Development and Implementation of Marketing Plan for Handicrafts of Birbhum Cluster Namely Kantha...

7/22/2019 Development and Implementation of Marketing Plan for Handicrafts of Birbhum Cluster Namely Kantha Stitch, Bat

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DEVELOPMENT AND IMPLEMENTATION OF MARKETING PLAN FOR

HANDICRAFTS OF BIRBHUM CLUSTER NAMELY KANTHA STITCH, BATIK PRINT,

TUSSAR SILK AND LEATHER PRODUCTS IN LOCAL, NATIONAL AND

INTERNATIONAL MARKET.

Om Prakash N. Choudhary

Pratik Ghosh

Preti Kedia

Sanjeev Kumar

Saptarishi Bagchi

Tej Prakash

BATCH-[2008-10]

MASTER OF FASHION MANAGEMENT

DEPARTMENT OF FASHION MANAGEMENT STUDIES

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

[KOLKATA]


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DECLARATION

We hereby declare that the Project entitled Development and Implementation of

Marketing Plan for handicrafts of Birbhum Cluster namely Kantha Stitch, Batik Print,

Tussar Silk and Leather products in Local , National and International Market submittedtowards, partial fulfilment of the Degree of Master of Fashion Management is our

original work and no part of the project has been copied from any other reports or any

other work carried by someone else which has been submitted for any other

degree/award.

However, any material taken from any other published source has been suitably

referred and acknowledged at various places.

Name:Preti Kedia

Roll number:1

Name:Pratik Ghosh

Roll Number:2

Name:Tej Prakash

Roll Number:3

Name:Saptarshi Bagchi

Roll Number:4

Name:Om Prakash Choudhary

Roll Number:15

Name:Sanjeev Kumar

Roll Number:30

Centre: Kolkata


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CERTIFIACTE FROM GUIDE REGARDING COMPLETION OF WORK

This is to certify that the Project entitled Development and Implementation of Marketing

Plan for handicrafts of Birbhum Cluster namely Kantha Stitch, Batik Print, Tussar Silk

and Leather products in Local, National and International Market submitted towards thepartial fulfilment of the Degree of Master of Fashion Management

by....................................................... is his original work under my guidance and the

results are based on the research done by him.

(...........................................)

Name of Guide/Designation

Date:

Place:


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ACKNOWLEDGEMENT

We are grateful to NIFT for providing me an opportunity to do research work on

Development and Implementation of Marketing Plan for handicrafts of Birbhum Cluster

namely Kantha Stitch, Batik Print, Tussar Silk and Leather products in Local , Nationaland International Market .We express our whole hearted thanks to our guide Dr

Sougata Banerjee for his encouragement and moral support in organizing our work and

giving me valuable tips for making it presentable.

We are indebted to.Mr. Dibyendu Bikash Datta , CIC and mentor who has guided and

supervise us throughout this study. I have no words to express our gratitude to him.

We are also thankful to Mrs. Bharti Moitra, Mrs. Ritu Malhotra and Mr. Gangadhar Malik

for providing us the details of conducting the research from its inception.

I will be failing in my duty if I do not mention the name of my CC Prof. Taposh Kr

Bhattacharya and other faculty members for their help in my Degree Project.

Lastly we are also obliged to Ms. Meghna Mitra, Mr. Shantanu, the members of Mahila

Mahasangha and all other people for providing us valuable informations.

Omprakash choudhary

Preti Kedia

Pratik Ghosh

Sanjeev Kumar

Saptarshi Bagchi

Tej Prakash

Master of Fashion Management

(Batch:2008-2010)


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TABLE OF CONTENTS

CHAPTER NUMBER TITLE PAGE NUMBER


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LIST OF TABLES

TABLE NUMBER TITLE PAGE NUMBER


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LIST OF GRAPHS

GRAPH/FIGURE

NUMBER

TITLE PAGE NUMBER


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RESEARCH OBJECTIVES

Primary Objective:

Development and Implementation of Marketing Plan for Handicrafts.

Secondary Objectives:

Development of product catalogue for cluster products.

Identification of Potential buyers in the different markets.

Generation of Sales for Handicraft products.


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RESEARCH METHODOLOGY

Primary Data: Exploratory Research

Market Survey

Observation

Secondary Data:

Buyers and Exporters Information

Legal Documents

Information about Trade Fairs

Other collected information


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INTRODUCTION TO HANDICRAFTS IN INDIA

Handicrafts constitute an important segment of the decentralized/unorganized sector of

Indian economy. Originally, started as a part time activity in rural areas, it has now

transformed in flourishing economic activity due to significant market demand over the

years. Handicrafts have big potential as they hold the key for sustaining not only the

existing set of millions of artisans spread over length and breadth of the country, but

also for increasingly large number of new entrants in the crafts activity. Presently,

handicrafts are contributing substantially in employment generation and export. The

Handicraft sector has suffered due to very nature of being in the unorganized sector

with additional constraints like lack of education, capital, poor exposure to new

technologies, absence of market intelligence and poor institutional framework.

The handicraft sector enjoys a special significance in the countrys economy in terms of

employment generation as well as earning of foreign exchange through exports.

Estimates based on the population census, survey (NSSO), NCAER survey and other

studies and information available for the unorganized cottage industry sector reveal that

the annual growth rate of employment (both direct and indirect) in the handicrafts sector

could be around 2.5%.

Craftspersons form the second largest employment sector, second only to agriculture.

According to statistics from craft NGOs, there are about 23 million craftspersons in India

today. In the old days, craft was the only industry known to mankind. Products were

made based on the market requirements, harnessing the skills of communities, utilising

traditions handed over from father to son. Craft bore utilitarian features which melded

with aesthetics. With foreign dominance Indian craft and the handloom industry were

severely exploited; and the attitude of submission and acceptance added to the

downslide. Some of the urban sophisticates dictated by western trends dismissed craft

as being part of the impractical aesthetics milieu and recoiled at being labelled "arty" -

desi style. It was only after independence that the need to redefine and rediscover a

status for craft was keenly felt, and awareness for protecting skills was accentuated by


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craft activists, and slowly agencies for craft development were established by the Indian

Government.

The craft or handicraft sector is the largest decentralized and unorganized sector of the

Indian economy. Craftspeople form the second largest employment sector in India,second only to agriculture. Handicrafts are rightly described as the craft of the people:

there are twenty-three million craftspeople in India today. In India, craft is not merely an

industry but a creation symbolizing the inner desire and fulfillment of the community.

While handicrafts, be it metal ware, pottery, mats, wood-work or weaving, fulfill a

positive need in the daily life of people, they also act as a vehicle of self-expression, and

of a conscious aesthetic approach.

Handicrafts being a state subject, its development and promotion are the primary

responsibility of the State Government. However, the Office of the Development

Commissioner (Handicrafts) has been supplementing their efforts by implementing

various developmental schemes at the central level for the handicrafts sector.


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SWARANJAYANTI GRAM SWAROJGAR YOJNA

The SGSY self employment programme has been launched by Government of India

w.e.f. 1.4.1999 with a holistic approach by replacing schemes like Integrated Rural

Development Project (IRDP), Training for Rural Youth and Self Employment

Programme (TRYSEM), DWCRA, Supply of Improved Toolkit to Rural Artisans (SITRA),

MWS and Gramya Krushi Yojana etc.

Objective

Development of Micro-entrepreneurs by utilizing resource and services available

in rural area.

Formation of Self Help Groups (SHG) and User Groups (UG) to increase

efficiency and self sufficiency.

Adoption of Key activities.

Development of rural technology.

Beneficiary

BPL families are targeted people to be eligible to get this opportunity. The beneficiary is

named as Swarojagary (self earning person) and Self Help Group (SHG)

Self-Help Group:

A Self- Help Group (SHG) may generally consist of 10-20 persons. However, in difficult

areas like deserts, hills and areas with scattered and sparse population and in case of

minor irrigation and disabled persons, this number may be from 5.20. The difficult areas

have to be identified by the state level SGSY Committee.

Compositions of the Self-Help Group:

Generally all members of the Group should belong to families below the poverty.

However, if necessary, a maximum of 20%, and in exceptional cases, where


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essentially required, up to a maximum of 30% of the members in a Group may be

from families marginally above the poverty line, living continuously with BPL families

and if they are acceptable to BPL members of the Group. The APL members of Group

will not be eligible for subsidy under the scheme and shall not become office bearers (

Group leader, assistant group leader or treasurer ) of the group. The BPL families

must actively participate in the management and decision making which should not be

entirely in the hands of APL families.

