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Sitamma Mikkilineni (ICFAI Business School, Hyderabad)
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15 pages
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Field research


In January 2016, Maitreya, Business Manager at Impulse Social Enterprise (ISE) faced a growing concern in terms of clearing the excess inventory ISE had stocked over a period of 3 years. Maitreya looked after the entire supply chain and operational delivery of the enterprise’s products and marketing of the products under the Empower Brand. He had to make a recommendation to Hasina Kharbhih, Founder and Managing Director of ISE on how to ensure constant sales. ISE began as a response to the anti-trafficking initiatives of Impulse NGO Network (INN) in the North Eastern states of India. The team realized that to eliminate human trafficking, it was imperative to eliminate the socio-economic problems that bred the evil. Therefore they began pursuing economic opportunities for the tribal villagers by exporting local artisan products like traditional bamboo crafts and fabrics. Hence ISE came up as a social business unit to scale up the initiatives by INN. To prevent unsafe migration ISE empowered rural artisans and committed to buy their products. However, over a period of time the business model suffered in terms of balancing both their bottom lines viz i) profits and ii) improving the livelihood of the tribal villagers to reduce human-trafficking.

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This item is suitable for postgraduate and executive education courses.


Social entrepreneurship, Non-profit organization; Strategic marketing management


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