DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
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TABLE OF CONTENTS
Declaration
Acknowledgement
Section Chapters PAGE
NO
1 1.1List of Acronyms 6-11
1.2Abstract
1.3Objective of the study 1.4Scope of work
1.5 Methodology
1.6Limitations
2 2.1Handicrafts industry in India 12-21
2.2Value adding chain in Handicrafts
2.3Export Market & competition 2.4Handicrafts of Assam
3 Margherita -District profile- 22-26
3.1Geography
3.2Demographics
3.3Transport
3.4Occupation & Economy
4 4.1 Wax Work 27-36
4.2Introduction
DAS REPORT- DECORATIVE CANDLE CLUSTER,
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Section Chapters PAGE
NO
4.3Production Equipment
4.4Raw Material
4.5Local Production Process
4.6Flowchart of Local Procedure- Decorative Candle Making 4.7Swot Analysis
5 5.1Survey Summary 37-47
5.2Recommendation
5.2.1Cluster Based
5.2.2Artisan Based
5.3Raw Material Sourcing
5.4Value Chain
5.5Suggestive Logo/ Branding
5.6Suggested Model
5.7Action Plan
6 6.1Artisan Profile 48-135
6.2Workshop Candidate List 136-138
Conclusion 139
Audit Survey Schedule 140-141
Annexure 142-143
Bibliography 144
DAS REPORT- DECORATIVE CANDLE CLUSTER,
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DECLARATION
I,Mayukhi Basak hereby declare that the Survey Report titled Decorative Candle
Cluster,Margherita,Assam is my original work and no part of the report has been
copied from any other reports or any other work carried by someone else.
However, any part taken from any other published source has been suitably
referred and acknowledged at various places.
DATE- 28th August 2013
MAYUKHI BASAK
PLACE-KOLKATA
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
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ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals and organizations. I would
like to extend my sincere thanks to all of them. I am highly indebted to NID for
their guidance and constant supervision as well as for providing necessary
information regarding the project & also for their support in completing the
project. I would like to express my gratitude towards Mr. Debojit Phari Officer-in-
charge, Industry Commerce, Margherita, Mr.Phukan, Superintendent, Industry
Commerce, and Margherita, Assam for their kind co-operation and encouragement
which helped me in completion of this project.
I would like to express my special gratitude and thanks to the artisans for
supporting me with necessary inputs regarding the craft during the survey.
I would like to thank Shri Shashank Mehta, for his valuable time to make me
understand the importance of the survey for the cluster. I would also like to thank
Shri Ashok Mondal, for his valuable inputs to make me understand the importance
of the assignment for the cluster.
Last but not the least I would like to thank Ms.Nilufar Sheikh to bridge link
between cluster and designer and carrying our all preparations towards the
objective. My thanks and appreciations also go to my parents, almighty & people
who have willingly helped me out with their abilities.
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1.1 LIST OF ACRONYMS
PPP Public-Private Partnership
SHG Self-Help Group
CFC Common Facility Centre
VM Visual Merchandise
NEDFI North-Eastern Development & Eastern
Corporation
VA Value Addition
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1.2 ABSTRACT
Handicrafts are mostly defined as "Items made by hand, often with the use of
simple tools, and are generally artistic and/or traditional in nature. They are also
objects of utility and objects of decoration.”Handicrafts especially decorative items
include jewellery, head gears, head dresses, wall paintings, and decorative candles
.Handicraft Industry is a major source of income for rural communities employing
over 6 million artisans including a large number of women and people belonging to
the weaker sections of the society. Nowadays, hand-made products are considered
to be a fashion statement and an item of luxury. Though Indian Handicraft industry
is considered as a cottage Industry, but it has evolved as one of the major revenue
generator over the years and is considered as one of the major contributor for
export and foreign revenue generation.
In order to provide and protect the artisans’ skills govt. both at the centre and states
have set up Handicrafts emporium at important cities and at district level. These
artisans are also encouraged by various government institutions to participate in
national and International exhibitions to show their skills.
Production of decorative candles and other handicrafts in different areas by artisans
is linked with the availability of raw materials locally or in the district. The artisans
purchase from local vendor with very limited supply.
The study showed several difficulties in respect of procurement of raw materials,
availability of desirable amount at reasonable prices and diversification of products
due to insufficient variety. It has been surveyed as well as reported by the artisans
that the craftsman’s production is seasonal and irregular. The temperature in the
summer season gets hotter which makes it difficult for the craftsmen to store the
products. An artisan cannot have steady market. So production has to be made
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more even and regular. The prime need of handicrafts is a reorientation in the
techniques of production (design, finishing) without interference with the artistic
varieties of production. The bulks of the craftsmen are ignorant of the changes in
demand of the market and are totally unaware of the market trends. The survey
obtained the views of the households about the types of support needed for the
development of their arts. In majority of cases, handicraft is considered as part time
occupation or tertiary activity in economic ladder. The revenue generated from
decorative candle making is yet to have a substantial share of total household
income.
Decorative Candles call to mind the ancient or traditional source of household
lighting that, in current times, no longer holds water. Older candles were made of
tubes that were filled with oil or animal fat wherein wicks that were made of cloth
provided the material for lighting candle with fire. Candles were mainstays in
altars, during regular church rites and also during fiestas, when masses were held
to celebrate the occasion. There was a great demand for candles then, because
electricity was often scarce. In the course of time, candles came in demand for
varied purposes aside from its traditional usage as a source of light. Decorative
Candles became available in varied shapes and sizes. Slowly, candle making has
become a thriving industry and one can observe the mushrooming of candle shops
selling ready-to-make candles, molds, wax, wick, essential oils and other
requirements of the enterprise.
1.3OBJECTIVE OF THE STUDY
The main objective of the survey is to assess the potential of the artisans in
decorative candle making and also to assess other factors supporting the same.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
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Scope of Work
To study the existing status of this craft
To study the current design resource, marketing linkages and raw material
resource of the Decorative Candles in Margherita ,Assam
The emphasis is given on:
Efficient and effective process for collection of necessary and relevant
information based on field studies and desk research
Analyzing the status position of craftsperson in the present scenario, their
skill, creativity and capability for self employment
Innovative approaches and smooth co-ordination by organizing workshops
after identifying the problem to achieve the desired results.
1.4 RESEARCH METHODOLOGY
Collection Primary Data
This enabled the understanding and collection of all the relevant secondary
information on the artisans, the craft and their current status.
Number of people in the community involved in the activity options of the
community
Source of raw material and extent of sustainability (future) of the sector
based on the current design and finishing skills.
Mode of product sale, any middle-men involved
Willingness/initiative of the community to promote the handicraft sector as
livelihood option.
Existing and future Government /institutional support required
Whether handicraft clusters based on them can be set-up and the necessary
DAS REPORT- DECORATIVE CANDLE CLUSTER,
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Interventions/initiatives required to be undertaken by the different stakeholders for
the development of the craft.
1,5LIMITATIONS
The report is prepared on the basis of information provided by the various
craftsmen in the cluster.
The report is written on the basis of visit to the sampled locations and
interaction with sampled beneficiaries.
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2.1INDIAN HANDICRAFTS INDUSTRY
Handicrafts are mostly defined as "Items made by hand, often with the use of
simple tools, and are generally artistic / traditional in nature. They are also objects
of utility and objects of decoration.”The Indian handicrafts are known across the
world for their rich variety, grace, elegance and skill. Excavations conducted in
different parts of India prove that India in various periods had unmemorable
handicrafts. The ruins and remains unearthed from Mohan-Jo-Daro prove the high
skill of craftsmanship of the inhabitants of this region. Household utensils plain
and painted pottery brought about by the rhythmic turning of the wheel, terracotas,
were some of the artistic and valuable things found there. Varieties of handicrafts
are produced over time in all parts of the country including tribal areas. Thus
handicrafts of any given time and space reflect and preserve in them the results of
centuries of patient experiments of man under varying circumstances. Like art craft
treasures also reflect the taste of human society through the individual and give
collective mind of the community. Crafts not only satisfy economic wants but also
the aesthetic yearning of man.
India is one of the important suppliers of handicrafts to the world market. The
Indian handicrafts industry is highly labor intensive cottage based industry and
decentralized, being spread all over the country in rural and urban areas.
Numerous artisans are engaged in crafts work on part-time basis. The industry
provides employment to over six million artisans, which include a large number of
women and people belonging to the weaker sections of the society. In addition to
the high potential for employment, the sector is economically important from the
point of low capital investment, high ratio of value addition, and high potential for
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
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export and foreign exchange earnings for the country. The export earnings from
Indian handicrafts industry for the period 2009-10 amounted to US$ 2.2 billion. In
addition to the high potential for employment, the sector is economically important
from the point of low capital investment, high ratio of value addition, and high
potential for export and foreign exchange earnings for the country. Although
exports of handicrafts appear to be sizeable; India’s share in world imports is
miniscule. It is a sector that is still not completely explored from the point of view
of hidden potential areas. Major centres in Uttar Pradesh are Moradabad also
known as the "Peetalnagari" (City of Brass), Saharanpur for its wooden articles,
Ferozabad for Glass. The North Western state of Rajasthan has to offer the famous
Jaipuri quilts, Bagru and Sanganer printed textiles and wooden and wrought iron
furniture from Jodhpur. The coastal state of Gujarat comes with embroidered
articles from Kutch. Narsapur in Andhra Pradesh is famous for its Lace and Lace
goods. But this is only a small part of the total product range. India offers much
more.
