Strengthening Capacity of Craft Sector SMEs
On July 26, a training session entitled “Development of the marketing potential of craft products” was held in the village of Duisi (Pankisi Gorge) in Georgia’s Akhmeta Municipality, implemented by PMCG as part of USAID’s Unity Through Diversity Program.
Attended by several representatives of local SMEs operating in the handicrafts sector in the Pankisi Gorge, the training was led by Ana Shanshiashvili, Executive Director at the Georgian Heritage Crafts Association and the Program’s Craft Sector Expert.
In particular, Shanshiashvili shared practical information with trainees regarding the potential of craft businesses, as well as outlining the main market trends and consumer expectations.
Furthermore, key aspects of pricing, branding, and the positioning of products in the industry were covered in detail, with special attention paid to the importance of acquiring skills in marketing (including online marketing) and using communication channels.
This specific session represented the first part of a three-stage capacity development activity planned by PMCG, aimed at businesses in the targeted sector and region.
Designed to meet the needs identified earlier in the course of the Program, other parts of the activity will include “idea generation workshops” and “individual consultations and coaching.”
Moreover, based on an action plan agreed with the United Nations Association of Georgia (UNA Georgia), PMCG is helping to boost the capacities of SMEs working in sectors prioritized on the basis of value chain analysis carried out in the Program’s early stages.
The USAID Unity Through Diversity Program, implemented by PMCG as a subcontractor of UNA-Georgia, is a five-year initiative aimed at integrating ethnic and religious minorities into various aspects of Georgian society. In particular, the program contributes to expanding and strengthening socio-economic connections between majority and minority communities, with the objective of establishing mutually beneficial business relationships.
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