Case study - Decoding the responsible gifting model of nurturing green

Abstract

Sustainable development is defined as ‘meeting the needs of the present without compromising the ability of future generations to meet their own needs’ (Brundtland et al. 1987). The concept of sustainable development has provided an opportunity to entrepreneurs to focus on the concept of different patterns of growth. Annu Grover is one such ‘ecopreneur’ who gave an absolutely new meaning to the concept of green business. His venture “Nurturing Green”, a chain of high end retail stores has made use of a simple concept “Gift a plant”, to bring about a change by bringing people near to the environment. The case study, demonstrates the inception and growth of an idea wherein a business model can lead to environmental and social wellbeing. The case examines the concept, challenges, achievements, growth path and the business models involvement in inculcating a sense of responsibility among people for adoption of plants.