Abstract
It was December 07, 2023. Garima Pande and Akshat Sharma, the founders of WanderingJane (WJ)—a Bengaluru-based travel startup catering to solo female travellers—were contemplating the company’s future directions. They were considering how to put their best foot forward: whether to concentrate on the current segment of solo female travellers, expand the target segment, broaden the service category or prioritise new service categories, all while ensuring the long-term sustainability of business. However, such a move would mean a further increase in competition, especially from more mainstream established players.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | STR0486 |
| Title | WanderingJane: Empowering Solo Women Travellers |
| Pages | 16 |
| Published on | May 19, 2025 |
| Year of Event | 2023 |
| Authors | Jena, Sanjay Kumar; Borah, Sourav Bikash; Mall, Sunita ; |
| Area | Strategy (STR) |
| Discipline | Innovation and Entrepreneurship, Marketing, Strategic Management |
| Learning Objective | After reading and discussing the case, students should be able to • identify the factors that motivate the creation of a purpose-driven business focusing on diversity and inclusion • examine the difficulties entrepreneurs face when establishing purpose-driven organisations that prioritise diversity and inclusivity • diagnose the reasons for mission drift in a company that values diversity and inclusivity • evaluate measures to mitigate mission drift in purpose-driven enterprises that promote diversity and inclusion |
| Keywords | Women Empowerment; Diversity Equity & Inclusion; Social Sustainability; Purpose Driven Organisation; Mission Drift |
| Country | India |
| State | Karnataka |
| City | Bengaluru |
| Organization | WanderingJane |
| Access | For All |
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