The case describes the origin and growth of a maternity and kids wear- e-retailer, “The Mom Store” (TMS). Founded in 2018 by an MBA graduate, it has grown to reach INR 207 MM sales by 2024. During this period, it has: (i) forayed into unaddressed markets in tier 2 and 3 cities through TMS owned channels as well as third party e-commerce channels, (ii) expanded its offerings into newer product categories, (iii) experimented with operating a physical retail store, and (iv) launched an e- market place for maternity and kids’ products. The case exposes the readers to the growth challenges and opportunities of e-commerce start-ups. Participants are required to analyse TMS growth options in 2024 and formulate a five-year growth plan considering profitability concerns and investment constraints.

Learning Objectives

1. To assess multiple business opportunities for a retail firm or a consumer goods firm in digitalizing markets from ecommerce channels, electronic market place as well as physical retail, to evolve a hybrid channel strategy
2. To analyze growth opportunities given firm constraints, design innovative growth strategies for enabling growth and profitability and make revenue projections
3. To appreciate the challenges and opportunities in leveraging digital channels to promote and retail goods and services especially for e-retail, e- commerce startups