Design

Thinking
Model of
RANGSUTRA
Submitted by : Astha Singla, Diksha Bharti, Neetu Patel,
Shagun Tewari & Shivani Verma
 ABOUT THE BRAND
● Provides design, marketing, technical and organizational support

● Provide regular home / village based employment

● Owned by 1800 rural artisans

● Other owners are like minded organizations and people

committed to ensuring sustainable livelihoods for rural artisans
in India

● Is a company of artisans from remote regions of India

 ABOUT THE BRAND

Aim & Values Mission

It believe that their To ensure sustainable

communities of artisans,
particularly women, deserve
economic opportunities, and
they aim to keep alive the rich
tradition of their craftsmanship
in a rapidly changing urban
market.
livelihoods for artisans and
farmers, by creating top
quality hand made products
based on the principles of fair
trade and a celebration of
India’s rich craft heritage.
 ABOUT THE FOUNDER

● Has a Masters Degree in Economics from

Mumbai University

● Was a Fulbright scholar in the United

States

● Has been a recipient of the MacArthur

Fellowship for Leadership Sumita Ghose
Founder and
managing director
of Rangsutra
PRODUCT PORTFOLIO
 CATEGORY-WISE DIFFERENTIATION
Women: sarees, kurtas,
Dupattas, dresses, tunics,
shirts, tops, jackets, bottoms-
trousers, pants, skirts,
Culottes
Men: shirts and kurtas.
cushion covers, throws,
bags, stoles, hand
table mats, towels,
knitted socks and
bedspreads, curtains,
caps, and scarves;
table runners etc.
masks, yoga bags,
keychains etc.
 PRODUCT PORTFOLIO

2020 Collection Ideology

● The ‘Be The Change’ collection celebrates the ‘Bauhaus’

philosophy

● Dissolves the distinction between art, craft and design by

balancing deft pattern

● Immaculately finished, the collection is for a woman who is

strong yet vulnerable
 BUSINESS MODEL

Handmade quality products

● Goal is to ensure sustainable livelihoods for artisans and

farmers, by creating top quality products
● Products are handmade by rural artisans from remote regions of
India
● Are appreciated both in the domestic market and abroad
● Large retailers like Fabindia and IKEA are amongst the bigger
customers
 BUSINESS MODEL

Tracking thousands of products

● Managed in terms of planning, logistics and quality

management

● Tracking is key
BUSINESS STRUCTURE AND HIERARCHY
INVESTMENT AND SHAREHOLDING MODEL
 What is DESIGN THINKING?

Design thinking starts from a problem statement and ends up with an innovative
solution making it solution-focused thinking.

This approach is human-centred where the people are not just treated as mere
users but are considered humans & provide practical and creative solutions to the
human problem.
 PROBLEM

Across India, more than 100 million people rely

on the textile and handicrafts sector as their
main source of income.

However, for rural artisans who are mostly

women, they often lack the access and skills
necessary to operate on the wider market.

So more than 50% of households that rely on the

handlooms industry live under the poverty line.
 SOLUTION

RangSutra acts as a bridge between rural artisans and global consumers to create
sustainable livelihoods and revive India’s rich craft heritage.

They work with artisan cooperatives from rural villages to source textiles that are then
turned into finished garments and sold to wholesale buyers and retailers.

RangSutra provides their artisans with skills training, design input, working capital and
quality control.

Buyers &
Rural Artisans Customers
 IMPACT

RangSutra is working with over 2,500 artisans providing equal pay, fair wages, a safe
working environment and skills training and overall they are impacting 20,000 lives.
The women have seen their incomes increase by more than five times and with this
added financial independence comes an improved social status.
 DESIGN THINKING - 4 QUESTION APPROACH

What is?
Explores current reality

What if?
Envisions alternative futures

What wows?
Getting users to help & makes
some choices

What works?
Making it work in the market and
as a business
 WHAT IS?
● RangSutra: the concept of co-creation in the craft cluster field.
● Respect for all - producer, shareholder & customer
● 3500 artisans from various craft clusters northern India (Kashmir, Rajasthan & UP)
and some from MP, West Bengal & Manipur.
● 2200 direct shareholders
● Generates revenue of 10 crores annually
● 0wnership pattern is divided between 2,200 artisans (35 per cent), Fabindia (30
percent), employees (16 per cent) and external social impact investors.
● Well known in both national & international markets

● Selling products on their own ecommerce portal & various websites like Anantaya
decor, Amazon, Ajio, Jaypore, Avishya, Gocoop, Snapdeal, Indiamart etc.
JOURNEY MAPPING
VALUE CHAIN ANALYSIS
STORE Anokhi Shades The Torani Good Eleven Eleven Rangsutra
NAME of India Shop Earth

Foot Fall 14 - 15 2 3 5 -7 10 4 13

Lowest Rs 30 (Journal) Rs 100 Rs 40 Rs 4000 Rs 1500 Rs 6000 Rs 150 (Mask)

