Desiri Naturals: sustainable agriculture and eco-friendly business
Publication date: 1 August 2024
Abstract
Learning outcomes
After completion of the case study, the students will be able to critically analyze the business model of Desiri Naturals, analyze the pricing strategy of Desiri Naturals, examine the importance of experiential marketing in the success of an environment-friendly business, identify the challenges faced by new entrepreneurs and evaluate the sustainability practices of Desiri Naturals.
Case overview/synopsis
This case study discusses the business model of an environmentally friendly business. The challenges and obstacles faced by entrepreneurs are illustrated in this case. The entrepreneurs’ vision to provide chemical-free food is highlighted and their business operations as a means to fulfill this vision are explained. Desiri used an age-old bull-driven method of oil extraction (Ghana). Challenges in pricing due to the availability of low-priced mass-produced edible oil using the solvent extraction process are presented in this case. The entrepreneurs faced the pricing dilemma at the inception of the business, as oil produced using the natural cold pressing method cost three times the selling pricing of solvent-extracted oil. Innovative methods of experiential marketing such as Ghana tourism are explained in this case. This case study also explains the sustainable and natural farming techniques propagated through its network of farmers. This case study provides insights into the scalability of this model and the scope for employment generation in rural India. The environmentally friendly practices followed by Desiri, such as the use of glass bottles and reusable steel containers for packaging oil are emphasized. Finally, this case presents the marketing and operational challenges faced by entrepreneurs in their quest to expand their operations.
Complexity academic level
This case study can be used by postgraduate and undergraduate students studying marketing, entrepreneurship, sustainability and operations management courses in commerce and business management streams.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS8: Marketing.
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Saldanha, A., Veigas, O. and Aranha, R. (2024), "Desiri Naturals: sustainable agriculture and eco-friendly business", , Vol. 14 No. 3. https://doi.org/10.1108/EEMCS-02-2024-0061
Publisher
:Emerald Publishing Limited
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