OVERVIEW
Real traction. No digital foundation to build on.
Founded in 2022, Project Tawwaqo creates dignified income for Afghan refugee women in Delhi , many of them single mothers and widows unable to access formal employment. The artisans handcraft crochet products like bags, accessories, and home decor, sold through college stalls, fairs, and bulk orders to institutions.
Despite press features in Indian Express, Humans of Bombay, and The Social Story, Tawwaqo had no digital presence - no brand, no story, no structured way for organisations to reach out.
PROBLEM
High-value orders. Low-volume enquiries.
A dm2buy catalogue and Instagram presence brought people to the door, but with no brand story, no pricing clarity, and no structured enquiry path, every interested buyer ended up in the founder's WhatsApp. Aditi was explaining Tawwaqo from scratch, every time.
THE EFFORT
50+
WhatsApp messages sent weekly explaining Tawwaqo from scratch
20-30 min
per discovery call before a buyer was ready to enquire
2-5 days
average time from first contact to enquiry ready
THE RISK
30 min
of artisan time per product - unsold pieces are unrecoverable labour
2–3
bulk orders per month (at ₹10,000 average) - far below the initiative's potential
₹5,000
average stall cost, with no guarantee of sales
RESEARCH
From e-commerce to B2B lead generation
The initial brief assumed an e-commerce website. Stakeholder conversations revealed that individual orders weren't feasible for a volunteer-run initiative with no delivery infrastructure, shifting the focus to bulk enquiries before a single screen was designed.
That pivot served both stakeholders: reducing Aditi's operational workload while giving Farida's artisan community the structured, predictable orders needed to plan production.
The people behind the mission
Aditi Trivedy, Founder
Running a social impact initiative alongside a full-time job, no technical background, no digital infrastructure.
Needed: a professional destination that explains Tawwaqo without her having to. Enquiries straight to her inbox, nothing to maintain.
Farida Khairkhwah, Head Artisan
Single mother, crocheter for 10+ years, managing a community of artisans whose income comes from college stalls and bulk orders.
Needed: advance notice of orders, consistent enquiries, and a platform that communicates the value of her craft to buyers who've never met her.
Who reaches out, and how?
Most discover Tawwaqo through Instagram, press features, or word of mouth, arriving with interest but no structured way to act on it.
CURRENT STATE AUDIT
Built for individual orders, not B2B
KEY INSIGHTS
What the platform addresses
GOAL
Our platform will let bulk buyers discover, understand, and place enquiries independently, reducing the founder's time spent on cold outreach and explanation, and increasing Tawwaqo's visibility and order potential. We will measure effectiveness by enquiry form submissions and reduction in cold WhatsApp outreach.
INFORMATION ARCHITECTURE
Building a platform, not an enquiry form
HIGH FIDELITY
Shipped independently from design to deployment
Check it out: http://tawwaqo.in/
PROJECTED IMPACT
Convert Tawwaqo's existing traction into structured, scalable revenue
TIME SPENT PER ENQUIRY
80% reduction
A 20-30 minute discovery call becomes a structured form submission. Pricing, mission, and process visible upfront means buyers arrive informed.
MONTHLY BULK ORDERS
2x
From 2-3 to 4-6 per peak month, as organisations can now discover, evaluate, and enquire independently without Aditi initiating every conversation.
PEAK MONTHLY REVENUE
₹40,000–60,000
If bulk order conversion doubles from current 2-3 orders at ₹10,000 average.
ESTIMATED ANNUAL TIME SAVED
50+ hours
Replacing repetitive WhatsApp explanation (50+ messages weekly) with one digital touchpoint that answers every common question.
