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Review of Literature
Abstract
Crafts of India are widely recognised in the world. Different types of crafts are practiced in the
different parts of the country and Pareo is one of them. Pareo is well known for metal ware craft.
Metal ware utensils are largely used by the Indian consumers. In India, consumers find it beneficial
for the health if they use brass utensils in their daily life.
Manufacturing of brass ware is not so easy in the current scenario of Pareo but the workers have
adapted it. It consists of lots of effort by the workers and they face different types of challenges
during the manufacturing process. Revenue is also one of the major factors in Pareo because the
margin decides the wages of the workers. The whole supply chain is a complex process but they
are beautifully doing it in limited resources. Some case studies and artisan profiles describing the
current livelihood situation and also their contribution towards manufacturing of brass utensils
depict the present scenario in Pareo. Based on these problems and situations, some modifications
are suggested by which they can improve the overall business.
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A cluster is characterized as a geographic focus (a city/town/couple of contiguous villages and their connecting zones) of units creating
close comparable items and confronting basic chances and threats. An artisan cluster is characterized as topographically concentrated
(generally in towns/townships) household units creating handicraft/handloom products. In a common group, such makers frequently belong
to a traditional community, delivering the long-established products for generations. Indeed, numerous artisan clusters are hundreds of
years old Artisan.
Artisan clusters are widespread phenomena in many developing economies. It is evaluated that India has around 3,500 such clusters
delivering an assortment of things including basketry, mat weaving and cane articles, earthenware, folk paintings, woodwork, metal
ware, musical instruments, pottery, etc., with an expected business, as indicated by the National Council of Applied Economic Research,
of thirteen million individuals. There is an across the board clusters in numerous South and East Asian nations, for example, Pakistan,
Bangladesh, Nepal, Bhutan, Vietnam, and so forth. Pakistan has a particularly solid presence of handicrafts clusters.
It has been generally recorded, with huge scale deindustrialization amid the pioneer time frame the artisans and their production endured.
Just about 150 years of colonial rule traversing since the mid-nineteenth century, beginning with the ascent of the stranglehold of the
exchange capital of the East India Company, saw the decrease and breakdown of a great part of the art area as it surrendered to the
demolition of market openings including abroad for Indian craft products, “savage and unequal” rivalry of imports of machine-made
products and the spatial spread of modern industrialization utilizing railroads amid the period.Hence, “most researchers concur that the
effect of machine-made merchandise was destructive for India’s weavers and other experts for the vast majority of the nineteenth century.
Subsequently, de-industrialization occurred yet not in an inadequate, straight and continuous way.
A significant concern was the sharp decrease in the number of specialists in the traditional non-farm activities at the expense of the non-
factory sector somewhere in the range of 1901 and 1951. As painstakingly evidenced and argued by Roy (2005; Chapters 7 and 8, in
particular), with wage work gaining currency “a steady and pronounced de-feminization of the industrial workforce” of the artisan sector
was effected through the double whammy of “barriers to entry into the factory as well as barriers to exit from home to join work-sites
far away from home” (Roy, 2005: 116). All around quickly, ladies specialists were hindered by low speculation (contrasted with their
male partners) in their ability arrangement; seriously confined portability (again contrasted with men) socially just as with reference to
ownership of expertise, capital and innovation; and a specific “sexual orientation freedom” in the work procedure that was composed
distinctively in processing plants by breaking down female work. It has been contended that notwithstanding the upstaging of indigenously
made merchandise by the machine-made items the interest for customary products existed and this endure the specialty area through the
troublesome pilgrim time frame.
People of Pareo still follow the traditional technique. The lengthy process of making of brass utensils starts with melting the raw material,
moulding into nuggets, and flattening and shaping them. 90% of the work is done manually. After the improvement of the power supply,
they use some machines also. But it is their specialty that most of the work is done by hand.
They use earthen stoves buried in the ground to melt plates before shaping them for making brass utensils. Masters craftsmen make the
designs, which have been passed down the generations orally.
Pareo is home to around 1,500 families, mostly belonging to Thathera caste, designated among the Other Backward Classes. More than a
fourth of the families are engaged in manufacturing brass utensils, from melting raw materials to giving shape and polishing.
District labour officials said brass utensil manufacturers in Pareo have generated hundreds of jobs for skilled and unskilled workers.
More than 1,000 workers are engaged in brass utensil manufacturing in Pareo,” they said. Some youth have come forward to become
entrepreneurs.The industry has thus allowed hundreds of villagers to work and prosper without having to leave their homes. People get
work through the year except for the two months of monsoon.
Many people are unaware of Pareo village, 42km from Bihar’s capital Patna, Pareo is a hub of traditional brass utensils in Patna district.
Dozens of big, medium and small utensils are supplied across Bihar, besides this the neighbouring state Jharkhand and eastern Uttar Pradesh
are also into this business. Work in Pareo thrives without the government’s support which is very crucial, but with the determination of
local manufacturers, entrepreneurs and hard work craftsmen. They have not only kept their traditional craft alive but also ensured its
growth. This is a rarity in Bihar, which is mainly agrarian in nature. In the early times, only copper utensils were manufactured in a small
scale, but now Pareo has made a name of itself in brass utensils manufacturing. The craft of Pareo has been practicing by workers since a
long time and that is why this has so much of value. Workers of craft stick to this work because they value it. They have seen this craft and
utensils are being made by their ancestors. They add value to the utensils at every step of manufacturing and feel the difference. Page | 3
 Blissful
Bihar

