Sujatra : retired entrepreneur globally expanding Indian ethnic wear /

Sujatra is an Indian wear proprietorship startup launched in Kolkata in 2016 by 63-year-old female entrepreneur, Chitralekha Das. Das was explicitly passionate about designing sarees, the standard attire for women of India and exported as "ethnic wear" to women outside of India. By August...

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Bibliographic Details
Main Authors:	Agnihotri, Arpita (Author), Bhattacharya, Saurabh (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:	SAGE Business Cases.
Subjects:	Entrepreneurship > Case studies. Small business > Management > Case studies. Entrepreneuriat > Études de cas. Petites et moyennes entreprises > Gestion > Études de cas. Entrepreneurship Small business > Management Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Sujatra is an Indian wear proprietorship startup launched in Kolkata in 2016 by 63-year-old female entrepreneur, Chitralekha Das. Das was explicitly passionate about designing sarees, the standard attire for women of India and exported as "ethnic wear" to women outside of India. By August 2020, Das had established her customer base in India and international markets, including Canada, Singapore, the United States, and the UK. However, her customer base was predominantly Indian women. Unlike other entrepreneurs who primarily believed in blitzscaling (i.e., expanding business to increase revenues but not necessarily earn profits), Das believed in delivering value while simultaneously making profits. She also differed from other entrepreneurs by selling sarees directly through her company's website rather than relying on third-party retailers. Though women outside India also showed interest in wearing sarees, and celebrities like Oprah Winfrey wore sarees on several occasions, there was skepticism if sarees would be culturally accepted in international markets. Should Das target Western women as well as she expands into international markets? Should she reconsider selling through third-party online retailers like Amazon? What aspects could she explore in designing sarees?
Physical Description:	1 online resource : illustrations.
ISBN:	9781529611502 1529611504