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DEVELOPMENT AND IMPLEMENTATION OF MARKETING PLAN FOR
HANDICRAFTS OF BIRBHUM CLUSTER NAMELY KANTHA STITCH, BATIK PRINT,
TUSSAR SILK AND LEATHER PRODUCTS IN LOCAL, NATIONAL AND
INTERNATIONAL MARKET.
Om Prakash N. Choudhary
Pratik Ghosh
Preti Kedia
Sanjeev Kumar
Saptarishi Bagchi
Tej Prakash
BATCH-[2008-10]
MASTER OF FASHION MANAGEMENT
DEPARTMENT OF FASHION MANAGEMENT STUDIES
NATIONAL INSTITUTE OF FASHION TECHNOLOGY
[KOLKATA]
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DECLARATION
We hereby declare that the Project entitled Development and Implementation of
Marketing Plan for handicrafts of Birbhum Cluster namely Kantha Stitch, Batik Print,
Tussar Silk and Leather products in Local , National and International Market submittedtowards, partial fulfilment of the Degree of Master of Fashion Management is our
original work and no part of the project has been copied from any other reports or any
other work carried by someone else which has been submitted for any other
degree/award.
However, any material taken from any other published source has been suitably
referred and acknowledged at various places.
Name:Preti Kedia
Roll number:1
Name:Pratik Ghosh
Roll Number:2
Name:Tej Prakash
Roll Number:3
Name:Saptarshi Bagchi
Roll Number:4
Name:Om Prakash Choudhary
Roll Number:15
Name:Sanjeev Kumar
Roll Number:30
Centre: Kolkata
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CERTIFIACTE FROM GUIDE REGARDING COMPLETION OF WORK
This is to certify that the Project entitled Development and Implementation of Marketing
Plan for handicrafts of Birbhum Cluster namely Kantha Stitch, Batik Print, Tussar Silk
and Leather products in Local, National and International Market submitted towards thepartial fulfilment of the Degree of Master of Fashion Management
by....................................................... is his original work under my guidance and the
results are based on the research done by him.
(...........................................)
Name of Guide/Designation
Date:
Place:
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ACKNOWLEDGEMENT
We are grateful to NIFT for providing me an opportunity to do research work on
Development and Implementation of Marketing Plan for handicrafts of Birbhum Cluster
namely Kantha Stitch, Batik Print, Tussar Silk and Leather products in Local , Nationaland International Market .We express our whole hearted thanks to our guide Dr
Sougata Banerjee for his encouragement and moral support in organizing our work and
giving me valuable tips for making it presentable.
We are indebted to.Mr. Dibyendu Bikash Datta , CIC and mentor who has guided and
supervise us throughout this study. I have no words to express our gratitude to him.
We are also thankful to Mrs. Bharti Moitra, Mrs. Ritu Malhotra and Mr. Gangadhar Malik
for providing us the details of conducting the research from its inception.
I will be failing in my duty if I do not mention the name of my CC Prof. Taposh Kr
Bhattacharya and other faculty members for their help in my Degree Project.
Lastly we are also obliged to Ms. Meghna Mitra, Mr. Shantanu, the members of Mahila
Mahasangha and all other people for providing us valuable informations.
Omprakash choudhary
Preti Kedia
Pratik Ghosh
Sanjeev Kumar
Saptarshi Bagchi
Tej Prakash
Master of Fashion Management
(Batch:2008-2010)
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TABLE OF CONTENTS
CHAPTER NUMBER TITLE PAGE NUMBER
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LIST OF TABLES
TABLE NUMBER TITLE PAGE NUMBER
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LIST OF GRAPHS
GRAPH/FIGURE
NUMBER
TITLE PAGE NUMBER
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RESEARCH OBJECTIVES
Primary Objective:
Development and Implementation of Marketing Plan for Handicrafts.
Secondary Objectives:
Development of product catalogue for cluster products.
Identification of Potential buyers in the different markets.
Generation of Sales for Handicraft products.
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RESEARCH METHODOLOGY
Primary Data: Exploratory Research
Market Survey
Observation
Secondary Data:
Buyers and Exporters Information
Legal Documents
Information about Trade Fairs
Other collected information
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INTRODUCTION TO HANDICRAFTS IN INDIA
Handicrafts constitute an important segment of the decentralized/unorganized sector of
Indian economy. Originally, started as a part time activity in rural areas, it has now
transformed in flourishing economic activity due to significant market demand over the
years. Handicrafts have big potential as they hold the key for sustaining not only the
existing set of millions of artisans spread over length and breadth of the country, but
also for increasingly large number of new entrants in the crafts activity. Presently,
handicrafts are contributing substantially in employment generation and export. The
Handicraft sector has suffered due to very nature of being in the unorganized sector
with additional constraints like lack of education, capital, poor exposure to new
technologies, absence of market intelligence and poor institutional framework.
The handicraft sector enjoys a special significance in the countrys economy in terms of
employment generation as well as earning of foreign exchange through exports.
Estimates based on the population census, survey (NSSO), NCAER survey and other
studies and information available for the unorganized cottage industry sector reveal that
the annual growth rate of employment (both direct and indirect) in the handicrafts sector
could be around 2.5%.
Craftspersons form the second largest employment sector, second only to agriculture.
According to statistics from craft NGOs, there are about 23 million craftspersons in India
today. In the old days, craft was the only industry known to mankind. Products were
made based on the market requirements, harnessing the skills of communities, utilising
traditions handed over from father to son. Craft bore utilitarian features which melded
with aesthetics. With foreign dominance Indian craft and the handloom industry were
severely exploited; and the attitude of submission and acceptance added to the
downslide. Some of the urban sophisticates dictated by western trends dismissed craft
as being part of the impractical aesthetics milieu and recoiled at being labelled "arty" -
desi style. It was only after independence that the need to redefine and rediscover a
status for craft was keenly felt, and awareness for protecting skills was accentuated by
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craft activists, and slowly agencies for craft development were established by the Indian
Government.
The craft or handicraft sector is the largest decentralized and unorganized sector of the
Indian economy. Craftspeople form the second largest employment sector in India,second only to agriculture. Handicrafts are rightly described as the craft of the people:
there are twenty-three million craftspeople in India today. In India, craft is not merely an
industry but a creation symbolizing the inner desire and fulfillment of the community.
While handicrafts, be it metal ware, pottery, mats, wood-work or weaving, fulfill a
positive need in the daily life of people, they also act as a vehicle of self-expression, and
of a conscious aesthetic approach.
Handicrafts being a state subject, its development and promotion are the primary
responsibility of the State Government. However, the Office of the Development
Commissioner (Handicrafts) has been supplementing their efforts by implementing
various developmental schemes at the central level for the handicrafts sector.
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SWARANJAYANTI GRAM SWAROJGAR YOJNA
The SGSY self employment programme has been launched by Government of India
w.e.f. 1.4.1999 with a holistic approach by replacing schemes like Integrated Rural
Development Project (IRDP), Training for Rural Youth and Self Employment
Programme (TRYSEM), DWCRA, Supply of Improved Toolkit to Rural Artisans (SITRA),
MWS and Gramya Krushi Yojana etc.
Objective
Development of Micro-entrepreneurs by utilizing resource and services available
in rural area.
Formation of Self Help Groups (SHG) and User Groups (UG) to increase
efficiency and self sufficiency.
Adoption of Key activities.
Development of rural technology.
Beneficiary
BPL families are targeted people to be eligible to get this opportunity. The beneficiary is
named as Swarojagary (self earning person) and Self Help Group (SHG)
Self-Help Group:
A Self- Help Group (SHG) may generally consist of 10-20 persons. However, in difficult
areas like deserts, hills and areas with scattered and sparse population and in case of
minor irrigation and disabled persons, this number may be from 5.20. The difficult areas
have to be identified by the state level SGSY Committee.
Compositions of the Self-Help Group:
Generally all members of the Group should belong to families below the poverty.
However, if necessary, a maximum of 20%, and in exceptional cases, where
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essentially required, up to a maximum of 30% of the members in a Group may be
from families marginally above the poverty line, living continuously with BPL families
and if they are acceptable to BPL members of the Group. The APL members of Group
will not be eligible for subsidy under the scheme and shall not become office bearers (
Group leader, assistant group leader or treasurer ) of the group. The BPL families
must actively participate in the management and decision making which should not be
entirely in the hands of APL families.
In case of disabled persons a group may comprise of persons with diverse disabilities
or group may comprise of both disabled and non-disabled persons below the poverty
line.
Aim
i) Upliftment of BPL (Below Poverty Line) families in rural areas.
ii) To assist under bank credit and Government Subsidy.
iii) Each Swarojagary would get Rs.2000/- PM. after repayment of bank loan.
