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Crafts Ashram Business Strategy

[Hasta Shilpi Gurukul]

August 2012

Prepared by:

Enterprise Support Program (ESP)

All India Artisans and Craftworkers Welfare Association (AIACA)

18, Community Centre, III Floor, East of Kailash, New Delhi 110065

CONTACT- PAYAL NATH ( 09331215060), RAJESH NATH (09830022719),
POOJA RATNAKAR (09910000861)
Crafts Ashram (Learning center for Craft communities)

I. Background overview
II. About the project
III. Vision, Mission & Objectives
IV. Promoters & partners description
V. Collaborative model Crafts Ashram
a. Legal status
b. Core activities
c. Collaborative model
VI. Organizational competency - SWOT analysis
VII. Strategic approach Crafts Ashram establishment
VIII. Execution strategy
IX. Operating Procedure
a. Organization structure
b. Human resource planning & recruitment
c. Programme structure &Training
d. Operations
X. Business model
a. Marketing & Communication strategy
b. Strategic tie-up & partnerships
c. Core team & expertise
XI. Financial Planning & mobilization
a. Financial requirement & projection
b. Mean of finance
XII. Future planning
XIII. Possible outcomes of project
a. Likely Indicators
b. Possible Factors

Executive Summary
Craft Ashram is a programme designed for providing learning center/opportunity for craft-practicing
communities under the initiatives of three organization, i.e. KADAM an NGO based in Kolkata,
INITIAVITE(Kharagpur-based technology transfer organization) and SRAM VIDYAPITH (a local NGO) .

The Craft Ashram is proposed to be set up in the West Midnapur district of West Bengal. This is an area
rich in natural fibres like bamboo and sabai grass and where agriculture and craftwork are the main
economic activity of the community. But at present there is a huge degradation of their indigenous
village economy due to unemployment, migration, unskilled workers and lack of access to markets.
Hence, keeping in view of the present scenario of West Midnapur a combined initiative is required for
preserving indigenous economic activity through sustainable development.

The proposed Craft Ashram would be the result of this strategic thinking. It will be positioned as a one
-stop -solution - learning center for the craft community. The Crafts Ashram will promote rural
industrialization through a process of cottage industry, which will sustain the rural artisans, slow down
the migration process of the youth to urban areas and simultaneously create products that can work as
environment-friendly solutions to urban living.

The core activity of the Craft Ashram will be providing necessary training on product and design
development, technology development and transfer, production and marketing of the craft product and
introduction of micro credit linkages to the artisans.

In the craft Ashram KADAM will work to create viable employment opportunities at the village level &
work towards creating small/medium enterprises. This leads to greater utilization of local resources and
to teach skilled artisans basic professionalism concept of quality and commitment an essential
requirement to sustain them economically well. INITIATIVE will work for dissemination of technologies
to artisans backed by IIT Kharagpur technology transfer support and SRAM VIDYAPITHA, this
organization has been acting as a reliable facilitator for the locals of the region and also run a school for
the children in the proposed ashram vicinity.

The Craft Ashram thus aims to revitalize the local village economy by ensuring optimum utilization of
abundant local natural resources, enhamcing the skills of the traditional artisan community and
providing it with sustainable livelihood through increased marketing facilities for products produced.

I. Background overview:

The West Midnapore district is considered as one of the most highly populated districts of West Bengal.
The district has huge natural resources of Bamboo and Sabai Grass. The local economy mainly depends
upon agriculture and craftwork. For a few years the district has experienced a high unemployment rate
and migration of youth from villages to urban cities in search of alternate option of livelihood . The
increasing tradeoff between traditional skill and urban migration has caused the destruction of the
indigenous village economy as well as lead to overcrowding and other attendant problems in urban
areas . This socio-economic imbalance needs to be addressed immediately and a sustainable livelihood
framework developed in these areas.

KADAM, a local NGO based in Kolkata has identified craft work as a profitable means of livelihood
through its strategic interventions. Since the inception of KADAM, it is working for sustainable livelihood
opportunity development for women & youths of rural West Midnapore, West Bengal. It is offering
them an opportunity to improve their employability, infrastructure and economic status. Kadams
interventions seek to create a self sustainable environment at the grass root level and hence stem the
flow of rural youth to saturated urban areas.

