The New Retail Brand
Industree Crafts has successfully joined the artisan to the market in its first phase of growth through its work in natural fibres. Their success has set them on an upward trajectory to the next phase of growth. Industree Crafts has scaled up by involving external investors to launch a new multi-brand retail presence, in India. The brand Mother Earth creates lifestyle products, organic foods and garments combining traditional craftsmanship with contemporary innovation. Environmental integrity and sustainibility is a key focus for all their products.
The new brand sources from producer groups that Industree Crafts Foundation has developed and these producers will be encouraged to take shares in Industree. If they have surplus production capacity, they will be encouraged to supply to external markets using different designs.
ICF fulfills its mandate of its 'non-profit' role by taking on producers to create market potential for the new brand, through design, skill training, infrastructural support, internal group management and working capital creation inputs. The ICF margin will be included as product cost. In year one it projects that it will help supply upto 50% of the revenues of Industree.
While the social intent of the new brand will stem from Industree Crafts Pvt Ltd, there will be a special emphasis on 'producer empowerment'. Industree will monitor and communicate this value to its customers. It has a special branding exercise to develop promotional materials and packaging that will give the customer clarity on who will benefit from their spending.