This case concerns a young MBA from India, Yashovardhan Agarwal (Yash), who, in 2024, contemplated the growth strategy of SVG Fashions Pvt. Ltd. (SVG), his family’s textile business. The company’s vision was to be a one-stop textile solution provider converting “fibre to fashion.” However, changes in the market and competition required significant investments in developing competencies that could make the company future-ready and more profitable. Yash deliberated on whether to expand the current business, build a business-to-business athleisure brand by selling through offline retail channels, or build a direct-to-consumer online athleisure apparel brand. Yash needed to be sure that the choices he made not only offered profitable growth but also built relevant core competencies to sustain SVG’s competitive advantage in the future.
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