ASSIGNMENT ON “INCOME GENERATING PROJECT ON HANDICRAFTS”

Submitted To: Ms. Nidhi Kasetwar

Submitted by (Gr. 3) Devendra Galav(0809) Menka Kumari(0813) Sujata Rani(0815) Neha Singh(0821) Ruski Mahal(0824) Vaibhav Ahire(0840) Prerna(0843) Jot Dhar(0857) Vaibhav(Chandigarh)

PGDM (2008-10)

VAMNICOM Handicrafts of India Handicrafts of India are just another precious stone in the bejewelled crown of Indian culture and heritage. Be it intricately decorated metal craft or some marvellous marble inlay work or some exquisite paintings, Indian handicrafts are going places with their ethnic designs and flourishing textures. The time stands testimony to the evolving of the art and craft as the civilization grew from cave to the modern cities and now Indian handicraft is the integrated part of the Indian culture leaving the whole world amazed and wanting for more. The immense magic created by the Indian hands is visible from the timeless artistry of the dazzling semi precious jewellery, exquisite furniture, colourful toys and dolls, beautiful paintings and enthralling sculptures. The metal crafts of India are the fine kaleidoscope of the craftsmanship and fine arts in shaping gold, silver, brass, copper into exquisite and intricately designed images, idols, jewellery and utility items leaving a unique appeal in everyone's mind. India's fame in precious and semi-precious stone jewellery is world famous. The timeless stone jewelley are proud with their classy royalty and at the same time narrating the saga of the hands that polished the rough stone and gave its present look. Another side of the Indian handicrafts is the excellent paintings that India has been producing since time immortal. Started out with the rock paintings in caves, Indian paintings are now finding place in every art lover's house across the world. The magical and decorative earthen pots coming out from the potter's wheels are gaining salute from every corner of the globe. Indian handicraft is not only popular in the country but the world over. There are places in India that specialize in one or the other craft. Artisans from different corners of the country from time to time come together to display their skills and sell their wares in various craft haats and art melas. Here are some of the popular places that are known for their exquisite handicraft items in the country. India is one of the richest countries in the world as far as arts and culture is concerned. The Indian people are often involved in making high quality handicraft products. Different types of handicrafts are made in India and have earned significant popularity in the international market. Handicraft in Indian villages is considered one of the major occupations, as many people earn their livelihoods by producing different types of handicrafts. Handicrafts in Indian villages are of different kinds. The major types of handicrafts are pottery, metal craft, gold jewellery, wood craft, shell craft, cane craft, needle craft embroidery, ivory craft, comb craft, glass craft, paper craft, sholapitha craft, weaving, silver jewellery, etc. All these types of handicrafts are considered major sources of income for numerous people in the Indian villages. The artisans create these handicrafts either at homes or in a cooperative basis or on behalf of any big concern involved with the marketing of handicrafts products. The village fairs, melas and festivals are some of the best places for the Indian village artisans to sell their products. Handicrafts in Indian villages are made for serving various purposes. While some of the handicrafts products are made for daily uses, there are a few that are made for decorative purposes. Villages in different parts of India are famous for producing different types of

handicrafts. While the villages of West Bengal are famous for making the handicraft products like Terracotta, Sholapitha craft, etc., the villages of Gujarat are famous for the products like brass and iron items, clay items, wooden furniture, embroidery, silver jewellery, dhurries, carpets, blankets, rugs, etc. The villages in other parts of the country are also famous for making different types of handicrafts products. Handicrafts in Indian villages are practised since the ancient period. Handicraft is also a major occupation for the villagers since the ancient period. The governmental authorities in India are encouraging people to take up handicrafts as their occupation in the recent years as the Indian handicrafts products bring a huge amount of foreign currency to the country HANDICRAFT IN MAHARASHTRAMaharashtra has a great variety of art and craft traditions, which have enriched its cultural heritage. These traditions were expanded under the patronage of Mughals, the Marathas and the British. The quintessential spirit of Maharashtra is visible in its traditional handicrafts and arts. HandicraftsofMaharashtra (i)Sawantwadi Crafts (ii)Bidri works (iii)LeatherWorks (iv) Weaving (v) Mashru and Himru

