FreshToHome in 2022: No Jugaad (No Shortcuts)

By Howard Rosen, Blake Kavanaugh
2023 | Case No. E831 | Length 24 pgs.

This case follows Shan Kadavil, the co-founder and CEO of FreshToHome, as he assesses the growing diversity of investments being made by his team. FreshToHome is a technology-enabled platform that connects fishermen directly with customers, eliminating intermediaries and guaranteeing product quality and traceability. To achieve their mission, the company has invested heavily in advanced technology and operations to optimize the supply chain, reduce waste, and offer competitive prices.

This case highlights the balancing act required by Kadavil as he aims to maintain the company’s core mission while fostering growth and adapting to an ever-evolving competitive landscape (including both online players and traditional offline retailers and local vendors) FreshToHome must also navigate logistical issues and cultural differences when expanding geographically into new markets.

Learning Objective

The primary learning objective of this FreshToHome case study is to evaluate the challenges and opportunities in managing a disruptive business model, developing technology that augments physical infrastructure, and developing products with cultural considerations. Class discussions will examine FreshToHome’s innovative approach to connecting fishermen and customers, competition with various online and offline retailers, geographical expansion challenges, and strategies for maintaining the core mission while fostering growth.
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