One of the faculty then interviewed key personnel in the company, including one of the co-founders.

Xoxoday is a technology company that provides employee rewards and corporate gifting to its customers. The company was started by Sumit Khandelwal, Manoj Agarwal, Abhishek Kumar and Kushal Agarwal. In 2018, the company reinvented itself as an experiential gifting company.The company faced some challenges during the lockdowns imposed due to COVID-19. Khandelwal knew that they had to try something new to achieve higher growth in the future. He wondered if higher usage of technology was the solution. It was necessary for them to carve a new path in these times.

This case study can be used at the undergraduate level in courses relating to entrepreneurship strategy and business models for entrepreneurs.The case can be used to highlight the dilemmas faced by entrepreneurs due to unforeseen crises. This case is relevant for classes that will discuss growth crises and out-of-the-box solutions for unprecedented crisis situations.