Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Desiri Naturals: sustainable agriculture and eco-friendly business Subject The topic of the resource Awareness; Business model; Entrepreneurship; Green marketing; Marketing; Marketing management; Operations management; Organic products; Packaging; Pricing; Social marketing; Sustainability Description An account of the resource Learning outcomes: After completion of the case study, the students will be able to critically analyze the business model of Desiri Naturals, analyze the pricing strategy of Desiri Naturals, examine the importance of experiential marketing in the success of an environment-friendly business, identify the challenges faced by new entrepreneurs and evaluate the sustainability practices of Desiri Naturals. Case overview/synopsis: This case study discusses the business model of an environmentally friendly business. The challenges and obstacles faced by entrepreneurs are illustrated in this case. The entrepreneurs vision to provide chemical-free food is highlighted and their business operations as a means to fulfill this vision are explained. Desiri used an age-old bull-driven method of oil extraction (Ghana). Challenges in pricing due to the availability of low-priced mass-produced edible oil using the solvent extraction process are presented in this case. The entrepreneurs faced the pricing dilemma at the inception of the business, as oil produced using the natural cold pressing method cost three times the selling pricing of solvent-extracted oil. Innovative methods of experiential marketing such as Ghana tourism are explained in this case. This case study also explains the sustainable and natural farming techniques propagated through its network of farmers. This case study provides insights into the scalability of this model and the scope for employment generation in rural India. The environmentally friendly practices followed by Desiri, such as the use of glass bottles and reusable steel containers for packaging oil are emphasized. Finally, this case presents the marketing and operational challenges faced by entrepreneurs in their quest to expand their operations. Complexity academic level: This case study can be used by postgraduate and undergraduate students studying marketing, entrepreneurship, sustainability and operations management courses in commerce and business management streams. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS8: Marketing. 2024, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Saldanha A.; Veigas O.; Aranha R. Source A related resource from which the described resource is derived Emerald Emerging Markets Case Studies, Vol-14, No. 3, pp. 1-18. Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/EEMCS-02-2024-0061" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/EEMCS-02-2024-0061</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85200054789&amp;doi=10.1108%2FEEMCS-02-2024-0061&amp;partnerID=40&amp;md5=9d4ac254f32cd37313bacf75368ff22e" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85200054789&amp;doi=10.1108%2fEEMCS-02-2024-0061&amp;partnerID=40&amp;md5=9d4ac254f32cd37313bacf75368ff22e</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 20450621 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Saldanha A., Department of Marketing, St. Josephs Institute of Management, Bangalore, India; Veigas O., Department of General Management, St. Josephs Institute of Management, Bangalore, India; Aranha R., School of Business and Management, Christ University, Bangalore, India