Demographic Data

In Belda area the average artisans household size consists of five individuals that includes parents and
children staying in own homes in the area. The average artisan age is 46 years. Caste wise 24% of the
artisans belongs to Schedule Tribe, 7% belong to schedule caste, 34% belong to OBC, and 35% belong to
the General Category.

Caste Distribution:

85% of the artisans involved in Bamboo craft belong to the scheduled tribe, 11% belong to
schedule caste and 4% belong to OBC category.
86% of the artisans engaged in Sabai Grass Craft belong to General category and 14% belong to
schedule caste.
5% of the artisans engaged in Mat making belong to schedule caste, 50% belong to OBC and
45% belong to general category.
82% of the artisans involve in Pottery making belong to OBC and 18% belong to general
A total of 50% of the artisans involved in Blacksmithery belongs to OBC and 50% belong to
general category. In weaving, 90% belong to OBC and 10% belong to general category.

Artisans category wise break up

Gender wise Distribution:

70% male and 30% female artisans involve in bamboo craft production.
In Sabai grass craft, 100% of the artisans are female.
In Mat making, 82% of the total artisans are male and 18% are female.
In pottery and blacksmithery, all the artisans are males.
90% of the artisans involved in weaving are male and 10% are female.

Gender wise break up

Education Status: The artisans of the region are not highly educated. None of the artisans have
completed graduation. 76% of the artisans have completed the primary level, 22% have completed
secondary level, and 2% have completed higher secondary level.

Poverty Level:

65% of the artisans belong to BPL category and

35% of them belong to APL category. 94% of the
artisans live in mud build houses, 5% live in semi
pucca houses and only 1% of them lived in pucca

Mud House

Income Distribution: The average annual income of the artisans from craft is Rs. 19400 and Rs. 18600
from other sources. The average annual expenditure of the artisans on food is Rs. 22900, on clothing Rs.
2500, on medical facilities Rs. 2100, on education Rs. 3100 and on others Rs. 2200.

Income wise break up

Expenditure wise break up

Craft Analysis:

Weaving: In the Belda area the weavers produce local towels and sarees. They use cotton threads to
produce these products and they buy these raw materials from the local market or from the local cluster
or society. They usually sell their products to the cluster or society they are enrolled with. After
procuring the product from the artisans, the marketing team of the cluster or society sells these
products in the markets of Orissa. Sometimes these artisan sell the products to a to middle man. In this
way, the bulk of the profits do not go to the artisan . Apart from that, another problem facing by these
weavers is lack of space to set up looms in their home. Due to this, some skilled artisans are not able to
produce saree and some other products.

Loom Local Towel

Blacksmithery: The Blacksmiths of the area generally produce tools for agricultural use i.e. Kudal,
Belcha, Bothi. Due to the competition from the machinemade goods, high rates of labours and fragile
financial condition most of the people involved in this profession have stopped operations.
Approximately one blacksmith produces 1000 kg of product annually.

Blacksmith at work Closed Blacksmith workshop

Bamboo Craft: Most of the artisans involved in Bamboo craft, produce bamboo baskets which are used
for betel leaftransportation. All of them sell their products to the middle men. Some of the artisans work
for middle men directly on daily wages. In this case the raw materials are also provided by them.

Bamboo artisans at work Bamboo basket

Sabai Grass: The artisans involved in mat and rope

making use Sabai grass as their raw materials. These
artisans buy raw materials from local markets and
some of the artisans grow it on their own farms.
Artisans involved in matmaking produce different
sizes of mats. The Sabai rope is also used to make
the bed-strings for cots of the local wooden beds

Artisan finishing a mat

and baskets. Both groups of artisans sell their products in local market as well as to the middle men.
These artisans have very good skills and will be able to make different type of products with some
design development intervention.

Pottery: The potters produce small items of Pottery,

Tea pots, Khuri, Ghat, Glass, Putul, Sara, Terracotta
figures etc. The raw materials used by them are Soil,
Phenyl, Sawdust, Husk, Wood, Straw, Bamboo, Cloth,
Colour, Clay, Coal etc. Like the other artisans they also
sell their products in the local market. Annually on an
average, they earn Rs. 6800.

