Translating green to “green”: VAHDAM India’s marketing channelisation
Publication date: 13 July 2023
Abstract
Complexity academic level
The case is meant for teaching business management students at the Postgraduate and Executive levels. It can be incorporated in the marketing management, entrepreneurship and international business course curriculum.
Synopsis
Since its inception in 2015, VAHDAM India had carved a niche for itself in the Global Tea Industry in a span of just seven years. The 29-year-old Founder-CEO, Bala Sarda was the first to create India’s largest born-global direct-to-consumer (D2C) premium wellness brand by bridging the gap between demand and supply of the country’s finest teas and superfoods globally. The venture also became a poster child for sustainability by strengthening its green credentials over the course of time.Having attained profitability in FY21, VAHDAM now aims to become a ₹500 Cr. brand by FY24. To push the goal across the line, channelisation of marketing will take centre stage. The case highlights the management’s dilemma of using green marketing as the pivot for increasing its market share in the emerging economies and boosting revenue. The underscored opportunities and challenges have to be addressed so as to formulate a green marketing mix suitable for the emerging market scenario.
Learning objectives
Participants will develop an understanding about the evolving consumption landscape inclining towards eco-friendly wellness products and the relationship between green marketing mix, brand equity and its channelisation towards revenue generation. They will also get an overview of marketing challenges faced by a premium D2C wellness brand while entering an emerging market. The readers shall be able to analyse and suggest ideas for the formulation of an effective green marketing mix to meet the consumer expectations and achieve desired brand positioning.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing
Keywords
Acknowledgements
Not applicable as the case has been Desk-Researched, based on Secondary Data exclusively.Consent to publish: On account of being a desk-researched case (using published resources only), the case at hand did not require formal consent for publishing by the organisation covered.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 recognisable information to protect confidentiality.
Citation
Srivastava, S. and Joshi, Y. (2023), "Translating green to “green”: VAHDAM India’s marketing channelisation", , Vol. 13 No. 2. https://doi.org/10.1108/EEMCS-11-2022-0417
Publisher
:Emerald Publishing Limited
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