Page | 4 Page | 5
Bihar : Land of Monasteries
Bihar's antiquity is evident from its name, which is
derived from the ancient word "VIHARA" (monastery).
It is indeed a land of monasteries. Hindu, Buddhist, Jain,
Muslim and Sikh shrines abound in this ancient land where
India's first major empires rose and fell. Where the ruins
of the worlds' earliest university slumbers in the void of
time. The passage of Ganga, flowing wide and deep enrich
the plains of Bihar before distributing in Bengal's deltoid
zone.
The state has its capital at Patna, which is situated on the
bank of holy river Ganga. Bihar is one of the strongest
agricultural states. The percentage of population employed
in agricultural production in Bihar is around 80 per cent,
which is much higher thand the national average. Bihar
is one of India’s most densely populated states, with well
over 850 people per square mile. Its population is nearly
10 crore.
Among all Indian states, Bihar is the one most intimately
linked to the Buddha’s life, resulting in a trail of pilgrimages
which have come to be known as the Buddhist circuit. The
Buddhist trail begins at the capital city, Patna, where a
noteworthy museum contains a collection of Hindu and
Buddhist sculptures as well as a terracotta urn said to
contain the ashes of Lord Buddha.
There are three well-defined seasons: the hot-weather
season, lasting from March to mid-June; the season of
southwest monsoon rains, from mid-June to October; and
the cold-weather season, from November to February.
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80 Feet Statue of Lord Buddha
© Balanced achievement, 2017
Map of Bihar
© Wikipedia, 2008
History
The ancient land of Buddha in Bihar has witnessed the golden period
of Indian history. It is the same land where the seeds of the first republic
were sown and where cultivated the first crop of democracy. Such
fertile is the soil that has given birth to in numerous intellectuals which
spread the light of knowledge and wisdom not only in the country but
in the whole world. Patna is a capital of Bihar which is situated on
the bank of the river Ganga. The state as it is today has been shaped
from its partition from the province of Bengal and most recently after
the separation of the tribal southern region now called Jharkhand.
The fertile land of Bihar has a rich and very ancient history which even
goes back to the very dawn of the human civilizations. Throughout the Mahatma Gandhi during Champaran Satyagrah
centuries, civilizations it remained a ground that gave birth to many © Jagran, 2017
great men who spread the messages of love, peace, brotherhood, and
humanity throughout the length and breadth of the globe. The earliest
history of the Bihar region can be traced in the Hindu epic of Ramayana.
Mithila was the birthplace of Sita, the wife of Lord Ram. As far as Bihar also left its imprint among various events of the
modern history of India. This region provided strong
ancient history is concerned Bihar’s journey started from the post-
Vedic age when there was the number of Mahajanapadas or republic resistance to mighty British forces during 1857 sepoy
mutiny under Kunwar Singh. From this fertile ground of
flourished in Bihar like Vaisali, Magadha, and Videha. The first
empire in Bihar was established by Bimbisara and his son Ajatshatru. Bihar, Mahatma Gandhi Ji started his political career with
his active involvement in Champaran Satyagraha of 1917.
During this period Gautam Bhuddha preached religion of Bhuddhism
and Jaina Mahavira preached religions Jainism. Gautama Buddha The great revolutionaries of Indian Freedom Struggle like
Khudiram Bose, Prafulla Chaki and Chandrasekhar Azad
was enlightened at present Bodh Gaya and Jaina Mahavira succeed
in achieving in present Pawapuri both in Bihar. History of Bihar have a strong association with Bihar.The great nationalists
like Dr. Rajendra Prasad and socialist leaders like Jai Prakash
turned saw one the greatest empire in India. The Mauryan Empire
under some of the adroit rulers of the world like Chandragupta Narayan also from Bihar. Undoubtedly as the history of
Bihar says it contributed a lot to social, cultural, religious,
Maurya and Ashok flourished with the name of the Magadha
kingdom with Patliputra as its capital. Kautilya, the author of political and economic life across the world. The evolution
Arthashastra, the first treatise of the modern. It was during this and spread of Buddhism and Jainism are the most significant.
The political, administrative and economic life also greatly
period that Nalanda and Vikramasila flourished as international
universities providing education to Indian and foreign students. shaped by some of the greatest accounts of these fields like that
of Chanakya and Meghasthenes. Culturally art, architecture,
During this time,great travelers like Meghasthenes came to
India. Great empires of Gupta’s and Harshavardhana also a part the sculpture of Mauryan and Gupta’s have great influences on
of Bihar which further enriches its historical contents. In the many other styles that developed later on. Contribution of Bihar
medieval times Bihar was at its peak during the reign of Sher is praiseworthy because of its ancient universities at Nalanda
Shah Suri who started his journey to Delhi from Sasaram, Bihar. and Vikramasila in the field of education and knowledge. The
music, paintings, dance and songs of Bihar has always been
a driving force of the Indian way. (history of bihar,2019)
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Bihar Tourism
Bihar State Tourism Development Corporation is responsible for the
development of tourism in Bihar and it was established in the year 1980.
Some of the famous tourist places in Bihar are:
1.Nalanda- During the period of Magadha Empire in India, it was a large
Buddhist monastery. It was known for its academic excellence and pilgrim
center in that period. A museum is also there, which has a collection of
Buddhist stupas, Hindu and Buddhist bronzes, coins, terracotta jars, a
sample of burnt rice etc.
2.Bodh gaya – It is the place where Lord Buddha got enlightenment under
the peepal tree. It is one of the most important site for the pilgrims of
Buddhist. It also attract the tourists by its magnificent Buddha statue, the
Mahabodhi Temple and the Bodhi tree.
3.Patna – It is located at the banks of river Ganges and is filled with
architectural heritage and rich culture. Earlier it was called as Patliputra.
Patna is the birthplace of the tenth Sikh Guru, Guru Gobind Singh and
Nalanda University hence an important pilgrimage for Sikhs. Famous places to visit in patna
© etrivandrum, 2019 are Golghar, Guruduara, Museum etc.
4.Rajgir – It is place surrounded by the hills and looks very beautiful. It
is said that both Lord Buddha and Lord Mahavira have spent time here.
5.Pawapuri - It is situated in the Nalanda district of Bihar. It is site for
the jains. It is considered as a sacred place because Lord Mahavira was
buried here in 500 BC.
Vishwa Shanti Stupa
© etrivandrum, 2013
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Patna Sahib
© Tourmadly, 2017
Fairs and Festival
India is a country with diverse culture,
festivals, beliefs & religions .Each state has
its own unique part of cultural heritage &
different way of celebration with friends and
family.
Bihar is also known for its famous festival
that is Chhath Puja. People from Bihar are
too much devoted towards God so festivals
like Saraswati Puja, Diwali, Holi are majorly
celebrated here.
The Festival is celebrated in the Hindu Culture
for worshiping Sun God, also known as Surya.
The Puja starts after 6 days of Diwali and the
person who is involved have to observe a fast.
Fast starts from morning and after thanking
almighty when the Sun gets set, the fast is
concluded with sweets. Another fast of 36
hours is observed by the person till before
sunrise on final day at the river. The person
who keeps the fast is also known as Parvati.
Prayers to setting Sun marks Chhath festival in Bihar
During the time of Chhath Puja, Devotion of © Indiatvnews, 2017
thousands of people is clearly seen near the
river to thank the God and take the blessings.
Also some of
the major Fairs
take place in the
state which is the
important point of
attraction for not
only commoners of
that area but tourists
also love to enjoy
these fairs such
as Shravani Mela,
Sonepur Cattle Fair.
Baby elephant being decorated during the Sonepur Cattle fair
© Clauderenault, 2010
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Arabian Camels at Sonepur Cattle fair
© Patrika, 2015
Culture and Food
Madhubani Folk art
© incredible culture, 2019
The land of Bihar is not only famous for Chath
Puja but also famous for variety of Delicacies
that are featured in Bihari Cuisine. The Exotic
and Scrumptious Bihari dishes are capable
of attracting the taste bud of every tourist
visiting Bihar. The most famous delicacies
that are found in Bihari Cuisine are Litti
Chokha, Naivedyam, Chandrakala/ Pedakiya,
Chana Ghugni, Khaja, Laung-Latika, Dal
Peetha, Khajuria/Thekua, Gur Anarsa etc.
Whenever the food of Bihar is discussed, the
dishes which come in the mind are litti chokha &
Thekua. These two dishes are commonly found
because of the presence of Chath Puja. Thekua
is served as the Prasad in Chath Puja & Litti
Chokha is the authentic Bihari Dish. Litti Chokha
is served as the welcome dish to the guests.
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Bihari culture is the culture of the Indian state of Bihar
which includes Mithila culture, culture of Megadha
and Bhojpuri culture. The main theme of folk paintings
includes the Hindu deities, Lord Shiva and his consort,
Parvati and Lord Rama and his consort, Seeta. The stories
of ancient times are represented in the well-executed
handicrafts of Bihar. Madhubani School of painting, one
of the art forms of Bihar, has received much popularity
and attention. Madhubani, in the heart of Mithila region,
had a rich tradition of wall paintings done with vegetables
dyed by the women of Madhubani. An artist encouraged
the people of Madhubani to attempt their wall paintings
on paper and since then Mithila paintings gained ground.
This line painting generally depicts village scenes, god
and goddesses, human and animal forms etc. Bihar has
a rich heritage culture of handicrafts like wooden tools,
hand-painted wall hangings, stone pottery, leather goods,
applique work and miniatures in leaves and paper.
Paintings of Madhubani are world famous and these
works of art often adorn city homes and are also exported.
Women of Mithila region i.e. the Madhubani artists work
with natural colors on cloth and paper, making works that
narrate religious events and mythological. (culture, 2019)
Litti-Chokha
© holidify, 2019
Crafts
The features of art and crafts in Bihar are the creativeness and intrinsic
beauties. These beauties have been preserved in different forms like
in wooden, ancient stone, structures, metal-wares, grass-clothes and
lacquer. Another feature of Bihar’s handicraft is khatwa works, bangle
making and stone works. Some of the famous art and craft work of
Bihar:
1.Madhubani Painting
Madhubani paintings get its name from Mithila region of Bihar where
it is practised by women. Painting was done on plastered mud wall of
huts and also done on cloth, canvas and hand-made paper. Madhubani
painting depict nature and Hindu religious figures associated with
Madhubani Painting
Hindu god or godness, Natural objects like moon, sun and plants like © craftsvilla, 2016
Tulsi(religious plants).
2. Sujini Embroidery
Sujni art is one of the most famous form of conventional art and craft
in Bihar. This art is generally practiced by women in their free time
at home and created with the simplest of stitches in fabrics or well-
worn pieces of clothes. The craftswomen produce decorative items
such as cushions, wall hanging as well as clothing items such as kurtas,
dupattas and saris etc.
3. Tikuli Works
Tikuli is a form of craft made from broken glass. The craftsmen first
melt the broken glass and then give them design and shape. Harihans
and Patna cities are very famous for Tikuli works. The main markets of
Tikuli are Banaras, Patna and Calcutta.
4. Zari Works
Zari works is famous in Bihar especially in Patna and it is a livelihood Tikuli art
business for many families. The finest Zari art works can be found © travelresponsibly.info, 2019
in chandwas, kanath, pillow-cover, batwas, window curtains, blouse
pieces, sari, covers for musical instruments borders, shamiyanas etc.
5. Textile Printing
Textile printing is other form of cart which is famous from ancient
times in Bihar. Particularly in Patna textile printing is very famous
which is specialized for making chunris having designs like, elephants,
peacock, mangoes, parrot, fish and various deities.
Sujini Embroidery
© mohitanigam, 2019 Page | 11
 Crafts
6. Sikki work
Sikki is a weed or grass that is found on most of the river bank. In
this craft, the craftsman use to turn these unnecessary riverside weed
into beautiful decorative materials. This craft is mostly practiced by
women artisans in Bihar. Out of these grass beautiful toys and wares
are being manufactured. The artisans use to stitch these grasses into
various shapes like elephant, bird, snake and tortoise after collecting
and drying the grasses collected by them. They also put various colors
Sikki work product on the toys to make them more attractive.
© Branding Bihar, 2017
7. Bamboo Work
In Bihar, bamboo work remained throughout the time and ages. It has
been practiced in Bihar right from the pre-historic time, when forest
dwellers tribes were expert in cane in bamboo work. Out of bamboo,
they use to make many necessary and utility items like household
wares, furniture, baskets, woven mats. From cane, they use to make
products like furniture and many other decorative materials. They
have got the adequate skills and technique so that they use to turn
these useless bamboo and cane into useful objects which have great
value in everyday life of the people.
8. Wood Carvings
This form of arts and craft is very famous right from the Mauryan
times. During that period wooden houses were made by carving
out of woods. In Bihar, this ancient art of wood carving is not only
preserved but also it has been the means of generation of livelihood
by most of the people. This form of art and craft is still been practiced
Bamboo Craft in the state of Bihar. The wood carving and inlay work is been done
© blogspot, 2015 with table top, wall plaques, paper cutters and pens are being made by
woods and they are inlaid with diverse material like ivory, metal, stag
horn and chips of different woods. Now also, the capital of Bihar i.e.
Patna is well known for manufacture of carved windows and doors.
9. Pottery Works: Pottery is made out of clay. In Bihar, pottery work
is very common right from the Mauryan and Gupta period this art has
been practiced in the state. There are many places like Nalanda and
Rajgir that has confirmed the existence of this artistic craft through the
archeological excavations carried out in these places. Artisans use to
make beautiful earthen utensils and tiles in Bihar. These artisans have
the skill and ability to do beautiful artistic and painting on earthen
pots. Patna is also very famous for such arts and crafts. Here earthen
statutes of various gods and goddess are also made.
Page | 12 Pottery Work
© Chesslinks, 2016
Globalization of Metal ware Craft
Indian handicrafts have very ancient connection and of very high quality and
also has a history of rich and divine cultural tradition and among its diversity,
the tradition of India’s craft culture always occupies a very special place
owing to its beauty, dignity, form, style and aesthetics. “To portray about
Indian Handicrafts is almost like unfolding about the country itself so vast,
complex and colourful, and yet with a simplicity and charm. The dryness of
the various materials used in Indian handicrafts items, such as wood, stone,
metal, grass, glass, cane and bamboo, textiles, clay, terracotta and ceramics,
makes these products truly unique.
With the passage of time, Indian society and economy has changed very
rapidly. It opened up the opportunity for its economy and adapted to
globalisation in the early nineties. Major changes has also initiated as a part
of the liberalisation and globalisation strategy. Many Indian companies have
started becoming creditable players in the International picture.
At the same time the forces of globalization have great and positive effects
in the long-run in many sectors of our economy and society. The growing
opportunity for handicrafts in global market is observed when the Indian
handicrafts export crossed ₹ 1220 crores in 1990-91 from merely 10 crores in
the mid fifties . Further the Indian Handicraft Export Council has estimated
the export of handicraft goods will touch ₹ 52 600 crore by year 2013
Handicrafts epitomize centuries of evolutionary tradition and include the
products having religious sanctity and cultural significance, like metalware,
pottery, Jewelry, needlework, quilting, and weaving, are the main items
which constitute Indian handicraft industry. Metalware Shop In Fes Morocco by Lindley Johnson
© Fine art America, 2017
India is a hub of a number of elegant arts and crafts. In India, craftsmen use different metals to make art metal ware. Metals like iron,
copper, gold, silver and alloys like bell metal, black metal, white metal, bronze etc. are used to make a variety of art metal wares. Indian
metal craft is famous in world across for its stylish, elegant and intricate designs. The export of art metal ware from India was 4705.64
₹ IN CR in the year 2016-17. The figure is higher as compared to any other handicraft of India. This fact made this particular handicraft
sector an important area for development. When we all our exploring more about the growth ,we found that the figure drop to 3955.81
₹ in CR in the year 2017-18 ,and it also decreases again in 2018-19 to 3762.79 ₹ IN CR
As compared to other handicrafts, art metal ware has a very unique contribution to exports. There are four important craft cluster in
India for art metal ware. These craft cluster are situated in Moradabad (Uttar Pradesh), Bidar (Karnataka), Jaipur (Rajasthan), Balakati
(Orissa) and Pareo (Bihar).
India is now the fastest growing economy just after China. Indian economy experiences the existence of both traditional handicrafts
and modern mechanised production. Though the forces of globalization have broad and positive effects in the long-run in many sectors
of our economy and society. The growing opportunity for handicrafts in global market is observed when the Indian handicrafts export
crossed ₹ 1220 crores in 1990-91 from merely ₹ 10 crores in the mid fifties. Further the Indian Handicraft Export Council has estimated
the export of handicraft goods will touch ₹ 52 600 Cr, by year 2013.
The Handicrafts and Handlooms Exports corporations of India Ltd (HHEC), a Government of India undertaking established in 1962
have been involved in promoting Indian handloom. In the age of globalization, where efficiency meets success, Indian handicraft’s
further prospect lies in diversification of products and markets. In a highly competitive market, Indian handicrafts need to be ahead of
the competitors in keeping themselves informed of current market trend and changes in fashion and design of the consumers.
Page | 13
 Glimpse
of Metal
ware

Page | 14 Page | 15
 Indian History of Metal ware craft Pareo: Introduction & History

Pareo is a village located in the Patna district of Bihar, India.