In case of disabled persons a group may comprise of persons with diverse disabilities

or group may comprise of both disabled and non-disabled persons below the poverty

line.

Aim

i) Upliftment of BPL (Below Poverty Line) families in rural areas.

ii) To assist under bank credit and Government Subsidy.

iii) Each Swarojagary would get Rs.2000/- PM. after repayment of bank loan.

Government Assistance

There is no limit of loan amount but certain limitations are provided for Government

assistance. The subsidy amount may be allowed only after full payment of bank loan.

The following are the criteria for subsidy:

(1) For SC/ST Swarojagary:- 50% or Rs.10,000/- of loan amount which ever is less.

(2) For general Swarojagary:- 30% or Rs.7500/- of loan amount which ever is less.

(3) In case of SHG 50% or Rs.1,25,000/- of loan amount which ever is less.

(4) There is no limit in case of Irrigation sector in respect of group finance.


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CLUSTER DEVELOPMENT AND ROLE OF NIFT

The Cluster Development Initiative (CDI) is a Special Project under the aegis of the

Swaranjayanti Gram Swarojgar Yojna of the Ministry of Rural Development.

Government of India and the only initiative of its kind in the world to be undertaken by a

fashion institute. The CDI coalesces the traditional creativity of Indias rich craft heritage

with contemporary design and marketing strategies. Incorporating fair trade practices

and ethical consumerism in its operations. It aims to benefit ten thousand crafts persons

(seventy percent of who live below the poverty line) over three years in the five clusters

of Birbhum (West Bengal), Dhar (Madhya Pradesh), Surendranagar (Gujrat), Kozhikode

(Kerla), and Hampi (Karnataka). Already, a mutually advantageous link has been

established between nine hundred NIFT students and three thousand artisans, whogave together created over two thousand five hundred new products. Two hundred and

eighty self-help group have been formed which have provided impetus to the clusters in

the areas of product design and development, marketing and promotion. Further, NIFT

has collaborated with the Offices of the Development Commissioner Handicraft for

showcasing and marketing of the products created under the initiative.

About the Project:

Craft documentation was introduced in the curriculum, with the idea of sensitizing

design students who came from city background towards regional craft traditions of

India in 1990. This gave them a good exposure to the rural crafts in there natural habitat

where they were made by the artisans from locally available materials and using home

made tools. The exposure resulted in developing greater sensitivity and appreciation of

the crafts and the indigenous processes. Since this was a one time activity there was no

long term association of the students and NIFT with the crafts and artisans which was

much needed.

In 2003 when the curriculum of NIFT was restructured, an industry survey was

conducted, and a strong need was felt by the industry that NIFT should play a

preeminent role in bringing the craft legacy of India to the main stream. This need


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clubbed with the vision of NIFT for concern for social and human values led to the

evolution of Cluster development initiative. This initiative has been interwoven with the

curriculum of the NIFT, through which all the students across Design, Technology and

Management visit the cluster after 4th Semester.

NIFT approached Ministry of rural development with a project plan focusing on clear

deliverables. The Project was sanctioned by the ministry in five clusters under Special

Projects of the Swarnjayanti Gram Swarozgar Yogna (SGSY) of Ministry of Rural

Development, Govt. Of India. NIFT has identified 5 craft clusters and operationalized

the project in five centers of NIFT which are as follows:

State Cluster NIFT, Centers

1. West Bengal Birbhum NIFT Kolkata

2. Gujarat Surendranagar NIFT Gandhinagar

3. Kerala Khozhikode NIFT Chennai

4. Karnataka Hampi NIFT Bangalore

5. Madhya Pradesh Dhar NIFT New Delhi

Funding:

NIFT proposal was to intervene at holistic level and provide common platform for

various Govt. and non Govt. agencies. To involve the state Govt. in the initiativeproposals were made to various state govt. to contribute 25% funds for the project.

Selection of five clusters in the first phase was made on first cum first basis. Hence the

funding agencies for the project are Central and State Govt. (Ministry of rural

development) in the ratio of 75: 25. And the total cost of the project is 15 crores , 3

crores for each center.


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CLUSTER DEVELOPMENT INITIATIVE AT BOLPUR: ROLE OF NIFT KOLKATA

This project sponsored by the Ministry of Rural Development, Government of India and

Commissioner, Rural Development, Government of West Bengal aims at promotion of

Crafts & Textile Clusters and their distinctive styles for higher value realization. Over 9million artisans are employed in this unorganized sector in India who have been

gradually marginalized due to competitive pressure of dynamically shifting market and

globalization. The Cluster Development Initiative of NIFT endeavors both the vision

building and capacity building objectives for approximate 2,000 rural artisans of Birbhum

District of West Bengal engaged in Kantha Stitch, Batik , Leather, Tussar Silk ,

Macram through Design Development and Diversification, Skill upgradation training,

Innovation, Technological upgradation, Formation of self-help groups for linkages with

markets & financial institutions for sustainable income generation.

NIFT has been instrumental in implementing various projects for empowerment and

inclusion of people at all levels, through sustaining cultural diversity and enhancing local

employment potential.

Cluster development initiative of NIFT under the Swarnajayanti Gram Swarozgar Yojna

(SGSY) scheme of The Ministry of Rural Development, Government of India is a

significant step in this direction. SGSY is an effort of the government of India towards

offering a holistic program covering all aspects of self-employment such as organization

of the poor into self help groups (SHG), training, credit, technology, infrastructure and

marketing. The program has been designed to provide proper support and

encouragement to tap the inherent talents and capabilities of the rural poor. The intent

is to generate a revenue model aimed at self-sustenance of the artisans involved

through knowledge dissemination and entrepreneur building skills.


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The implementation is done at three levels:

1. Design Studio (DS): as focal points are based in NIFT centres for service and

support of business development needs including trends, forecast, market

intelligence, innovation and product development as well as training and

knowledge dissemination for cluster development.

2. The development of market linkages, linkages with financial institutions and

networking with the trade partners and stake holders and establishing micro-

enterprises has been initiated at the design nodes or Rural Development

Enterprise Centre (RDEC) at the clusters. This has been the nodal point to not

only facilitate the implementation of various initiatives, but also to pass on the

skills and competencies acquired as a result of various activities.

3. The activities of capacity building such as new product development, skills and

technological up gradation, common brands, etc. have been linked to the Shared

Resources & Technological Support Centres (SRTSC) at the sub-cluster

level.

NIFT

CONSUMERARTISANS

Rural DevelopmentDesigns Studios,

Shared Resources &

Technology Support


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4. The Deliverables

This project is a three year project (March 2005-2008), with measurable deliverables for

each year end. The development initiative is aimed to alleviate poverty levels of over

2000 beneficiaries, most of them (70%) belonging to below poverty line (BPL) byproviding skill and sustained employment.

During the first year of the initiative, the deliverables were community

mobilization to form SHGs, to develop strategies for interventions in design,

technology and market and managed areas based on diagnostic study as well as

setting up DS, REDC and SRTC.

During the second year, the deliverables initiated change and enhancement

amongst the beneficiaries through development of business models. Facilitating

knowledge and business intelligence, design and technical up gradation, forging

alliances with trade partners, trade promotions and supply chain management,

as well as operationalize the DS, RDEC and SRTCS.

In the third year self sustainable models and structures will be developed and

implemented through strengthening and optimization of structures of supply

chain and quality standards, define product development, capacities and

capabilities building, implementing trading cycles, collective brand and formationof federation of beneficiaries SHGs.

NIFT has also worked out a project evaluation plan for the entire project, which will be

based on a base line survey in the chosen clusters, followed by periodic updates of the

same, and then a conclusive survey at the end of the project period. The same shall

closely map all socio-economic developments in order to monitor the progress and

direction of the project.

The project aims to transfer and disseminate technology, information and skill resident

with the initiative to the grass roots level, thereby uplifting the living standards of BPL

families. It is very important that the whole effort is made into one brand which has a


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ridge story to tell, quality products to offer, and can be capitalized by t he artisans for

years to come for a meaningful living.

Birbhum:

The Birbhum District of West Bengal occupies a very important part in the socio-cultural

activities of our country along with the Visva Bharti University at Santiniketan being

present in this area. From time immemorial, Birbhum has been famous for its Art and

Crafts. The great Artist Shri Nandalal Basu was the pioneer introducing the batik effect

on fabric and its uniqueness to Leather Crafts. This region is amongst the few, which

have been able to harness the potential of Traditional Vegetable Tanned Leathers and

utilize its unique characteristics of accepting pressure and mould ability to create a

pleasing aesthetic experience.

