Asha Handicrafts Association (Asha) was a fair trade marketing organization, headquartered in Mumbai, India. The organization primarily marketed and sold handicrafts sourced from artisans across India to three main customer segments. The first segment consisted of fair trade importers outside of India, where Asha was a leading player. The second segment consisted of commercial importers who sold products through commercial retail stores abroad. Asha had done reasonably well in this segment in a pilot project. The third segment was the domestic retail market, where Asha ran its own retail store chain in India with the brand name of Karigar. In January 2017, the chief executive officer (CEO) of Asha deliberated the all-important decision of whether to continue with or shut down Asha’s retail business, Karigar. The CEO also examined how Asha could redefine its value proposition and determine which customer segment (or segments) to focus on while building its strategic road map for the future.

Asha Handicrafts Association (Asha) was a fair trade marketing organization, headquartered in Mumbai, India. The organization primarily marketed and sold handicrafts sourced from artisans across India to three main customer segments. The first segment consisted of fair trade importers outside of India, where Asha was a leading player. The second segment consisted of commercial importers who sold products through commercial retail stores abroad. Asha had done reasonably well in this segment in a pilot project. The third segment was the domestic retail market, where Asha ran its own retail store chain in India with the brand name of Karigar. In January 2017, the chief executive officer (CEO) of Asha deliberated the all-important decision of whether to continue with or shut down Asha's retail business, Karigar. The CEO also examined how Asha could redefine its value proposition and determine which customer segment (or segments) to focus on while building its strategic road map for the future.