Price (Accessories) (Juda Pin) (Printed Stole) (Cutlery) (Kaftan)
Highest Rs 40000 Rs 24000 Rs 5000 N.A Rs 50000 Rs 40000 Rs 6950
Price (Quilt) (Embellished (Bed Cover) (Heavily (Embroidered (Jacket)
Kurta) Embroidered Kurta)
Kurta)
Range Quilts, Journals, Kurta, Dresses, Bed Cover, Stole, Kurta, Jewelry, Kurta, Kaftan, Jacket, Kurta,
Bags, Blouses, Bags, Bedsheet, Skirt Footwear, Bags, Shirt, Jacket, Sarees, Shirt,
Blocks, Jewellery Kurta, Pant, Stole, Pants, Dresses Dupatta, Bags,
Jewelry, Neck Palazzo, Kurtas, Tops, Stole,Accessories,
tie, Kurta, Dresses Face Mask, Tops,
Pillow Covers Bottoms, Dresses,
Home Linen

Colors Blue, White, Brown, Green, Brown, Beige, Brown, Yellow, Blue, White, Indigo, Purple, Mahroon, Sea
Pink, Purple, Beige, Blue, Yellow, Green, Green White, Beige Green, Black,
Maroon, Black, Gold Mahroon, White Mustard, Pink, White, Beige,
Brown, Maroon, Teal Blue, Peach,
Yellow Green, Grey, Pink,
Light Blue.
Material Cotton Silk, Cotton Canvas, Silk, Silk, Georgette, Silk, Chanderi, 100 % cotton, slub
Velvet etc. all Voil Wool, Cotton, Velvet, Crape, Cotton cotton, cotton
Natural Satin Wool mull, satin, linen,
Velvet
tussar silks, silk,
cambric,
mangalgiri,
chanderi, cotton
silk blends.

Craft & Block Printing, Bead Work, Block Printing, Hand and Machine Fagotting, Fagotting, Kantha
Technique Desert Sequin Work, Screen Printing, Embroidery, Interlocking, Bandhani, Tye Embroidery,
Embroidery Regional Hand and Tassel Making, Bandhani, and Dye Applique, Desert
Color Blocking, Embroidery Machine Embellishment Desert Embroidery,
Dyeing (Hand and Embroidery, Tye Embroidery Handloom,
Machine) and Dye Kashmiri
Embroidery, Ralli,
Tye & Dye,
Chikankari, Pattu,
Ajrakh Print,
Shibori Dye,
Patchwork, Mirror
work, Bagru Print,

Silhouette A - Line, Loose A - Line, Loose A - Line, Loose A- Line, Boxy, A- Line, A - Line, Shift A - Line, Loose,
Kurtas, Pleated fit, Shift Dresses fit, Gathered Asymmetric, Dress, Loose Pleated,
Tops Block fit, Kaftan Straight Kurta, Dress Shift dress,
T- Shape Knee Length
INBOUND MARKETING,
OPERATIONS
& SUPPLY CHAIN
Types of Raw Material:
● Cotton, Silk, Chiffon, Crepe, Georgette, Golden-silver zari, and
anchor threads (embroidery),
● Cotton thread (create design)
● Indigo color (printing process)

List of tools used:

● Needle - Thread
● Circular shaped Frame
● Wooden Blocks for printing
● Rectangular Wooden Table
● Containers for Washing Clothes.

Crafts Used:
● combining traditional crafts like handloom, tie-dye, block-printing,
hand embroidery, mirror work and applique on contemporary
designs handcrafted
 ● Embroidery embellishment happens in village centres and garments are
dry cleaned.
● Waste material used to make patchwork bedspreads, bags and mobile
phone covers.
● Kacha taka with prints and tassels are made. (Home Linen)

IKEA’S and Fabindia Finishing Touches:

● 40 women from Napasar village Craft Centre gives finishing touches to
the towels and throws by the handcraft of tasseling.
● Women of Barmer and Bikaner deals hand embroidery orders received
from Fabindia.

So rangsutra does quality checks while products are being made by artisans.
They market and sell them nationally and internationally.
INBOUND MARKETING
&
OPERATIONS
OUTBOUND
LOGISTICS

Rangsutra offers a 30 days

exchange policy and free
Shipping above Rs 2000.
 MARKETING STRATEGIES
Segmentation
Rangsutra operates both as a B2B and B2C Platform. It acts as a bridge
between artisans and consumers.