Government Assistance
There is no limit of loan amount but certain limitations are provided for Government
assistance. The subsidy amount may be allowed only after full payment of bank loan.
The following are the criteria for subsidy:
(1) For SC/ST Swarojagary:- 50% or Rs.10,000/- of loan amount which ever is less.
(2) For general Swarojagary:- 30% or Rs.7500/- of loan amount which ever is less.
(3) In case of SHG 50% or Rs.1,25,000/- of loan amount which ever is less.
(4) There is no limit in case of Irrigation sector in respect of group finance.
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CLUSTER DEVELOPMENT AND ROLE OF NIFT
The Cluster Development Initiative (CDI) is a Special Project under the aegis of the
Swaranjayanti Gram Swarojgar Yojna of the Ministry of Rural Development.
Government of India and the only initiative of its kind in the world to be undertaken by a
fashion institute. The CDI coalesces the traditional creativity of Indias rich craft heritage
with contemporary design and marketing strategies. Incorporating fair trade practices
and ethical consumerism in its operations. It aims to benefit ten thousand crafts persons
(seventy percent of who live below the poverty line) over three years in the five clusters
of Birbhum (West Bengal), Dhar (Madhya Pradesh), Surendranagar (Gujrat), Kozhikode
(Kerla), and Hampi (Karnataka). Already, a mutually advantageous link has been
established between nine hundred NIFT students and three thousand artisans, whogave together created over two thousand five hundred new products. Two hundred and
eighty self-help group have been formed which have provided impetus to the clusters in
the areas of product design and development, marketing and promotion. Further, NIFT
has collaborated with the Offices of the Development Commissioner Handicraft for
showcasing and marketing of the products created under the initiative.
About the Project:
Craft documentation was introduced in the curriculum, with the idea of sensitizing
design students who came from city background towards regional craft traditions of
India in 1990. This gave them a good exposure to the rural crafts in there natural habitat
where they were made by the artisans from locally available materials and using home
made tools. The exposure resulted in developing greater sensitivity and appreciation of
the crafts and the indigenous processes. Since this was a one time activity there was no
long term association of the students and NIFT with the crafts and artisans which was
much needed.
In 2003 when the curriculum of NIFT was restructured, an industry survey was
conducted, and a strong need was felt by the industry that NIFT should play a
preeminent role in bringing the craft legacy of India to the main stream. This need
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clubbed with the vision of NIFT for concern for social and human values led to the
evolution of Cluster development initiative. This initiative has been interwoven with the
curriculum of the NIFT, through which all the students across Design, Technology and
Management visit the cluster after 4th Semester.
NIFT approached Ministry of rural development with a project plan focusing on clear
deliverables. The Project was sanctioned by the ministry in five clusters under Special
Projects of the Swarnjayanti Gram Swarozgar Yogna (SGSY) of Ministry of Rural
Development, Govt. Of India. NIFT has identified 5 craft clusters and operationalized
the project in five centers of NIFT which are as follows:
State Cluster NIFT, Centers
1. West Bengal Birbhum NIFT Kolkata
2. Gujarat Surendranagar NIFT Gandhinagar
3. Kerala Khozhikode NIFT Chennai
4. Karnataka Hampi NIFT Bangalore
5. Madhya Pradesh Dhar NIFT New Delhi
Funding:
NIFT proposal was to intervene at holistic level and provide common platform for
various Govt. and non Govt. agencies. To involve the state Govt. in the initiativeproposals were made to various state govt. to contribute 25% funds for the project.
Selection of five clusters in the first phase was made on first cum first basis. Hence the
funding agencies for the project are Central and State Govt. (Ministry of rural
development) in the ratio of 75: 25. And the total cost of the project is 15 crores , 3
crores for each center.
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CLUSTER DEVELOPMENT INITIATIVE AT BOLPUR: ROLE OF NIFT KOLKATA
This project sponsored by the Ministry of Rural Development, Government of India and
Commissioner, Rural Development, Government of West Bengal aims at promotion of
Crafts & Textile Clusters and their distinctive styles for higher value realization. Over 9million artisans are employed in this unorganized sector in India who have been
gradually marginalized due to competitive pressure of dynamically shifting market and
globalization. The Cluster Development Initiative of NIFT endeavors both the vision
building and capacity building objectives for approximate 2,000 rural artisans of Birbhum
District of West Bengal engaged in Kantha Stitch, Batik , Leather, Tussar Silk ,
Macram through Design Development and Diversification, Skill upgradation training,
Innovation, Technological upgradation, Formation of self-help groups for linkages with
markets & financial institutions for sustainable income generation.
NIFT has been instrumental in implementing various projects for empowerment and
inclusion of people at all levels, through sustaining cultural diversity and enhancing local
employment potential.
Cluster development initiative of NIFT under the Swarnajayanti Gram Swarozgar Yojna
(SGSY) scheme of The Ministry of Rural Development, Government of India is a
significant step in this direction. SGSY is an effort of the government of India towards
offering a holistic program covering all aspects of self-employment such as organization
of the poor into self help groups (SHG), training, credit, technology, infrastructure and
marketing. The program has been designed to provide proper support and
encouragement to tap the inherent talents and capabilities of the rural poor. The intent
is to generate a revenue model aimed at self-sustenance of the artisans involved
through knowledge dissemination and entrepreneur building skills.
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The implementation is done at three levels:
1. Design Studio (DS): as focal points are based in NIFT centres for service and
support of business development needs including trends, forecast, market
intelligence, innovation and product development as well as training and
knowledge dissemination for cluster development.
2. The development of market linkages, linkages with financial institutions and
networking with the trade partners and stake holders and establishing micro-
enterprises has been initiated at the design nodes or Rural Development
Enterprise Centre (RDEC) at the clusters. This has been the nodal point to not
only facilitate the implementation of various initiatives, but also to pass on the
skills and competencies acquired as a result of various activities.
3. The activities of capacity building such as new product development, skills and
technological up gradation, common brands, etc. have been linked to the Shared
Resources & Technological Support Centres (SRTSC) at the sub-cluster
level.
NIFT
CONSUMERARTISANS
Rural DevelopmentDesigns Studios,
Shared Resources &
Technology Support
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4. The Deliverables
This project is a three year project (March 2005-2008), with measurable deliverables for
each year end. The development initiative is aimed to alleviate poverty levels of over
2000 beneficiaries, most of them (70%) belonging to below poverty line (BPL) byproviding skill and sustained employment.
During the first year of the initiative, the deliverables were community
mobilization to form SHGs, to develop strategies for interventions in design,
technology and market and managed areas based on diagnostic study as well as
setting up DS, REDC and SRTC.
During the second year, the deliverables initiated change and enhancement
amongst the beneficiaries through development of business models. Facilitating
knowledge and business intelligence, design and technical up gradation, forging
alliances with trade partners, trade promotions and supply chain management,
as well as operationalize the DS, RDEC and SRTCS.
In the third year self sustainable models and structures will be developed and
implemented through strengthening and optimization of structures of supply
chain and quality standards, define product development, capacities and
capabilities building, implementing trading cycles, collective brand and formationof federation of beneficiaries SHGs.
NIFT has also worked out a project evaluation plan for the entire project, which will be
based on a base line survey in the chosen clusters, followed by periodic updates of the
same, and then a conclusive survey at the end of the project period. The same shall
closely map all socio-economic developments in order to monitor the progress and
direction of the project.
The project aims to transfer and disseminate technology, information and skill resident
with the initiative to the grass roots level, thereby uplifting the living standards of BPL
families. It is very important that the whole effort is made into one brand which has a
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ridge story to tell, quality products to offer, and can be capitalized by t he artisans for
years to come for a meaningful living.
Birbhum:
The Birbhum District of West Bengal occupies a very important part in the socio-cultural
activities of our country along with the Visva Bharti University at Santiniketan being
present in this area. From time immemorial, Birbhum has been famous for its Art and
Crafts. The great Artist Shri Nandalal Basu was the pioneer introducing the batik effect
on fabric and its uniqueness to Leather Crafts. This region is amongst the few, which
have been able to harness the potential of Traditional Vegetable Tanned Leathers and
utilize its unique characteristics of accepting pressure and mould ability to create a
pleasing aesthetic experience.
In the year 1923, Shri Susen Mukhopadhyaya called upon the craftsmen of this region
to come under the umbrella of a society which we know today as Amar Kutir Society for
Rural Development. This society is today one of the oldest and largest in India which
caters to a whole gamut of Traditional Handicrafts including Leather goods and
Accessories, Kantha Stitch Embroidery, Hand Batik, Bell Metal, Silk reeling & Spinning,
Terracotta, jute, bamboo and Shola Work amongst others. The main areas of handicraft
in the Birbhum District are Bolpur, Nalhati, Ilambazar and Rajnagar.
