New Market Potential

ABSTRACT

The purpose of this study is to find new market potential for terracotta handicrafts. The study
provides an analysis of the potential market and reveals the following trends in the
marketplace that impact handicraft producers in market of Ranchi and all over India. The
terracotta industry is spread all over the country as it is highly labour based, involving a large
number of artisans from women, children to old man.

Handicraft is the key for sustaining an existing set of millions of artisans spread over
length and breadth of the country, and also contributes towards the increasingly large
number of new entrants in the crafts activity. Due to which they have a high potential
market.They also contribute substantially to employment generation and exports.The
Handicraft sector has, however, suffered due to its being unorganized, with the
additional constraints of lack of education, low capital, and poor exposure to new
technologies, absence of market intelligence, and a poor institutional framework

OBJECTIVES

● To study the various destinations where terracotta handicrafts are exported.

● To study the comparative handicraft product and market.
● To study the strength of terracotta handicrafts.
● To elaborate the possible threats to terracotta handicrafts.
● New market opportunity

This paper is benefited from the intellectual guidance of National Institute of Fashion
Technology Patna and prepared under the technical supervision of Mr. Deepsagar
Verma (CC-FC & Asst. Professor at NIFT Patna).
Study Area

The district of Ranchi is in the centre of Jharkhand. The geographical area is 7574 sq
km, 23’23’ N Latitude and 85’23’ E Longitudes. The name of the district was changed
in 1899 from Lohardaga to Ranchi, after the name of a small village now comprised
within the headquarters station. It is bounded on the North, by Hazaribagh, Chatra and
Ramgarh district (which was created recently). On the East, by the district of Purulia
(West Bengal) and Saraikela Kharsawan and towards the West by the districts of
Latehar, Lohardaga and Gumla and South by newly created Khunti district. Ranchi is
the magnetic/ nodal center of the state In recent years, Ranchi has become a
magnetic or nodal center of the state hence it is important to study the peripheral rural
markets of ranchi.

Cluster Location - Kumhar Toli (Near Lalpur), Ranchi

MARKET

There is a gradual development in market activity with increasing demands and self
sufficiency of the population. It began in the form of barter and evolved when people
started exchanging gifts among themselves. The exchange was necessitated due to
surplus production on one hand and subsistence production on the other.
The products of terracotta are sold at different markets. There are also instances of
direct purchase of these products from the villages they are made. Terracotta
marketing ranges from sale of the products at local haats (bi- weekly markets) to
regional, national and also international markets and craft fairs. A detailed study has
been done on marketing mechanism of terracotta products.

Products of terracotta are classified on the basis of their nature and their extent of
decoration and popular forms of the market demand. For instance, the simplest forms
such as elephants and horses are used in local rituals and therefore have a local
demand. Yet the national market and urban centres hold elaborately decorated horses
and elephants. with elaborate decorations. An urban demand has been generated for
Manasa related items. Items like terracotta ornaments and decorative items are
gaining increasing urban attention and are sold in regional markets, fairs and urban
centres. Places like Chhotanagpur, Lalpur and Hazaribagh not only export to major
national cities like Kolkata, Delhi, Mumbai, Goa, Chennai, Pune, and Raipur but also
to countries like Bangladesh, Nepal and Sri-Lanka. A detailed study of the terracotta
markets in villages, several tourist places and also in the city of Ranchi is carried out.

Terracotta markets have significantly developed in several tourist places in

Ranchi/Hazaribagh and nearby area of Near the Hills and also in urban markets of
Ranchi. The markets are formed near famous places where a lot of people make visits
(Haats in the village area). A study has been carried out to understand the nature of
terracotta items and their potential customers at Ranchi, a famous historical place for
tourists (Jagannath Temple and other places) and at Timara Village near the famous
Dassam Hill.

