Cluster Diagnostic Study Business Development Plan for...

Cluster Diagnostic StudyCluster Diagnostic Study

& &

Business Development PlanBusiness Development Plan

for Brassware Carving Cluster, for Brassware Carving Cluster,

Balahedi, DausaBalahedi, DausaSubmitted to:Submitted to:

Industries Department,Industries Department,Govt. of RajasthanGovt. of Rajasthan

Submitted By-Maharana Pratap Adhyayan Evam Jan Kalyan Sansthan, Jaipur

ClusterCluster-- At a GlanceAt a GlanceData sourceData source-- According to the DIC, RajasthanAccording to the DIC, Rajasthan

�� Geographical AreaGeographical Area-- NH NH –– 11, Jaipur 11, Jaipur -- Agra Highway, about 60 kms Agra Highway, about 60 kms

from Dausa towards Agra and 120 kms from Jaipurfrom Dausa towards Agra and 120 kms from Jaipur

�� The estimated number of artisan families in Balahedi Cluster is around 70 The estimated number of artisan families in Balahedi Cluster is around 70 to 80to 80 Apprx.Apprx.

�� Average income of skilled artisan familyAverage income of skilled artisan family -- Rs. 4000/Rs. 4000/-- to 5000/to 5000/-- per per monthmonthmonthmonth

�� Average income of master artisanAverage income of master artisan-- Rs. 150Rs. 150--250 per day250 per day

�� Artisan work on job basisArtisan work on job basis-- Rs. 5Rs. 5--12 per hour12 per hour

�� Working hour per dayWorking hour per day-- 77--10 hours 10 hours

�� Educational status of artisans on an averageEducational status of artisans on an average-- 88thth to 10to 10thth

�� Educational status of Master artisans on an averageEducational status of Master artisans on an average-- 1010thth to graduateto graduate..

�� Average dresses production per dayAverage dresses production per day-- About 350About 350

��Average turn over per yearAverage turn over per year-- Rs.50.00 LacksRs.50.00 Lacks

Our VisionOur Vision�� The glory of this craft and cluster should The glory of this craft and cluster should be increased by number of folds and the be increased by number of folds and the efforts should attract more and more efforts should attract more and more avenues of employment and incremental avenues of employment and incremental incomes. incomes. incomes. incomes.

�� Number of Artisans should grow 50% and Number of Artisans should grow 50% and average income should go up at least average income should go up at least 20%20%--25% from present level25% from present level

Our strategies to get the visionOur strategies to get the vision--

ThroughThrough--

�� Community MobilizationsCommunity Mobilizations

�� Artisans welfare activitiesArtisans welfare activities

�� Skill and Designing TrainingSkill and Designing Training

�� Establishment of Common Facility centre Establishment of Common Facility centre (TDRC)(TDRC)

�� IT trainings( use of new techniques and IT trainings( use of new techniques and soft wares in designing) for selected soft wares in designing) for selected artisansartisans

�� Entrepreneurship development programsEntrepreneurship development programs--

Management modules (EDP)Management modules (EDP)

�� Marketing Facilitation Marketing Facilitation

�� Documentation Documentation

Monitoring and Evaluation Monitoring and Evaluation �� Monitoring and Evaluation Monitoring and Evaluation

Activities for various strategiesActivities for various strategies

�� Community MobilizationsCommunity Mobilizations�� Baseline surveyBaseline survey-- Grounding of the project, Grounding of the project, identification of target group i.e. identification of target group i.e. handmade brass handmade brass wares, decorative items and brass carvingwares, decorative items and brass carving

�� SHG formationSHG formation-- steps to form association of the steps to form association of the artisans, eventually formation of a federation.artisans, eventually formation of a federation.

�� Linkages with the banks and Financing AgenciesLinkages with the banks and Financing Agencies

�� Motivation & awareness seminars in cluster Motivation & awareness seminars in cluster

�� Orientation workshops in cluster Orientation workshops in cluster

�� Awareness campaign about global market scenario Awareness campaign about global market scenario

�� Establishment of a common facility centre called Establishment of a common facility centre called “Technology & Design Resource Centre” (TDRC) “Technology & Design Resource Centre” (TDRC) at . at . Balahedi, DausaBalahedi, Dausa

• Artisans welfare activities-• Eye camps in cluster

• Health check-up camps

• Crèches for the children of female artisans

• Link up of illiterate artisans with the various literacy

programs like adult education etc.

• Need based activities

• Skill and Designing Training-•Skill training of for value addition-

Professionals from the designing field will be called upon to impart training to

the artisans through IICD, NID, NIFT, AIDC etc. .

• Skill Augmentation:-Under this category the artisans are already

endowed with some basic set of skills but they needs to be sharpen to

meet the emerging market demand.

•Skill Creation: This will be required in those areas where the

artisans do not have prior experience of working in the particular

activity but zeal and commitment is there

• Design and product development workshops and

seminars• Design and product development workshops and seminars

• Product design consultancy for the global market

• Raw material and skill assessment

• Product development using new materials

• Feedback from regional, national and international design

consultants and buyers.

• An opportunity to work with professional designers, which will

definitely widen their horizons

•Establishment of Common Facility centre (TDRC)

•TDRC will be pivot of all cluster development initiatives, working profile of TDRC will

be as follows –

• Skill Creation and Augmentation

• Group Dynamics

• Product outlet (showroom)

• Entrepreneurship Development Programs (EDPs)

• Technological Inputs wherever required.

• Design & Product Development• Design & Product Development

• Adaptation to mechanised process to increase efficiency and productivity.

• Market Information and Linkage.

• Capacity Building for use of new techniques and IT support of

designing and marketing as well.

• Networking

• Research and development.

• Raw material resource centre

• Maternal & Child Health (Information, Education and Communication / Training)

Basically four sections-

•Traditional Designing resource centre

• Modern designing using IT

• Marketing management

• Group Dynamics

•IT trainings( use of new techniques and soft wares in designing) for selected artisans-

• Training of useful programs and soft wares such as

AutoCAD etc.

• Web site development and Updating

• Use of internet for global marketing and to know the

trends and designs.trends and designs.

•Entrepreneurship development programs-Management modules (EDP)-

• Micro Enterprise Marketing Management Training/

Conduct need based EDPs on-

•Costing and pricing

•Production planning and management

• National and International buying cycles

and trends.

• Distribution, packaging etc.

• Quality control

• Financial management and other

related aspects.

• Sales.

• Trade Fair participation.• Trade Fair participation.

• Design & Product Development.

• Exposure/Exhibition visits.

• Marketing Facilitation-

• TDRC will help the artisans on the basis of collective marketing not only

in the local market as well as outside the market.

• It will also help in negotiations and timely execution of orders. TDRC

will also give inputs on the following aspects:-

• Product Promotion

• Pricing

• Linkages with whole-sellers, retailers and exporters etc.

• Trade Meets with buyers and sellers

• Fairs & Exhibitions – Private, NGO, DCH, urban haats,

CAPART, ITPOCAPART, ITPO

• E-marketing and Web site for TDRC Nayala

• Product Information Brochures

• CD Catalogues

• Price Lists

• Publicity and Brandings

• Building trade networks.

• Market Coordination.

• Fashion shows

Documentation-•Video clipping

•Brochure preparation

• Design resource centre development

• web site updating time to time

• documentation of SHG activities etc

• media coverage

Monitoring and Evaluation-•LFA•LFA

•MIS

•Review and planning meetings

• internal assessment

•

S. NoS. No.. ParticularsParticulars

1.1. Introduction Implementing AgencyIntroduction Implementing Agency

2.2. Conceptual BackgroundConceptual Background

3.3. Diagnostic Study Report Project Area and Profile Product and Diagnostic Study Report Project Area and Profile Product and Production ProcessProduction Process

4.4. Value Chain Analysis People MarketValue Chain Analysis People Market

5.5. Production Related InfrastructureProduction Related Infrastructure

6.6. Cluster LinkagesCluster Linkages6.6. Cluster LinkagesCluster Linkages

7.7. Cluster MapCluster Map

8.8. SWOT AnalysisSWOT Analysis

9.9. Detailed Business Plan Vision objectives Specific Objectives Detailed Business Plan Vision objectives Specific Objectives Scope of work Operational Methodologies Scope of work Operational Methodologies

