What is it about?
The case depicts the entrepreneurship journey of Vineeta Singh, the Co-founder and CEO of SUGAR Cosmetics and the protagonist in this narrative. It commences with a brief overview of Vineeta's entrepreneurial spirit evident since her childhood. It also explores her academic accomplishments and alternative career paths, illustrating her entrepreneurial determination and decisiveness. Subsequently, the case outlines Vineeta's challenges in establishing SUGAR Cosmetics from scratch with her husband Kaushik Mukherjee, now the company's COO, and their journey to achieving a revenue of ₹500 crore in FY24 over 12 years. It then delves into SUGAR Cosmetics' innovative strategies to overcome various challenges. Additionally, the case emphasizes Vineeta's principles and focus in managing and scaling the business towards profitability, showcasing her leadership amidst adversity.
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Why is it important?
Upon completing the case, students will be able to: • Analyze competitive differentiation strategy • Evaluate business expansion strategies • Assess the role of leadership in scaling business and creating social impact • Critically assess the role of innovation and sustaining a competitive market
Perspectives
This case revolves around a company started by a woman showcasing women's leadership and women's empowerment through leadership. It also touches on a key perspective of managing business and steering a start-up towards profitability.
Bhoopendra Singh
International Management Institute
Read the Original
This page is a summary of: SUGAR cosmetics: empowering women through leadership, The CASE Journal, December 2024, Emerald,
DOI: 10.1108/tcj-05-2024-0153.
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