Sughar - Pakistan's First Ever Rural Women Fashion Brand

Company Website

https://www.facebook.com/SugharWomen

Phase

: Post-Launch

Company Description

Sughar [English Translation: Skilled and Confident Woman] is a Social Enterprise working in tribal areas of Pakistan to End the Custom of Honor Killings by providing socio-economic empowerment to tribal women.

Sughar employs a unique strategy to fight this custom, by instead of standing against the traditions and values, it embraces the beautiful customs and using the traditional art of embroidery unleashes the potential of women using their Skill as a tool to create businesses and enable tribal women to become entrepreneurs.

Sughar launched Pakistan’s first ever rural women Fashion Brand for tribal women to ensure that the traditional embroidery made by these women gets the space it deserves in the fashion industry of Pakistan and the stylish trendy Hand Bags made by these women are sold around the world not with a notion to sympathize with them but to let the customer feel proud and lucky to have received a unique piece of art to which she is ready to pay a generous price!

BUSINESS STRATEGY

With already implemented and successful attempt of creating a Wage Structure for Sughar, we have made it possible to create the impact needed also taking care of sustainability.Sughar Brand plans to be fully Sustainable within 3 years as the current models serves to increase the profit and demand by both sides, scaling in more villages and reaching in more more markets. Sughar is very scalable while still focusing on the impact quality, as each village that we work in has its own Sughar Center with three local facilitators from that village and their market needs met separately. The main marketing tools we are using are creating core channels of marketing at national as well as International level. Currently within a few months we have been able to sign the deals with companies willing to sell our products in UK and USA, while the next target is Australia. We are also selling online and using social media to increase brand awareness and hold events to engage people in our work.

Team (including key partners)

Khalida Brohi: Program Leader (7 years of experience in Activism and Entrepreneurship) Hafiza Pirzada: Program Officer, (11 years in development sector & enterprise) Qadafi Soomro: Male Mobilizer, (5 years in community development) Sumera Baloch: (5 years in skills development & community Mobiliz )

Discussion

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