O’Desi meals: a socially responsible brand

Abstract

O’Desi Meals was a food and beverage start-up based in Dublin, Ireland that aimed to deliver high-quality, healthy, home-cooked Indian food meals at affordable prices to customers who wanted delivery without compromise on taste or health. A second and more important objective that had driven the founding of the venture was to empower the population of underprivileged homeless individuals in Dublin. In March 2020, the outbreak of the COVID-19 pandemic dramatically affected projected estimates for O’Desi Meals operations and revenues. Demand for meals and its subscription-based sales increased exponentially. The substantial increase in orders and popularity strategically challenged the venture’s sustainability. To address this challenge, O’Desi Meals adopted two strategies: one short-term, to ensure sustainability (i.e., revenue generation); and one long-term, to ensure growth. Could O’Desi Meals become a successful and socially responsible authentic Indian meals provider by applying these two strategies?