Anstract : SIRI Gramodyoga is a part of the Sri Kshetra Dharmasthala Rural Development Project (SKDRDP) which is involved in several developmental activities including microfinance, de-addiction, training of women for livelihood, and sustainable development. Details are available on their website www.skdrdpindia.org.
SIRI, established in 2001 as a production & marketing unit for few identified products made by rural women who needed financial aid for sustenance. The products included homemade pickles, savories, school bags, garments, etc., which now have expanded into several categories. As an organization, SIRI is a Section 25, non-profit, and the seed money came from volunteer SHGs as membership fees.
The authors studied SIRI and found that in its existence of 19 years, the organization is unable to create a niche for itself as a brand in the target market. This case study analyses the possible reasons and suggests measures that can be instituted to transform SIRI into a brand and thereby enhance its presence in the target market.