What makes fashion social network Roposo a Harvard case study

In conversation with exchange4media, Mayank Bhangadia, CEO & Co-founder, Roposo, talks about how the network has leveraged digital innovation thus redefining the fashion social networking space

e4m by Akshata R Murthy
Updated: Jul 28, 2017 8:30 AM


Roposo, a fashion social networking platform, made its entry into the reputed Harvard Business Publishing platform with a study undertaken by Chintan Chatterjee, former faculty at IIM-B and faculty member at Indian School of Business and co-authored by Reechal Vardhan, Product Manager at Roposo and IIM-B alumnus. 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.


The case study looks at how Roposo germinated from the founding team's prior venture Giveter that provided unique insights on consumer behaviour, product development, dynamic capabilities and network economies. With this case study, 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 by choosing between the social selling space and strategically focussing on further cementing its base on pure play social networking.


With Roposo entering the Harvard Business Publishing platform and into the Harvard Business School, it will also be able to reach out to a part of its target group—students all over the world. When asked about this, Mayank Bhangadia, CEO and Co-founder of Roposo said, “The Roposo case study is a Harvard property; we don't plan to do any direct marketing over it. It is definitely a prestigious milestone for us and we would like to highlight it in relevant collaboration and tie-up opportunities.”


“Being a Harvard case study will give us an edge over others in the market. Few Indian start-ups have this jewel in their crowns. Our users can now boast of being part of an Indian fashion social network, whose business journey is now a Harvard case study,” added Bhangadia when asked about the impact it could have on Roposo’s users and customers.


Anyone working or studying at the prestigious colleges associated with Harvard can access the study. “We are delighted that MBA students at some of the world’s most prestigious institutions will learn from our brand journey. 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,” said Bhangadia.


“Professor Chatterjee and I started working on this case study about a year ago in order to help the growth of the company and make people understand the way this company was founded in 2014 and has become one of its kind today,” said Vardhan when asked about the idea behind working on this case study.


When asked about his growth plans going ahead, Bhangadia said, “We have major expansion plans. There's a lot in store for the users as well as our sellers and associates.”

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