Prof Ranjitha GP, has authored ‘How does pandemic force social enterprises to evolve? – A case study of ThankUFoods’. It has been published in Emerald Emerging Markets Case Studies. This case study highlights the overall journey of ThankUfoods (TUF), a social enterprise, that empowers visually and physically challenged people by equipping them to profitably sell food products. The study, co-authored with Rai Siddhant Sinha (Department of Strategic Management, Indian Institute of Management Kozhikode, Kozhikode), Augustin Paul Paul (School of Agribusiness, Professor Jayashankar Telangana State Agricultural University, Hyderabad), and R. Sai Shiva Jayanth (Jindal School of Banking and Finance, OP Jindal Global University, Sonipat), traces the underlying constraints and the new challenges faced by TUF in a peculiarly emerging market setting. More importantly, it provides a setting for the students to be in the protagonist’s position and ponders – how should a social enterprise function in an emerging market in times of pandemic crisis. If it decides to explore novel options, what should be those, how can it proceed, and what to be cautious about.
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