Report on: Nakshi Katha

Course Name: International Business

Course Code: BUS 685
Section:
Summer 2023
Department of Marketing & International Business North South University

Submitted To:
Tareq Mahbub
Associate Professor Department of Marketing & International
Business North South University

Submitted By:
NAME ID

Sujon Majumder 2135476660

Arman Ibna Anwar 2115351060

Maliha Jahan 2135432660

Mahfuj Rejoun Turjo 2215430660

DATE: 31st October, 2023

 Executive Summary
An outline for growing Nakshi Katha's handicraft company into the Canadian market is provided
in this study. Nakshi Katha sees great potential in Canada's diversified consumer base and
artisanal product appreciation. Market research, rivalry, entrance tactics, risk management, sales
and marketing strategies, operational specifics, human resources, an action plan, and an appendix
are all covered in the report. In conclusion, Nakshi Katha is well-positioned for success in
Canada thanks to its distinctive products and dedication to fair trade principles. In this fast-paced
industry, the research offers a clear road map for entering and expanding the market.
 Table of Contents

Business Overview.....................................................................................................................................5
The Market................................................................................................................................................8
The Competition......................................................................................................................................11
Entry Mode choice...................................................................................................................................14
Risk Management....................................................................................................................................16
Sales and Marketing Plan.......................................................................................................................17
Operating Plan.........................................................................................................................................19
Human Resource Plan.............................................................................................................................20
Action Plan................................................................................................................................................23
Appendix..................................................................................................................................................24
Reference..................................................................................................................................................25
Business Overview
Description of Business: Bengali Nakshikatha, often referred to as Nakshi Kantha, is a
traditional art form that has its roots in Bangladesh and the Indian state of West Bengal. Nakshi
Kantha, which means "embroidered quilt" in Bengali, is a notable work of art and culture.
Nakshikathas are elaborate, hand-stitched quilts created mostly by rural women from recycled
sarees and fabric scraps. The embroidery frequently includes geometric designs, creatures, birds,
and other themes, which showcase the artist's imagination and ability to convey stories.
Nakshikathas are blankets that serve a purpose, but they are also examples of Bengali artistry
that warm up households and preserve stories and traditions. Zawad, A. S. (2020).

A fascinating business initiative called "NakshiKantha" aims to promote the wonderful world of
handcrafted Nakshi Katha to Canada. This project honors the artistic talent and rich cultural
heritage of the Bengali culture while giving Canadian consumers a chance to appreciate a
distinctive kind of textile art. Shishir, N. N. (2022).

Nakshi Katha, also known as Nakshi Kantha, showcases the talent and originality of Bengali
craftspeople. These elaborately hand-stitched quilts are works of art with a rich historical and
cultural background; they are more than just blankets. "NakshiKantha" will feature a variety of
Nakshi Katha goods, such as bedspreads, table runners, and wall hangings. Each piece will serve
as a showcase for the skilled workmanship of rural women who turn used sarees and scraps of
fabric into exquisite works of art. Nakshi Kantha. (n.d)

Figure: Nakshi Katha

The project intends to give these craftspeople a platform, promoting economic development and
maintaining a traditional trade. Additionally, it gives Canadians the option to furnish their homes
with one-of-a-kind, handmade items that embody Bengali culture. "NakshiKantha" is more than
a company; it's a link that unites Bengali artistic talent with Canadian homes and hearts,
enhancing lives through beauty, tradition, and cultural variety.
Major demographic, economic, social and cultural factor

The following are some significant demographic, Economic, Social and Cultural considerations:
Population: Canada had a diversified population of over 37 million individuals. A company like
Nakshi Katha may benefit from this diversity as it may appeal to a variety of ethnic groups.
Online presence: Take into account the digital demographic in light of the expansion of e-
commerce. What proportion of your target market makes internet purchases? This is particularly
significant for a company that might run both offline and online operations.
Demographic Regions: The populations of Canada's provinces and cities vary significantly.
Determine which age groups are more likely to buy Nakshi Katha products by conducting this
analysis. For instance, young adults and families can like home décor items.
Ethnic Diversity: Multiculturalism is a hallmark of Canada. As these groups may be particularly
interested in Nakshi Katha, think about focusing on populations with a strong connection to
South Asian, Bengali, and comparable cultural backgrounds.
Cultural parties: Keep an eye out for celebrations, parties, and get-togethers that may present
wonderful chances to promote your Nakshi Katha goods.
Income Levels: It's critical to comprehend how income is distributed in target market.
Individuals with middle-class to upper-class incomes who value distinctive and handcrafted
goods may find that handmade crafts like Nakshi Katha appeal to them more.

