Reindeer Apparels: the growth and evolution of a micro-enterprise
by Ramachandran Natarajan; Manini Gurjar
International Journal of Indian Culture and Business Management (IJICBM), Vol. 27, No. 1, 2022

Abstract: This case study describes the founding, growth, and evolution of Reindeer Apparels, a micro-enterprise in Pune, India. The following characteristics make this company worthy of study by students and scholars of entrepreneurship and innovation: 1) it was founded by a woman and being managed by women; 2) it is an example of innovative rather than replicative entrepreneurship; 3) it is an example of how skill-intensive entrepreneurship in the non-technology space can succeed with the right strategy and business model; 4) it illustrates how a micro-enterprise can succeed commercially and also have social goals. The various challenges faced by the company, its strengths, and vulnerabilities are discussed. The critical success factors of this micro-enterprise are identified and analysed.

Online publication date: Fri, 16-Sep-2022

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