Paintings of Maharashtra
(i) Ajanta Paintings (ii) Warli Paintings The retailers and shops of handicrafts of Pune design, sell and exhibit antique pieces, so that tourists can at least have a glimpse of the artifacts found in Pune. Carpets and 'Khadi' are the important handicrafts of Pune that are famous throughout the world. Kolahpuri sandals also form a major part of export in Pune. These sandals are known for its endurability and comfort. These sandals, also known as 'chappals' well compliments the Maharashtrian style of dressing. The handicrafts of Pune indeed occupies a distinct position among the different handicrafts in India. Famous Handicrafts
Furniture Jewellery

Regional Handicrafts
Arunachal Pradesh Goa

Metal craft Painting Pottery Stone Textiles Wood Craft Floor Coverings

Himachal Pradesh Karnataka Rajasthan Jammu And Kashmir Madhya Pradesh Orissa Karnataka Andhra Pradesh Assam Sikkim West Bengal Bihar Punjab

MARKETS FOR HANDICRAFT ITEMS-

» Bishnupur – Terra cotta Work If you are looking to buy the best of Indian handicrafts made of terra cotta, there is hardly a better place than Bishnupur. Located in Bankura district, some 150 km from Kolkata, Bishnupur is popular for its terra cotta temples and Bankura Horses. The red coloured Vishnu temples were built by Malla rulers in terra cotta because the city had no stone for construction. Find more on Bishnupur » Hodka – The Hub of Kutch Handicraft Not too far from Bhuj is Hodka, an artist village located on the edge of the Rann of Kutch in Gujarat. Besides being an exciting place to shop for some exquisite Indian handicraft items, Hodka presents a wonderful opportunity for a traveller to get the first hand experience of village life in the Kutch region. » Bastar – Exotic Handicrafts Famous for its exotic handicrafts, Bastar makes for an exciting holiday destination as well as an excellent place to shop for some exquisite Indian handicraft items. The tribal society of Bastar is skilled in making metal handicrafts and wood crafts. Bastar in particular is popular for its bell metal work or dhokara art. The artifacts are crafted using the vanishing wax technique. Some of the bell metal items that one can buy include elephants, horses and beautiful figurines of deities. Popular places to shop for Handicrafts in India

Pochampally, Ikkat Work

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Pranpur, Chanderi Sarees Kanchipuram, Silk Sarees Sherpur, Block Printing Karaikudi, Athangudi Tiles

Arts and crafts of Orissa - Illusions of Hand Orissa is a state where all forms of arts are given huge importance. And the quality of work has earned it accolades not only in India but abroad as well. From traditional times, Orissa has been considered a state blessed with talent for arts. Right from palm leaf writing to Appliqué works, craftsmen of Orissa have perfected it all. Many of the art works that died out with time in many parts of the country are still practiced in parts of Orissa. This tells us how much people of Orissa respect their traditions and rituals. The most famous art works that has found huge demand in outside markets is the weaving craft. Bhubaneswar being the center for weaving makes it easy for the tourist to have a look at the exceptional works. Although other are forms of crafts find center in villages of Orissa. Palm Leaf Writing It is known that in ancient India, writings were done on Palm leaves. But since the printing has started, the tradition has almost died out. But there are few places in Orissa where you will still get to see people using palm leaves to jot down their work. Many temples still use palm leaf manuscripts for reference instead of religious books. The most wide use of palm leaf writing is done in horoscopes. Almost all the horoscopes are written on palm leaves. Printing of wedding cards is really popular among Orissa people as it is considered auspicious to get important things written on Palm leaves. Weaving Craft Ever since the Mauryans set textile workshops here, Orissa has been an important hub for weaving craft. There are now numerous weaving communities, which have more than 3 lakh weavers. There are regular exhibitions held in Bhubaneswar displaying the weaving on many fabrics like cotton and silk. There is precision and care given to even the minutest detail that some of the works will leave you stunned. The quality of the products has made Orissa the major exporter of weave fabrics. Patachitra Patachitra was once the paintings that were made by the temple painter to be hung inside the temple premises. This ritual has given rise to a new art form that has made it big in world of art. Patachitra are paintings drawn on specially treated cloths or on leaves. Now there is a different school for executing and imparting knowledge of Patachitra. Colors like white, yellow, blue and black are the most widely employed. You can buy these kind of art forms from art galleries. You can also visit the villages Raghurajpur and Dandshahi which are famous for Patachitra. Here you can get a first hand experience of how the whole thing is prepared.

