Building a B2B branding & marketing strategy for SEWA Abodana to Increase Income opportunities for women artisan members

Abstract

Our 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.