Crafts identified of Birbhum
Kantha Stitch
Batik
Leather
Tussar Silk
InfrastructureFacilities:
Design Studio is established at the NIFT Kolkata to serve and support for
business development needs including Trends, market Intelligence, Innovation
and Product Development.
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Rural Development Enterprise Centre (RDEC) is situated at Bolpur
Santiniketanand will serve as a liaison office between the cluster and the center
and will also function the development of Market Linkages, Linkages with
Financial Institutions and Net working with trade partners and stakeholder.
Promotion of the Cluster capacity and Common Brands and establishing micro
enterprises will be initiated at the Design Nodes or Rural Development Enterprise
Centre (RDEC) at the cluster. This will be the nodal point to not only facilitate the
implementation for various initiatives but also to pass on the skills and
competences acquired as a result of various activities.
Shared Resources and Technology Support Centres (SRTSC) is set up at
Chhoto Simulia (near Bolpur), Rajnagar, Ilambazar (extension centre) and
Nalhati, which will serves a common facility center to all the sub clusters and
artisans who would like to avail facility. The activities of Capacity Building such
as New Product Development, Skills and Technological up gradation, Trainings
etc. will also be linked to the SRTSC at the Sub-Cluster level.
RDEC and SRTSC Role
The development of Market Linkages, Linkages with Financial Institutions and Net
working with trade partners and stakeholder, Promotion of the Cluster capacity and
Common Brands and establishing micro enterprises will be initiated at the Design Nodes
or Rural Development Enterprise Centre(RDEC) at the cluster. This will be the nodal
point to not only facilitate the implementation for various initiatives but also to pass on the
skills and competences acquired as a result of various activities. Bolpur Santiniketan
has been identified as RDEC. The activities of Capacity Building such as New Product
Development, Skills and Technological up gradation, Trainings etc. will be linked to the
Shared Resources & Technology Support Centers(SRTSC) at the Sub-Cluster level.
Chhoto Simulia(near Bolpur), Rajnagar, Ilambazar(extension centre) and Nalhati
have been identified as SRTSCs.
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Centre Place Block Name
RDEC Bolpur Bolpur Netaji Bazar Multiple Commodity Market Complex
SRTSC Chhoto Simulia Bolpur Tagore Society for Rural Development
Rajnagar Rajnagar Block Office
Tantipara Panchayat Building
Aligarh School Campus
Nalhati 1 Nalhati 1 Nalhati Panchayat Community Center
Major Crafts Identified
Kantha
The Sanskrit word kontha means 'rags.' One
legend links their origins to Lord Buddha and his
disciples, who used to cover themselves with
garments made from discarded rags that were
patched and sewn together. Rags displayed at
Indian shrines or tied to tree limbs symbolizeprayers and wards off the evil eye. The oldest extant kantha date from the early
1800s and is embroidered with blue, black and red threads that were unraveled
from sari borders. Because they were salvaged from used garments that had
been frequently laundered, the colors tend to be muted.
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Kantha Stitching is an age-old traditional craft which has its origin in rural Bengal
where it has developed over the decades as a Cottage Industry. The possibilities
of Value addition in seamed and seamless apparel via utilization of Kantha Stitch
is very high. The rich and exquisite hand embroidery Kantha work has a high
appreciation in the international market which needs to be further harnessed for
Value additions. The raw materials and tools used for this crafts are cloth, thread,
beads, tracing paper, stitching machine, needle, scissors, press iron etc.
Batik
Batik is an ancient art. The wax process was brought to India
by late Rathindranath Tagore. Son of the famous poet
Rabindranath Tagore. The word batik actually means wax
writing . It is a way of decorating fabric by covering a part of
it with a coat of wax and then dyeing the fabric. The waxed
areas keep their original color and when the wax is removed the contrast
between the dyed and undyed areas makes the pattern. The crackle effect of
batik is the most fascinating part which makes it unique. This results when the
cooled wax is cracked to allow the dye to penetrate in the final dye bath.
Leather
Embossed leather work on goatskin is a specialty of
West Bengal. The leather is cold embossed and the
intricate designs are hand painted using spirit dyes to
give an individual feel to the smallest and most
mundane object.
Leather handicraft is the largest type of crafts being done in the Birbhum District.
The uniqueness of the crafts done in this area is the Etching, Embossing and
batik styling that is synonymous with Shantiniketan. The beauty of this product is
the utilization of vegetable tanned leather, which has the properties of accepting
any type of pressure on its surface, which enables the creation of beautiful
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designs via embossing and etching. The resist treatment by using natural
extracts creates the batik effect. Shantiniketan style leather products are well
known in the domestic and Export markets as SHANTI PRODUCTS (a brand
which can be pursued further internationally for positioning leather handicrafts of
this region). In spite of having a large resource of Designs for Embossing,
Etching and batik treatments the area of concern for these products is the
continuous usage of similar design and products with less innovation. The
leatherwork requires knife, skiving knife, awl, pointer, setsquares, embossing
wheel and carriage, combination punch, cobblers hammer, edge creaser,
thronging chisel, pliers etc as the tools.
Tussar Silk
The concept of silk weaving originated many years ago in
China. Soon the art traveled to India and became an integral
part of the woven designs created in many form of garments,
especially saris. During 18th centuries silk became very
popular in Europe especially in Britain. In India the silk
woven designs acquired their varieties through migration of the craft in various
regions, where they evolved and acquired their regional characteristics. It is a
thriving art and production of the silk fabrics is very high which requires a large
quantity of silk yarns, which is consumed by the industry.
Silk weaving has also come down from ancient times in Bengal. Kausheya
Vastra, wild-silk weaving in Bengal is mentioned in the Arthashastra, a treaties
in economics by Kautilya, written around 300 B.C. the silk weavers of Bankura,
Purulia and Birbhum still weave wild silk, Tussar, for many uses. The cocoons
almost the size of small eggs, are found attached to various forest trees in the
semi-arid zones of these districts. The silk filament yarn is reeled from the silk
cocoons. The silk, which is famous for its luster, smoothness, feel is then
converted to beautiful designed fabrics.
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CHAPTER 2
Existing management and marketing policies
Existing model:
As per as the current marketing process is concerned the products are developed
locally be the artisans by the given designs of the middlemen or the mahajans who then
sell the products to the retailers and earn a heavy profit for which the artisans derive
only a small percentage of them. Artisans are using this system from long period of time
as they do not have access to the market and the middlemen are so strong financially,
that the artisans cannot approach the market independently. Sometimes the middlemen
even block the market supply chain. So the artisans are now composing themselves
into Self Helf Groups which work collectively in order to get rid of these middlemen.
SELP HELP GROUPS
Theoretically Self help group has been defined as a small economically homogeneous
and affinity group of rural poor women which voluntarily agrees to contribute to a
common fund to be lend to its members as per the decision of the group which works
for groups solidarity, self and group awareness, social and economic empowerment in
the way of democratic functioning.
Operationally Self help Group has been defined as an organization of socio-
economically backward people who are primarily looking to explore possibilities forincome generation.
Self-Help Groups are
... A way to start working that helps to build up the social connections which people find
useful in support of their livelihoods objectives
RAW
MATERIALARTISAN PROCESS PRODUCT MARKETS
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... Helping people to agree things and to speak together, giving people a stronger voice
in decision-making and in negotiating with more powerful forces
... A way of increasing the effectiveness of local actions
... Providing easier access to micro-credit and other resources and services
Self-Help Groups are a real way to build social capital. Other actions can include:
1. Building networks and connectedness to increase the ability of providers and
users of services to work together or to strengthen links among individuals with
shared interests, and increase their chances to be part of wider institutions, such
as political or peoples organizations.
2. Supporting membership of more formalized groups which often involves
everyone agreeing and accepting a set of rules and ways of doing things and
also agreeing what to do if people dont follow the rules.
3. Building relationships of trust (so-called give-and-take), exchanging information,
working on things together, cooperating and reducing the effort involved in doing
something which may provide the basis for informal safety nets among people
(helping each other). This can be people and also groups helping each other and
may eventually take the form of federations of Self-Help Groups. A federation of
Self-Help Groups is good for building links with service providers, including
extension and other government and NGO services, the rural banking sector,
suppliers of materials and links to markets.
HOW TO GET STARTED?
