Business in off-stream product An Opportunity or a Mirage?

Abstract

It is always said that doing business in off-stream product is a twoedge sword. You may get success and may get off track like the
product. The case is all about Satvaras-a natural cold press juice
brand and the firm established by an IT Engineer based at
Ahmedabad with having entrepreneurial background and guts.
Being an off track FMCG category, the product puts many challenges
to the entrepreneur. The case throws light on approaches and
strategies adopted by the entrepreneur to penetrate the brand in
market and to sustain it for long time. However, the sustainability of
the brand and enterprise will depend on the road map designed and
dynamics of the market. The case discusses both the opportunities
prevailing and threats ahead with such product category.