Drive business growth while creating positive social impact

Many social enterprises in India face challenges in expanding their wholesale market due to factors like language barriers, seasonal demand, and geographic distance from major markets. These challenges can significantly impact the growth and sustainability of these enterprises.

Meeting the European market conditions

The sustainable fashion brand Moral Fibre wanted to increase their wholesale orders by actively reaching out to the European market. However, they encountered several obstacles.

  • Connecting with the right wholesale customers in Europe
  • Communicating effectively due to language barriers
  • Adapting products to the seasonal demands of the European market
  • Overcoming the geographic distance from India to Europe for trade fairs and meetings

Developing a targeted strategy

To address these challenges, Moral Fibre worked with Women on Wings to develop a targeted strategy:

  1. Created a detailed persona of their ideal wholesale customer, a 35-year-old German fashion brand owner focused on sustainable, ethically-produced clothing
  2. Defined core brand values to position Moral Fibre in the European sustainable fashion market
  3. Mapped out the customer journey for wholesale buyers, from first encounter to purchase decision
  4. Established a strong online presence through LinkedIn accounts and a dedicated B2B section on their website
  5. Explored European B2B platforms to connect with potential wholesale partners

Tailored to the target market

By implementing this strategic approach, Moral Fibre was able to:

  • Tailor their marketing and sales efforts to the specific needs and preferences of their target German wholesale customer
  • Communicate their unique value proposition as a sustainable, ethical brand producing high-quality, on-trend products
  • Streamline the customer journey for wholesale buyers, making it easy for them to discover, evaluate, and purchase from Moral Fibre
  • Expand their reach to the European market through online channels and B2B platforms

A strong brand positioning

The impact of this strategic initiative has been significant for Moral Fibre’s business and the women artisans they work with:

  • Increased wholesale orders from Europe, providing a stable income stream for the brand
  • Expanded market access for the handloom weavers and artisans in Moral Fibre’s value chain
  • Strengthened brand positioning as a leader in sustainable and ethical fashion in India
  • Enhanced economic empowerment for the women artisans via sustainable livelihood

By proactively addressing the challenges of expanding into the European wholesale market, Moral Fibre has been able to drive business growth while creating positive social impact for the women in their value chain.

Social enterprise

Textile & handicrafts

Experts

Women on Wings senior business consultant Chanakya Mehta
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