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Annual Report 2018 - 2019
Annual Report 2018 - 2019
Mission StatementThe foundation of the enterprise is Sadhna’s commitment to empowering women, both economically and socially, and also enhancing their self-esteem.
Making its artisan members self sustainable and to give them access and control over a significant financial and social resource, a status in their family and society.
Published by Seema ShahDesigned by Ben O’Donovan-Iland
[email protected] www.sadhna.org +91 294 245 4655
instagram.com/sadhna_womenhandicrafts
[email protected]@sadhna.org
Chairperson’s ForewordSadhna’s Story
Sadhna’s SkillsSadhna This YearArtisan MembersArtisan TrainingSocial SecurityStories of SuccessSampling & Business DevelopmentSales & MarketingShowroom SalesMarketing & Sales PromotionAccounts & AdminDesign WorkshopOther Activities
Sadhna The Way Forword
Sadhna Team Views
Sadhna Financial Report
Sadhna Board Members
Sadhna Group Leaders
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Sadhna List of Supporters40
Contents
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Chairperson’s ForewordR.S. RekhiChairpersonSadhna has completed its 15th year of independent operations in 2019.
It was an important milestone for a social enterprise to complete 15 years of successful operations and consistently profitable business. Sadhna has been consistently providing close to 33% of its sales as effort reimbursement to its artisan owners and one hopes that it shall continue doing so for many years in the future also.
It is my privilege and honour to express my gratitude to each and every stakeholder of Sadhna for their Support, hard work and determination over the last 15 years.
I would like to thank all the buyers and clients of Sadhna for their patronage and discerning taste. It is they who spur Sadhna to push itself to meet their expectations This journey would not have taken place without their support and solidarity for this cause. Special mention to Trifed, Fab India and Mata Traders who have been our consistent buyers over the last many years.
The regular and enduring support and backing of Ajay Mehta, the settler of the Sadhna deed, our first Chairperson
Neelima Khetan, first CEO, Leelaji, founder trustees Roopa Metha and Kamayini Jalan and the entire leadership team of Seva Mandir has been a critical and motivating factor in this very admirable journey of Sadhna and its artisan owners. One would be doing a great disservice not to mention special thanks and gratitude to the late Subramanian sahib for his constant and regular guidance in the initial years of Sadhna.
Last but not the least, many thanks and congratulations to the each and every member of the Sadhna team (Fellow board members, Staff, artisans, designers who’ve worked with Sadhna, especially Ritu and the many well wishers – past and present) for making this wonderful journey of empowering women artisans happen.
Another milestone achieved this year was that Sadhna has completed five years under the helm of the current CEO.
These 5 years have been very challenging years for Sadhna’s sales. While the sales have not shown substantial growth, Sadhna has shown considerable resilience in terms of maintaining its sales figures inspite of a very challenging business environment.
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This year like the last came with its share of challenges on the sales front, but, inspite of low orders from its erstwhile biggest buyer Fab India, Sadhna’s sales crossed the psychological barrier of Rs.4 crores. The sales for the year was Rs. 4.03 crores, a marginal growth of 4% over the sales of 2017-18. Trifed emerged as the largest customer for Sadhna with a sales of Rs.1.53 crores.
Inspite of being a well-known brand in the Fair Trade and artisanal space, Sadhna’s near stagnant sales for the last 5 years is a cause for concern and we need to strengthen our resolve and efforts to focus at increasing sales. Sadhna has to continue to focus on building its pipeline of customers and also needs to diversify its product and customer base.
Sadhna made significant efforts in the year to get more contemporary design thinking in its designs and hopefully this shall yield results in the current year.
Sadhna should continue to focus on its strengths and work to on growing its sales, visibility and networking, while simultaneously building up its team of artisans and employees.
I would like to thank my fellow board members for their vision and guidance. They are an unfailing source of encouragement and inspiration, and have always nudged Sadhna to stay steady on its chosen path of blending profit and purpose.
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Sadhna’s Story Our History
Sadhna, as an idea, was born in 1988 to generate alternative income for women in and around the urban and rural areas of Udaipur.
A massive drought in the region forced the menfolk to migrate in search of work and incomes of households dwindled considerably.
The women were forced to look for other avenues of income in order to supplement the meagre resources.
Traditionally faring from a society which is not dependent on agriculture, Sadhna chose handicraft as the core revenue earning activity for the women.
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Sadhna is initiated with just 15 women under an income generation program implemented by a regional Non-Governmental Organisation (NGO), Seva Mandir.
1988
2000
2004
2019
Sadhna is transformed into a social enterprise
Registered as an independent entity; Mutual Benefit Trust on 10th December 2004 with 225 women.
