Published Online:June 2025
Product Name:The IUP Journal of Entrepreneurship Development
Product Type:Article
Product Code:IJED050625
DOI:10.71329/IUPJED/2025.22.2.81-93
Author Name:Shambhavi Tamrakar, Samarpita Roy and Arijit Santikary
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:91-93
This case study of Manjusha Nema (Manju Didi) highlights the power of resilience, strategic planning, strategic decision-making, quality control, operations, customer focus and other aspects of management in building a successful business from scratch. Starting with a small investment of 20,000, she started promoting her homemade pickles and pappad on WhatsApp. She leveraged heritage recipes and locally sourced ingredients to create a unique brand identity. She also actively engaged in product development and quality upgradation processes to grow her business. What follows is an entrepreneurial story that provides essential insights into various aspects of management being taught in the classroom setup.
Entrepreneurial ventures not only create job opportunities but also foster innovation and contribute significantly to the overall development of economies (Tang, 2004). Entrepreneurs require to demonstrate resilience during unexpected situations while pursuing opportunities and strategically modifying their approach to leverage the new circumstances (Markman et al., 2004).