In order to boost Lokmat Group’s branding in the common household, Lokmat Media started its marketing initiative called Sakhi Manch in the year 2000. The objective of Sakhi Manch was to bring out serious identity crisis and help create a niche for women of all age groups. It has created a platform for women and girls to get together and discuss various issues.
Over the 12 years, Lokmat Sakhi Manch has not only been benefitting women in Maharashtra and Goa, but in many ways also boosting the Lokmat brand. Lokmat Sakhi Manch, apart from regular advertising by generating numerous sponsors from diversified arenas and turning them as regular clients as well as advertisers.
The business model of Sakhi Manch is one of the pillars of revenue generation for the company in the form of events and activities. Lokmat claims that there has been a huge increase in copy sales every time these events are held.
Several advertisers have invested in this initiative, including ITC, PNG, Bafana Jewellers, SBI and Wagh Bakri, among others.
Some of the events organised as part of this initiative include ice-workshops, cake workshops, personality development, entrepreneurship (called Udyogini), career development, yoga for healthy living, good parenting, entertainment events, state-level dandiya events, Sakhi Samradhini, Asha Bhosale’s musical concert, picnics/ vacations and even foreign tours.
Currently, Sakhi Manch has over one lakh members in around 100 centres across Maharashtra and Goa.