8/3/2019 Rural Marketing- Craft Marketing & RNFS

1/13

Page 1

Craft Marketing & RNFS

Prof. Rushen ChahalProf. Rushen Chahal

8/3/2019 Rural Marketing- Craft Marketing & RNFS

2/13

Page 2

Craft Marketing

Part of our cultural heritage

Craft CategoryCraft Category ExampleExample

A A Bamboo, Jute and WoodBamboo, Jute and WoodBB Cloth and embroideryCloth and embroidery

CC Marble, metal and ceramicMarble, metal and ceramic

DD Leather and HandicraftsLeather and Handicrafts

Classification by NABARDClassification by NABARD

8/3/2019 Rural Marketing- Craft Marketing & RNFS

3/13

Page 3

Craft Marketing Issues

Artisan mode of production Vs industrial mode of production

Marketing Myopia

Utility Vs decorative value

Access to markets

S takeholders need to adapt to the emerging market realities

8/3/2019 Rural Marketing- Craft Marketing & RNFS

4/13

Page 4

Continued

Working on the 4Ps is vital

Business Acumen with empathy of cultural & emotional dimensions

Margin pressure & survivalist nature

Need for end to end solution

I nterventions strong as the weakest link in the chain

8/3/2019 Rural Marketing- Craft Marketing & RNFS

5/13

Page 5

Craft Interventions( Indicative)

Cluster development initiatives, Example: UNIDO CDP , DC (

Handicrafts)

Corporate interventions,Example: Fabindia

Community/ individual based, Example:Khumbham Project

Co-operatives, Example: Weavers Co-operatives

Various institutional forms have advantages &disadvantages

8/3/2019 Rural Marketing- Craft Marketing & RNFS

6/13

Page 6

Fabindia

To become the worlds largest craft marketing organisation

ROI of 25 percent by the second or third year of operation

Supporting the weaver by giving a fair share, technical help and

repeat orders

Standardization of procedures

Regular product diversification

I nnovation, speed vital for sustained profitability

8/3/2019 Rural Marketing- Craft Marketing & RNFS

7/13

Page 7

4Ps at Fabindia

P roduct P rice P lace P romotion

I nstitutionalised

procurement process

Advance ordering

S ystematic order

scheduling

Clearly mentioned

standards

Carrot & stick

approach

Less priceLess pricesensitivesensitivecustomercustomer

Online marketingOnline marketing look look- - touchtouch-- feelfeel

processprocessContrast to aContrast to a

crowded craft melacrowded craft melaCreating product Creating product

synergysynergy

LaunchesLaunchesduring Diwaliduring Diwaliand weddingand wedding

seasonseasonP roduct P roduct

should speakshould speakfor itself for itself

8/3/2019 Rural Marketing- Craft Marketing & RNFS

8/13

Page 8

Khumbham

Aruvacode a small village near Nilambur in North Kerala

A village consisting of potters

Competition from substitutes & loss of dignity

F iring the imagination of potters for new product ideas

Mr. K B Jinan - KeyF

acilitator &P

roduct Champion

8/3/2019 Rural Marketing- Craft Marketing & RNFS

9/13

8/3/2019 Rural Marketing- Craft Marketing & RNFS

10/13

Page 10

Continued

Terracotta Tiles

Terracotta DinnerSet

8/3/2019 Rural Marketing- Craft Marketing & RNFS

11/13

Page 11

Continued

Terracotta Journal Holder

8/3/2019 Rural Marketing- Craft Marketing & RNFS

12/13

8/3/2019 Rural Marketing- Craft Marketing & RNFS

13/13

Page 13

Close of Session

Thank You