Documentation of strategy to increase revenue and strengthen brand-building efforts of AAJ

Abstract

Jawaja Block, 50 kms from the district Ajmer in Rajasthan is home to Artisan Alliance of Jawaja (AAJ), a weaving and leather division. The story of this alliance’s expertise is ages old, but Late Prof. Ravi J Mathai, the person behind giving India a direction towards management, was the one who recognized this block’s talent when he was constantly thinking of how he could bring the knowledge of managerial education and apply it beyond the organized corporate sector. He was holding onto this question because he wanted the impact to be felt beyond people who are economically stable; to people who stand last in the line. He took the initiative of conducting the Rural University in 1975 and the inspiration behind that were the artisans of Jawaja. Many other institutes like National Institute of Design were involved in bringing this project to life, and it is more like a symbiotic relationship that exists till date. The purpose of the experiment was to investigate the socio-economic ladder existing in India and see if institutions like IIM Ahmedabad and NID could work together to do something for them. The targets were many-providing those communities with opportunities for independence and using the latest discipline and skills to improve their quality of life without relying on outsiders.