Author(s): Ramya K Prasad
It’s a rare scenario in this highly competitive world for marketers to promote their products keeping sustainable economic wellbeing of the society. Many theories such as circular economy, extended producer responsibility etc have been evolved over the years but to embrace them in real life business operations has been a challenge. The author, here finds one such start-up run by a young couple and develops a case based on an interview with the founders of the start-up, Kocoatrait and examines the newspaper reports, their website and social media posts from time to time to deliberate how this company has made it big in business with the right use of social media during the pandemic. The author was impressed with the motto of the company and hence has used qualitative methodology to develop the case.