Marking the problem space
Marking the problem space
Creating an online platform to strengthen the value chain for a group of disabled artisans called ‘Special Hands of Kashmir’ by using their skills, story & products as catalytic tools for social and economic empowerment and earning and transform them into a high ended brand to make them self-sufficient and provide exposure to urban consumers
Special Hands of Kashmir is a group of 40 disabled artisans who have adopted the craft of Sozni embroidery to make an earning. They have chosen this craft as most of them have a mobility disability and hence cannot walk, but they can sit in one place and do the embroidery to make a living and to be self- sufficient & less dependent on others.
Currently, most of their sales are done through references, WhatsApp, Facebook, exhibitions, or third-party organizations. But that is not enough to get them a good price for their products, they face difficulty in communicating proper information to the customers, and because of COVID19 there is no scope for sale of products through exhibitions and craft fairs.
Purpose- To learn more about the group and obtain a deeper insight into their pain points, current work system, constrains, limitations, motivations, and future plans to identify the need of intervention- is it needed or not, at what stage is it very essential, how will they benefit from it and how will it solve their problem.
Step 1- Semi Structured Interviews + Questionnaires
Initial research steps-
- Reading all the given articles, interviews, and information about Special Hands of Kashmir
- Conducting Semi Structured Interviews with main members and Founders of the group.
- Reaching out to some of their existing customer base- asked them about their experience.
Step 2- Synthesizing Research Work
Vital Insights:
- Collaboration with other organizations and big brands is a temporary solution for sale and earning.
- Reaching out to market/ customers is a difficult task.
- Are dependent on others to sell their pieces- father/ organization/ brand/ label Location Factor
- Most people got to know about them either through references or exhibitions.
- Consumers felt the product information conveyed on WhatsApp & current online platforms was insufficient as compared to product information conveyed face to face in detail.
- Mostly the customers were the ones that got added to their customer bases 1-2 years ago.
- Customers felt the lack of proper detail provision and absence of online presence.
Step 3- Market Research
Competitor Analysis to identify what is being aimed forin the market currently.
1). Aware & Conscious, Sustainable Choices, Supporting Local Communities, Giving back to Society.
2). Important Aesthetic Value, Visual Appeal, Important Hand-made Value.
3). Gifts, Souvenirs, Tourist Items.
4). Functional Value, Long Term Value, Long Shelf Life, Useful- ness, Utility.
1). SUPPLIERS- Raw Materials
2). EMPLOYEES
3). LAUNDERERS- Washing & Ironing
4). LOGISTICS. CUSTOMERS- Offline, Online & New customers
Converting Special Hands on Kashmir into a fashion brand which sells Sozni embroidery products particularly. The current sale platforms are not enough to make sales as well as earn good amount of their product and hence converting them to a brand will add value and a sense of luxury to their products. With that an online platform to display and sell their products will solve a lot of problems like inability to travel to the market to sell products or reach out to customers, proper communication about product details, etc.
Strategy- As there are only 40 artisans in that group and a piece having Sozni embroidery on it taking time from 5 days to 2 years to get complete, it would be a difficult task to meet the market demand. Considering the laborious process of Sozni Embroidery SPECIAL HANDS will create low volumes of some products which will be categorized as premium products as they took more time in making as compared to the everyday use/ frequent use products i.e., inclusive products. Premium products/ Limited edition products would be one of a kind and more expensive products range.
Inclusion of Identity and their story- These products already hold a great deal of value as they are made by disabled artisans and are sourced from Kashmir, which is known for its unpredictable conditions, but instead of highlighting pity stories on website to sell products, adding a sense of value by bringing premium-ness to their products is a better way and strategy to empower this group of artisans and make them self- sufficient.
Distribution Channels- Initially the method of logistic will remain same as of how it has been taking place. All orders will reach to customers via courier or Indian Post.
Brand Profile
As the name goes, Special Hands is a brand with a group of artisans with the finest skills of elegant Sozni embroidery. That is why I approached to create their graphical presence in a way that will truly reflect the brand’s idiosyncrasies as well as remain true to the essence of the Sozni embroidery.
Logo design is inspired from the work of Sozni embroidery. Letters S and H with the circle around it is made as if they are hand stitched. The main concept of the brand identity is to create an expensive, minimalistic look with black and white theme to give a sense of luxury.
Packaging Design
Special Hands is about selling handicrafts, luxury, and experience with the authenticity of the products. When a product is sold to a customer, it is not just the product that is premium but the whole experience including packaging.
Website Design
