1. A brand that speaks on the art & soul of craftsmanship
FOR FURTHER DETAILS AND ENQUIRIES , CONTACT:
ULRICH VIEGAS, MANAGER BUSINESS DEVELOPMENT , KARIGAR
ASHA HANDICRAFTS ASSOCIATION, 24 ABCD, GOVT. INDUSTRIAL ESTATE,
HINDUSTAN NAKA, CHARKOP, KANDIVALI- WEST , MUMBAI 400 067.
E-MAIL: ulrich@karigar.in
Cell# +919930761662 tel .no: +91-022-61545353

2. Karigar - The retail story
Birth:
“Karigar” – The retail brand of Asha Handicrafts Association a not for profit society was
Set up in 2006 with a mission to promote the social & economic welfare of artisans in
India by providing market facilities for handicrafts made by them using fair trade practices.
Stores:
Our first store was set up in December 2006 spanning over an area of 1400 sq.feet
in Prime mall, Irla followed by Inorbit ,Vashi in 2008 and High Street Phoenix , Lower Parel
In 2009 & Growels 101 in 2010 ,getting the total store nos to 4.
Karigar also has its presence PAN INDIA through the SIS format where we have partnered
With Reliance retail, Spencers Hyper, Oxford Bookstore, MotherEarth spanning across
20 stores.
Karigar Stores – 04
Karigar SIS formats – 20

3. THE BRAND
Karigar is the name chosen by Asha for the domestic marketing foray. It
means “ The Artisan.”
THE PRODUCT LINE
Karigar product lines include – handcrafted products in
• Home & Office accessories
• Personal accessories
• Apparel & accessories
• Jewellery
• Impulse Items
THE PRICE RANGE
Rs. 9 to Rs.35000

4. DOMESTIC FORMATS
• Flagship stores
• Shop in Shop
• E-commerce
• Corporate Sales
• Flagship stores • E- Commerce
Prime Mall – Irla www.karigar.in
Inorbit – Vashi
High Street Phoenix – Lower Parel
Growels 101 – Kandivali (E)
To ad 9 more stores by 2014
• Shop in Shop • Corporate Sales
Reliance – Time Out ( Bangalore, Gurgaon, Kochi, Faridabad, Mumbai, AbnAmro, Citibank, Cipla, Swiss Re, Aditya Birla,
Pune, Ahmedabad)
Oxford Bookstore – ( Kolkata , Mumbai) etc.
Spencer Hyper – ( Kolkata )
Coming soon @ a store near you.

5. STORE IMAGES - KARIGAR
Karigar – Prime Mall , Irla
Store Size – 1400 sq.feet Carpet

6. Karigar – Inorbit Vashi
Store Size – 772 sq.feet Carpet

7. Karigar – High Street Phoenix ( Palladium)
Store Size – 429 sq.feet Carpet

8. Karigar – Growels 101 – Kandivali – east
Store Size – 785 sq.feet Carpet

9. PRODUCT IMAGES - KARIGAR
Moro

10. ADVERTISING MEDIUMS
Karigar uses the following mediums to advertise through
 Press – Ads in Newspapers like Times of India, Hindustan Times
 Magazines – Ads in Time-Out (mumbai), Interior Magazines.
 Flyers – Distribution of Flyers in and around the target locations identified.
 In Mall advertising.
 Other mediums looking into – Radio, Hoardings, Bus panels, exhibitions.

13. Karigar – Hoardings , Bus Panels , Print media ads layout

14. Domestic Business Objectives
 To become India’s leading brand of Fairly Traded
Handcrafted products by 2014
 To establish a chain of Karigar stores across the major cities in India
 To be an example to other Fair Trade Organizations in other Asian countries

15. Thank you