In 2022, the chief executive officer of Sid’s Farm, a dairy-farming business in Hyderabad, India, had to make a key decision regarding the expansion of his business. The company provided natural and unadulterated dairy products, produced using sustainable farming practices, using a direct-to-consumer (D2C) model and had earned a good reputation and won awards for both its positive impact on the farming ecosystem and its commitment to ethical and environmentally responsible business practices. Now, the CEO wanted to increase his reach to more farmers, providing them with economic sustainability. He wondered which metro city he should expand into and which strategy model to follow: Should he replicate the Hyderabad model in another city or transport milk from the existing dairy plant to the chosen metro city? Would such an expansion dilute the farm’s ethical standards or compromise its environmental sustainability commitments?
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