NGO REPORT TO JOINING HANDS

Marketing proposal for Chetnalaya SHG

Jute Bags with a Heart

2011 - 2013
By, Hitesh Yadav Varun Deep Sajja Nikhil Bhatt Sai Prashanth Dasari Praneet Varma Abhishek Shukla Pushpjit Singh Malik

INDIAN INSTITUTE

OF

FOREIGN TRADE NEW DELHI

About Joining Hands:

Joining Hands provides volunteers to the NGOS, committed to social change, thus acting as an NGO to the NGOS. With more than forty five partner NGOs working at the grass root level with diverse communities on varied social issues, Joining Hands provides volunteers an opportunity to use their skills productively to empower the underprivileged communities that they work with.

Joining hands works towards sharing of information and resources amongst the NGOs to optimize the benefits to the community and continually strives to use innovative and effective practices for the development of communities they work with.

About Chetanalaya:
Chetanalaya has been started with a mission to empower the underprivileged, marginalized and vulnerable sections of the society helping them achieve self reliance and human dignity. The NGO has been started in 1970 as a humanitarian response to the plight of people in resettlement colonies and slum clusters of Delhi and Haryana. Today, Chetanalaya reaches to

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Aim of the project:

over a million people through multi pronged interventions.

Proposals:

1) To identify sustainable sources of income 2) To increase the sale of jute bags

1. Online Presence Online Trading Marts

After reviewing the present operational scenario at Chetnalayas SHG for Jute Bag, we found that the orders received by the SHG are purely based on personal contacts. In order to engage in orders on regular basis, we recommend the following proposals.

Online trade marts such as the following given below are most useful for expanding the client base and are growing at a rapid pace. a) http://www.made-from-india.com/ b) http://www.trademart.in/
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c) http://www.indiamart.com/ d) http://www.yebhi.com/ e) http://myntra.com/ f) http://flipkart.com/ Listing Chetanalaya Jute Bags on these portals will ensure regular client base. Getting clients initially is tough as the users will be skeptic while giving orders to new ones. But, after one or two orders are delivered successfully, the user reviews about Chetanalaya on these portals will help a long way in increasing the client base.

Benefits from www.indiamart.com

Procedure to open an account with indiamart

Online presence on the website. Buyers can see your products, contact you for orders directly. Its a free website, Chetanalaya SHG can be listed for free After registering, Chetanalaya can create a free website for SHG Upload photos of different products Post free advertisements As a member Chetanalaya can view buy leads posted by potential buyers and can negotiate the orders Most importantly, customers get to know about SHG and how it benefits women and their families

1. Register as a Buyer. 2. After entering all the relevant details, Chetanalaya can post about their SHG, photos, other contact details required. Chetanalaya can also create a web page for the SHG if required.

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Other contact details: TollFree: 1800-200-4444

Office contact details for all locations in Delhi/NCR is given on

http://www.indiamart.com/corpo rate/branch-offices.html

Click here to register on the home page

Creating a

Facebook Page:

Objective:

Facebook page is the most widely used portal to gain awareness and publicity about anything. Creating a page is easy and free and can be spread widely using existing contacts. Though it is difficult to use Facebook page to sell the products, we can use it to spread the message about Chetanalaya and its products.

To equip chetanalaya self help group with social media platform from where it can market and promote its products, increase social awareness about them, provide linkages to its other web and digital social presence.

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Costing and expected results:

The page will have information and cause behind Chetanalaya Self Help Group It will showcase their Jute Bags (design and previous completed products) It will have pictures of their Community centre to showcase members and community There will be continuous updating of pictures and activities of SHG to reflect working of SHG This page will have contact details and links to other web presence of Chetanalaya SHG

No direct cost involved It will provide a platform for not only current but future marketing and promotional campaigns This page will help in providing reference to corporate engagements This page will in digital media promotion of SHG

2. Trade Fairs:
Surajkund Craft fair is organized by the Department of Tourism, Ministry of Tourism and Culture-Government of India in collaboration with Haryana Tourism, in the month of February, every year. The festivals offers range of hand loom and Indian craft items, offering visitors the exquisite paintings, textiles, wood stock, ivory work, pottery, terracotta, stonework, lacquer work, mirror embroidery work and cane and grass work. Trade Fairs such as Surajkund Crafts mela are held annually on the outskirts of Delhi between 1st and 15th February. These are the portals where thousands of buyers, tourists etc meet the various producers of Indian Handicrafts. These can be used to
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showcase the products of Chetanalaya and also help in the spread of the Brand Chetanalaya. The details about the Surajkund mela can be found from www.surajkund.com, www.haryanatourism.gov.in/surajkund/surajkundmela.asp Contact details: Delhi Office Haryana Govt. Tourist Bureau, 36, Janpath Chanderlok Building, New Delhi. Tel: 011- 23324910-11. Fax: 23713373. Email: haryanatourism74@hotmail.com Head Office Haryana Tourism Corporation Limited SCO 17-19, Sector 17-B, Chandigarh-160017 Tel: 0172-20702955-57, 0172-2720437. Fax: 0172-2703185, 2702783 Email: haryanatourism@gmail.com,info@haryanatourism.com, htcchd@sancharnet.in Other Trade Fairs: 1. Indian Handicrafts & Gifts Fair (18-21 Feb 2012) Asia's largest gifts & handicrafts trade fair 2. Home Expo India ( 15 Apr-18 Apr 2012) Home Expo India is a one stop expo for all your sourcing needs for a variety of house ware products. A first of its kind, shown in India will prove to be the sourcing destination for importers, wholesalers, distributors, retailers and specialty stores for a variety of house ware products.

The above trade fairs are organized by Export Promotion Council of Handicraft (EPCH) and details can be found on http://www.epch.in/.

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3. Tie-ups with Handicrafts Sellers:

Handicrafts sellers such as Ambapali Bihar Emporium, Dilli Haat,

Bharati" Delhi Emporium, Central Cottage Industries Emporium, Indian Handicrafts Emporium, Khadi Gramodyog Bhavan, FabIndia, etc can be tapped to sell Chetanalaya products through these retailers. It also serves as a portal for regular income to Chetanalaya.

Another initiative can be to tie-up with small gift shops, handicraft shops, etc. where Chetanalaya products like Jute bags, mobile pouches, etc. can be sold. In such case if Chetanalaya is able to tap a couple of such shops, there will be continuous flow of orders.

For this we suggest to keep a sales team of 2-3 people (min.) who can go and talk to different retailers on regular basis and get orders. This is important in todays world because marketing is one of the most important aspects of any business. Sales team/Marketing team is important for people to know that such a product exists and to emotionally connect to customers by emphasizing on the SHG part of the activity. Although the benefits might not be visible immediately, but few months down the line once order starts coming, the cost/salary of the sales team can be recovered. This would ensure a constant stream of orders.

4. Promotional Banners:

In places/shops where Chetanalaya products will be sold, banners displaying pictures of village women making bags, etc. with a story of women, can be helpful in making an emotional connect with the customers. Through these posters its important to bring out the novelty factor and sensitize the customer to go for SHG jute bag rather than to go for jute bags by other
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organizations. This is on similar lines like CRY, SMILE, Help Age cards etc. this would also help in word of mouth promotion.

5. Corporate Strategy:

One of the major goals for any manufacturer of goods should be towards sustainability of income. In view of this, we propose that the jute products should increase its brand presence by making itself available in supermarket chains like Big Bazaar, Spencers among others and in this regard tie ups with these stores will enhance the sustenance of the revenue. Another channel that can be used to push the products is to get in touch with the CSR clubs of IT companies/Corporate. For example Maitree club of TCS, GoGreen of Cognizant are clubs which exclusively deal with these kinds of social activities. These clubs can be approached to get orders either for their business conferences or as a gift to their employees or ask them for setting up stall/kiosks in their company premises. These ideas are usual approach of getting in touch with the companies directly. Also once initial connect is made with the company (on the novelty factor that Chetanalaya is an NGO, helping village women to support their families); further orders can flow-in on regular basis.

6. Paper Tags to Promote Jute Bags of SHG

Objective To promote the Jute Bags produced by SHG, by creating awareness and creating a point of difference by sharing the cause and social impacts of product. Tag design and concept Paper Tags which are to be attached with jute bags Size would be in range of book mark tags o Size: 6x2 c.m. to 10x3 c.m. o Bond paper thickness Tags will contain the color picture of SHG member

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Tags will contain the text (both in Hindi and English) which will tell short message with real data about how this product will help SHG member

Costing and Expected Results Expected cost increase is Rs.1 per bag Will increase the customer awareness which will lead to increase in sales These tags will act as reference material among future influencers for purchase of product These tags will give customers post purchase satisfaction and association with product

7. Mobile Sales Van

This marketing van will be stationed in important locations of NCR to enable the citizens of the city to see and purchase the products manufactured by artisans and other underprivileged women entrepreneurs. Canara Bank is sponsoring such an initiative in Bangalore as part of its corporate social responsibility initiatives.

8. Membership of
Export Promotion Council for Handicrafts (EPCH)

Suggested Action: Punjab National Bank can be tapped in to sponsor a retail mobile marketing van. Any person willing to venture into exports of handicrafts can become the member of the Council. The membership form can be obtained by paying Rs. 100/- in cash/demand draft drawn in favor of Export Promotion Council for Handicrafts payable at New Delhi. The Amount of membership (April March) fees are as follows: o Entrance fee in the year of enrolment - Rs. 1000/o Annual Membership fee - Rs. 2500/-

