Phool.co: sustainable business amid cultural traditions

Learning outcomes This case study equips learners with the ability to analyze innovative sustainable business approaches, understand the application of circular economy principles to achieve both profitability and environmental goals and examine the balance between cultural preservation and sustainability. It further explores strategies for scaling sustainable business models and fosters critical thinking about further strengthening brand equity and growth in competitive markets. Case overview/synopsis This case study discusses the flourishing story of Phool.co as the change innovator for sustainable business solutions through its “Flowercycling” technology, wherein the floral waste dumped into the rivers was handcrafted into organic and biodegradable premium fragrance-based products. This case study comprehends how to develop exclusive know-how of building a recognizable brand for a small start-up in the cluttered, unorganized home fragrance and wellness sector of India. Overall, this case study’s dilemma revolved around how Phool.co could scale its business by augmenting brand equity, ensuring financial viability through circular economy principles and developing effective sustainability-driven marketing strategies while also staying true to its social and environmental commitments and cultural values. Complexity academic level This case study is tailored for graduate and postgraduate management students in subjects such as marketing, branding, sustainable business practices, social entrepreneurship and environmental management. It is best introduced in the latter part of the course, where students can tackle complex business challenges involving sustainability, innovation and strategic brand management. Supplementary materials Teaching notes are available for educators only. Subject code CCS 8: Marketing.