Case: Sasha India
Sasha is a cooperative in Kolkata (Calcutta) India. They are a leading supplier of Fair Trade products to many countries worldwide such as Japan, Dubai, USA en Europe. Sasha did not have its own brand. The products went under ‘privat label’ into the stores via national fair trade organizations. The Branding in the South program wants to change this. The programs goal is to develop brands based in upcoming and developing markets such as India.
A team of 4 senior consultants/entrepreneurs has supported pilot brand projects in Asia, Africa, South America. Jack Stroeken guided Sasha for 4 years until their introductie in Paris.
Sasha developed its own brand, premium assortment and brand communication. Within the cooperative and with de local producers positioning workshops, internal branding and education were conducted. The program lasted 4 years. The collection was introduced in Paris. Sasha now is a leading Indian supplier in fair trade products and is proud of its own fair brand. See www.brandsasha.com.
