1. Design Audit
SEWA
Trade Facilitation Centre
Guide
Shashank Mehta
Ankur | Anvika | Subhash | Vaibhav

2. Design Audit
Identify opportunity areas for design intervention
To gain holistic understanding of business and the intertwining of départements and
components
Design Audit helps the company gain a competitive advantage through early
identification of opportunity areas
Leading to overall improvement of its product/s and business as a whole.
It helps maximize standardization across the product range and thereby achieve cost
reduction.
The design audit helps update the product to reflect changing customer needs,
technological advancements and market competitions.
A comprehensive design audit brings out all the inconsistencies, so as to help the
management develop holistic business strategy for its progress.

3. Methodology
Identify appropriate industry / business to be studied for the course.
Visited the identified industry to collect and document information, covering all aspects of the
product/s, processes and businesses a whole.
The following methods may be used for information collection and its documentation.
Observation
Questionnaire and discussion
Follow the user
Experience the product
Photo documentation
Video documentation
Created a detailed report highlighting the opportunity areas for design intervention.

4. SEWA
SEWA is a trade union registered in 1972.
It is an organization of poor, self-employed women workers. These are women who earn a
living through their own labor or small businesses.
SEWA’s main goals are to organize women workers for full employment & self-reliance. Full
employment means employment whereby workers obtain work security, income security, food
security and social security (at least health care, child care and shelter).
Created a detailed report highlighting the opportunity areas for design intervention.

5. ten questions
Will this action increase employment?
Will it increase income?
Will it increase ownership of assets?
Will it make the individual and the collective more self-reliant?
Will there be greater access to healthcare, childcare, water
and sanitation? SEWA have devised a simple
process to define the vision,
Will it provide better housing? turn it into concrete action,
and then to regularly
Will it provide more food and better nutrition? evaluate it.
Will it unite and strengthen the community?
And will the leadership emerge from within the local
community, from among the very people whose lives it
affects?

6. Sister Organizations
Shree Mahila Sewa Sahakari Bank Ltd.
Sewa Sanskarkendra
www.sewabank.com www.sewasanskarkendra.org
SEWA Academy Video SEWA
www.sewaacademy.org www.videosewa.org
Gujarat State Women's Sewa Co operative Federation Ltd. Shri Mahila SEWA Anasooya Trust
www.sewafed.org www.anasooya.org
SEWA Insurance Sewa Eco Tourism
www.sewainsurance.org www.sewaecotourism.org
Gujarat Mahila Housing SEWA Trust Hansiba
www.sewahousing.org www.sewatfc.org
Sewa Trade facilitation Centre Sewa Kalakruti
www.sewatfc.org www.sewakalakruti.org
Sewa Gram Mahila Haat Saundrya Safai Mandali
www.sewamart.com www.sewa-cleaning-coop.org
SEWA Research SEWA Bharat
www.sewaresearch.org www.sewabharat.org
Sewa Manager ni School Homenet South Asia
www.sewamanagernischool.org www.homenetsouthasia.org
SEWA ICT Sewa Nirman
www.sewaict.org SEWA Nirman

7. SEWA Campus

8. SEWA Trade
Facilitation Centre
The SEWA Trade Facilitation Centre (STFC) represents a unique and innovative movement where
marginalized artisans themselves are the producers, owners, shareholders and managers of their own
company.
The goal of the STFC is to ensure that rural craftswomen in the informal sector have socio-economic
security and full employment by building a grassroots’ business enterprise of the artisans.

9. Philosophy
Believes that by closing the distance between producers and consumers, by
meeting local needs with local skills, one strengthens the economy, one
strengthens the community, and one lays the foundation for a society that is fair
and equitable because it is accountable at every level.
the distance between
producers and
consumers
Producers Consumers
meeting local needs
with local skills

10. SEWA TFC
(Key stake holders)
Facilitators Share Holders
Artisans (Women)
At SEWA Campus
From different parts of Gujarat
From Chairman to the
housekeeping Remuneration - Paid according to
work, per day or per piece
Remuneration - On salary
Buyers
Retail buyers (from Hansiba Store)
Corporate or other NGOs from
(Job work) e.g. Fab India

11. Key Insight from interview
(Self Brief)
My husband sends me here to
Share Holders
work because he feel it is a safe
place for me to work (Women)
Artisans
From different parts of Gujarat
Shows these women are day or Paidpiece to
Remuneration -
work, per
the per according
main
stake holder in the organization
and there benefits cannot be
ignored at any cost
All the strategies should be build
around these artisans

12. Ideal Scenario
Share Holders Artisans (Women)
Should get the maximum benefit
Buyers Retail buyers
Should get value for money
Facilitators At SEWA Campus
Create ideal scenario for the above

13. DEPARTMENTS
Product Division Store & Production
Design Purchase Production
Sampling Store Sampling unit
Purchase
Sales & Marketing Accounts Admin HR
Sales & Marketing Trade Front office
Merchandiser Projects Maintenance &
Vastralaya house keeping

14. Design unit
Observation Chart 1
Designer work independently but time taken for sampling is a lot
There is a need of better coordination between designer and sourcing department
Separate dedicated team designers is needed for Hansiba to go as a brand.

