ngo report to joining hands

7/31/2019 NGO Report to Joining Hands

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NGOREPORT TO JOININGHANDS

2011 - 2013

Marketing proposal forChetnalaya SHG

Jute Bags with a Heart

By,

Hitesh Yadav

Varun Deep Sajja

Nikhil Bhatt

Sai Prashanth Dasari

Praneet Varma

Abhishek Shukla

Pushpjit Singh Malik

I N D I A N I N S T I T U T E O F F O R E I G N T R A D E N E W D E L H I


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Joining Hands Page 2

Joining Hands provides volunteers to the NGOS, committed to

social change, thus acting as an NGO to the NGOS. With more

than forty five partner NGOs working at the grass root level

with diverse communities on varied social issues, Joining Hands

provides volunteers an opportunity to use their skills

productively to empower the underprivileged communities that

they work with.

Joining hands works towards sharing of information and

resources amongst the NGOs to optimize the benefits to the

community and continually strives to use innovative andeffective practices for the development of communities they

work with.

Chetanalaya has been started with a mission to empower the

underprivileged, marginalized and vulnerable sections of the

society helping them achieve self reliance and human dignity.

The NGO has been started in 1970 as a humanitarian response

to the plight of people in resettlement colonies and slum

clusters of Delhi and Haryana. Today, Chetanalaya reaches to

About Joining Hands:

About Chetanalaya:


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over a million people through multi pronged interventions.

1) To identify sustainable sources of income2) To increase the sale of jute bags

After reviewing the present operational scenario at

Chetnalayas SHG for Jute Bag, we found that the orders

received by the SHG are purely based on personal contacts. In

order to engage in orders on regular basis, we recommend the

following proposals.

Online trade marts such as the following given below are

most useful for expanding the client base and are growing at arapid pace.

a) http://www.made-from-india.com/b) http://www.trademart.in/

Aim of the project:

Proposals:

1.Online PresenceOnline

Trading Marts
http://www.made-from-india.com/http://www.made-from-india.com/http://www.trademart.in/http://www.trademart.in/http://www.trademart.in/http://www.made-from-india.com/


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c) http://www.indiamart.com/d) http://www.yebhi.com/e) http://myntra.com/f) http://flipkart.com/

Listing Chetanalaya Jute Bags on these portals will ensure

regular client base. Getting clients initially is tough as the users

will be skeptic while giving orders to new ones. But, after one or

two orders are delivered successfully, the user reviews about

Chetanalaya on these portals will help a long way in increasing

the client base.

Online presence on the website. Buyers can see yourproducts, contact you for orders directly.

Its a free website, Chetanalaya SHG can be listed forfree

After registering, Chetanalaya can create a free websitefor SHG

Upload photos of different products Post free advertisements As a member Chetanalaya can view buy leads posted by

potential buyers and can negotiate the orders Most importantly, customers get to know about SHG

and how it benefits women and their families

1. Register as a Buyer.2. After entering all the relevant details, Chetanalaya can

post about their SHG, photos, other contact details

required. Chetanalaya can also create a web page for

the SHG if required.

Benefits from

www.indiamart.com

Procedure to open an

account with

indiamart
http://www.indiamart.com/http://www.indiamart.com/http://www.yebhi.com/http://www.yebhi.com/http://myntra.com/http://myntra.com/http://flipkart.com/http://flipkart.com/http://flipkart.com/http://myntra.com/http://www.yebhi.com/http://www.indiamart.com/


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Facebook page is the most widely used portal to gain awareness

and publicity about anything. Creating a page is easy and free

and can be spread widely using existing contacts. Though it is

difficult to use Facebook page to sell the products, we can use it

to spread the message about Chetanalaya and its products.

To equip chetanalaya self help group with social media platformfrom where it can market and promote its products, increase

social awareness about them, provide linkages to its other web

and digital social presence.

Other contact details: Toll-Free: 1800-200-4444

Office contact details for all

locations in Delhi/NCR is

given on

http://www.indiamart.com/corpo

rate/branch-offices.html

Creating aFacebookPage:

Objective:

Click here

to register

on the

home page
http://www.indiamart.com/corporate/branch-offices.htmlhttp://www.indiamart.com/corporate/branch-offices.htmlhttp://www.indiamart.com/corporate/branch-offices.htmlhttp://www.indiamart.com/corporate/branch-offices.htmlhttp://www.indiamart.com/corporate/branch-offices.html


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The page will have information and cause behindChetanalaya Self Help Group

It will showcase their Jute Bags (design and previouscompleted products)

It will have pictures of their Community centre toshowcase members and community

There will be continuous updating of pictures andactivities of SHG to reflect working of SHG

This page will have contact details and links to otherweb presence of Chetanalaya SHG

No direct cost involved It will provide a platform for not only current but future

marketing and promotional campaigns

This page will help in providing reference to corporateengagements

This page will in digital media promotion of SHG

Surajkund Craft fair is organized by the Department of Tourism,

Ministry of Tourism and Culture-Government of India in

collaboration with Haryana Tourism, in the month of February,

every year. The festivals offers range of hand loom and Indian

craft items, offering visitors the exquisite paintings, textiles,

wood stock, ivory work, pottery, terracotta, stonework, lacquer

work, mirror embroidery work and cane and grass work.

Trade Fairs such as Surajkund Crafts mela are held annually on

the outskirts of Delhi between 1st

and 15th

February. These are

the portals where thousands of buyers, tourists etc meet the

various producers of Indian Handicrafts. These can be used to

Costing and expected

results:

2.Trade Fairs:


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showcase the products of Chetanalaya and also help in the

spread of the Brand Chetanalaya.

The details about the Surajkund mela can be found from

www.surajkund.com,

www.haryanatourism.gov.in/surajkund/surajkundmela.asp

Contact details:

Delhi Office

Haryana Govt. Tourist Bureau, 36, Janpath

Chanderlok Building, New Delhi.

Tel: 011- 23324910-11. Fax: 23713373.

Email: [email protected]

Head Office

Haryana Tourism Corporation Limited

SCO 17-19, Sector 17-B, Chandigarh-160017

Tel: 0172-20702955-57, 0172-2720437.

Fax: 0172-2703185, 2702783

Email: [email protected],[email protected],

[email protected]

Other Trade Fairs:

1. Indian Handicrafts & Gifts Fair (18-21 Feb 2012)Asia's largest gifts & handicrafts trade fair

2. Home Expo India ( 15 Apr-18 Apr 2012)Home Expo India is a one stop expo for all your sourcing needs

for a variety of house ware products. A first of its kind, shown in

India will prove to be the sourcing destination for importers,

wholesalers, distributors, retailers and specialty stores for a

variety of house ware products.

The above trade fairs are organized by Export Promotion

Council of Handicraft (EPCH) and details can be found on

http://www.epch.in/.
http://www.surajkund.com/http://www.surajkund.com/http://www.haryanatourism.gov.in/surajkund/surajkundmela.aspmailto:[email protected]:[email protected]://www.epch.in/http://www.epch.in/http://www.epch.in/mailto:[email protected]://www.haryanatourism.gov.in/surajkund/surajkundmela.asphttp://www.surajkund.com/


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Handicrafts sellers such as Ambapali Bihar Emporium, Dilli Haat,

Bharati" Delhi Emporium, Central Cottage Industries Emporium,

Indian Handicrafts Emporium, Khadi Gramodyog Bhavan,

FabIndia, etc can be tapped to sell Chetanalaya products

through these retailers. It also serves as a portal for regular

income to Chetanalaya.

Another initiative can be to tie-up with small gift shops,

handicraft shops, etc. where Chetanalaya products like Jutebags, mobile pouches, etc. can be sold. In such case if

Chetanalaya is able to tap a couple of such shops, there will be

continuous flow of orders.

For this we suggest to keep a sales team of 2-3 people (min.)

who can go and talk to different retailers on regular basis and

get orders. This is important in todays world because marketing

is one of the most important aspects of any business. Sales

team/Marketing team is important for people to know that

such a product exists and to emotionally connect to customers

by emphasizing on the SHG part of the activity. Although the

benefits might not be visible immediately, but few months

down the line once order starts coming, the cost/salary of the

sales team can be recovered. This would ensure a constant

stream of orders.

In places/shops where Chetanalaya products will be sold,

banners displaying pictures of village women making bags, etc.with a story of women, can be helpful in making an emotional

connect with the customers. Through these posters its important

to bring out the novelty factor and sensitize the customer to go

for SHG jute bag rather than to go for jute bags by other

3.Tie-ups withHandicrafts

Sellers:

4.PromotionalBanners:


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organizations. This is on similar lines like CRY, SMILE, Help

Age cards etc. this would also help in word of mouth promotion.

One of the major goals for any manufacturer of goods should be

towards sustainability of income. In view of this, we propose

that the jute products should increase its brand presence by

making itself available in supermarket chains like Big Bazaar,

Spencers among others and in this regard tie ups with these

stores will enhance the sustenance of the revenue.

Another channel that can be used to push the products is to get

in touch with the CSR clubs of IT companies/Corporate. For

example Maitree club of TCS, GoGreen of Cognizant are clubs

which exclusively deal with these kinds of social activities. These

clubs can be approached to get orders either for their business

conferences or as a gift to their employees or ask them for

setting up stall/kiosks in their company premises. These ideas

are usual approach of getting in touch with the companies

directly. Also once initial connect is made with the company (on

the novelty factor that Chetanalaya is an NGO, helping village

women to support their families); further orders can flow-in on

regular basis.

Objective

To promote the Jute Bags produced by SHG, by creating

awareness and creating a point of difference by sharing the cause

and social impacts of product.

Tag design and concept

Paper Tags which are to be attached with jute bags Size would be in range of book mark tags

o Size: 6x2 c.m. to 10x3 c.m.o Bond paper thickness

Tags will contain the color picture of SHG member

5.CorporateStrategy:

6.Paper Tags toPromote Jute

Bags of SHG


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Tags will contain the text (both in Hindi and English)which will tell short message with real data about how

this product will help SHG member

Costing and Expected Results

Expected cost increase is Rs.1 per bag Will increase the customer awareness which will lead to

increase in sales

These tags will act as reference material among futureinfluencers for purchase of product

These tags will give customers post purchase satisfactionand association with product

This marketing van will be stationed in important locations of

NCR to enable the citizens of the city to see and purchase the

products manufactured by artisans and other underprivileged

women entrepreneurs.

Canara Bank is sponsoring such an initiative in Bangalore as part

of its corporate social responsibility initiatives.

Suggested Action: Punjab National Bankcan betapped in tosponsor a retail mobile marketing van.

Any person willing to venture into exports of handicrafts can

become the member of the Council.

The membership form can be obtained by paying Rs.100/- in cash/demand draft drawn in favor of Export

Promotion Council for Handicrafts payable at New

Delhi.

The Amount of membership (April March) fees are asfollows:

o Entrance fee in the year of enrolment - Rs.1000/-

o Annual Membership fee - Rs. 2500/-

7.Mobile SalesVan

8.Membership ofExport Promotion

Council for

Handicrafts

(EPCH)


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o Total (during the year of Enrollment) - Rs 3500/-+ Service Tax (10.3%)

Every year Membership Fee is due on 1st April and payment is

to be made by 30th June. Membership renewal fee is Rs.

2500/- + Service Tax (10.3%) every year.The membership application forms can also be obtained from

the following office:

NATIONAL CENTRE FOR DESIGN & PRODUCT DEVELOPMENT

(NCDPD)

43, OKHLA INDUSTRIAL ESTATE, PHASE-III,

NEW DELHI-110020

TEL: 91-11-26821262/65/73

FAX: 91-11-26821260

EMAIL:[email protected]

WEBSITE:www.innovativedesigns-ncdpd.com

Note: Ifinterested only for trade information / in house

journal i.e. CRAFTCIL, you can enroll as a subscriber on

payment of Rs.1000/- (April - March) by Demand Draft in favor

of Export Promotion Council for Handicrafts, New Delhi along

with the contact details.

Services offered to Members:

Direct Marketing

1. Invitation for participation in IHGF (Subject tofulfilling of the criteria of at least one year of

membership of the Council)

2. Invitation of participation in Overseas TradeFairs

3. Invitation of participation in Buyer Seller Meets4. Invitation of participation in Folk Craft: Festivals

of India organized overseas

5. Invitation for participation in Product SpecificFairs organized by the Council

Publicity and Promotion

1. Printing of Promotional Catalogues2. Creation of Electronic Product Catalogues3. Printing of product specific information booklets
mailto:[email protected]:[email protected]:[email protected]://www.innovativedesigns_ncdpd.com/http://www.innovativedesigns_ncdpd.com/http://www.innovativedesigns_ncdpd.com/http://www.innovativedesigns_ncdpd.com/mailto:[email protected]


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Market intelligence

1. Provide trade inquires/ leads on a regular basis2. Provide latest handicrafts trade statistics

Monthly Newsletter

A Monthly Newsletter titled "CRAFTCIL" is published and

disseminate among the members of the Council.

Representation

1. Liaison with Government Department, IndustryAssociation, Chamber of Commerce and other

similar institutions.

2. Assist members in settlement of trade disputeswith the buyers

Seminars/Open House Meets

1. Organize awareness seminars, open housemeets, workshops, on various trade related

issues

2. Invitation to reputed designers/trendforecasting agencies to interact with handicrafts

members exporters

Trade Policies

1. Circulars pertaining to the policy changes withrespect to the sector are disseminated regularly

to the members.


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2. Issue of Duty Free Import Certificate (DFIC) for embellishment/ consumablesto the members (http://www.epch.in/rcmc.htm)

Market Development Assistance (MDA) is also given to the

members as per guidelines. (http://www.epch.in/Mda.htm)

Chetanalaya is an NGO that supports SHGs to coordinate and

work as a team towards a common objective.

The objective in this case is to manufacture, promote and sell

jute bags. Jute being a very popular product in India and abroad

is expected to have a great potential market in the fields of gift

items, apparels, household items, jewellery etc.

But the problem in this specific case is the "distinction" factor.

We need to emphasize as to how the jute bags manufactured

by the respective Self Help Group is different from that

manufactured in the factories.

Although the spirit of the women working for the cause is very

high, but still they cannot beat the factory labors w.r.t. the

expertise, skill, efficiency and cost. The factory manufacturers

have the advantage of "economies of scale" which helps them

beat such groups in prices.

Hence, to promote the jute bags in this case, we need to appeal

to the emotional side of the people, emphasizing the benefits

that the women would draw out of every bag sold.

These hand-woven bags are different from the other factory

manufactured bags, as there are a lot of hopes and wishes in

the eyes of the women who make these, and this is what we

need to convey to the outside world.

Every bag manufactured must have a tag attached to it that

clearly indicates the story of the person behind it. By framing in

words what each penny would mean to the person, we can

Overall Strategy for

Chetanalaya
http://www.epch.in/Mda.htmhttp://www.epch.in/Mda.htmhttp://www.epch.in/Mda.htmhttp://www.epch.in/Mda.htm


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make people realize how beneficial their purchase would be, to

the environment as well as the women of the self help group.

Whatever promotional means we use to promote the product,

be it facebook, banners, hoardings, brochures or pamphlets we

should always clearly point out this distinguishing factor, so that

people know, why they should buy it.

This way we shall create a separate market for the product. A

market consists of thoughtful and concerned people who

believe in the development and eco-friendly growth of the

country.

Now a days when the government is emphasizing on the

reduction of plastic bags and more awareness is being spread

about the upliftment of the society, such a market is expected

to emerge, and hence the potential customers are expected to

increase.


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ABOUT CHETANALAYA:

The mission of Chetanalaya is to empower the

underprivileged, marginalized and vulnerable sections of the

society towards self reliance and human dignity. Initiated in

1970 as a humanitarian response to the plight of people in

resettlement colonies and slum clusters of Delhi and Haryana,

Chetanalaya reaches to over a million people through multi

pronged interventions.

SELF-HELP GROUPS:

Chetanalaya is promoting many Self-Help Groups (SHGs)

and one such Self Help Group has been started with the aim of

Cleaner Environment. The group produces environmentally

friendly jute bags as an alternative to plastic bags.

ABOUT JUTE PRODUCTS:All the jute products manufactured by the SHG under

the Chetanalaya tag are made with specially trained women

with the finest quality of jute going into making of the products.

These jute products are not only sturdy but are also

environment friendly. All the products are manufactured as per

the customer requirements and any design can be incorporated

in the products as per the stipulated requirements. We have a

long standing commitment towards quality and in the rare case

a discrepancy arises we repair the products free of cost,

perhaps the only NGO to do so.

ALL FOR A CAUSE:

Corporate Proposal:


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Every product that you buy goes into upliftment of

underprivileged sections of the society by providing them a

constant source of income. Any initiative by your organization in

buying these products would go a long way in helping these

people. So we request you to consider our proposal in order to

buy these environmentally friendly products as this would be

beneficial to people who are in need of support and

encouragement. We are ready to supply jute bags of finest

quality at affordable prices. These bags can be distributed as

part of your corporate gifts and can be used for conferences

held within India or abroad. In addition to this we also look

forward for your cooperation in helping us setup stalls and

kiosks in your office premises.

Some of our bag designs are attached in the document for

reference.


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Template for the

tag:


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Brochure:

ngo report to joining hands

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