Fairtrade India Project CSM
Call for Proposal (Tender) - Fairtrade India Main Website: www.fairtradeindia.org
Application Email : jobs.fairtrade@gmail.com


Job Type

Full Time

Closing Date

Jul 29 2021


Call for proposals

Fairtrade India Main Website: www.fairtradeindia.org

Website - Content Design and Development Brief 

Fairtrade India Project – Centre for Social Markets 


Fairtrade aims to enable many farmers and workers, who make and grow our food and clothes, to improve their position and have more control over their lives. Fairtrade India project of the Centre for Social Markets aims to promote responsible consumption and production (UN SDG 12) in India, by way of empowering farmers and working towards eradicating the social and environmental exploitation in our food and fashion supply chains. The key to the Fairtrade approach is working with a diverse set of stakeholders from farmer organisations to businesses, from education institutions to social media influencers to multiply the development impact.

Project scope

The scope for this project is to build a new, responsive main website for the main website for the Fairtrade India project - www.fairtradeindia.org using a modern Content Management System (CMS).The project would require content development, website design and customized development as per the specifications laid down in the brief. This site will complement and be linked to other Fairtrade microsites for schools, universities, the Fairtrade week campaign and our partner websites. It will be the one place where our Fairtrade community in India across new brands, businesses, influencers, workplaces and others who want to be a part of the Fairtrade movement will visit to understand the movement and how they can make simple changes that can positively impact farming communities and the environment. It will explain our organisation, our work and list out our campaigns, programmes, market linkages and case studies. It will also serve as a knowledge hub and source of resources and information for the media, researchers and others to engage with. In addition, the website is envisioned as a platform for engaging, stimulating action towards sustainable living- including improving understanding about Fairtrade Labelled products and where to buy them, sustainable business practices and for making a switch to sustainability easier.

Background information + reference websites:

-Website URL to be developed: www.fairtradeindia.org

-Fairtrade Week 2020 Website: http://week.fairtradeindia.org/

-Other National Fairtrade Organisation sample reference sites-: https://www.fairtradeamerica.org/  /  https://www.fairtrade.org.uk/ / https://fairtradeanz.org/

As the movement has gained traction in the past few years, and with more and more communication moving to the digital platform, the Fairtrade India project is in urgent need for a strong website to connect with it’s different stakeholders. Due to technical issues the old website is not available and therefore we have no communication about Fairtrade India for stakeholders to visit at the moment. We are hoping to have a comprehensive development of the site to reflect Fairtrade’s current reality with a user-friendly intuitive approach.

Key requirements of the website

The Fairtrade India website’s primary purpose is to be the reference point for Fairtrade’s work in India. It is the repository for Fairtrade information for businesses and consumers, a central hub of information about Fairtrade and how it contributes to the United Nations - Sustainable Development Goals (UN SDGs).

The Fairtrade India main website’s participants are the Indian brands, retailers, businesses, education institutions, university students, media, partner organisations and consumers. It is a platform for disseminating news, research, and impact data and stories. It also provides diverse audiences – farmers, workers, consumers, businesses, researchers, journalists, and supporters – with information about how to engage with and join the Fairtrade movement. The website should have multiple levels of engagement with the users from enabling awareness to understanding about the Fairtrade concept to creating engagement with the concept of SDG12 to facilitating and supporting businesses to move to sustainable production and consumers to switch to sustainable consumption The www.fairtradeindia.org website will also be the overall communications platform hub for the Fairtrade movement in India and our programme partners from schools and universities will be linked to our schools, universities and campaign microsites if they want to engage further. The key requirements for the website include:

-Fast turnaround: completion ideally by mid Octobmber 2021, with the first phase live by mid September 2021.

-Intuitive design which is dynamic across screen resolution sizes and equally easy to navigate across different devices and browsing platforms. Responsive design with three break points: desktop, tablet, mobile

-Strong interactivity with the possibility to learn about visitor profiles, their reasons for visiting the site and their behaviour patterns.

-Increase in traffic (visitors) on www.fairtradeindia.org with a decrease in bounce rate and an increase in visitor’s stickiness.

-Very high listing on Google and search engines for Fair Trade, sustainability and other such concepts in India.

-Clear, concise and to the point content on the website catering to the needs of the different target audience. Increased ability to share content from our site to social media and on emails.

-Through one core content element can propagate to multiple display points on the website.

-Increased ability of the small Fairtrade India communications team to convey Fairtrade’s approach, ways of working with different stakeholders and impact, in part due to the new site’s nimbleness and flexibility.

-Significant improvement in ease-of-use for content creators (including ‘preview’ function for in-development content)

-Set-up of a proper hosting/production environment for the website.

-The Fairtrade India website to be a place that captures the richness and growth of the Fairtrade eco-system in India and also motivates others to join through the qualitative and quantitative information on the website Further the website helps display and grow the interconnectedness of our ecosystem approach and how all stakeholders benefit the movement and add to the dialogue.

