The case is the story of a female entrepreneur who converted her passion for art and sustainability into a business opportunity. In 2013, Ms. Bandana Jain started a studio in India to design artwork and furniture from corrugated cardboard. Over six years, Ms. Jain became a brand name as she transitioned to focus on commissioned artwork in the luxury market segment. During the COVID-19 lockdown in 2020, Ms. Jain was concerned with several dilemmas around her entrepreneurial activities. She considered several important questions. Should she expand into the premium market segment along with the luxury market segment, so that the majority of upper-middle-class consumers could afford her sustainable lifestyle products? Should she become a social entrepreneur who promotes and practices sustainability? Should she adopt a village and empower other women to manufacture sustainable home décor products and furniture?
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