irft bangalore ngo report

ITM BUSINESS SCHOOL, KHARGHAR

BATCH 2011-13

PROMOTING FAIRNESS IN TRADE WITH IRFT AND SHOP FOR CHANGE IN

BENGALURU

NGO Project Report

Faculty Guide: Submited By:

Prof. Kalpana Kumaran Madhura . J (PGDM – 251)

Shweta Mundra (PGDM – 132 )

Surendra Dindalkumpi (GLC HRM - 48)

Swapnil Pande (GLC RMM - )

ACKNOWLEDGEMENT

Through this acknowledgment, we express our sincere gratitude to all those people who have been associated with this assignment and have helped us with it and made it a worthwhile experience.

Words can hardly express our deep sense of gratitude & reverence to Mrs. Rupali Goswami (Programme Manager – Fair Trade India) and Mr. Lokesh Mahajan (Manager – Marketing and Communication at Shop for Change). It is because of their wisdom and undeterred confidence that this project has been fruitful.

Prof. Kalpana Kumaran, who has been a guiding light always & who mentored us in the right direction. Mrs. Vandana Tripathi, gave us the opportunity to work with IRFT.

Thanks and Regards:

International Resources for Fairer Trade

Shop For Change

The Forum , Bengaluru

CERTIFICATE

DECLARATION

We Shweta Mundra and Madhura . J (PGDM 2011-13), Surendra Dindalkumpi (GLC HR 2011-13) and Swapnil Pande (GLC RMM 2011-13) batch of Institute for Technology and Management, Kharghar declare that we have successfully completed our one month NGO training with IRFT, Bengaluru.

The work carried out by us is original & all its content is authentic to the best of our knowledge.

TABLE OF CONTENTS

Executive Summary 7

IntroductionOrganizational Profile 8History of Fair Trade in India 9Goal and objective 11Major Projects of IRFT 13Shop for Change 14

Activity DoneThe Forum Background 16IRFT event in Forum 17Other Activities 23

Conclusion/Learning’s 25Recommendation 26Bibliography 27

EXECUTIVE SUMMARY

The objective of the project was to spread awareness about the organization and its cause among the youth of the nation. The platform for the same was a day long event in one of the most famous Malls in Bangalore “The Forum”. Shop for Change which is the latest initiative by the organization was explained and marketed through the entire event by way of various competitions and fun events for the Staff and Customers visiting the Mall.

An effort is made to understand the hardships a small organization like Shop for Change goes through to support and provide wages to its employees, emphasis is also given on the benefits they derive from an organization like IRFT, which enables them to gain a platform to trade their products fairly.

Efforts are made to promote the organizations and products that are in support of fair trade such that the purchase of such products increases. For this considering the short time and limited resources provided by the Mall.

The expected outcomes of the project were:

1) Increased understanding and awareness of Fair Trade and what this means in an Indian context amongst the youth.

2) Increased demand for Fair Trade products in India - promoting the concept of Fair Trade and facilitating a distribution and retail network for the sale of Fair Trade products

3) Gaining support from the youth in relation to the promotion of fair trade

Providing a platform to the participating producer NGO to sell its products through IRFT

INTRODUCTION

ORGANIZATION PROFILE

Introduction

In a sentence, International Resources for Fairer Trade is dedicated to empowering farmers, artisans, companies and NGOs to develop business capacity and promote sustainable livelihoods for all of those involved in producing the things we consume every day.

Established under the Bombay Public Trust Act in the year 1995, IRFT has been working at the intersection of business and development for almost 15 years, giving farmers and artisan’s access to mainstream markets while encouraging large businesses to incorporate social responsibility and transparency into their core values. By working with both ends of the supply chain, IRFT ensures a fair deal for all.

IRFT has never been about charity. We don’t throw money at a problem and hope it goes away. We understand the lasting power of participating in the market economy, and so we work closely with farmers and artisans to equip them with the skills to sell their products and give them access to a long-term, stable livelihood.

IRFT conducts transparent ethical audits, provides standards training, and encourages corporate social responsibility to companies so that they can do the at most for their producers and their profit. IRFT is deeply involved in the Fair Trade movement, and we are working closely with our partners to promote Fair Trade certification in India.

What is Fair Trade?

Fair trade is a market led solution to poverty which aims to use trade, not aid, to improve livelihoods for disadvantaged farmers and artisans and promote sustainability.

Fair Trade is a trading partnership, based on dialogue, transparency and respect, which seeks greater equity in trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers. Fair Trade organizations (backed by consumers) are engaged actively in supporting producers, awareness raising and in campaigning for changes in the rules and practice of conventional trade. Now that’s fair.

