Baby accessories at maternity clinic – a rare, but clever blend

Woman entrepreneur woos judges with business idea, wins ‘Khadija’ competition.


Aroosa Shaukat November 27, 2012

LAHORE: Bringing gift hampers of baby accessories to a gynaecologist’s clinic, a 25-year old Sadia Afzal says there is a lot of untapped potential in the market for baby accessories, which needs to be explored to the fullest.

Winner of the textile and garment category at the Business Development Plan Competition ‘Khadija’ organised by the International Labour Organization (ILO), Afzal who is a native of Lahore said her business plan was different primarily because it aimed to offer different baby accessories at a single place and that too at a gynecologist’s clinic. “When you go out shopping for baby accessories and products, you rarely get all things from a single place,” she explains.

Running a boutique, Afzal also specialises in dress designing. Recently she completed a two-month course in pattern, drafting and grading, also known as PDG, from the Pakistan Readymade Garments Technical Training Institute in Lahore. Having completed her Masters degree in political science, Afzal now hopes to pursue Masters in Philosophy. With Afzals’ background in quality, merchandising and fashion designing, she says it was natural for her to participate in the competition upon recommendation of her technical institute.

Sadia Afzal

Speaking about the competition, Afzal said the six-day training specific to business helped her polish her business skills and develop a strategy to implement her business idea. She said in countries like Pakistan, where women generally contribute very less towards income generation, it was very vital that such events be held to encourage women entrepreneurship. She said it was important to promote women participation in business especially considering the weak economy of the country.

Hoping to use her experience in the field, Afzal said after having explored the market and assessing what products were most sought after, she selected accessories and offered them all at one place. Offering baby accessory gift hampers, baskets and bags, Afzal said the products were priced according to the accessories placed in the hampers with a 20-piece baby accessory basket priced at Rs1,600. Regarding her promotion strategy, she said the peculiarity helped her gain leverage. “Expecting women start looking for baby accessories the minute they start their visits to the doctor,” she said. “It is essential to target the audience right then and there,” she explained further.

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To the question whether doctors will be willing to place the products in their clinics, Afzal said her market survey has revealed that most usually are receptive to the idea. With the idea winning the category, it managed to win the hearts of the judges as well. “I received a very positive and encouraging feedback from the judges too,” she said.

Having won a cash prize worth Rs50, 000, the young entrepreneur says she is excited about setting up her own business. Calling her idea “unique”, Afzal claims her business plan will hit off once she implements it practically. “You need to provide people what they need and where they need it - that is essential for any business,” she said.

Published in The Express Tribune, November 28th, 2012.

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