Major player in the market

A company like Nakshi Katha, which specialises in handcrafted textiles and home design, would
largely face competition from the following in Canada:
Other Handmade Textile and Home Decor Retailers: Nakshi Katha may face direct
competition from companies that sell handmade and artisanal fabrics, quilts, and home
furnishings. These could be small independent shops in the area, online shops, or even big-box
stores with artisanal sections.
South Asian craft importers: Nakshi Katha-like products could be available from shops and
online merchants who import South Asian crafts and textiles, including Indian and Bangladeshi
goods. They might offer a wider selection of goods, yet they might still compete directly.
Online markets: Vendors can sell their handmade goods, such as textiles and home furnishings,
on websites like Etsy and Amazon Handmade. On these platforms, Nakshi Katha will face
competition from other vendors. Larger Canadian home decor merchants may potentially pose an
indirect threat to their market share. Even while they might not sell handcrafted goods, they
frequently have home decor items with a comparable style.
Boutiques with a Cultural Focus: Nakshi Katha products or comparable goods may be sold in
specialty stores that concentrate on goods from certain cultures, such as South Asian and
Bengali.

Trends in the industry

1. Sustainability: Eco-friendly and sustainable fashion remained a big trend, with many
Canadian firms emphasizing eco-friendly production techniques and materials.
2. Athleisure: The trend that combines athletic apparel with laid-back attire has not gone out of
style. Numerous Canadian companies provided fashionable and cozy solutions for athleisure.
3. Canadian Heritage & Iconic Symbols: Clothing designs that feature the maple leaf and other
Canadian motifs are examples of iconic symbols that brands have celebrated.
4. Gender-Neutral Fashion: As a number of Canadian manufacturers embraced inclusivity and
diversity in their collections, gender-neutral apparel and unisex designs became popular.
5. Artisan and Handcrafted goods: Due to their distinctiveness and skill, handmade and
artisanal apparel goods, such as knitwear and accessories, have remained in high demand.
6. Sustainable Outerwear: Eco-friendly and sustainable gear, like winter coats and jackets
made of sustainable materials, were the talk of the town in Canada's colder areas.
7. Monochromatic and Neutral Tone: A lot of apparel was designed with minimalist and
monochromatic color palettes together with neutral tones.
8. Combining Textures and Patterns: To create visually captivating and distinctive
appearances, Canadian designers frequently experimented with combining various textures and
patterns.
9. Digital and E-Commerce Fashion: As e-commerce grew, many Canadian fashion labels had
to change as well.
Government regulations:
laws governing Import and Export: Since we are importing Nakshi Katha goods, we must be
aware of all applicable tariffs and duties as well as customs laws.
Copyright and trademarks: Since our Nakshi Katha designs and branding are original, you
should think about registering a trademark to safeguard our intellectual property. Make sure that
when we use traditional or culturally significant designs, we adhere to copyright rules.
Environmental restrictions: We should be informed of environmental restrictions and disposal
procedures because our firm employs chemicals, dyes, and other materials.
Permits for real Locations: Since we intend to run a real business, we must get the required
permits and abide by the occupancy and zoning laws.
Employment Laws: We must abide by employment laws, which cover things like minimum
wage, work hours, and workplace safety, if we intend to hire staff.
Ensure that our products adhere to Canadian safety regulations for product safety and labelling.
Labelling needs to comply with Canadian legislation, including linguistic requirements.
Consumer Protection Laws: Become knowledgeable about legislation pertaining to product
responsibility, warranties, and return procedures.
Workplace Health and Safety Regulations: We should be aware of these if our company
engages in any manufacturing or production operations.
Online Sales: Since we are selling goods online, you might have to abide by rules pertaining to
e-commerce, such as those governing privacy and online advertising.
Registration of the Business: We must register the business with the relevant provincial or
territorial government agency. Selecting a legal structure (such as a corporation, partnership, or
sole proprietorship) and acquiring the required licenses and permits may be required for this.
Taxes: Recognize the many tax regulations in Canada, such as the Harmonized Sales Tax (HST)
and the Goods and Services Tax (GST). We could have to register for and collect certain taxes,
depending on our revenue.

The Market
Market Segment: Demographic segmentation undoubtedly entails dividing the market into
groups based on the population's particular demographic traits. These demographics can be
crucial for Nakshi Katha in Canada to comprehend and target their clientele. Here's a more
thorough explanation:
Age Range:
Young Adults (18–34): As a distinctive and culturally varied design option for their houses,
Nakshi Katha may be of interest to this group.
Middle-Aged Adults (35–54): Nakshi Katha may be of appeal to this demographic as gifts or as
home décor.
Seniors (55 years of age and older): Nakshi Katha's cultural and artisanal elements may appeal to
seniors.
Gender:
Female: Women are an important target group because they may be more likely to buy textiles
and home decor.
Male: Although they may not be the target market, men who are interested in cultural décor
should not be disregarded.
Income Range:
Lower Income: Nakshi Katha could be a cost-effective approach for them to decorate their
homes with ethnic accents.
Middle Class: A sizable portion of this market may be interested in distinctive home furnishings.
Greater Income: People with higher incomes might value Nakshi Katha's handmade and luxury
features.
Identity:
Communities of Bengali and South Asian descent: People from these groups are more likely to
deeply value Nakshi Katha as a component of their cultural legacy.
Diverse Populations: People that value cultural diversity in their homes and come from a variety
of ethnic origins may find Nakshi Katha appealing.
Location:
Urban Centers: There can be a bigger demand for Nakshi Katha in larger, more diversified cities.
Target markets interested in distinctive, handcrafted décor can be found in rural locations.
Status of Family:
Families with kids: Nakshi Katha is a decor option that can be promoted as family-friendly.
Empty Nesters: Elderly people who have raised their children may have more free time and
money to devote to interior design.
Level of Education:
Higher Education: Those with more education may find Nakshi Katha's artistic and cultural
elements appealing.
Professionals: People who work in professional fields can have more money to spend on Nakshi
Katha merchandise.
Artists & Creatives: Because Nakshi Katha is handmade and artistic, this group may be
especially drawn to it.

