Title: Reindeer Apparels: the growth and evolution of a micro-enterprise

Authors: Ramachandran Natarajan; Manini Gurjar

Addresses: College of Business, Tennessee Tech University, Cookeville, TN 38505, USA ' Reindeer Apparels, 1275, Neha Apartments, Subhash Nagar, Pune-411002, India

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.

Keywords: case studies in entrepreneurship; women entrepreneurship; innovative entrepreneurship; women entrepreneurs in India; micro-enterprises in India; social entrepreneurship; women empowerment.

DOI: 10.1504/IJICBM.2022.125595

International Journal of Indian Culture and Business Management, 2022 Vol.27 No.1, pp.100 - 110

Received: 04 Jan 2021
Accepted: 15 May 2021
Published online: 16 Sep 2022 *

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