Appliqué Artwork Started as a temple art, it has become one of the most sought after artwork of Orissa. In this art, colored pieces of cloth after being shaped into different images of birds, animals, flowers and many other forms are stitched on other cloths that are used on wall hangings, lamps, umbrellas and other household items. In recent times, this work has also been used on apparels and tablecloths. It is employed mostly on Saris. These are then exported to all parts of the world. Pipli, a village near Bhubaneswar is the most known place for this art work. You don't have to visit an exhibition or a gallery to get a glimpse into the world of arts and crafts of Orissa . Every aspect of people of Orissa has a touch of artistry to it. Such is the quality, variety and exquisiteness of the items that you will be tempted to go for each and everything. Best markets to shop for arts and crafts is in the capital city of Bhubaneswar

JAMMU AND KASHMIR MarketArts And Crafts Tourism

Papier Mache Work, Kashmir Art and Crafts of Jammu and Kashmir - Magic without Illusions The state of Jammu and Kashmir is famous the world over for its unique and splendid work of art and crafts. Travel through even the remotest parts of the state will give an insight into the world of art and craft in Jammu and Kashmir. Just about everything that is seen in Jammu and Kashmir has some kind of art work done on it. The most prominent is the embroidery work on the shawls and the cloths of Kashmiri people are very mesmerizing to be not noticed. You will also see the work of magic in wood works, steel wares, Papier-mache. Textile Works Shawls are the most famous offering of textile works from Jammu and Kashmir. The final product is definitely impressive, but the method by which they are produced is equally interesting. Even in the era of power looms, people of the state prefer making their textiles

the traditional way. The shawls are made of a special wool, called the Pashmina that is extracted from the Kel goat. The shawls are then formed in two ways. In one way the weaving is done on the loom itself and in other, the embroidery is done by hand after looming. The embroidery that is done in J&K is called Kasida. In embroidery, use of exquisite colored threads is done to make designs of Chinar leaves, mythological figures or landscape designs. J&K also have become famous for its silk quality and quantity. In fact silk products are exported from J&K in huge amount. Main clothes that are made of silk are sarees, ladies suits and head coverings. Papier Mache Papier Mache is another form of handicraft that has brought J&K wide acclaim from all regions of the world. To make Papier Mache objects, the process is very long and tedious. First the paper is soaked in water till the time it completely dismantles. The paper is then mashed and is mixed with an adhesive solution. The pulp is then molded into desired shape and is dried. The outlay of the object is now ready. Now is the time for artisans to color it and draw intricate and brilliant designs on it. The product is now ready to hit the market. The first look on these splendorous object itself will compel you to make them your own. There are cheaper versions of Papier Mache as well that are made up of cardboard. Pen boxes, table lamps, show pieces and other decorative items are few that are made from Papier Mache. Wood Carvings Wood Carving industry has grown by leaps and bounds in the last few years in J&K. In fact, wood carving industry of J&K is the most famous in entire country. The Walnut wood is considered the best wood for carvings. Not only because it is readily available, but even after excessive carvings, the wood retains its strength. The main attraction of woodcarvings is the woodwork on the ceiling of the rooms. The technique for this work is immensely complicated and the end product is equally mesmerizing. This kind of woodcarving is called Khatam Band. Woodcarving can also be seen on chairs, tables, jewelry boxes and on any thing and every thing that is made of woods. Art and craft is something that you will see, touches every aspect of life in J&K. Be it the clothes they wear or the homes they live in, everything in some way or the other has crafts involved in it. Most of these things are brilliant enough to be taken home as souvenirs of your travel to J&K. Lal Chowk and Badshah Chowk in Srinagar and Vir Marg and Hari Market is Jammu are the best places where you can indulge in shopping.

RAJASTHANArt & Craft Antiques They can be found in small shops in places all over Rajasthan, as well as in large handicraft stores, and are part of the landscape of the state. Pottery

