01762nam a22001457a 4500 533626 533626 260608b ||||| |||| 00| 0 eng d Kaur, Mandeep and Kaur, Amarjeet 61089 From lotus stems to sustainable fashion: The revival of lotus silk Bharat Journal of Case Studies 1(2), Dec, 2025: p.169-190 Sustainable fashion in India faces the dual challenge of preserving cultural craft traditions while meeting rising consumer demand for ethical products. This paper presents a case study of Sanajing Sana Thambal, a women-led microenterprise in Manipur founded by Bijiyashanti Tongbram. Drawing on discarded lotus stems from Loktak Lake, the enterprise produces lotus silk using a zero-chemical, zero-dye process, thereby linking waste reduction, rural women’s livelihoods, and environmentally responsible textile production. Based on secondary sources and field reports, the study analyses the firm’s Segmentation, Targeting, Positioning (STP), marketing mix, and SWOT profile to illuminate its competitive and social value propositions. The case highlights a central dilemma: whether to mechanise and scale up production to satisfy growing demand or maintain handcrafted exclusivity to safeguard ecological and cultural integrity. The findings contribute to understanding how sustainable textile ventures navigate growth constraints and consumer purchase intentions in emerging markets.- Reproduced https://www.printspublications.com/journal/bharat-journal-of-case-studies Sustainable fashion, Lotus silk, Rural women entrepreneurs, Eco-entrepreneurship, Cultural heritage, purchase intentions, India. 61090 Bharat Journal of Case Studies AR 0 0 ddc 0 0 408807 IIPA IIPA 2026-06-08 1(2), Dec, 2025: p.169-190 AR139103 2026-06-08 AR