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This study aims to reduce carbon emissions and minimize waste in the event of disruptions in a short and fast-food perishable such as fruits, vegetables, packaged food items, etc. supply chain through optimal investment in green and preservation technologies.

This study utilized a Hessian matrix approach to optimize decision variables with an objective to maximize the profit function.

The study demonstrates that investing in both green and preservation technology within a short and fast-food supply chain is highly beneficial for decarbonization and waste reduction and it leads to profit maximization. It has been shown with the help of a numerical experiments with investment in both green and preservation technology that total profit is 3.09% higher than without investment made in either technology.

This study aids the industry in achieving food sustainability by minimizing waste of perishables and also minimizes carbon emissions which is essential for environmental protection. It assists industries in determining the optimal investment in preservation technology to minimize waste and in green technology to reduce emissions, thereby maximizing profits.

The current study formulates an inventory model that helps in decarbonization and waste reduction in food supply chain with the consideration of machine learning, demand disruption, preservation technology investment, screening of purchased items, waste disposal, a double triangular distribution deterioration rate, green technology investment, carbon emissions from various supply chain activities, carbon tax policy and fuel price variation over time for perishable food products in a two-warehouse system.

The authors used a secondary research methodology, using news articles, research reports and media interviews as significant sources of information. Renowned business news websites like Economic Times, Money Control and Bloomberg were referred to, along with relevant sections of Times of India, Business Standard, India Today and The Hindu. The SUGAR Cosmetics official company website provided valuable insights. Social media videos and industry reports were considered for diverse perspectives. Articles were accessed from May 1, 2024, to May 15, 2024. Throughout the case, various data sources, including financial reports and funding information, were used to support arguments and draw conclusions.

The case depicts the entrepreneurship journey of Vineeta Singh, the Co-founder and CEO of SUGAR Cosmetics and the protagonist in this narrative. It commences with a brief overview of Vineeta’s entrepreneurial spirit evident since her childhood. It also explores her academic accomplishments and alternative career paths, illustrating her entrepreneurial determination and decisiveness. Subsequently, the case outlines Vineeta’s challenges in establishing SUGAR Cosmetics from scratch with her husband Kaushik Mukherjee, now the company’s COO, and their journey to achieving a revenue of ₹500 crore in FY24 over 12 years. It then delves into SUGAR Cosmetics’ innovative strategies to overcome various challenges. In addition, the case emphasizes Vineeta’s principles and focus in managing and scaling the business toward profitability, showcasing her leadership amidst adversity. Expanding from D2C to offline retail, SUGAR strategically grew to 200 stores by June 2023, with a significant presence in the southern region. With US$87.5m in funding, a predominantly female workforce, and an annualized revenue of ₹500 crore, Vineeta led SUGAR into a prosperous era, highlighted by her role as a beloved judge on Shark Tank India. However, amidst ambitious expansion plans, questions emerged regarding sustainability, competition differentiation, global expansion and commitment to women empowerment practices. These challenges illuminated the path ahead for SUGAR Cosmetics as Vineeta endeavored to navigate toward sustained success and innovation in the face of formidable competitors.

This case is structured for undergraduate, postgraduate, MBA and management development programs, aiming to enhance learning in the Strategy field through real-world insights and challenges encountered in a dynamic business environment.