Fruit Bageecha: A Case Study of Coprenuership in a Rural Setup of India

Apoorva Kumar; Praveen Kumar; Pawan Garga

doi:10.17010/amcije/2019/v2i3/148281

Fruit Bageecha: A Case Study of Coprenuership in a Rural Setup of India

Apoorva Kumar ¹, Praveen Kumar ², Pawan Garga ³

Affiliations
1 Research Scholar, Himachal Pradesh University Business School, Shimla - 177005, Himachal Pradesh, India
2 Assistant Professor, Himachal Pradesh National Law University, Ghandal - 171011, Himachal Pradesh, India
3 Director and Professor, Himachal Pradesh University Business School, Shimla - 177005, Himachal Pradesh, India

The case presents an overview of the journey of a couple based out of Singapore who left their spectacular career choices. It discusses the key challenges faced by them in terms of finance, skills required, resource management, change management, cultural issues, and resistance. It discusses the development process and the decisions taken for production, operation, implementation approach, marketing, and distribution.