Handicrafts are classified into two categories:
1. Articles of everyday use
2. Decorative items
The craftsmen use different media to express their originality. The diversity of the
handicrafts is expressed on textiles, metals – precious and semi-precious, wood,
precious and semi-precious stones, ceramic and glass. This segment of the industry
accounts for almost half a million strong employment in addition to a large number
of designers, block makers, weavers and packers involved in the trade. Brass,
copper, bronze, bell metal is used for a variety of wares and in a variety of finishes.
Scintillating ornaments are available in a wide range of patterns, styles and
DAS REPORT- DECORATIVE CANDLE CLUSTER,
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compositions. Made from precious metals, base metals, precious and semi-
precious stones; these ornaments have traditional as well as modern styles.
Wooden articles in India range from the ornately carved to the absolutely simple.
One can find toys, furniture, decorative articles, etc. bearing the art and
individuality of the craftsman. The intricately carved stoneware made of marble,
alabaster or soapstone, etc., inlaid with semiprecious stones carry on the heritage of
Indian stone crafts. Glass and ceramic products are a fast upcoming segment in the
handicrafts from India. The age-old production process of mouth-blowing the
glass instills a nostalgic feeling. The varied shapes of ceramic and glass in a
number of colors, would appeal to Western aesthetics while retaining the Indian
touch jute products/cane & bamboo products.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
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2.2VALUE ADDING CHAIN IN HANDICRAFTS
Identification of market opportunities
Prototype design and development / adaption and refinement
Test marketing
Upgrading equipping facilities
Securing inputs
Entrepreneurial hiring, training, managing
Production, quality control and packaging
Costing and pricing
Physical distribution
Export market development
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
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2.3COMPETITION & EXPORT MARKET
In the changing world scenario, craft products exported to various countries form a
part of lifestyle products in international market. The impact is due to the
changing consumer taste and trends. In view of this it is high time that the Indian
handicraft industry went into the details of changing designs, patterns, product
development, and requisite change in production facilities for a variety of
materials, production techniques, and related expertise to achieve a leadership
position in the fast growing competitiveness with other countries.
Among the South-Asian countries China, Philippines, Nepal are fast growing
countries in decorative candle making.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
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2.4HANDICRAFT INDUSTRY IN ASSAM
Handloom weaving is a way of life in Assam. The number of looms in the State
stands at around eight lakhs which works out to around 16 per cent of the looms in
the entire Country. More than thirty thousand looms operate exclusively in silk.
Cotton, muga, paat (mulberry silk) and endi are the basic raw materials for hand-
woven fabrics in Assam. Sualkuchi is the biggest centre of silk production and
weaving in the State. There are more than 3,000 weavers in and around the
township. Sualkuchi is known as the Manchester of Assam. Muga silk has a natural
golden color and rare sheen that becomes more lustrous with every wash. Eri is a
warm silk suitable for the winter. The designs used in Assam are mostly stylized
symbols of animals, human figures, creepers, flowers, birds. Each ethnic group of
the State has its own distinctive design and style. Assamese weavers produce
beautiful designs on the borders of traditional garments such as the mekhela-
chaddar and riha and on the gamosa (towel).
The Laichangphi, produced traditionally by the weavers of Cachar district, are a
popular quilt sought after because of its warmth and softness. The tribals make
beautiful shawls.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
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BANA DOOG-DOOGI
The Assamese jeweler (sonari) makes exquisite lockets (doog-doogi, bana, jon-
biri, dhol-biri) earrings (thuriya, loka-paro, keru), bracelets (gaam-kharu),
necklaces (gal-pata), etc.
Cane and Bamboo being quite common all over, are used to make a variety of
products. Cane furniture of Assam is much sought after both in the national and
international markets. Bamboo is used mostly to make domestic products such as
chalani (sieve), kula (winnowing pan), khorahi (small basket), etc. The fancy
bamboo japi (hat) with its colorful design and motif is worn by the Assamese
peasant while working in the field.
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The tradition of painting in Assam can be traced back to several centuries in the
past. The gifts presented to Hiuen Tsang and Harshavardhana by Kumar Bhaskara,
the king of Kamrupa, included a number of paintings and painted objects, some
done on exclusive Assam silk.
Assamese literature of the medieval period abounds in references to chitrakars and
patuas who were expert painters. Locally available material such as hebgool and
haital were used for painting. Ahom palaces and sattras and naamghars are replete
with brightly colored paintings depicting various stories and events from history
and mythology.Sitalpati or mats made from the patidai or mohtra reed is a
traditional craft of Cachar.
Brass and Bell Metal products of Assam are also famous for their beauty and
strength of form and utility. Brass is an important cottage industry with highest
concentration in Hajo of Kamrup district. The Sarthebari area of the same district
is well known for its bell metal craft. The principal items of brass are the kalah
(water pot), sarai (a platter or tray mounted on a base), kahi (dish), bati (bowl), lota
(water pot with a long neck) and tal (cymbals).Gold, silver and copper too have
formed part of traditional metal craft in Assam, and the State Museum in Guwahati
has a rich collection of items made of these metals. Gold however is now used only
for ornaments.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
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Ivory products such as combs, bangles, walking sticks and smoking pipes were
made in the district of Barpeta. Their production has however been stopped since a
ban was imposed on making and selling of ivory products as a conservation
measure. Combs made of the horn of oxes are also a specialty.
Pottery is practiced by two communities of artisans in Assam --- the Hira and the
Kumar. The Hiras make household articles using the compression method. The
Kumars use their potter’s wheel to make images for worship and clay dolls and
toys. West Assam has long been proficient in the craft of terracotta. Asharkandi, a
village in Goalpara district is famous for its graceful clay dolls.
Woodwork is an ancient Assamese craft. Exquisite wood carvings are seen mostly
on doors, walls, beams, ceilings and the splendid carved sinhasans used in prayer
houses. Decorative panels in the royal Ahom palaces of the past and the 600-year
old sattras or Vaisnavite monasteries are intricately carved in wood. A special class
of people who excelled in wood carving came to be known as Khanikar. The
painted woodwork of Golaghat is a folk art. Modern-day khanikars have taken to
producing articles of commercial value, including figure of one-horned rhino and
replicas of the world-famous Kamakhya temple --- two items heading the list of
demands from visitors. Kuhila Koth or fiber weaving is a famed handicraft of the
Batadrava area of Nagaon district. Kuhila is woven on a simple loom-like gadget
made of wood and bamboo poles to produce seats, mats and cushions. Kuhila craft
is also an important cottage industry in the Gauripur area of Dhubri district in
Lower Assam. Pith or Indian cork has also been used for toy-making since
centuries in Assam. Such toys are chiefly made in the Goalpara region and they
include figures of gods, animals and birds.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
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MARGHERITA
3.1GEOGRAPHY
Margherita is a census town in Tinsukia district in the Indian state of Assam.
Margherita was famous for its collieries much developed by the British. Coal India
Ltd is the biggest industry here apart from the beautiful tea gardens.. The small
sub-divisional town has scenic beauty though nothing like a tourism business. The
town is surrounded by hills, tea gardens, forest and the Dihing River. It has a
beautiful golf course at the foot of the hills and a small stream running through.
The name Margherita actually derives from the Italian queen and dates back to the
late 19th century as a token appreciation for the Italian Chief Engineer of a rail
section Chevalier R Paganini who supervised the construction. Margherita was
famous for its collieries much developed by the British. Coal India Ltd is the
DAS REPORT- DECORATIVE CANDLE CLUSTER,
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biggest industry here. Apart from this are Kitply and other small plywood
industries and tea gardens. Tata Tea has factories in the locality.
3.2DEMOGRAPHICS
As of 2001 India census Margherita had a population of 23,836. Males constitute
52% of the population and females 48%. Margherita has an average literacy rate of
76%, higher than the national average of 59.5%: male literacy is 81%, and female
literacy is 71%. In Margherita, 11% of the population is under 6 years of age. The
main communities of the area include Ahoms, Moran, Nepali, Bihari, Singpho,
Muttock etc.The population is a mix of Assamese, Bengali, Nepali as well as those
who migrated from Bihar, Uttar Pradesh and other South Indian states to work in
the coal mines. A major chunk of the population is Hindus followed by Muslims
and Christians. In the interior parts, some people follow Buddhism. The main
festival in Margherita is Bihu, celebrated in the month of January (magh bihu),
April (bohag bihu) and kati bihu in Sept.-Oct. Madam-me-fi is also celebrated in
the month of January.other than that as this place has a multi- cultural heritage
Durga puja, Bhai tika, holi Diwali,chat puja, Buddha purnima, Idd, Christmas is
celebrated with much fan fare.
