An Environment Friendly Product... But Who Really Needs It?

Business Situation; Priya Sharma from Udaipur has developed a range of durable household planters stitched from recycled cloth collected from local textile waste. The planters are attractive, washable, lightweight and considerably cheaper than ceramic or plastic alternatives.

She has started producing them through a small women's self-help group. Friends appreciate the product and local exhibitions have generated encouraging responses. However, regular sales have not yet started as no one has come forward to become her dealer or distributor as-yet. 

Priya visits a nearby Management College and requests faculty members to suggest how she should build her business. Two faculty members offer different advice.

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Prof. Rahul Jain; Professor of Entrepreneurship & Innovation

10 years of mentoring rural and women entrepreneurs.

"Before deciding where to sell, I would first like to understand who is most likely to value this product and why would they buy it. Is it regular consumers or environmentally conscious families? Once we identify the people who naturally relate to the product, choosing the right sales channels will become much easier."

Prof. Shalini Vyas; Professor of Marketing. 10 years of teaching Marketing and Retail Management.

Your product is attractive and competitively priced. You need to move fast. I would recommend approaching gift shops, nurseries, supermarkets and online marketplaces simultaneously. At this stage, your priority should be expanding your market outreach." 

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Reflection; Whose thinking comes closest to your own? If you were advising Priya, what additional suggestion would you place before her before she begins expanding her business?

Mentor's Reflection; Both professors offer practical advice.

Prof. Shalini reminds us that businesses cannot grow without reaching the market through appropriate distribution channels.

Prof. Rahul, however, begins one step earlier. Instead of asking "Where should we sell?", he asks "Who is most likely to benefit from this product?" Different customers buy the same product for different reasons. Understanding who naturally connects with the product often makes decisions about pricing, communication, distribution and promotion much easier.

Finding the right customer often makes finding the right market much easier.