Going beyond white-labelling: the conundrum of Greenwear’s identity

Learning outcomes This case study aims to integrate the students’ thoughts about the introduction of solar fabric produced via solar spinning wheels. It is primarily designed for students in acquainting with the concept of an existing brand name “Greenwear” to create a brand for itself rather than working under the umbrella of white labelling. In response to these challenges, the learners would be able to: Case overview/synopsis Greenwear was born as the first label across the country for producing solar garments via solar spinning wheels by Abhishek Pathak (he) hailing from Sultanpur district of Uttar Pradesh. The label produced sustainable fabric rolls and garments using a natural and non-depleting source of solar energy. As the company grew, it started getting more orders from different brands due to its exceptional quality, exclusivity and value-based pricing. Over the years, the company also contributed to the emerging economy by successfully creating employment for grassroot women artisans, while ensuring the revival of the doomed art form. While Greenwear was white labelling for premium brands like W for Woman, Aurelia and few other topnotch names, somewhere it was still struggling to establish its own identity in the textile market. Pathak faced a critical juncture in April 2024 in Lucknow, India – should he prioritize a short-term growth strategy via white labelling or invest in creating its own sustainable value for brand recognition and long-term growth? The case is designed to teach Brand Strategy & Positioning, Green Marketing & Innovation in sustainable business sector. Complexity academic level The case is relevant for students in disciplines of Entrepreneurship, Green Marketing, Brand Management, Corporate Social Responsibility and Strategy. It is designed for advanced MBA/PGDM, capstone courses in Marketing, Strategy and Entrepreneurship and for working professionals including executives and managers. Supplementary material Teaching notes are available for educators only. Subject code CSS3: Entrepreneurship.