Now we boast 700 trained and registered women in Sadhna’s family. Most artisans are home-based workers.
Alternative livelihood program with rural and tribal women in Udaipur and Rajsamand Districts in Rajasthan.
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All artisan members are the
co-owners of the organization and the surplus is
distributed back to the artisans.
Sadhna’s Story Our Artisans
Sadhna is a story of true empowerment. From a state of complete dependence, these women now have a secure job, regular flow of income, bank accounts, and more importantly, a voice that could be heard.
The most encouraging aspects are the changes in women’s lives, their growing involvement and influence in their local communities. There are
stories a plenty of women now being able to help their families move out of vulnerability, investing in their children’s education, and gaining the respect of their husband and relatives. They play an active role in decision making bodies of Sadhna, through representation on the management committee and Board of Trustees. Women are breaking caste and religious boundaries, and building string horizontal solidarities.
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All artisan members are the
co-owners of the organization and the surplus is
distributed back to the artisans.
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Sadhna’s SkillsSadhna is a women’s handicraft enterprise which specializes in hand-embroidered and hand-sewn fabric that can be used for various decorative and functional purposes.
The technique we primarily use is called ‘Tanka’ running stitch, which is similar to the ‘Kantha’ embroidery of West Bengal. We also do appliqué
work, which is essentially stitching one cloth piece over another. And finally we have patchwork, where different pieces of fabric are stitched together.
Sadhna is also certified Fair Trade organisation and has accreditation from Fair Trade Forum-India and World Fair Trade Organisation (WFTO), based in Netherlands.
Tanka Embroidery Appliqué & Reverse Appliqué Block Printing & Tie Dye
2 Production Units100 Stitching Machines
Udaipur Delwara
60 Juki & Brother sewing machines.Laser cutting machine for appliqué work.Layered cutting machine.2 block printing tables.Equipped to handle Shibori, Marbling, Clamp-Dyeing, Pigment & Discharge Printing.Finishing is done with steam & Vacuum Ironing.
40 Juki & Brother sewing machines.Layered cutting machine.Finishing is done with steam & Vacuum Ironing.
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Sadhna This Year
2018/19 started with some anxiety due to poor order position as regards the B2B orders from Fabindia, our largest customer accounting for a major chunk of production. Tribes India Orders came to fill the void and Sadhna has been able to deliver the orders raised to all the Regional offices of Tribes India. Hardwork of the team and artisans made Sadhna cross the Rs. 4.00 crore turnover and closed at a total sales of Rs. 4,03,22,716.
An exercise to boost the designs and to develop collections for Sadhna following the season matrix and take on the production of Sadhna during lean months has been initiated which has resulted in regular work to artisans with improved payments.
New Design Development and enrolling of new personnels in Design and Business Development area and work on Sadhna Version 2.0 has been initiated. New Premium Range Collection called RAAB is also being launched .
The main success this year was that Sadhna was able to cater to small sized order quantities and match the production quantity. Steps to take Sadhna from a Producer Group to a formidable brand in Apparel and Crafts sector has been initiated.
Overview
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Artisans constitute the heart of Sadhna. Periodic mobilization and capacity building of the artisans help not only in sustaining and motivating of the women but also in enhancing their skills and productivity. This year 2018-19, 46 new registrations were done and 82 registered artisans dropped out. Consequently, the count this year stands at 672. Sadhna presently has around 105 Tribal artisan and 567 members from other
castes. On the other hand this year Sadhna enrolled 75 training artisans, around 10 members in stitching and 65 members in Handwork till date. Measures to enroll more tribal artisans is on and mobilization meetings held in Nathuwas and Barwa villages in Rajsamand district which can be catered by Delwara Centre. The age demographic of the artisans group is as below. New trainings to enroll more young artisans to be taken on.
Artisan Members
Particulars in Artisans Age No. of Artisans
Less than 25years 48
Age group 26-36 yrs 279
Age group 37-47 yrs 205
Above 48 yrs 140
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Two new artisans groups were formed-Handwork group located at Badgaon village in Udaipur with the Jain community which participated in the Ustaad Training conducted last year and another in Savina. Stitching group, after collaboration with ICICI, RSETI (Rural Self Employment Training Institute) in Bhinder, is working fine and now around 20 women are doing stitching.New trainees are coming to the Udaipur centre but Delwara Centre needs to be strengthened
Artisans were sent to NID campus for 5-days workshop to learn & explore the outer world work.A 7-days workshop on Tenure Block Printing in collaboration with Rangotri was organized at Jaipur, and was attended by 3 Artisan with their Supervisor Incharge.
