SHAKTI: empowering women with safety wearables

Learning outcomes The objectives of the case are to enable students to: Case overview/synopsis Shakti Wearables was established by Srishti Sharma in April 2022 as a private limited company with offices in Gurgaon, Noida and Delhi, with the aim of innovating a wrist-wearable smart bangle for women. Powered by a five-member team, including Srishti, the company developed a smart wearable bangle with unique features. The device could disable the perpetrator with a low current while simultaneously sending alerts to women’s emergency contacts in the event of any untoward incident.The case traces Shakti Wearables’ journey, focusing on the strategic decision-making involved in developing an effective go-to-market approach for launching a technology-driven product aimed at women’s safety. It also captures the associated challenges of understanding the market environment, assessing the need for such a product through market research, defining clear segmentation, targeting and positioning strategies and evaluating distribution channels to ensure effective reach. Complexity academic level The case can be used in entrepreneurship, marketing and business strategy courses. Subject Code CSS8: Marketing.