Design Audit

SEWATrade Facilitation Centre

Ankur | Anvika | Subhash | Vaibhav

GuideShashank Mehta

Identify opportunity areas for design intervention

To gain holistic understanding of business and the intertwining of départements and components

Design Audit helps the company gain a competitive advantage through early identification of opportunity areas

Leading to overall improvement of its product/s and business as a whole.

It helps maximize standardization across the product range and thereby achieve cost reduction.

The design audit helps update the product to reflect changing customer needs, technological advancements and market competitions.

A comprehensive design audit brings out all the inconsistencies, so as to help the management develop holistic business strategy for its progress.

Design Audit

Identify appropriate industry / business to be studied for the course.

Visited the identified industry to collect and document information, covering all aspects of the product/s, processes and businesses a whole.

The following methods may be used for information collection and its documentation.ObservationQuestionnaire and discussionFollow the userExperience the productPhoto documentationVideo documentation

Created a detailed report highlighting the opportunity areas for design intervention.

Methodology

SEWASEWA is a trade union registered in 1972.

It is an organization of poor, self-employed women workers. These are women who earn a living through their own labor or small businesses.

SEWA’s main goals are to organize women workers for full employment & self-reliance. Full employment means employment whereby workers obtain work security, income security, food security and social security (at least health care, child care and shelter).

Created a detailed report highlighting the opportunity areas for design intervention.

ten questionsWill this action increase employment?

Will it increase income?

Will it increase ownership of assets?

Will it make the individual and the collective more self-reliant?

Will there be greater access to healthcare, childcare, water and sanitation?

Will it provide better housing?

Will it provide more food and better nutrition?

Will it unite and strengthen the community?

And will the leadership emerge from within the local community, from among the very people whose lives it affects?

SEWA have devised a simple process to define the vision, turn it into concrete action, and then to regularly evaluate it.

Sister Organizations Shree Mahila Sewa Sahakari Bank Ltd.www.sewabank.comSEWA Academywww.sewaacademy.orgGujarat State Women's Sewa Co operative Federation Ltd.www.sewafed.orgSEWA Insurancewww.sewainsurance.orgGujarat Mahila Housing SEWA Trustwww.sewahousing.orgSewa Trade facilitation Centrewww.sewatfc.orgSewa Gram Mahila Haatwww.sewamart.comSEWA Researchwww.sewaresearch.orgSewa Manager ni Schoolwww.sewamanagernischool.orgSEWA ICTwww.sewaict.org

Sewa Sanskarkendrawww.sewasanskarkendra.orgVideo SEWAwww.videosewa.orgShri Mahila SEWA Anasooya Trustwww.anasooya.orgSewa Eco Tourismwww.sewaecotourism.orgHansibawww.sewatfc.orgSewa Kalakrutiwww.sewakalakruti.orgSaundrya Safai Mandaliwww.sewa-cleaning-coop.orgSEWA Bharatwww.sewabharat.orgHomenet South Asiawww.homenetsouthasia.orgSewa NirmanSEWA Nirman

SEWA Campus

SEWA Trade Facilitation Centre

The SEWA Trade Facilitation Centre (STFC) represents a unique and innovative movement where marginalized artisans themselves are the producers, owners, shareholders and managers of their own company.

The goal of the STFC is to ensure that rural craftswomen in the informal sector have socio-economic security and full employment by building a grassroots’ business enterprise of the artisans.

PhilosophyBelieves that by closing the distance between producers and consumers, by meeting local needs with local skills, one strengthens the economy, one strengthens the community, and one lays the foundation for a society that is fair and equitable because it is accountable at every level.

Producers Consumers

the distance between producers and

consumers

meeting local needs with local skills

SEWA TFC(Key stake holders)

Share Holders

Artisans (Women)From different parts of Gujarat

Remuneration - Paid according to work, per day or per piece

BuyersRetail buyers (from Hansiba Store)

Corporate or other NGOs from (Job work) e.g. Fab India

Facilitators

At SEWA CampusFrom Chairman to the housekeeping

Remuneration - On salary

Share Holders

Artisans (Women)From different parts of Gujarat

Remuneration - Paid according to work, per day or per piece

My husband sends me here to work because he feel it is a safe place for me to work

Key Insight from interview (Self Brief)

All the strategies should be build around these artisans

Shows these women are the main stake holder in the organization and there benefits cannot be ignored at any cost

Share Holders Artisans (Women)Should get the maximum benefit

Ideal Scenario

Buyers Retail buyersShould get value for money

Facilitators At SEWA CampusCreate ideal scenario for the above

DEPARTMENTS

Store & PurchaseStorePurchase

ProductionProduction Sampling unit

Product DivisionDesignSampling

AccountsTrade ProjectsVastralaya

Sales & Marketing Sales & MarketingMerchandiser

Admin HRFront officeMaintenance & house keeping

Design unitObservation Chart 1

Designer work independently but time taken for sampling is a lotThere is a need of better coordination between designer and sourcing departmentSeparate dedicated team designers is needed for Hansiba to go as a brand.