Fair Trade aims to give disadvantaged small producers and workers more control over their own lives. It addresses the injustice of insufficient income for a decent living and insufficient market access by guaranteeing that producers receive fair terms of trade and fair prices or wages.

Most importantly, Fair Trade offers small producers the power to negotiate and the consumer a powerful way to participate in livelihood enhancement of the producers through their everyday buying.

History of Fair Trade in India

In the era of globalization and open markets, small producers find it increasingly difficult to compete internationally; as a result, producers are forced to cater to local markets which are overcrowded and exploitative. Fair Trade has been the beacon of hope for marginalized producers, helping them develop skills, access markets, better price and sustainable livelihoods through the trading relationship. However, Fair Trade markets in the West have not been growing in proportion to the requirements of poor producers and there is a need to expand markets. With its focus on fair wages, fair treatment, long-term business relationships and more, Fair Trade has great potential to serve Indian producers and the Indian market. With a population of over 1 billion, and a growing middle class, India offers a huge opportunity for change – a market waiting to be tapped. The Fair Trade movement

has great potential to tap the domestic market, which would benefit small producers and community businesses.

IRFT and Tradecraft, at the helm of a multi stakeholder initiative, to launch the India Fair Trade Label respecting Fair Trade standards within the Indian context. The project PROFIT (Promoting Fair Trade in India) along with European Commission and Belgium Technical Cooperation (BTC) have supported the initiative to launch Fair Trade market within India and thereby increase the ability of the pro- poor micro and small enterprises (SMEs) and their producers to benefit equitably from trade.

Fair Trade Principles

• Creating opportunities for economically disadvantaged producers marginalized by the conventional trading system.

• Transparency and accountability between trading partners.

• Capacity building to make producers independent of external aid.

• Creating awareness about Fair Trade.

• Payment of a fair price.

• Gender Equity, making sure the work of women is justly valued and compensated.

• Ensuring safe and healthy working conditions.

• Encouraging better environmental practices and the application of responsible methods of production.

• Maintaining and developing trade Relations.

IRFT Goal:

To empower farmers, artisans, companies and NGOs to develop business capacity and promote sustainable livelihoods for all of those involved in producing the goods we consume every day.

To develop long term partnerships with all the stakeholders in the supply chain to achieve sustainable compliance through continuous improvement, monitoring and capacity building.

Objectives:

To render our services in a way that we are seen more as solution providers, than problem identifiers, through:

A concrete fact finding approach

Being an interface between the vendor and the Retailer towards mutual sustainability

Creating realistic awareness on social compliance challenges

To assist in development of a Continuous Improvement Plan for all stakeholders in the supply chain

The Goals are achieved through a combination of services:

- Social Compliance Monitoring

- Social Compliance Training & Capacity Building of Workforce and Management Entity

- Continuous Improvement Monitoring

- Supply Chain Partnership Projects

- Research

IRFT Presence:

Sectors

Garments

Textiles

Carpets

Leather (footwear, bags, and accessories)

Sports goods

Home Furnishing

Agro Products

Agriculture (seeds)

MAJOR PROJECT OF IRFT:

Syngenta Seeds Ltd.:

The Fair Labor Association (FLA) engaged IRFT in developing monitoring instruments and pilot field audits for two years for Syngenta Seeds Inc. for the okra crop in Gujarat. Post audit, various remedial strategies on Labour Monitoring of the agricultural sector were discussed in a consultation workshop in Hyderabad in December 2008. Syngenta then approached IRFT to help build capacity of their staff and farmers/ growers in social compliance (FLA- COC) in the three states of Maharashtra, Gujarat and Karnataka. IRFT developed creative communications tools to motivate staff, farmers, and organizers of the Syngenta seed production business.

Project on Social Responsibility in Leather and Textile/Garments sector in India:

Working conditions in textile, clothing, and leather industries are all too famous for often running under conditions breaching minimum social standards as a whole.

That’s why the Collective De l’ethique sur l’etiquette is in the process of in-depth dialogue with such organizations to make expertise sharing fulfill expectations. As part of this work the collective engaged IRFT to carry out a survey in India. This survey was aimed at collecting analysis and recommendations from various Indian partners.

Safe Food India

FAKT Germany, with its experience in the field of designing and conducting food quality management courses in collaboration with IRFT India, Traidcraft Exchange UK, envisaged a project to build capacities in the food industry to establish suitable food safety and quality management systems that strengthen the export capacities of the Indian SMEs.