The history of India’s crafts tradition has evolved over the centuries, which offers the
heritage of Indian culture which promises beauty, dignity, form or style everything.
Form a wide variety and centuries-old stone carving to modern handicrafts which
use glass flags and mirrors. The most popular craft includes metal utensils, earth
utensils, sculpture, woodwork,hand-printed garments and scarves, embroidery and
crocheted items, shawl, zari products, stone carving, and imitation jewelry.
The iron beams of the Konark sun temple in Orrisa and the pillar of iron in the
Qutub Minar in Delhi are evidence of many skills given by Indians in the field of
metal utensils. The casting of bronze art is prevalent in India for more than five
million years. Copper and bronze may be the oldest non-ferrous metals, which are
human shaped tools, metals are part of Indian secrets because each metal has its
own alchemy and healing powers. different metals are available and its vulnerable
nature has made it the basis for various decorative techniques such as inlay, metal
casting, carving, etc. The scope of art metal is immense. Metalcraft has also been an
integral part of Indian culture. Near lotus or water, pitches are found in almost all
parts of the country. In Kerala ‘Urli’,bell-metal utensils are the basic elements of its
culture. Metal lamps in different shapes and designs are part of Indian traditions and
rituals. In Ladakh, decorative kitchen stoves are made by hand. In southern India,
the symbol of metal especially of bronze is considered to absorb the charged energy
of the divine and is stored in the inner sanctum of the temple. This is especially
known for its color enameling and complex engraving in Nello. Delhi is also an
important center for art metallurgist. Pie crust design and a labor-intensive design
is a feature of the place. It provides a wide range of technically harmed ‘Koffarari’ The Dancing Girl
products. Both for utility and decorative purposes.
The metal-wire inlaying has panels and pictures depicting attractive scenes. This
work is mostly found in Uttar Pradesh and Kerala. Kerala is famous for metal
engraving. It is done on making rods, nutcrackers, cutlery, knives, etc. Rajasthan
has excellent work in silver. Spices boxes, casket, and cigarette cases are made
of silver with complex designs. Metal crafts have a wonderfully wide range of
products with different types of possibilities such as metal molding, metal carving,
inlaying work, enameling, etc. Apart from this, it is a widely popular craft in metal
utensils, which is a major subdivision of decorative art collection. 300 pieces of art
in all. They further classified under 8 materials, such as pottery utensils, tins, and
copper utensils, zinc ware, brassware, iron and knives, white metals are not shown
at all and only 5 zinc utensils in each and copper utensils are displayed.
Metalware art is the art of making a piece of the utility of artistic objects by using
different metals. Although various forms of iron, cast iron, wrought iron, steel, etc.
are the most use metal for beneficial products, aluminum, copper and tin. Metal
gold has a very special place in the world of metallurgical science and it has been
traditionally used for its availability in pure form. (culture and heritage, 2019)
Pareo is around 40 km away from Patna city and it is one of the
oldest clusters of the country situated on the bank of the holy
river ‘Sone’. The manufacturing of the metal utensils came from
the Vedic period and its closed proximity to Ashoka Kingdom
Patliputra ensured a steady demand for these products. This
cluster is around 150 years old. As per the administration
records, the town code of Pareo is 245486. The town has 1465
houses. Pareo is a Census Town city in the district of Patna,
Bihar. The Pareo Census Town has a population of 8,435 of
which 4,480 are males while 3,955 are females as per report
released by Census India 2011. (NAC REPORT, 2012)
The population of Children with the age of 0-6 is 1500 which is
17.78 % of the total population of Pareo (CT). In Pareo Census Koilwar Bridge
Town, the Female Sex Ratio is of 883 against a state average © Storage.needpix
of 918. Moreover, the Child Sex Ratio in Pareo is around 845
compared to the Bihar state average of 935. The literacy rate
of Pareo city is 69.06 % higher than the state average of 61.80
%. In Pareo, Male literacy is around 75.89 % while the female
literacy rate is 61.38 %.
Pareo Census Town has total administration over 1,465 houses are Sadisopur, Neora, Painal, Tara Nagar,
to which it supplies basic amenities like water and sewerage. Dayalpur, Daulatpur, Anandpur, Daulatpur
It is also authorized to build roads within Census Town limits Simri, Sri Rampur, Bihta, Bishunpura,
© Pinterest and impose taxes on properties coming under its jurisdiction. Makhdumpur, Raghopur, Kauriya, Sri
The surrounding nearby villages and its distance from Pareb Chandpur, Yamunapur. (Pareo, 2019)
Pareo does not have an airport, railway, and
any specific bus stop. The nearest airport is
Patna Airport. Pareo is 81.8 km away from
Jay Prakash Narayan International Airport,
Patna, Bihar. The nearest railway station
to reach Pareo would be Danapur Railway
station which is 79.3 km and Bihta Railway
Station which is 94.1 km to Pareo.
To reach out to Pareo one can get down
at Koilwar Bridge which is closest to the
village.The best way to reach out to the
village directly is by own means of transport.

Iron Beams At The Konark Sun Temple Premises

© Swarajya
Page | 16 Streets of Pareo Page | 17
© Author
 Supply
Chain

Page | 18 Page | 19
 Supply Chain • Scrap: All the disuse household materials which are made from copper,
zinc & aluminum that is thrown or sold to garbage collectors are sent to
these places. Metal workers procure these materials and recycle them.

• Polish: White composition polish is used to enhance the beauty and

brightness of the stainless steel, stainless nickel alloys, and steel.
Supply chain management is a set of approaches utilized efficiently integrate suppliers, manufacturers, warehouses and stores, so that Polishing stainless steel helps in thoroughly cleaning the appliance and
merchandise is produced and distributed at the right quantities, to the right locations and at the right time to reduce the system-wide avoid scratching it further. It weighs 410 grams per bar and in each
cost while satisfying service level requirements. The process starts from the procurement of raw material and it is transported to the carton box, 6 dozen bars are packed and deliver. The price per carton
warehouse of Pareo. After that, the actual manufacturing process starts and once the product is ready, it is dispatched to the different box is approximately Rs. 1500 which contains 72 bars. These bars are
retailers. easily available in the local market of Bihta and manufacturers can
easily get it.

• Acid: Nitric acid is widely used for stainless steel. Workers use this
acid to clean stainless steel. The process is known as an acid wash in
Pareo. They also use tamarind water to clean the products because it
contains tartaric acid.
Rocks of metal loaded on cart
© Author
• Coal: Coal is used on a large scale for the furnace room. Coal is easily
available in the neighboring cities so sourcing of coal is not a challenge
for them Manufacturing Process

Figure: Flow chart depicting Supply Chain
Sourcing of raw material
• Copper: Copper is a chemical element metal. It is soft, malleable
& ductile in nature. It has high thermal and electrical conductivity. It
is denoted with the symbol Cu and it is present in the periodic table
with the atomic number 29. Mostly Pure Copper is used for different
applications, but when greater hardness is required, it is converted into
alloys like brass and bronze. It is the first metal that gets manipulated by
humans.
Sourcing of copper is majorly done from Delhi and Mumbai. It takes
about 20-30 days to receive the ordered quantity from the time of order
placement. The mode of transportation is either by railways or roads.
The price of copper in the current scenario is Rs. 430/kg.
• Zinc: Zinc is a chemical element. It is denoted with the symbol Zn
and it is present in the periodic table with the atomic number 30. It is a
bluish-white in color. It is lustrous and diamagnetic metal. Zinc is a good
conductor of electricity. Zinc is widely used in corrosion-resistant zinc
plating. It also applies in electrical batteries, small castings, and alloys
such as brass.
Sourcing of zinc is done from many parts of the country, but majorly
Page | 20
from Kolkata. Once the order is received by the vendor, they start
the process of packing and shipment. It takes 20-25 days’ time to
deliver the ordered quantity. The mode of transportation is either
by railways or roads.The price of zinc in the current scenario is
Rs. 210/kg.
• Brass: Brass is an alloy composed of copper and zinc in a fixed
proportion. The color of brass varies from reddish brown to light
yellow and this variation in color occurs due to the amount of
zinc present in the alloy. The more zinc you add, the lighter the
color. Brass is a good conductor of heat. Brass becomes harder
and stronger than copper with the presence of zinc in it, but it is
not as hard as steel. It is easy to form various shapes with brass
and our mixing proportion also varies depending upon the desired
outcome shape. Brass is widely used in the production of pipes and
tubes, weather-stripping, screws, musical instruments, radiators
and cartridge casings for firearms.
Chemically, the composition used by the workers of Pareo to make
brass is 60% Cu + 40% Zn. They generally use 10:7 proportion to
make brass, this means they use 70 kg of zinc in 100 kg of copper.
Transportation of Raw Material
Once the order is confirmed to the supplier of raw materials, the next
step is transportation. It is a process of flow of things from the point of
the supplier to the point of the buyer. This one is considered as a critical
work because there is so much of risk added to it. Risk involves damage
to raw materials, theft, etc.
Talking about Pareo, transportation is not so easy because of the
damaged roads. Generally, the suppliers use the cheapest and easiest
way to transport the goods which are railways but it is only going by
train if the order is of huge amount. If the order is not huge then the
supplier needs to send the materials by road. The time taken to cover
the distance depends on the mode of transportation. By road will take
less time as compared to by railways. The mode of transportation also
affects the cost of transportation.
If the material is coming by road then it can directly go to the place of
the warehouse. However, the road is not well but it has a clear passage
for the flow of tractors. Now the materials which are sourced and the
cost attached to it of transportation are shown in the table below:
Nearest railway station- Bihta (31 km away from Patna junction). Once
the train arrives at this station, the workers unload the material and
load it on tractors/carts. Then by road, it is delivered to their respective
warehouses.
Material Price/ kg in INR Mode of transportation Transportation
Copper 430 Road/ Railways
Zinc 210 Road/ Railways
Coal 6 Road
The process starts with the melting of the scraps and forms into
cakes. Forming of cakes is called casting of iron. Then these cakes
again go in the furnace and sheets are produced. The brass sheets are
produced in a fixed ratio of copper and zinc. After that, the sheets
are passed through a milling machine which is used to trim the
edges of the sheet in order to avoid the cracks. Then the sheets are
ready to give the desired shape. Different workers are assigned with
different works. Different utensils are made by a different group of
workers. In the process of making a plate, they use a hammer and
hit continuously. For wok, a hydraulic machine is used to give the
curve shape to the sheet. For a globular water container, the melted
iron directly transferred into molds and allowed to solidify. Once
the desired shape is given to the sheets and then acid wash is done
to remove the impurities. Nitric acid and tamarind water solutions
are used by the workers to clean the stainless steel. After that, the
next process is polishing. Polishing is used to enhance the beauty of
products and gives a shiny look. Also, it adds a layer which helps to
protect against dust and maintain its beauty. It also helps it removing
marks that occur during the manufacturing of brass. At the same
time, the designing part is done with the help of certain tools. Once
the product is made then the last part of the production is done which
is the packaging of the products. In Pareo, there is no need to go
to the factory for the packaging of the products. The products are
transferred into your house and you can pack it in your respective
Source station
Time in days
20-25 Delhi,
Mumbai
20-25 Kolkata
10 Patna Page | 21
 Product Range
houses. Then the finished products are ready to dispatch from
Pareo.

