Managing the Crisis: Learnings from ‘Zero Risque’

This case study aims to identify the leadership qualities required to manage the business during a pandemic-like crisis. Kamadgiri Fashion Limited (KFL) a small company incorporated in India in the year 1987, was into the manufacturing of fabric and ready-made apparels. Slowly and steadily, it had established its foothold in the B2B market and also had strategic partnerships with large FMCG companies in the country. During COVID-19 lockdown, the company had to completely stop its manufacturing process. Demand suddenly dropped and the management knew that if this continued, they would not be able to sustain the business. They wanted to convert this adversity into an opportunity. With the help of technological innovation, they started manufacturing bacteria- and virus-resistant masks under the brand name Zero Risque. The company always wanted to be a part of the solution to the pandemic problem, and they could do it with Zero Risque. Decisions were taken quickly to buy the technology, manufacture the product according to the customer needs and market it. They became the first company headquartered in India, to sell these masks in the country. With daily sales almost doubling after few months, the company gradually could overcome the crisis.