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Turning a Brown Thumb into a Green Thumb

CASE BRIEF, ENTREPRENEURSHIP & STARTUPS
ET Cases, 24.25 minutes
PUBLISHED DATE: 06/05/2015
Product code: ENTP-3-0001, ENTP-3-0001A
In this case brief, the co-founders and first-generation entrepreneurs, Rajiv Rawal and Alka Bajoria of www.mypassiongreen.com share six of their fledgling start-up dilemmas

Abstract

In this case brief, the co-founders and first-generation entrepreneurs, Rajiv Rawal and Alka Bajoria of www.mypassiongreen.com share six of their fledgling start-up dilemmas. The case brief enables a discussion on how can first-generation entrepreneurs start their second career life cycles? Having had illustrious careers for about 20 years each and following their clarion call, the co-founders decided to pursue their passion in 2011. One of the six challenges was how to convert a brown thumb into a green thumb, in a country that is contrastingly divided on plant perceptions. Very true to one of the components of their start-up name – Passion – and buoyed by constant positive feedback from their friends and customers, the wife and husband duo ventured into “gift a plant” theme. What was earlier a hobby became their business pursuit. This pursuit posed them several challenges testing their passion and perseverance and while the challenges are work-in-progress, the solutions have been elusive.

Pedagogical Objectives
  • To understand the nature of a first-generation entrepreneur-led start-up and to discuss on the business dynamics of converting a hobby into a business pursuit
  • To understand how a business and operating model can be constructed around a seemingly perishable product
  • To debate on key challenges of a start-up during its formative and evolving years
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