Business Case Studies & Business Publications

ORGANO: SCALING SUSTAINABLE ECO-HABITATS

Ahaana Mahanti, De...

Case

ORGANO: SCALING SUSTAINABLE ECO-HABITATS

Ahaana Mahanti; Devidutta Mohanty; D.V.R. Seshadri

ISB408 | Published November 22, 2023 | 26 pages Case

Collection: Indian School of Business

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Learning Objectives

Hyderabad-based real estate developer Organo, led by Nagesh Battula and Vijay Durga, aimed to disrupt the market with their third project, Organo Damaragidda, focusing on eco-friendly living in Telangana. Following the success of their previous projects, Naandi and Antharam, Organo faced challenges in reaching their target audience for Damaragidda. This case study talks about how they navigate the difficult path of marketing a niche product to new market segment.

To understand how to build a sustainable built environment going against the typical mindset of a real estate developer. To understand the importance of community in a sustainable built environment. To understand the mindset of a sustainable marketer and the communication tools he or she uses to reach out to the target segment.