Abstract
EcoFab was a start-up by Dr Pushyamitra Joshi in the handloom and handicraft industry in India. It was started in the year 2015 with the tagline ‘Eco clothing for healthy living’. It was an initiative to create awareness about hand-block printing art produced by artisans living in rural areas. It was also an effort to uplift the living conditions and improve the financial conditions of artisans involved in hand-block printing art. The case examines the various strategies adopted by EcoFab in creating space for itself in the niche, luxurious and competitive handloom and handicraft market. The case delineates the various challenges confronted by the company and examines the strategies adopted by it to overcome these challenges. The case study emphasizes the significance of industry analysis, product differentiation, pricing, distribution strategies, promotion strategies, product innovation, social media marketing and diversification for an entrepreneurial venture aiming to promote hand-block printing art and produce social and economic value.
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