Problem statement

The project aimed to address the market challenges faced by Diya Foundation, a non-profit organization dedicated to empowering individuals with disabilities, in effectively marketing and selling handwoven products created by individuals with disabilities.

Target group

The target group for this project was individuals with disabilities, specifically those trained by Diya Foundation in weaving various products. The project aimed to support them by creating sustainable livelihood and income opportunities.

Proposed solution

The proposed solution involved conducting a comprehensive Market Research Study on Weavings, focusing on understanding the weaving industry, customer preferences, marketing strategies, and potential challenges faced by NGOs. The goal was to provide Diya Foundation with valuable insights to make informed decisions and enhance their program's effectiveness.

Hub activities

• Partnership with Diya Foundation: Selection of Diya Foundation as the partner NGO.


• Needs Assessment Questionnaire: Development of a comprehensive questionnaire to understand Diya Foundation's current operations, challenges, goals, and areas for improvement.


• Primary and Secondary Research: Conducted research on the weaving industry, customer preferences, and marketing strategies.


• Market Research Report: Preparation of a detailed report with user personas, customer pain points, marketing strategies, marketplaces, challenges faced by NGOs, success stories, and recommendations.

Short and long-term goals

• Short-term goals included delivering a comprehensive market research report to Diya Foundation, enabling informed decision-making.


• Long-term goals involve contributing to the sustainable livelihood and income opportunities for individuals with disabilities, fostering positive change in the community, and establishing a foundation for future collaborations.

Available metrics

• Informed Decision Making: Successful provision of industry insights to enable informed decision-making.


• Customer-Centric Approach: Implementation of customer-centric strategies by Diya Foundation.


• Effective Marketing Strategies: Adoption of recommended marketing strategies for enhanced outreach.


• Market Expansion Opportunities: Identification and utilization of new platforms for expanding impact.


• NGO Program Improvement: Implementation of recommendations to enhance livelihood programs.


• Cost Saving: By providing pro-bono market study support, the hub saved Diya Foundation an estimated 5 to 10 lakhs INR (~5% of their annual budget) in consultancy cost, allowing them to allocate these funds directly to support beneficiaries.  

Project collaborators

The project collaborated with Disability NGOs Alliance (DNA) (to support with identifying an NGO Partner - Diya Foundation) and Diya Foundation. Diya Foundation's CEO and Founder, Maria Ma’am, expressed satisfaction with the project outcomes and showed interest in future collaborations.