Unfinished Tea cups

II. About the Project:

KADAM has been working with the artisan community to bridge the artisans skill gap and reorient
traditional art & design with current market trends. At present its approach is to adopt a craft-producing
village and impart skill & capacity development training to the artisans of Belda. Simultaneously, other
organizations like INITIATIVE (IIT Kharagpur based technology transfer organization) and SRAM
VIDYAPITH (a local NGO) are also actively engaged in the development of the craft sector of the area.
While their achievements are noteworthy, what the area chiefly needs is more strategic intervention in
terms of technology up gradation, design & product development and enterprising capability for its self

Hence, setting up a consortium at the apex level having complementary competency & skill sets are of
utmost need to bring the synergy to system. The proposed Craft Ashram would be the result of this
strategic thinking. It will be positioned as a one -stop -solution - learning center for the craft community.
The Crafts Ashram will promote rural industrialization through a process of cottage industry, which
will sustain the rural artisans, slow down the migration process of the youth of the rural population to
the large cities and simultaneously create products that can work as environment-friendly solutions to
urban living.

III. Vision, Mission & Objectives

The vision of the Craft Ashram is to provide largescale employment opportunity at the village level by
providing institutional support & Skill enhancement support to rural artisan clusters.

To train, impart enterprise skills & market linkage support to rural artisans and enhancement of their
livelihood in district of West Midnapore, West Bengal.
To disseminate technology, design, and market information to rural artisans in operational area.
To utilize locally available & sustainable natural resource for craft sector and market oriented
product development.
To impart skill & training to artisans on handicraft keeping the market demand & need.
Assist in small enterprise development at the village level thereof enhancing livelihood
opportunities & reducing the urban migration rate.

IV. Partner & Promoters description

Craft Ashram will constitute and be operated by three partner organizations namely INITIATIVE,
Kharagpur; SRAM VIDYAPITH, Belda; and KADAM

KADAM is a society registered under West Bengal Societies Act XXVI of 1961-Regd No: - S/1L/36404 of
KADAM is working for the people of the villages primarily in state of West Bengal. KADAM aims at
tackling the problems of uneducated youth migration to urban cities which lead to the problems of
Urban Slums, unemployment, rampant violence and street children .

To tackle this at the grass root level, KADAM is working to create viable employment opportunities at
the village level & work towards creating small/medium enterprises. This leads to greater utilization of
local resources and to teach skilled artisans basic professionalism concept of quality and commitment
an essential requirement to sustain them economically well.

INITIATIVE is an NGO created by professors of the Indian Institute of Technology, Khargpur and others,
one of the largest technical universities in India. It is active and working for dissemination of
technologies to artisans backed by IIT & other scientific Organizations for technology transfer support.
IIT has earlier successfully completed a project with Ford Foundation regarding the applications of
Sabai grass.

SRAM VIDYAPITH, is a local NGO based at Belda, founded by the followers of the Mahatma Gandhi. It
operates & is active in and around 25Km radius of Belda covering 2 blocks called Narayangarh &
Keshiary. There are around 616 tribal & ethnic villages with huge availability of local resource & artisan
base. SRAM VIDYAPITHA is working for economic upliftment for tribal & ethnic communities. Also Sram
Vidyapith is providing the space to set up the Craft Ashram.

V. Collaborative Model- Crafts Ashram

a) Legal activities:

All the three organizations signed an MoU for the purpose of setting up a Craft Ashram called Hasta
Shilpi Gurukul in Belda to develop the rural crafts of the region through capacity building among the
traditional and new craftspeople. They also agree to perform respective assigned duties alloted to the
individual organizations according to the MoU.

b) Core activities:

1. Technology development & transfer: New products & designs would be developed from local
resource available & assessment on the same will be carried out to study the sustainable
sourcing, quality, standards. The design can be developed through inhouse R&D or in
association with a production group. the new techniques and technology developed will be
transferred through a structured training program.Currently natural resources available will be
used such as sabai grass, bamboo & wood crafts, Jute fiber weaving on loom & hand, Decorative
items from forest based raw materials.
2. Production & marketing of craft products: Crafts Ashram will understand the market demand
and interpret this to producer groups at village level and again link to market through the
establishment of a direct sales channel.
3. Introduction of micro-credit linkage to artisan group: To enable village enterprises to get capital
and resource on time, Crafts Ashram will introduce micro-credit model by tie up with existing FIs
& banks.

c) Collaborative model :



VI. Organizational Competency SWOT analysis

All the three partner organizations will strengthen the Crafts Ashram - consortium in terms of
knowledge, skill set & market through collaborative support & channelizing of their respective
competencies .

