Millet magic foundation: a social initiative for alleviating poverty of the indigenous tribes of Mayurbhanj
Publication date: 5 April 2024
Issue publication date: 2 July 2024
Abstract
Research methodology
The case study is based on a social entrepreneurial journey where the authors have used an interview method to get the insights from the protagonists and the employees. Rigorous interviews were conducted online and in person for deep analysis of the protagonist’s strategies and decisive dilemma.
Secondary data was collected from company’s website for facts and figures.
Case overview/synopsis
This case study is a story of indigenous tribes of Odisha from the eyes of a woman who, with her co-founder, empathized with their vulnerable life and took on the challenge of creating sustainable livelihoods by establishing Millet Magic Foundation. The Millet Magic Foundation was established in 2021 by Shyama and her cofounder to uplift the indigenous tribe of Mayurbhanj by providing them livelihood through millet-based products. The foundation launched their millet-based snack products with the brand name WOWMOM. Millet Magic Foundation created social impact for the tribals by providing them with employment, fair wages, health care and social well-being. The specialty of the Millet Magic was reverse positioning and focusing on the bottom of the pyramid. The success of the Millet Magic Foundation relied on its mission to uplift the life of these indigenous tribal, especially the women, by overcoming the challenges with the strategies to establish Millet Magic as a social enterprise.
Complexity academic level
The case study is primarily suitable for postgraduate programme to teach the concept of social entrepreneurship in the entrepreneurship module. The case study can also be used for highlighting the role of social enterprise in sustainable economic development of emerging economies.
Keywords
Acknowledgements
Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.
Thanks to Shyama Jha and her team members for their assistance and insights in the creation of this case. It has been outstanding support and contribution from Shyama Jha who was most kind enough to share her valuable inputs and data.
Citation
Mathur, N., Mohanty, D. and Gupta, S. (2024), "Millet magic foundation: a social initiative for alleviating poverty of the indigenous tribes of Mayurbhanj", , Vol. 20 No. 4, pp. 837-858. https://doi.org/10.1108/TCJ-04-2023-0079
Publisher
:Emerald Publishing Limited
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