PML Approach
MEDA’s Production and Marketing Linkages (PML) has a deep commitment to delivering services, technologies and practices that effect positive and enduring improvements to the lives of our clients by applying a market-driven approach. Our interventions are carefully designed to reinforce, expand and leverage market functions to better serve the needs of marginalized consumers and producers. PML facilitates the integration of small-scale producers into value chains by developing their access to inputs and viable market systems. A similar business approach is used to expand the supply of essential products and services to hard-to-reach consumers.
The PML department works closely with MEDA’s other product lines – microfinance, investment fund development, member services – to enhance the efficiency, effectiveness and reach of our programs.
Meet Saleem Bokhari
Through participation in MEDA’s “Behind the Veil” project, Saleem Bokhari has become a successful community sales agent, linking women embroiderers in her village of Nowabpur to profitable urban markets that seek the embroiderers’ work and are willing to pay a premium for it. The project alleviates constraints such as inadequate input supply, lack of contemporary design and monopolistic marketing channels that prevent homebound Pakistani women from market interaction. With our partner organisation, ECDI, MEDA has developed interventions at relevant linkage points along the value chain. These activities facilitate the flow of commerce for the firms and individuals involved in this industry.
Saleem Bokhari now has access to quality threads, fabrics and design and her embroidered fabrics command a much higher return in the marketplaces of Karachi, as well as from export markets. Her success has motivated her to expand the production capacity of her female friends and neighbours through innovative means such as group formations and providing financial backing for a village input supply shop.
