Parveen Phulkari House: A Heritage Brand, She Guards the Thread, Can it Stretch Global?
商品編號：W46978
出版日期：2026/04/20
再版日期：
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：Heritage brands;Women leadership;Cultural branding
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：India
產業：Arts; Entertainment; Sports and Recreation
事件年度：2025
This case explores Parveen Phulkari House (PPH), a women-led, third-generation heritage brand from India that grew into a successful Instagram boutique with nearly 60,000 followers and revenues of INR 5.9 million in fiscal year 2024–25. Founded by Manpreet Kaur and her family, PPH positioned itself as an authentic custodian of Phulkari embroidery. The founders were at a crossroads. They had to decide whether to remain a boutique, authenticity-first label or scale globally, balancing transformational reach with risks of cultural dilution, operational strain, and gendered barriers women entrepreneurs faced in accessing capital and credibility. The case enables discussion of social commerce, cultural branding, and women’s leadership.
教學手冊：Parveen Phulkari House: A Heritage Brand, She Guards the Thread, Can it Stretch Global? - Teaching Note
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