In the year 1923, Shri Susen Mukhopadhyaya called upon the craftsmen of this region

to come under the umbrella of a society which we know today as Amar Kutir Society for

Rural Development. This society is today one of the oldest and largest in India which

caters to a whole gamut of Traditional Handicrafts including Leather goods and

Accessories, Kantha Stitch Embroidery, Hand Batik, Bell Metal, Silk reeling & Spinning,

Terracotta, jute, bamboo and Shola Work amongst others. The main areas of handicraft

in the Birbhum District are Bolpur, Nalhati, Ilambazar and Rajnagar.

Crafts identified of Birbhum

Kantha Stitch

Batik

Leather

Tussar Silk

InfrastructureFacilities:

Design Studio is established at the NIFT Kolkata to serve and support for

business development needs including Trends, market Intelligence, Innovation

and Product Development.


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Rural Development Enterprise Centre (RDEC) is situated at Bolpur

Santiniketanand will serve as a liaison office between the cluster and the center

and will also function the development of Market Linkages, Linkages with

Financial Institutions and Net working with trade partners and stakeholder.

Promotion of the Cluster capacity and Common Brands and establishing micro

enterprises will be initiated at the Design Nodes or Rural Development Enterprise

Centre (RDEC) at the cluster. This will be the nodal point to not only facilitate the

implementation for various initiatives but also to pass on the skills and

competences acquired as a result of various activities.

Shared Resources and Technology Support Centres (SRTSC) is set up at

Chhoto Simulia (near Bolpur), Rajnagar, Ilambazar (extension centre) and

Nalhati, which will serves a common facility center to all the sub clusters and

artisans who would like to avail facility. The activities of Capacity Building such

as New Product Development, Skills and Technological up gradation, Trainings

etc. will also be linked to the SRTSC at the Sub-Cluster level.

RDEC and SRTSC Role

The development of Market Linkages, Linkages with Financial Institutions and Net

working with trade partners and stakeholder, Promotion of the Cluster capacity and

Common Brands and establishing micro enterprises will be initiated at the Design Nodes

or Rural Development Enterprise Centre(RDEC) at the cluster. This will be the nodal

point to not only facilitate the implementation for various initiatives but also to pass on the

skills and competences acquired as a result of various activities. Bolpur Santiniketan

has been identified as RDEC. The activities of Capacity Building such as New Product

Development, Skills and Technological up gradation, Trainings etc. will be linked to the

Shared Resources & Technology Support Centers(SRTSC) at the Sub-Cluster level.

Chhoto Simulia(near Bolpur), Rajnagar, Ilambazar(extension centre) and Nalhati

have been identified as SRTSCs.


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Centre Place Block Name

RDEC Bolpur Bolpur Netaji Bazar Multiple Commodity Market Complex

SRTSC Chhoto Simulia Bolpur Tagore Society for Rural Development

Rajnagar Rajnagar Block Office

Tantipara Panchayat Building

Aligarh School Campus

Nalhati 1 Nalhati 1 Nalhati Panchayat Community Center

Major Crafts Identified

Kantha

The Sanskrit word kontha means 'rags.' One

legend links their origins to Lord Buddha and his

disciples, who used to cover themselves with

garments made from discarded rags that were

patched and sewn together. Rags displayed at

Indian shrines or tied to tree limbs symbolizeprayers and wards off the evil eye. The oldest extant kantha date from the early

1800s and is embroidered with blue, black and red threads that were unraveled

from sari borders. Because they were salvaged from used garments that had

been frequently laundered, the colors tend to be muted.


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Kantha Stitching is an age-old traditional craft which has its origin in rural Bengal

where it has developed over the decades as a Cottage Industry. The possibilities

of Value addition in seamed and seamless apparel via utilization of Kantha Stitch

is very high. The rich and exquisite hand embroidery Kantha work has a high

appreciation in the international market which needs to be further harnessed for

Value additions. The raw materials and tools used for this crafts are cloth, thread,

beads, tracing paper, stitching machine, needle, scissors, press iron etc.

Batik

Batik is an ancient art. The wax process was brought to India

by late Rathindranath Tagore. Son of the famous poet

Rabindranath Tagore. The word batik actually means wax

writing . It is a way of decorating fabric by covering a part of

it with a coat of wax and then dyeing the fabric. The waxed

areas keep their original color and when the wax is removed the contrast

between the dyed and undyed areas makes the pattern. The crackle effect of

batik is the most fascinating part which makes it unique. This results when the

cooled wax is cracked to allow the dye to penetrate in the final dye bath.

Leather

Embossed leather work on goatskin is a specialty of

West Bengal. The leather is cold embossed and the

intricate designs are hand painted using spirit dyes to

give an individual feel to the smallest and most

mundane object.

Leather handicraft is the largest type of crafts being done in the Birbhum District.

The uniqueness of the crafts done in this area is the Etching, Embossing and

batik styling that is synonymous with Shantiniketan. The beauty of this product is

the utilization of vegetable tanned leather, which has the properties of accepting

any type of pressure on its surface, which enables the creation of beautiful


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designs via embossing and etching. The resist treatment by using natural

extracts creates the batik effect. Shantiniketan style leather products are well

known in the domestic and Export markets as SHANTI PRODUCTS (a brand

which can be pursued further internationally for positioning leather handicrafts of

this region). In spite of having a large resource of Designs for Embossing,

Etching and batik treatments the area of concern for these products is the

continuous usage of similar design and products with less innovation. The

leatherwork requires knife, skiving knife, awl, pointer, setsquares, embossing

wheel and carriage, combination punch, cobblers hammer, edge creaser,

thronging chisel, pliers etc as the tools.

Tussar Silk

The concept of silk weaving originated many years ago in

China. Soon the art traveled to India and became an integral

part of the woven designs created in many form of garments,

especially saris. During 18th centuries silk became very

popular in Europe especially in Britain. In India the silk

woven designs acquired their varieties through migration of the craft in various

regions, where they evolved and acquired their regional characteristics. It is a

thriving art and production of the silk fabrics is very high which requires a large

quantity of silk yarns, which is consumed by the industry.

Silk weaving has also come down from ancient times in Bengal. Kausheya

Vastra, wild-silk weaving in Bengal is mentioned in the Arthashastra, a treaties

in economics by Kautilya, written around 300 B.C. the silk weavers of Bankura,

Purulia and Birbhum still weave wild silk, Tussar, for many uses. The cocoons

almost the size of small eggs, are found attached to various forest trees in the

semi-arid zones of these districts. The silk filament yarn is reeled from the silk

cocoons. The silk, which is famous for its luster, smoothness, feel is then

converted to beautiful designed fabrics.


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CHAPTER 2

Existing management and marketing policies

Existing model:

As per as the current marketing process is concerned the products are developed

locally be the artisans by the given designs of the middlemen or the mahajans who then

sell the products to the retailers and earn a heavy profit for which the artisans derive

only a small percentage of them. Artisans are using this system from long period of time

as they do not have access to the market and the middlemen are so strong financially,

that the artisans cannot approach the market independently. Sometimes the middlemen

even block the market supply chain. So the artisans are now composing themselves

into Self Helf Groups which work collectively in order to get rid of these middlemen.

SELP HELP GROUPS

Theoretically Self help group has been defined as a small economically homogeneous

and affinity group of rural poor women which voluntarily agrees to contribute to a

common fund to be lend to its members as per the decision of the group which works

for groups solidarity, self and group awareness, social and economic empowerment in

the way of democratic functioning.

Operationally Self help Group has been defined as an organization of socio-

economically backward people who are primarily looking to explore possibilities forincome generation.

Self-Help Groups are

... A way to start working that helps to build up the social connections which people find

useful in support of their livelihoods objectives

RAW

MATERIALARTISAN PROCESS PRODUCT MARKETS


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... Helping people to agree things and to speak together, giving people a stronger voice

in decision-making and in negotiating with more powerful forces

... A way of increasing the effectiveness of local actions

... Providing easier access to micro-credit and other resources and services

Self-Help Groups are a real way to build social capital. Other actions can include:

1. Building networks and connectedness to increase the ability of providers and

users of services to work together or to strengthen links among individuals with

shared interests, and increase their chances to be part of wider institutions, such

as political or peoples organizations.

2. Supporting membership of more formalized groups which often involves

everyone agreeing and accepting a set of rules and ways of doing things and

also agreeing what to do if people dont follow the rules.

