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District Administration, Rupnagar, Punjab, is responsible for the implementation of government policies and programmes, and maintaining law and order in the district. 180DC SVC was tasked with developing a market strategy for promoting the products of a Self Help Group - Mata Sahib Kaur. The District Administration also aimed to establish a Community Library in an abandoned primary school building in a village for which they needed to form various partnerships.
Mata Sahib Kaur is a women-led SHG that makes tie-and-dye products and Phulkari, which is a folk embroidery holding a great sentimental value in Punjab. In order to preserve this traditional art form, a comprehensive market strategy was developed which included market analysis for identifying various market channels, market linkages and marketing avenues. The team went on a three-day visit to the village of Boor Majra, Rupnagar in order to understand the problems at the grassroot level for creating the most effective solutions. The District Administration was assisted in the smooth onboarding and sustenance of partnerships for running the Community Library. This involved identifying the partnership areas, parameters for evaluation of partners and competency deck for the partnerships.
The solutions provided by 180DC SVC helped the Mata Sahib Kaur SHG to enhance its presence on various market channels including digital channels, set up various stalls at major events and achieve a significant increase in their revenue. The strategies developed for forming various partnerships helped in the successful completion of the Community Library Project.
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