Affiliation:
1. Lloyd Business School, Greater Noida, India
2. Institute of Technology and Science, Ghaziabad, India
Abstract
Yes Madam, an online beauty service aggregator founded in 2016 by Aditya Arya and Mayank Arya, distinguishes itself by providing salon services directly to customers' homes with transparent and equitable pricing. Operating in the Indian personal grooming market, characterized by rising demand due to increased disposable incomes, Yes Madam has potential for growth. The case examines sustainable competitive advantage by analyzing Yes Madam's resources, capabilities, and strategies, such as transparent pricing and technology-enabled operations, aligning with consumer concerns. However, amidst increasing competition and changing consumer preferences, Yes Madam faces challenges in maintaining its competitive edge, requiring strategic redirection for future success.