Pink Tree: scaling roots or branching out?

Learning outcomes After completion of the case study, the students will be able to: Case overview/synopsis This short case explores the growth journey of Pink Tree, an ethnic wear boutique founded by Shrutika Mundra, a chartered accountant-turned-entrepreneur based in Bhilwara, Rajasthan. Pink Tree gained national visibility during the COVID-19 pandemic through Instagram reels highlighting Mundra’s personal style. By 2024, however, growth had plateaued, and Mundra faced a critical decision: whether to expand to Hyderabad, her hometown and a large metropolitan market, or consolidate her presence in Bhilwara and online channels. The case highlights challenges of scaling in emerging markets, the role of personal branding in digital marketing and the financial trade-offs between consolidation and expansion. Complexity academic level This case is designed for postgraduate management programmes, particularly Master of Business Administration and master’s-level courses in entrepreneurship, marketing strategy, retail management, small business management and emerging markets strategy. It is most suitable for courses focusing on the challenges of scaling small businesses in competitive and resource-constrained environments. It can also be adapted for small business management modules or executive programmes on women’s entrepreneurship. Subject code CSS 3: Entrepreneurship.