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  • Q. What does Arunim aim to achieve?

    Ans.Our primary objective at Arunim is to build bridges between producers and markets. We identify training and market opportunities for our members and help them build platforms through which they can reach their customers and provide them exactly the products they’re looking for.

    • For our members we provide the following services:
    • Help redesign/redefine their existing products and services to meet market expectations
    • Identify new business opportunities for our members by constantly keeping our fingers on the pulse of the market
    • Identify and select core products and services with great potential to consolidate under our brand “ARUNIM” and market them via various channels
    • Capacity building among member organisations to help improve efficiency, marketing skills, optimise production and consequently, achieve their goals

  • Q. What challenges do you face in marketing the products and services of your members?

    Ans.Although many of our customers buy our products and services because they can identify with the cause, eventually, every product and service has to meet certain market standards and requirements.

    Our products and services, whether they are being promoted under the aegis of the brand name “ARUNIM” or independently, have to be redesigned and refined using conventional as well as out-of-the-box entrepreneurial approaches. They need to be competitive and meet market expectations.

    The following are some of the challenges we meet at Arunim in order to make the products and services of our members viable for the market:

    • Lacking standardisation: The products and services need to compete with the best in the market in terms of quality and design
    • Lacking market positioning: Need to identify and highlight the USP of the product or service being offered
    • No price uniformity: Different NGO members and organisations offer similar products and services at varying prices causing confusion and disparities
    • Lacking attractive packaging: Packaging these days is as important as product quality and our member organisations lack skills and aptitude for attractive and market-oriented packaging
    • Lacking advertising collateral: The most overwhelming benefits of products and services being offered need to be highlighted with complimentary advertising material and this is often beyond the reach of our members
    • Lacking technologies for timely and mass production: Machines and technological tools are required to meet many of the market demands (for instance, producing branded carry bags for retail stores on a larger scale), which are beyond the reach of small scale independent workshops and individuals
    • Lacking market reach: It requires lots of funding and supply channels to reach the buyers who are actually looking for products being offered by our members. In most of the cases our members cannot reach the right markets

  • Q. What useful tips would you like to share with organisations involved in product manufacturing and marketing?


    • Make products and services compatible with contemporary market demands
    • Gather and analyse market intelligence to enhance commercial viability of existing products and services being offered through sheltered workshops
    • Conduct competitive analysis and make design and production changes accordingly
    • Leverage collective strengths of individual members by coalescing into an enterprise. Meeting market demands and adapting to new business environments is always easier and more effective as well-organised enterprises rather than working as separate, smaller, individual units
    • Upgrade current production processes and technologies to bring them at par with market demands
    • Involve professionals for training, support, design and marketing
    • Become ARUNIM members for guidance and capacity building

  • Q. Where does Arunim see itself a decade from now?

    Ans.We see Arunim as the preferred brand by both customers as well as producers under which product and service qualities meet market expectations and viable business partnerships can be initiated at a sustainable level. Arunim aims to become a business brand that bridges the gap between demand and supply by not just providing opportunities, but also providing training, technological upgradation, mentoring and marketing facilities to its members.