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Asha Handicrafts Association: Redefining the Value Proposition Strategy
Bharat Mani; Vineet Nayak; Arun SharmaCase IVEY-9B20A033-EEntrepreneurship, Marketing, StrategyAsha Handicrafts Association (Asha) was a fair trade marketing organization, headquartered in Mumbai, India. The organization primarily marketed and sold handicrafts sourced from artisans across India to three main customer segments. The first segment consisted of fair trade importers outside of India, where Asha was a leading player. The second segment consisted of commercial importers who sold products through commercial retail stores abroad. A...Starting at €8.20