10.10. Training Centre cum Business Development Service ProviderTraining Centre cum Business Development Service Provider

11.11. Integrated Work Plan & Budget of Handloom Cluster Rajpura Integrated Work Plan & Budget of Handloom Cluster Rajpura Patalwas Patalwas

. . Integrated Work Plan & Budget of Brassware Carving Cluster, Integrated Work Plan & Budget of Brassware Carving Cluster,

Balahedi, Dausa for Three YearsBalahedi, Dausa for Three Years

A. OBJECTIVE A. OBJECTIVE –– Grounding of Project Management TeamGrounding of Project Management Team

S. S. NoNo

ActivityActivity SubSub--ActivityActivity DurationDuration BeneficiariesBeneficiaries VenueVenue

Estimated Estimated ExpenditureExpenditure

Rs. in lacksRs. in lacks

CoordinatingCoordinating

AgencyAgency

ResourceResource

AgencyAgency

SelectiSelection and on and PlacemPlacement of ent of StaffStaff

Selection of Project Team Selection of Project Team Placement of Project Placement of Project TeamTeam Project Project CoordinatorCoordinator--1 @ 1 @ Rs.25000 per month Rs.25000 per month

36 36 MonthsMonths

Entire ClusterEntire Cluster BalahediBalahedi 36.7236.72 MPSMPS

StaffStaff Rs.25000 per month Rs.25000 per month Community MobiliserCommunity Mobiliser--1 1 @ Rs.10000 per month @ Rs.10000 per month Designer Designer --1 @ Rs. 1 @ Rs. 20000 per month Master 20000 per month Master Craftsman Craftsman --1 @ 1 @ Rs.10000 per month Rs.10000 per month Faculty for EDP @ Faculty for EDP @ Rs.15000 per month Rs.15000 per month Marketing ExecutiveMarketing Executive--1 1 @ Rs. 20000 per month @ Rs. 20000 per month TA/DA maximum @ Rs. TA/DA maximum @ Rs. 2000 Per month for 2000 Per month for Community Mobiliser Community Mobiliser --1 1 on actual basis on actual basis

B. OBJECTIVE: B. OBJECTIVE: -- Community Mobilization and Community ParticipationCommunity Mobilization and Community Participation

Job Job ChartsCharts

Preparation of Job Chart for Preparation of Job Chart for project volunteersproject volunteers

2 Days2 Days Project TeamProject Team JaipurJaipur NILNIL MPSMPS

Monthly Monthly PerformPerformanceance

Monthly Performance targets Monthly Performance targets and assignment to project and assignment to project team.team.

2 Days2 Days

Project TeamProject Team

JaipurJaipur NILNIL MPSMPS

11 Organization of Organization of Motivation SeminarsMotivation Seminars

Information Information dissemination, dissemination, motivation and main motivation and main

One DayOne Day Entire Entire ClusterCluster

BalahediBalahedi 3.003.00 MPSMPS

motivation and main motivation and main streamingstreaming

22 Organization of FollowOrganization of Follow--up Seminarsup Seminars

Information Information dissemination, dissemination, motivation and followmotivation and follow--upup

One DayOne Day Entire Entire ClusterCluster


33 Formation & Formation & Strengthening of 30 Strengthening of 30 SHGs and Federations SHGs and Federations of weavers ( 1 each)of weavers ( 1 each)

Survey of artisans, Survey of artisans, Formation of SHGs and Formation of SHGs and preparation of profiles preparation of profiles .Weakly contact with .Weakly contact with SHG members by SHG members by project team. Monthly project team. Monthly report on each SHG report on each SHG Quarterly meeting with Quarterly meeting with AssociationAssociation

Ongoing Ongoing ProcessProcess

Entire Entire ClusterCluster


44 Local Local –– Regional and Regional and National Networking National Networking with Local State and with Local State and National level National level organizations and all organizations and all stakeholders stakeholders

