Hathkargha: balancing scarcity marketing and customer satisfaction in the digital age

Learning outcomes This case highlights the importance of adaptability and innovation in sustaining business growth. It emphasizes how resilience and strategic flexibility help maintain a handcrafted, artisanal brand amid growing demand and digital disruption. Learners will explore how a founder-led business can remain relevant by embracing change while preserving its core identity in a competitive and unpredictable market environment. Case overview/synopsis This case researches into the entrepreneurial journey of Shubha Mutneja, the founder of Hathkargha, a premium artisanal sari brand rooted in India’s traditional weaving practices. After nearly a decade of curating handcrafted, limited-edition saris, Shubha faces a strategic dilemma: how to scale her business while preserving the core values of exclusivity, personal touch and craftsmanship that have defined her brand. As demand outpaces supply and customer dissatisfaction grows, Mutneja must evaluate whether expanding her product line or increasing production would dilute Hathkargha’s unique brand identity. The case explores the tension between scarcity-driven branding and customer expectations in the digital age, particularly within a growing market for ethnic wear and sustainable fashion. Complexity academic level The case would be appropriate for regular and executive MBA/PGDM marketing specializations that have electives in product and brand management, heritage branding and distribution management as an elective. Those studying entrepreneurship and strategic management would also benefit as they will understand the entrepreneurial challenges and brand extension-led growth strategy. Supplementary material Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship