Professional Documents
Culture Documents
Assignment 3:
Submitted to
Dr. Gita Chaudhuri
By
Group B9
Amit, Anand, Bharati, Ishant and Viswesh
PGP 2014-16
On
12/10/2014
A
proposal submitted to
Seema Shah
Chief Executive
Sadhna
By
Amit, Anand, Bharati, Ishant and Viswesh
IIM Udaipur
PGP 2014-16
On
12/10/2014
Table of Contents
Introduction ................................................................................................................................................... 3
Approach and methodology .......................................................................................................................... 4
Scope and deliverables .................................................................................................................................. 5
Work Plan and Calendar Schedule................................................................................................................ 6
Mutual responsibilities .................................................................................................................................. 7
Conclusion .................................................................................................................................................... 7
Company information ................................................................................................................................... 8
Introduction
Sadhna creates exquisite and exceptional, textile products of kurtas, home furnishings, sarees and
accessories in signature handwork and appliqu. It provides alternative incomes for women from
communities which were not dependent on agriculture in Udaipurs rural, tribal and urban slum
belts. It believes in making its artisan members self-sustainable and provide them greater control
over their financial and social resources. Sadhna is a member of World Fair Trade Organization
(WFTO), Export Promotion Council of Handicrafts (EPCH), and Fair Trade Forum- India. The
awards and recognition received by Sadhna speaks volumes of its work.
Sadhna is a self- sufficient; small- scale unit producing CraftMark certified handcrafted
products owned by its artisan members. Sadhna has grown into a 657 member family and
consisted of 49 small groups of 10-20 artisans spread over 16 locations in and around Udaipur
city.
Sadhna currently follows brick and motor model for selling its products. It also receives
customized orders from international and domestic markets; Fab India is a major contributor to
its sales. The retail store target customers are the tourists who visit Rajasthan and the local
population, which provides a restricted market presence. The retail stores showed mixed
performance last year. A social media marketing campaign is showing promise; there is an
increase in the number of customized orders. The domestic orders have increased by whopping
150% which indicates there is a huge potential market for Sadhnas products. However, the post
sales service option is still missing, the key point in improving brand image and understanding
post-purchase consumer behavior. Exhibition and trade fairs help Sadhna to improve its slow
moving inventory sales and building market presence. Sadhna needs a platform to showcase the
artisanship to the world, and the e-commerce sector has potential to help it achieve the same. Ecommerce helps in better utilization of inventories by using innovative pricing models. In India,
e-commerce has been able to reach 53.4 million Internet users, a penetration of 65% and was
growing swiftly at a rate of 15% per year. The online shopping market for apparels alone is
increasing at a rate of 66% per year. This growth statistics will help Sadhna with its vision.
To collect the statistics on Udaipur, India and global level for handicraft business
Are the major players into all generic products or into specifics products only
What are the different online channels such as Flipkart, Amazon and EBay
Proper knowledge transfer and training to be provided to the working staff, so that the proper
implementation is achieved.
Mutual responsibilities
We will be responsible and committed to deliver the quality work, maintain the confidential
information, adhering to the schedules for providing. Our ultimate goal is to provide a solution,
which adds value to the Sadhnas business by keeping its vision and mission at the center. To
achieve this, we will need support and cooperation from the Sadhana, in terms of data, queries,
approvals, reviews and other requirements related to the project.
Conclusion
Sadhana, a womens handicraft enterprise, is facing a restrictive presence due to current brick
and motor business model. In todays digital world, it is inevitable for all companies to build
online presence for sales, marketing and branding. Being low on operational expenditure, ECommerce platforms have potential to create higher value for sellers. As the poor
handicraftswomen are the main stakeholders of the enterprise, Sadhna enable them to live better
socio-economic life. As students from IIM Udaipur, where we seek to be socially responsible
along with our academic learning, we are determined to use our learning for social cause.
Company information
Name(s) of owner(s): Sadhna was separated from its parent Seva Mandir and established as an
independent entity, a womens artisans enterprise listed under the Mutual Benefit Trust Act.
Management committee of 49 members and board of directors oversee the operation of the
business.
Date of Establishment: 10th of December 2004
Office Address: Sadhna,Old Fatehpura, Udaipur 313004,Rajasthan, India
Phone: +91 294 2454655 Fax: +91 294 2450947
Email: sadhna@sadhna.org
Website: http://www.sadhna.org/
Division
13
Group
131
8
Class
1311, 1312,
Manufacturing
Manufacture
of textiles
141
1313,
1391, 1392,
1393, 1394,
1399
1410
143
1430
139
14
Manufacture
of wearing
apparel
List of references
1. http://www.sadhna.org/
2. https://www.facebook.com/Sadhnahandicrafts
3. http://udaipurtimes.com/sadhna-a-womens-handicraft-enterprise-of-sewa-mandir-awardedat-national-level/
4. http://mospi.nic.in/Mospi_New/upload/nic_2008_17apr09.pdf