1. See if a group already exists.
2. Work with others and seek help
Start as a group, where every member has some ownership. Try to
contact someone who has founded a group. If new folks join, help them recognize that it
is important for every member to make some contribution. Consider obtaining the
assistance of professionals who may be sensitive to your needs and willing to assist
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your efforts. Projects, banks, NGOs and extension workers may be helpful in various
ways, from providing meeting space to locating needed resources.
3. Start small
Start small to work out the problems, make some mistakes, and generally get things inorder before you go to the general public. Small groups are less likely to be divided by
arguments or dominated by a minority. Members with similar backgrounds and common
interests are more likely to trust each other and accept joint liability for their activities.
4. Choose a name for the group
A group name helps people feel part of a team who are working toward a common goal.
It helps hold people together.
5. Agree on a constitution
Your constitution is a written record of the purpose and rules for the group, what is
expected from members and what they can expect from the group. This can avoid
conflict and make the responsibilities of each member clear.
6. Agree on a meeting place and time
Encourage mens and womens participation in groups (separately or together).Try to
provide the best place for participation of women and men and encourage leadership
skills in them. If you anticipate a small group and feel comfortable with the idea,
consider initial meetings in members' homes. Also, try and set a convenient time for
people to remember the meeting, e.g., the first Tuesday of the month.
ENCOURAGE:
Regular attendance at group meetings
Transparency in ways of working; records (like the minutes book, attendance
register, accounts) help the group remember what has been decided at meetings. They
are important in monitoring and evaluation.
Small savings to build up a strong common fund; members may be allowed to get
loans against their savings and the group will develop skills in setting an interest rate,
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loan installments, and recovering loans and all this will help with getting credit from a
bank.
Opening a savings bank account with the nearest commercial or rural bank or a
cooperative bank, beginning a relationship between the bank and the Self-Help Group.
Income-generating activities that produce assets that help build self-reliance.
Agreement on changing leaders; too frequently can be unsettling and make long
term planning difficult. On the other hand, rotating leadership quite frequently within the
group provides all members with the chance to develop organizational and leadership
skills.
AVOID:
Discrimination among members based on caste, religion or political affiliation.
Exiting Marketing Policies for the various crafts:
MARKETING ASPECT-KANTHA
PRODUCT
Items basically comprise of sarees, Punjabi suits, dupattas, stoles, shawls,
bags, etc.
Commonly used fabric is tussar silk, Bangalore silk, cotton etc.
PRICE
Product type
Fabric and Raw Material
Intricacy of design made on fabric
Local market demand
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PROMOTION
Fairs: EPCH fair, Saras Mela
Retail Outlets: Amar Kutir, Swabhumi, Manjusha, Basundhara, Alcha
NGOs: Sasha, Amar Kutir, Kolkata Socio Cultural Society, Aid to Artisans Word of mouth publicity
DISTRIBUTION CHANNEL
The distribution channel is unstructured.
Product reaches the final consumers through intermediaries.
The local markets and retail outlets help increase the product visibility and
product accessibility.
Pous mela and weekly haat.
PACKAGING
Artisans not concerned about packaging
Packaging is handled by the retailer and NGOS who stocks and sells it
SEGMENTATION OF THE MARKET
This craft caters to a niche segment which comprises of people who value the
art and fine craftsmanship involved.
Tourists and foreigners are other major buyers. They purchase them as a
souvenir and view them as products of cultural and traditional value.
Among the tourist people from Kolkata are the main buyers.
DEMAND
Period of Durga Puja is the highest selling period
The months of October to March are the months experiencing the highest
sale
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SUPPLY
Plain sarees and dress materials are procured from adjacent districts at a
price range of about Rs. 500 750.
Raw materials like threads are bought from local markets
MARKETING ASPECT-BATIK
PRODUCT
Items basically comprise of sarees, stole, tops, kurtis, lungi, dupattas, bags,
paintings and bed sheet with batik prints.
PRICE
Product type
Fabric and Raw Material
Intricacy of design made on fabric
PROMOTION
Fairs: EPCH fair, Saras Mela
Retail Outlets: Amar Kutir, Swabhumi, Manjusha, Basundhara, Alcha
NGOs: Sasha, Amar Kutir, Kolkata Socio Cultural Society, Aid to Artisans
Word of mouth publicity
DEMAND
Period of Durga Pujais the highest selling period
SUPPLY
Raw material which includes fabric, dyes and colors are mainly procured from
the Bolpur district and other local markets.
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CONSUMER BUYING PATTERN, EXPECTATIONS AND SATISFACTION
Products which are in high demand are the kurtis and tops
These products take lesser time to be made
Consumers expect that the colors should neither bleed nor fade away Demand for better and different designs, made on brighter colors
MARKETING ASPECT-SILK
PRODUCT
Items basically comprise of sarees, stoles, dupattaas, kurtas and fabric etc.
PRICE
Product type
Fabric and Raw Material
Intricacy of design made on fabric
PROMOTION
Not carried by the proprietor, but by the retail organization
Fairs: EPCH fair, Saras Mela
Retail Outlets: Amar Kutir, Swabhumi, Manjusha, Basundhara, Alcha
NGOs: Sasha, Amar Kutir, Kolkata Socio Cultural Society, Aid to Artisans
Word of mouth publicity
Others like hotels and emporiums
DISTRIBUTION CHANNEL
Seasonal distribution: Through fairs like EPCH fair, Saras mela, Indian
Handicrafts Gems and Shanti niketan fair Gifts Fair
Regular disrbution: Through retail Outlets like Amar Kutir, Swabhumi,
Manjusha, Khadi Bhavan, Khadi bhandar
Others forms of distribution like in hotels and emporiums
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PACKAGING
Rough packaging done by the producers
Final packing is done in Polythene bag or old newspaper wrapping,
depending on the Retail store For the purpose of exports the packing is done as per the agreement between
the buyer and the supplier.
The plain silk fabric is also packed in jute bags by the producers
SEGMENTATION OF THE MARKET
Products are directly sold to the tourists and visitors
Target groups of consumers falls in the middle and upper middle class of
India and also the foreign tourists
DEMAND
Silk being an exclusive item, the demand is throughout the season.
The demand rises during the festive seasons, especially during the Durga
puja in West Bengal.
SUPPLY
The artisans are directly involved in procurement of raw materials like
cocoons, colors, needles etc.
These raw materials are then processed within the village itself to make yarns
for weaving.
They also visit Bolpur to purchase other basic needs.
MARKETING ASPECT-LEATHER
PRODUCT
Items basically comprise of like bags, boxes, wallets, purses,key-chains,
mobile holders, folders, decorative items and coin purse etc.
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There are more than 500 such varieties available at the Art Wing.
Raw materials like leather are sourced from Chennai and are reprocessed in
Sriniketan to provide the tanned leather some longevity.
PRICE
Product type
Fabric and Raw Material
Intricacy of design made on fabric
PROMOTION
Fairs: EPCH fair, Netaji Leather Fair (Indore), IIT - Delhi
Retail Outlets: Amar Kutir, Swabhumi, Manjusha, Basundhara, Alcha
NGOs: Sasha, Amar Kutir, Kolkata Socio Cultural Society, Aid to Artisans
Word of mouth publicity
Others like hotels and emporiums
DISTRIBUTION CHANNEL
For raw material, leather is sourced directly from the tannery in Chennai and
the medium used for transportation is truck or train.
The order is placed once in 40 days and they get atleast 5 tons of vegetable
tan leather.
Other raw materials are bought from Kolkata.
Finished product is exported through Foreign Trade (FT) Organization & Sold
in India to -
o
Wholesalerso Central Cottage
o Different handicraft retail outlets like Manjusha (which has around 80%
foreign customers)
o Different art shows and exhibitions like the Indian Trade Fair (ITF), Delhi.
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SEGMENTATION OF THE MARKET
The market for leather handicraft can be divided into two major segments :
First is the foreign clients who import these products
Second is the domestic buyer belonging to Kolkata and other parts of WestBengal, Guwahati, Chennai and Mumbai etc
The leather craft focuses on the niche segment and hence the impetus is on
quality.
DEMAND
The domestic demand for leather craft increases during the festive season,
i.e., between October-February.
Also during this period, there is an increase in the number of foreign tourists
in the country.
Demand throughout the year
SUPPLY
The raw material has to be purchased and processing is done at Santiniketan
and then sold outside.
Many a times he does not have the adequate capital to invest in raw material
Most of the time the producer is stuck with a large amount of uns
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CHAPTER 3
Major Challenges and Scope of Market
Some of the major issued by the industry are:
Due to the concentrated export market, India faces centralized risk
Stringent quality benchmark from buyers side
Absence of appropriate designing facilities and designers
Dearth of trained professionals
Available marketing platforms are insufficient and hence cannot fulfill the
demands
Lack of mechanism resulting in non standardization of products
Falling demand due to change in preferences
Rising competition from other countries
Whereas the other problems include:
The common problems of artisans are:
1. Individually, Artisan are often unable to capture market opportunities which
require large production quantities, homogenous standards, and regular
supply.
