Journal of Emerging Technologies and Business Management


The case presents the journey of a successful small village entrepreneur, who without formal education learned the details ofthe business. With small amount ofinvestmen t, he ventured into one of the most competitive industries ofAhmedabad and challenged the established national players. He startedfacing the problems when business turned into a mature venture. The problems related to cope up with the scale of business in terms of promotion, franchise strategies and acquiring competent human capital to bring the sustainability in organisation became more evident. This case brings outa unique incident wherein a small village entrepreneur transforms himselfin modern entrepreneurfrom a conventional entrepreneur who embraces the changes including introducing structural changes in business. Protagonist ofcasefelt the education level would also have played notable role inframing out the efiective strategies in delivering thesustainability to the venture.