Shrujan: Weaving Long Lasting Threads of Life
(6 pages of text)
Shrujan, a 50-year-old social enterprise, was started to provide work for villagers following a severe drought in the Kutch region of India. The organization focused on using the villagers’ appreciable skills in embroidery to create and market high-end handicrafts. The products both generated a source of added income for their households and helped to preserve the traditional crafts of the artisans. Shrujan had grown over the years, increasing sales and thus increasing the number of artisans supported by the project. However, in January 2020, a young fashion designer—the niece of the trustee manager and an employee at Shrujan—had ideas for growing and expanding the organization even further. The trustee manager needed to evaluate her niece’s proposal and decide whether or not it was possible to scale Shrujan and grow the business without compromising its social commitment.
This case can be used in graduate-level courses on entrepreneurship. It offers a particular learning opportunity for niche courses in social entrepreneurship. The case is also suitable in a course on public policy with emphasis on doing business in emerging markets and the role of social enterprises. After working through the case and assignment questions, students will be able to
- identify the motivations of social entrepreneurs and explain how social enterprises grow and evolve;
- explain the role Shrujan plays in enabling self-employment and sustaining the practice of traditional crafts;
- outline the challenges faced by social enterprises involved in growing a not-for-profit business; and
- describe the business models adopted by social enterprises and prepare a business plan for Shrujan.
Social Advocacy Organizations
India, Small, 2019
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