Bandana Jain at the Sylvn Studio: The Journey of a Woman From a Contemporary Artist to an Entrepreneur Who Promotes Sustainability


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?

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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