Artisan Training
Sadhna has been regularly having MCM (Management Committee Meetings) with the group leaders.Some major issues as regards the members doing similar work of other organizations had come up which was discussed in the meeting and one Group Leader was asked to step
down for a period of six months when it was pointed out that she also was doing work. Meetings within the groups were held at the field level to understand the issues of the artisans and they were made to understand that Sadhna does not pay less. The mechanism of payment in Sadhna is broken up into different parts; PF and ESI and Incentives and Bonus but in the end everything comes to the artisan. The various Sub-committees meetings were held regularly to discuss issues pertaining to Costing, Social issues and Exhibitions.
Meetings
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PF contribution of Sadhna is Rs. 14,00,766. Due to this, artisans of Sadhna were benefitted by PF office.Sadhna in conjunction with Apparel Training & Design Centre, Udaipur, has entered into an EOI for providing Apparel Artisans to have training followed by “Assessment & Certification” to be carried out for our workforce under “Recognition of Prior Learning” initiative of the Ministry of Skill Development & Entrepreneurship, Government Of India. HNSA under their Project ‘Towards Ethical and Sustainable Supply Chains in South Asia’ did a survey of the Sadhna artisans and had a questionnaire prepared which led to an Impact study on Sadhna Under the Aegis of their Project. HNSA provided a sum of USD $4,285 into our FCRA account for the a range of activities.Eye camp was organized for all artisans at the field level in five locations with the help of Alakh Nayan who also provided free eye cataract or glocoma operation to artisans with that problem.Health awareness camp was organized in Bedwas through Jagran Sansthan to provide discussions on Female health and hygiene. To encourage the artisans stay in clean environment a karseva with the help of Seva mandir is being organized.
Social SecurityVisit by Homenet south Asia team for Exploring-Good Practises For Brands working with Homebased workers was done by Navya d’Souza and Sonakshi. Their Report “The Dressmakers of Delwara” is shared as a Blog on our website.Career fair was organized for the Children of the artisans at Seva Mandir Mehtaab Sadan on 06-Jun’18 to show the path-way & enclose the direction of their career. A Cancer Awareness Camp was organized by Sadhna on 17-Aug’18 with the specialist Dr.Manoj Vadhwani.Arranged a Live Session on Power of positive Parenting on 16-oct’18 by the speaker Dheeraj Arora at Arunodaya, Udaipur. Picnic was arranged with 428 women to Mt.Abu & Amba Ji (outskirts of Udaipur) on 4th Aug and a total of 7 buses , 2 from delwara , 1 from Shishwee/Modi and 4 from Udaipur were organised.Organized to watch an Inspirational Movie Sui Dhaaga, Sadhna was promoted by the leading Actor Varun Dhawan showing his love for Fair trade by buying Sadhna products through online store for his dear ones.Garba/Dandiya function has been organized for all of the employees at Arunodaya, Udaipur and at Delwara.
Other Activities
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Paras
My name is Paras and I am 46 years old. I got married in 1987 and after 10 years I gave birth to a boy. In year 2004 my husband left us and got married to some other lady. My son was in 2nd class in school so I had to work and earn so I joined Sadhna.
While the court case against my husband . and still on struggle for 15 years to provide my son a proper education. Today he is graduate in science.
Sadhna gave me a lot of different kind of exposure and upgraded my skills set. Even gave training to other women in different villages. Today I am working in Sadhna as a trainer in stitching department.I have constant health related issues and due to financial problem I was unable to get it treated but with the ESI scheme in sadhna it has helped me in getting proper treatment and consult proper doctor.Since last 15 years I am working with sadhna which has helped me in overcoming all the small and big obstacles in life.
Thanks Sadhna!
Sadhna’s Stories of Success
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Sumitra
My name is Sumitra and I am 37 years old. I belong from poor family. My parents are farmer. We are 4 siblings. We went to government school for education. I had to leave my studies even before completion of school because of financial issues. I used to help my mother in household work while my brother worked in a factory for some money.
On one unfortunate day my brother met with an accident where acid was splashed on his body and face leading to his loosing his vision. For his treatment we had to take loan from others and got his eyes operated . Our financial status was so bad that we had to wear rejected clothes of other people.
They soon got me married without even my studies getting complete. My husband was an alcoholic. I had 2 mother in law and I was tortured everyday. And I had no independence there.
A couple of years later I gave birth to a baby boy . I thought life would change now but………
Stories of Success
Even if the boy was sick my family won’t help me in pay hospital bill. I had to take the help of neighbours to getting treated.
After few years I gave birth a baby girl, But the condition and the behaviour of the family was same. Then I came to know about Sadhna and their work. I joined them even after resistance for my family.
Now I take care of my family, children education and health. I manage all the household expenses and I had to never look back again.
Thanks Sadhna!