3. Building relationships of trust (so-called give-and-take), exchanging information,

working on things together, cooperating and reducing the effort involved in doing

something which may provide the basis for informal safety nets among people

(helping each other). This can be people and also groups helping each other and

may eventually take the form of federations of Self-Help Groups. A federation of

Self-Help Groups is good for building links with service providers, including

extension and other government and NGO services, the rural banking sector,

suppliers of materials and links to markets.

HOW TO GET STARTED?

1. See if a group already exists.

2. Work with others and seek help

Start as a group, where every member has some ownership. Try to

contact someone who has founded a group. If new folks join, help them recognize that it

is important for every member to make some contribution. Consider obtaining the

assistance of professionals who may be sensitive to your needs and willing to assist


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your efforts. Projects, banks, NGOs and extension workers may be helpful in various

ways, from providing meeting space to locating needed resources.

3. Start small

Start small to work out the problems, make some mistakes, and generally get things inorder before you go to the general public. Small groups are less likely to be divided by

arguments or dominated by a minority. Members with similar backgrounds and common

interests are more likely to trust each other and accept joint liability for their activities.

4. Choose a name for the group

A group name helps people feel part of a team who are working toward a common goal.

It helps hold people together.

5. Agree on a constitution

Your constitution is a written record of the purpose and rules for the group, what is

expected from members and what they can expect from the group. This can avoid

conflict and make the responsibilities of each member clear.

6. Agree on a meeting place and time

Encourage mens and womens participation in groups (separately or together).Try to

provide the best place for participation of women and men and encourage leadership

skills in them. If you anticipate a small group and feel comfortable with the idea,

consider initial meetings in members' homes. Also, try and set a convenient time for

people to remember the meeting, e.g., the first Tuesday of the month.

ENCOURAGE:

Regular attendance at group meetings

Transparency in ways of working; records (like the minutes book, attendance

register, accounts) help the group remember what has been decided at meetings. They

are important in monitoring and evaluation.

Small savings to build up a strong common fund; members may be allowed to get

loans against their savings and the group will develop skills in setting an interest rate,


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loan installments, and recovering loans and all this will help with getting credit from a

bank.

Opening a savings bank account with the nearest commercial or rural bank or a

cooperative bank, beginning a relationship between the bank and the Self-Help Group.

Income-generating activities that produce assets that help build self-reliance.

Agreement on changing leaders; too frequently can be unsettling and make long

term planning difficult. On the other hand, rotating leadership quite frequently within the

group provides all members with the chance to develop organizational and leadership

skills.

AVOID:

Discrimination among members based on caste, religion or political affiliation.

Exiting Marketing Policies for the various crafts:

MARKETING ASPECT-KANTHA

PRODUCT

Items basically comprise of sarees, Punjabi suits, dupattas, stoles, shawls,

bags, etc.

Commonly used fabric is tussar silk, Bangalore silk, cotton etc.

PRICE

Product type

Fabric and Raw Material

Intricacy of design made on fabric

Local market demand


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PROMOTION

Fairs: EPCH fair, Saras Mela

Retail Outlets: Amar Kutir, Swabhumi, Manjusha, Basundhara, Alcha

NGOs: Sasha, Amar Kutir, Kolkata Socio Cultural Society, Aid to Artisans Word of mouth publicity

DISTRIBUTION CHANNEL

The distribution channel is unstructured.

Product reaches the final consumers through intermediaries.

The local markets and retail outlets help increase the product visibility and

product accessibility.

Pous mela and weekly haat.

PACKAGING

Artisans not concerned about packaging

Packaging is handled by the retailer and NGOS who stocks and sells it

SEGMENTATION OF THE MARKET

This craft caters to a niche segment which comprises of people who value the

art and fine craftsmanship involved.

Tourists and foreigners are other major buyers. They purchase them as a

souvenir and view them as products of cultural and traditional value.

Among the tourist people from Kolkata are the main buyers.

DEMAND

Period of Durga Puja is the highest selling period

The months of October to March are the months experiencing the highest

sale


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SUPPLY

Plain sarees and dress materials are procured from adjacent districts at a

price range of about Rs. 500 750.

Raw materials like threads are bought from local markets

MARKETING ASPECT-BATIK

PRODUCT

Items basically comprise of sarees, stole, tops, kurtis, lungi, dupattas, bags,

paintings and bed sheet with batik prints.

PRICE

Product type



PROMOTION



NGOs: Sasha, Amar Kutir, Kolkata Socio Cultural Society, Aid to Artisans

Word of mouth publicity

DEMAND

Period of Durga Pujais the highest selling period

SUPPLY

Raw material which includes fabric, dyes and colors are mainly procured from

the Bolpur district and other local markets.


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CONSUMER BUYING PATTERN, EXPECTATIONS AND SATISFACTION

Products which are in high demand are the kurtis and tops

These products take lesser time to be made

Consumers expect that the colors should neither bleed nor fade away Demand for better and different designs, made on brighter colors

MARKETING ASPECT-SILK

PRODUCT

Items basically comprise of sarees, stoles, dupattaas, kurtas and fabric etc.

PRICE

Product type



PROMOTION

Not carried by the proprietor, but by the retail organization





Others like hotels and emporiums


Seasonal distribution: Through fairs like EPCH fair, Saras mela, Indian

Handicrafts Gems and Shanti niketan fair Gifts Fair

Regular disrbution: Through retail Outlets like Amar Kutir, Swabhumi,

Manjusha, Khadi Bhavan, Khadi bhandar

Others forms of distribution like in hotels and emporiums


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PACKAGING

Rough packaging done by the producers

Final packing is done in Polythene bag or old newspaper wrapping,

depending on the Retail store For the purpose of exports the packing is done as per the agreement between

the buyer and the supplier.

The plain silk fabric is also packed in jute bags by the producers


Products are directly sold to the tourists and visitors

Target groups of consumers falls in the middle and upper middle class of

India and also the foreign tourists

DEMAND

Silk being an exclusive item, the demand is throughout the season.

The demand rises during the festive seasons, especially during the Durga

puja in West Bengal.

SUPPLY

The artisans are directly involved in procurement of raw materials like

cocoons, colors, needles etc.

These raw materials are then processed within the village itself to make yarns

for weaving.

They also visit Bolpur to purchase other basic needs.

MARKETING ASPECT-LEATHER

PRODUCT

Items basically comprise of like bags, boxes, wallets, purses,key-chains,

mobile holders, folders, decorative items and coin purse etc.


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There are more than 500 such varieties available at the Art Wing.

Raw materials like leather are sourced from Chennai and are reprocessed in

Sriniketan to provide the tanned leather some longevity.

PRICE

Product type



PROMOTION

Fairs: EPCH fair, Netaji Leather Fair (Indore), IIT - Delhi




Others like hotels and emporiums


For raw material, leather is sourced directly from the tannery in Chennai and

the medium used for transportation is truck or train.

The order is placed once in 40 days and they get atleast 5 tons of vegetable

tan leather.

Other raw materials are bought from Kolkata.

Finished product is exported through Foreign Trade (FT) Organization & Sold

in India to -

o

Wholesalerso Central Cottage

o Different handicraft retail outlets like Manjusha (which has around 80%

foreign customers)

o Different art shows and exhibitions like the Indian Trade Fair (ITF), Delhi.


33/135


The market for leather handicraft can be divided into two major segments :

First is the foreign clients who import these products

Second is the domestic buyer belonging to Kolkata and other parts of WestBengal, Guwahati, Chennai and Mumbai etc

The leather craft focuses on the niche segment and hence the impetus is on

quality.

DEMAND

The domestic demand for leather craft increases during the festive season,

i.e., between October-February.

Also during this period, there is an increase in the number of foreign tourists

in the country.

Demand throughout the year

SUPPLY

The raw material has to be purchased and processing is done at Santiniketan

and then sold outside.

Many a times he does not have the adequate capital to invest in raw material

Most of the time the producer is stuck with a large amount of uns


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CHAPTER 3

Major Challenges and Scope of Market

Some of the major issued by the industry are:

Due to the concentrated export market, India faces centralized risk

Stringent quality benchmark from buyers side

Absence of appropriate designing facilities and designers

Dearth of trained professionals

Available marketing platforms are insufficient and hence cannot fulfill the

demands

Lack of mechanism resulting in non standardization of products

Falling demand due to change in preferences

Rising competition from other countries

Whereas the other problems include:

The common problems of artisans are:

1. Individually, Artisan are often unable to capture market opportunities which

require large production quantities, homogenous standards, and regular

supply.

