Case Overview

During the pleasant evening of April, 2025, on the ghats of Ganges, the protagonist of the case Satya Prakash Malviya, a visually challenged entrepreneur from Varanasi stood reflecting on his journey in the spice business. The social enterprise he had been built on the values of dignity, purity, and inclusion was now facing turbulent times. He was uncertain of the future course of actions with much at stake. Motivated by the COVID-19 crisis, which wiped out livelihoods for many specially-abled individuals, Malviya founded Advitiya Masale a brand under Svampurna Kashi Masala LLP. What once began with minimal savings, basic machinery, and immense resolve had now evolved into a mission-driven enterprise. Malviya was committed for empowering specially-abled workers, widowed women, and marginalized individuals, therefore employed majority of workforce who had special abilities. His major focus was to supply pure spices to the Indian households. However, as demand grew, Malviya faced an urgent need to expand beyond his existing B2B networks in local vicinity. He had to take the stand whether to enrich his participation in the historically famous Kashi market Gola Dinanath Mandi or move beyond the Varanasi for national level expansion. He grappled with the question of whether and how to scale the business to fulfill his vision of delivering quality spices to households across India. He was concerned around quality procurement, operational capacity, and marketing. Still, driven by his mission to sustain livelihoods for specially-abled individuals, he searched for answers on the shores of the Ganga. With trust deficits and operational vulnerabilities adding to the challenge, the path ahead was far from smooth. Malviya now stood at a crossroads one that would determine not only the future of his enterprise but also the social purpose at its core.

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