Chapter 6: Market Revival and Sustainability: Lessons for Business Actors From the Case of Kiliim Social Enterprise, Egypt

The handicraft industry has been contracting in recent times because of external competition and a preference for foreign-made crafts by consumers. Kiliim,¹ an Egyptian social enterprise and lifestyle brand, has initiated the process of revival needed in the industry with modern designs of the traditional crafts (local bed covers, curtains, bedding, rugs, bathmats, cushion, throw pillows dining and living cloths). This case provides an analysis of the company, beginning with how the idea of the kilim product was conceived and the dilemma they are currently facing. Although Kiliim, with various kilim product offerings, has made significant inroads in the consumer market, it must continue to adopt innovative strategies to sustain its survival in the market. With globalisation rapidly changing the dynamics of market entry and penetration, indigenous organisations must be innovative with their product and service offerings. Suggestions are made for the sustainability of the indigenous craft industry in Egypt and Africa.