Product and Service: Tradition, artistry, and cultural legacy are celebrated via a distinctive
range of products and services offered by "Nakshi Katha," a specialised business that brings the
exquisite art of handcrafted Bengali textiles to Canada. An outline of Nakshi Katha's offerings in
the Canadian market is given below:

Products:
a) Handmade Nakshi Katha Quilts: A vast selection of finely hand-stitched quilts are
available from Nakshi Katha. These ornate and culturally rich quilts are made from
reused sarees and leftover fabric. To improve the look of their home decor, customers can
select from a variety of sizes and patterns.
b) Wall Hangings: These ornamental wall hangings give a sense of elegance and cultural
richness to any place. They are embellished with both classic and contemporary designs.
c) Table Runners & Linens: To enhance dining and entertaining experiences, Nakshi
Katha offers table runners and linens that combine traditional artistry.
d) Customization: Nakshi Katha offers the opportunity for clients to choose from a variety
of colors and designs, or even create a personalized Nakshi Katha product.

Services:
a) Nakshi Katha tells the stories of the craftsmen, their techniques, and the cultural meaning
of each item in her series, Artisanal Storytelling. The products gain authenticity and
cultural richness from this tale.
b) Workshops & Demonstrations: On occasion, Nakshi Katha conducts workshops and
shows to interact with clients and reveal the precise craft of Nakshi Katha production.
c) Online buying: Customers may browse and buy Nakshi Katha products from the comfort
of their homes thanks to the ease of online shopping. To assist clients in making educated
decisions, the website provides thorough product descriptions and photographs.
Market Trends: Canada's Nakshi Katha market trends are a reflection of the nation's changing
business environment and customer preferences. The following significant trends could have an
effect on the Nakshi Katha market:

a) Cultural Appreciation: There is a rising respect for cultural variety in Canada's

multicultural and diversified culture. Nakshi Katha's artisanal and traditional appeal suits
customers who want to add a variety of cultural features to their houses.
b) Eco-Friendly and Ethical Products: The trend right now is sustainability. Products with
ethical and sustainable production methods are attracting more and more attention from
consumers. Nakshi Katha is well-positioned in this trend thanks to its emphasis on
recycled and eco-friendly materials.
c) Handmade and Handcrafted Items: Interest in handmade and artisanal goods is growing
again. This style is catered to by Nakshi Katha's emphasis on traditional workmanship
and elaborate hand-stitching techniques.
d) Customization: A lot of buyers are looking for one-of-a-kind and customized home décor
goods. By allowing for personalization, Nakshi Katha products can draw in a market
niche that appreciates uniqueness.

Implications of risk factors: Starting a Nakshi Katha company in Canada has a number of risk-
related ramifications. Although the company's distinctive value proposition and marketing tactics
play a major role in its success, the following consequences must be taken into account:
Financial Risk:
Recessions and financial crises are examples of economic downturns that can have an effect on
customers' disposable income and, consequently, their propensity to purchase Nakshi Katha
products. It's critical to make sure the company can adjust to changes in the economy and
provides a variety of pricing options.
Risks to the Environment:
Risks associated with climate change, like extreme weather, could affect output and upset the
supply chain. Taking care of consumers' growing concerns about sustainability and
environmental friendliness might provide you a competitive edge.
Health Hazards:
Like pandemics, public health emergencies can cause disruptions to consumer purchasing and
corporate operations. In these kinds of situations, it helps to have an online sales presence and be
flexible enough to adjust to shifting market conditions.
Social Hazards:
Discrimination, inequality, and social instability can influence consumer behavior. Companies
can develop a more resilient brand by adhering to social responsibility and inclusion trends.
Market Dangers:
Pricing, demand, and the stability of the supply chain can all be impacted by market volatility,
particularly in the textile and home décor sectors. A varied selection of products might lessen this
danger.
Environmental Rules and Adherence to Them:

1. Regulations Governing Import and Export: Canada maintains laws governing the import and
export of apparel and textiles, making sure that goods adhere to safety and labelling
requirements.

2. Carbon and Energy Efficiency: Although not specifically pertaining to textiles, Canada has set
goals and rules around energy efficiency and carbon emissions. These have an effect on how
transportation and textile manufacture affect the environment.

