Young Designers 2011

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Abhishek Maithul | abhishekmaithul@gmail.com

Constituting Growth Strategies for Hansiba, a SEWA Initiative

Strategic Design Management | PGDPD
Guide: Shashank Mehta
Sponsor: SEWA (Self Employed Women’s Association), Ahmedabad

Keywords
Indian handicraft (hand embroidery)
Rural women artisans
Design research
Brand strategy

My diploma project started with the brief of constituting strategies for a brand’s venture into the European market, and was finally summarized as “Opportunity mapping for Hansiba” to establish it as a high-end brand for handicraft products in the domestic market.

Self employed Women’s Association (SEWA) is an association of poor, self-employed women workers who earn a living through their own labour or small businesses. With a vision to empower the artisans, SEWA initiated Hansiba, a brand representing the products (apparel, home furnishings and accessories) produced by 1,500 women artisans spread across villages in Gujarat.

After a composite study of the subject, the brand, the customers and the competition, I conducted a thorough design audit and study of Hansiba’s existing customers and potential buyers. This helped me identify the competitors in the market. The research helped me conclude that though Hansiba products are appreciated, its presence as a brand is obscure. This restrains customers from investing in these premium handicraft products.

Since it is the customer who builds the brand, the project aimed to build a lasting impression on the targeted group of customers. This would help make a distinct place for Hansiba in the market and set a loyal customer base.

The project testifies my learning and understanding of Strategic Design Management. I have gained immensely from this experience.