NirogStreet: A Digital Platform for Ayurveda Healthcare

Lack of trust and transparency had long plagued the Indian Ayurveda industry. NirogStreet, a New Delhi-based start-up, seeks to mitigate this problem through its tech-enabled platform that offers digital solutions to Ayurveda practitioners and patients. The case study describes its history, macro environment, business model, growth trajectory, other industry players, and the potential opportunities and challenges ahead. It helps students understand how the macro environment affects a business, how a platform business gains competitive advantage from its internal resources and capabilities, and how to achieve rapid growth through value innovation and lean start-up process.

The case is suited to teach any (or all) of the following themes/concepts: 1.External analysis to understand the macro environment of a business; 2.Internal analysis to understand a company’s competitive advantage and value innovation; 3.Lean start-up, building business, and entrepreneurship; 4.Strategy formulation, how to develop options and create ideas for business growth.