Under PKSF’s Sustainable Enterprise Project (SEP), Enroute developed and implemented marketing and branding strategies for microenterprises in the mini-textile and leather product sub-sectors across four districts. The assignment covered mini garments, hosiery, loom-based textiles, footwear, and leather goods – enterprises with strong local production capacity but weak commercial positioning: limited branding, poor packaging, low market visibility, and dependence on wholesale and low-margin sales channels.
The assignment combined brand asset development with practical market expansion support. Enroute assessed existing products, packaging, sales channels, and promotional gaps across sub-sectors to establish a baseline for strategic intervention. Sub-sector-specific brand positioning was developed, highlighting quality, local craftsmanship, safe production, and eco-friendly practices. Brand identity work covered names, logos, slogans, visual style, and communication tone for selected products, alongside packaging concepts, labels, tags, and product information materials designed to improve shelf appeal and consumer communication.
Product improvement inputs addressed design presentation, size standardization, packaging quality, and consumer-oriented finishing. Promotional and communication materials spanned posters, brochures, banners, social media content, print advertisements, product photography, video scripts, and documentary production. Market access support included outlet identification, retailer and trader linkage, route-to-market planning, shelf placement, visual merchandising, sales promotion, trade fair participation, and events and activations. Implementation was coordinated across PKSF, PMU, Partner Organizations, microenterprises, producers, traders, designers, media teams, and field sales personnel.