2. They experience difficulties in achieving economies of scale in the purchase of

inputs (such as equipment, raw materials, finance, consulting services, etc.)

3. Small size constitutes a significant hindrance to the internalization of functions

such as training, market intelligence, logistics and technology innovation

all of which are at the very core of firm dynamism.


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4. Small & Medium scale prevents the achievement of specialized and effective

internal division of labor that fosters cumulative improvements in productive

capabilities and innovation.

Forecasting for handicrafts:

Export Target of Handicrafts for 2010-2011

Items April-March (Rs. In crore)

2009-10 2010-11 Increase % (9-

10 to 10-11)

Artmetalware 1858 2159 16.20

Woodware 665 820 23.31

Handprinted Textiles &

Scarves

1172 1371 16.98

Embroidered & Crochetted

Goods

3055 3452 13.00

Shawls as Artware 129 153 18.60

Zari & Zari Goods 181 206 13.81

Imitation Jewellery 229 277 20.96

Misc. Handicrafts 1305 1510 15.71

Total 8594 9948 15.76


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Fig: Export Target of Handicrafts for 2010-2011

Fig: Projected Growth of Export Target of Handicrafts for 2010-2011


37/135

CHAPTER 4

Developing of a marketing model

Local Market (within the state of West Bengal)

Study and identification of major handicraft buyers:

Name Contact Information

NOBLESSE EXPORTS Address 57/1A, Panchanantala Lane, KOLKATA

Phone(s) 913332967181

Fax(s) 913324572234

Contact Mr. Sanat Chakraborty

LGW LIMITED Address Narayanpur-24 PGS (N), P.O. Rajarhat -

Gopalpur, KOLKATA

Phone(s) 913325733529

Fax(s) 913325733476

Web-site http://www.handicraftswholesalers.com,

www.lgwltd.com

Contact Mr. Rishabh Poddar

UNIVERSE ONLINE

COMMERCE

Address---- 449, Kapasdanga, Nandipara, Greater

Kolkata, HOOGLY 712103

Phone(s)---- 913365693681/26802046

Fax(s)---- 913326802046

Web-site----

http://www.universeonlinecommerce.co.in


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Contact---- Mr. Arindam Chakraborty

Product/Service---- Handicrafts

INDIKRAFT Address---- APT-1A, 12A, Mandevilla

Gardens,KOLKATA 700019

Phone(s)---- 913324404983

Fax(s)---- 913324600512

Web-site---- http://www.indikraft.com

Contact---- Mrs. Parna Dhar

AARBUR Address---- 119, N.S. ROAD, P.O.

RAJPUR,KOLKATA 700149

Phone(s)---- 913324771887/3352

Fax(s)---- 913322470479

Web-site---- http://www.aarbur.com

Contact---- Mr. Satyajit Burman


A. S. INTERNATIONAL Address---- 18-A, BACHASPATIPARA, P.O.

TALPUKUR, 24, PARGANAS NORTH,

KOLKATA700123

Phone(s)---- 913325924156

Fax(s)---- 913323604326

Web-site---- http://www.asiindia.com

Contact---- mrs. Aniruddha Chatterjee


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B. D. TRADING CO. Address---- 16, Bagmari Lane, B-7, Flat-36,

KOLKATA 700054

Phone(s)---- 913323348391

Fax(s)---- 913323502667

Contact---- Mr. Biswanath Roy


DAGNA Address---- 20A, CENTRAL ROAD, JADAVPUR,

KOLKATA 700032

Phone(s)---- 913324294022

Fax(s)---- 913324453618

Web-site---- http://www.dagna.com

Contact---- Ms. Archana Saraf

Product/Service---- MANUFACTURERS &&

EXPORTERS OF : DRY FLOWERS, GARLANDS,

CHRISTMAS DECORE, SHELLAC FLOWERS &&

HANDMADE FLOWERS Handicrafts

TIRUMALA RESINS

PRIVATE LIMITED

Address---- A/513, 5th fl., 71, b.r.b. basu rd.,

KOLKATA 700001

Phone(s)---- 913322354254, 30932236

Fax(s)---- 913322354254, 30932236

Web-site---- http://www.tirumalabagas.com


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Contact---- Mr. Pramod Kumar Agarawal


DEB EXPORTS Address---- 47/4, BECHARAM CHATTERJEE

ROAD, BEHALA, KOLKATA 700034

Phone(s)---- 913324680427

Fax(s)---- 913324680427

Web-site---- http://www.giftsnhandicrafts.com

Contact---- Mr. Deb Ranjan Dey

AAKASH GANGA Address P-44, RABINDRA SARANI, KOLKATA

Phone(s) 913322254213/42140036/1075

Fax(s) 913322254214/4926

Contact Mr. RAJA BANIK

ABC Address 3, bhattacherya lane,KOLKATA

Phone(s) 913322491446

Contact samar nandi

AJAZ DECORATION Address 99/3, Philkhana, 2nd Lane, HOWRAH

Phone(s) 913322366024/55100502

Fax(s) 913322366024

Web-site http://www.christmasindia.com

Contact Mr. S. A. Siddique

ALI JOO JEWELLERS Address 17, PARK STREET, KOLKATA


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Phone(s) 913322297949/22161582

Fax(s) 913322297949

Contact Mr. A Majid

AMBIENCE INDECOR

PRIVATE. LTD.

Address CA 85, Salt Lake, Sector-I, KOLKATA

Phone(s) 913323595361/23595373

Fax(s) 913323595361

Contact Mr. PARASHAR CHATTERJEE

AMRITA EXPORT Address 8/1, Middleton Row, KOLKATA

Phone(s) 913322291178

Fax(s) 913322260479

Contact Mrs. Amrita Sahney

ANKURKALA Address 9A, MEHAR ALI ROAD, KOLKATA

Phone(s) 913322478476

Fax(s) 913322478476

Web-site www.ankurkala.org

Contact Mr. Annie Joseph

ARTCON Address B3/1, 24, Madeville Gardens, KOLKATA

Phone(s) 913324405989

Contact Mrs. Anindita Bhattacharya

ARTISANS EFFORT Address 376/2, SARAT CHATERJEE ROAD,

(H.I.T. PLOT NO. 24 & 25), HOWRAH


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Phone(s) 913326881252

Fax(s) 913326881252

Contact Mr. EJAZ JAN

ASR INTERNATIONAL Address 110/3/1, kali Kundu Lane, HOWRAH

Phone(s) 913326413459

Contact Sanjib Dhara

AUTHENTIC

INTERNATIONAL

Address 56-A, PURBA SINTHEE LANE, MILITARY

CAMP, KOLKATA

Phone(s) 913325489225

Fax(s) 913325489205

Contact Mr. Tirtha Basu

AVISKAR EXPORTS Address 31/2A, Marquis Street, KOLKATA

Phone(s) 913322294227

Contact Nurul Islaam

SAMPAN Address---- 162/7, Hridaypur Station Road,

KOLKATA 700127

Phone(s)---- 913325521043

Fax(s)---- 913325521043

Web-site---- http://www.sampanexport.com

Contact---- Mr. Amit Dhar



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BENGAL

HANDICRAFTS

Address 22/B/1/C, Dharamatala Road, Bosepukur,

Kasba, KOLKATA

Phone(s) 913323444081

Fax(s) 913365295172

Contact Mr. Amar Kumar Banerjee

BSK INTERNATIONAL

Address 27, SHAKESPEARE SARANI, KOLKATA

Phone(s) 913322401961/22814125

Fax(s) 913322814126

Contact Mr. Sidhartha Kothari

CLS INTERNATIONAL

(EXPORT DIVISION)

Address 8, LENIN SARANI, 1ST FLOOR, ROOM-

7B, KOLKATA

Phone(s) 913355216167

Web-site http://www.clsinternationalnet.com

Contact Mr. ARNAB TALUKDAR

CONFETTI EXPORTS

PRIVATE LIMITED

Address 24B, PARK STREET, KOLKATA

Phone(s) 913322497603/4/5

Fax(s) 913322492340

Contact Mr. Subir Chakraborti

CURIO CRAFT Address 15/9 & 10, CHOWRINGHEE ROAD,


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KOLKATA

Phone(s) 913322492290

Fax(s) 913322496838

Contact Mr. Suresh G Chaabaria

DEEPA

INTERNATIONAL

Address d-573, lake gardens, KOLKATA

Phone(s) 913322358161

Fax(s) 913322359426

Contact Ms. deepa shah

GREEN EARTH Address AZIMGANJ HOUSE, 7 CAMAC STREET,

KOLKATA

Phone(s) 913324559050

Contact Mrs. Tiwari

G'S CREATIONS Address P-85, KANUNGO PARK, FLAT-C2,

KOLKATA

Phone(s) 913324301802

Contact Mr. SOHINI GHOSH

HITAISHI CREATIVE

ENTERPRISES (P) LTD.