Store & PurchaseSourcing of materialMaintain the stock

Observations - Chart 2

Finished products and the raw material can be organized better

Swatches for the designer to see the stock

Huge time gap for sourcing the material to do sampling & production

There are so many old fabric lying in the store which can be used to make innovative to make small products

Time loss in procurement of raw material

Embroidery Observation – Chart 3 It take the maximum time in the development of the whole garment

Sometimes designers faces a lot of problem in explaining design to the artisans.

Pattern Making & CuttingObservation – Chart 4

Generally people work in a group of two for cutting

Patterns lying in a very unorganized way creates confusions

* Pattern making area is too small to fit in so many people

Stitching Observation – Chart 5

Only one line in-charge for both Hansiba products and job work which increases the work pressure.

Quality CheckObservation – Chart 6

Too much pressure on the single person to do quality check

Table is too small for checking the garment

Her job demands great amount of focus.

No marking for faulty pieces

Finishing Observation – Chart 7

Resources are good but trained workers to handle machine are less

Finished products are kept there for a very long time for packaging

Store for retailHansiba

Hansiba stands for the ethno-modern style, a style so unique, that it is only matched by the richness of the traditional craft behind it.

Product Segment

Apparel Home furnishing Accessories

Pricing

`Pricing should be improved to increase the sale and to better the perceived value

The customer feedback shows that they are really happy with the product quality. But they perceive price little high for the product

Price is three times higher than the cost of the product.

Because of delay in the production fixed cost is too much and that leads to the increase in the price of the product

Competition

Fabindia is an Indian chain store retailing garments, furnishings, fabrics and ethnic products handmade by craftspeople across rural India.

For over 40 years, Anokhi’s ideals have been those of conservation and development, through the input of design, marketing and project funding. The Company is well known as an alternative role model for good business practices, and the ongoing revival of traditional textile skills.

The BANDHEJ Brand stands for well priced handcrafted fashion, offered in contemporary silhouettes with an Indian sensibility.

Insight from competitors

Perceived value matches the brand because of priceProper stock managementClarity of brand positioningPromotion is well thought off

Marketing Collaterals

PostersFor colleges and hotels

No detail of apparel products on the posters

Does not give justice to the product range of the store

Design quality of the poster does not go with the brand

Product FolderOpportunities

Content of the folder is fine

Product photography need to be improved and should be more realistic

Proposals

Proposal 1Pricing

Pricing strategy needs to be worked so that the sales person feels confident while selling the products.

Impact – Long termProfits of the companyStability in terms of price hikeWill help in reducing fixed cost as that will be addressed while doing the costing of the products

Approx implementation time 4 to 6 months

Proposal 2Marketing Strategy

This will provide vision to the for the next 5 years. Marketing tools like website, posters and print catalogue needs immediate attention to clear the brand positioning among the users.

Impact – Long TermImmediate impact can be seen on sales as visibility of the product will be better and positioning will be clear as what is the brand USP.

Approx implementation time 3 to 4 months

Proposal 3Optimum space utilization at SEWA Campus

Very much required to increase the efficiency of people within the campus. This can be by shuffling few key work areas.

Impact : Impact can be seen immediately in term of time taken while production. Store planning will create options for designer and production to search for the availability in a much more easier way.

Approx implementation time 4 to 5 for planning the space

Proposal 4Brand HANSIBA website

Separate website for Hansiba Brand can give different positioning to its offering as it will not only talk about empowering women story but also it can introduce its product as a designer product.

Impact : Perceive value of Hansiba will be improvedPeople can directly see the products onlineProduct offering will be more systematic to see on the websiteResults can be very fast by promoting the website through social networking

Approx implementation time 3 to 4 months in developing a website.

Ankur Anvika Subhash Vaibhav

TeamOf

Auditors

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