THE DYNAMICS OF MICRO-ENTREPRENEURIAL SUCCESS DURING COVID-19 PANDEMIC: THEÂ TALE OF MADHABH

Ashok Sar
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Ashok Sar: KIIT University, Bhubaneswar, Orissa, India

Asian Case Research Journal (ACRJ), 2023, vol. 27, issue 03, 183-192

Abstract: This case study explores the performance of a micro-enterprise during the challenging COVID-19 pandemic. Madhabh, a 54-year-old community milkman in Bhubaneswar, India, faced a significant decline in his milk business due to the pandemic. To adapt, he started selling “Paneer, Ghee, and Chena Poda†made from surplus milk. Through word-of-mouth promotion and improvements in storage and distribution, the new venture became successful, earning the family 30% more than pre-pandemic levels. Now, with economic activities resuming, Madhabh is considering how to reorient his business in light of competition and his family members’ disinterest in the traditional milk business.

Date: 2023
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DOI: 10.1142/S0218927523500104

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