You've come up with an
outstanding product, addressed critical consumer requirements and are all set
to ramp up your sales. What next?
The most significant thing that entrepreneurs usually miss is to tell their brand story. Every hardship has a saga. Every inspiration has a story. Every big dream faced struggles. That’s what you need to tell the world. Tell your story and build a bond with your customer.
Do not forget that brand stories are not marketing materials, but they are a few facts that companies share with their customers. They are not advertisements, and certainly not sales pitches. Brand stories are narrated keeping in mind the brand’s persona and the teller’s personality at center stage."
If you're wondering where to start, check out a small story:
Indian textile and apparel sector is growing at a rate of 9.5% and is expected to be 220 billion US$ in the next eight years. Small and medium enterprises play a crucial role in this growth. And one such contribution is from the heritage city of Jaipur.
I am going to talk about Suvasa, which was once a small unit. They promote the traditional art of block printing through women apparels. Jaipur is known for its rich culture, exotic architecture and clothes indeed, which is Rajasthan’s biggest hub for apparel creation and printing.
The traditional workers popularly known as karigaars have been doing this as an art, and it is in their blood. The journey of Suvasa began in the year 2001 with the joint effort of Rajat Sign and his wife, Una. It was a humble beginning where they started their workshop from their home. They had to face huge competition from big labels, but they concentrated only on one niche that is block printing in ladies garment.
Gradually they extended, and currently, they have their outlets in 4 cities – Jaipur, Gurgaon Chandigarh, and Bangalore. The company believes that the key support behind their growth is their workers which are now a close kith family.
Gradually they extended from ladies apparels to toiletries, furnishing, etc. The journey was difficult but worth an applause. A work from the home project, which started with mere Rs. 25000/- has now its outlet in 5 major cities in India. The venture started with the savings that the couple had, and now it’s a reason behind the savings that their employees make. Wow!!
The most important thing that the Suvasa team concentrated was on building their brand. Right from their name to logo, to their shopping bags…they planned it in a systematic way. The move was slow, but a well planned one. People now recognize Suvasa not only through its clothes, but its logo, bags, prints, etc.
The most gratifying feeling that the couple has been it provides families and homes with employment today. The entire Suvasa family is growing. In words of Una – “Workers who used to come once in a bicycle now comes in a car. It’s a great feeling to see the family grow.” Their dream is to see their outlet in every state in India and they also wish to explore the global market.
One dream gives rise to another!! Share your stories; share your journey for who knows when you become an inspiration to someone…
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