Blue Glazed Pottery famous in Jaipur was introduced to India by the Muslims and popularised by Maharaja Ram Singh of Jaipur. The pottery is made of ground quartz stone, fuller`s earth and sodium sulphate instead of the simple clay. Blue and white are the traditional colours used though, more recently, yellow, pink and green are also being used. Most pieces are hand-painted with conventional floral patterns, figures of animals and scenes from the lives of the royal families. Terra-cotta pottery Molela, a village to the north of Udaipur specialises in making these images. Alwar produces paper thin pottery, Bikaner is famous for painted pottery, tinted with lac colours, while white and red clay articles with geometric designs come from Pokharan. Dhurries and Carpets Available in a variety of sizes, the dhurrie is woven not only in Jaipur, but in villages all over the state. In places such as Bikaner and Jaisalmer, where the temperatures can dip alarmingly, woollen dhurries made of camel hair are very much in vogue. Carpets: Initially, huge carpets were specially woven for royal residences. Inspired by the Mughals, prisoners were employed at looms, a tradition that has continued to date. Bikaner is still famous for its so-called jail carpets. Namdah:Another floor covering that has widespread use in Rajasthan is the namdah or felted rug. The namdah comes in mainly two fashions - embroidered and in applique work. Fabrics The basic fabric produced by the weaver are printed, dyed or embroidered to get an exotic range. Each region has its own motifs and choice of colours, and each settlement uses colours in a particular way. Printing: Block printing and batik are two forms of printing widely applied. Sanganer, is famous world over for its block printing. Bagru is another place famous for this art. . Barmer and Jaisalmer are two popular centres for batik. Tie and Dye: Sikar and Jodhpur are the most popular centres. Mirror work, applique and embroidery: Bikaner, Sikar, Jhunjhunu are popular centres. Furniture and wood carving Rajasthan excels in the art of making `old furniture`. Doors and windows, wooden jharokhas, tables with cast iron jaalis, side-boards, chairs, benches, jhoolas or swings, and dressers are made to resemble the furniture that was in vogue in havelis a hundred years ago. While Jaipur is a popular centre, Jodhpur, in particular, is well known for its `old` furniture, and Ramgarh, in Shekhawati, has become a major centre for its manufacture. Shekhawati and Bikaner have been the traditional centres for woodwork. Jodhpur and Kishangarh are especially popular for painted wooden furniture. Shekhawati, Bikaner and Ramgarh specialise in making delicately carved wooden doors. Barmer craftsmen specialise in woodcarvings. Other pieces of furniture include the leather-embroidered chairs of Tilonia, and the carved-back, stringbottom chairs of Shekhawati. Marble tops for tables are also popular, and screens are available with both painted panels and brass embellishments. Carving: On a more popular level, visitors will find everything from camels and horses to elephants and parrots that are carved and brightly painted. Gesso work One of the finest crafts to emerge from Bikaner, the inner hide of the camel is used for the purpose. The hide is scraped till it is paper thin and transluscent. It is then moulded into

various forms of lamp shades, hip flasks, perfume phials or vases. It is then painted over with fine gesso work using gold to lend richness to the otherwise bright reds and greens used in the work. Jewellery and Gemstones Rajputs prefer gold - even for their feet while chunky silver articles are worn by the tribes and other castes. Besides the handmade silver jewelry, exquisite ornaments are made in Jaipur and Jodhpur using emerald, diamond, pearl, garnet, agate and lapis lazuli. Colourfully enamelled gold and silver jewellery is also very popular. Kundan, (precious stone set in gold) jewelry is a specialty of Jaipur. Rajasthan is one of the largest centres in the world for the hand-cutting of gems. It is not unusual to find shops piled with onyx, cat`s eye, lapiz lazuli, carnelian, garnets, amethysts and topaz. Even precious stones like rubies, emeralds and diamonds are easily available. Semi-precious and precious stones at Jaipur are also carved into figurines and statues. Leatherware The hides of dead animals have never been put to better use than in Rajasthan whether as juttees, the embroidered footwear the people wear, or as saddles, bags and pouches. It is even used as backs for chairs after it has been embroidered with woollen motifs. Jaipur and Jodhpur are the traditional centres for jutis. Metal crafts In later years the art of enamelling became merely decorative and, in Rajasthan, has been used for everything from tabletops to wall plates, flasks, and for crafting objets d`art. Brassware, enamelled, engraved and filigree cut work on silver are available in Rajasthan. Jaipur, Alwar and Jodhpur are prime centres for metalware. Paintings Miniature paintings, portrait and courtly paintings, murals, cloth and furniture painting, mehndi or henna, domestic painting and mandana or the art of decorating houses are some of these. Jaipur, Jodhpur, Nathdwara and Kishangarh are some of the centres still engaged in this art form. Of course, there are other forms of painting available too such as the phads or scrolls with their tales of Pabuji, and the pichwais with their Krishna legends. The centre for the best pichwais is Nathdwara, near Udaipur, where the paintings are often decorated with precious stones. Puppets Inexpensive souvenirs, they recall more easily than most other things memories of a visit to this state of chivalrous kings and beautiful queens. Stone carving
 From Dholpur near Bharatpur to Barmer in the heart of the desert, the chisel of the

stone mason is put to incredible use as he commands everything from pink and red sandstone to marble, tamara and chlorite to create panels of frescos for buildings,

large statuary, planters, figures of gods (usually in marble and crafted almost entirely in Jaipur), and elephants and horses as garden sculpture. Jaipur specialises in making white marble statues of gods and goddess

 Some of the famous shops retailers and shops of handicrafts of Pune are-

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Alankar Tapstray Crafts Bridge India Private Limited Ghandi Khadi Bhandar Gidwani Handlooms Ishwar Moorti Center Janata Khadi Bhandar Kailash Handlooms Kashmir Art Palace Krishna Handloom and Furaisking Lishkara New Kashmir Stores Utakalika Orissa state Emporium etc.