Transportation of finished product

Once the product is made it is ready to be dispatched. The

manufacturer notifies the company through the phone that your
product is ready to dispatch. Then the company sends their vehicle The metal utensils which are manufactured in
to receive the goods and send them to their retailers in different Pareo are mostly kitchen ware. All the utensils are
places. The companies who place an order for the manufacturing made from bronze and brass. There are a variety of
of different products are also responsible to transport the product products which were there and these are:
from manufactures houses. The supplier is the bearer of the cost
of transportation. Again the mode of transportation is either by • Kadhai
railways or roads. • Kathoti
• Serving Spoons
Retailers • Parat
• Plate
Retailers play a very important role in the selling of goods. • Tokna
People are moving towards the plastic made products which is Finished Product : Kadhai • Lota
a very bad sign for the craft of Bihar. Finished products are sent © Author
to different parts of the country to meet the supply and demand The price range of these products varies according
of brass utensils. Goods are transported to many places in the to the weight of the product. Different product
country but majorly in Patna, Kolkata, and Nepal. Retailers need perceive different price as per the finishing also,
to showcase their product in such a way that people get attracted the utensils which were being produced are sold as
to the product because it is the retailer’s responsibility also to finished product with proper polishing and aesthetic
create the demand in the market. appearance.
Lota stacked in a retail store at Pareo
Customer © Author
Everything is manufactured, it is for consumers. It is very
necessary to maintain the demand for these products. Many
consumers understand the value of these handmade products
and buy it purposely and many consumers need to know the
importance of these products. If consumers are buying these
products then they are indirectly promoting the craft of Bihar.
It is beneficial for the workers who put lots of effort to make
these products. However, the Chinese market is being a major
competitor these days. They are dominating the market with their
low price products and it is very easy to attract the customers
towards the products at low prices. Consumers need to understand
the difference between these products and the importance of our
products. Yes, it is a little costly than the Chinese products but it Retail shop in Thatheri Bazar
is durable too. © Author

Page | 22 Page | 23
 The
Making

Page | 24 Page | 25
Manufacturing Process • Sand mold making: They use black sand to form the mold of the
desired shape of cakes. The sand consist of some amount of moisture
which helps the particles of sand to stick together. A frame is used by the
workers which are made of metal and they fill the sand into the frame and
When all the raw materials are procured then the manufacturing process of utensils starts. In this manufacturing process, workers convert get the desired shape of the mold. They make the mold of cake shape.
the raw materials to finished utensils and then it is transported for further usage. The process starts with the melting of the scraps and Once the cakes are made, they again dissolve the sand mold and make
gives the desired shape. The process flow in manufacturing house is given below: another mold with it.

Making of sand mould

© Author

• Casting: It is a process in which a liquid material is poured into a

mold to get the desired shape. Molds are the formats of the desired
shape. Once the liquid is poured into the molds, then it allowed
solidifying. The molten metal is poured into molds of the desired
shape and allowed to solidify into slabs called cakes. When the cakes
are solidified, they are dumped out of molds and that is how the casting
process is done.

Molten metal poured into the mould

© Author

• Sheet making: The cakes are placed in a furnace chamber

and are reheated until they reach the desired temperature. The
• Metal scrap melting: First, the metal workers separate the temperature depends on the final desired shape. To reduce the
chemical elements according to the desired quantity. They generally thickness of the brass and make it flat, it is passed through a
mix 70 kg of zinc in 100 kg of copper or in the proportion of 7:10. series of opposing steel rollers. After every action, some of
After separating it goes for melting. The appropriate amount of the thickness gets reduce and becomes flat. This process is
copper scrap is weighed and transferred into the furnace chamber called breakdown rolling. This process repeated many times
where it is melted at about 1,050°C. When the copper melts, an to achieve the desired thickness, strength, and degree of
appropriate amount of zinc is added for further process. Zinc get hardness. At this point, the brass sheet is obtained. The sheets
vaporizes during the melting process, then some additional amount are stacked and leave it for at least 12 hours to let it cool down.
of zinc is added to compensate for the loss.
Metal sheets
© Author

Page | 26 Melting of scrap in furness Page | 27

© Author
• Side trimming: when the sheets get cool down it goes for the
side trimming. The brass is passed through a milling machine
which helps to trim. This milling machine is called a scalper.
This machine cuts a thin layer of the outer faces of the brass.
With trimming, it helps to remove the oxides which may have
formed on the surfaces as a result of the hot metal’s exposure
to the air and also remove the cracks held at the edge of sheets.
Artisan cutting metal sheet
© Author
• Desired shape: When the sheets are ready it is distributed to the different
manufacturers and each group of manufacturers works on a similar kind of
utensils. With the help of different tools, the worker gives shape to the sheet.
Beating – Beating is the process that is used by the workers to flatten the brass
plates shaping the plate. Generally, the molds are engraved in the earth’s
surface and they put the sheet over them and hit the plates. Beating is also
used in designing the wok. A rod-like structure is partly inserted in the earth’s
surface and they put the unfinished utensil over them and hit by a hammer.
Plate- Brass sheets are distributed to the workers and they give the shape of
the plate to sheets. Workers use hammers and place the sheet into a mold. By
continuously hitting the sheet which is on the mold it takes shape of a plate.
Wok- To give the shape of the wok to the sheets, a hydraulic press machine
is used. Sheets are placed in the machine on the curved surface and the
hydraulic press is done from the above. This is how a brass sheet takes the
shape of work.
Globular water container-Melted metal is poured into a mold and leave it for
Hydraulic Press Machine cooling. Two semi sphere utensils are made and then join it to make a whole
© Author container.
• Acid wash: Despite having high corrosion resistance in nature,
brass is not immune to tarnishing. Continuously using brass and
exposure to oxygen makes the brass lose its luster. It is the metal
that needs care in terms of polishing for a glowing surface and a
long life. This is why acid wash is done to clean the product and
make it lustorus for longer duration. Nitric acid is generally used
by the workers to clean the products. Also, they use tamarind and
water solution to wash these products as it contains tartaric acid
which is a powerful antioxidant.
Page | 28 Washing of the utensils being done by an artisan
© Author
• Polishing & designing: Polishing is widely used by the manufactures
to make the utensils shine. It also adds an extra layer to the utensils which
protect from dust. “Dara” all-purpose bar compound is used by workers
for the pre-finishing need for metals. It is a highly abrasive compound
that can remove all cutting, milling, turning and power press marks with
a single use.
For plate - This process Dhuna (laah) is mixed with flax seed oil and let
it be to dry. After that whenever we need to stick a plate on the roller
machine, a little heat is applied to this dry solution and this allows us to
paste the plate with roller machine. Now when the plate starts rotating
the designing and polishing process is done. A knife like structure
shaped tool is used to design the plate with certain lines and marks. And
then polishing is done by the workers. Workers should be gentle while
polishing the plates because too much scrubbing can make the surface
hard and ruin the plate. It also affects the aesthetic appearance of the
plate.
For works and globular water container-Designing and polishing is done
by hand and no machine is used.
After polishing and designing, the products are allowed to dry it properly.
Polishing of utensil being done by Artisan
© Author
• Packaging and labeling: Packaging is done to protect
products for distribution, storage, sale, and use. In Pareo, there
were some houses which are responsible for this work. They
do not need to go to the factories only for packaging. The
packaging material is delivered to their respective houses and
they can start their work.
The process starts with labeling. Labels in the form of stickers
are provided by the parent company and workers paste it. Then
the product is enveloped by a packaging material (polythene).
Then a set of products are put into a carton box and seal it. After
packaging the product is ready to be transported and sold in the
market.
Utensils packed in polybag with label placed in center of product
© Author
Page | 29
 Costing of
Products

Page | 30 Page | 31
Costing of Products
Raw Material Cost
Table: Energy consumption scenario at Pareo brass cluster
The Raw materials which are used in metal ware of Pareo is generally copper, zinc, nickel and brass. Various Raw materials are sourced
from different places in the country & their rates also vary as per their quality. The rates of the raw material also vary according to the
fluctuation occurs in the share market. All the raw material gets transported from different mediums either it be road or railways, this
whole process takes around 20-25 days to get the products delivered in the village. The prices of the raw material are also dependent
upon the transportation cost & days involved in getting the material. Raw material can also be achieved by the scraps, whole metal scrap
has been sold to the manufacturers & from that scrap, all the metals get separated according to their type. For example zinc, copper,
brass all gets separated. The cost of this scrap metal is slightly cheaper than that which comes from different cities in pure manner. But
separation of scrap involves time as well as labor cost too.
• Zinc is sourced from Kolkata and the price of per kg is around 210Rs.
• Copper is sourced from Delhi or Mumbai at Rs430 per kg.

Manufacturing Process Cost

Each and every step of manufacturing, involves cost & this cost vary from process to process. The cost given to labor depends upon the
type of job they’re performing & how much output is coming from their input. Labor cost is generated on the amount of work done in
kilograms, the more kgs output receives the more money will be given. The wage grade has been set according to the job for example Table: Electricity and fuel consumption
if a worker is just loading & unloading the products. Then his wage will be lesser than the one who operates the furnaces. The wage of
loader is around 8Rs per kg than the wage of labor who is dipping is 18Rs per kg. All the products are handmade & the output of finished
products lies in the hands of the artisans. That is the only reason of differential wages system here.

Product Cost
Handmade products are expensive as compared to machine made products. The products in Pareo are handmade as well as machine
made. So the costs of the products are well efficient in terms of product quality given. Here the artisans or the manufacturers don’t
believe in higher profit rates but they believe in giving the best quality pure metal ware to the customers. This is the reason the products
are comparatively cheaper in regards to products from other places. While selling the goods to the wholesalers, the manufacturers keep
around 5-7 Rs of profit margin per kg. And while selling the goods to the retailers or the vendors directly, the profit margin is kept 7-10
Rs per kg. Table: Raw Materials Used

*Each product manufactured by using 60%of copper and 40% of zinc.

*price of 1kg copper = 430 , 1kg zinc =210

Raw Materials are mainly used as a mixture of zinc and copper. Most of the units bring old brass scrap as a raw material for manufacturing
new articles.

Table: Production capacity (in kg per year)

Page | 32 Page | 33
 Survey Analysis
Our class was divided into several groups and we altogether conducted a survey to get some actual data. We have done the survey with
the artisans of Pareo to collect data. These data tell about the current scenario of Pareo literacy, government support, internet knowledge,
etc. Through this survey we collected responses of 103 artisans of Pareo. Now the responses are listed below:

Table: Cost in manufacturing certain products.

Awareness of internet Facebook Activeness Bank Account users

Table: Machinery cost
All the machines and equipment are available from local manufacturers .The entrepreneur need to ensure proper selection of product mix
and proper type of dies and tooling to have modern and flexible utensils designs.
Digitally Activeness
This figure depicts the responses that how many people know how to use the internet. With these responses, we can assume that 50%
of the people are unaware of how to use the internet. This is one of the major problems in marketing planning also. They are not on
online trading and the reason is specified in this response. In today’s world, people are rapidly switching from offline to the online stores
so the products of Pareo must be available on e-platforms. By this, both buyer and supplier get benefitted in terms of time and money
respectively.
When asked about the facebook account, this is the result we got. As they are not active on the internet so they are not connected with the
social media sites and also unaware of its power. Today all the big companies are doing social media marketing. It is not only enhancing
the relationship marketing but also increasing the business. It is an easy way to connect the people with the market and suppliers can
reach up to a large number of people.
Only 67% of people are having a bank account. They use it in offline mode. They do not have apps of their bank in their phones. There
was only one bank situated there and that is the Canara bank. People are having an account in this bank only. People use this bank only
to save money, not in terms of the loan.
Through these responses, we can conclude that they are not much digitally active in the age of technology. And even they don’t want to
digitally active because they do not have much trust in these apps and they do not find it useful. It is happening because of unawareness
among the people.
Literacy
This is the result of people about their knowledge of English. Literacy is a major
factor, why Pareo is not earning good profit. This is affecting the marketing
business of Pareo. This drawback is somehow affecting the advertisement of metal
craft and awareness among the people. Also, they are not able to get the advantage
of any policies or schemes related to this.

