Assistant Professor, Amrut Mody School Of Management, Ahmedabad University, Ahmedabad, Gujarat, India. sonal.yadav@ahduni.edu.in
Bhudiakesar Farm Is Located On Bhuj-Anjar Highway. This Farm Is Very Popular In Bhuj As Most Of Its Products Are Grown Organically And Sold In The Market By Its Brand Name “Bhudia“. Kesar Mango Is One Of The Varieties Of Mangoesknown For Its Bright Orange Colored Pulp. All The Fruits Including Mangoes Are Grown Organically. It Is Observed That The Market Size Of Organic Produce Remains Smaller Due To High Price. Thus, The Biggest Challenge Of This Brand Is To Sustain In The Market Against Other Brands Which Use Non-Organic Fertilizer (Insecticides And Pesticides). As Of Now, There Areonly 3 Branches Located In Bhuj, Anjar And Ghandhidham And Managed By The Family Members Only. Slowly, The Brand Is Becoming Popular Among People And There Is Increase In Demand Too. However, Lack Of Faith In Other People And Chances Of Adulteration Detersveljibhi (The Owner) From Opening More Branches In Other Areas Which Are Far Away From Bhuj. The Case Focuses On The Business Expansion And Challenges Ahead.
organic farming, family business, market expansion, agri-business