3.3TRANSPORT
Margherita is well connected with all the major towns and districts both by road
and rail. Margherita has a railway station of its own and Tinsukia railway station is
just 45 kilometres, about an hour's drive from the town. Assam state transport
corporation and a number of other private buses are also available from there. The
nearest airport is in Dibrugarh, 96 km away.
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3.4OCCUPATION & ECONOMY
North Eastern Coalfields operates from here and has its head quarter in the town.
Plywood and tea are the other developed industries.
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Office of the Industry & Commerce, Margherita
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4.1WAX WORK
Introduction
Candles are one of the most enjoyable and affordable luxury items available to
everyone. Candles not only illuminate your houses, they light up your heart as
well. Although they were replaced by kerosene lamps and later by electric tubes,
their use has actually expanded because of their ornamental value. In ancient days
in India, wax from boiling cinnamon was used for temple candles. Decorative
candles in beautiful shapes and sizes have emerged as the most popular souvenirs.
Although ordinary candles have always existed as a cottage industry, decorative
candles from Naintal, Delhi, and other cities started showing up in the market in
the early 70’s. Encouraged by the warm response shown by the market, they
started producing new designs as per the market preferences.
TYPES
FANCY CANDLES
NORMAL CANDLES
CUP & LIGHT CANDLES
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PICTORIALS
ARTISANS EXPLORATION
ARTISANS EXPLORATION
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4.2MARKET
Candles assume status of essential items for illumination in churches and other
religious places, birthday functions, hotels, restaurants etc. Artistic and decorative
candles have very good expected potential in important functions. Nowadays, they
are commonly chosen as gift items. Community fairs, church sales are some of the
activities that artisans should participate on to promote their products.
4.3PRODUCTION EQUIPMENT
This project is centered on the use of simple equipment requiring very low
investment. The main production equipment comprise moulds of different sizes, a
wax melting pan, a gas stove and spoons of desirable shapes.
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PICTORIALS (candle molds-metal, glass, wicks, candle-wick sustainer,
double boiler)
STEP- 1
STEP-2
STEP-3
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MARGHERITA, Assam by Mayukhi Basak 2013
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STEP-4
STEP-5
STEP-6
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STEP-7
STEP-8
STEP-9
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4.4RAW MATERIAL
The basic raw materials include paraffin wax in solid slabs; type-2 ;Paraffin Wax
comes in different qualities and is rated at different melting temperatures. The two
main types of paraffin wax are "fully refined" and "semi-refined". Fully refined
wax has an oil content of less than 1%. Semi-refined wax usually has an oil content
of about 1-1/2%., candle wicks, Crayons, Oil Pastel.
4.5 PRODUCTION PROCESS
The paraffin wax is initially melted in the heated melting pan. The desired colors
are added to it. The melted wax is poured into the mould containing the candle
wick, and left for cooling for about half an hour.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
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4.6FLOWCHART SHOWING THE LOCAL PROCEDURE OF
DECORATIVE CANDLE MAKING
Decorative Candles
Left for cooling for about half-n-hour and the candles are ready
The melted wax is poured into the mould containing the candle wick
Paraffin wax is initially melted in the heated melting pan Colours are added to it.
Wick sustainer should be used
Paper or metal cored container wick
Double boiler is essential to prevent it from bursting into flames
The plates of the moulds are unscrewed, the
finished candles removed for packing.
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OPPORTUNITIES
Rising appreciation for
handicrafts by consumers in
the developed countries
Widespread novelty seeking
Growth in search made by
retail chains in major cities for
suitable products and reliable
suppliers.
Opportunity for agencies to
promote marketing activities
Use of e-commerce in direct
marketing
Community fairs, church sales
are some of the activities that
artisans should participate on
to promote their products.
STRENGTHS
Low capital investment
and high ratio of value
addition
Aesthetic and functional
qualities
Wrapped in mist of
antiquity
Handmade and hence has
good export market
Increasing emphasis on
product development and
design up gradation
WEAKNESSES
Inconsistent quality and
backdated design
Inadequate market study and
marketing strategy
Lack of SHG &CFC
Unaware of market demand
Lack of training &
common facility
THREATS
Better quality products
produced by
competitors from other
parts of India
Better terms of trade by
competing states
Consistent quality and
increasing focus on
R&D by competing
states
Better packaging
Better quality and
finishing standards
SWOT ANALYSIS
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5.1SURVEY SUMMARY
The inter-relationship of issues (designing, packaging, finishing) of decorative
candle making among the artisans and market mechanisms involved in sourcing of
raw material, production of Decorative Candles and marketing linkages.
Source of Supply
Non availability of raw material supply due to restrictions (registration and
license requirement for sourcing of paraffin wax with a WC of more than
one lakh rupees)
Poor quality-Extreme lack of ignorance in branding and packaging.
Ignorance in material handling
Pricing Policy-The craftsmen do not follow a proper pricing strategy
Product Development
It has been reported that the craftsman’s production is seasonal and irregular, with
the old and monotonous designs it is very hard to penetrate the market.
Unorganized market:
Most of the respondents are completely unaware of the market trends.
The sampled respondents suggested that central or state government should
organize design development training which would improve their marketing
prospects. According to one of respondent NGOs and Government should diversify
their activities and purchase their Candles by making opportunity for all the
craftsmen to participate in fairs and exhibitions outside Assam.
Few of the artisans had undergone a training-workshop given by NEDFI
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5.2RECOMMENDATIONS
CLUSTER-BASED
Establishment of common facilities centers in PPP mode for imparting
training, marketing, establishing market linkages, providing raw materials,
providing managerial inputs is the need of the hour.
The importance of income generating activities for craftsmen should be
diversified into enterprise promotion through effective action/plans, training
and implements them with people’s active participation.
Development of appropriate models for sustainable production market
linkages for home based women.
The synergic approach and planning between tourism industry and
handicrafts sector can create new milestones in the prosperity and economic
growth of the country.
Setting Up of Urban Haats / Sale Cum Demonstration Centers; Skill
dissemination by master artisans at district level, establishing integration
with other towns are suggested for development of promotion of decorative
candles.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
40
For better marketing of their products setting up of Urban Haats / Sale Cum
Demonstration Centers- In order to promote handicrafts at the places of
tourist spots, Urban Haats may be opened in closest bigger towns (Tinsukia,
Dibrugarh, Guwahati) to provide regular marketing channel to artisans.
It has been suggested to form CFC and SHG and to take initiative by
identifying master artisans at district level. Further these master artisans
would be entrusted with a responsibility of identifying block (locality) level
artisans and impart Training for Trainers (ToT) to them. These trained
district level master artisans will further visit the artisans and disseminate
their newly acquired skills to them. It will result in skill up -gradation of
local artisans which will enable them to get good price for their handicraft
items.
State Tourism should be actively engaged for the promotion and sales of
Decorative Candles.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
41
DESIGN DEVELOPMENT (VARIETY WITH LOOKS AND MATERIAL)
Enhancing each product for value addition
Usage of easily available products and Recycled options.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
42
5.3ARTISAN-BASED RECOMMENDATIONS
Skill development-Attending regular workshops to enhance their skill and
design sense to increase their design efficiency to meet the market demands.
Candle packaging- Assortment of PVC (Polyvinyl Chloride) Boxes-
packaging is essential for craftsmen to display and sell homemade products.
Up gradation of technology and production techniques-Design
development production of new items need to be attempted. Introduction of
new items with improved models may be designed continuously to attract
new customers and explore new markets by the present artisans after training
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
43
5.4RAW MATERIAL SOURCING CHAIN
Final product display modes are insufficient
Nearest market Tinsukia
All types of raw materials (VA) are sourced from here
Paraffin Wax is available with a particular vendor/monopoly
Production by artisans (labors during festive seasons)
Local Market, Sell from home, Word of mouth and exhibitions
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
44
5.5THE VALUE CHAIN
Proposed
RAW MATERIAL ARTISAN PROCESS PRODUCT
MARKET
Credit linkages
Training and
workshop
Design & Quality
Intervention
Market research Quality check by a panel
of master artisans
BRANDING
Technical Intervention
Design
INTERV
ENTIO
N
Market Penetration Benchmark Packaging
Existing
Sourcing of paraffin wax from CFC by SHG for availability of desirable amount at a cheaper rate
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
45
5.6SUGGESTIVE LOGO
MARGHERITA LOGO
MARGHERITA PRODUCT TAG
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
46
5.7SUGGESTED MODEL
GROUP
CFC
TRAINING
DESIGN
RAW MATERIALS
PRODUCTION
FINAL PRODUCT
DIRECT SELLING
RETURN & PRODUCT
profit
PROCUREMENT OF ORDERS
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
47
5.8ACTION PLAN
WORKSHOP 10AM-1PM 2PM-4PM SCHEDULE
DAY-1 BASIC TRAINING(design)
DAY-2 CONTD. BASIC TRAINING
DAY-3 CONTD. FINISHING
DAY-4 ADVANCED TRAINING(design)
ADVANCED TRAINING
DAY-5 ADVANCED TRAINING
--DO--
DAY-6
DAY-7
BRANDING &PACKAGING
MARKETING AND SELLING
---DO--
---DO--
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
49
Name of Artisan-Miss Manju Baragohain
Name of MSME Unit-Queen Candle Unit
Address-Lajung-1, Ward No.2, Margherita, Assam, PIN-786181
Contact -+91-9854390623
BUSINESS PROFILE
Product Decorative Candles
Design Basic 2-3 design(with moulds )
Price Range starts from Rs.35/-
People Home-based and local market
Turnover Rs.9,28,231/- in 2010-11(inclusive other
sources )
Promotion Exhibitions (1-2 times a yr.)