Page | 34 Page | 35
English Awareness

Craft
They don’t want their children to do
this work because they don’t see a good
future in this sector. They struggle a lot
to earn money and they want a better
life for their children. That is why they
are educating their children by sending
them to school. However, at the same
time, they want that their children
should know this craft and appreciate
it.
Pass this craft to next generation
Flourishing of craft in future
They were not happy with the
government actions towards
this sector. They think that the
government is not active in this
sector. Also, they are not getting
any benefit of government policies
and schemes if the government is
providing any.
Everyone wants that their hard
work must be appreciated by the
world but due to lack of literacy,
unawareness of marketing, etc
leads them to a non-progressive
point.
Page | 36
Appreciation of craft by next generation
Yes, they want that their
children should appreciate
this craft but not take it as a
profession. They completely
agree with this. This craft
needs lots of hard work to
make a beautiful utensil and it
is fully handmade so they want
that it should be promoted
on a large scale and widely
recognized by our country and
abroad. Yes, they want that
Recognition to the world their work must be appreciated
by the people and flourished
in the future. India has always
been a place of rich art.
Demand of metal ware
Promotion of this craft
Training
No, it is the common answer
to this question. They are
seeing that their ancestors/
parents/family members are
doing it from a long period
of time and by watching and
practicing, they also learned
the procedures.
Received any formal training Need any training
They need formal training but in the field of advanced technologies, marketing, efficient procurement of raw material, etc. they can and
they are making beautiful utensils and are experts in this but it is only one aspect of the supply chain. Other aspects must be done in a
strategic way so that they can earn more
Government Support
Yes, it lacks commercial support
but in terms of awareness not in
terms of unity among the villagers.
As people are not much literate so
they are not into business much.
They only focused on the products.
They were not happy with the
government actions towards
this sector. They think that the
government is not active in this
sector. Also, they are not getting
any benefit of government policies Lack of commercial support Supportive policy from govt.
and schemes, if the government is
providing any.
Page | 37
 Creative
mind
behind the
scenes

Page | 38 Page | 39
Artisan Profile
1. Name- Manjeet Kumar
Manjeet Kumar owns a Retail shop of Utensils in Pareo. This business was started by his grandfa-
ther nearly 60 years back, then his father was doing it and now he’s the owner of this venture. Earli-
er he was into manufacturing of metal ware but later on due to extended huge family, the 4 brothers
split their venture 7 years back. One of the brothers is involved in manufacturing, one in segregating
metal, one in transportation & he himself in retail shop. Manjeet Kumar took Bank Loan to open
up his shop. All the products comes from different areas, some from Moradabad, Patna & Kolkata.
The customers are from different cities of Bihar, not all the customers are from village area. He feels
Retailing is better than manufacturing because, there are higher margins in finished products sold to
customers rather than selling to wholesalers.
2. Name- Anita Devi
Anita Devi is a married woman with a son. She is a Housewife as well as Helping hand to his
Husband who is handling the finishing of utensils. They own 2 finishing machines in their home
& whenever her husband is not in village, she handles all the labor & if anything is needed, she’s
responsible for that. Nearly 4 labors work under their business. Their entire family’s income comes
from this venture.
3. Name- Sunny Kumar
Sunny Kumar is the son of Anita Kumari, who is into finishing of products, but He joins other work.
He’s into segregating of metals from scrap. He is 18 year old boy who studied till 10th class & left
his studies to earn money. He was not interested into studies & wanted to earn money in a small age
so he joined this metal segregating job. He is working since 5-6 years & earning well to take out all
his expenses.
4. Name- Sanjay Kumar
Sunjay Kumar, a 23 year old young boy who had to start work at very early age of his life because
of his family conditions, is perusing graduation from Patna University. He lives a very hard working
life. He works at day time and studies at night while ensuring all the needs of his family. His work is
to cut the metal sheets in the shape of utensils. Even after so much work and struggle he is preparing
for competitive examinations so that he could live a better life and fulfill his needs.
5. Name- Deepak Kumar
Deepak Kumar is a married man having a 10 year old daughter. He’s been in this industry from last
15 years. His work is to mold the raw materials. Even after all the struggle he is sending his daughter
to school and want her to live a better life. He sometimes work overtime to fulfil his family needs.
Page | 40
Case Study
Case 1: Empowerment of Women Owned Enterprise
Under the credit guarantee fund scheme, 80 percent guarantee cover will be provided to micro and small enterprises operated or owned
by women.
• Under the MSE-CDP financial assistance, up to 90 percent of the cost, subject to a ceiling of Rs 9 Crore, will be provided for cluster
development exclusively for micro and small enterprises operated or owned by women.
• Associations of women entrepreneurs will be of use to under the MSECDP in establishing exhibition centers at central places for
display and sale of products.
• To encourage entrepreneurship among women, 50 percent concession in fee would be given to women candidates in entrepreneurship/
management development programs conducted by SISIs.
Manjeet Kumar Sanju Devi, who was born in a Pareo, has own retail store in the village. However, Sanju Devi
© Author has taken a diploma in her political position, but after marriage, she is always in the housework,
and one of them is Sanju Devi or it can be said that after the marriage of a woman her studies
there is no existence of anywhere he can not take his decision. Sanju Devi’s husband was
employed in a factory in the city and likewise, everybody’s life was going on in all the houses
of the village. Due to the heavy loss, owner decided to close the factory and it has its effect on
all those people whose have only this support. When the village was not able to recover from
such condition, Sanju Devi started a factory to make a small item of items made from a small
metal such as utensils and manuscripts in the village. Sanju did a diploma because of this she
had a great experience in this and her husband was also working in factories. In this work, all
the people of the village who worked in factories also started working together and she inspired
to those women who work only at home,she inspired to do work on her factory. Sanju Devi
added everyone and started a Jeevika program in the village, so that everyone should be made
Sunny Kumar aware and the men who will make the metal utensils,women will go to other villages to sell their
© Author product. The same prgram she started to make aware and suggested that everyone doing this for
this we will be the owner of our work, encouraged to open their own Manufacturing factories
in small villages, when his work became famous then the Bihar government paid attention to
it and it was approved by Skilled India. Skill India’s work to reach out out to all and gave loan
throgh MSME.Now sanju devi have a own retail store.she gave employement the unemployed Sanju Devi
people of the village. © Author
Case 2: Ram Prasad
Ram Prasad who was born in poor family in Pareo, 47 years ago owns a retail store in the village.
When Ram Prasad was born, the family members were engaged in metal ware work in the
village. His parents as well as his grand-parents were working as labourer in metal ware small
Sanjay Kumar firm in the village. That time they do not have enough recourse to earn their living. Even they
© Author do not have enough money to feed family for two times in a day. Due to continuous effort from
his parents they when Ram Prasad was 8 years old, with little savings, they started practicing the
work in their corner of their small home.
Along with their parents and grand-parents, Ram Prasad stated helping in the work of metal
ware. Due to financial problem and lack of interest he doesn’t went to any school. He got the
knowledge of numbers and alphabets from his father only who has studied till class 2. Soon
his grand-parents expired and then he started doing work of metal ware along with his parents.
Here also they face the problem of marketing of the end products. There was lack of shops in
the village from where these materials can be sold.
When he was 27 years old, he got married and now he has two sons. After marriage also, he
continued the same profession along with his parents. He wanted to do some other work and
wanted to go to city to work, so that he may earn more money. In the village most of the youth
has migrated to some big cities due to lesser demand of metal utensils and lack of market Ram Prasad
Deepak Kumar © Author
© Author Page | 41
opportunity in the village. But due to illiteracy and family pressure he chooses to stay in village and continue the work of metal ware
along with his parents.
With time his parents grew old, and were not in the condition of doing work. In this case, he started working solely but due to lack of
marketing opportunity, he was not enjoying the work. It was very difficult to manage the whole work alone. Soon his parents expired,
and he was very broken from inside. He was not able be manage whole work. The condition of the family started decreasing. He started
thinking about the family condition. So he decided to open the retail store, as he was finding it very difficult to managing whole process
of manufacturing. He faced very difficult in arranging the financial requirements for the same. It takes one year but still he could not
arrange the financial requirements for the same. Afterwards, he was succeeded with getting the loan of Rs. two lakh from the bank as a
part of one of the Bihar government scheme for developing entrepreneur.
So he succeeded in opening the retail store in the village. Now his store age is eight years. In initial year of the store he use to sell the
items which he has manufactured and later own he use to get the material from his village only. His income increases gradually and now
he use to earn around rupees fourteen thousand to rupees fifteen thousand in a month. In the weeding and festival season, the sale use tpo
double due to increase of demand of the products. He use to sell products like Thal, Parat, Tasla, Lotta, and glasses, Plates, Diya, Kitchen
set, and Karahi. He also use to repairs the product and also use to manufacture when order came from local customers. Retail shop is
the only source of his income. In future he plans to do same job and wish that his sons complete their education and become engineer as
he is aware of the market trends.
Challenges faced by him:
• Illiteracy
• Lack of finance
• Lack of marketing opportunity
• Outdated technology
• Lack of skill
• Lack of Land for future growth
Case 3: Mukesh Kumar
Mukesh Kumar is 34 year old man who lives at Pareo in Bihar. He was born in the
metalware family where his father was practicing the metal ware in the traditional way.
His family was very poor and does not own any means to live a respectable live. Then his
family owns one destroyed kuttcha house and even they doesn’t hold any agricultural
land. There family was primarily depended on the metal ware work and does not hold
any machine or updated tools. Despite of the poverty, their parents wants him to study.
He went to a government primary school situated in the next village where he completed
his education till 5th standard. His family has been working in metal ware craft since
he was a child. Since the childhood he was seeing his parents and grand-parents doing
the metalware job, he was also motivated to do this. When he use to go to school, in
the spare time he use to help his parents in doing their job. This motivated him to do
this job very much since childhood. As he was living with artisans he was motivated
by his parents and grandparents to do the same job. The condition of his family further
detoriated and this forced him to migrate to the city at the age of 20 years so that he
may earn some good money. Meanwhile his parents also grew old and were not in the
condition to work. This forced him to return to Pareo with little savings he has done
while working as laborer in the city. Again in the village he got the opportunity to work
in a metalware work as he has got the skill while he was there in the village before. Mukesh Kumar
At the mean time he got married and has two boy children and one girl child. © Author
With some savings in the hand, he decided to open his own retail store in
Pareo so that he may earn big profit. In this move of opening his own store his wife supported him very much and also offered
him her jewellery so that he may arrange money for the same. But he refused to take the jewellery and managed the money
from other sources. So in year 2013, six years back he succeeded in opening his own store which he manages solely. For
opening the store he requires the big sum of money which he has borrowed from his friend, relatives and money lenders.
In the initial stages there was very little profit as there were very little customer. With time the customer base increased is nearly Seventeen
thousand to Eighteen thousand. And in future he wants to expand his size of business by expanding the range of products availability in the
Page | 42
store. Now he use to sell Thal, Parat, Tasla, Lotta, and glasses, Plates, Diya, Bucket and Karahi. Sales are high during festivals and wedding
season, as the demands for these products increases during this period. Apart from selling the products, he also repairs or makes the product
as per customer demand. He gets the material from his village only, which he use to market the product. He also wants his son to continue this
business as the profit is increasing day by day and the standard of living of his family is also improved since he has started retailing the products.
Challenges faced by him:
• Lack of finance
• Lack of marketing opportunity
• Outdated technology
• Lack of skill
• Lack of Land for future growth
Case 4: Tulsi Kumar
Tulsi Kumar is a 60 year old hardworking man born in Pareo Village of Bihar. He
has studied till 10th class and after that he joined his father’s metal ware business for
earning money at an early stage of life. He is married and having 2 sons and both of his
sons are also into this business now. He quit his study because at that time the situation
of the village was very low & he saw a hope coming in this business.
Then he initiated a discussion among the people living in same village & asked them
about their opinion for the same business. Few people got agree, few refused but his
aim to convert Pareo in a metal cluster was so passionate that he convinced almost
everyone from the village to contribute their efforts.
After uniting the whole village, he introduced them about machines which could make
their work easier. Till that day everyone in the village used to make utensils by beating
them with hands. When everyone started putting their efforts and selling the products
in low margins, the reach of the customers got increased. Some of the government
officers came to the village to see the inputs of artisans.
Government officers were impressed by the hard work and dedication of the artisans
and they have observed lack of machinery due to which the cluster was facing so many
problems. So after visiting Pareo, The Government introduced a Project of 1 Crore
and 20 Lakhs, in which they spent 20 lakhs to build the factories in the village and rest Tulsi Kumar
money was spent on the installation of very first rolling machine. © Author
The work flow got smooth after the machinery and a lot of people got employed. Each and every villager wanted to start working for the
cluster & started saving for the machinery installment. Now the artisans are doing great, some of them are involved in beating, some in
melting, some in finishing & transportation etc.
The Hard work of Tulsi Kumar pays off really well that Pareo is now renowned for its good quality & cost effective metal ware. But the
Aim of Tulsi Kumar doesn’t stop here, he want to establish this cluster at a level to compete with other metal ware manufacturers. As the
Pareo village is a small village, the opportunities of growth are less. To expand the business, land is required at a larger scale and that is
the biggest challenge here. There are some financial challenges as well in the area because of availability of only one bank in the village
and lack of technical knowledge also. Tulsi Kumar himself is having a Bank account in the village and during the conversation, it was
seen that all the income generated from the venture comes in the mode of cash. The involvement of Bank is nil and he’s not aware about
the benefits of keeping money in bank.
During the visit, it was clearly visible that artisans are not too much aware about technology and smart phone. Marketing and meeting
of new vendors are done by the use of telephonic conversation only. Approaching new Vendors in mass is tough for the manufacturers
without the use of technology.
Challenges faced by him:
• Financial Balancing
• Marketing the Products to Mass
• Lack of Technology and Lack of Land for future growth
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Government Initiatives
Pareo Village is not known nor famous, 42 km from Bihar’s capital Patna, which is a hub for traditional brass utensils manufacturing
units in Patna district. Dozens of big, medium and small units supply brass utensils across Bihar, as well as to neighboring Jharkhand
and eastern Uttar Pradesh.
Work in Pareo thrives not with the government’s support, but with the determination of local manufacturers and entrepreneurs and
hardworking craftsmen. They have not kept their traditional craft alive but have ensured its growth. This is a rarity in rural Bihar, which
is mainly agrarian in nature. Despite fast-changing lifestyles and habits, including changes in cooking utensils, brass utensils, considered
auspicious, are still in high demand, particularly in rural and semi-urban areas. The utensils used for offering prayers and rituals, at home
and in temples, are helping brass utensils manufacturing units in Pareo thrive.
Government apathy
There is government apathy towards the small manufacturing units. The government does not ensure the easy availability of raw materials,
nor does it ensure an uninterrupted power supply. There is a lack of facility for taking loans besides a lack of essential infrastructure.
“There is a lack of government support to brass utensil manufacturing units at Pareb.
There is only one bank branch in Pareo despite the manufacturers’ consistent demand to open more branches to facilitate easy loans to
entrepreneurs. The single branch of a nationalized bank started more than four decades ago and has been the only one catering to the
manufacturers for all these years. “For small manufacturers or for those running their units from homes, it is difficult to get loans from
the bank to develop their business,” says Mahender Kumar, who runs a small manufacturing unit from his home in Pareo.
Thriving business
There are nearly 25 big and medium-sized brass utensil manufacturing units and about 35 small units in most of the houses in Pareb.
There are no less than 50 retail and wholesale shops selling different brass utensils in Pareo.
People are engaged in doing some of the other related work like flattening plates with a hammer, giving shape to pots or bowls with
chisels, and polishing utensils.There are several units running from homes, shops, and workshops in the bylanes of Pareo. One can hear
the loud sound of hammers, wooden mallets, metal chisels, scissors and running machines from the units. Pareo is probably the only
village of its kind in Bihar where manufacturing units are running successfully. It is the only village that pays the highest revenue to the
government in terms of electricity bill and other taxes.
Increasing demand
With the demand for brass utensils increasing in recent years, manufacturers admitted that their business, as well as profit, has improved.
With the income of people, particularly in rural areas and small towns, increasing, they gift more brass utensils while giving their
daughters in marriage and for religious rituals. A few years ago, villagers used to migrate to Nepal, Moradabad, and Gujarat to earn a
livelihood, due to a slump in demand. “Now, there is no issue of livelihood and earning following the increase in demand in the last few
years. More demand is a positive sign for manufacturers as well as for workers, as they get to earn more. Ravi who is a manufacturer
in Pareo says, through the year there is demand for brass utensils, but it peaks during the traditional marriage seasons, locally known as
lagan, which is usually held in March, April-May, and November-December.”
Way forward
GST has created problems and is not helping their business grow. By paying 18% GST on raw material and 12% on finished items the
utensils become costly for buyers & demand also gets decreased in the market.
According to manufacturer Dileep Prasad, brass utensils manufacturing may not be an important thing for industrialized states, but in
Bihar, it is of worth since it offers livelihood to hundreds of rural families.
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Description of Inter-relation between MSMEs and their functions in a holistic environment:
The ministry of MSME(Micro,small and medium enterprises), a branch of the government of india,is the apex body for formulation and
administration of the rules and regulations and laws relating to Micro,small and Medium Enterprises in India.Head of the ministry is
the Cabinet is the cabinet minister Giriraj singh. The MSME always need to keep an eye on the development of the industrial sector of
India. If any cluster or industry need support from the government then MSME turn up to play their role, which is to provide them all
the necessary support.
This Pareo cluster needs immense support from the Government of India So MSME, always need to keep an eye on the development of
the industrial sector of India. If any cluster or industry need support from the government then MSME turn up to play their role, which
is to provide them all the necessary support. This Pareo cluster needs support from the Government of India. So MSME, Patna come
forward to support them to improve their infrastructure. Ministry of MSME initiated to improve their infrastructure. Ministry of MSME
initiated to improve their manufacturing level by introducing them with new machineries, MSME, Patna installed a common facility
center (C.F.C.) in the village with the help of PPDC, agra. This C.F.C. will start working soon. It Includes gas furnace, high-tech rolling
machine, press machine and circle cutter machine. It also has disel generator. But very soon it will powered by electricity. Once it will
get start, this cluster will enter into a new era of manufacturing & technology.
These changes make introduce them to a new market and make them financially sound. In the current scenario, they are selling the
utensils on per kg basis, but it case of metal lifestyle products or other useful metal products they can sell those per piece basis with
margin which will structure their economical condition. (NAC REPORT, 2012)
Support for Cluster based Development
• Renaming of the scheme as MSE-CDP (SICDP, to be renamed as “Micro and Small enterprises cluster development program”)
• Subsuming of IID scheme with existing features and funding pattern under MSE-CDP
•Assistance up to 90% of the cost subject to a ceiling of Rs 9 crore for cluster development exclusively for micro and small enterprises
operated and owned by women under MSE-CDP.
MICRO & SMALL - Enterprise Cluster Development Programme
The ministry of micro, small and medium enterprises (MSME), the government of India has adopted the cluster development approach
as a key strategy for enhancing productivity and competitiveness as well as capacity building of micro and small enterprises (MSEs) and
their collectives in the country. The clustering of units also provides various services to them, including banks and credit agencies, to
provide their services more economically, thus reducing costs and improving the availability of services for these enterprises.
Objectives of the Scheme:
• To support the sustainability and growth of MSEs by addressing common issues such as improvement of technology, skills, and quality,
market access, access to capital, etc.
• To build the capacity of MSEs for common supportive action through the formation of self-help groups, consortia, up gradation of
associations, etc.
• To create or upgrade infrastructural facilities in the new/existing industrial areas or clusters of MSEs, including set up of Flatted
Factory Complexes.
• To set up a common facility Centre’s (for testing, training Centre, rematerialize depot, effluent treatment, complementing production
processes, etc.)
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 Marketing

