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Marketing training for the customer base development

To teach Chinni Swamy (CEO) further marketing techniques, which will allow the organization to reach more customers and markets. Stree Shakti is currently looking to hire a marketing manager, this person would also be a beneficiary of the mission. As of now, the organization’s marketing efforts are limited to selling through exhibitions in India and making their project more visible. Because Stree Shakti gives great emphasis on quality and design, response from the Indian upper middle class as well as from western customers has been very encouraging. The organization already counts a couple of boutique buyers from the UK who buy its products on a regular basis. In order to increase the number of buyers, the organization needs to be able to identify them and cultivate them into regular buyers. Furthermore, as they are a member of the Fair Trade movement in India, they would like to reach out to more Fair Trade buyers abroad. Purkal Stree Shakti Samiti needs to continuously train women of the community so that the workforce is constantly updated with skills. There is a stream of additional women wanting to be employed and all of them can be accommodated if they all can be skilled. Employing additional women increase production, hence the need for building markets and finding new customers. All these are efforts which need to happen on a continuous basis.
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Where: The volunteer will work in the registered office of Purkal Stree Shakti Samiti in Purkal Village. When: The Organisation works between 10AM and 5PM every day of the week, including Saturdays, with a Lunch Break between 1.30PM and 2.30PM. The volunteer will work for 5 days per week or more should s/he wish so. On all working days, lunch will be provided in the office along with all the staff. Breakfast and dinner will be provided at the Guest House. The mission cannot happen between August and end of February as this corresponds to the busy selling season. It can happen any other time of the year, preferably between March and July. Possible dates of the volunteer will be confirmed according to the Festival holiday dates, which are based on the Lunar calendar and change every year.
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OUI
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Congé solidaire
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Stree Shakti CEO and marketing manager
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2
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The CEO is a woman aged 70 years old. She is fluent in English and is a whole time volunteer. The names of the participants in the mission are as follows: 1) Chinni Swamy CEO 2) The Marketing Manager, if appointed when the mission startsThey wish to take part in the mission as it will help them to improve their marketing skills. With this mission they will be able to develop the organization, enabling it to train/hire more local women in the future.
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Purkal Stree Shakti Samiti (“organisation for empowering the women of Purkal”) was founded in 2003 by Mrs. Chinni Swamy. It is a division of the NGO Purkal Youth Development Society. It aims at transforming the lives of women in 35 villages of approx. 150 inhabitants, located around the village of Purkal. An artist by profession, Chinni has practiced quilting as a hobby and, ever since she relocated to Dehradun, she has been involved with providing the women of this community income earning opportunities through the creation and sale of quilted products. She has been responsible for the recruitment and training of all of the women and the supervisors who currently work with Stree Shakti. The organization currently comprises 12 Self Help Groups, (SHGs) providing work and training to about 140 women. And Stree Shakti is looking to increase this number. Purkal is close to the Capital of the State of Uttarakhand, Dehradun, but it is rural in nature and was very backward until a few years ago. The entire area has a population of about 15,000 and the number of desperately poor is of about 5,000. Many of the women supported by Stree Shakti are from landless families and to some extent some belong to the Dalit “caste” (untouchables). Even though most women are equipped with a sewing machine, they have no worthwhile skill in sewing or needlework. The skills of patchwork, applique, embroidery and quilting are not known to them. Therefore the goal is to provide women with those practical skills, leading then to employment and therefore empowerment. Training provided also includes organisation, management and increased productivity. Nearly all these women are now first generation earners. In the end, most women are able to earn much better than their respective husbands. Apart from currently providing an activity to 140 women, Purkal Stree Shakti Samiti also employs 25 local young people to keep the activity going and to provide employment to the youngsters. The learning of these skills takes time (a period of 6 months) during which trainees are guaranteed a Rs. 750/- per month income (10€) and are entitled to the global support every other woman under the care of Purkal Stree Shakti gets in terms of nutrition and healthcare. For the care of their children, an Early Childhood Learning Centre is also operating, which accommodates 50 children. These children are given not only outstanding education but guaranteed healthcare and comprehensive nutrition. The commercial operations of the SHGs are self-sustaining since the centre operates as a commercial enterprise. The annual sales turnover for the year 2014 is targeted at Rs. 11 millions (145 000€). The capital required by each of the Self Help groups for their working capital requirement has been provided by the Society as an interest-free loan. Hopefully these loans will be repaid by women over the next few years, out of the profit that they generate. The women of Stree Shakti produce creative, high-quality quilted products that are sold mainly on exhibits throughout India and to some independent stores in the UK. The organization is looking to diversify its products and reach more markets to be able to train more local women.
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One of the employees will receive the volunteer and escort her/him by taxi. It takes about 2 hours to travel from the airport to Stree Shakti’s area.
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Dehradun
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The volunteer will stay in a Bed and Breakfast Home stay in the vicinity. It should take about 30/40 minutes to travel everyday and Stree Shakti vehicle will be arranged for daily transportation. There will be individual rooms, with electricity, Internet, attached bathrooms and air conditioning. Protection against mosquitoes will be provided.
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Whiteboard, paperboard, computers, video-projector, Internet connection are available with a good system configuration. The volunteer can notify if any specific configuration will be required for any Software that s/he may wish to bring and use.
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