A new customer approach for sarees by Eco Tasar

Women on Wings’ business partner Eco Tasar produces a wide range of tasar silk products that stand out thanks to a perfect match of modern western designs and traditional Indian handicrafts, done by mainly rural women.

Recently, Women on Wings and Eco Tasar worked on Eco Tasar’s new sales and communications approach. Karen de Loos, expert Marketing Communication at Women on Wings, and Khitish Pandya, CEO at Eco Tasar, joined forces and, in two days, made a plan for the sales and communications approach for one of Eco Tasar’s most important products: tasar silk sarees.

Khitish Pandya: “We worked on identifying our target customer, how to reach out to her, what story to tell, what are the retail moments that we can focus on, for instance festive holidays like Eid, Diwali and Christmas. And how do we connect with our customer. We can use many options such as e-mail, social media and mobile phone messages, but we have to find out what works best for us and our customer.”

Karen de Loos: “Part of the communications approach is a loyalty program and member-get-member approach. Sarees are bought for special occasions and women are great users of word-of-mouth before deciding where to buy from. So this could be a big opportunity for more sales with the festive season coming up. The ultimate aim is to increase Eco Tasar’s customer base and realize more sales so as to increase the number of rural women working on Eco Tasar’s beautiful sarees.”

@picture: woman rearing tasar silk cocoons, the start of each Eco Tasar saree