Page | 46 Page | 47
Marketing
Relationship Marketing
In relationship marketing, the emotions of the buyers are connected with the brand, product or the vendor. Due to frequent purchases
or the services provided by the vendors, customers feel loyal towards them and end up purchasing more. Metal ware producers can use
the same technique to convince the customer and convert the target customer into loyal one.

Marketing refers to that process in which the idea of goods & services reaches
to the customer. The artisans of Pareo manufacture their products in the village
and try to sell them to the mass. To communicate to the customers and creating
awareness among them about the product, 4 elements of marketing are used. Those
are Product, Price, Place and Promotion.
• Development of a Product
• Determination of Price
• Selection of Distribution Channel (Place)
• Implementation of Promotional Strategy
According to Pareo Cluster, Products are designed and developed by the artisans
in the village, Prices are determined as per the weight of product and material
required for production. The distribution channels where the products need to be
sold are pre-determined. These 3 elements of marketing are doing well in Pareo but
Cluster is somehow lacking in the implementation of Promotional Strategy.
Traditional way of marketing approach is being used there. In which when the
products are manufactured, a sample of the product is sent to various vendors.
Platforms of marketing
After receiving the sample, Vendor places the order and 70% payment has been
© Pinterest
made in advance. Customization of products can also be done as per the vendor. Vendor checks the sample and provide all the details
which he needs to change in that product. Sometimes, the vendor brings his sample along and shows that to the artisan and if that
would be production feasible then the order takes place. 100-200 kg is the minimum order quantity for customization of products.
From the last few years, Technology created a change in the communication process of the manufacturer and the vendors. Presently,
Picture of the products is sent to the vendors and thereafter the ordering process gets started. All the information regarding the
Product, Order quantity, Consumption per product and the price negotiation for the order has been done with mobile phones. There
are no catalogues, Brochures or any other printed element which can be helpful for the vendors to select from the product range. The
promotion of products is done by Word of Mouth. There are no other marketing tools from which products are reaching to the masses.
Neuro Marketing
After these two approaches, Neuro Marketing is the most trending one. All the brands and retailers are trying to play with the mind of
the customer and manipulate their purchases. In every Consumer’s mind there is a Buy Button, Retailer need to tap the product there
only. By understanding the purchase behavior of metal utensils customers, the producer can produce only those products which will be
impactful in the market.
Other than these forms of marketing Promotion of metal craft can be done with the help of Craft Markets such as Surajkund etc. Other
craft markets can also be organized at the time of festivals. Other than craft markets, Trade shows can also be organized where artisans
can showcase their products and customers can buy them. This will not only increase the awareness but the sales will also go higher.
Marketing Strategies in Pareo
Pareo is a very small village located in Bihar. The metal ware was started in Pareo long back, with the installation of only one
machine. Later on the whole village started getting involved in this occupation. The culture is still not that much advance in terms of
marketing of the products. The products are handmade, the villagers give their best to make the product sellable and the product gets
sold.
Marketing Tool used for Promotion
The Industry has spread in a vast way but here the artisans of Pareb are still stuck in Traditional approach of marketing and that is
Word Of Mouth. The Manufacturers have some links with the retailers & these links are spread across with the use of telephonic
conversations or meeting the vendors. These Vendors then suggest Pareb Manufacturers to others vendors and in this way the business
gets expanded. Along with this, other retailers are there in the Village itself so they buy the products from the manufacturers or any
other customization can also be done as per requirements.
Basically Pareb Metal ware is known for its product quality & cost effective goods. The Aesthetic appearance is little low in the
products as compared to products of moradabad. So for quality products, all the retailers get contact with the manufacturers with the
help of telephonic conversations or personal meetings.