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A new initiation to revamp Sadhna Design front and increase its capability has been initiated to focus more on the Sampling with focus on current market trends and colour palettes. Inviting new designers to take on initiative work for Sadhna Version 2.0 has begun. A design sub-committee under the guidance of the Board has been constituted to help the design development for Sadhna so that it can achieve a formidable position in the garment and craft sector.
We plan to introduce RAAB to redefine Sadhna’s premium range of garments. Top designers with rich experience in Indian craft are being involved in conceptualization and bring about newness in design to cater to the millennial generation who believe in sustainable clothing and support conscious brands like Sadhna.
A Sample Swatch Library has been initiated so that once with the lookbook one can get orders converted even for Jobwork and have the costings worked out.
Further, we plan to have a small set of artisans trained in new techniques namely danka, mukaish, etc.
Sampling & Business Development
The Monthly Performance Incentive Schemes for artisans implemented last year has worked wonders and we find that there is increased output on a regular basis in the A groups and more groups are taking the benefit of 12% performance incentive. This year 55 groups have become eligible and benefitted with the higher performance incentive against 77 groups last year as the Fabindia orders have dipped but value-wise Rs 462,264 was distributed against Rs 4.88 lakhs last year . Standard operating procedures and also usage of MIS reports as generated from software for regular monitoring have proved highly successful.
The total production made during the year is around 67,507 pieces of which 43,449 pieces were of garments. Stitching artisans initiated at Bhinder has done a total production of around 1,016 pieces while the training at Arunodaya artisans have produced around 4,537 pieces . This has helped in bring-down the outsourcings pieces to about 3,900 pieces i.e. 9% of garment output against 5,087 pieces last year.
Production
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New initiatives and techniques have been followed in the production unit to ensure smooth and timely delivery of orders:
Identification of new supplier and new fabric on which Sadhna can work on.The concept of targets being set to each department and also for individual group leaders has resulted in healthy competition thereby increasing the benchmarks at some level as well as help in timely delivery.Katran orders valued at Rs 11,80,290 were raised during the year which is upcycling .Successful implementation of the Quality checking procedure involving in-line, mid-line & final QC for not just big buyer but also for Sadhna goods.
Production Units and Sales2018/19 Quantity Value (INR) Average
Fab India 6,434 5,072,988 788
Exports 7,371 7,132,912 968
Sadhna 19,755 24,029,611 1216
Trifed 20,628 17,446,917 846
Others 13,319 485,590 36
Total 67,507 54,168,018 802
There was a total production of
66,161 pieces at an MRP value of
₹54,168,018
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The total sales revenue for the year ended Mar 2019 is Rs. 40,330,930 as compared to last year which was Rs 38,606,329. In the B2B Sector , Tribes India this year has overtaken
Sales & Marketing
Sales Accounts: Group Summary - 01/04/18 to 31/03/19
Party-Wise 2018/19 (INR) 2017/18 (INR)
Fab India 5,403,033 14,498,004
Tribes India 15,282,300 4,702,997
Mata Traders 6,364,336 6,949,679
Others 2,533,800 2,283,938
Sadhna Showroom 6,966,733 7,298,596
Sadhna Exhibition 3,784,235 2,873,114
Total 40,330,930 38,606,329
₹40,330,930Total sales revenue for 2018/19.
Orders by %Tribes India 38%Fab India 14%Mata Traders 16%Others 6%Sadhna Showroom 17%Sadhna Exhibition 9%
Fabindia and contributed 38% of total sales till date. There has been a major decline in the Fabindia Orders and the dispatches in the current year stands at 14% of the total sales.
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Sadhna has been taking efforts to increase its buyer base both in national and international markets. Sadhna has also been able to tap a new potential domestic buyer Reliance Ajio (Vogue ventures Ltd) who purchased products for its online store. The goods have been purchased on consignment with an initial advance payment of 30%. Other Small Buyers of Sadhna products have been Intas pharmaceuticals, Centre for Development economics, who have been ordering folders and Jholas for promoting sustainable organizations. Sangraha - The design studio has also loved Sadhna Garment designs.
The Sadhna B2B sales for the year ended March 19 stands at Rs 2,95,83,468.Sadhna has been taking efforts to improve its quality and ensure timely supply of goods which is an important key factor of not only export but also domestic market. The major contribution in export orders is mainly due to the contribution of Mata Trader who have been proportionately increasing orders over the years. Apart from these small buyers like Barbara – Tallyho, Lazy Lizard, Bandhoos, Hands of Empowerment, Spectus -Shio, etc have also contributed in their own way. The total export sale for the year is Rs 72,07,470.
