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SEWA Banascraft

Prof. Rushen Chahal

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Questions & Issues

Is there are an overlap between OD and market development

approaches?

Does a OD focus help initially?

Working in under- developed markets

Marketing support along with social support mechanisms( indirect

benefit)

Sequencing steps in the intervention

Organising ± Product Development ± Training ± Marketing

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Cont¶d

What is the appropriate institutional structure?

How does SEWA keep shifting its role from service provision to

market facilitation?

How are quality standards set and communicated?

What is the appropriate service charge that SEWA should get?

What is the field level knowledge management system?

How does one develop performance measures?

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Measuring Performance

Producer share of final price ( comparison with old system)

Frequency & value of interaction ( no of groups regularly interacting

with SEWA)

Too many grey areas in the SEWA Banascraft PMF ± Subsidy issue

most important ( depicted as ³ minimal´ )

Client satisfaction not measured sharply ( both customers &

producers)

Need to consider the two ±sided market implication

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Cont¶d

Need for developing ³ impartial´ data/ information sources?

How does one measure performance when roles are diffused?

What do you do when you have already hit 100 percent of the

market?

Separate analysis of the role of state actors

Need for complementary and well defined goals

Increase outreach ± Sustainability & Cost Effectiveness ± Impact

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Continued

Donor Vs Practitioner conflict

When is the market development approach relevant?

When is such an approach unrealistic?

Search and identify the tipping point

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SEWATFTC

Annual Turnover: over 2 crores

Total Employment Generated: 3500 rural artisans, 200 urban

garment workers

Provides an average monthly income of Rs. 1200 ± Rs. 1500.

Established a state of art Common Facility Centre in Ahmedabad

with the production capacity of 350 pieces a day

Trained around 200 young members of SEWA in multiple

garmenting skills from cut to finish.

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Cont¶d

Organised fashion shows in Spain and New York

Created a cadre of business managers to streamline the supply

chain

Technical Partnership with IFC to evolve a commercial business

strategy.

Provide market access and business development services to

grassroots artisans

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Cont¶d

Hansiba Brand- 3 outlets

Common facility center ± raw material store , sewing, finishing, kit

and quality control wings

Apparels ± accessories ± home furnishings & designer wear 

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Some Products

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Close of Session

Thank You