Target audience

The www.fairtradeindia.org site should be the web’s go-to resource on Fairtrade. It should service the following audiences along the following lines:

-Consumers- Whether first-time, occasional or committed buyers of Fairtrade products

-Businesses- Brands and companies that do or could source/trade Fairtrade products

-Producers and organisations- Farmers and workers that do or could produce Fairtrade products

-Unfamiliar public- can include consumers, businesses and producers just hearing of Fairtrade

-Media and journalists, Researchers and academics- Interested in understanding details about the work and impact being created across different areas of Fairtrade’s work with producers and consumers.

-Partner organizations and Other aligned Not for profits and Organisations- Keen to understand about Fairtrade’s work on the ground with different stakeholders and how they can collaborate

-Supporters, Volunteers- Looking to understand how they can participate and mobilise their communities to switch to Fairtrade

-Influencers- Keen to amplify the message of sustainable production and consumption in food and fashion

-Education institutions- Universities, Schools- wanting to join the programmes for deeper understanding

-Workplace- Looking to engage on sustainability programmes for CSR or employee engagement

-Community members or Fair Trade Towns- Looking to develop community level engagement with the Fair Trade concept

Website content

The website’s content needs to be created: this is an opportunity to write in the right tone and messaging while also working on the ‘look’. This is an opportunity to communicate Fairtrade effectively with our existing diverse audience and stakeholders and direct people to the right place for information and action related to the Fairtrade movement in India. The Fairtrade India communications team will support the agency to create new content for the website. We want the agency to develop and write the content map and the stages of communication on each page so that messaging is in one tone and ensures that it aligns with the current sustainability dialogue, the global approach towards Sustainable Consumption and Production and the ethical consumption dialogue in India. The content should reinforce the brand and technical overhaul directives coming from the global Fairtrade movement.

This project encompasses the development of our content, toward an external-user–intuitive site with a new navigation and taxonomy-driven dynamic content sharing. While the new sitemap is still being drafted, the top-level structure is mentioned below with a non-exhaustive list of foreseen content types:

-About/What is Fairtrade: All the ‘what’, ‘who’, ‘how’, ‘where’ type content, including governance and compliance-related materials (e.g., our legal compliance status in India, board of directors/management list, organisation’s external policies, etc).

-Products: About 6 to 8 products to be worked on. Combining overviews of these main Fairtrade products, the issues related to sustainability which need to be addressed in these products, displaying producer profiles from all over the country, the associated Fairtrade Labelled brands being showcased as examples

-Key Issues and Impact themes: About 8 main thematic areas of work. Showing thematic programmes, Fairtrade positions on various issues (e.g. Climate Change, Women & Youth Empowerment, Decent livelihood), the related Fairtrade approach to address these issues and reference to Fairtrade Impact and interventions in these areas of interventions. Information and data specific to India would need to be communicated.

-Get involved/Join Fairtrade:The section showing different ways to engage with the Fairtrade India project through our education institution and workplace programmes, towns movement, campaigns, community members, for supporters, volunteers, vacancies, public consultations, etc.

-For Businesses- How businesses can engage with Fairtrade in India to source sustainably and develop Fairtrade Labelled products, to retail and distribute Fairtrade products, for the hospitality sector and other business stakeholders.

-Buy Fair- Displaying the Fairtrade Labelled products available in India along with a brief introduction to the brand's commitment and examples of impact being created by buying these Fairtrade Labelled products. Information about availability (online and offline) would also need to be displayed. We want to link the consumers to the websites of the brands we work with to purchase.

-News: A section for news content (news will also feature prominently on the homepage) this would capture updated information and content like a blog with updated posts from different activities and linking to different parts of the website and different microsites/programme websites where relevant. An listing of our latest press releases and stock information for members of the media to refer to.

Brand guidelines

To enable the design and visual language of this development, there would be specific brand guidelines provided which would cover the global fairtrade guidelines as well as our donor visibility as per their guidelines.

Website functionality and Custom Development Requirements

Fairtrade India project is open to employing CMSs which can match the array of features required by the website. Fairtrade India is making a series of microsites for deeper engagement with specific stakeholders like schools, universities, towns in addition to our campaign microsite and websites of Fairtrade International network, Website of Centre for Social Markets where also we would like to link our audience to. We want the CMS to sync with the other microsites and for it to be easy to be linked back to. The website is expected to have a combination of standard content pages (text, video inserts, graphics, infographics, links with a design-first approach) and specific custom developed pages with added functionality. In addition, certain additional features would be required to enhance the experience and interactivity. The details for development are mentioned below:

-The website is expected to have between 30 to 40 content pages with a combination of text, links, videos, photos, downloadables and other static content. These pages will also have sections for related content/pages linking to different relevant parts of the site and other microsites. Ability to develop clearly distinct content types and merge elements of multiple content types into front-end display templates (e.g., seeing a thematic issue, then seeing ‘the product specific content’ beneath it based on taxonomy + entry date, etc). Ability to preview new or modified content before it is pushed live.

-Custom home page- A strong design component which introduces the Fairtrade and UN SDG-12 concept on the home page and is also relevant for returning visitors. Designing the landing page in a comprehensive manner to link to different aspects of the website and an easy to navigate through wireframe.