2. They experience difficulties in achieving economies of scale in the purchase of
inputs (such as equipment, raw materials, finance, consulting services, etc.)
3. Small size constitutes a significant hindrance to the internalization of functions
such as training, market intelligence, logistics and technology innovation
all of which are at the very core of firm dynamism.
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4. Small & Medium scale prevents the achievement of specialized and effective
internal division of labor that fosters cumulative improvements in productive
capabilities and innovation.
Forecasting for handicrafts:
Export Target of Handicrafts for 2010-2011
Items April-March (Rs. In crore)
2009-10 2010-11 Increase % (9-
10 to 10-11)
Artmetalware 1858 2159 16.20
Woodware 665 820 23.31
Handprinted Textiles &
Scarves
1172 1371 16.98
Embroidered & Crochetted
Goods
3055 3452 13.00
Shawls as Artware 129 153 18.60
Zari & Zari Goods 181 206 13.81
Imitation Jewellery 229 277 20.96
Misc. Handicrafts 1305 1510 15.71
Total 8594 9948 15.76
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Fig: Export Target of Handicrafts for 2010-2011
Fig: Projected Growth of Export Target of Handicrafts for 2010-2011
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CHAPTER 4
Developing of a marketing model
Local Market (within the state of West Bengal)
Study and identification of major handicraft buyers:
Name Contact Information
NOBLESSE EXPORTS Address 57/1A, Panchanantala Lane, KOLKATA
Phone(s) 913332967181
Fax(s) 913324572234
Contact Mr. Sanat Chakraborty
LGW LIMITED Address Narayanpur-24 PGS (N), P.O. Rajarhat -
Gopalpur, KOLKATA
Phone(s) 913325733529
Fax(s) 913325733476
Web-site http://www.handicraftswholesalers.com,
www.lgwltd.com
Contact Mr. Rishabh Poddar
UNIVERSE ONLINE
COMMERCE
Address---- 449, Kapasdanga, Nandipara, Greater
Kolkata, HOOGLY 712103
Phone(s)---- 913365693681/26802046
Fax(s)---- 913326802046
Web-site----
http://www.universeonlinecommerce.co.in
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Contact---- Mr. Arindam Chakraborty
Product/Service---- Handicrafts
INDIKRAFT Address---- APT-1A, 12A, Mandevilla
Gardens,KOLKATA 700019
Phone(s)---- 913324404983
Fax(s)---- 913324600512
Web-site---- http://www.indikraft.com
Contact---- Mrs. Parna Dhar
AARBUR Address---- 119, N.S. ROAD, P.O.
RAJPUR,KOLKATA 700149
Phone(s)---- 913324771887/3352
Fax(s)---- 913322470479
Web-site---- http://www.aarbur.com
Contact---- Mr. Satyajit Burman
Product/Service---- Handicrafts
A. S. INTERNATIONAL Address---- 18-A, BACHASPATIPARA, P.O.
TALPUKUR, 24, PARGANAS NORTH,
KOLKATA700123
Phone(s)---- 913325924156
Fax(s)---- 913323604326
Web-site---- http://www.asiindia.com
Contact---- mrs. Aniruddha Chatterjee
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Product/Service---- Handicrafts
B. D. TRADING CO. Address---- 16, Bagmari Lane, B-7, Flat-36,
KOLKATA 700054
Phone(s)---- 913323348391
Fax(s)---- 913323502667
Contact---- Mr. Biswanath Roy
Product/Service---- Handicrafts
DAGNA Address---- 20A, CENTRAL ROAD, JADAVPUR,
KOLKATA 700032
Phone(s)---- 913324294022
Fax(s)---- 913324453618
Web-site---- http://www.dagna.com
Contact---- Ms. Archana Saraf
Product/Service---- MANUFACTURERS &&
EXPORTERS OF : DRY FLOWERS, GARLANDS,
CHRISTMAS DECORE, SHELLAC FLOWERS &&
HANDMADE FLOWERS Handicrafts
TIRUMALA RESINS
PRIVATE LIMITED
Address---- A/513, 5th fl., 71, b.r.b. basu rd.,
KOLKATA 700001
Phone(s)---- 913322354254, 30932236
Fax(s)---- 913322354254, 30932236
Web-site---- http://www.tirumalabagas.com
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Contact---- Mr. Pramod Kumar Agarawal
Product/Service---- Handicrafts
DEB EXPORTS Address---- 47/4, BECHARAM CHATTERJEE
ROAD, BEHALA, KOLKATA 700034
Phone(s)---- 913324680427
Fax(s)---- 913324680427
Web-site---- http://www.giftsnhandicrafts.com
Contact---- Mr. Deb Ranjan Dey
AAKASH GANGA Address P-44, RABINDRA SARANI, KOLKATA
Phone(s) 913322254213/42140036/1075
Fax(s) 913322254214/4926
Contact Mr. RAJA BANIK
ABC Address 3, bhattacherya lane,KOLKATA
Phone(s) 913322491446
Contact samar nandi
AJAZ DECORATION Address 99/3, Philkhana, 2nd Lane, HOWRAH
Phone(s) 913322366024/55100502
Fax(s) 913322366024
Web-site http://www.christmasindia.com
Contact Mr. S. A. Siddique
ALI JOO JEWELLERS Address 17, PARK STREET, KOLKATA
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Phone(s) 913322297949/22161582
Fax(s) 913322297949
Contact Mr. A Majid
AMBIENCE INDECOR
PRIVATE. LTD.
Address CA 85, Salt Lake, Sector-I, KOLKATA
Phone(s) 913323595361/23595373
Fax(s) 913323595361
Contact Mr. PARASHAR CHATTERJEE
AMRITA EXPORT Address 8/1, Middleton Row, KOLKATA
Phone(s) 913322291178
Fax(s) 913322260479
Contact Mrs. Amrita Sahney
ANKURKALA Address 9A, MEHAR ALI ROAD, KOLKATA
Phone(s) 913322478476
Fax(s) 913322478476
Web-site www.ankurkala.org
Contact Mr. Annie Joseph
ARTCON Address B3/1, 24, Madeville Gardens, KOLKATA
Phone(s) 913324405989
Contact Mrs. Anindita Bhattacharya
ARTISANS EFFORT Address 376/2, SARAT CHATERJEE ROAD,
(H.I.T. PLOT NO. 24 & 25), HOWRAH
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Phone(s) 913326881252
Fax(s) 913326881252
Contact Mr. EJAZ JAN
ASR INTERNATIONAL Address 110/3/1, kali Kundu Lane, HOWRAH
Phone(s) 913326413459
Contact Sanjib Dhara
AUTHENTIC
INTERNATIONAL
Address 56-A, PURBA SINTHEE LANE, MILITARY
CAMP, KOLKATA
Phone(s) 913325489225
Fax(s) 913325489205
Contact Mr. Tirtha Basu
AVISKAR EXPORTS Address 31/2A, Marquis Street, KOLKATA
Phone(s) 913322294227
Contact Nurul Islaam
SAMPAN Address---- 162/7, Hridaypur Station Road,
KOLKATA 700127
Phone(s)---- 913325521043
Fax(s)---- 913325521043
Web-site---- http://www.sampanexport.com
Contact---- Mr. Amit Dhar
Product/Service---- Handicrafts
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BENGAL
HANDICRAFTS
Address 22/B/1/C, Dharamatala Road, Bosepukur,
Kasba, KOLKATA
Phone(s) 913323444081
Fax(s) 913365295172
Contact Mr. Amar Kumar Banerjee
BSK INTERNATIONAL
Address 27, SHAKESPEARE SARANI, KOLKATA
Phone(s) 913322401961/22814125
Fax(s) 913322814126
Contact Mr. Sidhartha Kothari
CLS INTERNATIONAL
(EXPORT DIVISION)
Address 8, LENIN SARANI, 1ST FLOOR, ROOM-
7B, KOLKATA
Phone(s) 913355216167
Web-site http://www.clsinternationalnet.com
Contact Mr. ARNAB TALUKDAR
CONFETTI EXPORTS
PRIVATE LIMITED
Address 24B, PARK STREET, KOLKATA
Phone(s) 913322497603/4/5
Fax(s) 913322492340
Contact Mr. Subir Chakraborti
CURIO CRAFT Address 15/9 & 10, CHOWRINGHEE ROAD,
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KOLKATA
Phone(s) 913322492290
Fax(s) 913322496838
Contact Mr. Suresh G Chaabaria
DEEPA
INTERNATIONAL
Address d-573, lake gardens, KOLKATA
Phone(s) 913322358161
Fax(s) 913322359426
Contact Ms. deepa shah
GREEN EARTH Address AZIMGANJ HOUSE, 7 CAMAC STREET,
KOLKATA
Phone(s) 913324559050
Contact Mrs. Tiwari
G'S CREATIONS Address P-85, KANUNGO PARK, FLAT-C2,
KOLKATA
Phone(s) 913324301802
Contact Mr. SOHINI GHOSH
HITAISHI CREATIVE
ENTERPRISES (P) LTD.