Markets in Kumhar Toli (CLUSTER): Near Lalpur there is a separate place called
“terracotta market” or “Kumhar Toli” where several stalls are set up and people sell
their products. These stalls are sometimes set up straight outside sellers’ homes.
There are several temporary stalls nearby the road and tourist place that represent the
terracotta market. The terracotta materials range from tiny dolls, ornaments to giant
horses, elephants and Manasa chali earthen pots, lamps etc. Simple forms of
terracotta horses and elephants which are most popular in the local haats are
completely absent here. The market is open from morning to evening. The pace of
customers quickens and increases during the weekends; accordingly the timing.
Attendance to the fair remains considerably high in winter season when the number
of tourists is considerably high. In order to serve all economic classes the price ranges
from Rs. 10/- to Rs. 5000/-.

Long route marketing of terracotta items

There is an increasing trend of long route marketing of terracotta items. Villages like
Lakhiya, Khirasara and Hazaribagh regularly export items to several cities like Ranchi,
Delhi, Mumbai, Chennai, Pune, Goa, etc. and also to other countries like Bangladesh,
Nepal, Myanmar and Sri-Lanka. Only a few families have developed direct
connections abroad. None of the terracotta makers have direct linkage to the cities
abroad. There are primarily two means of long route trading: first, the direct contacts
and second, via a number of middlemen. There are local transporters who purchase
the items, bear the transportation cost from the village to the urban centres and get
money from urban middlemen cum sellers. They sell items to shop owners and also
make personal sales. A stark price difference is observed due to the presence of
middlemen.

Marketing Constraints
Dearth of proper marketing strategy is evident. Though some of the artists send their
crafts to Ranchi-Kolkata-Delhi by personal endeavor, most of the people only opt for
the local markets of Lalpur, Kumhartoli, Ratu, Meshra, Bero etc. Some of the
businessmen from other cities come with their own interest to buy these crafts.

But due to lack of connectivity The local markets are threatened and the
producers/sellers are not getting adequate benefit from their produce.also a lot of
economy is debited by middlemen, transport and perishable goods rot during the
time taken to reach the market. Rural market is the essence of the rural economy.
Due to lack of connectivity the rural market cannot explore the facilities and flourish
their crafts markets .The periphery of Ranchi is providing significant infrastructure
to prevent the rise in urban-rural disparities in growth and development.

But there is no opportunity of sale from the Society at all because there are a lot of
options to buy from. Consequently the craftsmen cannot market their products properly
and despite the assurance from government, no marketing centre has been set up. In
the recent globalised market the demand for clay craft has also declined. Many of the
artists are using artificial colour to coat the items though none of them is from
Hazaribagh. They have no formal training for colouring and it is expensive too.
Consequently the art is diverting from its origin, which is an alarming sign for the art.
1. Transportation costs are very high for long distance travel of the products (86%
respondents face this problem).
2. 76% respond that high packaging cost for large product.
3. 70% respond that market for these products is not very large i.e. there is limited
market for sale.

They have no dependable means of transport or the material to make damage proof
packaging for their fragile wares: dried grass is all they have. To add to all this, the
bumpy roads from the village to the highway can cause a lot of damage. All these
problems just add to the costs the poor villagers are already incurring. The high quality
terracotta items would have been a very lucrative export commodity, but for the fact
that, transport-wise, they are just too heavy.

These results indicate that net economic returns of terracotta production are high for
the marginal workers during the current year of study and, labour cost works out to be
the major contribution. But due to shrinkage of the market, presence of market
middlemen and some important constraints, the income of the households are not
regular. Rajesh Kumar and some other artisans have their monthly income below
poverty line level of income, due to uncertainty in the market and some internal
problems, their economic conditions are very low in the present economic perspective.
Unavailability of proper soil, lack of modern technology, lack of proper market,
inactiveness of potter’s cooperative society etc are the major constraints for terracotta
production in Ranchi district.
The strengths of the Terracotta Handicrafts

Apart from the traditional value and availability of skill, terracotta requires low
investment in production and manufacturing. Besides, the raw materials are also
cheap. The products follow and connect with the cultural heritage and symbolise hand
craftsmanship. The major motifs and minute details of the craft preserves our cultural
heritage and add a lot of value to the craft. The crafts can be used as an inspiration to
designers and their collection range will help in the promotion and preservation of our
Indian handicrafts.

Terracotta Products and their Possible Usage:

According to the patterns of terracotta use in the studied villages, it can be broadly
divided into three categories, first, the ritual use, second, aesthetic use, third, domestic
use in play purpose.

