01877nam a22001577a 4500999001900000008004100019100004500060245007100105260003700176300003100213520118400244650014101428773003701569942000701606952010601613  c533626d533626260608b           ||||| |||| 00| 0 eng d  aKaur, Mandeep and Kaur, Amarjeet 961089  aFrom lotus stems to sustainable fashion: The revival of lotus silk  aBharat Journal of Case Studies    a1(2), Dec, 2025: p.169-190  aSustainable 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
  aSustainable fashion, Lotus silk, Rural women entrepreneurs, Eco-entrepreneurship, Cultural heritage, purchase intentions, India. 961090  aBharat Journal of Case Studies    cAR  00102ddc40709408807aIIPAbIIPAd2026-06-08h1(2), Dec, 2025: p.169-190pAR139103r2026-06-08yAR