A reflection by Women on Wings marketing and communications expert Nicolette Biessels on her time spent consulting with Bahula Naturals founder Aakriti Srivastava and her team in Rajasthan on marketing strategies.
Bikaner, India – The day starts as many do in India: with a schedule that serves more as a suggestion than a fixed plan. The workshop was originally set to start at 9AM, but by the evening before, it’s already moved to a 9:30 hotel pickup. We arrive at the office around 10 – Bikaner’s traffic is nothing like Delhi’s – and by 10:30 everyone is settled and ready to kick off. Some things never change.
But what does change, is everything that follows.
Marketing & sales: not the same thing
The Bahula Naturals team – energetic and passionate – dives enthusiastically into the session. Together we shape their marketing strategy. We brainstorm about customer segments, brand values, unique selling points and we rehearse convincing sales pitches. And yes, marketing and sales are definitely not the same.
English and Hindi flow seamlessly into one another. At times, debates heat up with passion. Meanwhile, Chanakya Mehta, senior business consultant from the Women on Wings team, effortlessly switches between languages – and between theory and practice. Absolutely indispensable.
Bare feet & big smiles
Outside, the first monsoon downpour has arrived – heavy, relentless, and long awaited. And that means water. A lot of it.
It’s leaking into the not-quite-finished office renovation too, but no one seems concerned. We simply walk barefoot – shoes are already neatly by the door – and watch our step on the slippery tiles. And honestly, with 30-degree temperatures, everything dries pretty quickly. The streets become little rivers, and a stray dog slips through the gate to take shelter. Yes, the rainy season has officially begun.
Feta, haloumi & camel milk cookies
Around lunchtime, we set the table together, using office chairs as dining seats. The stars of the meal: feta and grilled haloumi made from camel milk. Genuinely delicious.
With our chai, we enjoy a cookie – also made from camel milk, of course. The workshop focuses on camel milk products – the margins are strongest there –and a thorough cost price analysis, expertly developed by Liesbeth Rutgers, is already on the table.
A roadmap to growth
Day 2 is all about making choices. What can you do with a small team and a limited marketing budget? We worked on a practical marketing roadmap for the next 3 to 6 months. It’s ambitious, yes – and no, not fully finished. But the foundation is there. With a bit of online follow-up, they’ll get there.
A gift, every single time
For over 15 years, I’ve consulted as a marketing communications expert for Women on Wings. Every collaboration with a social enterprise feels like a gift. This one with Bahula Naturals is no exception.
On the way to the train station, I spotted exactly two camels – in what’s known as the camel city of India. Next time, I’ll build a bit more breathing room into my schedule, so I can explore the surroundings. Note to self.
Nicolette Biessels
Women on Wings marketing expert
Did you know that camel milk is well tolerated by people with lactose intolerance? That Bahula Naturals represents over 4,000 farmers? That they aim for a fully carbon-neutral supply chain and are India’s only open-access dairy?
Take a look at Bahula Naturals’ inspiring story:
Nicolette Biessels is a marketing and communications expert and co-founder and co-owner of 2 in Beweging a communications agency, Women on Wings experts consult Indian social enterprises pro bono.
