Deepika Store: A Dilemma of Being Sustainable or Profitable

Nimit Gupta () and Anuj Kumar ()
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Nimit Gupta: The NorthCap University
Anuj Kumar: Apeejay School of Management

A chapter in Socially Responsible Consumption and Marketing in Practice, 2022, pp 113-129 from Springer

Abstract: Abstract Situation faced: Manish, owner of Deepika store—a famous standalone retail store in a residential hub, involved in retailing the brands of daily needs to the residents of the area. With the advent of technology, he had witnessed the surge in new categories of products and brands, leading to high consumer choices. As a retailer, he was interested in providing sustainable brands due to future requirements. He was worried and in a dilemma, is this the right time to venture into sustainable products and brands tagged-of-its-kind retails stores. Action taken Manish had interacted with various suppliers of sustainable brands and products, dealing for a longer period. He also studied the various retailers, particularly the online retailers, who were involved in the business of sustainable brands and products. He also categorized and reviewed the various products as per their category listing, which can be replaced with sustainable brands and products. Finally, he had also taken the advice from his father for his opinion. Results achieved: The results of this case were Manish was able to integrate the application of sustainable practices seamlessly and flawlessly in his retail outlet. Also, he was instrumental in developing a chain of such retails stores, which were famous for sustainable products and brands. Also, he tried his hands not only in the hybrid format but also looked out for niche retail outlets only providing sustainable products which were customized and integrated services using the concept of backward integration. Lessons learned: The various lessons which can be learned from this includes—the application of sustainable business practices in the retail format. It also provides the learnings of how sustainable brands are important in the coming days—the lessons of integration of sustainability both at a strategic level as well as in the tactical level. The learnings will also include the functioning of various retail formats and their marketing mix, especially merchandising management. The case learnings can be generalized in various business settings.

Date: 2022
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DOI: 10.1007/978-981-16-6433-5_9

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