Lena Ladakh: A Sustainable Brand’s Expansion Dilemma
商品編號：W48790
出版日期：2026/05/20
再版日期：
商品來源：
商品主題：Marketing; Sustainability
商品類型：Case (Field)
涵蓋議題：luxury marketing;sustainability;luxury management;positioning;segmentation
難易度：4 - Undergraduate/MBA
內容長度：18 頁
地域：India
產業：Manufacturing
事件年度：2025
In 2016, two women with no prior background in business management or entrepreneurship founded the slow-textile brand Lena Ladakh in India’s Ladakh region. The founders were concerned about migration of nomadic communities from the cold desert of Changthang within the region where pashmina goats were raised. They worried about the gradual loss of Ladakh’s artisanal cultural heritage, so they set out to create a venture aimed at preserving livelihoods and craftsmanship, and to reclaim Ladakh’s pashmina identity. Lena Ladakh originally produced handcrafted woven and knitted products, primarily using the pashmina fibre. The company gradually expanded to include other local sheep, goat, angora, and yak fibres, as well as natural dyes. Guided by principles of ethical sourcing, sustainability, and slow fashion, Lena Ladakh primarily marketed its products directly to customers through its store in Leh, the Ladakh region’s largest city. However, the founders were soon facing the dilemma of whether to expand their venture’s presence through their own outlets or pursue a partnership-led approach to scale up their venture.
教學手冊：Lena Ladakh: A Sustainable Brand’s Expansion Dilemma - Teaching Note
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