Employee Strength 5-6 labors on contract during festive season
& demand
Season Festivals like Diwali,Christmas etc.
Training NEDFI
FINDINGS
Poor moderate high Current
status
scope Remarks
Pdt.design No
production
done
Under-used
infrastructure and
skill
Tech. Manual
R&D nil
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
50
Design intervention Required to meet
market stds.
workstation -
Market/competition Extreme lack of
market awareness,
competition from
local substitutes in
Tinsukia,
neighboring town
in close proximity.
Skill-upgradation
ergonomics
Enhancement of
Design & finish is
needed
Packaging
branding &
logistics
Cellophane wrap,
Branding –nil,
logistics-nil
Display
opportunities
Rarely
participated
outside local area
Inter-cluster
communication
Responsive
Utilizing visible
impact
&developing
MSMEs
Interest level low
and has taken up
this craft as a
hobby
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
51
capabilities
Production process
/quality up
gradation
Essential
wastage Claims to have
zero-wastage
Scope for value
addition
high
Create positive diff
to MSME terms
Observations/Problem areas
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
Infrastructure and resources are underutilized due to lack of interest in this
particular craft,i.e Lack of professional attitude
Extreme lack of Market Awareness, trends & quality
Design opportunities
Since the artisan is semi-skilled and is capable of bearing the raw materials
costs, labor etc. therefore possibilities of design up gradation, skill
enhancement is high through activities like expertise intervention by multi-
disciplinary process across design, branding, and market mapping
opportunities.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
52
Product process and tools innovation through design and development
Technical know-how enhancement, trend studies, quality norms
Design intervention in packaging & branding to make the product look
attractive and communicative.
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-1
Improper way of storage for raw materials, not in use leading to wastage & decay
Underutilized infrastructure which can be used by SHG groups for decorative Candle making resulting to an standardized result and finish under the guidance of a master artisan
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
53
Name of Artisan-Mrs.Sipra Das
Name of MSME Unit- SIPRA DECORATIVE CANDLE FACTORY
Address- Agbandha, Margherita, Assam, PIN-786181
Contact -+91-986470561
BUSINESS PROFILE
Product Decorative Candles
Design Basic 2-3 design with moulds ,hand-
made
Price Range starts from Rs.35/-to Rs.2999/-
People Home-based and local market
Turnover Rs.4,00,000/- in 2010-11
Promotion Exhibitions (1-2 times a yr.)
Employee Strength Self
Season Festivals like Diwali & Christmas
Training NEDFI
Poor moderate high Current status scope Remarks
Pdt.design Avg.production
done
Trying new-designs
but need expertise
intervention
Tech. Manual
R&D nil
Design intervention Required to meet
market stds.
workstation
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
54
Market/competition Extreme lack of
market awareness,
competition from
local brands in
Tinsukia,
neighboring town.
Skill-up gradation
ergonomics
Enhancement of
Design & finish is
required
Packaging branding
& logistics
Cellophane wrap,
Branding –printed
label, logistics-nil
Display
opportunities
Exhibitions are the
only platform for
national exposure
Inter-cluster
communication
Holds maximum
experience in this
craft and is capable
of taking
responsibility
Utilizing visible
impact /developing
MSMEs capabilities
Interest level high
and active
Production process
and quality up
Essential
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
55
gradation
wastage Claims to have zero-
wastage
Scope for value
addition
high
Create positive diff.
to MSME terms
FINDINGS
Observations/Problem areas
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
Infrastructure and resources are underutilized due to lack of interest in this
particular craft,i.e Lack of professional attitude
Extreme lack of Market Awareness, trends & quality
Hesitate to reduce the selling price for bulk orders but would hardly ensure
quality finish or new product innovations.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
56
Design opportunities
Since the artisan is semi-skilled and is capable of bearing the raw materials
costs, labor etc. therefore possibilities of design up gradation, skill
enhancement is high through activities like expertise intervention by multi-
disciplinary process across design, branding, and market mapping
opportunities.
Product process and tools innovation through design and development
Technical know-how enhancement, trend studies, quality norms
Design intervention in packaging & branding to make the product look
attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
57
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-2
The Candle with defects in finishing is often considered as rejects
Molds used for decorative candles
The products are delivered to the retailers in these boxes without proper packaging resulting to damages during transportation
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
58
Name of Artisan-Miss Rabinder Kaur
Name of MSME Unit-NA
Address-, Margherita, Assam, PIN-786181
Contact -+91- 9508457139
BUSINESS PROFILE
Product Decorative Candles
Design Basic 2-3 design(with moulds )
Price Range starts from Rs.35/-
People Home-based and local market
Turnover NA, manufacturing products since 2
months only
Promotion None
Employee Strength Self
Season Focusing on the Festivals of 2013
Training NEDFI
Poor moderate high Current
status
scope Remarks
Product Design Producing
at a low
scale
Both design and skill
are basic & needs
development and
finish
Tech. Manual
R&D nil
Design intervention Required to meet
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
59
market stds.
workstation -
Market/competition Extreme lack of
market awareness
Skill-upgradation
ergonomics
Intervention by
expertise in areas
like design, finishing
is needed
Packaging
branding &
logistics
Cellophane wrap,
Branding –nil,
logistics-nil
Display
opportunities
Yet to participate
Inter-cluster
communication
Responsive
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level high to
take this up as
business
Production process
/quality up
gradation
Very essential
wastage Claims to have zero-
wastage
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
60
Scope for value
addition
high
Create positive diff
to MSME terms
Observations/Problem areas
Has undergone a preliminary basic training and therefore is still in nascent
stage of production
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
Extreme lack of Market Awareness, trends & quality
Design opportunities
Since the artisan is semi-skilled and therefore possibilities of design up
gradation, skill enhancement is high through activities like expertise
intervention by multi-disciplinary process across design, finish, branding,
and market mapping opportunities.
Product process and tools innovation through design and development
Technical know-how enhancement, trend studies, quality norms
Design intervention in packaging & branding to make the product look
attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
61
Orientation on market linkages and enhancement of technical interference
and development.
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-3
Material Handling is a common problem sighted with the craftsmen
No details like brand name, weight of the candle, color are mentioned in the labeling of candles
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
62
Name of Artisan-Miss Afreen Khatoon
Name of MSME Unit-Begum Designer
Address-, Margherita, Assam, PIN-786181
Contact -+91- 9508457139
BUSINESS PROFILE
Product Decorative Candles
Design Basic 2-3 design(with moulds )
Price Range starts from Rs.35/-
People Home-based and local market
Turnover NA, manufacturing products since 2
months only
Promotion None
Employee Strength Self
Season Focusing on the Festivals of 2013
Training Basic training in school
FINDINGS
Poor moderate high Current
status
scope Remarks
Product Design Producing
at a low
scale
Both design and skill
are basic & needs
development and
finish
Tech. Manual & Use of
internet as marketing
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
63
tool is very limited.
R&D Nil
Design intervention Required to meet
market stds.
workstation -
Market/competition Extreme lack of
market awareness
Skill-upgradation
ergonomics
Intervention by
expertise in areas
like design, finishing
is needed
Packaging
branding &
logistics
Cellophane wrap,
Branding –nil,
logistics-nil
Display
opportunities
Yet to participate
Inter-cluster
communication
Responsive
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level high to
take this up as
business
Production process
/quality up
Very essential
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
64
gradation
wastage Claims to have zero-
wastage
Scope for value
addition
High
Create positive diff
to MSME terms
Observations/Problem areas
Lack of resources creating an obstacle for further innovation and production
of quality products
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
Extreme lack of Market Awareness, trends & quality
Design opportunities
Since the artisan is semi-skilled and therefore possibilities of design up
gradation, skill enhancement is high through activities like expertise
intervention by multi-disciplinary process across design, finish, branding,
and market mapping opportunities.
Product process and tools innovation through design and development
Technical know-how enhancement, trend studies, quality norms
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
65
Design intervention in packaging & branding to make the product look
attractive and communicative.
