Value Ingredients Private Limited: engaging farmers for achieving triple bottom line

Title

Value Ingredients Private Limited: engaging farmers for achieving triple bottom line

Creator

Koride P.; Venkatagiri S.; Ganesh L.

Description

Learning outcomes: After completion of this case study, students will be able to apply the triple bottom line concept to a spice manufacturing and export company (RBT 3); to examine the options before Value Ingredients Private Limited (VIPL), namely, to cultivate spices in the traditional way versus adopting integrated pest management (IPM) to cater to international markets (RBT 4); to analyse the returns for an IPM farmer vis-vis a conventional farmer, and to compare the returns therein (RBT 4); and to evaluate the ways and means of engaging farmers to change their way of cultivation (RBT 5) Case overview/synopsis: The COVID-19 pandemic heightened awareness about the benefits of spices and buoyed its demand worldwide, which presented an opportunity to VIPL, a spice manufacturing company based in Chennai, to expand its business. However, the export markets demanded residue-free spices grown with little or no use of pesticides. Traditional farmers supplying spices to VIPL were accustomed to spraying pesticides whenever there was a pest attack. This case study discussed the options that the protagonist Mr Sijil Karim, managing director and CEO of VIPL, had, who wanted to onboard farmers for pesticide-free cultivation. The options before him were either to continue traditional farming or adopt IPM. This case study discussed the merits, demerits and challenges of each of these options. The triple bottom line concept discussed three Ps people, planet and prosperity for this case as follows: The farmers and the consumers constituted the people in the spice supply chain. The farmers supplying organic, export-worthy spices under the guidance of VIPL gained 30% more than regular spice farmers, which were accrued through cost savings and better prices. The consumers benefitted from the pesticide-free, organic spices through accrued health gains. The manufacture of organic, pesticide-free spices helped the planet, as the process did not release hazardous chemicals into the atmosphere. VIPL manufactured pesticide-free spice with a focus on prosperity. Complexity academic level: The case study can be introduced in a course on sustainability while discussing the triple bottom line concept. This case study showed how a for-profit company grew without losing sight of the planet or its focus on people. This case is best suited for students who have preliminary knowledge of supply chain management, operations and sustainability. Therefore, it is suited for sophomore-year students of MBA. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 11: Strategy. 2023, Emerald Publishing Limited.

Source

Emerald Emerging Markets Case Studies, Vol-13, No. 4, pp. 1-28.

Date

2023-01-01

Publisher

Emerald Publishing

Subject

Break-even analysis; Spice supply chain; Strategic management; Supply chain management; Sustainability; Sustainable development; Triple bottom line

Coverage

Koride P., School of Business and Management, Christ University, Bangalore, India; Venkatagiri S., School of Business and Management, Christ University, Bangalore, India; Ganesh L., School of Business and Management, Christ University, Bangalore, India

Rights

Restricted Access

Relation

ISSN: 20450621

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1108/EEMCS-04-2023-0094

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85178923631&doi=10.1108%2fEEMCS-04-2023-0094&partnerID=40&md5=b209311ff3b21e472dbf142d504ded81