Honorable mention in the 2015 Next Billion competition. Chenetha Colour Weaves (CCW) is a 100% weaver-owned social enterprise. The company has its is retail store, Karghaa in the high-end neighborhood of Banjara Hills, Hyderabad in the undivided state of Andhra Pradesh. CCW CEO Sudha Rani wants to scale CCW’s Karghaa brand to other Indian cities, but she faces a dilemma — to use a company-owned-and-operated model or a franchise model. She wonders which structure will allow her to achieve her dream of making every Karghaa product go to market with the name of its weaver and his or her success story. Students are asked to analyze the challenges of structuring a socially relevant and commercially viable business model through reverse positioning and explore the role of Sudha as a social change agent.
Chenetha Colour Weaves’ Karghaa Brand: Social Impact with Commercial Success
by: Vandana Jayakumar, Nagendra Chowdary
Core Disciplines: Base of the Pyramid, Entrepreneurship & Innovation, Leadership/Organizational Behavior, Operations Management/Supply Chain, Social Impact
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Description
Teaching Objectives
After reading and discussing the material, students should:
- Examine the value chain architecture of handloom products.
- Analyze the challenges of structuring a socially relevant and commercially viable business model through reverse positioning of handloom products.
- Explore the role of Sudha as a social change agent in shaping a successful social enterprise.
- Evaluate the stakeholder approach in a commercially viable social enterprise.