The case examines Greenobar, India’s inaugural zero-waste fruit juice bar established in Gujarat by Yash Mehta in 2021. Born from Yash’s experience with Farmse India, a sustainability-focused organic enterprise, the venture introduced a “Pedal–Blend–Drink” concept designed to merge eco-friendly consumption with active living.
Despite attracting good initial interest, the venture eventually faced reduced footfall, operational inefficiencies and inventory management complexities. By late 2023, Yash reached a strategic crossroads regarding the business’s sustainability. This case challenges students to evaluate whether Greenobar’s hurdles stemmed from impulsive opportunity recognition, flawed venture planning or a fundamental misalignment between social objectives and commercial viability. It...