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-4
Where temperature plays an effective role in making of decorative candles, the cane fenced wall is unable to prevent the high temperature in summer season resulting to reshaping and wax shrinkage problem
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
66
No attention to labeling and branding of the product.
The limitation of technology and market exposure is a major hindrance in terms of innovative design development
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
67
Name of Artisan-Mrs Anjana Upadhayai
Name of MSME Unit-NA
Address-Jagun 5 miles, P.O- Margherita, Assam, PIN-786181
Contact -+91-9954366726
BUSINESS PROFILE
Product Decorative Candles
Design 2design(with moulds )
Price Range starts from Rs.35/-
People Home-based
Turnover Just Started
Promotion None
Employee Strength NA
Season NA
Training NEDFI
FINDINGS
Poor modera
te
hig
h
Current
status
scop
e
Remarks
Pdt.design Basic designs
Tech. Manual
R&D Nil
Design
intervention
Training with new
design skills,
technicalities and market
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
68
awarness
workstation Home-based
Market/compet
ition
Extreme lack of market
awareness,
Skill-
upgradation
ergonomics
Enhancement of
Design & finish is
needed
Packaging
branding &
logistics
Nil, Branding –nil,
logistics-nil
Display
opportunities
Not yet participated
Inter-cluster
communication
Responsive
Utilizing
visible impact
&developing
MSMEs
capabilities
Interest level high and
interested to take this to
a business level
Production
process /quality
up gradation
Essential
wastage Claims to have zero-
wastage
Scope for value Quality up gradation in
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
69
addition the existing products is
needed
Create positive
diff to MSME
terms
Observations/Problem areas
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
Branding & Packaging norms are not followed.
Extreme lack of Market Awareness, trends & quality
Design opportunities
Since the artisan is semi-skilled with a high interest level. therefore
possibilities of design up gradation, skill enhancement is high through
activities like expertise intervention by multi-disciplinary process across
design, branding, and market mapping opportunities.
Product process and technical intervention through design and development
Promotional activities like attending exhibitions, pamphlets trend
Design intervention in packaging & branding to make the product look
attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
70
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-5
Bubbles and pits forming on candles
Tiny bubbles and pits forming on candles are caused by several things. Pouring the wax at a hotter temperature, making sure the moulds are warm when you pour, and cooling your candles away from drafts. Sometimes bubbles form when the wax is poured too cool, and it sets up before the bubbles have a chance to rise and dissipate. A water bath after a hot pour generally results in very smooth, shiny surfaces.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
71
Name of Artisan-Mrs Judi Barua
Name of MSME Unit-NA
Address-Jagun 5 miles, P.O- Margherita, Assam, PIN-786181
Contact -+91-9859352784
BUSINESS PROFILE
Product Decorative Candles
Design 3-4design(with moulds )
Price Range starts from Rs.35/-
People Home-based
Turnover Just Started
Promotion Word-of –mouth
Employee Strength NA
Season NA
Training Basic
FINDINGS
Poo
r
modera
te
high Current
status
scop
e
Remarks
Pdt.design Developi
ng
Basic
designs
Both design and skill
are basic & needs
development and finish
Tech. Manual
R&D Nil
Design
intervention
new design skills,
technicalities
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
72
workstation Home-based
Market/competiti
on
Extreme lack of market
awareness
Skill-up gradation
ergonomics
Enhancement of
Design & finish is
needed
Packaging
branding &
logistics
Nil, Branding –nil,
logistics-nil
Display
opportunities
Not yet participated
Inter-cluster
communication
Responsive
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level high and
interested to take this to
a business level
Production
process /quality
up gradation
Essential
wastage Claims to have zero-
wastage
Scope for value
addition
Quality up gradation in
the existing products is
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
73
needed
Create positive
diff to MSME
terms
Observations/Problem areas
Design and Finishing standards are not up to Market demands(both for
domestic and export quality)
Problem in manufacturing defects ( supported pictorials )
Branding & Packaging of the products are not done
Extreme lack of Market Awareness, trends & quality
Design opportunities
Possibilities of design up gradation, skill enhancement is high through
activities like expertise intervention by multi-disciplinary process across
design, branding, and market mapping opportunities.
Product process and technical intervention through design and development
Promotional activities like attending exhibitions, pamphlets trend
Design intervention in packaging & branding to make the product look
attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
74
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-6
There is confusion with design sense and material handling, the flat bed in the given design consuming majority wax weight does not have any utilitarian value, disproportionate look
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
75
WEAK FLAME/DROWNING WICK -This problem is usually caused by using a wick that is too small, artisan should try using a larger wick size. Here in this picture uneven wick sizes visible are not only a problem area but also a hindrance in standardization
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
77
Name of Artisan-Miss Rumi Lama
Name of MSME Unit-NA
Address-Segunbari, P.O- Margherita, Assam, PIN-786181
Contact -+91-9859321956
BUSINESS PROFILE
Product Decorative Candles
Design 3-4design(with moulds )
Price Range starts from Rs.35/-
People Home-based
Turnover Just Started
Promotion Word-of –mouth
Employee Strength Self
Season NA
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Pdt.design Developing
Basic
designs
Semi-skilled in basic
designs
Tech. Manual
R&D Nil
Design
intervention
new design skills,
technicalities
workstation Home-based
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
78
Market/com
petition
Extreme lack of
market awareness
Skill-up
gradation
ergonomics
Semi-skilled but
expertise
intervention required
Packaging
branding &
logistics
Nil
Display
opportunitie
s
Not yet participated
Inter-cluster
communicat
ion
Moderately
Responsive
Utilizing
visible
impact
&developin
g MSMEs
capabilities
Interest level high
and interested to take
this to a business
level
Production
process
/quality up
gradation
Essential
wastage Claims to have zero-
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
79
wastage
Scope for
value
addition
Quality up gradation
in the existing
products is needed
Create
positive diff
to MSME
terms
Observations/Problem areas
Raw Material Sourcing individually is a problem due to financial constrains
and other materials are not available in the local market.
Design and Finishing standards are not up to Market demands(both for
domestic and export quality)
Extreme lack of Market Awareness, trends & quality
Design opportunities
A common proposed activity for the cluster is the formation of SHG groups
and a raw material bank. Timely availability inputs to be made available for
effective and timely distribution to the artisans
Product process and technical intervention through design and development
Can meet the market demand once trained and the market linkages are
created through pamphlets, exhibitions etc.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
80
Design intervention in packaging & branding to make the product look
attractive and communicative.
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-7
Tiny bubbles and pits forming on candles are caused by several things. Pouring the wax at a hotter temperature, making sure the moulds are warm when you pour, and cooling your candles away from drafts. Sometimes bubbles form when the wax is poured too cool, and it sets up before the bubbles have a chance to rise and dissipate. A water bath after a hot pour generally results in very smooth, shiny surfaces.
There is confusion with design sense and material handling, the flat bed in the given design consuming majority wax weight does not have any utilitarian value, disproportionate look
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
81
Where temperature plays an effective role handling wax, the cane fenced wall is unable to prevent the high temperature in summer season resulting to reshaping and wax shrinkage problem
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
82
Name of Artisan-Mrs Upasana Chetia
Name of MSME Unit-NA
Address-Makumbagan, P.O- Margherita, Assam, PIN-786181
Contact -+91-9401435377
BUSINESS PROFILE
Product Decorative Candles
Design 3-4design(with moulds )
Price Range starts from Rs.35/-
People Home-based
Turnover Just Started
Promotion Word-of –mouth
Employee Strength Self
Season NA
Training Basic
FINDINGS
Poo
r
modera
te
high Current
status
scop
e
Remarks
Pdt.design Developi
ng
Basic
designs
Trying new-designs but
need expertise
intervention
Tech. Manual & Use of
internet as marketing
tool is very limited.
R&D Nil
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
83
Design
intervention
new design skills,
intervention in
technical up gradation
workstation Home-based
Market/competiti
on
lack of market linkages
Skill-up gradation
ergonomics
Enhancement of
Design & finish is
needed
Packaging
branding &
logistics
Nil, Branding –nil,
logistics-nil
Display
opportunities
Not yet participated
Inter-cluster
communication
Average
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level high and
interested to take this to
a business level
Production
process /quality
up gradation
Essential
wastage Claims to have zero-
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
84
wastage
Scope for value
addition
Quality up gradation in
the existing products is
needed
Create positive
diff to MSME
terms
Observations/Problem areas
Raw Material Sourcing individually is a problem and other materials are not
available in the local market. Sourcing it for an individual unit is not cost-
effective for the craftsmen.
Labeling of the products with details is missing
Needs to meet Branding & Packaging of the products to reach market
standards
Extreme lack of Market Awareness, trends & quality
Design opportunities
Possibilities of design up gradation, skill enhancement is high through
activities like expertise intervention by multi-disciplinary process across
design, branding, and market mapping opportunities.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
85
A common proposed activity for the cluster is the formation of SHG groups
and a raw material bank. Timely availability inputs to be made available for
effective and timely distribution to the artisans
Product process and technical intervention through design and development
Can meet the market demand once trained and the market linkages are
created through pamphlets, exhibitions etc.
