Mission & Vision Statement Mission: To build an artisan-backed global brand for sustainable home and lifestyle products, that uses a tech-based design approach to handcraft functional products for a growing conscious buyer. Vision: A world where women without a formal education can use their existing skills in craft to earn dignified incomes and gain financial independence to live as equals in their communities.
Journey so far
Journey So Far Lit 3 villages & 10 schools in Haryana and UP using solar lights
Quit job at Deutsche Bank to launch Skilled Samaritan
- Revived SSF -2 women artisans -1 full-time staff - 33 SKUs
Only not–forprofit artisan brand at Lakme Fashion Week
2012
2014
Introduced tech-based design support for artisans working from homes
- 8 Full time staff - 250 women enrolled - 500+ Unique SKUs - Avg 12L pm sales - 8 brand partnerships - 21k Insta followers - Cosmo Top 10 Sustainable brands in India - Intl sales
Nov 20’
2017
Dec 19’
Job at UN funded Organization
May 20’
Feb 20’
Oct 19’
2012
Launched brand SIROHI with a design centric focus for home & lifestyle products
Launched B2B partnerships with INR 2L pm sales
Mar 20’
52 women avg 5 lakh 3 monthly sales listed on 10 online marketplaces
Aug 20’
Increased production capacity to 2000 units a month
Dec 20’
- UN Gender Equality Champions - 2 design awards - Selected for Nudge Cohort - 50+ online & offline features
Jan 21’
Target Profiles Women at Sirohi
Name: Nargis, 30 Village: Budhina Kalan Family: Widow, 4 kids Smart Phone: Yes Avg Income: Rs. 3500/- pm
Name: Gauhar, 28 Village: Budhina Kalan Family: Married, 5 kids Smart Phone: Yes Avg Income: Dependent
Name: Mumtaz, 17 Village: Budhina Khurd Family: Married, 1 kid Smart Phone: Yes Avg Income: Dependent
‘I sell small trinkets from home to support my children, and was married at age 14
‘I have no education but want to work but am not allowed to go outside the village ’
‘I can weave bags and stools, but who will buy it’
Goal: To educate her children so they get a job in the city
Goal: To earn her own money, so she can buy her house
Goal: To be famous for her skill and work and be in a magazine one day
Target Profiles Product Range
WFH FURNITURE
B2B
PACKAGING TRAYS
B2B
CHAIRS
GIFTING BOXES
B2B LIGHTING
PLANTERS
BENCHES
BAGS
STOOLS
Introducing Virtual Design Lab Sustainable Materials
Colour
• Reduced cost in prototyping • Reduced cost in product development • Reduction in Inventory Leakages
To build a Virtual Design Lab where buyers can customise their products, inspired by charpoy weave patterns Weave Patterns
• Tech-powered platform • Catering to customers’ ‘custom needs’
Tech-powered ‘personalisation’ feature
Target Profiles Brand Values/Value Proposition
Sustainable Input Materials
HAND-MADE
Craft Revival
For an Urbane Buyer
SUSTAINABLE
Focus on Product & Design Powered by Women
EQUAL PAY
Focus on SDG 5 & 12
Genuine Handcrafted Products
Target Profiles The Skill Lab : Our Program
Software Based Design Inputs to make functional products
Master Artisans work with designers with tech based support using videos
Bi-weekly raw materials and finished goods supply chain to villages + centralised fulfilment & quality check
Issuing IDs, Opening Bank Accounts & offline trainings for women
SSF Design Fellowship to onboard expert designers
Women use their skills to make products designed by the designers
Mobilising women skilled in crafts via gram panchayats & partnerships
Designer portfolio Showcased + Procurement from Design Houses
Finished Products for an urbane buyer
Products sold online via Sirohi & B2B partnerships
A 6-month immersive experience for product designers working in Skilled Samaritan craft clusters.
Sustainability
Indian Heritage
Young designers with a knowledge base in weaving and interest in home and lifestyle product.
• •
•
Artisans with weaving skills.
Provide holistic, tech-based design support to artisans Ranging from: design training, online and offline market linkages, digital tools, pricing Upskill artisans and support them to become micro-entrepreneurs
Our Pillars
Design-Centric
Empowerment
Develop prototypes
Commercialisation of products on Sirohi.org
Recognition + Profile on Sirohi
Aadhar card
Bank Accounts
Preprogram
3D Drawings
Video Calling
Phase 1: Design Support
Design Support and Intervention: developed products designed for the contemporary, local market and trained in independent design development Photography and Cataloguing: trained on how to capture and digitally store designs, products
Phase 3: Market Linkages
Artisan Enrolment: opened independent bank accounts and issuing national IDs like Aadhar cards for all 100 artisans
Phase 2: Cataloguing/ Photography
After 6 months, 100 Artisans and 4 different craft clusters upskilled and provided with holistic support to become micro-entrepreneurs:
Offline and Online Market Linkages: supported with the right online and offline networks to widen consumer base and sell independently
Storage
Sirohi
Marketplace
Phase 4: Pricing + Logistics
Logistics
Pricing and Logistics: trained in pricing, packaging, shipping solutions
Editing
Insta
Fulfilment
Online Banking
Tutorials
Uploading
WA Bizz
Quality
Inspiration
Pricing
Regional
UPI
Offline
From the ‘virtual’ field
Target Profiles Shift towards Conscious Consumerism Covid-19
• Engagement in sustainability has deepened during the COVID-19 crisis, with consumers wanting fashion players to act responsibly and consider the social and environmental impacts of their businesses (Mckinsey Report 17, July 2020).
