Mother Earth

The New Brand

Industree has successfully joined the artisan to the market in its first phase of growth through its work in natural fibres. Their success has set them on an upward trajectory to the next phase of growth. Industree is now on a significant scale up, which involve external investors. This endeavor involves the launching of a new multi-brand retail presence, in India. The new venture will create lifestyle products, organic foods and garments combining a local flavour with contemporary sophistication. Environmental integrity will be key to all their products.

The new brand will source from producer groups it has developed and these producers will be encouraged to take shares in Industree. If they have surplus production capacity, they will be encouraged to supply to external markets using different designs.

ICF will fulfill its mandate of its 'non-profit' role by taking on producers to create market potential for the new brand, through design, skill training, infrastructural support, internal group management and working capital creation inputs. The ICF margin will be included as product cost. In year one it projects that it will help supply upto 50% of the revenues of Industree.

While the social intent of the new brand will stem from Industree, there will be a special emphasis on 'producer empowerment'. Industree will monitor and communicate this value to its customers. It will have a special branding exercise to develop promotional materials and packaging that will give the customer clarity on who will benefit from their spending.