INTRODUCTION

“Ensuring better livelihood for farmers and artisans”

The Shop for Change Mark

At Shop for Change, sets strict social and environmental standards and use independent auditors to check that farmers, artisans and businesses are sticking to our rules.

This means that when a consumer buys a product with the Shop for Change Mark, he can trust that it was ethically and environmentally sourced and that the farmer or artisan behind it received a fairer deal.

Meaning behind the mark

Better access to value-added markets and the capacity building premium work in combination with the Shop for Change standards to improve the lives of farmers and artisans and protect the planet.

The Shop for Change Mark works to:

Improve livelihoods and protect wages

Develop farms through training on better and greener growing practices

Build stronger farmer organizations

Ensure safe, healthy and non-discriminatory workplaces

Build long-term trading relationships around better terms of trade

Increase transparency and accountability

ACTIVITIES DONE

Our Project:

Celebrating Fairness in Trade“In Collaboration with”

The Forum

Background

The Forum is a shopaholic's paradise - a shopper's dream - 650,000 sq.ft. of futuristically designed shopping space, offering a multi-brand bonanza with top global levels, wooing and attracting the shopper. The Forum, one of the largest shopping malls in the country, developed and brought to Bangalore by Prestige.

The mall has everything from shoes to exercise equipment, from home furnishings to electronic goods, from books to video games! The crowd puller Landmark which houses everything from soft toys to office stationery to CDs, is a prime example of the complete experience that The Forum provides to its visitors. One can indulge one's taste buds at Transit, KFC, Pizza Hut or the forever crowded Mac Donald's the first one in the South. Forum also hold emporium of various global brands like Westside, Soch, Isis, Mustard, Weekender, Provogue and Benetton.

The Forum participates in various social causes by offering quantity space for non-profitable organizations working for the development of the society. Every month it offers free space for NGO’s to have their event conducted.

IRFT’s EVENT IN THE FORUM:-

Our team consisting of four members formed the promotional team for IRFT.

Our objective:-

Promote IRFT’s aim of fair trade and its principles. Promoting the label of fair trade in India – “Shop For Change” among

customers and retail dealers. Directing customers to the various fair trade practicing shops in Bangalore.

IRFT-Shop For Change-ITM Students Joint Consumer Awareness at Forum Mall

http://www.facebook.com/media/set/?set=a.262827460449943.60264.125940987471925&type=1

http://www.facebook.com/media/set/?set=a.262827460449943.60264.125940987471925&type=1

In detail about the project:-

The project started with a brief introduction given by Mr. Lokesh Mahajan, Marketing and Communication Manager Shop for Change India; and Mrs. Rupali Goswami, Program Manager – Fair Trade India.

Preparatory Phase of the project:-

The preparatory phase involved a brain storming session by all the members in the team about the events that will bring in the maximum exposure to the NGO. Identifying a prominent location where in we could connect maximum of customers and successfully execute our objective was a hard work. After talks with three prominent malls for holding stall we were waiting for replay, this was due to long wait list in each mall.

At the end our event was selected out of 5 event of the month in The Forum Mall, Koramangala - Bangalore. We were sanctioned to have a stall on 17th January from 9:00 am – 9:00 pm.

Execution of the Project:-

We had a daylong event to communicate with the people in Forum and organizing games. The event started with arranging displays of fair trade products. At about 10:30 am people stated walking into the mall. We were collecting people and explaining them what fair trade is and its importance in the present society. After each explanation we collected their feedback and reviews about the process and IRFT. We were working to encourage people to participate in fair trade and its promotion and eventually directing them to the shops in Bengaluru who are connected to IRFT and practice fairness in their trade.

ITM Students interacting with customers and promoting fair trade practice

At about 12:30 in the afternoon when more people started vising Forum and we arranged games to attract the customers in a single point where we could promote our task more effectively.

Activity: Dice Game

Objective of the game: The main objective of the game was to imbibe the concept of win-all approach used in fair trade movement. An all side six dice was used to show this to the audience, hence prove the importance of Fair Trade through Fun!

Steps:

1. The game Involved simple steps of rolling a conventional dice, wherein the target was to achieve a six.

2. The second step was to role the IRFT dice by each person participating, which had the highest number i.e. six on all its sides.

3. Once they rolled the IRFT dice the concept of the organization was explained to the participants who were clearly explained that no matter what you trade in, you will be paid the worth of your effort with the help of IRFT.

4. All participants were given the IRFT dice as well as the brochure with related information. This activity was primarily focused on giving a brief idea about the organization and its objectives to the students.

The winning candidate was awarded by faire trade goodie bags.

Activity: Face Paining

When many college students started entering Forum we started face painting competition as it would attract many youngsters. Participants would paint IRFT over their face.

