Bhaumya Innovations: from start-up to scale-up

Learning outcomes This case study can be used once the class is appraised of the basic concepts of entrepreneurship and strategic management such as effectuation, design thinking, competitive advantage, strategic positioning and blue ocean strategy. Upon completion of the case study discussion, students shall be able to understand how entrepreneurs in a resource-constrained environment undertake decisions to launch and grow entrepreneurial ventures in emerging markets using effectuation theory; apply the stages of design thinking to solve real problems faced by people by developing human-centric solutions; explore how new market and new product opportunities can be explored using blue ocean strategy; and analyze how startup can enhance their competitiveness through various strategic positioning framework. Case overview/synopsis Deepak Reddy Kongari, a mechanical engineer from Telangana, established Bhaumya Innovations to address the problems surrounding untillable land faced by rural farmers in India. Motivated by the difficulties faced by farmers in his village, Narayanakhed, particularly the issue of stone-laden lands, Kongari developed “RUDRA”, a machine designed to efficiently clear stones, harvest crops and solving the issues of labor shortage. Despite initial setbacks with the prototype, Kongari’s determination, along with mentorship and government support, made him develop a commercially viable product. Bhaumya Innovations was officially launched in 2022, with focus on reducing manual labor and fostering agricultural efficiency. Bhaumya Innovations was committed to advancing sustainable agricultural practices, aiming to organize the fragmented sector and improve the livelihoods of farmers across India through its innovative technology. However, insights from the case present us with the question: whether to diversify Bhaumya Innovation offerings to cater to different regional and geographic needs, or focus on the expansion of existing products in the long run considering the significant rise of agritech startups in India? Complexity academic level This case study is suitable for undergraduate and Master of Business Administration program. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.