Product details

This is part of a case series. This case study analyses the journey of Raj, the entrepreneur behind the brand 'Tee-for-Me' and the challenges faced by him as a male entrepreneur in an era of budding women entrepreneurs, in a product category that is aimed to cater to the women, that is, customised T-shirts for women. His business flourished during challenging decades as he implemented strategies to sustain his venture in the dynamic business landscape. The credibility of the business lies in the innovation and effective management of the various aspects of the business venture along with the implementation of good strategies in areas of changing consumer behaviour, seasonal nature of the T-shirt industry, managing his business without digitalization in an era when the world is available on the digital platform and doing his own bit in terms of helping other people by means of employment and HR policies at 'Tee-for-Me'.