Design intervention in packaging & branding to make the product look
attractive and communicative.
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-8
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
86
Designs do not get the market exposure and response due to lack of promotion and therefore training and orientation by intervention of technologies and creating web portals, blogs(e-marketing) or printing pamphlets can bridge the problem
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
87
Name of Artisan-Mrs Labanya Baragohain
Name of MSME Unit-NA
Address-Jayanagar, P.O- Margherita, Assam, PIN-786181
Contact -+91-9854804619
BUSINESS PROFILE
Product Decorative Candles
Design 3-4design(with moulds )
Price Range starts from Rs.150/-
People Home-based
Turnover Just Started
Promotion Word-of –mouth
Employee Strength Self
Season NA
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Pdt.design Basic
designs
Both design and skill
are basic & needs
development and finish
Tech. Manual
R&D Nil
Design
intervention
new design skills
workstation Home-based
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
88
Market/compe
tition
lack of market
awareness
Skill-up
gradation
ergonomics
Enhancement of
Design & finish is
needed
Packaging
branding &
logistics
NIL
Display
opportunities
Not yet participated
Inter-cluster
communicatio
n
Average
Utilizing
visible impact
&developing
MSMEs
capabilities
Interest level moderate
Production
process
/quality up
gradation
Essential
wastage Claims to have zero-
wastage
Scope for Quality up gradation in
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
89
value addition the existing products is
needed
Create positive
diff to MSME
terms
Observations/Problem areas
Raw Material Sourcing individually is a problem due to financial constrains
and other materials are not available in the local market.
Design and Finishing standards are not up to Market demands(both for
domestic and export quality)
Branding & Packaging of the products are not done
Extreme lack of Market Awareness, trends & quality
Design opportunities
Possibilities of design up gradation, skill enhancement is high through
activities like expertise intervention by multi-disciplinary process across
design, branding, and market mapping opportunities.
Product process and technical intervention through design and development
Design intervention in packaging & branding to make the product look
attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
90
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-9
Finishing does not reach market standards
Common cluster problem is lesser variety in design and more training in areas of finishing required.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
91
Name of Artisan-Mrs. Lily Saikia
Name of MSME Unit-NA
Address-Lazun, P.O- Margherita, Assam, PIN-786181
Contact -+91-9859308483
BUSINESS PROFILE
Product Decorative Candles
Design 3-4design(with moulds )
Price Range starts from Rs.75/-
People Home-based
Turnover Just Started
Promotion Word-of –mouth
Employee Strength Self
Season NA
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Pdt.design Basic
designs
Both design and skill
are basic & needs
development and finish
Tech. Manual
R&D Nil
Design
intervention
new design skills
workstation Home-based
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
92
Market/comp
etition
Incompetency in
meeting market
standards.
Skill-up
gradation
ergonomics
Enhancement of
Design & finish is
needed
Packaging
branding &
logistics
NIL
Display
opportunities
Not yet participated
Inter-cluster
communicatio
n
Average
Utilizing
visible impact
&developing
MSMEs
capabilities
Interest level high &
want to take this craft
as a source of income
Production
process
/quality up
gradation
Very Essential
wastage Claims to have zero-
wastage
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
93
Scope for
value addition
Quality up gradation in
the existing products is
needed
Create
positive diff
to MSME
terms
Observations/Problem areas
Raw Material Sourcing individually is a problem due to financial constrains
and other materials are not available in the local market.
Design and Finishing standards are not up to Market demands(both for
domestic and export quality)
Branding & Packaging of the products are not done
Extreme lack of Market Awareness, trends & quality
Design opportunities
Common projected need of the cluster is design up gradation, skill
enhancement through activities like expertise intervention by multi-
disciplinary process across design, branding, and market mapping
opportunities.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
94
Can meet the market demand once trained and the market linkages are
created through pamphlets, exhibitions etc.
Design intervention in packaging & branding to make the product look
attractive and communicative.
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-10
Uniformity in wick length not maintained
The Borders are unevenly painted with Fabric colors –Use of Gold Dust ( readily available in market) gives a better look
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
95
None of the products meet branding, finishing, or labeling according to domestic market or international market standards. Material handling and usage are common problem areas noticed among the artisans
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
96
Name of Artisan-Mrs Jaya Hazarika
Name of MSME Unit-NA
Address-4 no.Makumpathar P.O- Margherita, Assam, PIN-786181
Contact -+91-9435562233
BUSINESS PROFILE
Product Decorative Candles
Design 3-4design(with moulds )
Price Range starts from Rs.75/-
People Home-based
Turnover Just Started
Promotion Word-of –mouth
Employee Strength Self
Season NA
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Pdt.design Basic
designs
Interest level very low
Tech. Use of internet as
marketing tool is very
limited.
R&D Nil
Design
intervention
Up gradation of the
existing ones
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
97
workstation Home-based
Market/compe
tition
Incompetency in
meeting market
standards.
Skill-up
gradation
ergonomics
Enhancement of
Design & finish is
needed
Packaging
branding &
logistics
NIL
Display
opportunities
Not yet participated
Inter-cluster
communicatio
n
Average
Utilizing
visible impact
&developing
MSMEs
capabilities
Interest level low to
take this craft as a
source of income
Production
process
/quality up
gradation
Very Essential
wastage Claims to have zero-
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
98
wastage
Scope for
value addition
Quality up gradation in
the existing products is
needed
Create positive
diff to MSME
terms
Observations/Problem areas
Design and Finishing standards are not up to Market demands(both for
domestic and export quality)
Branding & Packaging of the products are not done
Extreme lack of Market Awareness, trends & quality
Due to lack of market exposure and eventually lack of market demand,
interest level of the artisan is low in taking this craft to a business level.
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation.
Design intervention in finishing, packaging & branding to make the product
look attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
99
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-11
There is confusion with design sense and material handling, the flat bed in the given design consuming majority wax weight does not have any utilitarian value resulting to disproportionate look
Parameters like Packaging, labeling or pricing is not in consideration during the making of the product.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
100
Name of Artisan-Mrs. Devi Bargohain Kalita
Name of MSME Unit-NA
Address-Dehing P.O- Margherita, Assam, PIN-786181
Contact -+91-9854004876
BUSINESS PROFILE
Product Decorative Candles
Design 3-4design(with moulds )
Price Range starts from Rs.75/-
People Home-based
Turnover Just Started
Promotion Word-of –mouth
Employee Strength Self
Season NA
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Pdt.design Basic
designs
Basic designs with very
monotonous VA or
modifications
Tech. Manual
R&D Nil
Design
intervention
Up gradation of the
existing ones
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
101
workstation Home-based
Market/comp
etition
Retailed from own
store occupying 5%
shelf
space.Incompetency in
meeting market
standards.
Skill-up
gradation
ergonomics
Enhancement of
Design & finish is
needed
Packaging
branding &
logistics
NIL
Display
opportunities
Not yet participated
Inter-cluster
communicatio
n
Average
Utilizing
visible impact
&developing
MSMEs
capabilities
Interest level average
to take this craft as a
source of income
Production
process
Very Essential
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
102
/quality up
gradation
wastage Claims to have zero-
wastage
Scope for
value addition
Quality up gradation in
the existing products is
needed
Create
positive diff
to MSME
terms
Observations/Problem areas
Basic designs with very monotonous VA or modifications. Design and
Finishing standards are not up to Market demands(both for domestic and
export quality)
Branding & Packaging of the products are not done
Extreme lack of Market Awareness, trends & quality
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
103
Design intervention in finishing, packaging & branding to make the product
look attractive and communicative.
Product process and tools innovation through design and development
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-12
Display of products in the store
Fonts & text graphics (artisan’s own innovation) has spelling errors ,needs intervention of expertise
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
104
Name of Artisan-Mrs. Junu Kumari Chhetri
Name of MSME Unit-NA
Address-Makumbagan, 3Ali; Near New Bridge P.O- Margherita, Assam, PIN-
786181
Contact -+91-08486595180
BUSINESS PROFILE
Product Decorative Candles
Design Basic designs
Price Range starts from Rs.35/-
People NA
Turnover Just Started
Promotion NA
Employee Strength Self
Season NA
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Pdt.design Initially producing
basic designs
Tech. Manual
R&D nil
Design intervention Expertise intervention
in both design and
finish
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
105
workstation Home
Market/competition Completely unaware
about trends
Skill-up gradation
ergonomics
Enhancement of
Design & finish is
required
Packaging
branding &
logistics
NA
Display
opportunities
NA
Inter-cluster
communication
Good
Utilizing visible
impact /developing
MSMEs
capabilities
Interest level high
Production process
and quality up
gradation
Essential
wastage Claims to have zero-
wastage
Scope for value
addition
May be channelized
after training of
design development &
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
106
quality management
Create positive
diff. to MSME
terms
Observations/Problem areas
Very Backdated designs. Raw material usage proportion is very unsatisfying
Design and Finishing standards are a huge problem area
Extreme lack of Market Awareness, trends & quality
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation.
