Many social enterprises in India face challenges in expanding their wholesale market due to language barriers, seasonal demand and geographic distance from major markets. This web of challenges can significantly stifle growth and sustainability.
Yet, opportunity gives the chance to innovate and adapt, to turn these social enterprises’ hurdles into stepping stones.
The challenge: meeting European wholesale market conditions
Consider the journey of sustainable fashion brand MORALFIBRE eager to increase their orders by tapping into the European wholesale market. Their aspirations were met with a series of obstacles.
- Connecting with the right wholesale customers in Europe
- Communicating effectively due to language barriers
- Adapting products to the seasonal demands of the European market
- Overcoming the geographic distance from India to Europe for trade fairs and meetings
The strategies
To address these challenges, MORALFIBRE worked with Women on Wings to develop a targeted strategy:
- Create a detailed persona of their ideal wholesale customer, a 35-year-old German fashion brand owner focused on sustainable, ethically-produced clothing
- Define core brand values to position MORALFIBRE in the European sustainable fashion market
- Map out the customer journey for wholesale buyers, from first encounter to purchase decision
- Establish a strong online presence through LinkedIn accounts and a dedicated B2B section on their website
- Explore European B2B platforms to connect with potential wholesale partners
The results
By implementing this strategic approach, MORALFIBRE was able to:
- Tailor their marketing and sales efforts to the specific needs and preferences of their target German wholesale customer
- Communicate their unique value proposition as a sustainable, ethical brand producing high-quality, on-trend products
- Streamline the customer journey for wholesale buyers, making it easy for them to discover, evaluate, and purchase from MORALFIBRE
- Expand their reach to the European market through online channels and B2B platforms
The impact
The impact of this strategic initiative has been significant for MORALFIBRE’s business and the women artisans they work with:
- Increased wholesale orders from Europe, providing a stable income stream for the brand
- Expanded market access for the handloom weavers and artisans in MORALFIBRE’s value chain
- Strengthened brand positioning as a leader in sustainable and ethical fashion in India
- Enhanced economic empowerment for the women artisans via sustainable livelihood
By proactively addressing the challenges of expanding into the European wholesale market, MORALFIBRE has been able to drive business growth while creating positive social impact for the women in their value chain.
Curious how Women on Wings can work with your social enterprise? Contact us.
