Case Synopsis

This case introduces students to real-world challenges of building a startup with sustainability at its core, while balancing the trade-offs between growth, cost-effectiveness, and environmental responsibility. The protagonist, Akash Singh, an eco-entrepreneur, launches UnBubble, a sustainable packaging start-up aiming to disrupt traditional e-commerce packaging practices by offering reusable and recyclable alternatives. As UnBubble scales, the case presents the strategic and operational dilemmas it faces in balancing sustainability with business growth.

Learning Objectives:

1. Understanding sustainability as a core value proposition for a start-up.
2. Explore trade-off between cost, customization, scalability and sustainability in circular economy.
3. Evaluate ESG aligned financing in the dynamic context of India.
4. Evaluate growth trajectory while maintaining environmental commitment.