3. Initiatives for a Circular Economy: The fashion and textile industries are encouraged to adopt
circular economy concepts by the Canadian government and a number of organizations. This
includes programs to decrease waste, increase recycling and upcycling, and prolong the life of
garments.

4. Chemical Management: To guarantee that textiles fulfil safety standards, Health Canada
controls the chemicals used in textile production. This covers laws governing flame retardants,
colors, and other substances frequently used in the manufacture of textiles.

5. Sustainable Textile Standards: A number of Canadian groups and trade associations support
morally and environmentally responsible methods in the textile sector. Manufacturers and brands
can show their dedication to sustainability and safety by adhering to voluntary standards such as
OEKO-TEX or the Global Organic Textile Standard (GOTS).

The Competition
Competitors and type of competition: The Canadian nakshikatha market is subject to a variety
of sources and types of competition. The following are some possible competitors and types of
competitors for Nakshikatha:
Competitors:
1. Pendleton Woollen Mills: Pendleton is renowned for producing handcrafted goods in addition
to premium wool blankets and apparel. So they will be the direct competitors of NakshiKatha.
2. Hudson's Bay Company (HBC): HBC sells a variety of goods, including as its well-known
striped blankets and an assortment of artisanal and Canadian-made apparel. Hence, this will be a
competitor of Nakshi Katha as well.
3. Roots Canada: Roots is well-known for its fashionable yet cozy apparel, which includes
handcrafted sweaters and other knit items. Therefore, this brand will be a direct competitor of
Nakshikatha.
4. 4 Love Clothing is a brand that specializes in eco-friendly, sustainably created, and
handcrafted apparel and accessories. Thus, they will be Nakshitha’s competitor.
5. Province of Canada: Province of Canada sells handcrafted, ethically manufactured garments
among its many other clothing goods. This brand will be another competitor of NakshiKatha.

Competition Types:
a) Competition in Prices: Some rivals might concentrate on providing less expensive
options in an effort to draw in budget-conscious clients.
b) Differentiation of Products: Rivals may set themselves apart with distinctive designs,
genuine cultural elements, or extra features.
c) Internet Awareness: Effectively competing in the online sphere through SEO, digital
marketing, and client interaction can be a major source of rivalry.
d) Narrative and Brand Reputation: Creating a powerful brand with an engaging
narrative and cultural authenticity might help you stand out from the competition.

Major competitor’s strength and weakness:

Competitor’s Strength:
a) Established Brand Recognition: In terms of trust and recognition, competitors with well-
known brands and a devoted following are at a competitive advantage.
b) Broad Product Selection: Some rivals might have a greater selection of textile and home
décor items, giving buyers more choices.
c) Price Competitiveness: Customers who are budget sensitive may be drawn to rivals who
may provide lower pricing as a result of economies of scale or cost-effective production.
d) Global Reach: Companies might potentially increase their market presence by reaching a
larger client base through their overseas operations.
e) Competitors with expertise in digital marketing are able to interact and reach clients
online in an efficient manner, resulting in increased sales through social media and e-
commerce platforms.
Competitor’s Weaknesses:
a) Cultural Authenticity: Nakshikatha's cultural authenticity and tradition may set it apart
from the competition, making it a valuable marketing point.
b) Handmade & Artisanal Craftsmanship: Nakshikatha distinguishes itself from rivals that
sell mass-produced goods by emphasizing traditional craftsmanship and handmade
techniques.
c) Personalization and customization: Nakshikatha's readiness to provide customization
choices may meet the needs of clients looking for distinctive and customized designs,
which could pose a risk for rivals.
 d) Narration and Cultural relevance: Nakshikatha can effectively utilize its storytelling and
cultural relevance to appeal to customers who are curious about the history and skill that
go into each product.
e) Sustainability and Ethical manufacturing Practices: Nakshikatha's dedication to
sustainability and ethical manufacturing methods fits nicely with the expanding customer
preference for environmentally friendly and socially conscious goods, which may help it
stand out from rivals.
f) Community Engagement: Reaching out to niche markets can benefit greatly by taking
part in cultural events and interacting with the local community.

