• Home
  • Search
  • Aavaran: creating niche through contemporary traditional textiles
  • Cite Icon3
  • https://doi.org/10.1108/eemcs-aug-2012-0143Copy DOI Icon

Aavaran: creating niche through contemporary traditional textiles

Show More
  • Abstract
  • Literature Map
  • References
  • Citations
  • Similar Papers
Abstract

Subject areaMarketing.Study level/applicabilityThe case is aimed at Business Administration students.Case overviewUdaipur based Aavaran – the echos of rural India – is a concept by COS-V, a leading non-governmental organization (NGO), which aims at connecting the tribal women of rural India with the mainstream. The NGO, set up in 1988 by Smt. Girija Vyas, was initially involved in imparting vocational training to the rural poor. Later, COS-V was taken up by Alka Sharma, a graduate from the Indian Institute of Crafts and Design, Jaipur, who completely changed the direction of the NGO. Her interest in textiles and crafts led to the genesis of the concept “Aavaran”. Aavaran is a retail outlet which was opened with a vision to provide the Indian market with traditional yet contemporary textiles and clothing. It offers a collection of women's and children's clothing and home textiles using a variety of traditional textiles and crafts. It is an artisan driven concept where the supply chain incorporates the essence of Indian textiles and crafts at every level. From the dyeing, printing, sampling and assembly of garments everything is done by the local women trained by COS-V with the support of DC-Handicrafts. The raw materials – the textiles, grey fabrics, etc. – are sourced directly from the rural weavers and artisans across India. The case study discusses how Aavaran developed the unique positioning of a retail platform for contemporary products made from traditional techniques, skills and hand-based processes; how it could revive the diminishing arts of Dabu and Phetia and how it carved a niche through its channelized marketing efforts.Expected learning outcomesThe case will familiarize management students with the concept of niche marketing with Udaipur based firm Aavaran as an example which developed a unique positioning through its traditionally developed products. It will also acquaint students with a basic understanding of a supply chain with a cooperative firm in focus.Supplementary materialsTeaching notes are available for educators only. Please contact your library to gain login details or emailsupport@emeraldinsight.comto request teaching notes.

Similar Papers
  • Research Article

IMPLEMENTING THE NAXI ETHNIC CLOTHING ELEMENTS IN MODERN OUTFIT DESIGNS

  • Dec 18, 2023
  • Jurnal Gendang Alam (GA)
  • Qiu Qilu +2
  • Research Article

Influence of Various Factors on the Development of Karawo Traditional Textiles in Gorontalo Province, Indonesia

  • Jul 03, 2023
  • Mudra Jurnal Seni Budaya
  • Hasdiana +3
  • Research Article
  • Citations3

GEOGRAPHICAL DISTRIBUTION OF FABRIC WEAVING IN ANATOLIAGEOGRAPHICAL DISTRIBUTION OF FABRIC WEAVING IN ANATOLIA

  • Feb 28, 2021
  • Idil Journal of Art and Language
  • Hatice Feriha Akpınarlı +74
  • Research Article

ХУДОЖНЬО-КОМПОЗИЦІЙНІ ОСОБЛИВОСТІ ДИТЯЧОГО КОСТЮМУ У КОЛЕКЦІЯХ ВИСОКОЇ МОДИ ХХ – ПОЧАТКУ ХХІ СТ.

  • Feb 03, 2020
  • Art and Design
  • О Д Герасименко +4
  • Book Chapter
  • Citations1

Rural Industrialization in Developing Nations and Gender

  • Jan 01, 2001
  • International Encyclopedia of Social & Behavioral Sciences
  • P Arias
  • Conference Article

Transformation of an Area with Industrial Buildings in the Ottoman Empire in the 19th Century: İstanbul, Zeytinburnu

  • Sep 10, 2025
  • Tuğçe Darendeli +1
  • Research Article
  • Citations16

Optimization of the Dyeing Process and Prediction of Quality Characteristics on Elastic Fiber Blending Fabrics

  • Jun 30, 2008
  • Polymer-Plastics Technology and Engineering
  • C.-F J Kuo +3
  • Research Article
  • Citations1

The Reflection of Patterns and Clothing Forms of Various Cultures on Contemporary Clothing Design; The Peruvian Example

  • Mar 30, 2021
  • IBAD Sosyal Bilimler Dergisi
  • Çimen Bayburtlu
  • Book Chapter
  • Citations7

Contesting private sustainability norms in primary commodity production: norm hybridisation in the palm oil sector

  • Oct 04, 2016
  • Helen E S Nesadurai
  • Conference Article

Exploring the use of feathers in traditional handloom

  • Jan 01, 2024
  • W.D.J.N Shenith +2
  • PDF
  • Research Article

The meaning of the Kapiri Kame tradition and its use for education and tourism in Central Papua

  • Oct 31, 2023
  • KEMBARA Journal of Scientific Language Literature and Teaching
  • Adolina Velomena Lefaan +2
  • Research Article
  • Citations21

Preparation and enhanced supercapacitance performance of carbonized silk by feeding silkworms MoO2 nanoparticles

  • Sep 11, 2020
  • Materials & Design
  • Jianwei Liang +9
  • Single Report

MİKROPLASTİKLER, ENDOKRİN BOZUCULAR VE ÇEVRESEL ETKİLERİ

  • Jun 10, 2024
  • Front Matter
  • Citations2

Are We Really Addressing the Core of Children’s Environmental Health?

  • Oct 01, 2009
  • Environmental Health Perspectives
  • Nsedu Obot Witherspoon
  • Research Article
  • Citations41

Home-based care for people living with AIDS in Zimbabwe: voluntary caregivers' motivations and concerns

  • Dec 01, 2009
  • African Journal of AIDS Research
  • Alexander Rödlach
Cactus Communications logo

Copyright 2026 Cactus Communications. All rights reserved.