There are certain marketing key areas which can be used for further growth and promotion of the products. These are:
• Digital Marketing
• Relationship Marketing
• Neuro Marketing

Digital Marketing
Digital Marketing is a Platform where huge number of audience can be targeted. This era is known for technology, everyone wants to
shop by one click technology. Hand made products are generally appreciated by mass, if the right way of awareness i9s created the
growth of the business will be higher. The producers of Pareo can take the help of online platforms to promote their products.
Website- A website can be designed where all the utensils can be displayed in a detailed catalogue way. With the help of search
engines, people will easily access the information needed before purchase. Section wise assortment of the products can be done there.
Regular posts of products will involve the users for updated information about the new products.

Social Media Presence-

Till the date, Social Media presence of Metal craft is too low. For this Facebook and Instagram can be the right medium to approach
maximum number of buyers. The product’s picture can be uploaded with every detail about quality, composition and price. The buyer
can select the product there and coordinate with the vendor either via telephonic conversation or online purchase.

Page | 48 Page | 49
Channels of Retailing Market Study
During the survey of retail shops of metal ware, 2 markets were covered one was Thatheri Market and other was Raja Market.
The channels of retail are the platforms, from First Market was Thateri Market and there were nearly 5-6 retail shops in the lane.
where retailing of a product has been done. Earlier All the utensils in the shops are coming from different locations of India. Each region has its own specialty for example utensils
in traditional retail, the single channel was used coming from Kolkata has beautiful engraved motifs. Moradabad utensils have more aesthetic appearance in terms of Lusture and
but with the changing time, the channel keeps polish. Metal wares coming from Pareo are best in quality and cost effective but there is lack of designing. All the utensils come from
on moving from single to multi, cross and now Kolkata, Muradabad, Mujaffarpur, Pareo & Nepal.
Omnichannel. In single channel retail, only one There was a vast product range available in the shops. Starting from Kitchen ware including plates, spoons, mugs, serving spoons,
channel that is retail store is involved. In multi- bowls etc. The range of the product also consists of utensils for the purpose of worshipping God.
channel, more than one channel is involved and in There is a high competition between the supplies coming from Moradabad & Pareo. The utensils of Moradabad have high aesthetic
the cross, the cross sharing or communicating of appeal and utensils from Pareo are highly cost effective in terms of quality. The utensils from Pareo come in finished as well as
information has been done. Today, Omnichannel unfinished type and sold in that way as well. The shops in the market were having nearly 20-30% of the range from Pareo. The profit
is trending because this channel includes all the margin is higher in these utensils because of the local sourced goods. The products which are coming from outside Bihar incur higher
sources which affect the consumer purchase and transportation cost and taxes.
helps in effective supply chain management. When GST was launched, the retailers faced trouble because of lack of knowledge and the wholesalers were charging any amount in
the name of GST. But once the Registration has been done, GST turned out to be a good source in business.
Channels of Retail The Shopkeepers were not interested in doing any kind of promotional activities like online promotion, hoardings or pamphlets. There
© Kount way of attracting customers was simple as they call the walk in customers and approach them to buy utensils.
Single Channel Retailing in Pareo The peak time of sales is the occasional and festival time, for example the higher margins are achieved at the time Diwali or Chath
The medium of retail which has been used in Pareo from the beginning is the Single Channel Retail Platform. In this, the artisans Puja.
design and develop the product, this product then further move to vendors which are wholesalers or directly to the retailers from
different locations of Bihar, Jharkhand & other places. All the orders are placed offline to the manufacturers either with the help of Response from Pankaj Thathera:
telephonic conversation or by having a meeting. For placing the order, the vendor doesn’t have any option of an online portal, the Pankaj Thathera is a 40 year old man lives in Patna city. He started his shop 20 years ago with his two brothers. His father also use to
Vendor has to meet the manufacturer, check the sample and place the order. No record has been maintained for the placement of order work in one of the utensil shop. He has studied till class 10 in a government school in Patna. He is married and has 3 children.
till shipment which also leads to mismanagement of resources. The entire query related to order, delivery or transportation has to be
made with the help of telephonic conversation. This channel is effective but time- consuming as well. He use to purchase all the products from various markets like Punjab, Kolkata,
Mirjapur, Moradabad and Pareo. He was aware with all the markets as his father
Shift from Single Channel Retail to Omni Channel use to also visit to place the order for his boss shop. This experience made him easy
to analyze the market from where he could get the products at fewer prices. His
The competition has been increased in the market and reaching to the customers and satisfying their needs are not easy in today’s brothers were also very helpful in controlling the shop. They also use to manage
world. All the Businesses are harnessing both traditional (i.e. Physical stores) as well as modern channels (i.e online platforms) to the shop in the better way.
reach a maximum number of customers. There were many products in his shop. The products were of various quality and
The metal ware of Pareo has been sold offline since ages that means online retail outlets are involved. Customers expect fast services shape and designs. There were many items, some of the products available in the
for every product, using the web to research information about the product, to purchase them and negotiation of prices everything store were Thal, Parat, Tasla, Lotta, glasses, Plates, Diya, Idol worship of lord
needs to be done with one click. Ganesh and Lakshmi, Kitchen set, Bucket, Karahi and etc. They said that they use
With the use of Omnichannel, a structured supply chain that is both cost-effective and responsive to consumer needs can be created. to purchase around 40 percent of the material from Pareo. They use to add value to
The physical retailers can be used to provide frequent supplies of utensils and the online channel can be used for providing variety and the Pareo material through further polishing so that the customer may pay higher
fast purchase of products to the mass. prices for the products. Once in every month, they use to purchase the goods
(Chopra, 2015) directly from the manufacturer in Pareo. They also use to order the products with
specific design from Pareo also. He also said that the demand for metal utensils
have declared with time due to availability of beautiful and designable artificial
utensils. The price of those utensils are also very little with comparison to metal
utensils. They also said the demand for the products in higher in festivals like
Diwali, Chath Puja and Dussehra. The demand for the metal utensils are also high
during the wedding seasons.
Pankaj Thathera
© Author
Response from Mantu Kumar:
Mantu Kumar is 24 years old man lives in Patna. He is basically from Nalanda
district. In the year 2003, his brother opened the shop of metal utensils in Patna. In
beginning, he use to get material from the local wholesale market in Patna. With
Page | 50 Page | 51

time, the sale of his shop increases and later he uses to get the material directly from
metalware manufacturers. He uses to purchase products from Kolkata, Muradabad and
Mirjapur.
Later he also stated purchasing product from Pareo in Bihar. The profit margin on Pareo
products is higher than the products purchased from other area due to various reasons
like transportation cost, taxes and design. Products available in store are Thal, Parat,
Tasla, Lotta, glasses, Plates, Diya, Idol worship of lord Ganesh and Lakshmi, Kitchen
set, Bucket and Karahi and etc. Products from pareo are Parat, Thali and Kasa lotta.
According to him, the sale has gone high with comparison with the sales in the
initial years of opening of the shop. There is lot of competition in the market due to
availability of products of different quality and design. Despite of this there are many
customers have faith on my shop and use to purchase from here. During the festivals
and wedding seasons, the sales use to up by around 20%.
Response from Raju Kumar
Raju Kumar is 35 years old man lives in Patna. He started his shop of metal utensils in
2008. Products are coming in store from Mirjapur, Muradabad, Kolkata, Punjab and
Pareo. Major products in store are from Mirjapur and basics products from Pareo. Price
of Tasla is Rs 1200/kg and GST will be included in price of every product and it will
be 28% in religious utensils and 18% in wedding seasons’s utensils. Products available
in store are Thal, Parat, Tasla, Lotta, glasses, Plates, Diya, Idol worship of lord Ganesh
and Lakshmi, Kitchen set, Bucket and Karahi. Products from pareo are Parat, Thali and
Kasa lotta.
Sales are high in festive as well as wedding season.Fancy products or engraved
products from Kolkata and Muradabad are highest selling products. Nearly 30% of
the products are from Pareo due to high profit margins. Both finished & unfinished
products are there in the store but finished products are sold on regular basis.
Response from Virendra Prasad
Virendra Prasad is 48 year old man lives in Patna city. He started his shop 20 years ago
with his brother. He completed his education from Patna and studied till 10th. He is
married and has 2 kids.
All the products come from Pareo, to save the taxes because if the products are
outsourced, taxes must be paid by the vendor. Products which are available in store
are Thal, Parat, Tasla, Lotta, and glasses, Plates, Diya, Kitchen set, Bucket and Karahi.
Sales are high in festive as well as wedding season. They source some of the material
from wholesalers in Patna. Profit margins vary from 5-6%.
Earlier there were more shops but now the storage cost of the inventory is higher so the
shops reduced to 5-6 only in the market. The demand of metal ware decreased because
of other fancy items available in the market.
Page | 52
About Moradabad
India is one of the biggest suppliers of handicrafts in the global market. It is one of the key
export segments of Indian trade with significant contributions coming from Uttar Pradesh.
Moradabad from Uttar Pradesh has been chosen for the comparison of our study. Moradabad
city was established as the head office of Chaupala. It has a long history in handicraft
products.It is the hub of metalware products and contributes signifiacantly in the foreign
revenue generation. It produces a variety of items from utility goods to variety of lifestyle
items. Most popular of all the brass items originating from India comes from the Moradabad
city. It is the biggest supplier of brass ware in the country and rightly acquires the same Brass
city. Pargana during Emperor AKBAR’s regime. Rustam Khan, the governor of sambal,
captured it and set up a fort at this place and named it as Rustam Nagar in 1964. Later on,
it was named as MORADABAD after the name of SHAHJAHAN’s son MURAD and this
name still persists. The physical development of the city was started after the construction
Mantu Kumar of JAMA MASJID by Rustom Khan in 1632. Moradabad Station
© Author Geographical Location © Naiduniya
Moradabad city is famous for Brass Metal Handicrafts not only in India but also in foreign
since ancient times. This city is situated in western U.P. between 28°-21´ to 28°-16´ Latitude North direction and 78°- 4´ to 79 Longitude
East direction. After the establishment of the Divisional Commissioner Office, its importance and status have further been elevated. This
city lies on National Highway 24 from traffic and transport point of view and is the main Railway Station, also Divisional Headquarters
of Northern Railways, on HAWRA & AMRITSAR mainline. It is very well connected with main cities like DEHLI, LUCKNOW,
BAREILLY, PATNA, HARIDWAR, etc. by both Rail and Road transport. Rāmgangā River flows in the northeast and the Ganga River
is there in the southwest of the city. Moradabad city has bright prospects of development. Industrial and commercial development has
taken place at a fast pace because the raw material becomes easily available in the city and manufactured goods are easily exported.
(moradabad brass city, 2010)
Area & Population
The geographical area of the Moradabad District is 3493 Sq. Km. Its Total population is 27,61,620 out of which males are 14,94,220
and females are 12,67,400.The total population, 18,77,570 constitute the rural population and the rest i.e. 8,84,040 makes the urban
population.
Infrastructure
• The Moradabad District is divided into 6 Tehsils & 13 Blocks.
• Total number of Nyay Panchayats in the district is 87 while Gram Sabhas stands at 883.
• The total populated villages are 1388.
• The total number of Police Stations in the district are 26 out of which 9 in the rural area and 17 in the urban area.
Raju Kumar • The total number of Railway Stations is 29 including Halts.
© Author • The total length of the Broad Gauge line is 219 Km.
• The total number of Post Offices is 226 out of which 42 are in an urban area while 184 in the rural area.
• Over 15000 Small Scale Industry Units are spread all over the District having more concentration on the urban cities - Moradabad
& Sambhal. Moradabad city is renowned for the Brass Metal Handicrafts and exports to the tune of Rs. 2200 Crores on a yearly basis.
(moradabad brass city, 2010)
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Moradabad Craft & Comparision
The below table shows the comparison of crafts practiced in Pareo in Bihar from Moradabad in Uttar Pradesh. Both the
places is engages in brass metal ware. The objective of the comparison is to understand the difference between the products,
market and problems faced by people in Pareo and Moradabad. This table will give a detailed knowledge about the product
manufactured in the respective area. The problems faced by manufacturing the product in area. The problems may be
different as the place is different. This table also gives the knowledge of the scale of practicing metal ware in the two areas.
Problems
There are number of problems that Artisans of Pareo are facing in today’s highly developed world of technology and resources. In this
world where we can connect to anyone from anywhere within a seconds with the help of the internet and social media platform but our
rural artisans were still unaware of these sources which will help them in the expansion of their business and also in the growth of the
artisans.
Artisan

