Earthspired: Building a Brand for Social Impact
Mrida (Sanskrit for soil), a fledgling social business venture, uses the 'Earthspired' brand to sell products made from high-value plants and herbs - sourced sustainably from small farmers in India - to middle-class consumers. Mrida's founders have ambitions to grow the brand in India and internationally but need to address several interconnected questions: What should the value proposition for Earthspired be and how should it be communicated? What is the most appropriate distribution channel - direct selling, retail, or on-line sales? What should be the business strategy to scale the Earthspired brand in view of the limited resources available?