Kala Raksha Trust, Kutch

Abstract

Kala Raksha, a ten year old NGO involved in marketing of Handicrafts, has been facing stagnating sales for the last five years. In the initial years the growth rate was good, it grew from rupees 27,000 sales in 1993 to a high of 49.5 lacs by March 2001. After that, though the sales did reach rupees 55 lac last year, they are not growing at the rates at which they had been earlier. The strengths of Kala Raksha lie in good embroidery and designs, wide variety of products and loyal set of customers and reputation in the market. The product portfolio of Kala Raksha has over 600 products with the prices ranging from rupees 13, 000 to rupees 50. Exhibitions are the major mode of sales for the NGO. The issue of leveraging the strengths of the organisation to increase its sales are raised.