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Anokhi

Akriti
Ayush
Pranav
Sourabh

Strength
Committed to provide sustained work to craftsmen
and sustained relationship with suppliers
High end, quality products and strong brand image
Design innovation, new patterns, different sets of
colours
Diversified product range
Exposed to the rigors of competing in international
market
Sewing, tailoring and laundry in house
Incorporates customer feedback

Weakness
Has only been able to cater to a niche
market in India
Uses natural dye (fades easily- low
durability and doubt about
Longer production cycles
Not enough funds to compete with giant
competitors (Fabindia)

Opportunity
More customers as purchasing power of
Indians has increased
Stores in tourist destinations like Goa and
Agra
Growing interest in online shopping
Export market of subcontinent
Availability from China of non-handloom
fabrics

Threats
Longer production cycles for fabrics
Indian non-handloom fabrics of low quality
Consumer tilt towards foreign brands in the lifestyle
segment
Increasing rental rate (most shops are in posh areas of
Khan market, GK, Vasant Kunj)
Longer production cycles
Block printing as a profession is on a decline
Burgeoning operations of Fabindia and other competitors
Volatile sales

Recommendations
Anokhi should go public and get more funds so
that it can expand operations
Expansion into e-retail
Consolidate its position in the subcontinent
export market
They could use non-handloom fabric coming
from China
Crafts from other states of India can be
considered

SEWA and Fabindia


SEWA
Started as a not for profit
venture
Was formed to counter
govts apathy towards self
employed women
It is a social enterprise as
the organization was started
to provide livelihood to poor
rural women and uplift their
lives
Did not have formalized
systems for selling

Fabindia
Started as a profit venture
To earn profit by providing
opportunities to weavers
Although Fabindia has a social
mission as part of its objectives
yet it cannot be called a social
enterprise as its core objective is
not to provide livelihood to
weavers or to upliftment
Weavers are a means to reach
their ultimate goal of profit.
Highly formalized