Competitive advantage:
a) Cultural Authenticity: Nakshikatha's cultural authenticity is its biggest edge over
competitors. Customers can experience a special and significant connection to their South
Asian heritage via the traditional creativity and craftsmanship of Bengalis. Those looking
for genuine and culturally rich décor pieces may find this cultural relevance to be
meaningful.
b) Handmade Artistry: Nakshikatha's painstakingly hand-stitched fabrics and quilts are a
testament to artisanal craftsmanship, distinguishing it from mass-produced substitutes. In
addition to guaranteeing originality, this handcrafted quality draws in customers seeking
premium, one-of-a-kind goods.
c) Customization: Providing clients with the ability to select particular colors, patterns, or
create custom designs strengthens the competitive advantage. This adaptability pleases
people looking for personalized and distinctive home décor.
d) Sustainability and Ethical Production: Nakshikatha's dedication to sustainability and
ethical production methods is a significant competitive advantage in a time of rising
environmental consciousness and conscientious consumption. Customers that value
ethical and environmentally sustainable items can be lured to Nakshikatha.
Entry Mode choice
The entrance mode—a company's plan for entering a foreign market—must be carefully
considered before expanding Nakshikatha into the Canadian market. This is a thorough
investigation of possible Nakshikatha entrance points in Canada:
1. Exportation:
Nakshikatha may participate in direct exporting by offering its goods for sale to Canadian stores
or to customers directly. Control over the supply chain and client interactions are provided by
this strategy. On the other hand, a substantial investment in market research and logistics might
be necessary.
Collaborating with intermediaries such as export agents, wholesalers, or trading organizations
that possess knowledge of the Canadian market represents an additional avenue for exporting.
Although this strategy can make it easier to enter the market, control over distribution and
branding may be compromised.
2. Web-Based Sales:
Nakshikatha has the option to create an online presence via e-commerce sites such as its own
website, Amazon Handmade, or Etsy. This strategy saves money and gives you access to a large
customer base. Success in this manner depends on localization and efficient digital marketing.
3. Collaborative efforts and partnerships:
Shops and distributors: Working with Canadian shops and distributors who focus on handmade
or cultural goods can be advantageous. These collaborators have the ability to reach a larger
audience with Nakshikatha products.
Local Artists and Craft Fairs: Nakshikatha can promote community participation by
collaborating with regional artists and attending craft fairs.
4. Joint Ventures:
In the long run, setting up a franchise model in Canada might be an option. Nakshikatha outlets
may be run by franchisees, guaranteeing dependable brand exposure and market penetration.
5. Permissions:
It is possible to create licensing agreements with Canadian companies that let them to utilize the
Nakshikatha brand and manufacture or market goods under its name. This strategy increases
brand awareness while lowering financial risk.
6. Local Manufacturing:
Nakshikatha may want to think about local manufacture in Canada in order to satisfy client
preferences and lower transportation expenses. Establishing regional workshops or working with
Canadian craftspeople could provide you a competitive edge.
7. Events and Trade Shows:
In order to directly display its products and interact with potential clients, Nakshikatha can
benefit from participating in trade exhibitions, cultural events, and craft fairs throughout Canada.
8. Strategic Cooperations:
Nakshikatha is able to form strategic partnerships with companies or groups that share its moral
and ethical standards. This cooperative strategy can support both parties' expansion and market
penetration.

E-commerce options: In order to successfully launch E-Commerce presence in Canada,

Nakshikatha needs to take into account a number of different platforms and possibilities. The
following are a few well-liked Canadian e-commerce sites for Nakshikatha:

a) Exclusive Website: Establish and manage a unique e-commerce website just for
Nakshikatha. This gives you total control over the design, branding, and user experience.
b) Shopify: A popular e-commerce platform, Shopify provides secure payment processing,
customizable designs, and a number of built-in features for managing an online store. It is
well-liked in Canada and can help Nakshikatha's internet marketing initiatives.
c) Etsy is a worldwide e-commerce platform that focuses on selling handcrafted, vintage,
and distinctive goods. Opening a Nakshikatha store on Etsy gives you access to a sizable
Canadian clientele that is mostly interested in art.
d) Handmade by Amazon: Another online store dedicated to artisanal and handcrafted goods
is Amazon Handmade. Nakshikatha may leverage Amazon's infrastructure and reach a
large client base by listing products here.
e) eBay: Nakshikatha can put its products on eBay, a flexible platform, for fixed-price or
auction-style sales. In Canada, it's a well-known platform for a range of product
categories.
f) Shop on Social-Media: Use social media sites for e-commerce, such as Facebook and
Instagram. Customers can make purchases straight from these networks by integrating
product tagging on Instagram or setting up a Facebook shop.
g) Multiple Channel Marketing: Take into consideration a multi-channel e-commerce
strategy in which Nakshikatha simultaneously stays active on several platforms. This
tactic increases market penetration and broadens the clientele.
Risk Management
Political Factors:
a) Trading Relations: Canada has robust trading ties with a number of countries. Trade
agreements and laws that might have an effect on Nakshikatha's import and export
business should be kept an eye on.
b) Multicultural Policy: Nakshikatha, a company that uses its goods to celebrate ethnic
variety, finds the government sanctioned multicultural policy of Canada to be ideal.
c) Government Assistance: In Canada, small companies and artisans frequently receive
assistance from government programmes. Nakshikatha is able to look into financial and
support options.
Economic Factors:
a) Economic Stability: The economy of Canada is strong and stable, providing a good
business climate. Nakshikatha should be ready for changes in the economy, though.
b) Customer Purchasing Power: Because of Canada's high average income levels, people
have extra money to spend on cultural and decorative goods like Nakshikatha products.
c) E-commerce Growth: Nakshikatha has a sizable online market to enter thanks to Canada's
fast-growing e-commerce industry.
Social Factors:
a) Cultural Diversity: The varied population of Canada embraces and values cultural goods.
Nakshikatha's products are a good fit for this multicultural environment.
b) Events and Festivals of Culture: Canada is home to a number of cultural festivals and
events. By taking part in these events, Nakshikatha can interact with the community and
promote its products.
c) Consumer Awareness of Sustainability: Consumers in Canada are becoming more aware
of ethical and sustainable production methods. Nakshikatha's adherence to these
principles is in line with societal developments.
Technological Factors:
a) E-commerce Platforms: We can increase online sales and reach a wider client base by
utilising e-commerce platforms such as Shopify, Etsy, and Amazon Handmade.
b) Digital Marketing: Nakshikatha can benefit from the use of social media marketing, SEO,
and online advertising as effective digital marketing techniques to promote its brand and
products online.
c) Mobile Shopping: Nakshikatha should make sure that its website and online presence are
mobile-friendly as the industry for mobile commerce expands.
Legal Factors:
a) Import laws: In order to guarantee a seamless product entry, Nakshikatha must abide by
all Canadian import laws, including those pertaining to customs paperwork, tariffs, and
safety requirements.
 b) Consumer Protection Laws: Return policies and warranties are governed by consumer
protection laws in Canada. Nakshikatha is responsible for ensuring adherence to these
rules.
c) Intellectual Property: Nakshikatha's intellectual property must be protected by registering
trademarks and copyrights in order to preserve its distinctive designs and cultural
patterns.
Environmental Factors:
a) Sustainable Practices: Nakshikatha's usage of recycled materials and ethical production
methods is consistent with the focus on eco-friendly and sustainable products.
b) Climate Considerations: When developing and promoting its products, Nakshikatha
ought to take Canada's climate into account. For the chilly Canadian winters, it can, for
instance, provide things with a winter motif.
c) Resource conservation: By using materials and dyes responsibly, Nakshikatha products
may uphold environmental responsibility and appeal to customers who care about the
environment.
It is imperative that Nakshikatha comprehends and adjusts to these political, economic, social,
technological, legal, and environmental concerns in order to successfully enter the Canadian
market. Nakshikatha can effectively position itself and meet the requirements and expectations of
Canadian consumers while adhering to local legislation and conventions by matching its
products and strategy with these concerns.

