Market placement
(Mass/Mid/Premium)
Market Placement
SELHEL adopts a segmented market positioning strategy across product categories to balance affordability and market reach. Products such as Bird’s Eye Chilli and Honey are to be positioned in the Mass to Mid segment, ensuring wider consumer reach and higher sales volumes. These products cater to everyday consumption while maintaining quality standards, enabling SHG members to benefit from both scale and steady market demand.
Mass to Mid
Bird's Eye Chilli & Honey
Bird’s Eyes Chilli & Honey are positioned within the Mass to Mid market segment, focusing on wider consumer accessibility and higher sales and volumes.
These products cater to regular and everyday comsumption while maintaining appropriate quality standards. Their broad market appeal creates opportunities for:
- Wider consumer reach
- Consistent market demandÂ
- Higher sales volumes
- Steady income opportunities for SHG members
- Grreater market penetration
Mid To Premium
Handloom & Sesame Oil
Handloom products and Sesame Oil are positioned within the Mid to Premium segment, reflecting their distinctive value, craftsmanship, traditional production methods, and greater processing efforts.
Handloom products carry strong cultural significance and may appeal particularly to niche, conscious, and value-driven consumers. Their craftsmanship and cultural identity provide opportunities for differentiated market positioning.
Sesame Oil, produced using traditional and quality-controlled methods, can cater to consumers seeking authentic, carefully processed, and health-conscious products.
OPERATION FRAMEWORK
PRODUCTION BASE
SHGs and producer group across districts
AGGREGATION & QC CENTRES
District-level hubs for intake, grading, and standardization
PROCESSING & FULFILMENT
DFC function for storage, packaging, and dispatch
BRANDING
SELHEL as the unified identity
SALE CHANNELS
Physical & digital channels for wider market reach
DFC – District Fulfilment Centres play a key role in storage, order processing and dispatch for bulk and online orders.
SALE CHANNELS
PHYSICAL RETAIL
Through SHG Mart & DIstrict Level Marts
ONLINE PLATFORMS
Through the SELHEL Website
