Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


sustainable livelihood

Earthspired: Building a Brand for Social Impact

Mrida (Sanskrit for soil), a recently founded social business venture, had launched the Earthspired brand a year ago to sell products made from high-value plants and herbs, which it sourced sustainably from small and marginal farmers in India, to  urban middle class consumers.  This was a key initiative for Mrida, and the founders had big ambitions. They wanted to grow the brand in India and internationally. To address this ambition, Mrida needed to address several interconnected questions: What should the consumer value proposition for Earthspired be and how should it be communicated? What was the most appropriate distribution channel – direct selling, retail, or on-line sales? What should be the business strategy to scale the Earthspired brand, given the limited resources available to a fledgling social business venture?

Aarong: Social Enterprise for Bangladesh’s Rural Poor

 

Aarong, the retail arm of BRAC, a non-profit development organization based in Bangladesh, was created in 1978 to provide employment, income generation and social development opportunities for underprivileged women through the revival and promotion of Bangladeshi handicrafts. Profits from Aarong were used to extend such opportunities to more low-income producers and to cross-subsidize BRAC programmes for the poor. In 30 years, from a single shop, Aarong had grown into one of Bangladesh’s biggest retail chains. Its products ranged from clothing, household items, gifts and fashion accessories to children’s toys. The competition, however, was intensifying, both from local retailers in individual categories as well as foreign players, such as from India. How could Aarong compete in a global market? How could it leverage the brand, improve quality to match machine-made consistency, and keep prices competitive, while maintaining its social mission?


Recent Tweets



Fri, 07 Jan @ 05:05 am

So, so sad that innocents bear the brunt. What a heartless world we live in. "Ethiopia civil war: Tigray hospital r… https://t.co/st202iNHB8

via Hootsuite Inc.
Wed, 05 Jan @ 12:26 am

Congratulations to Bangladesh on historic & decisive win. #cricket #BangladeshCricket #BangladeshNew Zealand vs B… https://t.co/WqI8wZhdvC

via Hootsuite Inc.
Tue, 04 Jan @ 04:38 am

New moon of the new year. @ Honolulu, Hawaii https://t.co/cFv7Wpx5nO

via Instagram
Wed, 29 Dec @ 11:32 pm

Everyone behind project is govt appointee. Creating myth to trump science. IIT-Kharagpur lends it false credibilit… https://t.co/tmVGEJ7n88

via Hootsuite Inc.
Mon, 27 Dec @ 01:17 am

Why not provide real jobs instead of this moronic bullshit! "Reconversion to Hinduism should become a priority: BJP… https://t.co/PyIr5MgeI8

via Hootsuite Inc.
Mon, 27 Dec @ 01:14 am

One more symptom of failing state. Focus on personal choices of others as a reason for existence. Mobs like… https://t.co/88m1sioEDy

via Hootsuite Inc.

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava