SABAR ARTWORKJHARKHAND

The Team The PortfolioVision and Mission The MarketWhy Palaash

PALAASHTHE SHEER VARIETYUnique, exquisite, handmade and eco-friendly handicraft products using a combination of Kanshi grass, Palm leaves and Bamboo HIGH MARGINS

TALENTED & MOTIVATEDThe indigenous tribal art is taken to the next level by the collaborations to create a sustained differentiation

TRAINING & SKILL DEVELOPMENT

Extremely cost effective, good quality products guaranteed to be 5-25 % cheaper than similar quality products. The procurement also occurs under expert supervision to ensure product quality

SUSTAINED GOVERNMENT SUPPORTProject led and mentored by Suchitra Sinha, IAS in collaboration with Government of Jharkhand

UMBRELLA NGO INVOLVEMENTDay to Day operations are also aided by Ambalika, a NGO dedicated to helping

indigenous primitive tribes

The SABAR TRIBE

INDUSTRY ATTRACTIVENESS•There is large product variety and range•It has strong, diversified and supportive retail infrastructure.•Cheap labor rates that result to competitive price.•Low capital investment.•There is flexible production flexibility•Easy creation and development of production centers without big investments (easy scale up)•HIGH MARGINS•Government support

BRAND ATTRACTIVENESS•Major revamp in marketing activities via XLRI Jamshedpur•Strong brand activation across B-Schools through the Campus Ambassador program•Support of Jharkhand Government, tribal affairs•Design training from National Institute of fashion technology (NIFT)•Influencers lined up, upcoming e-commerce launch•Kanshi grass, Palm leaves and Bamboo based eco friendly products

The Team The PortfolioVision and Mission The MarketWhy Palaash

TRIBE ETTIQUETES: • About 150 -200 workers employed from the tribe• The tribe receives design tips and training from NIFT graduated designers• The tribe makes trips to handicrafts fairs in Delhi and Kolkata• The sales also across happen through the ambalika website

The Team The PortfolioThe MarketWhy Palaash Vision and Mission

OUR VISION

• Create a sustainable line of unique, exquisite, handmade and eco-friendly handicraft products using a combination of Kanshi grass, Palm leaves and Bamboo

• Providing a solid stream of revenue and skill development for the talented people of the Sabar tribe using talented designers and structured support

• Build a strong business model ensuring high margins for the tribe• Open new online and offline channels for selling for the Sabar Tribe artwork• Look for sustained collaborations and partnerships to help indigenous tribes

OUR MISSION

• Provide training to the Primitive Tribes in the area of Design and Development of their traditional products to increase the commercial viability and marketing appeal of their products

• Provide the necessary technology and training to increase their productivity and efficiency to meet orders in a time bound manner without compromising on the quality.

• Serve as a platform for marketing by procuring orders from various organisations-both government & private, from India & abroad. The revenues minus the cost incurred is re-invested for the welfare of the PTGs.

Vision and Mission The PortfolioThe MarketWhy Palaash The Team

MANUFACTURINGDESIGNSELLING &

DISTRIBUTION

SABAR TRIBE150 – 200 size

DESIGNERS FROM NIFT

AMBALIKA (NGO)GOVERNMENT OF

JHARKHAND (TRIBAL AFFAIRS)

MARKETING

XLRI JAMSHEDPUR

OFFLINE MARKETING6 members

ONLINE MARKETING6 members

TRAINING & DEVELOPMENT

XLRI JAMSHEDPUR

HR Students6 members

NIFT, AMBALIKA

SELLING, MARKETING

DESIGN & MANUFACTURING

LED BY: SUCHITRA SINHA - IAS

The Team

Indulgence in Purchase

Freq

uenc

y of

pur

chas

eHigh E.g.. Furniture purchases

Low

High

Low E.g.. Utility

Socialite

InvolvedTraditional • Mostly given as gifts, on

different occasions e.g.. House opening ceremony

• Occasion/Event driven. Buy at gifting shops like archives or store purchases done at fairs

• Premium customers,• Utilise the handicrafts a part

of their house interiors .• Feel proud about

possessing these unique products.

• Buying at auctions, high end furniture showrooms

• Mostly women (mothers),

• Bought for household use

• Purchase on occasional trips to fairs and exhibitions

• Young women & men in the age group of 18-30

• Frequently change their accessories and simple household decoration

• A self purchase activity.• Purchases at a ladies

corners / retail outlets/online

SEGMENTATION & TARGETTING

Vision and Mission The PortfolioWhy Palaash The Market

Handicraft exports from India increased by 13.5% year-on-year 

Woodware increae by 9.52% CAGR over last 3 year

Jharkhand leads in Bamboo based Handicraft exports

Emerging40.73%

10.00%9.00%6.00%

34.27%

% of Exports woodware

USA Germany UK UAE others

Challenges• Globalization reducing exports to certain countries• Certifications required for exports• Internal inter state trade regulations• Fragmented demand (extremely personalized)• Competition from the unorganized sector• Alternative arts and decorative• Lack of concrete market data

The TeamVision and Mission The MarketWhy Palaash

Indulgence in Purchase

Freq

uenc

y of

pu

rcha

seLow

High

LowE.g.. Utility

Socialite

Involved

Emerging

Traditional • Coasters• Table mats• Containers and bins• Cushion covers• Cups• Bags• Fruit baskets

• Lighting baskets• Decorative light

hangings• Wall hangings• File Folder• Pen stands• Containers and bins• Cushion covers• Cups• Bags• Tiffin Box

• Lighting baskets• Decorative light

hangings• Artistic Wall

hangings• Chairs• Lamps• Vases• Small Tables

• Wall clocks• Artistic wall

hangings• Dining table

containers• Vases• Cups

HighE.g.. Furniture purchases

• Currently the tribe makes 100 different kind of Products (Including different SKUs)

• The Products have been studied carefully and have been categorised into 24 categories which can be further categorised.

The Portfolio

PROJECTIONS

2016 2017 20180100000200000300000400000500000600000700000800000

Projections

Offline Online

Reve

nue

(IN

R) B2B launch1 online market place

Mass media advertising, influencers

3 online market places

The MarketThe Team The PortfolioVision and Mission

Home DécorRanchi Jamshedpur

Home Décor JHD Home Décor Sonari

Aavaran Decora Kalimati Road Sakchi

Kraft Furnishing  

HandicraftRanchi Jamshedpur

Kashmiri Handicraft Store Local gift shops

Local Stores in Upper Bazaar     

Government StoresRanchi Jamshedpur

Khadi Gramodyog Bhandar same

Jharcraft stores     

Festivals and ExposRanchi Jamshedpur

Khadi mela in Mohrabadi Expos in gopal maidan

Trade Expos in jaypal     

WHERE WE SELL

Rukmini - http://trumatter.in/

Best art and craft blog in IndiaReach: 2500

Shruti Singh - https://www.facebook.com/TheEastCoastDesiFeatured on Indian Express

Reach: 15000

Bhavana- http://www.anindiansummer.in

Multiple platform celebrity

Reach: 17000

INFLUENCERS – LINED UP

Indulgence in Purchase

Freq

uenc

y of

pu

rcha

se

Low

High

Low E.g.. Utility

Socialite

Involved

Emerging

Traditional

• Home decors• Gift Shops • Ladies Corners• Sweet Shops• Handicraft stores

HighE.g.. Furniture purchases

• Government Stores• Ladies Corner• Handicraft Stores• Festivals and Expos• Premium Fruit stalls• Books and

Stationary Shops

• Government Stores• Handicraft Stores• Festivals and Expos

• Home Decors• Kitchenware Shops• Gift Shops• Restaurants

WHERE NEXT

The Customers

The PortfolioThe Market The CustomersThe Team Risks &Contingencies

INJURY RISKS

Since the handicraft business is not enough to sustain livelihood, most workers have allied jobs of farming, carpentry, poultry etc. involving huge amount of manual labor. Lots of workers sustain injuries on such jobs affecting their concentration and productivity

ATTRITION RISKS

Most of the workers are driven by immediate cash rewards. A lack of marketing effort till now has seen fluctuating demand. This causes the workers to leave the handicrafts field to concentrate on other short term cash generating avenues.

RISKS

TECHNOLOGY RISKS CULTURAL RISKS

Most of these workers are technology averse. Technology adoption to ramp up scale might involve time and money. Scaling will require larger amount labor as compared to other industries.

The tribe sometimes is apprehensive about involvement of strangers. This might cause some barriers in training and development. Relationship building is required before actually undertaking any task.

INCREASED COMMUNITY INVOLVEMENTFREQUENT VISITS FOR RELATIONSHIP BUILDINGSTEADY INCREMENTAL TRAINING

OVERTIME BASED INCENTIVES

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THANK YOU