Design intervention in finishing, packaging & branding to make the product
look attractive and communicative.
Product process(raw materials usage) and tools innovation through design
and development
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
107
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-13
Artisan has not taken Packaging & labeling into consideration
Finishing is very weak and is prominent in the design
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
108
Name of Artisan-Mrs.Rupa Gohain Kalita
Name of MSME Unit-NA
Address-3Ali Makumbagan P.O- Margherita, Assam, PIN-786181
Contact -+91-9864236639
BUSINESS PROFILE
Product Decorative Candles
Design 3-4design(with moulds )
Price Range starts from Rs.35/-
People Home-based
Turnover Just Started
Promotion Word-of –mouth
Employee Strength Self
Season NA
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Pdt.design Basic
designs
Basic designs with
very monotonous VA
or modifications
Tech. Manual
R&D Nil
Design
intervention
Up gradation of the
existing ones
workstation Home-based
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
109
Market/competiti
on
Ignorance about
market awareness
Skill-up
gradation
ergonomics
Enhancement of
Design & finish is
needed
Packaging
branding &
logistics
NIL
Display
opportunities
Not yet participated
Inter-cluster
communication
Responsive
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level average
to take this craft as a
source of income
Production
process /quality
up gradation
Very Essential
wastage Claims to have zero-
wastage
Scope for value
addition
Quality up gradation
in the existing
products is needed
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
110
Create positive
diff to MSME
terms
Observations/Problem areas
Basic designs with very monotonous VA.Design and Finishing standards
are not up to Market demands(both for domestic and export quality)
Branding & Packaging of the products are not done
Extreme lack of Market Awareness, trends & quality
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation.
Design intervention in finishing, packaging & branding to make the product
look attractive and communicative.
Product process and tools innovation through design and development
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
111
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-14
The Borders are unevenly painted with Fabric colors –Use of Gold Dust (readily available in market) gives a better look. There is confusion with design sense and material handling, the flat bed in the given design consuming majority wax weight does not have any utilitarian value resulting to disproportionate look
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
112
Name of Artisan-Miss Beauty Phukan
Name of MSME Unit-NA
Address-, Margherita Tea Estate, Assam, PIN-786181
Contact -+91- 9577112148
BUSINESS PROFILE
Product Decorative Candles
Design Basic 2-3 design(with moulds )
Price Range starts from Rs.35/-
People Home-based and local market
Turnover NA, manufacturing products since 2
months only
Promotion None
Employee Strength Self
Season Focusing on the Festivals of 2013
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Product Design Producing
at a low
scale
Both design and skill
are basic & needs
development and
finish
Tech. Manual
R&D nil
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
113
Design intervention Required to meet
market stds.
workstation -
Market/competition Extreme lack of
market awareness
Skill-upgradation
ergonomics
Intervention by
expertise in areas
like design, finishing
is needed
Packaging
branding &
logistics
NIL
Display
opportunities
Yet to participate
Inter-cluster
communication
Responsive
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level average
to take this to
business level
Production process
/quality up
gradation
Very essential
wastage Claims to have zero-
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
114
wastage
Scope for value
addition
moderate
Create positive diff
to MSME terms
Observations/Problem areas
Has undergone a preliminary basic training and therefore is still in nascent
stage of production
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
Extreme lack of Market Awareness, trends & quality
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation
Since the artisan is semi-skilled and therefore possibilities of design up
gradation, skill enhancement is high through activities like expertise
intervention by multi-disciplinary process across design, finish, branding,
material handling, design utility and market mapping opportunities.
Raw material resourcing from a common bank will also help in innovative
designs through trial & error method.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
115
Design intervention in packaging & branding to make the product look
attractive and communicative.
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-15
Finishing not up to market standards and orientation on design development & material handling required.
Expertise intervention is needed
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
116
Name of Artisan-Miss Bobby Hazorika
Name of MSME Unit-NA
Address-, Margherita Tea Estate, Assam, PIN-786181
BUSINESS PROFILE
Product Decorative Candles
Design Basic 2-3 design(with moulds )
Price Range starts from Rs.35/-
People Home-based and local market
Turnover NA, manufacturing products since 2
months only
Promotion None
Employee Strength Self
Season Focusing on the Festivals of 2013
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Product Design Producing
at a low
scale
Both design and skill
are basic & needs
development and
finish
Tech. Manual
R&D nil
Design intervention Required to meet
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
117
market stds.
workstation -
Market/competition Extreme lack of
market awareness
Skill-upgradation
ergonomics
Intervention by
expertise in areas
like design, finishing
is needed
Packaging
branding &
logistics
NIL
Display
opportunities
Yet to participate
Inter-cluster
communication
Responsive
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level average
to take this to
business level
Production process
/quality up
gradation
Very essential
wastage Claims to have zero-
wastage
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
118
Scope for value
addition
moderate
Create positive diff
to MSME terms
Observations/Problem areas
Has undergone a preliminary basic training and therefore is still in nascent
stage of production
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
Extreme lack of Market Awareness, trends & quality
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation
Since the artisan is semi-skilled and therefore possibilities of design up
gradation, skill enhancement is high through activities like expertise
intervention by multi-disciplinary process across design, finish, branding,
and market mapping opportunities.
Technical know-how enhancement, trend studies, quality norms
Design intervention in packaging & branding to make the product look
attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
119
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-16
.
Finishing of the products are lower than the market standards. Whereas the local competitors from Tinsukia are leading in local market. The retailers also get bulk products from Kolkata & Mumbai at a reasonable rate where these local craftsmen cannot meet the demand at such low prices. The product given above is sold in Margherita @ Rs.285/-, whereas superior quality product of same size is available in Tinsukia @Rs.150/-
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
120
Name of Artisan-Mrs.Aruna Gogoi
Name of MSME Unit-NA
Address-, Margherita Tea Estate, Assam, PIN-786181
Contact -+91- 8720929206
BUSINESS PROFILE
Product Decorative Candles
Design Basic 2-3 design(with moulds )
Price Range starts from Rs.35/-
People Home-based
Turnover NA, manufacturing products since 2
months only
Promotion None
Employee Strength Self
Season Focusing on the Festivals of 2013
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Product Design Producing
at a low
scale
Both design and skill
are basic & needs
development and
finish
Tech. Manual
R&D nil
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
121
Design intervention Required to meet
market stds.
workstation -
Market/competition Extreme lack of
market awareness
Skill-upgradation
ergonomics
Intervention by
expertise in areas
like design, finishing
is needed
Packaging
branding &
logistics
NIL
Display
opportunities
Yet to participate
Inter-cluster
communication
Responsive
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level average
to take this to
business level
Production process
/quality up
gradation
Very essential
wastage Claims to have zero-
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
122
wastage
Scope for value
addition
moderate
Create positive diff
to MSME terms
Observations/Problem areas
Has undergone a preliminary basic training and therefore is still in nascent
stage of production
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
Extreme lack of Market Awareness, trends & quality
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation
Possibilities of design up gradation, skill enhancement is high through
activities like expertise intervention by multi-disciplinary process across
design, finish, branding, and market mapping opportunities.
Design intervention in packaging & branding to make the product look
attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
123
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-17
Finishing is not standardized- Bubbles and pits forming on candles
Tiny bubbles and pits forming on candles are caused by several things. Pouring the wax at a hotter temperature, making sure the moulds are warm when you pour, and cooling your candles away from drafts. Sometimes bubbles form when the wax is poured too cool, and it sets up before the bubbles have a chance to rise and dissipate. A water bath after a hot pour generally results in very smooth, shiny surfaces.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
124
Name of Artisan-Mrs.Dipika Khalam
Name of MSME Unit-NA
Address-, Margherita, Assam, PIN-786181
Contact -+91- 9854348796
BUSINESS PROFILE
Product Decorative Candles
Design Basic 2-3 design(with moulds )
Price Not yet priced
People Not yet sold
Turnover NA
Promotion None
Employee Strength Self
Season Not interested
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Product Design Producing
at a low
scale
Both design and skill
are basic & needs
development and
finish
Tech. Manual
R&D nil
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
125
Design intervention Required to meet
market stds.
workstation Home-based
Market/competition Extreme lack of
market awareness
Skill-upgradation
ergonomics
Intervention by
expertise in areas
like design, finishing
is needed
Packaging
branding &
logistics
NIL
Display
opportunities
Yet to participate
Inter-cluster
communication
poor
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level below
average
Production process
/quality up
gradation
Very essential
wastage Claims to have zero-
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
126
wastage
Scope for value
addition
moderate
Create positive diff
to MSME terms
Observations/Problem areas
Has undergone a preliminary basic training and therefore is still in nascent
stage of production
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
General awareness program to bring confidence and commitment for the
successful implementation
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation
Possibilities of design up gradation, skill enhancement is high through
activities like expertise intervention by multi-disciplinary process across
design, finish, branding, and market mapping opportunities.