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A store environment with attractive display helps in improving the visibility and creates an impact on the visitors/customers. Efforts also have been taken to improve the showroom sales by conducting in house exhibitions
Showroom Sales
Sales Accounts: B2C Sales
Particular 2018/19 (INR) 2017/18 (INR)
Sadhna Label Sales 10,750,985.92 10,171,710.23
Exhibition Sales (Taxable) 3,784,252.64 2,873,114.49
Showroom (Taxable) 6,966,733.28 7,298,595.74
Delwara Shop Sales 631,666.47 528,704.68
Fatehpura Shop Sales 4,414,728.51 4,933,613.86
Jagdish Chowk Shop Sales 1,852,112.00 1,836,277.20
Sadhna Online Shop Sales 68,226.30 -
and also by taking feedback from the customers about the new collections.
The total B2C sales of Sadhna retail as compared to previous years is as below:
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Updating of Retail customers database and use of Technology. All Retail customers were informed by new online software which had the option of Bulk Direct SMS facility, wherein customers were sent personalized messages. Promotion was also done on social media, etc.To boost the topline, it was decided to put other artisans/category products on consignment basis in the showroom besides the Tribes India products. We have tied up Vanvasi kalyan Parishad having tribal artisans making Boardgames and accessory products which have done quite well. Another category with which Sadhna is working is kidswear and is putting products of handloom ikkat pieces of TOTA Season wise changes in displays and presentation of right designs and colors have also been adoptedConsider Shop have been in interactions with Kilol, Taj khazana, Ajio. We are doing social media promotion of Sadhna on Facebook and Instagram, and upload products on online store as well as amazon. Cloud-computing of the Waves software to manage the barcoding of products have been put in place which has made the management of stock much smooth and reduced the stock differences.
New B2C InitiativesBusiness Development head, Ms. Kanika Sanghi has been recruited to help and guide the team into Visual merchandising and branding and corporate identity design for Sadhna. Have taken a lot of initiative to dispose off the old stock by clearly marking them and trying to dispose the same off in local colleges during their cultural shows, participation in Dastkar bazaar. We have also added a trunk to store the rejected and torn pieces so that the same can be disposed off at the discount regularly.
Sadhna invests towards branding and sales promotion by advertisements in local magazines and newspapers. Advertisements of our retail outlets have been given in magazines like GO UDAIPUR. This helps us to attract lot of tourists and help them to reach out to Sadhna showroom. Emphasis have been made on promoting the Heritage and Handicraft Walk in Delwara so that the Tourist would understand the artisan life in more detail. Sadhna is now introducing Block printing workshops as a part of the walk to induce Tourists and make it into a Delwara Hadicraft Experience.
Marketing & Sales Promotion
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New designers have shown keen interest in working with Sadhna and to enhance the skills of our artisans. NIFT:USTAAD workshop was done in Delwara with Muslim Artisans and they have come up with new products namely cushion covers and Jholas Bavneet Bhogal, an intern from NIFT, developed a new collection of Bags in fusion with faux leather which have been put up on our online store. Sadhna has also come up with summer men’s shirt in Block-printing and have done the photoshoot for the same and put up on social media on Instagram posts.
Sadhna has had students from various Design schools who have agreed to volunteer at Sadhna during their summer. 4 Interns from MPUAST did internship in marketing and worked on visual merchandising for Sadhna and helped in Showroom display and notice board display.
Design WorkshopsSadhna received a tax refund of Rs 1,144,200 for the previous years which was pending for quite some time. Another achievement was that Sadhna under the MEIS (Merchandise Exports from India Scheme) received the Import license which was disposed of for Rs 230,764. Duty Drawback to of Rs 3.56 lakhs is due from the Department for Exports. Sadhna disposed of old stitching Machines totalling Rs 36,900 to its artisans. Further, an old vehicle was disposed of for Rs 82,000.
Accounts & Admin
Waves Software being used for Inventory and Stores Management has shifted to Cloud Computing so as to have real-time report for all the outletsEmail ids issued for all staff members and training given for its usage.Whatsapp group created for Group leaders, Social Team and Instructors for sharing of informationNew developments for Leave management and Vehicle usage developed by our IT consultantSimilar application for Dispatch and Security in process of DevelopmentTraining of teams on tools organized on a regular basisCCTV installed at Delwara to monitor the security .
