Vidyuth Sreenivasan
2021-2022
Client: BFA Global
As an expert consultant to this project funded by the Bill & Melinda Gates Foundation, the focus of the project was to increase the incomes of women artisans in rural Bihar through innovative e-commerce strategies. This pioneering project was executed through two strategic sprints: the demand sprint and the supply sprint.
In the demand sprint, our emphasis was on building brand presence, establishing online sales channels, and crafting a compelling social media strategy. Leveraging platforms like Google and Facebook, we designed campaigns targeted at diverse customer segments. We developed detailed personas based on purchase data, Google analytics, and extensive customer interviews to hone our understanding of our audience. By tracing the customer journey, we refined our targeting strategies, resulting in a substantial increase in conversion rates.
Simultaneously, the supply sprint focused on identifying and eliminating bottlenecks within the organization and the supply chain. This streamlined approach not only created operational efficiencies but also significantly enhanced the overall customer experience.This collaborative effort culminated in a remarkable 5X increase in online sales by women artisans. The success of this program underscores the transformative power of cross-disciplinary collaboration in driving positive change and economic empowerment in rural communities.
Describe your image
Describe your image
Describe your image
Describe your image
Embracing Tradition, Empowering Lives
My enduring passion for hand block printing and the belief in the transformative power of traditional crafts to build livelihoods traces back to 1984. A pivotal moment in my life occured when my mother, widowed in her early thirties with two young children, embarked on a courageous venture. She established a block printing studio on our terrace, a business that allowed her to earn a livelihood while caring for us.
Growing up amidst the rhythmic sounds of traditional block printers, surrounded by vibrant bales of cloth and a kaleidoscope of colors, I drew inspiration from my mother's independence. This enterprise not only sustained us and financed our education but continues to be her abiding passion to this day. Access Chaani.in here
Although I ventured into advertising and the tech startup industry for a while, my roots eventually beckoned. In 2005, I co-founded Tasara Textiles and Design Studio alongside my mother, aiming to collaborate with block printers and uplift their livelihoods. However, our journey faced a significant setback when a fire on Diwali destroyed the block printing unit on our terrace. Undeterred, we decided to collaborate with the same block printers, enabling them to work from their homes and pioneering a distributed production system. I played a pivotal role in developing the processes for remote production.
My commitment expanded beyond familial ties. I extended support to a couple in Tharamangalam, near Salem, by providing initial capital to establish a block printing unit. Over the years, we worked together until they launched their entrepreneurial venture, marking a trajectory of growth that I aspire for all artisans. Weathering market shocks, I transformed the model from brick and mortar to an online platform, retailing under the brand name Chaani.in. Through ups and downs, I absorbed the costs, held the risks, and pivoted as needed. During the challenging times of the pandemic, while many artisans struggled, those working with Chaani.in had a continuous income due to our distributed production system and online marketing.
Chaani.in, born from my earnings as a consultant, stands as a blueprint for transforming artisan lives. It embodies resilience, adaptability, and a commitment to social impact. As my action research lab for social change, it allows me to test and develop theories aimed at revolutionizing the artisan space.
I truly believe that the creative and handmade sector including artisan livelihoods has great potential in achieving the sustainable development goals (SDGs).
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