Sewa eyes expansion plans, to increase global footprint

Beating the global slowdown in demand for handicrafts, the Gujarat-based Self Employed Women’s Association (Sewa) has chalked out major expansion plans with the launch of its new premium handicraft brand ‘Hansiba’. It plans to increase its footprint globally, while targeting a 40 per cent year-on-year growth in its turnover.

While the handicraft sector underwent a major setback globally, which also affected Sewa’s sales significantly, the organisation strengthened its presence through the Sewa Trade Facilitation Centre (STFC) by diversifying into the newer markets of Afghanistan, Pakistan, Sri Lanka, Nepal and Bangladesh.

Sewa plans to open eight ‘Hansiba’ outlets across the country by the next financial year from the present three in New Delhi, Ahmedabad and Mumbai. “We are targeting both the premium and middle segments through this brand and we are seeking both the business-to-consumer and business-to-business segments. This will also be available through our franchise partners such as FabIndia,” Sewa Secretary General Reema Nanavaty told Business Standard.

Through STFC, Sewa is also planning to introduce a new line of products called ‘Sabaah’, which will be made available only for the international markets. “Last year, our export orders were down by almost 50 per cent and that hit our sales. We are planning to increasingly interact with our clients directly rather than depend on exporters and other retailers,” she said.

STFC, which had an annual turnover of Rs 15 crore in 2008-09, also plans to introduce the brand in the US, UK, Turkey, European and South Asian markets within the next financial year. “We are targeting both the commercial as well as the franchise segment for Hansiba. The demand for such products is massive in other south Asian countries, even though in India it has not really picked up well, post the downturn,” Nanavaty said.

Almost 60 per cent of the sales from Hansiba – named after a 92-year-old artisan who created the designs – will go to 15,000 artisans involved with the brand. The artisans are paid an average monthly income of Rs 800 to Rs 1,200 depending on the quantum of the work they do.

Besides Gujarat, artisans for Hansiba would also be sourced from West Bengal, Assam, Karnataka, Bihar and Uttar Pradesh.