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o Total (during the year of Enrollment) - Rs 3500/+ Service Tax (10.3%) Every year Membership Fee is due on 1st April and payment is to be made by 30th June. Membership renewal fee is Rs. 2500/- + Service Tax (10.3%) every year. The membership application forms can also be obtained from the following office: NATIONAL CENTRE FOR DESIGN & PRODUCT DEVELOPMENT (NCDPD) 43, OKHLA INDUSTRIAL ESTATE, PHASE-III, NEW DELHI-110020 TEL: 91-11-26821262/65/73 FAX: 91-11-26821260 EMAIL: ncdpd@vsnl.com WEBSITE: www.innovativedesigns-ncdpd.com Note: If interested only for trade information / in house journal i.e. CRAFTCIL, you can enroll as a subscriber on payment of Rs.1000/- (April - March) by Demand Draft in favor of Export Promotion Council for Handicrafts, New Delhi along with the contact details. Services offered to Members: Direct Marketing 1. Invitation for participation in IHGF (Subject to fulfilling of the criteria of at least one year of membership of the Council) 2. Invitation of participation in Overseas Trade Fairs 3. Invitation of participation in Buyer Seller Meets 4. Invitation of participation in Folk Craft: Festivals of India organized overseas 5. Invitation for participation in Product Specific Fairs organized by the Council Publicity and Promotion 1. Printing of Promotional Catalogues 2. Creation of Electronic Product Catalogues 3. Printing of product specific information booklets
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Market intelligence 1. Provide trade inquires/ leads on a regular basis 2. Provide latest handicrafts trade statistics Monthly Newsletter A Monthly Newsletter titled "CRAFTCIL" is published and disseminate among the members of the Council. Representation 1. Liaison with Government Department, Industry Association, Chamber of Commerce and other similar institutions. 2. Assist members in settlement of trade disputes with the buyers Seminars/Open House Meets 1. Organize awareness seminars, open house meets, workshops, on various trade related issues 2. Invitation to reputed designers/trend forecasting agencies to interact with handicrafts members exporters Trade Policies 1. Circulars pertaining to the policy changes with respect to the sector are disseminated regularly to the members.
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2.

Issue of Duty Free Import Certificate (DFIC) for embellishment/ consumables to the members (http://www.epch.in/rcmc.htm) Market Development Assistance (MDA) is also given to the members as per guidelines. (http://www.epch.in/Mda.htm)

Overall Strategy for Chetanalaya

Chetanalaya is an NGO that supports SHGs to coordinate and work as a team towards a common objective. The objective in this case is to manufacture, promote and sell jute bags. Jute being a very popular product in India and abroad is expected to have a great potential market in the fields of gift items, apparels, household items, jewellery etc. But the problem in this specific case is the "distinction" factor. We need to emphasize as to how the jute bags manufactured by the respective Self Help Group is different from that manufactured in the factories. Although the spirit of the women working for the cause is very high, but still they cannot beat the factory labors w.r.t. the expertise, skill, efficiency and cost. The factory manufacturers have the advantage of "economies of scale" which helps them beat such groups in prices. Hence, to promote the jute bags in this case, we need to appeal to the emotional side of the people, emphasizing the benefits that the women would draw out of every bag sold. These hand-woven bags are different from the other factory manufactured bags, as there are a lot of hopes and wishes in the eyes of the women who make these, and this is what we need to convey to the outside world. Every bag manufactured must have a tag attached to it that clearly indicates the story of the person behind it. By framing in words what each penny would mean to the person, we can

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make people realize how beneficial their purchase would be, to the environment as well as the women of the self help group.

Whatever promotional means we use to promote the product, be it facebook, banners, hoardings, brochures or pamphlets we should always clearly point out this distinguishing factor, so that people know, why they should buy it. This way we shall create a separate market for the product. A market consists of thoughtful and concerned people who believe in the development and eco-friendly growth of the country. Now a days when the government is emphasizing on the reduction of plastic bags and more awareness is being spread about the upliftment of the society, such a market is expected to emerge, and hence the potential customers are expected to increase.

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Corporate Proposal:

ABOUT CHETANALAYA:
The mission of Chetanalaya is to empower the underprivileged, marginalized and vulnerable sections of the society towards self reliance and human dignity. Initiated in 1970 as a humanitarian response to the plight of people in resettlement colonies and slum clusters of Delhi and Haryana, Chetanalaya reaches to over a million people through multi pronged interventions.

SELF-HELP GROUPS:
Chetanalaya is promoting many Self-Help Groups (SHGs) and one such Self Help Group has been started with the aim of Cleaner Environment. The group produces environmentally friendly jute bags as an alternative to plastic bags.

ABOUT JUTE PRODUCTS:

All the jute products manufactured by the SHG under the Chetanalaya tag are made with specially trained women with the finest quality of jute going into making of the products. These jute products are not only sturdy but are also environment friendly. All the products are manufactured as per the customer requirements and any design can be incorporated in the products as per the stipulated requirements. We have a long standing commitment towards quality and in the rare case a discrepancy arises we repair the products free of cost, perhaps the only NGO to do so.

ALL FOR A CAUSE:

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Every product that you buy goes into upliftment of underprivileged sections of the society by providing them a constant source of income. Any initiative by your organization in buying these products would go a long way in helping these people. So we request you to consider our proposal in order to buy these environmentally friendly products as this would be

beneficial to people who are in need of support and encouragement. We are ready to supply jute bags of finest quality at affordable prices. These bags can be distributed as part of your corporate gifts and can be used for conferences held within India or abroad. In addition to this we also look forward for your cooperation in helping us setup stalls and kiosks in your office premises. Some of our bag designs are attached in the document for reference.

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Template for the tag:

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Brochure:

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