Rangsutra is a community-owned social enterprise empowering 2,000+ artisans across India, with both B2C operations & B2B partnerships with giants like Fabindia and IKEA. What began as a six-month marketing internship turned into a year and a half of full-time work as a New Business Development and Marketing & Communication Executive.
My Internship Activities That Led To A Full-Time Role!
During my internship period, I conducted a detailed market study using frameworks like Marketing Mix, STP, SWOT Analysis, and Brand Prism. Based on my findings, I provided business strategy recommendations for the newly launched B2C vertical, which included hiring recommendations & social media strategy.
To bring these strategies to life, I led an end-to-end integrated marketing campaign by organising an off-site photoshoot in the artisan cluster of Churu village in rural India. This campaign featured artisans and employees (including myself!) modelling the garments together to launch a new tie-dye garment collection.
While working full-time at RS, I was primarily responsible for the organic social media strategy, implementation, content creation—including video editing—and managing all copywriting tasks (everything from social media captions to brochure copy to product descriptions: see examples of the writing done for the brand here!). I worked on improving the posting schedule from scattered updates to a structured daily content plan, ensuring consistent audience interaction. These efforts resulted in a 30% monthly engagement growth and a 40% increase in followers within a year.
Full-Time Responsibilities
Themed Retail Launches: Developed content for monthly B2C retail launches with specific themes to create buzz and drive engagement. This also included organising photoshoots for for eCommerce and social media material and managing everything from talent acquisition and location selection to budget.
Artisan Cluster Stories: Rangsutra’s unique value proposition lies in its artisan-made items and its commitment to creating livelihoods for artisans, placing them at the core of all brand activities. The content strategy was crafted to highlight their skills and backgrounds, connecting our audience with the brand's heritage. This involved coordinating with 5 rural craft cluster managers across India and visiting these sites with a team to capture authentic stories.
Influencer Relations: Initiated influencer partnerships and collaborations to create user-generated content (UGC) and enhance brand visibility and credibility.
