Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/24174
Full metadata record
DC FieldValueLanguage
dc.contributor.advisorBasant, Rakesh-
dc.contributor.authorChaurasia, Arun-
dc.contributor.authorTyle, Pranay-
dc.date.accessioned2021-08-23T11:38:40Z-
dc.date.available2021-08-23T11:38:40Z-
dc.date.issued2019-
dc.identifier.urihttp://hdl.handle.net/11718/24174-
dc.description.abstractOur project included working with a women artisans’ co-operative, Abodana, operating under a larger entity dedicated to helping self-employed women, SEWA. Abodana engages in the production of handicrafts across three main categories: home furnishings, apparel, and accessories, which it then markets through its brand Kalakruti. Kalakruti has two customer segments: direct users of the product and other businesses and corporates. Both of these segments show promising potential for the brand, and for the purposes of the project, we focused on building a strategy to increase the orders received from other businesses and corporates (B2B). In order to increase orders from the B2B segment, we focused on initiatives for corporates such as corporate gifting, initiatives specifically for the tourism industry such as souvenir baskets for hotels, initiatives for increasing home furnishing demand through engagement with designers, and in general engaging with other retailers and export houses for Kalakruti or private label products.en_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management Ahmedabaden_US
dc.subjectMarketing strategyen_US
dc.subjectBusiness-to-Business (B2B)en_US
dc.subjectWomen artisanen_US
dc.subjectSelf-Employed Women’s Association (SEWA)en_US
dc.titleBuilding a B2B branding & marketing strategy for SEWA Abodana to Increase Income opportunities for women artisan membersen_US
dc.typeStudent Projecten_US
Appears in Collections:Student Projects

Files in This Item:
File Description SizeFormat 
SP_2636.pdf
  Restricted Access
536.6 kBAdobe PDFView/Open Request a copy


Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.