Core Strengths:
1. Preservation of Cultural Craftsmanship: Rehwa Society continues to
uphold and promote the rich tradition of Maheshwari weaving. Their
expertise in this craft has earned them a unique position in the textile
market, with customers seeking out the detailed designs and high-quality
fabrics for which the society is known.
2. Empowerment of Local Artisans: A key aspect of Rehwa’s mission is
the empowerment of local artisans, particularly women. By providing them
with stable employment and financial independence, the society fosters
both social and economic benefits in the community.
3. Strong Reputation for Quality and Authenticity: Over time, Rehwa
Society has built a reputation for producing high-quality, authentic
handloom textiles. Their commitment to traditional methods and
craftsmanship makes them a preferred choice for those seeking genuine,
handmade products.
4. Non-Profit Model with Community Focus: As a non-profit organization,
Rehwa enjoys the benefits of grants, donations, and government support.
This model allows them to reinvest profits back into their operations,
ensuring continuous support for the artisans and the wider community.
Key Weaknesses:
1. Restricted Production Capabilities: Given that all products are
handmade, Rehwa’s production capacity is inherently limited. This restricts
their ability to scale quickly, especially in comparison to machine-made
textile manufacturers who can meet larger orders in less time.
2. Elevated Costs of Production: The labor-intensive nature of handloom
weaving leads to higher production costs. As a result, Rehwa’s products
are priced higher than many machine-made alternatives, which could
deter price-sensitive customers.
3. Limited Audience Appeal: Rehwa’s product offerings are largely focused
on traditional items like Maheshwari sarees. While these are highly valued,
they cater to a niche market, limiting the society’s ability to attract a
broader range of consumers.
4. Heavy Reliance on External Funding: Being a non-profit, Rehwa
depends on external funding sources such as grants and donations. This
reliance makes them vulnerable to economic shifts, donor fatigue, or
changes in funding policies.
Emerging Opportunities:
1. Rising Interest in Sustainable and Ethical Products: As consumer
awareness around sustainability and ethical consumption continues to
grow, Rehwa’s eco-friendly and handmade products align perfectly with
these trends. This opens up new avenues to reach customers who
prioritize sustainable, fair-trade goods.
2. Expansion into International Markets: There’s significant potential for
Rehwa to expand its presence in international markets where there is a
high demand for unique, handcrafted products. Online platforms provide
an excellent opportunity to showcase their work to a global audience.
3. Potential for Strategic Collaborations: Collaborating with fashion
designers, retailers, or other brands can help Rehwa diversify their product
range and modernize designs while maintaining their traditional values.
Such partnerships also help them tap into new customer bases.
4. Broadened Product Offerings: By expanding their product line to
include contemporary items like home decor or modern clothing, Rehwa
can attract a younger, fashion-forward audience. Diversification beyond
sarees broadens their market reach and increases sales potential.
Potential Threats:
1. Intensifying Competition from Mass-Produced Goods: The market is
filled with cheaper, mass-produced textiles that are readily available and
offer faster turnaround times. This competition puts pressure on Rehwa to
justify the higher price of their handmade products.
2. Changing Fashion and Consumer Trends: Fashion trends are
constantly evolving, and there is a risk that traditional items like sarees
might lose popularity, particularly among younger generations. If Rehwa
doesn’t adapt to these changes, they may face challenges staying
relevant.
3. Economic Fluctuations Impacting Sales: During periods of economic
uncertainty or recession, consumers tend to cut back on luxury or non-
essential purchases, including handcrafted textiles. This can directly
impact Rehwa’s sales and revenue.
4. Declining Interest in Traditional Artisan Skills: As younger
generations move towards urban centers and pursue different careers,
there’s a growing risk that traditional handloom skills will fade. This
decline in the artisan workforce threatens the long-term sustainability of
Rehwa’s operations.