New IT Initiatives
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Design WorkshopsSadhna did a classroom project with 9 Students of NID ,Gandhinagar whose collection was showcased as a Fashion show on the NID campus Sadhna CEO participated in the Homenet South Asia meeting in Katmandu in November’18 and was a part of the Panel discussion on Social Enterprise.Sadhna was also shortlisted for documentary on Eco India show by DW titled “Empowering women in Rural india”.Ms. Kanika Sanghi, Bus. Dev Head, Sadhna attended Sustainable Fashion Day, Lakme Fashion Week in January’19 and met Gautam Wazirani (Curator of Sustainable Day). He took interest in the story of Sadhna and eventually sent his associate to Udaipur to meet us and consider the possibility of showcasing us in the coming year. Sadhna was a finalist in the UCCI- Excellence Award 2019 under the Manufacturing –Micro enterprise and was awarded the Presidents Appreciation Certificate.Students from FIT-NYC participated in the handicraft Walk and visited the Tribal Village and understand the Production cycle.Sadhna had various international Visitors from National geographic
Other ActivitiesExpeditions and also celebrities like MD & CEO of Axis bank, Ms. Shikha Sharma.Kusum Sharma and Kaushalya Vaishnav attended a workshop on “Making Women collectives Sustainable “ organized by Vikas Anvesh foundation an initiative of Tata Trust.
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Annual General MeetingsThe Sadhna Annual General Meeting (AGM) was held on the 30/06/2018 and was attended by the Sadhna board members, artisans, employees and various guests, including special guest Shilpa Sharma from Jaypore.
During the AGM, artisan group Delwara 1.A were awarded with Rs 1 lakh due to their achievements and hard work during the year.
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Sadhna The Way Forward
We need to cover the gap between value offered by Sadhna and the value expected by its customers through:
Re-envisioned Customer Target: Assuming that the same customers continue to buy what you sell can be a big mistake. We need to take the time to research our customer base so we know who’s buying, and why.Refocused Product Line: As discussed earlier, all our new designs are categorized well.New Look and PackagingMarketing (social media with great photo shoots, store VM, celebrity endorsements).Having consistency in product, its story and marketing on all platforms. Having dedicated production slots.
As a BrandIncreasing buyer base to reduce dependency on few.Increasing efficiency: The objective should be to achieve average per man hour, per machine output in terms of quality and quantityQuality and productivity improvement in the sector are of utmost importance for global competitiveness. Credible mechanisms for assessing levels of quality and productivity in segments of the supply chain as well as in individual enterprises are needed.It is necessary to ensure that the weaker sections who are dependant for their livelihood on Handloom and Handicraft do not experience distress. Measures for supporting the sector need to be augmented for attainment of this objective. It is also necessary to ensure that these rich crafts and traditions survive with higher wages as per capita income in the country rises. This would be possible only if the demand for these products at higher prices reflecting higher wages is nurtured, both in the domestic as well as the international market. This would need imaginative and sustained promotional efforts.
As a Supplier
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Sadhna Delwara Handicraft ExperienceWe have recently designed a workshop in our Delwara Production unit for conscious fashion lovers.
Under the guidance of our artisans, they can try their hands on Block printing, basic mending and advanced embroidery. This helps in gaining appreciation our skilled village craftspeople and also helps in increasing sale of Sadhna’s products.
Engaging with customers over tea , make our artisans feel proud of their skills as well so its a two way positive experience.
If the customers opt for it, there is a tour through the village of Delwara. This is done through collaboration with ‘Delwara Heritage and Community Walk’.
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Seema ShahCEO
I would like to take this opportunity to thank the team of artisans and staff associated with Sadhna whose relentless efforts have ensured that only Quality Products reach the customers with their signature handcrafted designs. Quality has been the moto and we work towards a Continuous Improvement process to enable each of our members to confidentally say that it is a Sadhna Product . We will strive to reach greater heights with the launch of our premium Brand -RAAB and be a Brand which is identified by its artisans and its designs.
Sadhna Team Views
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Geeta PatilCreative Head
As the Creative Head for Sadhna, I am using design as a catalyst for change and growth. Focusing on product design, communications, and brand building, this year we have sought to bring newness with a contemporary approach, applied through two major categories:
RAAB, a new premium sub-brand for Sadhna that embodies timeless, classic, and beautifully handcrafted clothing using the existing skills of the artisans. Designing the apparel to branding, packaging, look-books and social media strategy have been formulated to create a strong brand identity. We will introduce two collections every year with the first collection due to launch on Jaypore website soon.
With Sadhna’s potential, it is time to create a new identity through design to empower its core philosophy. A strong creative process was devised through the following approaches; Creating focused design briefs for each collection; Keeping Sadhna’s identity of craft techniques, yet creating contemporary designs; Introducing new fabrics, embroideries,
Team Views
and more; Look-books for social media and the website; Creating a social media strategy to focus on increasing Sadhna’s presence to generate loyal customers; Ensuring identical creative/visual language on the website, social media and VM at the stores. A capsule festive collection was designed to be launched in October 2019. S/S 2020 collection is ready for production. Coming year will see new range in home furnishings. We will also create a design studio and a design library with meticulous documentation.