These activities were carried out till 6:00 pm, but when business corporates started entering Forum we started our face-to-face promotion again. Many people showed interest and wished to participate. From morning we were collecting their names to further inform of the shops joining IRFT. We had a target of collecting 50-60 connections but by evening we had more than 120 names or people connected to IRFT.

Group of farmers form Karnataka and Andhra Pradesh intended in joining IRFT and promoting the practice in their place of stay and work-place.

Other Activities

Visit to Mount carmel college

The mount carmel college which has been affiliated to banglore university and its an autonomus college its located in palace cross road ,vasant nagar.Here we had an talk to Mr.raj kumar who is the dean of management department over the phone so he asked us to come an visit the college on 22nd of december.There we gave an presentation regarding the awarness of irft to the sir he was quite impressed but since we could not put da presentation in da college as students had an prepatory leave for there exams.

Visit to the Chirst university

Christ university is under the banglore university its located in kormangla. We had gone to chirst college on 27th of december there we sope to mr. Regarding our irft presentation an gave him the idea regarding the promotion of awarness programme and even regarding the shop for change.Mr. Wanted us to give the presentation but since the winter vacaction had started for the students so the college was closed till 2nd january.we asked if we can give prsentation on 3rd but since the exams were approching from 5 th so students were not free.

Visit to Raffles Millennium International

The college is located in luskar hosur road no.63 banglore ,it is affiliated to cambridge university.Here we had an talk to the assitant manager of marketing mr.Ravitej s. Dixit on 3rd january.The manger has asked us to join him in the conference room where all of us gave him the idea about Irft.Sir was really

impressed with the idea of Irft an wanted us to give the presentation but since the students were already stressed out with the exams so Sir asked if we could give preesntation on 2nd february but which was not possile for us.As Mr.Dixit was so impressed he asked that if anyone from irft member from bangluru could come an give the presentation.We gave him all the details regarding Irft and even the contacts of Irft member who could give the presentation.

Visit to Ramaiah college of science and commerce

The college is located in bhel road affiliated to banglore university where we had visited on 10th january and had an talk with Mr.jayaram who is the H.o.d of management department.sir took an lots of interest in da topic as he was ownself looking forward for promoting these kind of “trade fair” in the college.the small presentation was given in front of the faculties member and they were really interested in it but unfortunately we could not spread the awarness amongst the students as they were buzy with own college fest.

We had also visited the five engineering college which is under VTU from 11 th to 13th january.As the banglore colleges were packed with the exams and fest so we couldnt give an presentation infront of the students but still the above mentioned colleges were really interested in promoting these awarness programme but due to inconvinence as mentioned above it was not possible .After the colleges we tried targeting the malls as mentioned below.

Conclusion/Our Learning’s

As a part of NGO Project, we got to learn a lot of things. These are as follows:

Team Work

Team work and co-ordination can’t be learnt in a single day but we found that we had great co-ordination and communicated flexibly with each other in-spite of being strangers May that be co-ordination with each other of with NGO of various other business organizations we learnt and enjoyed perfect and fluent information flow.

Marketing Strategy and Skills

Strategizing ones plan and projecting ones idea to the management is one thing we learnt each day in our interaction with collages/organizations/companies and customers. This helped us to learn many skills from others and identify some hidden skills within each of us. Through these learning’s we were successful in holding a flawless major event on 17th of January.

Corporate Social Responsibility

Through-out the orientation period we not only promoted the importance of fairness in trade but also clearly understood its requirement in the present biased social structure where even today people in villages and poor sectors are barred from basic education and life-style due to lack of financial support. Only a fair trade practice we will be able to justify the development of all people involved in the six sigma.

Apart from these we learnt many things throughout our task like patience and dedication of all people connected to IRFT, Shop for Change and many such organizations to build a better tomorrow; this taught that work can turn to be worship only when you put your heart and soul in it.

Recommendation

Few of our recommendations to IRFT are:-

Having a base in Bengaluru where people love to shop and interested in participating in fair trade practice. Having a base in there would help in spreading the task effectively.

Participating in various collage fests and events where on a day we can collect a huge number of youngsters.

Bengaluru is a place of huge organizations, popular collages and regular trade events. IRFT should hold good information about the trade fairs.

Bibliography

www.irft.orgshopforchange.inwww.theforumexperience.comhttp://en.wikipedia.org/wiki/Fair_trade

Brochure given during the event shopforchange.wordpress.com Opinions of People caught on camera

http://en.wikipedia.org/wiki/Fair_trade

http://www.theforumexperience.com/

http://www.irft.org/