From hive to market: navigating the sticky road for honey and spice (H&S)

Learning outcomes The learning outcomes are as follows: students will be able to appreciate the role of personal passion and connection in shaping business ideas; students will appreciate the importance of developing effective marketing strategies for unique products home grown products like raw, unprocessed honey; students will understand the significance of employing digital strategies for modern businesses; and students will formulate strategies for business scalability, considering factors such as operational efficiency, market expansion and product diversification. Case overview/synopsis In 2014, during one of their trek to Dandeli in Western Ghats, the duo Ramya and Mithun encountered an indigenous tribe harvesting honey. Inspired by the tribe’s profound connection with nature and eco-conscious lifestyle, they felt compelled to share this experience with the world. With a renewed sense of purpose under the registered company Bonneterre Foods Private Limited, they launched the brand “Honey & Spice” (H&S) to introduce pure and natural honey harvested by ethnic tribes to consumers. Kick-started with Rs. 7 lakhs from their personal saving, the firm saw new beginnings with the launch of raw, unfiltered forest honey and flavoured honey under the brand name “H&S”. Experiencing a runaway success, the firm broadened their product line beyond honey to include spice and beauty products. To connect with the customers, unlike other commercial brands, the firm spends a very slight proportion of their revenue on commercial advertising and preferred to rely on digital advertising to engage with its audience. Despite increasing their expenditure in digital marketing the firm could not achieve the outcomes in terms of improving their brand penetration and customer acquisition. The duo also perceived that the firm had hit a plateau in terms of its market reach and customer growth. By staying true to their ethos, the firm has further plans to elevate its brand to new heights, resonating with consumers not just locally but also on an international scale. Complexity academic level The case was developed for the students at the undergraduate level and postgraduate level enrolled for courses such as entrepreneurship development, start-up management, strategic marketing and marketing management courses. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.