Sadhna

Doubling the turnover through co-operation with SharePeople

The poor and inadequate internal communication within the textiles co-operative, Sadhna in India, is frustrating the production growth, as well as hindering access to a larger (international) market. By creating more customer awareness, Sadhna doubles its turnover within seven months and increases its number of members by 50%. 

About Sadhna

Sadhna is a women's co-operative with 300 members (illiterate women), producing and selling textiles in Rajasthan, India.

Business case

Sadhna wants to strengthen its market position and increase production under its own brand name in order to improve its access to a larger or international market. Sadhna also wants SharePeople participants to advise them on how to expand their production capacity. 

Results

Analysis

The team states that the communication between the management and the women needs to be improved in order to realise future goals, such as export to the Netherlands (Europe). In addition, the management must make better use of the internal knowledge and experience.

Advice

In order to create more customer awareness within the co-operative, the team decides to use an imaginary client, called Nora. Thanks to this approach, the women focus on the production and they are able to write a marketing plan more easily. After the DCDL programme is finished, the four Dutch participants first consult with Sadhna and then set up the export company, ‘Sadhna Europe'.

Impact on the overseas partner  

Seven months after the completion of the DCDL programme, the turnover has doubled and the number of members of the co-operative has increased by 50%.

"The way we as a team approached the problem and use our experience and ability to map the bottlenecks and the possible solutions was a fantastic piece of work, which was not possible otherwise." (Arvind - Udyogini)

Impact on the professionals

In imitation of the SharePeople programme, a participant started up her own social company, Women on Wings, which gives marketing and communication advice to women in India.

Impact on the European company 

The companies indicated that the HRM/CSR link became stronger because of the participation in the SharePeople programme. 

Related business cases

• Dastkar, 2006, SharePeople Group Program, India
• Udyogini, 2006, SharePeople Group Program, India
• IDEI, 2006, SharePeople Group Program, India