What is it about?
This case is based on a small-sized homegrown business by a first-generation women entrepreneur in Ahmedabad, Gujarat, India. Founder Hetal Jhaveri and her family could see the opportunities that existed if they chose to expand their business but were unsure of how to.
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This page is a summary of: Hetal’s Homemade – market development dilemma, Emerald Emerging Markets Case Studies, December 2025, Emerald,
DOI: 10.1108/eemcs-12-2023-0519.
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