THE HIMALAYAN CHOCOLATE: BRAND EXTENSION FOR SOCIAL
ENTERPRISE CASE STUDY SOLUTION
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SYNOPSIS
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The Himalayan Chocolate is the start-up brainchild of Rohan Keshewar. Stuck in the village of Katrain
during the COVID-19 lockdown, Keshewar stayed with a family in their homestay facility. While living
with the host family, he discovered that the locals had two primary sources of income: working at a nearby
n
farm and tourism. Owing to his skills in chocolate making, he made his first batch of chocolate for the host
family using local food ingredients. This began The Himalayan Chocolate journey, with a little start-up
tio
investment, raw chocolate, and unique local flavours. Keshewar named the brand The Himalayan Chocolate
to suggest a chocolate made by the Himalayan people using local ingredients. Post-lockdown, tourists found
locally made chocolate with attractive packaging at a competitive INR 80 per chocolate price. 2 Keshewar
lu
soon started getting orders from local shops and the tourists’ home cities. However, he had a limited
production capacity, with only two women employed for operations. Due to high demand, Keshewar trained
So
more women to make chocolates, manage the operations, and increase its production capacity.
Keshewar now faces the dilemma regarding increasing manufacturing capacity, recruiting more women to
The Case Solution Starts From page 4
,OBJECTIVES
• Introduce students to the concept of social entrepreneurship.
• Analyze the concept of brand positioning strategy for a start-up brand in the context of social
entrepreneurship with students.
• Examine the concept of brand extension and the type of brand extension for a start-up brand.
• Analyze whether The Himalayan Chocolate should remain in the Himalayan region or launch
nationwide.
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ASSIGNMENT QUESTIONS
1. What is social entrepreneurship, and how did Keshewar implement the concept?
2. Amid the cut-throat competition from brands, such as Ferrero India, Nestlé India, Mars, Incorporated,
Amul, and Hershey India, how can The Himalayan Chocolate create unique brand positioning?
3. Create a brand extension strategy, keeping Keshewar’s passion for social empowerment central to the
strategy.
4. At present, The Himalayan Chocolate is available only in a few locations. Should Keshewar launch his
brand nationwide? Discuss the brand launch strategy for The Himalayan Chocolate.
The Case Solution Starts From page 4
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pl
ANALYSIS
1. What is social entrepreneurship, and how did Keshewar implement the concept?
m
Social entrepreneurship does not have a universal meaning or definition. But it can be described as an
Sa
initiative to provide opportunities, products, or services to those in need with the resources available to
them. Social entrepreneurship generally originates when a neglected segment of society has unmet needs
ignored by both the market forces and the state. Some traits of social entrepreneurs are an entrepreneurial
intent, a deep concern for the welfare and upliftment of people, the community, or both, an ability to train
n
others, a willingness to go the extra mile to achieve results and outcomes, and an unwavering persistence
to achieve results.
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Social Entrepreneurship Strategy
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Social entrepreneurship involves a dynamic process and strategy to achieve success. Light suggests the
So
following steps for creating a successful social enterprise.3
1. Imagining a new equilibrium
2. Discovering an opportunity
3. Inventing the idea of change
4.
5.
6.
7.
8.
The Case Solution Starts From page 4
ENTERPRISE CASE STUDY SOLUTION
e
pl
SYNOPSIS
m
Sa
The Himalayan Chocolate is the start-up brainchild of Rohan Keshewar. Stuck in the village of Katrain
during the COVID-19 lockdown, Keshewar stayed with a family in their homestay facility. While living
with the host family, he discovered that the locals had two primary sources of income: working at a nearby
n
farm and tourism. Owing to his skills in chocolate making, he made his first batch of chocolate for the host
family using local food ingredients. This began The Himalayan Chocolate journey, with a little start-up
tio
investment, raw chocolate, and unique local flavours. Keshewar named the brand The Himalayan Chocolate
to suggest a chocolate made by the Himalayan people using local ingredients. Post-lockdown, tourists found
locally made chocolate with attractive packaging at a competitive INR 80 per chocolate price. 2 Keshewar
lu
soon started getting orders from local shops and the tourists’ home cities. However, he had a limited
production capacity, with only two women employed for operations. Due to high demand, Keshewar trained
So
more women to make chocolates, manage the operations, and increase its production capacity.
Keshewar now faces the dilemma regarding increasing manufacturing capacity, recruiting more women to
The Case Solution Starts From page 4
,OBJECTIVES
• Introduce students to the concept of social entrepreneurship.
• Analyze the concept of brand positioning strategy for a start-up brand in the context of social
entrepreneurship with students.
• Examine the concept of brand extension and the type of brand extension for a start-up brand.
• Analyze whether The Himalayan Chocolate should remain in the Himalayan region or launch
nationwide.
e
pl
m
Sa
n
tio
lu
So
ASSIGNMENT QUESTIONS
1. What is social entrepreneurship, and how did Keshewar implement the concept?
2. Amid the cut-throat competition from brands, such as Ferrero India, Nestlé India, Mars, Incorporated,
Amul, and Hershey India, how can The Himalayan Chocolate create unique brand positioning?
3. Create a brand extension strategy, keeping Keshewar’s passion for social empowerment central to the
strategy.
4. At present, The Himalayan Chocolate is available only in a few locations. Should Keshewar launch his
brand nationwide? Discuss the brand launch strategy for The Himalayan Chocolate.
The Case Solution Starts From page 4
, e
pl
ANALYSIS
1. What is social entrepreneurship, and how did Keshewar implement the concept?
m
Social entrepreneurship does not have a universal meaning or definition. But it can be described as an
Sa
initiative to provide opportunities, products, or services to those in need with the resources available to
them. Social entrepreneurship generally originates when a neglected segment of society has unmet needs
ignored by both the market forces and the state. Some traits of social entrepreneurs are an entrepreneurial
intent, a deep concern for the welfare and upliftment of people, the community, or both, an ability to train
n
others, a willingness to go the extra mile to achieve results and outcomes, and an unwavering persistence
to achieve results.
tio
Social Entrepreneurship Strategy
lu
Social entrepreneurship involves a dynamic process and strategy to achieve success. Light suggests the
So
following steps for creating a successful social enterprise.3
1. Imagining a new equilibrium
2. Discovering an opportunity
3. Inventing the idea of change
4.
5.
6.
7.
8.
The Case Solution Starts From page 4
