Team Name: Srujna

Project Name: Beads & You Fashion Jewellery

Team Member Details:

Ronak Gandhi
+91 9773776447
marshal3000in@yahoo.com
Ajay Tiwari
+91 9920111493
Ajaytiwari19856@gmail.com

Executive Summary

Introduction
Srujna is a start-up Social Enterprise established by three socially conscious young
entrepreneurs. The aim of the organization is to develop profitable business models for
creating scalable and positive, social and financial impacts in lives of under-privileged
people. We have established our first business model of empowering the women staying in
shelter homes1 through the vocation of jewellery making under the brand name Bead &
You. This programme aims to make vocation of jewellery the catalyst of self-sufficiency
for women staying in shelter homes, thereby empowering them to be independent and selfreliant.
The pilot has been successfully implemented with the women staying in St. Catherines
Shelter Home for manufacturing imitation jewellery and selling it under the brand name of
Beads & You Fashion Jewellery.

Business Model

Shelter homes are homes which take care of individuals in need of care and protection such as rescued victims,
HIV positive victims, single mothers, unwed mothers etc.

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Executive Summary

Unique Selling Proposition

Along with being a Social Business, Srujnas Beads & You Fashion Jewellery is under the
process of developing a unique and innovative concept called Create your own jewellery
with Bead & You. This concept will let the customers design their jewellery using simple
Java-based online application.

Market Analysis
According to Business Standard, India is the second largest manufacturer of imitation fashion
jewellery market2 and the imitation jewellery market in India has grown up to 400% over the
past 10 years. IJMIMA President P.V. Sreeram Reddy predicts 15 to 20 percent annual
growth for the fake wear.3 Indian imitation jewellery has a huge potential for growth in
international markets such as the US, UK, Europe, Canada, Australia and many Asian
countries4 as well.
The increase in the demand for imitation jewellery can be attributed to four major factors:

The ever increasing rise in price of gold markets.

Social influences from soap operas and films are causing consumers to want to wear
ornamental /rich looking gold jewellery, but they do not want to purchase it at the
price of real gold jewellery.

Imitation jewellery presents advantages of negligible risk of theft or loss, they are
available at very affordable prices and the jewellery designs appeals to the consumers.

Lastly, imitation jewellery appears to be as good as the 22-carat real gold jewellery
giving a sense of satisfaction to the consumers wearing it.

Segmentation
Our target group has been segmented based on demographic segmentation within the SEC A,
B and C.

College going girls between the age group of 16-24 years

Women between the age group of 25-34 years

Women above 35 years of age

Technopark Advisors (December, 2009) KIT: The Indian Market for Imitation/Fashion Jewellery. Retrieved 14
September, 2011 from http://www.business-standard.com/india/news/kitindian-market-for-imitationfashionjewellery/378812/
3
http://www.globalpost.com/dispatch/india/100510/fake-gold-imitation-jewelry-indian-bride
4
http://www.business-standard.com/india/news/kitindian-market-for-imitationfashion-jewellery/378812/

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Executive Summary

The Company
Srujna is registering as a for-profit social enterprise. Srujnas Beads & You Fashion Jewellery
is classified as a brand operating in the fashion and accessories industry. Its main focus is to
manufacture fashion imitation jewellery which is of latest design and appeals to masses.
These designs have been made keeping in mind the tastes and preferences of different target
groups we cater to. Profits generated through sales helps in making this social business model
sustainable.
Srujna also brings an opportunity for all the fashion conscious individuals to do their bid for
the society by buying Bead & You products. Since each product they purchase will contribute
towards upliftment of underprivileged women.

Marketing and Sales Activities

We conducted a primary research using Questionnaire survey to understand the customers
needs, requirements, choices and preferences of fashion jewellery. Also their buying habits
like frequency of buying, place of purchase, preference of brands, etc. were researched.
Sample size for this survey was 200 and consisted of women in the age group of 16 to 34.
Secondary research was conducted to do the market analysis and understand the potential of
imitation jewellery market in India and abroad.
Sales Activities: Initially we started by selling through exhibitions and direct marketing.
Now, we are planning to expand our scope of sales abroad by exporting in countries like US
where demand for imitation jewellery is very high and increasing with time. And we are
already in the process of procuring our first order for export.
Also, we are in process of setting up an online store for selling jewellery using technology.
Using concept of COD (Cash on Delivery) so that there are much higher sales and
We aim to open a retail outlet within the span of three years.

Organization and Personnel

Srujna is established by three enthusiastic young entrepreneurs, who have diversified
background. They have their academic background in marketing and development sector.
The founding partners are currently part of the managing team.

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Executive Summary

Operational Director: Has been working since past three years with various NGO's in field of
vocational training. Her background in social entrepreneurship and textile designing helps in
developing innovative strategies for operational efficiency of the organization.
Marketing Director: Has been working on various entrepreneurial projects since past three
years. His expertise and background in marketing along with his entrepreneurial spirit helps
in developing effective marketing & sales strategy for scaling the organization and making it
sustainable.
Business Development Director: Has been working since past three years in education and
environment sector. Her passion to develop profitable social business models to create
financial & social impact helps in developing business models taking the organization to new
levels.

Financial Investment
Initial start-up capital of Rs. 1 Lac was invested by the three founding partners. The
following are part of the major expenses:
1. Training of the women in shelter homes
2. Salaries of the personnel
3. Manufacturing costs
The revenues are generated through sale of jewellery using following channels:

Exhibitions: Srujna has successfully completed seven exhibitions till date in

Corporate Offices, Womens Associations, Colleges, NGO events and Festive
Exhibitions.

Wholesale and export orders: In process of procuring our first export order. Future
plans include entering into the wholesale market.

Projected profit and loss account is represented in the following table:

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Executive Summary

Projected Profit & Loss Statement: Table 1

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