Stakeholder workshops Stakeholder workshops with SHGs / Association/ with SHGs / Association/ artisans Association/DIC artisans Association/DIC Jaipur / Design Institute Jaipur / Design Institute etc. First workshop in etc. First workshop in Balahedi Second Balahedi Second workshop in Balahedi workshop in Balahedi Third workshop in Jaipur Third workshop in Jaipur Fourth Workshop in JaipurFourth Workshop in Jaipur

One DayOne Day Entire Entire Cluster Cluster

Balahedi Balahedi 1..0 1..0 (0.25 (0.25 for for each each workshworkshop)op)

MPSMPS

C. OBJECTIVE : Address thee general health problems and enhancement of C. OBJECTIVE : Address thee general health problems and enhancement of efficienciesefficiencies

Water, Sanitation, Water, Sanitation, Health, Education Health, Education

Awareness and service Awareness and service Camp on health, water & Camp on health, water &

One DayOne Day Entire Entire Cluster Cluster

BalahediBalahedi 1.0(0.21.0(0.25 for 5 for

MPSMPSHealth, Education Health, Education and literacy service and literacy service

Camp on health, water & Camp on health, water & sanitation issues. (2 sanitation issues. (2 Camps)Eye and Asthma Camps)Eye and Asthma Camp (2 Camps)Camp (2 Camps)

Cluster Cluster 5 for 5 for each each camp)camp)

Community Workshop on Community Workshop on literacy, primary education literacy, primary education (2 Camps) (2 Camps)

2 Days2 Days Entire Entire Cluster Cluster

BalahediBalahedi 0.50(0.0.50(0.25 for 25 for each each camp)camp)

MPSMPS

D. OBJECTIVE : Skill creation / enhancementD. OBJECTIVE : Skill creation / enhancement

Skill Development Skill Development TrainingTraining

Skill Training on Brassware Skill Training on Brassware Preparation work @Rs. 2.00 Preparation work @Rs. 2.00 lacks per traininglacks per training

3 Months 3 Months x 16 x 16 trainingstrainings

320320 BalahediBalahedi 32.0032.00 MPSMPS

Design Development Design Development TrainingTraining

Design Training on Design Training on Brassware Carving @Rs. Brassware Carving @Rs. 2.00 lacks per training2.00 lacks per training



Technical UpTechnical Up--gradation Traininggradation Training

Technical UpTechnical Up--gradation gradation Training on Brassware Training on Brassware Carving and Product Carving and Product Development @Rs. 2.00 Development @Rs. 2.00



Development @Rs. 2.00 Development @Rs. 2.00 lacks per traininglacks per training

EE. . OBJECTIVE: Exposure visits for enhancement of productivity and improved OBJECTIVE: Exposure visits for enhancement of productivity and improved

activitiesactivities

Exposure/Educational Exposure/Educational visits for Artisans visits for Artisans (interlinking with (interlinking with other Cluster for other Cluster for better productivity better productivity and dynamic growth and dynamic growth of clusterof cluster

First Exposure visit for First Exposure visit for women Artisanswomen Artisans

3 Days3 Days 2525 JaipurJaipur 0.300.30 MPSMPS

Second Advance Study Second Advance Study Programme for SHG leaders Programme for SHG leaders

7 Days7 Days 2525 Andhra Andhra PradeshPradesh

0.750.75 MPSMPS

Preparation and Preparation and Distribution of Distribution of Identity Cards for Identity Cards for WeaversWeavers

Preparation and Preparation and Distribution of ACC Distribution of ACC


F. OBJECTIVE : Addressing the capital needs by establishment of appropriate F. OBJECTIVE : Addressing the capital needs by establishment of appropriate

credit linkagescredit linkages

Preparation and Preparation and Distribution of Distribution of Identity Cards for Identity Cards for WeaversWeavers


G. OBJECTIVE : Product and Design DevelopmentG. OBJECTIVE : Product and Design Development

Distribution of ACC Distribution of ACC for artisans Credit for artisans Credit card for loan card for loan disbursement disbursement

Credit Camps with Credit Camps with DLCC and NABARD DLCC and NABARD Support Support


Insurance support Insurance support

campscamps


H. OBJECTIVE : Marketing and establishment of brandH. OBJECTIVE : Marketing and establishment of brand

1.1. Development of new Development of new products and design products and design

05 months05 months 100100 BalahediBalahedi 5.005.00 MPSMPS

1.1. Special Exhibition Special Exhibition cum Sale and Buyer cum Sale and Buyer seller meet in Jaipurseller meet in Jaipur

