This fashion social network has become a Harvard case study
The study focuses on how the fashion social network has matured from being a discovery platform to an ultimate lifestyle social network of India.
Roposo, the country’s favourite fashion social network that gives its users a chance to share their style stories via blogs, video links, and infographics to inspire and get inspired, is now a case study on the reputed Harvard Business Publishing platform.
Focus of study:
The study focuses on how the fashion social network has matured from being a discovery platform to an ultimate lifestyle social network for Indian consumers.
Chirantan Chatterjee, former faculty at Indian Institute of Management (IIM) Bengaluru and faculty member at Indian School of Business (ISB), has co-authored the case study with Reechal Vardhan, Product Manager at Roposo and IIM-B alumnus.
Synopsis of the study:
In the study titled ‘On innovation and entrepreneurship in growing Asian digital markets’, the authors have stated that niche social networking platforms like Roposo bring social media and online shopping together by allowing its users to not only look at stories or videos posted by people but also to buy similar looking clothes or accessories, as per their preference.
The case study also looks at how Roposo germinated from the founding team’s prior venture Giveter that provided the team unique insights on consumer behaviour, product development, dynamic capabilities, and network economies.
This case study takes it forward to a point where in the last few quarters, with social-selling as a paradigm being explored by the likes of Facebook and WhatsApp, Roposo tries to reinvent itself — considering whether to enter the social selling space or to strategically focus on further deepening its base on pure play social networking.
Here’s what Mayank Bhangadia, CEO and Co-founder at Roposo said:
“Being featured as a case study among the growing list of Harvard cases on modern Indian entrepreneurship and innovation is a proud moment for us. We are delighted that MBA students at some of the world’s most prestigious institutions will learn from our brand journey,” he said.
“This case study is ideal for MBA students around the world who are keen to understand digital innovation and entrepreneurship in growing Asian markets, as the study highlights the process of entrepreneurial pivoting, dynamic capabilities, strategic focus, and life-cycle management amidst industry evolution,” the CEO added.
Further, commenting on the same, Reechal Vardhan, Product Manager at Roposo, said, “Roposo has had an incredible journey so far and I am extremely happy to share its story with the world, along with Professor Chatterjee. Being an MBA myself, I can appreciate the value a case-study like this could add to classroom discussions — through which students will get an insight to innovation in the Indian start-up landscape and the strategic decisions that we have to take in our day-to-day operations.”
Know what faculty member at Indian School of Business has to say:
“Roposo proved to be an ideal case to examine the challenges and opportunities for home-grown social platforms in entrepreneurial pivoting, building dynamic capabilities, and maintaining strategic focus when there is a US Facebook, a Chinese Weibo, or Japanese Mixi,” said Professor Chatterjee, Faculty Member at Indian School of Business.