Address A Unit of HItachi-kk Mfg. Co., 111/1 b.t.
road, KOLKATA
Phone(s) 913325776451
Fax(s) 913325783995/22180586
Web-site http://www.hitaishi.com
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Contact Mr. RAJIV BAJORIA
INDIA VISION Address 5/1, Madhav Lane, KOLKATA
Phone(s) 913324743483
Fax(s) 913324760469
Contact angshuman gupta
INDIMPEX TRADE Address 8/1, K N Roy Chatterjee Street, Bally,
KOLKATA
Phone(s) 913326641219
Fax(s) 913338477377
Contact Mr. Shaibal Ghosh
INFINITE BUSH Address 20/3, Northern Avenue, KOLKATA
Phone(s) 913325583687
Fax(s) 913325583687
Contact Mr. asim naha ray
INFINITY EXPORTS Address 1/1-D, RANI HARSHA MUKHI ROAD,
KOLKATA
Phone(s) 913325566715
Fax(s) 913325513513
Web-site http://www.infinityxports.com
Contact Mr. SANTOO MONDAL
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JD IMPEX Address 181-A, Vivekananda road, Dum Dum
Cantt., KOLKATA
Phone(s) 913322155318
Contact Mr. A Dasgupta, Mr. Krishna Dasgupta
JHINOOK
INTERNATIONAL
Address 51/2/3, B.G.ROAD, PO. BOTANIC
GARDEN, HOWRAH
Phone(s) 913326687065
Fax(s) 913326687065
Contact Debabrata Chakravorty
K. C. CHATTERJEE
EXPORT IMPORT PVT.
LTD.
Address B-290, Lake Gardens, KOLKATA
Phone(s) 913324172876
Fax(s) 913324179767
Contact Mr. Sujibendra Banerjee
KC CREATIONS Address 118 Canal Street, KOLKATA
Phone(s) 913325219716
Contact Nilima Jain marothi
L"ARTISAN Address 20, Mott Lane, 2nd floor, KOLKATA
Phone(s) 913322459212
Contact mr. sanjay dugar
LEGEND Address D-107, CITY CENTRE, BLOCK DC,
SECTOR-1, SALT LAKE, KOLKATA
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Phone(s) 913323581844/25481976
Contact Mr. DEBTOSH BOSE
LION PICTURE &&
FRAMES (INDIA) LTD.
Address BIRD JUTE MILL COMPOUND 200,
DAKSHINDARI ROAD, KOLKATA
Phone(s) 913325218162/25218236
Fax(s) 913325217551
Web-site http://www.lionindia.com
Contact Mr. ASHOK NATH
M. M. EXPORTS Address 22, MADAN MOHAN TALLA ST.,
KOLKATA
Phone(s) 913325542881/25543073
Fax(s) 913325337739
Contact Mr. Pintu Das
MADHUMANTI Address 41, D.P. MUKHERJEE ROAD,
SHEORAPHULY HOOGLY
Phone(s) 913326325065
Contact Mr. S.K. BANERJEE
MARUTI IMPEX Address 11/2, gopal chatterjee road, KOLKATA
Contact Mr. Amar
MCRC EXPORTS PVT.
LTD.
Address 4, GANESH CHANDRA AVENUE, 7TH
FLOOR, KOLKATA
Phone(s) 913322376355/22376561
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Fax(s) 913322257257
Contact Mr. Rakesh Ghandon
ME COMUNICATION Address 8/1 A, Hospital Street, KOLKATA
Phone(s) 913324327545
Contact Mr. Kaushik Saha
N. A. B. EXIM PVT. LTD. Address 10, TARACHAND DUTTA STREET, 2ND
FLOOR, KOLKATA
Phone(s) 913322342756/22355114/22356638
Fax(s) 91332217746
Contact Mr. Amrit Bhakta Shrestha
PINKY ENTERPRISE Address AE 337, SALT LAKE CITY, KOLKATA
Phone(s) 913323215751
Fax(s) 913328370136
Contact MR. monoranjan mondol
S. S. INTERNATIONAL
(INDIA)
Address 6A, Raja Subodh Mullick Sqr., Arya
Mansion, Suit 1004(N), 10th Floor, KOLKATA
Phone(s) 913322251130
Fax(s) 913322251131
Contact Mr. Souvanik Paul
SHEESHKRITI Address P-148A, CIT Road, Scheme VI M,
KOLKATA
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Phone(s) 913323209544
Fax(s) 913323201448
Contact Mr. Anshu Choudhury
STEP Address Pirtala, Agarpara, 24 Phs(N), KOLKATA
Phone(s) 913325655831
Fax(s) 913322482070
Contact MS. Sarmila Roy
SUSHILA ENTERPRISE Address 263, A.P.C.Road, KOLKATA
Phone(s) 913325703813
Contact MR. Ashoke Jain
Contact addresses collected from the Handicrafts Mela
Organization Proprietor Address Contact Nature
Efforts
Enterprise
Somnath
Ghosh
11/1, Mahadeb
Banerjee Lane,
Howrah -
711101, WB,
India
033-26434285,
9432414342
Textile Hand Batik
Printer
Sristi Barun Dutta 5, Barui Para
Lane, Howrah -
711104, WB,
India
03326770021,
9339796931,
9051218797,
9433798221
A House of
Handicrafts
Siddhidata
Fashion
Jayanta
Darbat
Sukdevpur,
Gonipur,
9804843207,
9804184472
All types of Batik,
Fabric &
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Choise Maheshtala, 24
PGS (S), WB,
India
Embroidery
Designer Dresses
M/S
Satorupa
Asis
Mazumder,
Piyali
Majumder
39, Mahesh
Paul Lane,
Santragachi,
Howrah -
711104, WB,
India
03326271566,
9433016063,
9231927263
All types of Batik,
Tie-Die, Fabric
Embroidery works
on garments
Matri Charmo
Silpo
Helu Hazra Bolpur, Suri
Para,
Santiniketan,
Dist. Birbhum,
WB, India
9732065618,
9933966369
Manufacturer of
leather goods
Rupanjali
Boutique
Rupa
Dasgupta
C-23/11, East
Kolkata
Township
Project, Phase -
IV, Kol - 700107
9432212492,
9432976259
Mayukh
Boutique
Budha Roy,
Tultul Roy
56/4, Naskar
Para Road,
Pashchim
Putiary, Kolkata
- 700041,
Haridevpur
9830734841, 94333-
73158, 24021098
All
Priya Middle
Arts
Rabia
Khatun,
C/O G
Mostafa
Mallick
Bolpur,
Shantiniketan
Jambuni,
Madrasa Para,
Birbhum -
731204, WB
9434637447,
9547987104, 03463-
253307
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Gita
Enterprise
509 Parui Pacca
Road, Kol -
700061
9874723476
Dipu's
Creation
Dipu Dhar B-8/3, E.C.T.P.,
Phase - IV, Kol -
700107
03324434192,
9831171732
Exclusive Hand
Embroidered
Articles
Debashish
Chowdhury
14/2/8, Sitanath
Bose Lane,
Salkia, Howrah -
711106
9831228146 Emboidery and
Textiles
Amar Kuthi
Bari
Urmila Das Shyambati,
Subhas Pally,
Shantiniketan,
Bolpur, Birbhum
9732168059 Kanthastitch, Bati
Bandana
Enterprise
59A/1, J Block,
Baghajatin, Kol -
700032
24250050, 9836509000 All hand embroide
and fabric works
Srijoni
Boutique
Mina Roy,
C/O RamKanta Roy
Binaya Palli,
Ambagan, P.O.Shantiniketan,
Dist - Birbhum,
731235, WB
03463-
264630,9434085358,9614645685
Kantha tasar, Silk
Batik, Cotton
Nabodyog Bikash
Chandra
Goswami
4/D,
Marhattaditch
lane,
Baghbazar,
Kolkata -
700003
25545310, 9433498934 Batik Manufacture
Rupa
Khatan
Lohagar, Bolpur 9232581527 Kantha Stitch
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Avishek
Boutique
Chaitali
Lahiri
88/2, 1st floor,
Banerjee Para
Lane, Dhakuria,
Kolkata -
700031
9432668925,
24159925, 9433448911
Sarees, Kurta,
Punjabi, Salwar,
Dress Materials
Pradip
Chatterjee
Kalikapur
colony, P.O.