KADAM being an established organization in the state & internationally has advantages of bringing fund
mobilization and institutional linkage support to the system, It will raise funds in terms of donation &
contribution from their partners. Besides these KADAM will work on market intelligence and creating
right product mix to be produced by the producer groups. They will also focus on creating a market
platform for the producer groups.
With strong past experiences on craft technology transfer program INITIATIVE will bring feasible
technology options for artisans. It will identify and mobilize the resources from various channels for
training, R&D and operational machinery setup.
Whereas SRAM VIDYAPITH will help on establishment of Crafts Ashram by providing necessary
infrastructure support, work space & field coordination support in its operational area.

SWOT analysis

SWOT of each partner organization and how skill gaps are bridged through this consortium

Strength Weakness
Strong community foot hold Budget & Fund sourcing
Low quality level of artisans to produce high
Institutional linkage & funding value products
Partnership & Resource sharing (Consortium itself) Remote location
Technical & management competency of core team

Opportunity Threats
Large rural artisans base & traditional skill set Urban Migration
Skill tradeoffs among target group
Locally available & eco friendly raw materials
Huge market potential in national & International level

VII. Strategic approach - Crafts Ashram Establishment:

1. Infrastructure & Institutional setup.

Set up of a statutory body

Fulfillment of minimum legal compliances to start the operation
Mobilization of fund for the startup operation
Infrastructure & utility service facility setup
Recruiting & training of management team.

2. Skill enhancement & artisans capacity development.

Program would include:

Research & Design on craft products; Assessment of local resource based on availability, suitability
for craft making, new designing and development of craft products, artisans cluster identification &
mobilization, skill gape analysis of cluster.
Technology transfer though in-house training programs; Skills need identification, course
development, training methodology on skill enhancement, enterprise development, marketing &
Capacity development; Conducting in-house training sessions, short term courses, product & market
development workshops, enterprise development activities on regular intervals.

3. Market channel establishment of designed craft products.

Product quality standardization & pricing setup,

Communication material development,
Supplier & buyer data base development,
Forward & backward linkage establishment & market channel lineup.

4. Support on village enterprise development & credit support line up.

ED setup procedure & operation model development,

Accessing Govt./Non-Govt. assistance on Enterprise Development, Financial institutions linkage,
Monitoring and evaluation of cluster enterprise on technical design & skill required.

VIII. Execution of Strategy

Phase -1 (0-1 years)

Focus: Infrastructure development, Institutional framework in place, fund mobilization, new product &
design development & Training module development.
Target: 30 villages of Narayangarh block of West Midnapore.
Activity: Identification of Villages, clusters, Skill gap analysis & mobilization of clusters.
Output: Training center establishment, conducting training sessions.

Phase-2 (1-2 years)

Focus: Strengthening core work, expansion of operational area, marketing of craft products.
Target: 100 villages of Narayangarh block of west Midnapore.
Activity: Team development, refining of program & content development, increase cluster base, buildup
linkage with local institutions.
Output: More training sessions, sort term courses, increase in market & sale.

Phase-3 (2-5 years)

Focus: Stable operation structure, financial leverage from operation, Enterprise development, high value
market & sale revenue.
Target: 600 villages of Narayangarh & Keshiary block.
Activity: Roll out of operation model, promote enterprise development activities in operation area,
Linkages of enterprise with FIs & Scheme, strong market linkage establishment (national & international)
Output: Increased in member producer groups under Crafts Ashrams banner, large number of target
beneficiaries, Growth of network & self sustainable model establishment.

IX. Operating Procedure

a) Organization structure

Crafts Ashram-Board

Chief Functional Officer

Admin cum

R&D and Product Training & Capacity Market & Enterprise

development building development

Value chain analysis Training sessions Sales & Marketing

Design Short term courses Enterprise
Training module - Group enterprise - development -Projects
development training programs Linkage with FIs &
other schemes.