Sales and Marketing Plan

a) Customers:
Target Market: Determine who your ideal clients are. In Canada, Nakshikatha might appeal to
people who value sustainability, handcrafted textiles, and cultural décor.
Market research: To comprehend Canadian consumers' tastes, demographics, and purchasing
patterns, conduct market research.
Market segmentation: To customize marketing techniques, divide the Canadian market into
groups according to income, cultural background, and age.
Client Personas: To comprehend the wants, needs, and pain points of your target market, create
thorough client personas.
b) Suppliers:
Local Craftspeople: Form connections with regional craftspeople in Canada to work together or
get supplies.
Suppliers of Fabric and Materials: Locate trustworthy vendors for any materials required in
the creation of Nakshikatha goods.
Logistics Partners: To guarantee the prompt and effective transportation of goods throughout
Canada, collaborate with reputable logistics companies.
c) Promotion and Advertising:
Online Presence: To highlight Nakshikatha items, develop a user-friendly, authentically cultural
website with e-commerce features.
Social media: Use sites like Facebook, Instagram, and Pinterest to convey stories and promote
products visually.
Content Marketing: Create interesting and educational films and blog entries that highlight the
cultural value of Nakshikatha items as part of your content marketing strategy.
Email marketing: Create a list of subscribers so you may communicate directly with them about
sales, new product announcements, and cultural insights.
Participation in Events: Showcase Nakshikatha items by going to craft fairs, cultural festivals,
and other events.
d) Collaborations:
For cooperative marketing initiatives, team up with regional artists or influencers.
e) Pricing and Distribution:
Pricing Strategy: Establish a price that strikes a balance between the target market's
affordability, the targeted profit margins, and the cost of manufacturing.
Distribution Channels: Look into both offline and online options. Utilize websites such as Etsy,
Amazon Handmade, Shopify, and take into account regional boutiques and cultural businesses.
Wholesale Opportunities: Get in touch with nearby merchants who might be keen to stock
Nakshikatha items.
f) Logistics:
Supply Chain Management: Make certain that the processes for obtaining raw materials and
shipping completed goods are streamlined and dependable.
Effective inventory management techniques should be used to prevent stockouts and overstock.
Shipping and Delivery: To guarantee a secure and prompt delivery to clients, collaborate with a
reputable courier or shipping firm.
g) Customer Service Policy:
Quality Assurance: Stringent quality control procedures are used to guarantee the calibre of
Nakshikatha products.
Return Policy: In accordance with Canadian consumer protection legislation, set up a
reasonable, accommodating, and customer-friendly return policy.
Customer service: Provide courteous and prompt customer service by phone, chat, email, and
other channels. Customer input should be actively sought out and utilized to enhance goods and
services.
Cultural Sensitivity: Educate customer support agents on the importance of Nakshikatha
products and how to be sensitive to cultural differences.
Maintain a close eye on the effectiveness of the sales and marketing plan and make necessary
adjustments to ensure Nakshikatha's continued expansion and prosperity in the Canadian market.