Muluk, Dist
Birbhum, Near
Coldstores
9434585467, 03463-
254273
Side bag,
Kanthastitch bag,
Batik Garments,
Batik Bag
Kanta
Collection
4B, Sailendra
Halder Street,
Kolkata -
700026
9477443158
Bahari 58/1, Ibrahimpur
road, Jadavpur,
Kol - 700032
9831190597 Fabric, Embroider
Batik, Applic, Bloc
Print boutique
Innovative Kalyani
Saha
15D, Behari
Doctor Road,Bhowanipur,
Kolkata -
700025
24766970, 9748243810 The boutique
S.B.
Enterprise
Sahabuddin
Seikh
Dhulagori
Paschim Para,
Howrah
9339736079 Panjabi, Saree,
Lahenga, Chorida
Aalap Rinku Nath 141/Q, South
Sinthi Road,
Vishanath Park,
Kol - 700050
9836016582,
25589516,
nath_rinku@yahoo.com
Creative Collectio
Barsha
Silpayan
Madhabi
Lata
Santiniketan
Guru Pally,
9474045729,
9474767061,
Batik, Kantha Stitc
sarees, dopatta, &
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Mondal Vishwa Bharati
Staff Qtr. No.
20, Near Uttar
Siksha Sadan
West
9732065613 panjabi dress
materials
Sarada
Boutique
Banani Kar 10, East Point
Avenue, Kolkata
- 700039
9831308857,
9239456009
Rangoli Poma 212/1/1,
Panchanan Tala
Road, Howrah -
711101
26424161, 9874520965 Exclusive designe
wear and handicra
products
Puspa
Tailors
Mita Roy 3/135, Gandhi
Colony, P.O.
Regent Estate,
Kolkata -
700092
9836743218,
9239384950
Applique,
Embroidery, Kant
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Major Policies Formulated:
In the local scenario, since the market is well known to the crafts of Birbhum there is an
intense competition within the various retailers of these products. The only difference in
which Mahila Mahasangha has a competitive advantage is the raw silk fabric, which isproduced by around 300 weavers. So the marketing plan developed for this market was
targeting mainly:
Retailers/Boutiques
Wholesalers
Trade fairs
We targeted the all local boutique all individual retailers who are dealing in the
handicrafts as we contacted them through Handicraft fair where we personally met them
and told about Mahila Mahasangha ,availability of product range ,and accessories and
the mainly its strength in having large pool of skilled artisan and the capacity of
producing the silk fabric with block print, kantha on it .
We gave them the Visiting Card for further inquiry and buying, we also collected the
address of all them so that in future Mahila Mahasangha can contact them through mail,phone on every product innovation.
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Domestic Market:
Major Retailers targeted:
WEST BENGAL HANDICRAFTS DEVELOPMENT CORPORATION LTD. (Manjusha)
Karu Angan 1B-181,Sector-III,Salt lake,Kolkata-106
Phone-033-2335 2979/1226
1. Procurement of Handicraft Products
WBHDC procures handicrafts products directly from the artisans, handicraft units
and handicrafts co-operative societies. During 1996-97, the corporation
purchased handicraft products involving an amount of Rs. 104.11 lakhs and this
year (97-98), it has planned to enhance the purchase to Rs. 160 lakhs.Corporation organises spot procurement camps in the districts for purchase of
products from artisans by making cash payment.
2. Sale of Handicraft Products
Sale of handicraft products through the 26 numbers of show rooms of the
corporation situated all over the country is the main activity of the corporation.
The corporation sold handicrafts products valued about Rs. 160.55 lakhs during1996-97.
3. Training Facilities
The Corporation offers training facilities to the handicrafts artisans both at
primary and advance level. Baruipur Experimental Workshop Cum Research
Institute is presently managed and run by the corporation.
4. Craft Development Centres
The Corporation is running two Craft Development Centres One at Puinam
(Hooghly) and the other at Salt Lake for offering all-round facilities under one roof
for development of selected crafts.
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5. Common Facility Centre
The Corporation runs a Common Facility Centre on brass and bell metal at
Nabadwip in Nadia district.
6. Design Development Workshop
The Corporation offers design support to the handicraft artisans under this
programme which is funded by the Government of India.
7. Exhibitions and Fair
The corporation organises Exhibition and Fairs within and outside of West
Bengal in order to give marketing exposures to the handicraft artisans and their
crafts.
8. Craft Museum
The corporation has a Craft Museum at Karuangan at Salt Lake City. The
Museum has exquisite collections of ethnic and traditional Bengal handicrafts
and handloom artefacts.
The Corporation has developed an Artisans Dormitory at karuangan to offer
facilities of stay in Calcutta for the Artisans.
9. Social Security Activities
The Corporation offers various social security facilities to the handicrafts artisans
like (a) group insurance coverage (b) old-age pension (c) construction of work
sheds for the artisans etc.
We contacted the Director of Manjusha Mr Chinmoy Chakraboy shown some
interest when the product catalog of Mahila Mahasangha was given to them .on
a visit to birbhum, the marketing officer was eager for direct procurement of the
products.
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The main problem discuss by the marketing Manager Mr.Debesh Bhattacharya
the cost of product is too high because of the involvement of financer to the
Artisan .but on our convincing to him agree to see the product at the place where
he can meet directly meet to artisan so meeting at the Swayamvara held . he is
now agree to source the product from the Mahila Mahasangha .
They even agree to give them order for the customized product and read to help
the Artisan finically to source the raw material . so that they can maintain the
cost of product low .
THE WEST BENGAL STATE HANDLOOM WEAVERS'
CO-OPERATIVE SOCIETY LIMITED.
(Under the Administrative Control of the Directorate of Handloom & Textiles,
Cottage & Small Scale Industries Department, Government of West Bengal)
Tantuja Bhavan, Block-DD, No. 18/4, Sector - I
Bidhan Nagar, Kolkata - 700 064, India
Phone/Fax : +91 33 2358 9050, Tel/Fax : +91 33 2337 0421
Mob : +91 9830070320
email : tantuja@vsnl.net
Tantuja is the state level Apex of Handloom Weaver's Cooperatives of West Bengal,
India. We feel honoured to introduce our self as the leading manufacturer cum exporter
from eastern India. The society registered in the year 1954 with the view to extend
marketing support to its affiliated primary weaver's societies under the direct control of
Ministry of C&SSI Govt. of West Bengal. Tantuja presents a selected ethnic and
traditional designs of handloom products.
We have successfully explored the markets which are:
DOMESTIC MARKET
Through products like Sarees, Dhuty, Lungi, Bedsheet, Bedcovers, Towels,
Readymade Garments and other home furnishing products.
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EXPORT MARKET
We specialise in our products as they are made from different natural fabrics like cotton,
wool, silk, tassar and even combination of fabrics.
A. Decorative handloom scarf and stoles
B. Handloom fabrics of intricate designs
C. Exclusive hand printed /embroidered scarf stoles and running fabrics
OTHERS
The other area where we work is the sale of normal handloom goods through retail
outlets scattered all over India. We supply gauge, bandage to different Government
hospitals, School dresses to district Primary School Councils. We also execute supplies
of the liveries items/uniforms to different state/central government offices. We also
handle development offers from the buyers.
We not only try to satisfy our customers need but try to achieve their level of satisfaction
in terms of price, quality, quantity and delivery period. We are having 1.3 lacs weavers
attached to our affiliated primary co-operative society with the production capacity of
50000+piece scarf within 40-60 days and 25000 Mtrs within 30-45 days.
The main buyers of our products are of Italy, Japan, Denmark, USA, South Africa, Saudi
Arabia, France, Thailand, Korea, Australia.
Interested buyers please feel free to drop in, call, fax or even mail us and feel proud to
be associated with the leaders like TANTUJA.
Tantuja was much interested to purchase handloom products from Mahila Mahasangha
after the product catalogue was shown to them. Althogh they develop their own chain of
artisans and usually do not work with societies but they were convinced with the effort
made by us to promote the marketing for Mahila Mahasangha and agreed to negotiate
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with the Mahasangha on prices as they would likely purchase bulk orders. Since it only
deals with handlooms so was interested only in the silk sarees with or without kantha on
them. They were also interested in purchasing raw silk in order to develop there own
fabric with their own style/design.