Designer Trainer Market & sale team

Project Coordinator 15
& project
implementation staff.
b) Human Resource Planning and recruitment
Chief Functional Officer will look after the overall operation of the Craft Ashram and he/she will be
assisted by Programme Manager, Project Coordinator, Admin & Account, Craft Ashrams designer and
trainer,supervisor and office assistant.
Apart from that, specialized designer and trainers for various training program will be hired based upon
the requirement of the training program on contractual basis.

c) Program structure & training

The key program will be carefully identified & expert support will be taken to develop the training
module. A Craft Ashram advisory committee will be setup constituting representatives of the 3
collaborating organizations and domain experts.Crafts Ashram advisory committee will provide guidance
on customization & vhetting of curriculum and pedagogy, setting up of performance standards
(admission, teaching, learning, skill gap assessment) and quality & certification of process.
The training program will have a bi-pronged approach viz
To enable economically deprived/weaker section of community to take up craft as an income
generation activity.
Streamlining & upgrading the artisans traditional skills at par with current market trends&
Besides the above main modules the third focus area of intervention is promoting the social enterprise
model and adoption by potential entrepreneurs so that more employability opportunity will be created.

In first one year of operation the skill development programs offered through the Craft Ashram are non-
paid or sponsored. But in due course of time to make the centre sustainable discounted paid type
services will be offered to craft groups/societies/other NGOs.

d) Operation

International Market

National Market

Regional Market

Retail shop

Crafts Ashram- Consortium

Trader, Collector Village enterprises Producer group

Individual artisans & clusters

Enterprise development Institutional linkage Training & capacity


Note: This is modified version of operation structure evolved out from the pilot scale intervention made for the Narayangarh
block of West Midnapore.

The system would operate on a hub-spoke model; a hub (Craft Ashram) will act as training cum
enterprise development centre that will promote, coordinate, and impart the craft based skills to the
artisan clusters through producer groups (spoke). The catchment area for Crafts Ashram would be
around 25 km of radius of Belda covering 600 villages in Narayangarh & Keshiary blocks of west
Role of Producer Groups:
Producer groups a (village enterprises), represent a cluster or group of artisans or individual enterprises
at village level. The producer groups mobilise and organise the artisans moving towards mutual trust,
collective responsibility and enterprise ownership by the artisans themselves. Crafts Ashram will analyze
the skill gap at producer group level and provide skill & capacity development support to artisans.
To enhance the value chain, Crafts Ashram will work at product design level, supply chain management
and quality control stages. The producer groups will be treated as the nodal center for communication,
and transactions at cluster level. Apart from the above role Craft Ashram will manage enterprise
support programs; build up financial partnership & linkages on behalf of producer groups. After
prolongedinterventions of this nature, the Crafts Ashram will step into market linkage support to

producer groups. At the same time it would create market potential for the craft products and will work
for market & selling of crafts.
X. Business model

Two business model could be adopted & practised by the Crafts Ashram for market/sale of products
besides providing training & skill development support to the artisans.

Sourcing model

It is workable if Crafts Ashram will develop a strong producer group base. In this module Crafts Ashram
board will access the talent and technology of local producer group. Crafts Ashram will develop new
designs and products together with master artisans/core producer group. If the new idea sells, it will
launch training and monitoring activities with selected producer groups. Similarly, retail customers often
provide inputs on new product ideas and specifications, which will be communicated back then, identify
the skill & train to suitable producer groups. The benefits of the module is
Accountability not always available at the volunteer level
Specialists in nonprofit needs
Cost savings inherent in a sharedresources relationship
Continuity and stability during changes in the Board
Staff flexibility during heavy and light workload periods
Freedom from the responsibilities of being an employer
Opportunities due to work with other nonprofits

Sub contract model

It is workable for the high-volume contract orders from a particular buyer on constant basis. Here a
certain scale of production, following fashion trends, buying seasons with frequent product innovations
and developments is required. Crafts Ashram will develop & provide prototype designs as agreed by
buyer/retail giants. In this model it is essential that Crafts Ashram has access to product development in-
house & investments in capital expenditure of production facilities. The incentives for producer groups
to work with Crafts Ashram will lie in the income derived from the number of orders provided over the
year, favourable financing and payment conditions, as well as further training provisions by Crafts
Ashram. However, the Crafts Ashram will need to have a clear MIS system in place to manage the flow
of information from buyers to suppliers and back as well.

a) Marketing & Communication Strategy

Communication: The success of operational model largely relied upon effective communication within &
external environment. To achieve this Crafts Ashram needs to build up effective communication
infrastructure & tools.

Forward linkages in the value chain: Alliance partners, donors, local Government, buyers, clients.
Communication has to take place regularly and create trust among stake holders, as well as potential
Backward linkages: Raw material suppliers, producers groups and other service providers. These
entities/ partners have to be coordinated constantly.

