Developing and implementing a marketing strategy and sales channels for artisans alliance of Jawaja

Abstract

Jawaja leatherwork has been the artistic heritage of the Regar community of Rajasthan. This craft indulges in the tanning of hides and making durable and artistic leather products like shoes, saddles, and harnesses. From the rawhide tanning to finishing the final product, everything is entirely done by hand and using bare tools only. The former director of IIM Ahmedabad, Ravi Matthai, and NID, Ahmedabad, founded the Artisan Alliance Jawaja in 1975 to integrate design and management to help this community commercialize and optimize their handicrafts and art. This relationship and exchange of cultural learning and institutional learning has lasted through decades and lead to a fruitful collaboration, but the Covid-19 pandemic has now created unparalleled hindrances. Earlier, significant portion of their products was sold to foreign markets, now due to the travel bans and health risks, there is an astute need to refocus marketing and sales domestically in India. The Jawaja leather work produces potent and high-quality products with a high appeal that can rival many leading brands. The marketing is in desperate need of rejuvenation. It essentially needs a potent marketing and sales strategy and an aligned implementation.