2. Indian creative industries communities trapped
• 200 million rural artisans (estimated) live
with income at under 2$ per day
• Large scale distress urban migration
– Loss of artisan heritage
– Overcrowding of urban areas leading to
scant opportunity
– Further depression of wages
• Artisan families not able to
– Own more of value chain
– Scale up production
• Caught in a “Malthusian Trap”
– Over-reliance on middle-men
– No connection to actual market needs
– Alienated from best practices & evolving
technology
3. Changing Markets, Changing Demographics
• Urban Indian growth at 7.5% +
• 320 million additional people to enter
the Indian consuming class by 2015
• The worlds fastest growing organized retail
market
• A new group of consumers emerging from
small town India who are rooted
in ethnicity yet aspire for modernity
• India has the worlds largest artisanal
producer population
• However Indian creative industries
manufacturing sector has just 2% global
market share
• The need of the hour is to build models
that move artisans up the value chain, so
their incomes increase substantially
4. Mother Earth can connect the dots
• Has retail presence in Home, Fashion, Food
and provides sustained business at fair wages
to producer groups it helps incubate
• Scaling up markets across India, using Future
Group’s retail network alongside own flagship
stores as well as building a strong export
business.
• Is incubating artisans owned production units
(BIGs- Business Interest Groups) supported
with common facility centers, access to working
capital and sustained markets
• Is technologically enabling BIGs to connect to
urban and global retail through market
information, training, design & quality inputs
• aggregation through apex bodies for producers
5. The Market- The Customer, The Brand
6 Mother Earth stores
2 Franchise stores
42 Shop in shops at Shoppers
Stop, Home Stop, Central, Home
Town
Wholesale and distribution within
India to E commerce sites such as
Flip Kart, Jabong, Myntra
Exports- TJX, Pier1
6. Production Through Artisan Owned Business Interest Groups
20 Business Interest Groups incubated
internally have supplied, 1 mil USD, 40%
of the purchase of ME in 11-12
Product wise Break Up
• Natural Fibres 8 BIGs
• Gift & Décor 4 BIGs
• Home Textiles 2 BIGs
• Apparel 2 BIGs
Support services provided to BIGs
Market Access
Modern Design
Financial Access
Improved Raw Material Supply
Improved Technology
Financial and Production Planning
Value Engineering
Improved process flow
7. The Equitable Supply Chain
Mother Earth Mother Earth
• Direct to Urban Consumers
• Marketing/PR
• Brand Development
• Feedback loop for new product design
• Supply Chain Management
• Artisan ownership in brand,10% @ par
Producer Companies
• The Producer Companies collates benefits for
Producer Company Producer Company BIGs clustered under them, state wise.
Karnataka- Tamil Nadu- • Ensuring Social Security and work benefits
Bangalore, Hubli Erode, Dharmapuri • 100% Producer owned
Business Interest Groups
BIG1 BIG 2 BIG 1 BIG 2
• 100% community owned groups organized as
SHGs/small enterprises
• Produce high quality products
• Are linked across-skills to create multi material
products
• 100% producer owned
8. Scaling Up the Equitable Supply Chain – Building on PPP
Producer companies to be formed with
Producer Companies in artisans under GOI cluster projects being
Rajasthan, implemented by Industree Foundation in
Uttar Pradesh
Bihar
8 states
West Bengal
Orissa Main GOI partner current is Ministry of
Andhra Pradesh Textiles- DC (Handicrafts)- Theme
Cluster &Mega Cluster schemes
Prospective
BIG 1 BIG 2 BIG 3 BIG 1 Ministry of Commerce- Production Parks
National Livelihoods Mission- Innovative
Projects & Natural Resource Management
MSME- Cluster Project
Social Mobilization,
Skills & Design Training, NABARD- Nab Fin, Nab Cluster schemes
Enterprise set up
Marketing linkage
Financial Management
Leadership Building
Working capital, foundation
Social security, PF ESI, Gratuity
and bonus sharing for Producers
9. The Eco System at a glance
Consumers
Consumers
MARKETS
Mother Earth
Investment FV
WORKING CAPITAL
Apex Producer Institutions
Bank Finance, NAB FIN
INFRASTRUCTURE PPPs
SHGs/BIGs SGHs/BIGs
WORKING CAPITAL SKILL BUILDING
Mesofinance Industree Investment
Foundation NSDC
10. WIN WIN WIN WIN
CONSUMERS Get access to quality, affordable, local
products that improve artisan lifestyles
RETAILERS Get consistent supply of innovative products
that are in lockstep to changing consumer
tastes
ARTISANS Get increased earnings, consistent markets,
access to working capital and infrastructure
loans, constant product innovation support,
ownership of shared production units
SUSTAINABILITY Socially, Economically, Culturally and
Environmentally sustainable practices
11. Mother Earth’s innovative social enterprise model
Mother Earth is a brand promoted by Industree, 18 year history in the social enterprise space. A pioneering &
innovative hybrid model. The for profit- Industree Crafts Pvt. Ltd now rebranded Mother Earth was formed in
1994. Non profit Industree Foundation instituted in 2000.
Mother Earth
Enterprise Set Up Retail,
Supply
Schemes and Chain Distribution
Projects of Govt. & Mgmt
Dev Agencies
Exports
funds
Design,
Merchandising,
Warehouse
Finance ,MIS,
QC, HR, IT products
INDUSTREE
FOUNDATION Markets
products •Own Stores
•Other retailers
•Exports
Design & Skill Building
Self Help Group
Development.
Producer
Working Capital Access
Social Security Groups
BIGs
12. Our strong financial projections impact artisans
USD 2012 2013 2014 2015 2016
Mother Earth Sales 3m 5m 9m 19m 38m
ME annual
2m 3m 5m 22m
Purchase 11m
Annual Buying
from BIGs 0.70m 1.4m 2.6m 6m 12m
Annual buying from
Small artisans, coops 0.35m 0.7m 1.2m 3m 6m
etc.
No of artisans in BIGS 200 400 700 1500 3000
# of artisans, direct
1200 2000
Impact at finished 3200 4000 6000
product level
0 0
Artisans Net Income 0.31m 0.6m 1.1m 3m 6m
13. Management Team ready to deliver results
Management Team
Neelam Chhiber, Social Entrepreneur of Year 2011 Co Founder and MD, Industrial Designer,
NID Global Social Impact Incubator Alumunus
Piyush Deogirikar, COO
14 years of retail and distribution experience MBA, IIMB
160 employee strong organisation,
Mentors
Mr. Kishore Biyani, MD, Future Group, India's leading retailer, awarded International Retailer
of the year by National Retail Federation, USA 2006
14. Join this game changing venture
• Growing Indian retail market generating
record sales in brands rooted in “affordable
design”
• Mother Earth is uniquely positioned to capture
this market and uplift artisan lives
• Backed by production infrastructure it is
enabling producer groups across 8 states, in
partnership with GOI
• With working capital access , in 5 years, we
can reach 20,000 artisans directly and an
additional 30,000 indirectly aggregating USD
10m USD incomes for artisans