Address A Unit of HItachi-kk Mfg. Co., 111/1 b.t.

road, KOLKATA

Phone(s) 913325776451

Fax(s) 913325783995/22180586

Web-site http://www.hitaishi.com


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Contact Mr. RAJIV BAJORIA

INDIA VISION Address 5/1, Madhav Lane, KOLKATA

Phone(s) 913324743483

Fax(s) 913324760469

Contact angshuman gupta

INDIMPEX TRADE Address 8/1, K N Roy Chatterjee Street, Bally,

KOLKATA

Phone(s) 913326641219

Fax(s) 913338477377

Contact Mr. Shaibal Ghosh

INFINITE BUSH Address 20/3, Northern Avenue, KOLKATA

Phone(s) 913325583687

Fax(s) 913325583687

Contact Mr. asim naha ray

INFINITY EXPORTS Address 1/1-D, RANI HARSHA MUKHI ROAD,

KOLKATA

Phone(s) 913325566715

Fax(s) 913325513513

Web-site http://www.infinityxports.com

Contact Mr. SANTOO MONDAL


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JD IMPEX Address 181-A, Vivekananda road, Dum Dum

Cantt., KOLKATA

Phone(s) 913322155318

Contact Mr. A Dasgupta, Mr. Krishna Dasgupta

JHINOOK

INTERNATIONAL

Address 51/2/3, B.G.ROAD, PO. BOTANIC

GARDEN, HOWRAH

Phone(s) 913326687065

Fax(s) 913326687065

Contact Debabrata Chakravorty

K. C. CHATTERJEE

EXPORT IMPORT PVT.

LTD.

Address B-290, Lake Gardens, KOLKATA

Phone(s) 913324172876

Fax(s) 913324179767

Contact Mr. Sujibendra Banerjee

KC CREATIONS Address 118 Canal Street, KOLKATA

Phone(s) 913325219716

Contact Nilima Jain marothi

L"ARTISAN Address 20, Mott Lane, 2nd floor, KOLKATA

Phone(s) 913322459212

Contact mr. sanjay dugar

LEGEND Address D-107, CITY CENTRE, BLOCK DC,

SECTOR-1, SALT LAKE, KOLKATA


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Phone(s) 913323581844/25481976

Contact Mr. DEBTOSH BOSE

LION PICTURE &&

FRAMES (INDIA) LTD.

Address BIRD JUTE MILL COMPOUND 200,

DAKSHINDARI ROAD, KOLKATA

Phone(s) 913325218162/25218236

Fax(s) 913325217551

Web-site http://www.lionindia.com

Contact Mr. ASHOK NATH

M. M. EXPORTS Address 22, MADAN MOHAN TALLA ST.,

KOLKATA

Phone(s) 913325542881/25543073

Fax(s) 913325337739

Contact Mr. Pintu Das

MADHUMANTI Address 41, D.P. MUKHERJEE ROAD,

SHEORAPHULY HOOGLY

Phone(s) 913326325065

Contact Mr. S.K. BANERJEE

MARUTI IMPEX Address 11/2, gopal chatterjee road, KOLKATA

Contact Mr. Amar

MCRC EXPORTS PVT.

LTD.

Address 4, GANESH CHANDRA AVENUE, 7TH

FLOOR, KOLKATA

Phone(s) 913322376355/22376561


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Fax(s) 913322257257

Contact Mr. Rakesh Ghandon

ME COMUNICATION Address 8/1 A, Hospital Street, KOLKATA

Phone(s) 913324327545

Contact Mr. Kaushik Saha

N. A. B. EXIM PVT. LTD. Address 10, TARACHAND DUTTA STREET, 2ND

FLOOR, KOLKATA

Phone(s) 913322342756/22355114/22356638

Fax(s) 91332217746

Contact Mr. Amrit Bhakta Shrestha

PINKY ENTERPRISE Address AE 337, SALT LAKE CITY, KOLKATA

Phone(s) 913323215751

Fax(s) 913328370136

Contact MR. monoranjan mondol

S. S. INTERNATIONAL

(INDIA)

Address 6A, Raja Subodh Mullick Sqr., Arya

Mansion, Suit 1004(N), 10th Floor, KOLKATA

Phone(s) 913322251130

Fax(s) 913322251131

Contact Mr. Souvanik Paul

SHEESHKRITI Address P-148A, CIT Road, Scheme VI M,

KOLKATA


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Phone(s) 913323209544

Fax(s) 913323201448

Contact Mr. Anshu Choudhury

STEP Address Pirtala, Agarpara, 24 Phs(N), KOLKATA

Phone(s) 913325655831

Fax(s) 913322482070

Contact MS. Sarmila Roy

SUSHILA ENTERPRISE Address 263, A.P.C.Road, KOLKATA

Phone(s) 913325703813

Contact MR. Ashoke Jain

Contact addresses collected from the Handicrafts Mela

Organization Proprietor Address Contact Nature

Efforts

Enterprise

Somnath

Ghosh

11/1, Mahadeb

Banerjee Lane,

Howrah -

711101, WB,

India

033-26434285,

9432414342

Textile Hand Batik

Printer

Sristi Barun Dutta 5, Barui Para

Lane, Howrah -

711104, WB,

India

03326770021,

9339796931,

9051218797,

9433798221

A House of

Handicrafts

Siddhidata

Fashion

Jayanta

Darbat

Sukdevpur,

Gonipur,

9804843207,

9804184472

All types of Batik,

Fabric &


50/135

Choise Maheshtala, 24

PGS (S), WB,

India

Embroidery

Designer Dresses

M/S

Satorupa

Asis

Mazumder,

Piyali

Majumder

39, Mahesh

Paul Lane,

Santragachi,

Howrah -

711104, WB,

India

03326271566,

9433016063,

9231927263

All types of Batik,

Tie-Die, Fabric

Embroidery works

on garments

Matri Charmo

Silpo

Helu Hazra Bolpur, Suri

Para,

Santiniketan,

Dist. Birbhum,

WB, India

9732065618,

9933966369

Manufacturer of

leather goods

Rupanjali

Boutique

Rupa

Dasgupta

C-23/11, East

Kolkata

Township

Project, Phase -

IV, Kol - 700107

9432212492,

9432976259

Mayukh

Boutique

Budha Roy,

Tultul Roy

56/4, Naskar

Para Road,

Pashchim

Putiary, Kolkata

- 700041,

Haridevpur

9830734841, 94333-

73158, 24021098

All

Priya Middle

Arts

Rabia

Khatun,

C/O G

Mostafa

Mallick

Bolpur,

Shantiniketan

Jambuni,

Madrasa Para,

Birbhum -

731204, WB

9434637447,

9547987104, 03463-

253307


51/135

Gita

Enterprise

509 Parui Pacca

Road, Kol -

700061

9874723476

Dipu's

Creation

Dipu Dhar B-8/3, E.C.T.P.,

Phase - IV, Kol -

700107

03324434192,

9831171732

Exclusive Hand

Embroidered

Articles

Debashish

Chowdhury

14/2/8, Sitanath

Bose Lane,

Salkia, Howrah -

711106

9831228146 Emboidery and

Textiles

Amar Kuthi

Bari

Urmila Das Shyambati,

Subhas Pally,

Shantiniketan,

Bolpur, Birbhum

9732168059 Kanthastitch, Bati

Bandana

Enterprise

59A/1, J Block,

Baghajatin, Kol -

700032

24250050, 9836509000 All hand embroide

and fabric works

Srijoni

Boutique

Mina Roy,

C/O RamKanta Roy

Binaya Palli,

Ambagan, P.O.Shantiniketan,

Dist - Birbhum,

731235, WB

03463-

264630,9434085358,9614645685

Kantha tasar, Silk

Batik, Cotton

Nabodyog Bikash

Chandra

Goswami

4/D,

Marhattaditch

lane,

Baghbazar,

Kolkata -

700003

25545310, 9433498934 Batik Manufacture

Rupa

Khatan

Lohagar, Bolpur 9232581527 Kantha Stitch


52/135

Avishek

Boutique

Chaitali

Lahiri

88/2, 1st floor,

Banerjee Para

Lane, Dhakuria,

Kolkata -

700031

9432668925,

24159925, 9433448911

Sarees, Kurta,

Punjabi, Salwar,

Dress Materials

Pradip

Chatterjee

Kalikapur

colony, P.O.