Operating Plan
The smooth operation and prosperity of Nakshikatha in Canada depend on the development of an
efficient operational plan. This plan describes the management and operations of the business.
When creating an operating strategy, keep the following points in mind:
1. Legal requirements and the structure of the business: Establish Nakshikatha's legal structure,
such as a corporation, LLC, partnership, or sole proprietorship. A business must be registered and
all legal requirements—such as obtaining business licences and permits—must be met.
2. Setting and Amenities: Choose if Nakshikatha will run mostly online or from a physical space,
like a workshop or storefront. If necessary, set up a home office, workshop, or warehouse in
appropriate space.
3. Managing Inventory and Suppliers: Find material suppliers and build connections with them.
To efficiently track and manage stock, put inventory management procedures into place.
4. Development of Products and Quality Assurance: Make sure that product designs reflect both
cultural authenticity and market demand. Put quality control procedures in place to ensure that
product quality remains constant.
5. Methods of Production: Describe the design, stitching, and finishing steps involved in the
creation of Nakshikatha items. Make effective use of resource allocation and streamline
manufacturing processes.
6. Cost Control and Pricing: Establish profitable and competitive pricing strategies while taking
market trends and manufacturing costs into account.
7. Marketing and Sales: Employ marketing techniques to connect with the intended audience,
emphasizing social media, online marketing, and local events. Create marketing plans and sales
channels for Nakshikatha products as well as sales strategies.
8. Online Sales and Marketing: Keep up a successful e-commerce website to facilitate online
sales and guarantee a flawless purchasing experience. Include safe payment methods and allow
clients a range of payment choices.
9. Client Support and Service: Create a policy for customer service to deliver top-notch help and
support. Customer care agents should receive training on how to respond to questions,
comments, and complaints.
10. Supply Chain and Logistics: Make that all supply chain and logistics are handled effectively,
including supplier coordination, inventory replenishment, and shipment.
11. Administration of Finances: Create financial procedures for financial reporting, budgeting,
and bookkeeping. To keep your finances stable, keep an eye on your cash flow, revenues, and
expenses.
12. Adherence to Rules and Guidelines: Respect all applicable Canadian laws and regulations,
especially those pertaining to consumer protection and taxes. Keep abreast of any regulatory
developments that can affect your company.
13. Development and Extension: Create a long-term growth plan that could involve working with
other companies, breaking into new markets, or extending your product lines.
14. Resources Human: Employers and craftsmen should, if applicable, be hired and managed
with attention to training, development, and human resource demands.
15. Safety and Health: Respect health and safety laws and make sure that workers and artisans
are operating in a safe atmosphere.
Nakshikatha can effectively manage company operations, maintain product quality, deliver first-
rate customer service, and more by developing a well-defined operational strategy.

Human Resource Plan

Creating a Human Resource (HR) plan is crucial for Nakshikatha in order to manage staff and
promote a healthy work environment. Key personnel, HR policies and processes, and other
important components to take into account in the HR plan are as follows:
Key Employees:
Creator/Owner:
Managing the strategy, decision-making, and general business operations are among your
responsibilities.
 Qualifications: Knowledge of cultures and business management.
Coordination of artisans and production manager:
 Oversee the production process, which includes quality control, stitching, and design.
Qualifications: artisan coordination, quality assurance, and textile knowledge.
Manager of Sales and Marketing:
Create and carry out marketing and sales strategy as part of your responsibilities.
Qualifications: Knowledge of cultural and sustainable issues, proficiency in sales and marketing.
Customer Support Employee:
Accountable for:
Responding to questions and concerns, offering assistance to customers.
Qualifications: Product knowledge and excellent communication abilities from Nakshikatha.
Manager of Finance and Accounting:

In charge of budgeting, financial reporting, and financial management.

Qualifications: Proficiency in accounting and finance.
Web developer/manager of e-commerce:
Keeping the e-commerce website up to date and optimized is your responsibility to guarantee
seamless online transactions.

Qualifications:
Experience with e-commerce platforms and web development.
HR Guidelines and Practises:
Hiring and Orientation:
Create a hiring procedure to draw in qualified craftspeople and workers.
Establish a thorough onboarding program to introduce the culture and values of Nakshikatha to
new employees.
Training and Development for Employees:
Provide employees with continual training and development opportunities to enhance their
abilities.
Salary and Perquisites:
To draw and keep talent, offer benefits and compensation that are competitive.
Performance Assessment:
Conduct performance reviews on a regular basis to give opportunity for improvement and
feedback.
Inclusion and Diversity:
Encourage a varied, welcoming, and inclusive work environment that honors many cultural
viewpoints.
Safety and Health:
Make sure that workers and craftspeople have a safe and healthy workplace.
Handling Conflicts:
Create a procedure for handling disputes and complaints from clients and staff.
Working-Life Harmony:
Encourage work-life balance by, if at all possible, providing flexible scheduling.
Cultural Awareness:
Employees should get cultural sensitivity and awareness about the significance of Nakshikatha.
Sustainability and Ethics Code:
Promote and uphold a strict code of ethics and environmentally friendly behaviors that are
consistent with Nakshikatha's core principles.
Procedures for Termination and Exit:
Provide precise guidelines and protocols for terminating employees and conducting exit
interviews.
Data protection and confidentiality:
Establish policies for managing sensitive company information and customer data.
Nakshikatha can establish a productive and positive work environment and guarantee that the
company is in line with its operational, ethical, and cultural objectives in Canada by putting these
HR policies and processes into place and identifying important personnel