Demographics Geographical Psychographic Behavioural

18 to 35 years, Male and Offers both Upper, Quality & Convenience,
Female, Professional, Nationally and Upper-Middle, Prospects and first-time
students, homemakers Internationally Middle Class, user status, Split to
and art oriented / through Online
Personality Trait- hard core loyals
craftspeople, Aware and presence &
concerned Youth and Retail presence Sincerity
quality-handmade freak
Millennials
In Artisan Context,
● Age group 10 to 40 years
● Proper training to the younger group, aged / experienced ones with skill
enhancement assistance.
● Artisans - 16-18 age group - apprenticeship programme, 4 hours work under
learn-and-earn programme.
● Acts as Young rural women new career option.
● Segmented on PAN India basis (handloom clusters and artisan groups)
● Concept inspired by the life of an artisan, celebrates Indian art
● Aims upliftment across world.
● Creates opportunities for growth in rural India, through design, production and sale
of handcrafted products by fair trade and a celebration of India’s rich craft heritage.
● Impacts society - breaks taboos related to mobility of women outside their ‘homes,’
● Supports ‘Women as Change Agents’ in their communities and outside.
 TARGETING
● Targets to bridge the gap between rural artisans and global consumers to
develop sustainable livelihoods and revive India’s rich craft heritage.
● Fair price to the producer & quality products to the customer.
● Promotes the craft with the ideology ‘handcrafted with Love in India’.
● Male or female diverted towards sustainability, handmade and Indian products.
● Upper to middle class who needs a good quality, unique style, trendy, modern
with traditional essence.
● Enthusiastic, open-minded, passionate and have an eagerness to improve and
learn artisans
● Women centric company
● Targets to improve standards of living for its artisans.
● Profits earned goes back to communities, artisans, shareholders.
 POSITIONING
● Positioned as a "Indian handicraft brand” as it is a sustainable livelihoods for
artisans and farmers by creating top quality handmade products by fair trade
and developing sustainable livelihoods

● Prioritized the economic opportunities for the communities of artisans & aims
to keep alive the rich tradition of their craftsmanship

● Socially responsible nature and fine handmade product qualities, distinct

business model which helps them differentiate it from competitors.

● Promoter of women empowerment through their workings

● This community-owned company, bridging the gap between traditional and

contemporary wear.
 PARTNERS / COLLABORATIONS

Artisans and their

Organizations
● URMUL Network of
Educational/Training
Financial Partners Organizations in Western
Institutions
● Greater Impact Rajasthan
● IRMA
Foundation ● Society to Uplift Rural
● IICD Jaipur
● The World Bank Economy, Barmer
● The Handloom School,
● Asian Development ● Roshni Sansthan, Barmer
Maheshwar
Bank ● CAFI, Manipur
● Miller Center for
● UNDP ● Uluberia Bunan Hastkala
Social Entrepreneurs
● Aavishkaar Producer Company, West
● Women on Wings
● YSB Fund Bengaluru Bengal
● Noor-e-Insha
 PARTNERS/COLLABORATIONS

PARTNERS
Other Partners Craft Collaborations
Retail Partners
● IKEA: ● Work in Handloom ● Craft Collaborated
○ 2019 to launch its limited weaving (making Pattu) with an NGO named
collection “HANTVERK ● Collaboration with ACT
○ “KRYDDAD” designers of Numanu ● Collaborations with
● Fab India ● They have partnered local communities
with the Women on ● Noorbagh, Kashmir
Funding Partners Wings business ● Hardoi, Uttar Pradesh
● EXIM Bank
● NABARD
● HCL Foundation
● Sterlite Foundation
 In collaboration
with
ACT

KRYDDAD

PATTU
WOVEN TOWEL
 MIND MAPPING

What do they say & do? What do they really think & feel?

Actions, behaviours & habits Worries, emotions, thoughts,

aspirations & concerns

Customer & Artisan Profiling

What are their pain points? Empathy Mind Mapping What do they hear?

Pain points, fear & Weakness Comments & opinions

What do they want to gain? What do they see?

Advantages, experiences, Reactions, environment &

recognition & relief changes
 MIND MAPPING
● End user’s Profile Mapping

● What do they say & do? Common bridge platform, handloom

and take pride in our craft & culture
● What are their pain points? Engagement & offerings
● What do they want to gain? Exclusivity of craft & remote
cluster
● What do they really think & feel? Supporting the locals &
authenticity
● What do they hear? Ethnocentrism
● What do they see? Classics
 MIND MAPPING
● Artisan Profile Mapping

● What do they say & do? machine made products & switch to
other professions
● What are their pain points? artisans work, future generation
● What do they want to gain? Make a living out of Craft &
future generations to continue their culture and heritage
● What do they really think & feel? initiatives where the artisans
can be empowered & eliminate middlemen
● What do they hear? craft has value & craft revivals
● What do they see? craft clusters for research, consumers
shifting towards the handicrafts and handloom
 IMPACT OF RANGSUTRA
● Opportunity to rural artisans
● A platform for showcasing the local Indian art to the world
● Stake for employees in the company’s profit
● Zero wastage
● Empowerment of women
● Big brand collaborations; national & international
● Initiatives to empower artisans
WHAT IF?

Brainstorming
 WHAT IF?
Concept Development
Six stages of concept development
● Focus on Customer needs
● Know your customers
● Competition Analysis
● Composing the primary feature
● Investor friendly and customer
friendly materials
● Prototype creation and
Blueprinting
 WHAT IF?
Website Analysis

Ubersuggest

SEMrush

Alexa.com
 WHAT IF?
Suggestions & Alternatives

● Expansion of their product line in both width and depth - Men’s

Collection

● Kid’s lines

● Trendy color schemes and prints

● Traditional and Modern fusion product designs

● Craft Clusters all over India are still untapped

 WHAT IF?
Suggestions & Alternatives

● Brand must work on their brand awareness strategies - Social

Media Marketing
● More active on their website blogs
● Videos and post them on Youtube
● Implement the strategies for engaging the visitors
THANK YOU!