• Income: Income level is one of the most important and considerable problems of rural artisans. Most of the artisans over there are still
below the poverty line. They could not even purchase a good quality of products and unable to support their family financially, which is
not helping them in individual growth and also the growth of their art.
• Machinery: Most of the machinery and equipment that they were using has become old and obsolete tools, machinery and equipment
should be upgraded as it caused a drastic effect upon the quality and quantity of their product.

Manufacturing Process

• Safety Issues: When the labors were beating the utensils and giving finishing to the product, they were not wearing any kind of tool or
gloves for their safety in toes. That can lead to any kind of Infection and also the consumption of time is high. They might get hurt in the
Metal Craft of Moradabad process.
© Heart for art online • Temperature: The heat of the furnaces was too high for the labors. It might harm the skin of labors. Labors used to do continuous work
for several hours.
Moradabad is one of the popular cultural • Production Efficiency: Since they do all their work manually, it is time taking and also the chance of occurrence of errors is increased.
centers of Uttar Pradesh. It was established This also affects the efficiency of production per day and the efficiency of labors. If it would not have the case then the efficiency could
in 1600 by prince Murad, the son of the be doubled.
Mughal Emperor Shahjahan, as a result, • Air Quality: At the Polishing stage, small particles of metal were in the air which can be harmful to the artisans. Also at the time
the city came to know as Moradabad. It is of casting and making globular water containers, a large amount of sand is used. These dust particles can go inside the human body
situated at a distance of 167 km from the through breathing.
New Delhi the capital of India, at the bank of • Time Consumption: The places of different operations are different, it was not all under one roof and this cause the wastage of time.
River Ram Ganga. Moradabad is famous for Also, a helper is needed to receive and deliver the goods from one place to others which include a cost.
brass work and has carved a niche for itself in
the handicraft industry throughout the world. Supply Chain
The brassware is exported to countries like • Lack of knowledge: This is a major factor that is affecting the supply chain of Pareo. They do not have enough knowledge of taxes.
the USA, Britain, Canada, and Germany and They are not getting any benefit from the government because they are not aware of those policies and schemes.
to the Middle East and Asia. Moradabad is • Lack of technology: It creates a gap between suppliers and buyers. The only phone is the medium available there. Also, they do
also called as Brass City or Peetal Nagri. not have the latest technology of machine which Moradabad is using for their utensils. This is because the utensils of Moradabad are
The brassware industry in Moradabad considered as more shiny and beautiful.
bloomed in the 19th century and the British • Lead time: As the road is not well, the transportation time increases. Also, the operations are done manually so the consumption of
took the art to foreign markets. Other time in manufacturing is high.
immigrating artisans from Banaras, Lucknow, • Cost: The cost of these utensils are not low because all the manufacturing process done manually. Technology not only reduces time
Agra and many other places formed the but also cost. With higher technology, they can produce a number of utensils and increase their selling volume.
current cluster of brassware industry in
Moradabad. (moradabad brass city, 2010) Marketing
• Lack of Technology: Due to lack of technology, catering wide segment of the market is tough. There is very less knowledge about the
Type of business : Manufacturing and export some of the artisans have theirs in house manufacturing units and workshops. These units internet due to which very few customers are targeted.
consist of the furnace, molding tools, polishing machine. (moradabad brass city, 2010) • Digital Marketing: In the Era of Facebook and Twitter, from where people get aware, Pareo metal cluster is not using any source of
social media marketing to cater to their audience.
• Retail Channel: A single channel of retail has been used for ages. Products are sold with the medium of Brick and Mortar stores. A
variety of products can’t be showcased with one channel only.
• One Owner: Only one person is involved in each and every process, starting from manufacturing to delivering which leads to
negligible marketing of products.
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Suggestions
Manufacturing Process
• Gloves should be provided to manufacturers while working in front of furnaces. Heat may cause burn the skin. They also have to
carry the long rod which helps in placing the brass sheets in the furnace.
• Masks must be given to provide precautions from the harmful environment in the industry. Mask will help them in clear breathing
when they work near the sand.
• First Aid Kit should be present in the factory. As they work manually and also in front of furnaces so at least the first aid kit is highly
recommended. The first aid kit will help the labors to get treated for small wounds and later they can go to the hospitals for further
treatment. An instant Medicare is needed.
• Proper ventilation must be provided. Furnaces fill the environment with dirt and smoke. If that air is not released instantly then it can
go in the human body through breathing and can harm the lungs. Usually, workers work for 8 hours a day and continuously breathing
that air may harm them
• Latest technologies in machines is highly suggested. This is how Moradabad enhancing the beauty of their utensils. Also a roller
machine is need when they hit the wok with the hammer in order to create design in the utensil.
Supply Chain
• They can form one management chamber with some educated people. Every week they meet and discuss the current scenario of
supply and demand. This will help the overall management of the business and being able to work efficiently. In this way, they will be
able to track their goods.
• The Road needs to be built for the smooth flow of transportation. There was always a rush of tractors if the government is able to
widen the road it will be very helpful. It will affect the overall lead time.
• The number of vendors should be increased so that prices can be compared and procurement of raw material should be done in an
efficient way. Also if possible, they need to find the vendors near them because of the procurement of raw materials from different
states costs.
• They need to negotiate with the retailers in order to remove the buffer stock. They can sell it at a low price but in this way, they do
not have to bear any loss. They can sell them at a low margin.
• They need to contact more brands. In this way, they will receive more orders and can increase their market size. This will help the
labors with money.
Designing
• New Product Range
Currently , the variety of Product range is very less. The products which are made here are very old in terms of design as well as
product specifications. Metal lifestyle products can be produced because the area of manufacturing is sufficient with regards to
human resources present there. The artisans require workshops where they can get guidance for the variety of product range. Now
the products are sold on the basis of per kilograms, but in the case of Metal Lifestyle products, the prices can be set according to the
design. Metal lifestyle products such as Wall Clocks, Pen Stands, Paperweights, etc. This will lead to future growth in their Business.
• Intricacy of Design
The other potential is to enhance their existing products with the intricacy of design patterns. The designs which they are providing
on the utensils are comparatively low in aesthetic appeal. The utensils coming from different locations are competition for Pareo only
because of their aesthetic appearance in the products. Beautiful motifs can be engraved on the utensils to enhance the appeal. Patterns
of Birds, flowers, paisleys can be impactful for them.
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Marketing
• Technology
Technology plays a very crucial role, now everyone wants to make the purchase with just one click. The cluster is lacking in this area
because no website has been created. An online catalog of products can be made to present a wide variety of products. This will lead
to easy purchase for the consumer and maintain the records will be easier too for the manufacturers.
• Digital Marketing
The Social Media presence of Pareo metal ware is nil. The awareness about metalware can be created by posting regular updates about
the products. A blog can also be created on which regular updates of making and behind the scenes can be uploaded. This will help in
making the Pareo metal cluster known to people.
• Retail Channel
Despite using single channel retail, the movement towards the Omnichannel can be created. With the help of Omnichannel retailing, a
wider range of customers can be targeted in many ways. Complete dependency on Brick and Mortar stores will be diminished and in
the end, it will result in higher revenue to the business.
• Use of Resources
One owner is not efficient to maintain so many tasks, starting from manufacturing to delivering the goods to the customer. Proper use
of human resources for multiple areas will not only be time efficient but also be cost efficient in terms of profit building for the future.
Safe and healthy working condition
All the related aspects to the health of the artisan who are involved in manufacturing the metalware in Pareo should be covered. It
incorporates all the important factors like the rest period, canteen facility they should also have the neat and clean water sources, first
aid facility in case of any casualty, proper sanitation facility with neat and clean surroundings. During our visit in the factories of Pareo
metal ware production was happening but, the working condition was not good and this was mainly regarding the proper ventilation
system, they should have a proper ventilation system and the number of fans should be there with proper lighting facility.
If we talk about their uniform or dress that they were wearing inside the factory, their dresses were not appropriate for the kind of
production activities as they should be equipped with heavy shoes and gloves to save them from burning because all the artisan were
engaged in playing with fire.
As those artisans were in a serious business which includes lots of risk for their lives. Because they totally surrounded by heavy hot
metals, fire, and heavy machines so each and every artisan should have health insurance, which should be the work of the owner of
these factories.
This should not only be taken care of by government but all those capable body should help this rural artisans and their art for
expansion in the market and also to improve artisans living scenario because these are the people who were engaged in manufacturing
these beautiful utensils, which is also a traditional art of India and it’s a unique craft that represents a beautiful Indian history also and
if they left their work than this art will soon go in vain and we will definitely goanna lose our traditional craft.
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Conclusion
Before visiting Pareo we had theoretical knowledge of Marketing and Retail, Supply chain, Neuro Marketing etc., but after visit at
Pareo we saw the applications of all these theories.
Life of artisans at Pareo is not easy, in fact it is one of the most difficult work as they put in so much efforts for making of one
individual product. Earning that they get in return is very less as compared to the efforts they put in.
The coming generation needs to understand the importance of diversity of craft and should help their family ventures in reviving the
craft of Bihar and making Pareo village metal cluster known to vast audience.
There are certain specific initiatives which were taken by the government to provide help in terms of infrastructure as well as
machinery. Workshops and trainings are also an important part to give key learning about modern approach to sustain in the market of
handmade products.
There is a huge demand for handmade products in the market and the artisans are unaware about this fact and they end up earning
fewer margins. From Designing to manufacturing till shipping all the process are handled by one Owner and due to which they lack
in the area of marketing. There are no proper platforms for doing Promotion of their products and creating awareness. To fill this
gap social media handles were made to give them a platform from where they can connect to the customers directly. Also Variety of
products can be showcased in the form of online catalog to the potential customers.
During our market survey, we got to know the aesthetic appeal of the products are comparatively weak in regards to their competitors.
Some design idea has been suggested wherein they can make their products more appealing.
The scenario of retail outlets in Pareo and the market in Patna is completely different in terms of product quality, Price, appearance
etc. The shopkeeper charge higher margins whereas the artisans do not get the opportunity to target that area of consumers.
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 Group members with Tulsi Kumar

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