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The Dynamics Of Micro-Entrepreneurial Success During Covid-19 Pandemic: Theâ Tale Of Madhabh

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  • Ashok Sar

    (KIIT University, Bhubaneswar, Orissa, India)

Abstract

This case study explores the performance of a micro-enterprise during the challenging COVID-19 pandemic. Madhabh, a 54-year-old community milkman in Bhubaneswar, India, faced a significant decline in his milk business due to the pandemic. To adapt, he started selling “Paneer, Ghee, and Chena Poda†made from surplus milk. Through word-of-mouth promotion and improvements in storage and distribution, the new venture became successful, earning the family 30% more than pre-pandemic levels. Now, with economic activities resuming, Madhabh is considering how to reorient his business in light of competition and his family members’ disinterest in the traditional milk business.

Suggested Citation

  • Ashok Sar, 2023. "The Dynamics Of Micro-Entrepreneurial Success During Covid-19 Pandemic: Theâ Tale Of Madhabh," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 27(03), pages 183-192, September.
    • Handle: RePEc:wsi:acrjxx:v:27:y:2023:i:03:n:s0218927523500104
    DOI: 10.1142/S0218927523500104
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