Now, Kudumbasree logs in to e-commerce

The Keralite’s passion for shopping is thriving online. And tapping this potential of accelerated online engagement will now be the Kudumbasree mission, which is set to float a women-friendly portal providing home delivery service to its customers.

In a unique initiative, the Kudumbasree Mission in Ernakulam will launch an e-commerce initiative that has artificial jewellery and women’s apparels as its products. The project, to be operational within the city limits from Monday onwards, will be expanded to other municipalities in the district in later stages.

“Launched as part of our 16 anniversary celebrations, it aims to integrate the channels for marketing to women and cash in on the advantage of developing products that speak to their needs and improve their lives,” said Tani Thomas, district coordinator, Kudumbaree Mission.

The jewellery will be marketed under the brand name Tanmaya and the apparels as Anneha, which may be purchased through individual web-portals to be established by the respective groups.

To initiate the project, the Mission has selected two groups of 50 women each, who were given special training in jewellery making and apparel designing. Further, a supply network comprising Kudumasree units will be formed to carry out the delivery service.

“Based on the rate of success, we also plan to establish a consortium of the product manufacturers and a dedicated web-portal for placing order with convenient payment options such as debit and credit cards,” Ms. Thomas added.

Alongside, the process of reaching out to consumers and marketing strategies will be revised from time to time to make the initiative a success.

Apart from the internet, orders may be placed over phone or directly at the exhibition halls to be opened in the city at various locations.

In addition to the e-commerce venture, the district Kudumbasree Mission is also implementing a skill and placement programme for women in the age group of 18- 35.

Further, it will also expand its bank linkage programme to the entire district and open a state-of the-art wellness centre in Thrikkakara, sources said.