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RATNA ENTERPRISE

This case is prepared by NIESBUD @


& New Delhi
)Presented by Arash Izadkhah)6201
Abstract
• Ratna was a woman from educated family
& she was educated person as well
• Though she has lots of job opportunities
but after her marriage she felt become
confined person to merely doing chores
• In spite of lots of discouragement &
hindrance of husband’s family she has
decided to run her own business in absent
of getting others assistance
Ratna’s background
 Her father was a senior government official
 Eldest of her two sibling
 Post graduation from JNU at Delhi
 Diploma in Pashto-Afghani
 She had earned an assignment in Afghanistan
but had given up due to her marriage
 She was married to Sunil Bhargava in 1982
Question1
 What made Ratna to start her own
business?
 Demotivated factors:
 6 months after marriage she was
remained housewife n she felt boring.
 A job offer of Rs.1500/per month. But her
husband , her brother & father-in-law told
her “It is not worth”, Ratna fell
discouraged.
Question 1
)cont’d)
 Ratna thought of convincing Sunil," An
educated women’s place was not only at
home I could contribute elsewhere too.”
& Sunil said, “I understand you Ratna,
but how can I speak to my father on this
issue?”, Ratna thought that Sunil
wouldn’t be of much help.
Question 1
)cont’d)
 ‘Skylark’ printing press was started by Sunil &
his brother in 1979. ROI of press was 10-15%
gross profit which was not good enough. Ratna
told them they have lack of proper planning but
her brother-in-law told her, “Business is not your
cup of tea. You better to focus more on family”,
Ratna felt hurt.
 After some successful suggestions of her
regarding their funds flow, o/h expenses &
execution of orders, her husband told her “I feel
proud of you Ratna”, which led to satisfaction
& encouragement of Ratna.
Question 2
What factors inhibited Ratna’s
entrepreneurial drive?
 In Dec 83, Ratna attended an E.D. training program @
NIESBUD @ Delhi Implementation of theories to
practical fields
 During training she thought of printing business because
she wanted to show her brother-in law that she could do
the same job in a better way Innovation
 Taking loan from NSIC Risk bearing
Question 3
Do you agree that Ratna is competent to
become an entrepreneur?
“This was a trying time for me. The
government officials thought that I only
wanted to help my husband. I had to prove
my genuineness to them on the on hand
& the other I also had to prove my
competence”
Reasons
that
Ratna is successful entrepreneur
120
• By the end of the first
100
year her order position

Order Received
rose from Rs.20,000 to 80
Rs.1.05lakhs

)Rs.X1000)
60

40

20

Aug

Nov
Oct
April

Sep
June
July

Dec
May

Months
Selling trend
7
6.2
6

5
)Rs.X1000(

4
Sales

2.95
3

2 1.65
1
1

0
1984 1985 1986 1987

Years
“Now I can spread my wings & fly”

30%

Patna
Others

70%

Ratna’s network
Reduction of transportation cost
• By taking maruti van for 85,000 instead of
debt, it became precious asset to the
enterprise and reduction of transport
expenses to Rs.500 from Rs.1500 per
month
Ratna’s financial contribution
• Her financial contribution to the family rose from
60% to 80% after Anil, i.e. brother-in-law married
and expressed inability to contribute to the family
expenditure
• The family members & some close relatives
even commented that Ratna had proved to be a
son rather than a daughter-in-law.
• Ratna’s mother-in-law mentioned: ”Ratna
brought peace in my house” but prior to this
when Ratna got involved to this job she
mentioned: “How can she do the house job
when she is in the factory for so long”