Introduction of new fashion line to strengthen Shrujan brand

Shrujan, in Bhuj in the Kutch (Gujarat) region, sells gorgeous products handmade by 3,250 women. Experts Annet van den Hoek and Carolijn Michels have been working with Shrujan on the marketing strategy for 2013. The most important targets for 2013 are improving results and strengthening the Shrujan brand.

Annet and Carolijn defined the targets along with Shelly Gera, marketing manager at Shrujan. In order to realize these targets, bestsellers from the current collection will be further developed with the traditional collection. They are also thinking of developing a new line with more ‘fashionable’ products that, alongside existing customers, will need to attract new customers. For this new collection, that will be sold through existing sales channels including Shrujan’s own shops, also new sales channels will be explored.

In addition to developing these two collections for their own shops, Shrujan will also optimize the sale of large consignments of bags and cushions. By seeking out new customers who value the quality and authenticity of the brand. From the perspective of various customer groups, they will look for the optimal selection of products and designs with the ultimate aim of improving results.

Together, Shrujan and Women on Wings have formulated the terms of a successful implementation of the marketing strategy within the organization.

“The sales strategy workshop with the Women on Wings team has really helped us bring together our sales team. We feel that this intervention was very timely and the facilitation was very well done. We would like to express our thanks to the Women on Wings team for their inputs.”

Rashmi Bharti
Co-founder at Avani Earthcraft

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