The year has brought many challenges, but hard work and perseverance have enabled us to move forward. Going ahead, this is an exciting time for Sadhna and I am proud to be a part of.
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Kanika SanghiBusiness Development Head
Last year, Sadhna’s vision for working for artisans and mission of achieving a Rs. 5 crore turnover, has guided us to expand our product base, introduce premium label and join hands with various retail channels.
Coming Year, We will:-Leverage the ‘handmade tag’: This shall get us higher product valuations. Additionally, it stands for care, durability and a commitment to the environment. The market for such products is definitely on the upward curve because of increasing environmental awareness. E-Retail Partners: The markets are expanding with organized retail and proliferation of e-commerce in Teir-2 cities through online portals. And this year we are prepared to capture this and have already taken various steps to sell our products through Ajio, Jaypore, Amazon, India Post Online and Tata Cliq Luxury. New Buyer Development: Sadhna values its channel partners like Tribes India and Fabindia. At the same time, it is a volatile market and we need a wider buyer base. We have already
Team Views
opened new channels like Kilol, and working with many more. Coming year we want to increase our stockists base as it’s the easiest way for exposure in Tier-1 cities As a business development person, I think that the time is right, just a little bit of pro-activeness can help the brand grow many-folds.
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Riya ChakravartiSocial Manager
“Success is no accident. It is hard work, perseverance, learning, studying, sacrifice and most of all, LOVE of what you are doing.” - Pele
When it comes to life and success story of the most valuable assets Sadhna posses i.e. our artisans, the saying comes true by all means.Growing from a 15 artisans to more than 700 artisan in such a short span, shows that we as organisation are well aware of how to take care of our people and get result.
We have artisans from various caste, religion, community, background and all unanimously working towards the same result. For some it has been easy journey to be a working women while for others, had to struggle to break the social barrier to be the same.
The desire to learn, succeed and to achieve more than what otherwise was only destined had not only made us empowered but also make a name for themselves in so called “male dominant society”.This is what we are, This is how we are. YES WE ARE SADHNA!!!
Team Views
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Garima MehtaMarketing Head
Sadhna’s Marketing Team strategised to cater the specific group of customers – educating them as to who the company is , what it stands for, what its mission is , and what we can do for them. We feel that if we want to grow our business the right way and with a ton of momentum, then marketing and business development need to be focused on the same goal – working together to attract the right clients , clients who will truly benefit from our services.
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Team ViewsShubhangi Singh Rathore Production Lead
This year marks the completion of half a decade of my association with Sadhna. I have been managing the production department and have witnessed this facility grow and get better ever since. The most magnificent fact which makes us standout is that we are closely connected to our roots in terms of both people and processes. I strongly support the idea of getting into system, the right technology to support, uplift & empower the creative contemplation for design and traditional techniques of manufacturing in order to support the key stakeholders and resolve the bottlenecks.
My mantra for myself & my team would be ‘Stay connected, Stay updated, Stay rooted!’
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Sadhna Financial ReportBalance Sheet as on March 31 2019 2019 (Lakhs - INR) 2018 (Lakhs - INR)
Sources of Funds
Capital Fund 134 133
Reserve & Surplus 199 191
Grant Capital Fund 61 67
Long Term Unsecured Loan 35 12
Total 429 403
Application of Funds
Net Fixed Assets 175 186
Investments 163 165
Net Current Assets 91 51
Total 429 403
Income and Expenditure Account for the Year Ending on March 31 2019
2019 (Lakhs - INR) 2018 (Lakhs - INR)
Income
Sales 403.22 387.22
Interest & Other Income 18.87 17.34
Grant Fund Utilized 0.51 11.08
Increase/(Decrease) in Stock 23.35 10.36
Total 445.95 426.00
Expenditure
Raw Material Consumption 138.70 120.11
Direct Manufacturing & Other Expenses 211.87 207.98
Administrative & Other Expenses A/c 52.46 41.05
Project & Grant Expenses Account 0.51 11.08
Marketing & Selling Expenses 23.43 25.88
Total 426.97 406.10
Profit Before Depreciation & Taxation 18.98 19.90
Less Depreciation 5.71 6.17
Profit after Depreciation 13.27 13.73
Less Provision for Taxation 4.14 4.24
Less Provision for Last Year Taxation 0.00
Less Transferred to Capital Fund 10 % 0.91 0.95
Net Profit 8.22 8.54
All amounts in Indian Rupees. Previous years figures regrouped and rearranged to correspond with the current year figures. Chief functionary: Ms Seema Shah. Address: C/o Seva Mandir, Old Fatehpura, Udaipur, Rajasthan. +91 294 245 4655. [email protected] by M/s S.D. Baya & Co., Bapu Bazaar, Udaipur, Rajasthan. +91 294 241 9619.