Muluk, Dist

Birbhum, Near

Coldstores

9434585467, 03463-

254273

Side bag,

Kanthastitch bag,

Batik Garments,

Batik Bag

Kanta

Collection

4B, Sailendra

Halder Street,

Kolkata -

700026

9477443158

Bahari 58/1, Ibrahimpur

road, Jadavpur,

Kol - 700032

9831190597 Fabric, Embroider

Batik, Applic, Bloc

Print boutique

Innovative Kalyani

Saha

15D, Behari

Doctor Road,Bhowanipur,

Kolkata -

700025

24766970, 9748243810 The boutique

S.B.

Enterprise

Sahabuddin

Seikh

Dhulagori

Paschim Para,

Howrah

9339736079 Panjabi, Saree,

Lahenga, Chorida

Aalap Rinku Nath 141/Q, South

Sinthi Road,

Vishanath Park,

Kol - 700050

9836016582,

25589516,

[email protected]

Creative Collectio

Barsha

Silpayan

Madhabi

Lata

Santiniketan

Guru Pally,

9474045729,

9474767061,

Batik, Kantha Stitc

sarees, dopatta, &


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Mondal Vishwa Bharati

Staff Qtr. No.

20, Near Uttar

Siksha Sadan

West

9732065613 panjabi dress

materials

Sarada

Boutique

Banani Kar 10, East Point

Avenue, Kolkata

- 700039

9831308857,

9239456009

Rangoli Poma 212/1/1,

Panchanan Tala

Road, Howrah -

711101

26424161, 9874520965 Exclusive designe

wear and handicra

products

Puspa

Tailors

Mita Roy 3/135, Gandhi

Colony, P.O.

Regent Estate,

Kolkata -

700092

9836743218,

9239384950

Applique,

Embroidery, Kant


54/135

Major Policies Formulated:

In the local scenario, since the market is well known to the crafts of Birbhum there is an

intense competition within the various retailers of these products. The only difference in

which Mahila Mahasangha has a competitive advantage is the raw silk fabric, which isproduced by around 300 weavers. So the marketing plan developed for this market was

targeting mainly:

Retailers/Boutiques

Wholesalers

Trade fairs

We targeted the all local boutique all individual retailers who are dealing in the

handicrafts as we contacted them through Handicraft fair where we personally met them

and told about Mahila Mahasangha ,availability of product range ,and accessories and

the mainly its strength in having large pool of skilled artisan and the capacity of

producing the silk fabric with block print, kantha on it .

We gave them the Visiting Card for further inquiry and buying, we also collected the

address of all them so that in future Mahila Mahasangha can contact them through mail,phone on every product innovation.


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Domestic Market:

Major Retailers targeted:

WEST BENGAL HANDICRAFTS DEVELOPMENT CORPORATION LTD. (Manjusha)

Karu Angan 1B-181,Sector-III,Salt lake,Kolkata-106

Phone-033-2335 2979/1226

1. Procurement of Handicraft Products

WBHDC procures handicrafts products directly from the artisans, handicraft units

and handicrafts co-operative societies. During 1996-97, the corporation

purchased handicraft products involving an amount of Rs. 104.11 lakhs and this

year (97-98), it has planned to enhance the purchase to Rs. 160 lakhs.Corporation organises spot procurement camps in the districts for purchase of

products from artisans by making cash payment.

2. Sale of Handicraft Products

Sale of handicraft products through the 26 numbers of show rooms of the

corporation situated all over the country is the main activity of the corporation.

The corporation sold handicrafts products valued about Rs. 160.55 lakhs during1996-97.

3. Training Facilities

The Corporation offers training facilities to the handicrafts artisans both at

primary and advance level. Baruipur Experimental Workshop Cum Research

Institute is presently managed and run by the corporation.

4. Craft Development Centres

The Corporation is running two Craft Development Centres One at Puinam

(Hooghly) and the other at Salt Lake for offering all-round facilities under one roof

for development of selected crafts.


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5. Common Facility Centre

The Corporation runs a Common Facility Centre on brass and bell metal at

Nabadwip in Nadia district.

6. Design Development Workshop

The Corporation offers design support to the handicraft artisans under this

programme which is funded by the Government of India.

7. Exhibitions and Fair

The corporation organises Exhibition and Fairs within and outside of West

Bengal in order to give marketing exposures to the handicraft artisans and their

crafts.

8. Craft Museum

The corporation has a Craft Museum at Karuangan at Salt Lake City. The

Museum has exquisite collections of ethnic and traditional Bengal handicrafts

and handloom artefacts.

The Corporation has developed an Artisans Dormitory at karuangan to offer

facilities of stay in Calcutta for the Artisans.

9. Social Security Activities

The Corporation offers various social security facilities to the handicrafts artisans

like (a) group insurance coverage (b) old-age pension (c) construction of work

sheds for the artisans etc.

We contacted the Director of Manjusha Mr Chinmoy Chakraboy shown some

interest when the product catalog of Mahila Mahasangha was given to them .on

a visit to birbhum, the marketing officer was eager for direct procurement of the

products.


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The main problem discuss by the marketing Manager Mr.Debesh Bhattacharya

the cost of product is too high because of the involvement of financer to the

Artisan .but on our convincing to him agree to see the product at the place where

he can meet directly meet to artisan so meeting at the Swayamvara held . he is

now agree to source the product from the Mahila Mahasangha .

They even agree to give them order for the customized product and read to help

the Artisan finically to source the raw material . so that they can maintain the

cost of product low .

THE WEST BENGAL STATE HANDLOOM WEAVERS'

CO-OPERATIVE SOCIETY LIMITED.

(Under the Administrative Control of the Directorate of Handloom & Textiles,

Cottage & Small Scale Industries Department, Government of West Bengal)

Tantuja Bhavan, Block-DD, No. 18/4, Sector - I

Bidhan Nagar, Kolkata - 700 064, India

Phone/Fax : +91 33 2358 9050, Tel/Fax : +91 33 2337 0421

Mob : +91 9830070320

email : [email protected]

Tantuja is the state level Apex of Handloom Weaver's Cooperatives of West Bengal,

India. We feel honoured to introduce our self as the leading manufacturer cum exporter

from eastern India. The society registered in the year 1954 with the view to extend

marketing support to its affiliated primary weaver's societies under the direct control of

Ministry of C&SSI Govt. of West Bengal. Tantuja presents a selected ethnic and

traditional designs of handloom products.

We have successfully explored the markets which are:

DOMESTIC MARKET

Through products like Sarees, Dhuty, Lungi, Bedsheet, Bedcovers, Towels,

Readymade Garments and other home furnishing products.


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EXPORT MARKET

We specialise in our products as they are made from different natural fabrics like cotton,

wool, silk, tassar and even combination of fabrics.

A. Decorative handloom scarf and stoles

B. Handloom fabrics of intricate designs

C. Exclusive hand printed /embroidered scarf stoles and running fabrics

OTHERS

The other area where we work is the sale of normal handloom goods through retail

outlets scattered all over India. We supply gauge, bandage to different Government

hospitals, School dresses to district Primary School Councils. We also execute supplies

of the liveries items/uniforms to different state/central government offices. We also

handle development offers from the buyers.

We not only try to satisfy our customers need but try to achieve their level of satisfaction

in terms of price, quality, quantity and delivery period. We are having 1.3 lacs weavers

attached to our affiliated primary co-operative society with the production capacity of

50000+piece scarf within 40-60 days and 25000 Mtrs within 30-45 days.

The main buyers of our products are of Italy, Japan, Denmark, USA, South Africa, Saudi

Arabia, France, Thailand, Korea, Australia.

Interested buyers please feel free to drop in, call, fax or even mail us and feel proud to

be associated with the leaders like TANTUJA.

Tantuja was much interested to purchase handloom products from Mahila Mahasangha

after the product catalogue was shown to them. Althogh they develop their own chain of

artisans and usually do not work with societies but they were convinced with the effort

made by us to promote the marketing for Mahila Mahasangha and agreed to negotiate


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with the Mahasangha on prices as they would likely purchase bulk orders. Since it only

deals with handlooms so was interested only in the silk sarees with or without kantha on

them. They were also interested in purchasing raw silk in order to develop there own

fabric with their own style/design.

Sasha:

Sasha (Sarba Shanti Ayog) was started in 1978, primarily to provide marketing

assistance to crafts persons all over India. Design and development of products and

organization is another key activity. Now 25 years later, sasha works with more than

150 producer groups and communities.