The aesthetic use of terracotta items is most popular in urban and semi-urban places.
Common form of aesthetic use is a myriad of ornaments. Pendants, earrings,
necklaces, and bangles of various designs are regularly used by girls and women.
These are sold at good price in regular markets, fairs and different government
sponsored shops in urban, semi-urban and tourist places. There are evidences of
promoting the marketing of such handicrafts by different Non Government
Organisations and Self Help Groups.

Terracotta tiles and furniture are increasingly becoming popular in urban centres.
Manufacturers of such items report that people from distant places come to make
direct purchase of such items. As already noted, there is an elaborate chain of
marketing in operation. Order based supply is also notable. Terracotta tiles, terracotta
furniture are commonly used as aesthetic items.

Forms such as large decorative horses, elephants, Manasa chali/bari along with others
like pen stands, incense stands, conchs, flower vases, table lamps, decorative male
and female forms, wall hanging decorative plaques, etc. are regularly used in aesthetic
purpose. These are sold in different fairs and markets and have considerable demand among
the urban folks.

A variety of forms like ghats, Manasa related forms, horses and elephants, terracotta
plaques with divinities, local gods and goddess, etc. are used in a variety of rituals.
Different toys such as mortar and pestle, small animal forms, oven, toy carts, and dolls
are regularly used in domestic play purpose by children. This is essentially a rural use
of such items and is always sold locally.

New Market opportunity

.
The traditional view of the marketing, “Make something and sell it” will not work in the
economies where people face abundant choice. The mass market is now splintering
into numerous micro-markets, each with its distinct wants, perceptions, preferences
and buying habits and criteria. The successful seller must design and deliver offerings
for well-defined target markets.

● There should be more encouragement from the Government or from the State
Craft’s council to further promote the Craft nationally. More Exhibitions and
Sales outlets should be done to let the common people know more about the
Terracotta craft. Also, a good Network should be built nationally to bring the
Terracotta craft directly to the tourists.

● The Craftsmen should be given more liberty to experiment with their crafts so
that newer Design/Pattern/Motifs can be generated. The Craftsmen should be
given exposure to the outer world so that they know what people like and what
they should add more to their crafts.

● Bringing in the collaboration of mnc’s with the craft will help increase the net
profit of the crafts increasing the market area and production.

● Bringing in more technological aspects which will help the craftsmen to explore
the crafts inn various different techniques and hence enhance the production
and marketing of the craft on a large scale .

If handicraft is merged with technology then it would create a great market opportunity
with a number of beautiful and usable products. A wide range of better products would
be possible with better design and technique. The handicraft would be preserved as
well as technology would be employed.

For instance, we can use terracotta tiles in the form of bold geometric shapes. It can
be used as a reference for the city rooftops showing a traditional as well as a modern
look .

BUSINESS INCUBATOR - A business incubator is a company that helps new and

startup companies to develop by providing services. The artisan should go for their
new ideas.
The Art and Craft of a nation are the bread and butter of that locality. All attempt should made
by the socialist nation to preserve them so also to bring a sustainable development of that
culture

References

Jharkhand Journal of Development and Management Studies XISS, Ranchi, Vol. 15, No.4, December
2017, pp.7507-7525

Cultural Significance of Early Historic Terracotta Art of West Bengal: An Ethnoarchaeological Approach
submitted by Anwita Dutta

http://www.clusterobservatory.in/clustermap/editview1.php?type=&sector=&product=&state=33&district=Ranc
hi

Reddy, S. (1994).
Periodic markets and rural development New Delhi: Ashish Publishing House.

Census of India. 2011. “Area, Population, Decennial Growth Rate and Density for 2011 at a Glance for Ranchi
and the Districts: Provisional Population Totals Paper 1 of 2011: Jhaerkhand”
http://www.censusindia.gov.in/2011-prov-results/prov_data_products_wb.html

Plights of Terracotta Artisans of Orissa: A case study of Kotpad Block. Available from:
https://www.researchgate.net/publication/282245873_Plights_of_Terracotta_Artisans_of_Orissa_A_c
ase_study_of_Kotpad_B