Product details

In 2003, Hema a social entrepreneur founded Color D Earth for promoting Terracotta Jewellery while providing reliable livelihood to two hundred artisans from across India. Terracotta Jewellery is five thousand years old, intricate and has earthy charm. The case pivots around the marketing challenges faced by Color D Earth. Organization has four product lines and the typical customers are urban working women who are willing to buy contemporary forms of jewellery. The enterprise was started with initial capital of INR50,000 and achieved a sales turnover of INR19 lakhs in 2014. The production is outsourced to artisan groups and high quality is ensured to optimize sales. Color D Earth aims to integrate the efforts of at least 400 artisans by the end of 2016. Hema also has target of setting up at least five brand stores, and reach turnover of INR8 Million. But the company has financial and human resources constraints. On Saturday, 3rd January 2016, evening Hema was having cup of coffee after a hectic schedule, and was in deep thoughts contemplating the growth and promotion strategies to be adopted. What brand building efforts are required to fight increasing competition? What are the new segments to be targeted and related positioning efforts to spur growth? What are the cost effective ways of promoting and how to reach out to market?