Design intervention in packaging & branding to make the product look
attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
127
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-18
Artisan had undergone training but now is not doing any production further. The products displayed were made during training session
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
128
Name of Artisan-Miss Priti Das
Name of MSME Unit-NA
Address-, Margherita,New Colony, Assam, PIN-786181
Contact -+91- 9706722025
BUSINESS PROFILE
Product Decorative Candles
Design Basic 3-4 design(with moulds )
Price 25/-
People Local Church & market
Turnover NA
Promotion Word-of-mouth
Employee Strength Self
Season Diwali & Christmas
Training Basic
FINDINGS
FINDINGS
Poor moderate high Current
status
scope Remarks
Product Design Producing
at an
average
scale
Both design and skill
are basic & needs
development and
finish
Tech. Manual
R&D nil
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
129
Design intervention Required to meet
market stds.
workstation Home-based
Market/competition Unaware about
market awareness
due to weak market
linkages and IT
intervention
Skill-upgradation
ergonomics
Intervention by
expertise in areas
like design, finishing
is needed
Packaging
branding &
logistics
NIL
Display
opportunities
Local church (St.
Marys)
Inter-cluster
communication
Very responsive
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level
average
Production process Very essential
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
130
/quality up
gradation
wastage Claims to have zero-
wastage
Scope for value
addition
moderate
Create positive diff
to MSME terms
Observations/Problem areas
Raw Material Sourcing individually is a problem due to financial constrains
and other materials are not available in the local market.
Design and Finishing standards are not up to Market demands(both for
domestic and export quality)
Branding & Packaging of the products are not done
Has undergone a preliminary basic training and therefore is still in nascent
stage of production
General awareness program to bring confidence and commitment for the
successful implementation
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
131
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation
Possibilities of design up gradation, skill enhancement is high through
activities like expertise intervention by multi-disciplinary process across
design, finish, branding, and market mapping opportunities.
Design intervention in packaging & branding to make the product look
attractive and communicative.
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-19
The artisan has undergone training but lack in variety in design .Hand –Molded designs & molds except floating candles are not yet crafted by the artisan
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
132
Name of Artisan-Miss Binu Das
Name of MSME Unit-NA
Address-, Margherita Tea Estate, Assam, PIN-786181
Contact -+91- 8486102215
BUSINESS PROFILE
Product Decorative Candles
Design Basic 2-3 design(with moulds )
Price Range starts from Rs.35/-
People Home-based and local market
Turnover NA, manufacturing products since 2
months only
Promotion None
Employee Strength Self
Season Focusing on the Festivals of 2013
Training Basic
FINDINGS
Poor moderate high Current
status
scope Remarks
Product Design Producing
at a low
scale
Both design and skill
are basic & needs
development and
finish
Tech. Manual
R&D nil
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
133
Design intervention Required to meet
market stds.
workstation -
Market/competition Extreme lack of
market awareness
Skill-upgradation
ergonomics
Intervention by
expertise in areas
like design, finishing
is needed
Packaging
branding &
logistics
NIL
Display
opportunities
Yet to participate
Inter-cluster
communication
Responsive
Utilizing visible
impact
&developing
MSMEs
capabilities
Interest level average
to take this to
business level
Production process
/quality up
gradation
Very essential
wastage Claims to have zero-
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
134
wastage
Scope for value
addition
moderate
Create positive diff
to MSME terms
Observations/Problem areas
Has undergone a preliminary basic training and therefore is still in nascent
stage of production
Design and Finishing of finished goods are not up to Market Standards(both
for domestic and export quality)
Extreme lack of Market Awareness, trends & quality
Design opportunities
General awareness program to bring confidence and commitment for the
successful implementation
Since the artisan is semi-skilled and therefore possibilities of design up
gradation, skill enhancement is high through activities like expertise
intervention by multi-disciplinary process across design, finish, branding,
and market mapping opportunities.
Technical know-how enhancement, trend studies, quality norms
Design intervention in packaging & branding to make the product look
attractive and communicative.
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
135
PICTORIALS SUPPORTING THE SURVEY MSME UNIT-20
CONCLUSION
LIST OF CANDIDATES INTERESTED IN THIS CRAFT
No design diversification observed, does not meet the finishing, packaging or labeling standards. Due to lack of market awareness the craftsmen are not aware of recent trends
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
136
Sl.no
Name Contact no Pdt.range Training
1 Queen Candle unit Manju Boragohain 9854390623 dec. candles yes
2 Chipra decorative candle factory
Chipra Das 9864705619 do yes
3 -
Rabinder Kaur 9508457139 do yes
4 -
Bobby Hazarika not available do yes
5 -
Anjana Upadhayai 9954366726 do yes
6 -
Judi Barua 9859352784 do yes
7 Begum Designer Afreen Khatoon 9954140943 do yes 8
- Priti Das 9706722025 do yes
9 -
Upasana Chetia 9401435377 do yes
10 -
Labanya Baragohain
9854804619 do yes
11 -
Lily Saikia 9859308483 do yes
12 -
Rumi Lama 9859321956 do yes
13 -
Jaya Hazarika 9435562233 do yes
14 -
Devi Baragohain Kalita
9854004876 do yes
15 -
Rupa Gohain Kalita
9864239939 do yes
16 -
Junu Chhetri 8486595180 do yes
17 -
Beauty Phookan 9577112148 do yes
18 -
Binu Das 8486102215 do yes
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
137
19 -
Farhana Ahmed 8876841106 not available
yes
20 -
Sajda Khatoon mb no- serial 7
not available
yes
21 -
Aruna Gogoi 8720929206 not available
yes
22 -
Ani Haloi 8876206450 not available
No
23 -
Sewali Arandhara 9854847493 not available
No
24 -
Karabi Moran 9706406976 not available
No
25 -
Sushmita Das 9864705619 not available
No
26 -
Jyotsna Begum 9508216531 not available
No
27 -
Tansoi Gurung 9859327592 not available
No
28 -
Sumitra Subba 9854975491 not available
No
29 -
Junu Sonewal not available not available
No
30 -
Amrita Bora not available not available
No
31 -
Deepa Konwar not available not available
No
32 -
Kabita Gogoi 9854556800 not available
No
33 -
Jaya Das 9678491404 not available
No
34 -
Padma Rajkhowa not available not available
No
35 -
Mainu Dutta 8486379397 not available
No
36 -
Ranjana Chetia 9864622230 not available
No
37 Rina Sharma 9613385407 not No
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
138
- available
CONCLUSION
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
139
The small town Margherita has a huge potential of talented craftsmen. With their
inherited skill and traditional craft heritage, the decorative candle making sector is
still remains untapped. To help them explore this craft, project initiatives should be
taken into consideration which would eventually help the craftsmen build a
position in the map of Indian Handicraft Industry like Sikkim and
Uttarakhand.Many women are interested in learning this skill in order to augment
their earnings and be not only self-sufficient but also be able to support their
family financially. Making utility candles from paraffin wax is a simple and easy
way to generate cash income in any village or rural area.
The initial experience when one reaches the place is almost disheartening, because
though with potential, the craftsmen are unable to express the best art effect in
Decorative Candle making due to several drawbacks. But, Kudos to those high
spirited women, who in spite of the drawbacks, is ready to plunge into this area
with a leap of faith. To support them the government (state & central), NGOs
should come forward to help them fulfill their dreams and initiate a sustainable
livelihood through Decorative Candle Making.
AUDIT SURVEY SCHEDULE
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
140
24TH JULY 2013 REACHED GUWAHATI,ASSAM
TO COLLECT NECESSARY
DETAILS ABOUT THE CLUSTER
25TH JULY 2013 DAY-1 VISIT TO THE
INDUSTRY & COMMERCE
OFFICE,MARGHERITA
SURVEY OF MSME
UNITS/ARTISAN
26TH JULY DAY-2 SURVEY OF MSME
UNITS/ARTISANS
27TH JULY DAY-3 SURVEY OF THE
OUTSKIRTS OF MARGHERITA
28TH JULY 2013 DAY-4 SURVEY OF MSME UNITS
AND NEWLY TRAINED
ARTISANS
29TH JULY 2013 MEETING WITH THE
INTERESTED CANDIDATES
WHO ARE INTERESTED TO
LEARN THIS CRAFT,VENUE-
INDUSTRY & COMMERCE
30TH JULY 2013 RETURN TO GUWAHATI
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
141
31ST JULY 2013 MEETING WITH DESIGNER
MR.PUBERUN SHARMA & VISIT
TO NEDFI OFFICE
DAS REPORT- DECORATIVE CANDLE CLUSTER,
MARGHERITA, Assam by Mayukhi Basak 2013
144
BIBLIOGRAPHY
assamethnic.blogspot.com www.webindia123.com http://assamtourism.org/artandcraft.php
http://candlemaking-guidebook.com/decorative-candle-making
http://thecandlemakersstore.com/candle-making/candle-making-packaging-
bags-and-decoration.html
www.made-in-china.com
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