In order to use all the experience it has gained so far, sasha has promoted the

Enterprise Development Foundation to formalize the work it has been doing so far, and

to provide a more structured platform and support system for entrepreneurial initiatives

at the grassroots.

Vision: Sustain more and more business enterprises to eliminate conditions of poverty

and unemployment through economic empowerment and improvement in quality of life

of the marginalized and disadvantaged group of artisans and craftsman so as to

improve indicators of social development through fair trade practices and social

empowerment.

Mission: To enable, motivate, equip, and train participants to become entrepreneurs, to

own and run successful, profitable, and sustainable enterprises through special

assistance and mentoring in business development, management, theoretical and

practical inputs from experts and professionals across varied sectors to develop micro

enterprises for generation of income and employment opportunities and promotesustainable livelihood options.

The broad objectives of the Enterprise Development Foundation are:

To incubate new and innovate business ideas

To prepare business plans for viable commercial enterprises


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To identify potential and skills of artisans and craftsmen involved in traditional art

and craft

Identification of needs and capacity building

To offer technical training and development in management and life skills

To set standards for the best business practices including Total Quality Control

Management

To provide design and product development inputs

To develop and facilitate communication between the market and producers,

between stakeholders and development professionals and experts across varied

fields.

To identify market strategies

To individualize agenda for enterprises to envision their future

To provide step by step assistance from planning till launching of products

To integrate trading practices into the producers and ventures way of doing

business

To leverage benefits offered by Fair Trade Network

To interact with members of Fair Trade Organizations and Buyers of Fair Trade

products and Services

To provide a platform to producers to move a step ahead from livelihood production

to skilled and trained enterprise development.

Promoters: The Enterprise Development Foundation owes its origin to Sarba Shanti

Ayog (SSA), which was established in the year 1978 as a non-profit organization and

since then has been engaged in craft research and development, producer awareness,

communications, networking and participation. Subsequently in the year, 1986 SASHA

Association for Craft Producers was formed as another entity of SASHA for

disseminating market information, sharing managerial and design assistance. Both SSA

and SASHA Association for Craft Producers are registered under the West Bengal

Societies Registration Act, 1860.


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Sasha is a founding member of the Fair Trade Forum in India which includes all the

IFAT members of the region.

FTF - India welcomes Voluntary agencies, Fair trading Organisations, NGOs, Trusts,

Cooperatives, Companies and individuals as members who share vision, values and theobjectives of Fair Trade Forum, India and those who want to be part of this National

network.

Pantaloon Retail (India) Limited

Company profile

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail

formats in both the value and lifestyle segment of the Indian consumer

market. Headquartered in Mumbai (Bombay), the company operates over 16 million

square feet of retail space, has over 1000 stores across 73 cities in India and employs

over 30,000 people.

The companys leading formats include Pantaloons, a chain of fashion outlets, Big

Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,

blends the look, touch and feel of Indian bazaarswith aspects of modern retail like

choice, convenience and quality and Central, a chain of seamless destination malls.

Some of its other formats include Brand Factory, Blue Sky, aLL, Top 10 and Star and

Sitara. The company also operates an online portal,futurebazaar.com.

Ethnicity

Indias First Modern Ethnic Retail Brand

Ethnicity is the first concept store in India to offer everything Indian under one roof.

Ethnicity celebrates Indianness through its diverse designs and products. It

showcases a wide range of brands from across the country.


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At Ethnicity, one gets the best and the very latest of the Indian ethnic and fusion

brands. It offers a vast array of products under various categories including fashion,

home dcor and handicrafts.

Ethnicity proudly follows the Indian values of being sensitive to our city, environment

and community. It provides a platform to bring together traditional or ethnic retailers

to the customers. It does so by collaborating with the former, and leveraging their

expertise.

Store of Ethinicity

Ethnicity :: C.G. Road :: Ahmedabad :: With Central

Address : Kolonnade Centre, Opposite Saffron Tower, Ambavadi, C.G.Road,Ahmedabad

Pincode : 380006

State : Gujarat

Phone : 079 - 3048 1777

Ethnicity :: Gulmohar Park :: Ahmedabad

Address : 3rd Floor, Gulmohar Park, Satellite Road, Ahmedabad

Pincode : 380015

State : Gujarat

Phone : 079 - 3048 4801

Ethnicity :: J.P.Nagar :: Bangalore :: With Central

Address : 45/1,45/2, 45th Cross, J.P.Nagar, 2nd Phase, Near RagiguddaTemple, Bangalore

Pincode : 560069

State : Karnataka


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Phone : 080 - 2659 3099

Ethnicity :: Naman Mall :: Indore :: With Central

Address : Naman Mall, 170, RNT Marg, Eagle Square, Opp. Ravindra Naty

Mandir, Indore

Pincode : 452001

State : Madhya Pradesh

Phone : NA

Ethnicity :: R City Mall :: Mumbai

Address : R City Mall, Level 2, CTS No. 168, LBS Marg, Ghatkopar(W), MumbaiPincode : 40077

State : Maharashtra

Phone : 022 - 3055 3930

Here the Mahila Mahasangha have prospects to do the Business with the Pantaloon

Retail (India ) limited by opening the Shop In Shop with their store . we all ready send aProduct catalog to them they are ready to give space for selling the handicraft products

on the Sale or Return bases . Now none of are selling the Bengal Handicraft product

with them and their current selling data and foot fall forecast a tremendous business

opportunity in this category

All ready a One Artisan of Leather bag Selling a leather Bags and with the time period

of 40 Days he able to sold merchandise of worth 75,000 Rs .


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Targeting Designers

We contacted many designer personally and through mail shown product catalog

.convinced them the strength of the Mahila Mahasangha the designers we contacted as

are

Sabyasachi Coutoure

Sabyasachi Mukherjee

Topsia Road ,south

Behind still Junction

Email:[email protected]

Kiran Uttam Ghosh

Ph no -033 -24860476

033-32925756

Anamika khanna

2/1 Out Ram Street, Kolkata

Ph no-033-22814425

2,woodstreet ,Sangam 2C

Kolkata -16

[email protected]

anamika@ana_mika.com

enquiry@ana_mika.com

WEAVERS STUDIO

Contact Person: Ms. Darshan Shah

Address: Veda commercial Pvt. Ltd. 5/1 Anil Moitra Road, Kolkata-19

Tel: 913324408926/37

Fax: 913324402868


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E-mail: [email protected]

Website: www.weaversstudio.com

FAB INDIA OVERSEAS PVT. LTD.

Contact Person: Pallabi Basu

Address: 16, Hindustan Park, Kolkata-700029

Tel: 033-2465 6954/6955


Website: www.fabindia.com

CORPORATION OF INDIA LIMITED

Contact Person: M. K. Sengupta

Address: 7, Jawaharalal Nehru Road, Kolkata -13

Tel: 2228-3205, 2228-4139

Fax: 91-33-2228-3205


Website: www.cottageemporiumindia.com


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List of National Fairs:


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Major policies formulated:

Since these products are a speciality of the Birbhum district only,so they were less

known nationally. So first of all we created awareness about the crafts and the value

added in these by mentioning about them in our product catalogue.

The product catalogue was mailed to the various retailers as well as wholesalers. We

also attended a cluster fair in Delhi Haat named Cluster Haat on Feb 13-17 which had

stalls from various clusters from all over the country.


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International market:

To know about the international, market the first step was to contact the Export

Promotion Council for Handicrafts which acts as a body for the export of handicrafts. To

compete the international standards, EPCH conducts workshops to educate the artisansfrom time to time.

Export Promotion Council for Handicrafts

Export Promotion Council for Handicrafts (EPCH) under the aegis of Development

Commissioner (Handicrafts), Ministry of Textiles, Government of India is a non-profit

organization, established under the EXIM policy of Government of India in the year

1986-87. It has created necessary infrastructure as well as marketing and information

facilities, which are availed both by the member exporters and importers. The Council is

engaged in promotion of handicrafts from India and project Indias image abroad as a

reliable supplier of high quality handicrafts.

Providing commercially useful information and assistance to members in

developing and increasing exports.

Offering professional advice and services to members in areas of technology

upgradation, quality and design improvement, standards and specifications, product

development, innovation etc.

Organising visits of delegation of its members abroad to explore overseas market

opportunities.

Participating in specialized International Trade Fairs of handicrafts & gifts.


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Organizing India

Development and Implementation of Marketing Plan for Handicrafts of Birbhum Cluster Namely Kantha...

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