15. Store & Purchase
Sourcing of material
Maintain the stock

16. Observations - Chart 2
Finished products and the raw material can
be organized better
Swatches for the designer to see the stock
Huge time gap for sourcing the material to
do sampling & production
There are so many old fabric lying in the
store which can be used to make innovative
to make small products
Time loss in procurement of raw material

17. Embroidery
Observation – Chart 3
It take the maximum time in the development of the whole garment
Sometimes designers faces a lot of problem in explaining design to the
artisans.

18. Pattern Making & Cutting
Observation – Chart 4
Patterns lying in a
very unorganized
way creates
Generally people
confusions
work in a group of
two for cutting
* Pattern making
area is too small to
fit in so many
people

19. Stitching
Observation – Chart 5
Only one line in-charge for both Hansiba products and job
work which increases the work pressure.

20. Quality Check
Observation – Chart 6
Too much pressure on the
single person to do quality
check
Table is too small for
checking the garment
Her job demands great
amount of focus.
No marking for faulty
pieces

21. Finishing
Observation – Chart 7
Resources are good but trained workers
to handle machine are less
Finished products are kept there for a
very long time for packaging

22. Store for retail
Hansiba
Hansiba stands for the ethno-
modern style, a style so
unique, that it is only matched
by the richness of the
traditional craft behind it.

23. Product Segment
Apparel Home furnishing Accessories

24. Pricing
`Pricing should be improved to increase the sale and to better the perceived value
The customer feedback shows that they are really happy with the product quality.
But they perceive price little high for the product
Price is three times higher than the cost of the product.
Because of delay in the production fixed cost is too much and that leads to the
increase in the price of the product

25. Competition
Fabindia is an Indian chain
store retailing garments,
furnishings, fabrics and ethnic
products handmade by
craftspeople across rural India.
For over 40 years, Anokhi’s ideals have been
those of conservation and development,
through the input of design, marketing and
project funding. The Company is well known as
an alternative role model for good business
practices, and the ongoing revival of traditional
textile skills.

26. The BANDHEJ Brand stands for
well priced handcrafted fashion,
offered in contemporary
silhouettes with an Indian
sensibility.
Insight from competitors
Perceived value matches the brand because of price
Proper stock management
Clarity of brand positioning
Promotion is well thought off

27. Marketing Collaterals
Posters
For colleges and hotels
No detail of apparel products on
the posters
Does not give justice to the
product range of the store
Design quality of the poster does
not go with the brand

28. Product Folder
Opportunities
Content of the folder is fine
Product photography need to
be improved and should be
more realistic

29. Proposals

30. Proposal 1
Pricing
Pricing strategy needs to be worked so that the sales person feels confident
while selling the products.
Impact – Long term
Profits of the company
Stability in terms of price hike
Will help in reducing fixed cost as that will be addressed while doing the
costing of the products
Approx implementation time
4 to 6 months

31. Proposal 2
Marketing Strategy
This will provide vision to the for the next 5 years. Marketing tools like
website, posters and print catalogue needs immediate attention to clear the
brand positioning among the users.
Impact – Long Term
Immediate impact can be seen on sales as visibility of the product will be
better and positioning will be clear as what is the brand USP.
Approx implementation time
3 to 4 months

32. Proposal 3
Optimum space utilization at SEWA Campus
Very much required to increase the efficiency of people within the
campus. This can be by shuffling few key work areas.
Impact :
Impact can be seen immediately in term of time taken while
production. Store planning will create options for designer and
production to search for the availability in a much more easier way.
Approx implementation time
4 to 5 for planning the space

33. Proposal 4
Brand HANSIBA website
Separate website for Hansiba Brand can give different positioning to its offering as it
will not only talk about empowering women story but also it can introduce its product
as a designer product.
Impact :
Perceive value of Hansiba will be improved
People can directly see the products online
Product offering will be more systematic to see on the website
Results can be very fast by promoting the website through social networking
Approx implementation time
3 to 4 months in developing a website.

34. Thank You
Team
Of
Auditors
Ankur Anvika Subhash Vaibhav