Sustainability
• 67.0% consumers globally consider the use of sustainable materials to be an important purchasing factor • 63.0% percent consider a brand’s promotion of sustainability in the same way
Retail Brands
• Fast Fashion/Home Retail brands at moving towards re-evaluating supply chains and introducing partnerships with sustainable businesses and procurement from women powered and handcrafted brands.
Vocal for Local
•Vocal for Local Campaigns, Made in India, Govternment Shcmes for handmade and women powered enterprises •Funds for Sustainable Business in India
Sales & Marketing B2C
Apr – Jul 20’
Aug – Dec 20’
Online Marketplaces
Sirohi Website
7% 29%
Listed on 22 online marketplaces in India & Internationally, B2C Channel open for International Sales 78%
B2B Bulk Sales in India & Globally
SSF Resellers /Distributors Program
Co-working, Hotels, Restaurants, Co-living, Boutiques , Bulk Gifting (Festivals, Corporate), Retail Brands Partnerships with Uniqlo, Innisfree, WeWork, Claridge’s, Resellers from 2 tier cities. B2B orders from International Boutique Buyers. In Talks with H&M Home and IKEA partners in India
52%
• All segments of revenue showcased a positive growth rate from the period Apr-Jul to Aug-Dec but customised purchases (-7.0%) • There was an exponential increase in the B2B orders: 3233.0% • There was also a significant increase in orders from online marketplaces: 971.0% • The B2B segment is expected to drive sales in the future
Financials FY 20’-21’ Lakhs
Quarterly Revenue Breakdown
Quarterly B2C AOV
30.0
₹ 13436
25.0
₹ 8434
₹6850
20.0
15.0
Quarterly Gross Margin
10.0
57%
52%
Q1
Q2
5.0
63%
0.0 Q1
Exports
Online Marketplaces
Q2
B2B
Q3
Customised
Website
Q3
Social & Environmental Impact SDG 5: Gender Equality and Women Empowerment
June 2019
Jan 2021
Dec 2025
No. of Women on Database
2
1500
50000+
No. of Active Women
2
1000
60%
1,800
3,700
5,800
Villages Covered
1
3
15
Bank Accounts Opened
1
200
100%
Avg. Income Earned per month
Social & Environmental Impact SDG 12: Responsible Consumption & Production
June 2019
Dec 2020
Dec 2025
Products Handcrafted
50
5000
-
Unique SKUs
33
350
5000+
Kilos of waste textile used
500
16,000
6,00,000
Kilos of waste plastic used
-
30,000
3,50,000
*An avg. SSF product uses 8 kgs of textile waste and 10 kgs of plastic waste Ripple Effect of Impact
Reduced Child Marriages
Reduction in Crime Rate
Increase in family disposable incomes
Women in local leadership positions
Team & Org Structure
Gauri Malik Founder & Director Head, Sales & Artisan Program • Ex- Investment Banker • 10+ yrs of exp in sustainable development • Extensive ground experience with rural communities in UP & Haryana • UN Generation Equality Champion 2020 • Experience with UN-funded Itl Org in Geneva
Gorika Singla 60% time spent Consulting to Sirohi Head of Finance & Ops • 10+ years of experience in management consulting • Worked with reputed companies like Mckinsey & Co., WWF, Reliance Jio • Served clients in telecom, logistics, infrastructure sectors on strategy, operations and fundraising
Team & Org Structure Gauri Gopal (Founder and Director)
Tanaya Ranade (Social Media & Website)
Bitoti Bhaumik (Social Media)
Arushi Bharadwaj (Accounts)
To Hire E-commerce & Sales
Nafisa Khalidi (Customer Support)
Vivek Somani (External Accounting Firm)
Gorika Singla (Finance and Operations)
Full Time Women Artisan Clusters Temporary
Smirti Shreekumar (Product and Design)
Shagun Swarup (Ground-Ops)
Neeti Agrawal (Cluster Management)
Kashish Janiani (Program Manager)
Jitender Kashyap (Order Management)
Cluster 1 (Budhina Kalan)
Design Fellows
Nishant (Quality Control)
Cluster 2 (Budhina Khurd)
Salman (Packaging )
Cluster 3 (Sujroo)
3 Year plans Way Forward
2021
• • • • •
Focus on Hiring Sales Team for offline and brand partnerships Increase production capacity to 5000 units a month for B2B supply chain Establish 10 brand partnerships with retail brands expanding in India like H&M Home, IKEA, Zara Home, Lifestyle Apply for sustainability certifications like CraftMark, Fair Trade Forum, NEST Seal of excellence Launch SSF Design Fellowship to hire expert designers to train women to make ‘well designed products’
2022
• • • • •
Introduce Global Reseller Program with a focus on franchising Increase production capacity to 20,000 a month Develop tech platform for online product customisations Scale social impact to 10,000 women who are financially independent Set up online trainings for women who want to make ‘Sirohi’ products to sell to franchises or as microentrepreneurs
2023
• Scale Flagship Franchise Model for promotion of sustainable products in India and globally • Focus on Online Design trainings programs for skilled women from marginalised backgrounds to make ‘marketable’ products • Place designers from SSF Design Fellowship to work with organisations/clusters who want design support • Establish Sirohi an artisan-backed global brand for well designed, functional home & lifestyle products sold online & offline
Target Profiles Awards & Recognitions
Building a GLOBAL artisan brand for home & lifestyle products, that is backed by values of luxe-sustainability and women empowerment, where each product from Sirohi – has a story to tell!
www.sirohi.org
Insta: @sirohi.in
Linkedin: Sirohi