03 Days03 Days Entire Entire ClusterCluster

JaipurJaipur 06.0006.00 MPSMPS

Communication Communication campaign for market campaign for market promotion to Posters promotion to Posters / Calendars/ / Calendars/

Entire Entire ClusterCluster

StateState 2.002.00 MPSMPS

I. OBJECTIVE : Research / process documentation / evaluation studiesI. OBJECTIVE : Research / process documentation / evaluation studies

/ Calendars/ / Calendars/ Signage’s and Signage’s and AdvertisementAdvertisement

Portal on Brassware Portal on Brassware Craft Craft


Global Global marketmarket

1.001.00 MPSMPS

1.1. Mid Term Evaluation Mid Term Evaluation on new collection and on new collection and productivity / Income productivity / Income Improvement Improvement



J. OBJECTIVE: Establishment and Management of Training cum Resource Centre in J. OBJECTIVE: Establishment and Management of Training cum Resource Centre in

BalahediBalahedi

Mid Term Evaluation Mid Term Evaluation on new collection and on new collection and productivity / Income productivity / Income Improvement Improvement

2.2. New Technology for New Technology for better efficiency better efficiency



11 Setting up of Centre Setting up of Centre with requisite with requisite Facilities Facilities

Cost of constructionCost of construction

--

Entire Entire clustercluster


Electricity & Electricity & -- Entire Entire 0.540.54 MPSMPSElectricity & Electricity & Maintenance (@ 1500 Maintenance (@ 1500 per month)per month)

-- Entire Entire clustercluster

--

0.540.54 MPSMPS

Fourniture n fixture, Fourniture n fixture, computer, Handlooms, computer, Handlooms, etcetc

--

Entire Entire clustercluster --

8.008.00 MPSMPS

Internet facilityInternet facility -- Entire Entire clustercluster

-- 0.500.50 MPSMPS

Design books, Design books, literatures, swatches, literatures, swatches, prototypes, stationary, prototypes, stationary, etcetc

-- Entire Entire clustercluster

-- 0.500.50 MPSMPS

MiscellaneousMiscellaneous -- Entire Entire clustercluster

-- 0.500.50 MPSMPS

SUB SUB TOTALTOTAL

165.11165.11

AdministrAdministrative ative Expense @ Expense @ 10% =10% =

16.5116.51

Grand Grand TotalTotal

181.62181.62

SWOT AnalysisSWOT Analysis

STRENGTHS STRENGTHS Traditional Skills Low Capital Traditional Skills Low Capital Investment Highly Specialized Craft No Investment Highly Specialized Craft No entry or exit barriers Strong presence with entry or exit barriers Strong presence with mainstream textile market Great potential mainstream textile market Great potential with product diversificationwith product diversification

WEAKNESSES WEAKNESSES Lack of capital No risk Lack of capital No risk taking ability Lack of enterprising ability taking ability Lack of enterprising ability No standardization Lack of market No standardization Lack of market exposure Large family size Monotony in exposure Large family size Monotony in production Lack of product diversificationproduction Lack of product diversification

OPPORTUNITIES OPPORTUNITIES Stakes in domestic Stakes in domestic market can be increased to many folds market can be increased to many folds Customized niche market domestically and Customized niche market domestically and globally can be developed by introducing globally can be developed by introducing new range of products Craft based tourism new range of products Craft based tourism can be promoted as it is quite near to can be promoted as it is quite near to Jaipur Scope for developing skill sets, Jaipur Scope for developing skill sets, designs, products, entrepreneurship and designs, products, entrepreneurship and marketing capabilities. marketing capabilities.

THREATS THREATS Low income Job base work Low income Job base work Poor returns Health hazards Industrial Poor returns Health hazards Industrial product are cheaper than hand made product are cheaper than hand made cloth Risk taking capability is poor cloth Risk taking capability is poor Occupational switch overOccupational switch over

Cluster Diagnostic Study Business Development Plan for...

Documents

Transcript of Cluster Diagnostic Study Business Development Plan for...