PALASH- Branding and Marketing for Rural and Tribal Women Entrepreneurs and Artisans’ Products of Jharkhand
Empowering Rural & Tribal Women Entrepreneurs through Palash Branding in Jharkhand.
Problem
- Lack of a perennial market for products by rural and tribal women entrepreneurs
- Presence of middlemen diminishing direct market access and profits for women entrepreneurs
- Challenges in building trust among consumers for an unknown brand
- The need for capacity and skill development among rural and tribal communities
Solution
- Introduction of “Palash”, a brand owned by rural women SHG entrepreneurs and artisans, providing direct market access
- Implementation of end-to-end value chain branding and marketing strategies
- Diversification into 29 different product categories under the Palash brand
- Comprehensive training and skill development initiatives for women entrepreneurs
- Effective packaging, branding, and institutional sales efforts to compete in open markets
Outcomes
- Engagement of over 6.75 lakh rural and tribal women agripreneurs, entrepreneurs and artisans under the Palash branding strategy
- Equipping rural women entrepreneurs with the skills to manage end-to-end value chains
- Significant growth in community credit absorption due to the branding and marketing strategy
- Providing consumers access to natural and local products, thereby building brand loyalty
Project Details
Category: Branding and Marketing of Tribal Products
Project: PALASH- Branding and Marketing for rural and tribal women entrepreneurs and artisan’s products of Jharkhand
Organisation: Department of Rural Development, Government of Jharkhand
Start Date: 28-Sep-2020
Problem
Rural and tribal women entrepreneurs and artisans in Jharkhand faced significant challenges in accessing markets due to the lack of a recognisable brand. The presence of middlemen in the value chain diminished their direct access to the open market and reduced their potential profits. Establishing a new brand in the market and building consumer trust was a daunting task. Additionally, there was a dire need for capacity and skill-building initiatives among these communities.
Solution
To counter the prevalent challenges, the Palash brand was conceptualised and created, serving as a beacon for rural women SHG entrepreneurs and artisans, offering them a direct gateway to open and competitive markets. This initiative was backed by an all-encompassing value chain branding and marketing strategy, diversifying into a range of 29 products, enhancing market reach. Simultaneously, the community-based ecosystem for Palash emphasized capacity and skill-building, ensuring the women entrepreneurs were adequately equipped. Additional efforts were put into product packaging, brand promotion, and institutional sales to allow Palash to stand strong alongside established brands.
Outcomes
The introduction and subsequent scaling of the Palash branding initiative reaped significant rewards. With the brand now acting as a vehicle for over 6.75 lakh rural and tribal women, the entrepreneurial landscape for these women underwent a dynamic shift. The strategies employed under Palash not only provided these women with essential market access but also equipped them with the skills required to manage end-to-end value chains for their products. The community also witnessed a surge in credit absorption, a testament to the economic upliftment achieved through this initiative. Consumers, on the other hand, found a trustworthy source for natural and local products, further establishing Palash’s stronghold in the market.