PROJECT DHARAVI
Empowering the People
Case Study : Social Venture
OBJECTIVES AND GOALS
Dharavi, where more than a million people live within a 500 acres of land is one of the biggest slums in the world situated at the heart of Mumbai city. Although the annual income generated by the small industries annually is over a billion dollars, 80% of the population falls in poverty or below poverty level. Industries of all kinds - leather, pottery, plastic recycle, paper, garment, food and jewelry can be found here, most of which are operating from a single room factory.
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The main objective of this research was to understand the struggles of the self made entrepreneurs - the reasons for why they are unable to grow their business and based on the findings suggest appropriate recommendations for a social venture.
Key Questions:
Observe and understand user's current business model
Identify internal and external factors that impact the business
Identify needs and opportunities to grow business
METHODOLOGY
The profiles included workers, self employed workers, owners and dealers which were carried over a period of three weeks.
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Secondary research : documents, articles, reports
Primary research : 15-20 mins in person interviews, street intercepts, ethnographic
Analysis : comprehensive analysis of the interviews conducted
Opportunity mapping : brainstorming and white boarding sessions
4
Ethonography
47
Total Interviews
31
One on one Interviews
12
Street Intercepts
RECRUITING
Demographic: workers, business owners, dealers
Gender: 50/50
Age: 19 - 58 years
Ethnicity : Mix
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DRESS MAKER
"I have no dealer or employer, so I manage on individual sales. Since I have to manage the shop as well as make dresses myself, I am confined to this shop and cannot reach to a larger market"
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EXPERIENCES THEY SEEK
PROBLEM
Manufacturers are exposed to limited market
Lack of relationship with whole sale retailers
Lack of price competitive advantage
OPPORTUNITY
Manufacturers can supply goods at low cost
Experience in manufacturing and timely large scale delivery
Established processes
Low cost worker
SOLUTION
Establish relationship with small retailers
Price and quality as competition
KEY PERSONA
BINDU
Age : 27
Occupation : Jewelry Maker
Monthly Income : Rs. 8000
Average working hours / day : 10 hours
Monthly saving : Rs. 4000
Major spending : Housing and medical savings
Bindu moved to Dharavi when she got married. She has two children aged 2 and 4. She lives in a traditional household. Her husband work in a leather factory. Since her in-laws do not let her work from a factory, she has been working with her neighbor in making artificial and metal jewelry. She is very skilled and innovative with her designs. She is able to make around 10-15 pieces everyday. However since their shop is located in the interior parts of Dharavi, getting a steady flow of customers becomes difficult for them. Through word of mouth, she has been able to find few dealers who like to place orders for bulk but it is not consistent. She wished there was more security for everyday customers.
