Learning outcomes After completion of this case study, students/managers will be able to understand the concept of environmental sustainability and the role of traditional Indian farming practices in achieving environmental sustainability; analyse the role of environmentalism in shaping sustainable business practices within the context of Deccan Development Society (DDS); identify the challenges before DDS and explore the strategies that it can adopt towards sustainable expansion of the initiative; and propose actionable strategies for DDS to enhance its market reach while maintaining its commitment to sustainability. Case overview/synopsis Women farmers of the Sangham of DDS gathered to discuss a recent initiative connecting conscious urban consumers with organic farmers. Under this model, consumers provided financial support before cultivation and farmers pledged their produce in return. This initiative benefited both parties – farmers received upfront financial aid, while consumers secured organic food – turning consumers into active contributors in the agricultural value chain. The initiative was a step in the right direction; however, farmers discussed about the issues and challenges pertaining to changing market dynamics. Mahadevamma, a women farmer who has been closely associated with DDS for a long time, along with other women farmers at DDS, was aware challenges. Amidst the discussion, Mahadevamma continued to contemplate, “in response to changing dynamics, expanding our reach and scaling up could strengthen our market presence, it will help us meet increasing demand, and it will also help many women famers; but success depends on improving logistics, branding, and strategic partnerships. Can this paper achieve it?”. Complexity academic level This case has been developed for an Master of Business Administration core course on marketing management to teach the concepts related to sustainable marketing. More specifically, this case pertains to initiatives and actions towards sustainable marketing. This case, however, can be used in other core and elective courses, including business ethics and sustainability, agricultural marketing and rural marketing, among others. Supplementary materials Teaching notes are available for educators only. Subject code CSS8: Marketing
Singh et al. (Tue,) studied this question.