Learning outcomes After working through this case study and assignment questions, students will be able to identify and analyze challenges new-age entrepreneurial ventures like Redplum face in intensely competitive global online marketplaces; understand the barriers to promoting Redplum’s brand offline stores in India and abroad; apply capital budgeting techniques to monitor and manage the progress of long-term investment projects and enhance their financial decision-making abilities; evaluate strategic funding options for startups in emerging markets that leverage market dynamics while ensuring a balance between sustainability and profitability; evaluate Replum’s approach to regulatory challenges and supply chain strategies in emerging markets; and analyze Redplum’s funding decisions using capital structure theory in the context of an emerging market. Case overview/synopsis On March 9, 2016, Sunil Chandra Saha embarked on an ambitious journey by founding Redplum Private Limited, aiming to revolutionize the global herbal tea market. With a bold vision to expand internationally and fund sustainable projects, Redplum quickly gained momentum, demonstrating impressive growth and a solid financial record. However, despite its success, the company faced a major hurdle: securing the capital needed to expand its offline presence and strengthen its digital footprint. As with many startups, traditional funding avenues were out of reach, leaving Redplum struggling to refine its local and global growth strategy. Determined to push forward, the company prioritized the quality of its herbal products, setting its sights on achieving a US100m valuation by 2024. Saha and his team faced significant challenges, including competing in the global online marketplace, expanding offline stores, managing finance and recruiting top talent who shared their vision. As the company reached a critical juncture, Saha realized that the next strategic decision could either propel Redplum to global success or result in missed opportunities. The leadership team also considered strategic partnerships and joint ventures for international expansion while evaluating the need to monitor long-term investments through capital budgeting and ensuring regulatory compliance to raise funds. The question was: How should they navigate their growth strategy? Complexity academic level This case study can be used in academic programs such as Master of Business Administration, entrepreneurship development and financial management to provide practical insights into business strategy, regulatory challenges and financial decision-making. The case may also be used for country managers of MNCs, industrialists, business consultants and economists. The case is an exclusive example of how a budding startup like Redplum can establish itself on an e-commerce platform and commence offline stores worldwide. Management students can explore alternative sources of funds for a company that is struggling for an infusion of capital. This case targets an advanced audience and requires a solid understanding of financial management, entrepreneurship and marketing, along with strategic tools like Porter’s generic strategies and the Ansoff matrix, to analyze real-world business challenges and decision-making. Supplementary material Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.
Dadhich et al. (Wed,) studied this question.