Small and
medium-sized enterprises (SMEs) in India’s retail sector operate under
conditions of intense competition, rising operational costs, and rapidly
evolving consumer preferences. This case study examines the strategic and
marketing challenges faced by Vrisa Boutique, a small women-led retail
enterprise in Bhopal, India, specializing in couture stitching, ethnic wear,
fabrics, furnishings, and accessories. While the boutique enjoys a loyal
customer base for tailoring services, it struggles with low margins, high fixed
costs, underperforming ready-made garment sales, and limited digital
visibility.
Using a qualitative, consultancy-based research
design, the study draws on primary data collected through in-depth interviews,
on-site observation, and financial discussions with the owners, supplemented by
secondary literature on SME strategy and retail transformation. Analytical
frameworks including SWOT, PESTLE, Porter’s Five Forces, the Balanced
Scorecard, and the 5H reflective model are applied to diagnose challenges and
develop actionable recommendations. The findings indicate that repositioning tailoring
as a value-added service, adopting service bundling, strengthening customer
relationship management, and embracing low-cost digital marketing can
significantly improve profitability and sustainability.
The case contributes to the literature on SME
resilience and boutique retailing in emerging economies by demonstrating how
theory-driven yet context-sensitive strategies can be implemented by
resource-constrained businesses. It also highlights the role of women
entrepreneurship and hybrid physical–digital strategies in post-pandemic retail
recovery.
