It has grown into a thriving enterprise showcasing ethnic wear to crafts from silks, handloom cotton, endi to terracotta, bamboo, jute and much more. Between andthe company was restructured to improve everything from costing, pricing, design and marketing to new product introductions and brand innovations.
Its growing presence outside of Bangladesh — through fair-trade networks continues to broaden the market for Bangladeshi crafts globally, creating more opportunities for artisans to protect their age-old art and livelihoods. Initially, BRAC had a few scattered buyers in Dhaka, with weeks or even months passing between supply and payment.
Not only has Aarong Aarong bangladesh a trendsetter in the local fashion industry, with the Uttara flagship store claiming the title of the largest retail outlet of a single brand, but Aarong bangladesh is also a pioneer of its kind in entering the global market, having opened a franchised outlet in London inand planning the extension of its e-commerce website to international markets in the near future.
The store also included products from the newly formed Taaga Man brand. Once its relief operations were underway, BRAC reasoned that providing limited relief to the rural poor was not a lasting solution for them to overcome poverty, as in the newly sovereign Bangladesh almost everything - including the economic infrastructure of the country - was left upturned.
The customers of Aarong are not only the urban Bangladeshi communities but also include Bangladeshis expatriates looking for products that connect them to their roots and represent their identities as a Bangladeshi.
In the process, it saw the emergence of independent producers and created income generating opportunities for thousands of artisans from communities beyond the reach of BRAC.
Design, manufacturing and distribution overview[ edit ] Aarong uses decentralised manufacturing process to accomplish its goal as a social business by employing production workers in various rural and semi-urban areas. It also recognised that it was the male members of families who marketed the crops and reaped the profits, even though women completed about 75 percent of the agricultural work.
AAF employees in rural communities also obtain various support from BRAC, including micro-credit services; seeds, agriculture, poultry, livestock, and fisheries inputs; free schooling for their children; subsidised tube-wells and sanitary latrines; health care including free eye check-ups and glasses, free treatment of tuberculosis and severe illnesses and health education; as well as legal awareness and support.
Committed to being environmentally friendly, Aarong has also introduced dyes free from AZO restricted aromatic which may be harmful to skin and PCP used for chlorination, also deemed harmful in its cotton fabric production.
Today, the process is much more streamlined and efficient as BRAC established Aarong, whose artisans represent the cutting edge of social enterprise.
They began to study and catalogue the designs and motifs of traditional art forms by visiting museums, elderly craft masters and private collectors.
In addition to starting the AAF, Aarong opened four retail outlets and began exporting a small percentage of goods to fair-trade organisations during the s. The sericulture project has supported women in the rural areas of Manikganj in producing high quality silk, and women in rural communities of Jamalpur in producing traditional hand-stitched nakshikantha.
Till now Aarong has been proved as a platform for the rural and underprivileged artisans mostly the women folk who are working here to get their potentials to be flourished and to achieve their economic independence. Aarong offers a wide variety of products and designs in its outlets including embroidery, block and screen prints, tie-dyes, vegetable dyes, batik, block cuttings, furniture, wall mats, toys, pottery, metal works, jewellery, leather products, candles, handmade paper and paper products.
Through these groundbreaking marketing initiatives, Aarong was able to expand its popularity and brand identity within the country. Currently a health security scheme for artisans and their family members is being piloted to protect artisans against catastrophic health expenditures.
They hired master craftsperson to help train village women and created a textile design and service workshop in Manikganj to experiment with materials and technologies in stitching, weaving and dyeing.
By the mid to late s Aarong began to emerge as a fashion brand despite the fact that Bangladesh was still new to the fashion industry. Inthe Ayesha Abed Foundation AAF was established by family and friends to commemorate the memory and work of the late Ayesha Abed who died leaving behind her newborn son, Shameran, and young daughter, Tamara.
In order to create an alternative opportunity to earn an income for these women and contribute to the development of a skilled workforce, BRAC established its sericulture project in under the leadership of the late Ayesha Abed, former executive assistant director of BRAC.
How it all started When BRAC started its journey inthe initial goal was to serve as a relief operations committee for a designated amount of time. Many of the products are produced in off-site locations by workers who have very little exposure to the final products that are sold at the retail level.
Fighting to uphold the dignity of the marginalised, this chic brand began as a humble project.Aarong Bangladesh, Rajshahi. 25K likes. Public Figure. Find the right blend of sophistication and comfort in this printed and erri embroidered fresh-air-purifiers.com://fresh-air-purifiers.com · The birth of Aarong BRAC observed that women in Bangladesh were increasingly involved in agricultural activities.
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