SEWA Banascraft India: A Case Study in Rural Marketing, 2000
The paper assesses the utility and relevance of the Business Development Services Performance Measurement Framework (BDS PMF) by means of a case study of Banascraft, a BDS project in India organized by SEWA (Self-Employed Women's Assocation). Banascraft helps poor women in a sparsely-populated, underdeveloped area to manufacture and market traditional handicrafts. The project's approach and the particular local problems that it seeks to overcome highlight important issues in the current debate about the proper goals and strategies of BDS. In recent years, there has been a general shift in focus in the BDS field from promoting particular supplier organizations toward the broader goal of fostering vigorous, competitive markets. However, in the case of projects like Banascraft, stimulating a robust market environment with competition among a number of different BDS suppliers is simply not a realistic option in the near-term. The paper explores areas of complementarity and overlap between the organizational development model and the market development paradigm. In the process, it also uses the Banascraft case study to suggest ways to improve the usefulness, versatility and relevance of the PMF for both donors and practitioners.