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Arjya Chakravarty (Management Development Institute (MDI), Gurgaon); Jyotsna Bhatnagar (Management Development Institute (MDI), Gurgaon)
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9 pages
Data source:
Field research


The case unfolds the story of Madhavi Kuckreja's effort to build a venture such as Sanatkada to support the local communities and raise their standards of living. Despite the share of India in the world's GDP being 2.6 %, the country remains lacking in employment and, therefore, remains a poor country. Raising the standards of living for women and the backward communities of Uttar Pradesh is at the core of Sanatkada's ambitious journey. This has led her on a journey where she treads on barriers and overcomes obstacles. She has evolved as a leader and opened up her door to support other women who want to overcome their challenges. She built up a team with the local talent available and innovated processes to deal with the contextual challenges. To make her business economically viable, she has experimented with and implemented innovative solutions. Madhavi has expressed an interest in expanding her business but has to face stiff competition from organisations with similar products and established brands. The case ends in January 2014, with expectations to increase the sales through an exhibition at Lucknow, a mid-sized city in Northern India. Madhavi and her team has worked to sustain the business with an integrative approach that provides supportive policies, adequate financial mechanisms, and fair governance. Given the present circumstances, what other decisions does Madhavi need to make? Will the strategies at the Bottom of the Economic Pyramid (BOEP), implemented by Madhavi be sustainable over the long term?


Gender diversity; Building talent pipeline; Bottom of the economic pyramid; Sustainability; Gender challenges; Capability building; Talent sustainability; Backward community; Career challenges; Women leadership; Women empowerment; Inclusivity; Gender stereotyping; Networking; Innovation
small ( < 100 employees )
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