The case focuses on Khaloom, a Bangalore-based textile design and production house that makes authentic handwoven fabrics from recycled and organic yarns. Its in-house designs are contemporary or blend traditional and modern, and its high-quality fabrics meet both environmental and social sustainability criteria.

The case describes the hospitality brand AZULIK, which offers a unique luxury experience based on a set of contemporary values that resonate with the most demanding international consumers: connecting to art, nature, and local communities. In the process of building the resort, a series of brands were created to fill the various needs of guests—restaurants, bar, spa, shops, and a museum.

The English Tea Shop Organic (ETS) brand has created a sustainable ecosystem that supports suppliers’ livelihoods as well as its competitiveness in the market. In 2021, it embarked on a second 10-year plan, aiming to become a sustainable, employee-owned business with a purpose-driven brand, and by 2022 30% of the company was employee owned.

CXsphere, a startup in the permission-based ecommerce ecosystem space, had gained initial success with the launch of its first Artificial Intelligence (AI) driven customer engagement product. It had several clients and was generating recurring revenues. AI-driven data analytics was a new industry and CXsphere had a unique business model.

Janani – an affiliate of the US-based NGO, DKT International – offers reproductive health products and services to low-income consumers from its base in Patna, Bihar. It has grown tremendously, expanding its coverage from 8 to 25 states — almost the whole of India.

The case focuses on Save the Children’s Center for Utilizing Behavioral Insights for Children (CUBIC), founded in April of 2020 with the goal of utilizing behavioral decision theory insights to design and implement randomized control trials (RCT) and use that evidence for robust decision making.

The case describes Carla Barbotó and Santiago Peralta’s journey building a premium, ethical chocolate brand – Pacari – in Ecuador, that has won over 160 awards including “World’s Best Chocolate” for five consecutive years.

SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.

The case describes the story of Sri Lanka-based Dilmah Ceylon Tea. Founded in 1988 by the current CEO’s father, the company pioneered the concept of ‘single-origin tea picked, perfected and packed’ in Sri Lanka, with a brand based on taste, goodness and purpose. Present in over 105 countries, it is one of the most well-known Sri Lankan brands worldwide.

After breaking into China’s smartphone market, where it becomes a leading brand, Xiaomi sees sales stagnate and then decline as the disruption strategy that empowered its rise loses momentum. As competitors counter every move, targeting its core consumer segment, the company urgently needs to reignite growth and develop a sustainable competitive advantage.