-Product section with management of products through a hierarchy of categories, brands and SKUs. Details related to the origin of ingredients and the Fairtrade impact to be displayed. A list by cities/states where products can be found along with online lists.

-Find products near me- by entering Pin code a person can find the stores and products near them.

-Publications Library & Resources: This section would contain a variety of different publications, from annual reports and strategies, to our own research studies and position papers. Front-end filters would allow users to select specific types and see these in a ‘shopping’ or Netflix style tiles display. Back-end, taxonomizing publication entries would also mean we can send specific filtered sets to targeted aggregators on the front-end (e.g., a page in the Impact section showing all external evaluations of Fairtrade).

-Newsletter- a section through which visitors can sign up for a newsletter subscription as well as read previous newsletters and updates.

-Jobs/Tenders/Vacancies/Consultations: Section to post vacancies, calls for proposals and public consultation notices at Fairtrade India. A simple filter process by type of call/vacancy. Expiring entries would be ideal (so they remove themselves from the website after application deadlines pass but stay at the admin level).

-Conditional contact form: A ‘phone tree’ styled contact form, where user selections display appropriate/relevant information as well as contact details; the user selections direct requests to the most relevant person/e-mail id. E.g., a user who selects ‘Licensing questions’ is presented with basic facts about licensing and a Captcha-protected form that transmits a message to the Licensing team, whereas a user who selects ‘Media request’ might be directed to the communications team. (Full details of the tree and paths to be determined)

-Social media: To add dynamism, incorporate a block displaying our Twitter feed, and select/curated youtube videos if possible the Instagram feeds.

-Cookie consent tool to be implemented with a thought through explanation of why this data is relevant for us to encourage users to accept it.

-Plug-ins for the user to easily share the content, download resources and engage with the content.

-The Admin function for the CMS will need to have the following capabilities:

-Admin features for the CMS are important. Not over complicated, simple user management of the back end.

-User admin and access rights controls with the website having Permissions-based user groups (admins, site-wide editors, single-content type editors, etc).

-Full content management features for uploading, text, images, videos, downloadable links in an easy user interface.

-One-click, no-cost updates to CMS are preferred. We would like to avoid the frequent update cycles of CMSs.

-A product interface with a cross section of information in hierarchy as well as the stores where specific products may be available in specific cities.

-A newsletter module which allows content from the blog and different sections of the website and other microsites to be shared with a subscriber base.

-An option to post vacancies and job postings along with tenders.

-Website performance and visitor activity tracking metrics being integrated through Google Analytics and other metrics like downloads of resources etc.

-Upload function to upload images/PDFs other information on various pages

-Proposals for a fixed-cost, retainer-type arrangement combining server administration, system maintenance, regular back-ups, and occasional support with bug fixes and enhancements.

Budget Proposals

Budgets to cover costs for website design, website development, content development for the website as well as designing the landing page and navigation strategy, security, content curation, advisory on architecture, maintenance and include a system to take regular back ups.

As a not for profit we have limited budgets but significant funds to communicate the essence of the project and have a great website up. It is crucial to work with a team that understands Fairtrade requirements and a set of writers who can add to and develop the narrative for different users. .


1. Website design and Content as per agreed the wireframe.

2. Full technical development and all plugin requirements to be included in the development costs.

3. A responsive actual Fairtrade India website should be LIVE after UAT Testing with upto 40 pages including highly customized pages.

4. Admin Module of the CMS

5. Website hosting with SSL certificate, Video and image back-ups- costs separately

6. Team Training and User Manual

7. Analytical report of the microsite performance and traffic including Google Analytics integration

8. Handover of the website along with the source code

9. Maintenance costs of the website for 6 months after the website goes live.

Selection Process:

Based on this Scope of Work document, all parties interested to bid for this project should send a preliminary Expression of Interest (EoIs) with the following details -

-Preliminary commercial estimate;

-Technical proposal (of the architecture and platforms being proposed and which all features are included or if any functionality is excluded in the commercial estimate);

-Samples of website design work

-Samples of content writing work done by the writers for websites

-Full profile of the bidding entity including relevant experience and client list;

-Estimated timelines and stages for the development and roll out.

The top Five EoIs would be provided a detailed scoping document and they should provide a final detailed commercial proposal along with a technical proposal, content and design mock-up/ draft designs as well as the final timelines from which one vendor would be selected.

Note: a maximum of 20% of variance between EoI and final commercial proposal will be permitted. A variance in quote greater than that would result in automatic elimination of the proposal.

All communication should be sent to jobs.fairtrade@gmail.com with a copy to devina.fairtrade@gmail.com



Submission of EOI (with commercials) 29 July 2021

Evaluation by Fairtrade India Team and notification to top 5 candidates along with additional information such as some added features 2 August 2021

Negotiations and Re-submissions 6 August 2021

Final decision on the vendor selection 11 August 2021

Stage I website LIVE 15 September 2021

Final website development and Go Live 15 October 2021

Maintenance support 14 April 2022

Job Email id: jobs.fairtrade@gmail.com