Action Plan
To introduce Nakshikatha in Canada by 2024, a well-organized action plan is necessary. Here's a
step-by-step manual to assist you in completing this procedure:
1. Market analysis (2023–2024):
To comprehend the Canadian market for cultural products and home décor, we will do extensive
market research. Determine the preferences of our target market as well as the rivals in the
industry. Ascertain which Canadian cities or provinces hold the greatest promise for our goods.
2. Compliance with Laws and Regulations (2023-2024):
To operate in Canada, a business must register and acquire the required licenses and permissions.
We will make sure that import and customs rules, consumer protection legislation, and
intellectual property rights are all followed.
3. Quality Control and Product Development (2023–2024):
We will work together with regional material suppliers and craftspeople. Provide a line of
products that appeals to the cultural and aesthetic tastes of the Canadian consumer. To ensure
constant product quality, put in place strict quality control procedures.
4. Setting Up an E-Commerce Platform (2023-2024): Will make an e-commerce website that is
both user-friendly and culturally authentic. Will make sure the website has secure payment
channels and is mobile-friendly.
5. Branding and Marketing in 2023-2024: Will create a captivating brand identity for
Nakshikatha that is sensitive to cultural differences. Will Develop a content marketing plan that
informs consumers about the cultural relevance of your offerings. Will create a social media
presence and begin fostering an online community.
6. Online Sales Strategy 2023-2024: Will Post our products to online stores like Amazon
Handmade, Etsy, and Shopify. Will use digital marketing and SEO techniques that work to
increase website and online store traffic.
7. Regional Partnerships (2023–2024): Will work together on events and promotions with
regional artists, craftspeople, and cultural institutions. Take part in craft fairs and cultural
festivals to exhibit Nakshikatha items.
8. Cost and Dispersal (2024–2025): Establish lucrative and competitive pricing strategies.
Investigate offline and online distribution options, such as regional boutiques and cultural shops.
9. Inventory Control and Logistics (2024–2025): Assist dependable logistics companies to ensure
prompt and effective delivery across Canada. Will use efficient inventory control to prevent
stockouts and overstock.
10. Feedback and Customer Service (2023–2024): Create a customer service policy that provides
accommodating and supportive assistance.
11. Development and Growth Through 2024 and Beyond: Analyze the company's performance
and modify plans in response to feedback from the market. Look at long-term options for product
line expansion, market expansion, and franchising.
Appendix
Financial Plan:
We will price our Nakshi Katha ($70) Projected Estimate of Cashflows in the First 5 Years in
Canadian Dollar.
Year 1:
• Sales Revenue: $300,000
• Cost of Goods Sold: $150,000
• Gross Profit: $150,000
• Operating Expenses: $50,000
• Net Income: $100,000
Year 2:
• Sales Revenue: $450,000
• Cost of Goods Sold: $225,000
• Gross Profit: $225,000
• Operating Expenses: $75,000
• Net Income: $150,000
Year 3:
• Sales Revenue: $600,000
• Cost of Goods Sold: $300,000
• Gross Profit: $300,000
• Operating Expenses: $100,000
• Net Income: $200,000
Year 4:
• Sales Revenue: $750,000
• Cost of Goods Sold: $375,000
• Gross Profit: $375,000
• Operating Expenses: $125,000
• Net Income: $250,000
Year 5:
• Sales Revenue: $900,000
• Cost of Goods Sold: $450,000
• Gross Profit: $450,000
• Operating Expenses: $150,000
• Net Income: $300,000
Note: Please be advised that the financial plan is predicated on the assumption that over the first
five years of the Nakshi Katha business's existence, sales revenue will grow consistently.
However, it's crucial to recognize that actual results may vary for a variety of reasons, including
changes in the market environment, difficulties in the competition, and operational problems.

Reference

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Consultant, Fashionnovation, & Plates. (2022). Nakshi Kantha: History, Uses and
Current Condition. Retrieved from https://textilelearner.net/nakshi-kantha-history-uses/
2. Nakshi Kantha. (n.d.). Retrieved from https://en.banglapedia.org/index.php
3. Shishir, N. N. (2022). Traditional embroidery evolves with changing climate and tastes in
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evolves-with-changing-climate-and-tastes-bengal/?
gclid=Cj0KCQjwhfipBhCqARIsAH9msbljH
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https://phantomhands.in/journal/the-practical-magic-of-the-nakshi-kantha-a-brief-
introduction
5. Zawad, A. S. (2020). The Beautiful Nakshi Kantha And Its History. Retrieved from
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