Catherine Arfi & Aromababy: Creating an Australian Brand and Taking it Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : LDEN055 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges



Case Length : 13 Pages
Period : 2000-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : Aromababy
Industry : Consumer Packaged Goods (Baby care)
Countries : Australia, Global


Aromababy, a leading natural baby care brand in Australia, was founded by Catherine Arfi (Catherine) in 1994. Catherine chose to start her own line of organic baby care products when she realized that they were no good natural and organic skincare products in the market for the baby she was expecting. Aromababy had a comprehensive range of products made of pure, certified organic ingredients with therapeutic properties. These products were free from petrochemicals, artificial fragrances, or animal ingredients. After their success in the domestic market, Aromababy products were exported to countries like Hong Kong, Singapore, Korea, Belgium, Holland, USA, the UK, and the Middle East.

The case discusses the challenges faced by Catherine in building a brand in her home country from scratch and then taking it to international markets. With her entrepreneurial skills, Catherine was successful in positioning Aromababy as a market leader in organic baby care products in Australia and was looking at making her mark in the global market.


  Study the issues and challenges in building a start-up business and sustaining it over time.

  Evaluate how Catherine Arfi built up 'Aromababy' into a big brand in Australia.

  Analyze the issues and challenges faced by an entrepreneurial venture in foraying into international markets.

  Understand the role played by Catherine Arfi in the success of Aromababy.

  Understand the challenges faced by women entrepreneurs.


  Page No.
Introduction 1
The Beginning 2
Winning at Home is Just the Start 3
Making a Mark Globally 4
Secret of Success 6
Looking Ahead 7
Exhibits 9


Entrepreneurship, Management, Women in Business, International trade, International Marketing, Baby care, Organic, Skincare, Intellectual Property Rights (IPRs), Aromababy, Australia, Catherine Arfi

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