Business Objective : To set up a permanent market retail business for handicraft in Pune, dealing with handicrafts sourced from other states in India,as Rajasthan,Orissa,J&K etc. Business Overview : The demand for handicraft products is on the rise in Pune as its place where people belonging to various culture and region reside. One can benefit from this opportunity and gain handsome returns without investing much. This business needs careful planning. The products that should be included in the product portfolio must be carefully decided. One has to network with producer states like as Rajasthan,Orissa,J&K etc, The products that formed the largest part of the exports were metal wares, wood wares, hand printed textiles & scarves, embroidered and crocheted goods, zari and zari goods, and imitation jewelry. The export production of Indian handicrafts industry is highly significant due to:
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Low capital investment High ratio of value addition Potentially active for export and foreign exchange income

Product Service Description :

It would be ideal to have a wide variety of products in the product portfolio. Some popular hand-crafted products include woodwork, basketwork, wickerwork, art metalwork, ceramics, furniture, lighting articles, toys and dolls, glassware, festive craft articles, fur, feather and leather crafts, carpets, imitation jewelry, paper crafts, textile based crafts, worked or carved crafts, etc. Market Opportunity The demand detail of Indian Handicrafts in Pune are as follows:
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Shawls and Art wares have got their demands. Hand printed textiles and scarves have occupied a market in Imitation Jewelries are highly consumable as Pune being educational hub consists of many foreign students as well. Wood Wares and Art Metal wares are widely popular in exclusive hotels. Zari and Zari goods have found markets in Pune. Embroidered and Crocheted Goods have occupied a huge market in some part of city. Miscellaneous handicrafts have markets in U.S.A., Germany, U.K. and France

SWOT Analysis of Handicraft marketStrengths        Skill availability Availability of raw material Low capital cost / investment Presence of government support Work carried out from home Desire to upgrade Supply of short length fabrics to valued clients Weaknesses  Low yield  Not much change in technology and design  Lack of marketing linkages  Varied level of artisans  Products of average quality  Survival on government subsidies  Absence of professionalism

Opportunities  Exclusive handwoven fabrics have good domestic  and export market  Possibility of more value addition  Dovetailing with available government schemes  Versatility in changing designs and texture with  minimum investment  Product innovation and diversification  Trust and capacity-building  Fashion fabrics for middle class and elite

Threats  Competition from powerloom and machine –made products  Moving to other occupations  Competition of similar products from other states

Marketing Strategy Handicraft goods would be bought from markets shown above and sold them in Pune specified shops via different ways. Sales and Distribution Strategy Operations Strategy Product sourcing: States like Orissa,Rajasthan,J&K, etc. are primary centers of handicraft supply. Artisans in these states produce these handicrafts, which are then exported by buying agents, etc. to wholesaler importers states.Outsourcing would be expensive for a small business,. So, it would be ideal if someone acquires the required handicrafts from the direct importers who serve as distributors or wholesalers in Pune. Reaching customers: In order to reach out to your customers, you need to make your promotional activities attractive, since there are large numbers of sellers dealing in handicrafts, and also, other niche sites. You can also list your business in various marketplace sites . Inventory: Though the shipment of the products would be primarily coordinated with the distribution center or through a third party (based on a sponsoring agreement), a small inventory of popular items would need to be maintained.

Risks and Challenges percent of the sales, so competition is tough. However, dealing in a niche segment like handicrafts may lessen the competition.

Since hand crafted items can be expensive, ranging from an average of $200 to $300, a slump in the economy can jeopardize the demand for such products.

Manufactured products are beginning to encroach into the demand for products that are bought for their aesthetic and decorative value. This results in competition on the basis of cost, which would cause pricing pressure.

Tips for Success Focus on the variety of products. Effective marketing (through regular mailing of catalogs etc.) is the key to customer acquisition and success. • Deliver value through tools like discounts.
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