Yash Pakka’s business model highlights the need for sustainability and why organisations should embrace it. The case can be used to teach circular economy and sustainability concepts and their importance to students; by going through this case, readers will be able to:
explain the three pillars of sustainability within the context of a manufacturing firm;
analyse how Yash Pakka integrates circular economy principles into its core business model;
analyse the operational and market challenges firms encounter when transitioning from traditional manufacturing to eco-friendly practices and evaluate their implications; and
develop and justify a strategic recommendation for a firm facing the choice between scaling established industrial segments (B2B) and entering emerging, price-sensitive consumer markets (B2C).
In its effort to become the frontrunner in providing sustainable, environmentally friendly packaging solutions, Yash Papers rebranded itself as Yash Pakka to demonstrate its commitment to offering innovative business solutions that can replace the most damaging and environmentally detrimental product: single-use plastic. Ved Krishna, the vice chairman of the company, was determined to give this company, which had existed for more than 40 years, a significant shift toward manufacturing sustainable products, as mandated by the United Nations Sustainable Development Goals. Yash Pakka developed a unique product offering using bagasse (a waste product of the sugar industry). The company offered four products – moulded products (under the brand name Chuk), pulp, paper and flexible packaging. Yash Pakka was on point when it came to sustainability initiatives and global market capture goals, but given the low awareness and high cost of production of such green products, what must Krishna to ensure its sustenance and increase its base in consumer markets (B2C) in India, along with growing presence in business markets (B2B)? The case is designed for teaching in the sub-field of marketing strategy and sustainable marketing, particularly focusing on consumer awareness, and B2B versus B2C market expansion in the sustainable packaging industry. It invites students to evaluate strategies for increasing product awareness and expanding Yash Pakka’s footprint in the consumer (B2C) segment while maintaining growth in business markets (B2B).
The course is suitable for management courses and modules at both undergraduate and postgraduate levels, focusing on sustainability, strategy and marketing. It can further be used in elective courses on circular economy, business and society and sustainability.
CSS 8: Marketing.