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Sadhna Board MembersName Details Role
Mr. R.S. Rekhi Operating partner-India Nivesh Growth Chairperson
Ms. Seema Shah Chief Executive, Sadhna, Udaipur Member Secretary
Ms. Leela Vijayvergia Founder , Sadhna- Udaipur Trustee
Ms. Kamayani Jalan Member, Crafts Council, New Delhi Trustee
Ms.Moti Yadav Artisan, Sadhna, Udaipur Trustee
Ms.Chanchal Yadav Artisan, Sadhna, Udaipur Trustee
Ms.Rajeshwari Srinivasan Taneira Sarees, TATA group Trustee
Mr. Ronak Shah Chief Executive, Seva Mandir Trustee
Ms. Roopa Mehta Executive Director, SASHA, Kolkata Trustee
Mr. Sanjiv Jain Chief Financial Advisor, Seva Mandir Financial Advisor
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Sadhna Group LeadersLocation
AdakiyaAdminAmbaogarh BagundaraBedwasBhil Basti - 2014Bhinder S.G.Bhinder 1Bhinder 2BhuwanaBlock printingChamanpuraDelwada-1ADelwada-1BDelwada-2ADelwada-2BDelwada-3ADelwada-7Delwara-3BDelwara-4ADelwara-4BFatehnagar GodwaH Q .1H.Q. 3H.Q. 4H.Q. Sampling
SangeetaChoti YadavJarinaLalita Jayshree Pushpa GametiKailash PrajapatAnita YadavSeema YadavLalita BapnaKanchanSapna YadavLeelawati YadavMaya Yadav Lalita YadavChanchal Devi YadavBhagyawanti Sangeeta LoharAfsana Banu Nafisa Rup KunwarLaxmi YadavPushpaUsha MochiManju KharolKrishna SharmaGeetanjali
Name Location Khanjipeer 1Kharol Colony 1KunwariyaMadar 1Manoharpura 1Manoharpura 2ModiPress Group Pula K.B. 1Pula K.B. 2Ratakhet 1Ratakhet 2Ratakhet 3Ratakhet 4Shishwee 2Shishwee 3TasolTukdi GroupRamaRayaMadar 2Madar 3
Husna BegamAnita KharolSunita YadavRadha Bai Arti shah Laxmi SumitraRadhikaNirmala Vandana Kunwar UrmilaPreeti YadavMoti Reenu YashodaDropati baiPushpaMadhu MaliMamtaPavitraSaziaRaju
Name
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Sadhna List of SupportersAmazon.inAnkita Singhvi USA -BandhoosAraddhya MehttaAttitude Events Private LimitedAxis Bank, MumbaiAyaans CreationsBarbara Van Leyen- Tally HOCraft Council Of India,New DelhiCentre for development economicsCraftrootsDastkar, New DelhiDastkari Haat Samiti,New DelhiDCH,UdaipurDelhi School Of EconomicsDelwara Heritage WalkDezires, BangaloreExim bankFab India,New DelhiFair trade Forum-India,New DelhiHands of Empowerment, USAHomenet South AsiaICICI BankICICI RSETIIIM,UdaipurIntas Pharmaceuticals Ltd.Jatan SansthanKarigar Weaves, New DelhiKausheyam, HyderabadLast Forest Enterprises,NilgrisLate Shri.Jagat Singh MehtaLazy Lizard,SpainMata traders USAMice IdeasMoksha Handicrafts Pvt. Ltd.Mr. Ajay Mehta Ms. Marla Kargal, USA
Ms. Monika Chaturvedi , USAMs. NanditharamMs. Nisha Panchal, ChelmfordMr. Pravir Krishna ,MD TrifedMyroots.Desi, BangaloreNabardNIFT, DelhiPawan LadkaniPlan India , New DelhiPoonam Khatan (Sangrah - The Design Studio)Primasource Products & Services Pvt. Ltd.Reliance AjioRiddhi Farms, ChennaiRO Trifed BangaloreRO Trifed BhopalRO Trifed ChandigarhRO Trifed DelhiRO Trifed GuwahatiRO Trifed KochiRO Trifed MumbaiRO Trifed JaipurSaffron DreamsSasha Association For Craft ProducersSeek , Carol MiltimoreSeva Mandir, UdaipurSpectus KK Shio-JapanSolumbraState Bank Of bikaner & JaipurTitan Co.Pvt Ltd.Tulsi Bhatiya , Heritage Girl’s schoolUCCI, UdaipurUnion Bank Of India, udaipurVidhya Bhawan Society, UdaipurVogue Vestures Pvt. Ltd.World Fair Trade Organisation
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