Setting sale in the winter - of goodwill and cheer

All year long, while the women knitted away, we knew that we now had to start selling our products. We had already done a Tupperware and sold to all of our friends and family. Suddenly buying birthday gifts was no longer difficult – everyone just got a muffler or stole or something from Craft for Life (CFL). Along with a little feel good speech on what we were doing.

Then suddenly it was November. The anniversary of the first year of Craft for Life. An entire year had gone by and it came home to us that this, this was here to stay. No longer was it a social experiment or a cause that made us feel we were doing something ‘worthy’. There were no more doubts about whether women in these situations would sway to pressures, be intimidated by their families and give up. The number of women was growing, and many of them had been regular over the year. They’d been knitting all year, and unless we sold their products, they would see none of the money for the efforts. The financial empowerment we’d been trying to create would be just another big and fancy term.

So in December, we got in gear. Our first break came from the KCA, a Mangalorean community organisation that my dad is a big part of. They have a Christmas social every year, and this year they generously let us have a stall there. It was our first big sale. I spent the morning at print express making posters and printing leaflets. Bindu started her series of pep talks to the women, telling them they had to come and take responsibility. For many of them, leaving the house at night, and coming home after midnight (which is how long the KCA social would go on for) needed them to take a stand. For them to take a stand, they had to be convinced of how much they would gain from this. In the end – would it be worth them taking the risk of ticking off an irate husband? Or would it be worth their neighbors talking ill of them for coming home at such late hours? I went on a scavenger hunt for things we could use as POP – point of purchase displays. In my parents house I found a hatstand, and a bunch of antique large cauldrons.

The evening arrived, and along with three ladies, we set up shop at the KCA social. It was a posh affair, and so well organized. Everyone wore red, or green, or a festive colour. Gentlemen in suits, women in very sophisticated pantsuits, elegant sarees or salwars. And they lived up to the Christmas spirit. Initially we had a bit of a quiet time, but later things picked up didn’t stop. When people came by to stop and see, they never left without a word of encouragement, appreciation and a stole or two. To the ladies, this was a slice of life they had never seen before. This was exposure to a whole other world – a world of opportunity and goodwill. A peek into how different life could be. This was the first week of December.

I don’t know if it was just fate, or divine intervention after this, but in the following weeks, sales came our way. I know what it was. It was people. People believed in us. Who wanted to help. Bindu’s hairdresser, told another client of hers about CFL. Her husband, Neppo Cruz is a member of the Catholic Club. So we got a stall at the Catholic Club Xmas Bazaar for four days. And then at Bishop Cotton’s girls college. And then at Ascension Church. (Thanks Neppo!) And at Ascension Church we met a family friend of mine, who studies in St. Joseph’s college. He talked to his teachers, his principal and got us permission for a stall there too. Unfortunately we couldn’t mobilize in time, and still feel really bad about this. (Sorry Dennis!)

It was truly a Christmas miracle. How so many people who we hadn’t known or met in a while came together to make these sales happen. And what’s the most important is the difference they made by that one phone call, that reference, that introduction that opened up opportunity for us. The profound part of this, at least for me – is that they believe in CFL. Enough to go out on a limb, convince others, in fact, take on the advocacy for our cause.

We are not alone. This post is a heartfelt thank you to everyone who made this happen. As to what exactly you made happen, watch for the next post.

The craft for life voice

As I started this blog, I wondered who would be the best 'voice' for it. I'm not the hero here. I don't go every week and work with disadvantaged women. I go to work every day, struggle with deadlines, politics, too few people, too much work, and the lingering thought at the end of the day - to whom does this really matter? So I thought, maybe Bindu - the person who meets these women, understands their lives, their triumph to make a mere extra 200 rupees - maybe she was the best voice for this.

But before i begin, let me tell you about it. This is my 'marketing introduction', but it will do for now.
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'Craft for Life' is an informal self help group for disadvantaged women. These are women of spirit. Uneducated, yet with a philosophical wisdom. Resigned to unreliable husbands and unsupportive families, they work several jobs a day, usually as domestic help or day laborers to make ends meet. Yet, they are not unhappy.

They are determined. Unafraid of hard work and long hours. Willing to spend the extra hour a day on a skill that they know will help lift their children out of the vicious cycle of poverty.

They meet every week to learn skills that will help them supplement their income, and learn ways of earning more through their skills. The group began with learning to knit, and started producing simple woolen products such as mufflers and children's sweaters. In less than six months, they have grown, by simple word of mouth, to around 40 women.

The system is simple - they earn the full price of any product they make that sells.
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I came to the conclusion that she wasn't the best choice to be the 'voice' of this blog. I am. Because even with my limited involvement, I'm inspired by what they do. I believe that even if all I'm doing is buying one of their products, I'm making a difference. I'm inspired by the story of how one of their girls managed to buy her own watch. I'm inspired by the story of how one woman was able to buy her grandson school books with the extra 200 rupees she made. I'm inspired, just by hearing about it.

And like me, you too, are probably struggling with a corporate job, family, finances, or the everyday things that you do that seem to take up all your time. Like me, you too, probably wonder if there's a 'time' or a 'purpose' or something, anything... that gives you the satisfaction of really making a difference.

So like me, you too will be inspired just by hearing about it.

Keep in touch!