Two Brothers Organic Farms: building shared value in a competitive market
Publication date: 14 June 2024
Abstract
Learning outcomes
After completion of the case study, students will be able to understand organic farming challenges in India, analyze Two Brothers Organic Farms’ (TBOF) value chain for creating shared values, evaluate marketing mix and product development strategies, explore social media’s impact on marketing and explore and propose strategies for long-term sustainability in the organic farming industry.
Case overview/synopsis
The case study revolves around the entrepreneurial journey of Ajinkya and Satyajit Hange, two brothers who transitioned from successful banking careers to pursue their passion for organic farming. Establishing TBOF in Pune, India, the duo faced challenges in introducing organic produce to a market resistant to change. With a commitment to regenerative agriculture, they implemented innovative farming practices, including desi cow rearing, multicropping and indigenous seeds. The narrative unfolds the brothers’ strategic roles, where Ajinkya manages crop production, and Satyajit focuses on marketing. Emphasizing a trusted brand built on quality, they expanded their product portfolio (Figure 2), reaching 52 countries through direct marketing and word of mouth. As the organic food industry surged postpandemic, TBPF faced challenges in meeting rising demand. The case study discusses the organic farming sector in India, underscoring the brothers’ efforts to combat harmful agro-inputs. The dilemmas lie in navigating the niche organic market, supply–demand imbalances and the need for sustainable business processes. The case study aims to explore the strategic decisions and dilemmas encountered by TBOF, offering insights into the complexities of sustainable entrepreneurship in the Indian organic farming sector.
Complexity academic level
This case study should be used in marketing and management classes at the undergraduate level. Applicable concepts include artificial intelligence, social media, content and information.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 11: Strategy.
Keywords
Acknowledgements
This is to acknowledge that Seema Laddha joined at the Department of Marketing, Universal AI university on dated 25th September 2023.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Laddha, S. and Bose, V. (2024), "Two Brothers Organic Farms: building shared value in a competitive market", , Vol. 14 No. 2. https://doi.org/10.1108/EEMCS-10-2023-0416
Publisher
:Emerald Publishing Limited
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