Marketing strategy:

Online marketing is important in this market segment. Crafts Ashram would eventually have to register
with different fair trade online shops and set up its own web presence to foster credibility among global
fair trade clients. Craftmark certification of the craft products will help for global market entry. Crafts
Ashram can explore & cater to the domestic market by lining up with retail chains. Participation in
exhibitions, workshops, even by owning a retail outlet could increase the inflow.

b) Strategic tie-ups & partnerships

Industry partners for product & course development: As the main objective of Crafts Ashram is to
provide design & training to meet the international quality & market demand, for this it will collaborate
with technical institutions, industry houses for product improvisation & innovation R&D.
Product certification: To get the advantages of International market and branding it will certify its
products through certified agencies
Relationship with trade associations: will support to get market channel linkup & participation in
Institutional tie-up & linkage support: To support village enterprises on getting resources & capitals on
time Crafts Ashram will link these setups with MFIs & Financial institutions for micro loan.
Mentoring support for enterprise setup: project-oriented mentoring supports can be leveraged through
various Govt. schemes, donor support.

C) Core Team &Expertise

Sl no Team member Position Expertise

1 Mr. Rajesh Nath Prseident
2 Mr. Bimal Chandra Pal Vice- President
3 Mr. P.S. Das Vice- President
4 Mr. R.N. Chattopadhay Secretary
5 Mrs. Payal Nath Joint Secretary
6 Mr. Madan Gopal Joint Secretary
7 Mr. Jayanta Kumar Paik Treasurer
8 Mr. Enno. Scholma Member
9 Mrs. Tapoti DasGupta Member
10 Mr. Manoj Bhattacharya Member
11 Mr. Aloke Ratan Mitra Member
1 Mrs. Pooja Ratnakar Designer
2 Mrs. Anindita Dass Product Developer

XI. Financial planning & fund mobilization

a) Financial requirement & Projection

Sl Crafts Ashram Set up Cost Startup cost Units Expenses Total expenses
1 Renovation & utilities
2 Painting & designing 75000.00 75000.00
3 Repairing of Building 600000.00 600000.00
4 Others. 0.00 0.00
5 Capital
6 Furniture & fixtures 100000.00 100000.00
7 Computer 30000.00 2 60000.00
8 Printer 5000.00 1 5000.00
9 LandScaping 50000.00 0 50000.00
10 R&D unit
11 Tools & machinery 80000.00 80000.00
12 Set up of dyeing unit 50000.00 50000.00
13 Set up of kitchen 30000.00 30000.00
14 Misc. expenses 10000.00 10000.00
15 Promotional materials
16 Website 50000.00 50000.00
17 Catalogues 25000.00 25000.00
Total Startup cost 11,35000.00

For more details of the financial planning plese refer to the attached annexure 1.

b) Means of finance
The first three years would be a module based on funding through grants for funding agencies.
Annenberg Foundation is currently funding Kadam for Renovation & Utilities of the Crafts Ashram
project and we are hopeful of getting some more support from Annenberg in the near future too.

At a much later stage the income will be generated from the sale of the products produced by the
artisans of the Craft ashram. The Craft Ashram expects to be able to increase consumer awareness and
its customer base to maintain a strong level of growth over the next several years.

XII. Future planning

Craft Ashram is planning to develop it as a common facility cum training centre for most villages of
Narayangarh & Keshiary block, who wish to utilize it. Craft Ashram will facilitate the artisans with
technological, design and marketing assistance to enhance their skills and will create livehood solutions
for them. It will also try to motivate the artisans to develop their own enterprise including production -
oriented SHGs. It will also help the artisans to market their products to various market channels by
organizing a producer company, branding and through its own retail outlets.

XIII. Possible outcome of project

Factors & indicators will be fixed in the initial period of project & periodically monitored to gauge the
intervention impact on unit (household level) & micro (local economy) level.

a) Likely Indicators:
Number of Artisans received training from centre.
Adoption rate among trained artisans to take it as livelihood
Increase in number of enterprises, employment & artisans participation at village level
Kind of market segment & share % value changes over the period
Increased activity of MFIs & FIs

b) Possible Factors (Design, production & marketing)

New designs & product ranges are added into existing basket
Kind of ranges of local resources utilized & quality improvement- before & after the intervention
Level of Skill set & capacity enhanced production, marketing, resource planning
Accessible to micro credit by artisans