Design AuditIdentify opportunity areas for design interventionTo gain holistic understanding of business and the intertwining of départements andcomponentsDesign Audit helps the company gain a competitive advantage through earlyidentification of opportunity areasLeading to overall improvement of its product/s and business as a whole.It helps maximize standardization across the product range and thereby achieve costreduction.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 themanagement develop holistic business strategy for its progress.
MethodologyIdentify appropriate industry / business to be studied for the course.Visited the identified industry to collect and document information, covering all aspects of theproduct/s, processes and businesses a whole.The following methods may be used for information collection and its documentation. Observation Questionnaire and discussion Follow the user Experience the product Photo documentation Video documentationCreated a detailed report highlighting the opportunity areas for design intervention.
SEWASEWA is a trade union registered in 1972.It is an organization of poor, self-employed women workers. These are women who earn aliving through their own labor or small businesses.SEWA’s main goals are to organize women workers for full employment & self-reliance. Fullemployment means employment whereby workers obtain work security, income security, foodsecurity 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, waterand sanitation? SEWA have devised a simple process to define the vision,Will it provide better housing? turn it into concrete action, and then to regularlyWill it provide more food and better nutrition? evaluate it.Will it unite and strengthen the community?And will the leadership emerge from within the localcommunity, from among the very people whose lives itaffects?
Sister OrganizationsShree Mahila Sewa Sahakari Bank Ltd. Sewa Sanskarkendrawww.sewabank.com www.sewasanskarkendra.orgSEWA Academy Video SEWAwww.sewaacademy.org www.videosewa.orgGujarat State Womens Sewa Co operative Federation Ltd. Shri Mahila SEWA Anasooya Trustwww.sewafed.org www.anasooya.orgSEWA Insurance Sewa Eco Tourismwww.sewainsurance.org www.sewaecotourism.orgGujarat Mahila Housing SEWA Trust Hansibawww.sewahousing.org www.sewatfc.orgSewa Trade facilitation Centre Sewa Kalakrutiwww.sewatfc.org www.sewakalakruti.orgSewa Gram Mahila Haat Saundrya Safai Mandaliwww.sewamart.com www.sewa-cleaning-coop.orgSEWA Research SEWA Bharatwww.sewaresearch.org www.sewabharat.orgSewa Manager ni School Homenet South Asiawww.sewamanagernischool.org www.homenetsouthasia.orgSEWA ICT Sewa Nirmanwww.sewaict.org SEWA Nirman
SEWA TradeFacilitation CentreThe SEWA Trade Facilitation Centre (STFC) represents a unique and innovative movement wheremarginalized artisans themselves are the producers, owners, shareholders and managers of their owncompany.The goal of the STFC is to ensure that rural craftswomen in the informal sector have socio-economicsecurity and full employment by building a grassroots’ business enterprise of the artisans.
PhilosophyBelieves that by closing the distance between producers and consumers, bymeeting local needs with local skills, one strengthens the economy, onestrengthens the community, and one lays the foundation for a society that is fairand equitable because it is accountable at every level. the distance between producers and consumers Producers Consumers meeting local needs with local skills
SEWA TFC(Key stake holders) Facilitators Share Holders Artisans (Women) At SEWA Campus From different parts of Gujarat From Chairman to the housekeeping Remuneration - Paid according to work, per day or per piece Remuneration - On salary Buyers Retail buyers (from Hansiba Store) Corporate or other NGOs from (Job work) e.g. Fab India
Key Insight from interview(Self Brief) My husband sends me here to Share Holders work because he feel it is a safe place for me to work (Women) Artisans From different parts of Gujarat Shows these women are day or Paidpiece to Remuneration - work, per the per according main stake holder in the organization and there benefits cannot be ignored at any cost All the strategies should be build around these artisans
Ideal Scenario Share Holders Artisans (Women) Should get the maximum benefit Buyers Retail buyers Should get value for money Facilitators At SEWA Campus Create ideal scenario for the above
DEPARTMENTSProduct Division Store & ProductionDesign Purchase ProductionSampling Store Sampling unit PurchaseSales & Marketing Accounts Admin HRSales & Marketing Trade Front officeMerchandiser Projects Maintenance & Vastralaya house keeping
Design unitObservation Chart 1Designer 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 2Finished products and the raw material canbe organized betterSwatches for the designer to see the stockHuge time gap for sourcing the material todo sampling & productionThere are so many old fabric lying in thestore which can be used to make innovativeto make small productsTime loss in procurement of raw material
EmbroideryObservation – Chart 3It take the maximum time in the development of the whole garmentSometimes designers faces a lot of problem in explaining design to theartisans.
Pattern Making & CuttingObservation – Chart 4 Patterns lying in a very unorganized way creates Generally people confusions work in a group of two for cutting * Pattern making area is too small to fit in so many people
StitchingObservation – Chart 5Only one line in-charge for both Hansiba products and jobwork 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
FinishingObservation – 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 valueThe customer feedback shows that they are really happy with the product quality.But they perceive price little high for the productPrice 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 theincrease 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 competitorsPerceived value matches the brand because of priceProper stock managementClarity of brand positioningPromotion is well thought off
Marketing CollateralsPostersFor colleges and hotelsNo detail of apparel products onthe postersDoes not give justice to theproduct range of the storeDesign quality of the poster doesnot go with the brand
Product FolderOpportunitiesContent of the folder is fineProduct photography need tobe improved and should bemore realistic
Proposal 1PricingPricing strategy needs to be worked so that the sales person feels confidentwhile 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 thecosting of the productsApprox implementation time4 to 6 months
Proposal 2Marketing StrategyThis will provide vision to the for the next 5 years. Marketing tools likewebsite, posters and print catalogue needs immediate attention to clear thebrand positioning among the users.Impact – Long TermImmediate impact can be seen on sales as visibility of the product will bebetter and positioning will be clear as what is the brand USP.Approx implementation time3 to 4 months
Proposal 3Optimum space utilization at SEWA CampusVery much required to increase the efficiency of people within thecampus. This can be by shuffling few key work areas.Impact :Impact can be seen immediately in term of time taken whileproduction. Store planning will create options for designer andproduction to search for the availability in a much more easier way.Approx implementation time4 to 5 for planning the space
Proposal 4Brand HANSIBA websiteSeparate website for Hansiba Brand can give different positioning to its offering as itwill not only talk about empowering women story but also it can introduce its productas 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 networkingApprox implementation time3 to 4 months in developing a website.
Thank You Team Of Auditors Ankur Anvika Subhash Vaibhav
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