For a founder, scaling up a mission-driven business often means wrestling with complexity. When we partnered with Konkuwan Herbs almost a year ago, we knew our focus needed to be on delivering the kind of strategic clarity and operational tools that make growth predictable, not chaotic.
We partnered with Konkuwan because they source and process indigenous medicinal herbs and spices into superfoods, while promoting regenerative agriculture and empowering small and marginal women farmers in rural India.
Here is how our focused assignments with Konkuwan deliver results and builds a foundation for Konkuwan to sustainably scale:
1. The problem with assumption-based growth, and what we did instead: targeted market strategy
Many social enterprises scale on passion. Konkuwan’s was clear, but for predictable revenue for their FULLISH product, we had to go deeper. Together with marketing strategy expert Ellen Oord, we built a laser-focused growth strategy by:
- Defining the exact target consumer persona
- Sharpening their value proposition
- Designing a 360° digital marketing strategy, complete with a communication matrix and content calendar
The result: Moving from broad efforts to a systematic plan for building a high-potential customer database that is set to drive predictable revenue.
The Konkuwan Herbs management team with Women on Wings marketing strategy expert Ellen Oord
2. What no one mentions about business strategy for social impact
Sustainable impact requires mastering both mission and margins. Women on Wings expert Anita Joosten executes financial management consulting that goes beyond basic bookkeeping, it is all about financial clarity. Together with Konkuwan we focused on:
- Mastering financial statements as a management tool
- Dissecting the cost structure and pricing strategies to ensure both farmer livelihoods and enterprise profitability
- Developing robust sales and liquidity forecasts
The impact: This shift provides the foundational financial control essential for sustainable growth, and also for become ‘investor ready’ down the line.
Konkuwan Herb’s cofounders Roopali Dutta Mohapatra and Rajeshwar Dhavala with Women on WIngs business consultant Shashi Malhawat and finacial expert Anita Joosten
3. Before we changed our process, product development was a bottleneck
Early on, we co-created a comprehensive business strategy and an innovative product development roadmap. This was a critical step to accelerate job creation for women and ensure Konkuwan’s long-term market relevance. We focused on moving from reactive product ideas to a proactive pipeline, creating better resource planning and directly linking market-led opportunities to mission impact.
Konkuwan Herbs CEO and co-founder, Roopali Dutta Mohapatra, noted: “Women on Wings has helped us look at our business with fresh eyes, define our priorities and impact clearly, and build a stronger foundation for the road ahead.”
