Browsing by Author "Khan , Ipshita"

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    Rural Research Project: Sewa initiative Hansiba
    (MICA, 2016) Kaur, Gursimran; Khan , Ipshita; Mewara, Priyal; Chanda, Rajeev; Sikka, Stuti
    All major fashion brands in this segment operate and invest heavily in brand stories majoring following on either the artisan’s behind the story moments or the quality of the work or the story of their crafts.  Social media has become the primary mode to interact with their consumers. This majorly helps these brands to build a base of loyal customers leading to repeat purchase patterns.