Sasha:
Sasha (Sarba Shanti Ayog) was started in 1978, primarily to provide marketing
assistance to crafts persons all over India. Design and development of products and
organization is another key activity. Now 25 years later, sasha works with more than
150 producer groups and communities.
In order to use all the experience it has gained so far, sasha has promoted the
Enterprise Development Foundation to formalize the work it has been doing so far, and
to provide a more structured platform and support system for entrepreneurial initiatives
at the grassroots.
Vision: Sustain more and more business enterprises to eliminate conditions of poverty
and unemployment through economic empowerment and improvement in quality of life
of the marginalized and disadvantaged group of artisans and craftsman so as to
improve indicators of social development through fair trade practices and social
empowerment.
Mission: To enable, motivate, equip, and train participants to become entrepreneurs, to
own and run successful, profitable, and sustainable enterprises through special
assistance and mentoring in business development, management, theoretical and
practical inputs from experts and professionals across varied sectors to develop micro
enterprises for generation of income and employment opportunities and promotesustainable livelihood options.
The broad objectives of the Enterprise Development Foundation are:
To incubate new and innovate business ideas
To prepare business plans for viable commercial enterprises
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To identify potential and skills of artisans and craftsmen involved in traditional art
and craft
Identification of needs and capacity building
To offer technical training and development in management and life skills
To set standards for the best business practices including Total Quality Control
Management
To provide design and product development inputs
To develop and facilitate communication between the market and producers,
between stakeholders and development professionals and experts across varied
fields.
To identify market strategies
To individualize agenda for enterprises to envision their future
To provide step by step assistance from planning till launching of products
To integrate trading practices into the producers and ventures way of doing
business
To leverage benefits offered by Fair Trade Network
To interact with members of Fair Trade Organizations and Buyers of Fair Trade
products and Services
To provide a platform to producers to move a step ahead from livelihood production
to skilled and trained enterprise development.
Promoters: The Enterprise Development Foundation owes its origin to Sarba Shanti
Ayog (SSA), which was established in the year 1978 as a non-profit organization and
since then has been engaged in craft research and development, producer awareness,
communications, networking and participation. Subsequently in the year, 1986 SASHA
Association for Craft Producers was formed as another entity of SASHA for
disseminating market information, sharing managerial and design assistance. Both SSA
and SASHA Association for Craft Producers are registered under the West Bengal
Societies Registration Act, 1860.
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Sasha is a founding member of the Fair Trade Forum in India which includes all the
IFAT members of the region.
FTF - India welcomes Voluntary agencies, Fair trading Organisations, NGOs, Trusts,
Cooperatives, Companies and individuals as members who share vision, values and theobjectives of Fair Trade Forum, India and those who want to be part of this National
network.
Pantaloon Retail (India) Limited
Company profile
Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 16 million
square feet of retail space, has over 1000 stores across 73 cities in India and employs
over 30,000 people.
The companys leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,
blends the look, touch and feel of Indian bazaarswith aspects of modern retail like
choice, convenience and quality and Central, a chain of seamless destination malls.
Some of its other formats include Brand Factory, Blue Sky, aLL, Top 10 and Star and
Sitara. The company also operates an online portal,futurebazaar.com.
Ethnicity
Indias First Modern Ethnic Retail Brand
Ethnicity is the first concept store in India to offer everything Indian under one roof.
Ethnicity celebrates Indianness through its diverse designs and products. It
showcases a wide range of brands from across the country.
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At Ethnicity, one gets the best and the very latest of the Indian ethnic and fusion
brands. It offers a vast array of products under various categories including fashion,
home dcor and handicrafts.
Ethnicity proudly follows the Indian values of being sensitive to our city, environment
and community. It provides a platform to bring together traditional or ethnic retailers
to the customers. It does so by collaborating with the former, and leveraging their
expertise.
Store of Ethinicity
Ethnicity :: C.G. Road :: Ahmedabad :: With Central
Address : Kolonnade Centre, Opposite Saffron Tower, Ambavadi, C.G.Road,Ahmedabad
Pincode : 380006
State : Gujarat
Phone : 079 - 3048 1777
Ethnicity :: Gulmohar Park :: Ahmedabad
Address : 3rd Floor, Gulmohar Park, Satellite Road, Ahmedabad
Pincode : 380015
State : Gujarat
Phone : 079 - 3048 4801
Ethnicity :: J.P.Nagar :: Bangalore :: With Central
Address : 45/1,45/2, 45th Cross, J.P.Nagar, 2nd Phase, Near RagiguddaTemple, Bangalore
Pincode : 560069
State : Karnataka
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Phone : 080 - 2659 3099
Ethnicity :: Naman Mall :: Indore :: With Central
Address : Naman Mall, 170, RNT Marg, Eagle Square, Opp. Ravindra Naty
Mandir, Indore
Pincode : 452001
State : Madhya Pradesh
Phone : NA
Ethnicity :: R City Mall :: Mumbai
Address : R City Mall, Level 2, CTS No. 168, LBS Marg, Ghatkopar(W), MumbaiPincode : 40077
State : Maharashtra
Phone : 022 - 3055 3930
Here the Mahila Mahasangha have prospects to do the Business with the Pantaloon
Retail (India ) limited by opening the Shop In Shop with their store . we all ready send aProduct catalog to them they are ready to give space for selling the handicraft products
on the Sale or Return bases . Now none of are selling the Bengal Handicraft product
with them and their current selling data and foot fall forecast a tremendous business
opportunity in this category
All ready a One Artisan of Leather bag Selling a leather Bags and with the time period
of 40 Days he able to sold merchandise of worth 75,000 Rs .
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Targeting Designers
We contacted many designer personally and through mail shown product catalog
.convinced them the strength of the Mahila Mahasangha the designers we contacted as
are
Sabyasachi Coutoure
Sabyasachi Mukherjee
Topsia Road ,south
Behind still Junction
Email:sabyasachicoutoure@hotmail.com
Kiran Uttam Ghosh
Ph no -033 -24860476
033-32925756
Anamika khanna
2/1 Out Ram Street, Kolkata
Ph no-033-22814425
2,woodstreet ,Sangam 2C
Kolkata -16
anamikakhanna@vsnl.net
anamika@ana_mika.com
enquiry@ana_mika.com
WEAVERS STUDIO
Contact Person: Ms. Darshan Shah
Address: Veda commercial Pvt. Ltd. 5/1 Anil Moitra Road, Kolkata-19
Tel: 913324408926/37
Fax: 913324402868
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E-mail: weqvers@cal.vsnl.net.in
Website: www.weaversstudio.com
FAB INDIA OVERSEAS PVT. LTD.
Contact Person: Pallabi Basu
Address: 16, Hindustan Park, Kolkata-700029
Tel: 033-2465 6954/6955
E-mail: fab_kol@vsnl.net
Website: www.fabindia.com
CORPORATION OF INDIA LIMITED
Contact Person: M. K. Sengupta
Address: 7, Jawaharalal Nehru Road, Kolkata -13
Tel: 2228-3205, 2228-4139
Fax: 91-33-2228-3205
E-mail: ccickol@rediffmail.com
Website: www.cottageemporiumindia.com
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List of National Fairs:
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Major policies formulated:
Since these products are a speciality of the Birbhum district only,so they were less
known nationally. So first of all we created awareness about the crafts and the value
added in these by mentioning about them in our product catalogue.
The product catalogue was mailed to the various retailers as well as wholesalers. We
also attended a cluster fair in Delhi Haat named Cluster Haat on Feb 13-17 which had
stalls from various clusters from all over the country.
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International market:
To know about the international, market the first step was to contact the Export
Promotion Council for Handicrafts which acts as a body for the export of handicrafts. To
compete the international standards, EPCH conducts workshops to educate the artisansfrom time to time.
Export Promotion Council for Handicrafts
Export Promotion Council for Handicrafts (EPCH) under the aegis of Development
Commissioner (Handicrafts), Ministry of Textiles, Government of India is a non-profit
organization, established under the EXIM policy of Government of India in the year
1986-87. It has created necessary infrastructure as well as marketing and information
facilities, which are availed both by the member exporters and importers. The Council is
engaged in promotion of handicrafts from India and project Indias image abroad as a
reliable supplier of high quality handicrafts.
Providing commercially useful information and assistance to members in
developing and increasing exports.
Offering professional advice and services to members in areas of technology
upgradation, quality and design improvement, standards and specifications, product
development, innovation etc.
Organising visits of delegation of its members abroad to explore overseas market
opportunities.
Participating in specialized International Trade Fairs of handicrafts & gifts.
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Organizing India
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