Case Study 10: Irrway—A Green Personal Mobility Solution

Abstract

Anjan and his firm Greendzine Technologies Pvt. Ltd. (GTPL) have created a unique eco-friendly green electric vehicle called Irrway_TM as a personal mobility solution to cater to the underserved market segment of “In-Campus mobility” in India. They have created enough stir in some of the market segments like Golf Courses and Gated communities with the product, however there have not been any large orders from customers in these segments. All attempts to get venture capitalists and angel investors to invest in the company have not been very fruitful as well. With no big ticket investors investing in the company and no large sales orders to date, they need to be able to decide whether to take a shot with the upcoming opportunity to serve the mall segment for “Mobile Branding” activity and also find other target segments which they can concentrate on to give immediate boost to the sales of the product, thus improving the financial position of the firm. This will also hopefully bring enough investors to the company. Anjan and his team want to device a marketing strategy which revolves around the utility, fun aspect and green nature of the product to be able to achieve better sales and open up new opportunities for the company.

Chandrashekar M. S., Gaurav Sharma, Basant P. Rangadhol, Ashwin Petkar (Former students of Indian Institute of Management Kozhikode, Kozhikode, India).