DEPARTMENTAL SPEAK ………

Export Sales

Asha has attained a reasonable growth in the last fiscal year in terms of sales, welfare and fair trade activities through the sustained efforts of its staff.  

The export sales turnover was $ 1.85 million for the current fiscal year, which was an increase of around 13% over the same period last year. This was a notable achievement, considering that there were various adverse factors such as, the severe recession in the US market, fall in the value of the dollar compared to the rupee and the infrastructural problems we faced in relocating from where we had operated for a few months in 2007.   

During the year in question, 2 successful business trips covering the Americas and Europe with Asha staff enabled stronger relationships to be developed with increased partnerships and sales.

Design Intervention

Modern, innovative & cost effect product designs continue to be a high priority for Asha. We realize that this not only results in a wider choice of products for the customers, but helps to upgrade the skills & competence of our producers. The designers were integrated into a team for better effectiveness during 2007/ 2008. They were also exposed to various training inputs by attending Design Forums, participating in Handicrafts Exhibitions and getting vital feedback from the buyers. 

Quality Management

Quality plays a very important part for customers of handcrafted products. Realizing this, Asha has since retained the ISO 9000 International Standards Certification, through regular Internal Quality Audits, Management Reviews & annual external Surveillance Audits. We shall go for the second cycle of 3 year recertification in August 2008. Quality control of products are strongly emphasized to producers, through on-going discussions, workshops and training sessions.

During 2008/ 2009, Asha plans to introduce the Sustainable Fair Trade Management Systems (SFTMS), an initiative of International Fair Trade Association (IFAT), as a pilot project. This would ultimately lead to the labelling of hand crafted and food products supplied by Fair Trade Organizations to their customers.

Personnel Development

All the activities related to recruitment, training, personnel management & annual performance are very well managed and controlled by the Human Resource Department. With the present buoyancy in the Indian economy, retention of skilled staff is a challenge…………….. Adidas Jacob, Director-Operations 

Overall Exports -

Through good teamwork, we were able to service 39 customers fairly well. A new customer Bajalia Trading USA gave us decent orders, and we welcome them.  Regular communication between the customers and smooth follow up with the producers has resulted in efficient functioning towards executing orders.  Reuel’s visits to customers in Europe translated into larger orders and feedback about products and services has helped build stronger goodwill.

Focused producer purchase and effective monitoring of producer purchases gave us effective control over the producers.

Approximately 100 containers for 40 customers were packed according to export standards and shipped within reasonable time limits.  A personal visit to the U.S. by Leo helped gain wide knowledge about sales, distribution and inventory systems.

Effective liaison between agents, customers and suppliers resulted in smooth documentation, logistics and adherence to export formalities.

4000 new samples were introduced in the year. New producers having a vast repertoire of products such as recycled iron, essential oils, red cedar, suede leather etc. were showcased to our customers, resulting in bigger business. 

Focused design intervention from both, the customers’ end and through trend analysis and reports has helped build credibility and given customers an extensive range………..

Reuel, Carmaline / Christine / Damaris, Leo & team, Usha / Luis,

Lavina & team, Smitha Ittyerah & team 

Information Technology

Upgradation of both software and hardware systems within Asha has ensured no downtime failure.  Effective control and management of information systems has thrown new light into improvements for the future. ………….Chris & team

Finance

Enhanced credit facility, packing credit and other sources of income has helped in overcoming the cash flow problem. Using rental income by shifting to Charkop and renting out the entire Asha House brought in additional income, which has augmented timely payments to producers, and assisted in paying back the initial loan taken during the inception of Karigar……………………..Muriel, Paul & Patricia  

Fair Trade

Over 26 new producers were sourced through Craft Promotion initiatives. Fair wage monitoring of 28 producers and at least 140 products were done which has resulted in ensuring fair wages to the artisans. Documentation which has been a struggle over the years has been regularly followed up by the fair trade team.  The regular monitoring of producers and their units by the welfare workers has ensured adherence to fair trade practices……………..Immanuel,Jwalden & Mary & Team

Housekeeping & Maintenance

The year in question has been tremendously challenging.  Apart from routine activities of housekeeping, maintenance of Asha House and smooth functioning of both office and warehouse, the shifting was a major activity for us this year.  After a feasibility study, the venue chosen accepted by the Management and incredible support from the staff enabled the shifting process to be smooth, effective and functional. …………..

Leslie, Joaquim M, Security & Housekeeping team  

Social responsibilities

The welfare projects empowered us to support not only the artisans but also their families by conducting various programmes like education and fun and games for children, women empowerment, medical attendance, environmental awareness, financial assistance, microcredit and sustainable livelihoods.   Fair Trade Advocacy and Business Counseling has been initiated for producer development as well as for advocating fair trade principles within India……………Ivan, Mary, Allan, Jwalden & team

Personal welfare

Making producers understand what is fair trade, social responsibility, care for the environment, timely deliveries, quality products and planning orders is a tremendous challenge.  Through regular follow-up, visits, business counseling, motivational techniques and at times reprimanding them, has enabled us as a team from different parts of India to coordinate with Head Office. We continue to learn much and at times are quite stressed when orders are not completed on time. ……………..Biswajit, Mahendra, Vinay,  Jayaraj, Pradeep, Bhagwan Das, Bharat Lal, Victor & their wives.  

Packing & Logistics

Handling 40 customers’ orders consolidating 50 producers’ handcrafts, checking over 3000 items and labeling according to customers’ requirements with requisite packaging is no mean task.  With effective planning, united teamwork and worker cooperation, we have been able to achieve and learnt more about how to meet customers’ deadlines. Shifting under one roof for both warehouse and office has enabled a better understanding and flow of work………       Leo, Yeshwant, Manik, Ramesh, Motiram, Balu, Prasad, Amol, Joaquim B, Leslie L, Daniel, Jackie, , Anand, Suryakant, William, Noel, Kush, Joel, Danny, Sandeep, Peter & Ulhash

 Karigar

In a short span from 15^th December 2006 till 31^st March 2007 we have learnt much about footfalls, merchandising, display, customer profile and product design.  We are trying our level best to breakeven within a span of 3 years for the domestic initiative of Karigar through enhanced sales at retail outlets, kiosks, shop in shop concept, corporate and internet marketing.  The retail sector in India continues to boom and unless we have a good customer-base, fantastic products, timely service and effective business systems, only then can we compete in the Indian market.  We strive for greater heights. ……………

Ulrich, Sharram, , Darryl, Viru, Trevor, Taposh, Avni & Seema & Team