RIFAT MASOODI - THE BAT WOMAN OF KASHMIR

In 1999 the historic visit of Prime Minister of India to Pakistan brought a ray of hope to

Masoodi Family whose bat manufacturing business was crippled by the insurgency. The

diplomatic visit proved to be a healing touch to Kashmir’s economy. All of a sudden there was

a huge demand for Kashmir based products pouring in from all parts of the country. A 21 year

old woman was determinant to grab the opportunity and revive her family business. Despite

facing many challenges Rifat Masoodi popularly known as the bat woman of Kashmir kept

going. Although she believes that her customer base is loyal if not big, it’s important for her to

formulate strategies that will help her to grow further.

HISTORY AND INTRODUCTION

Rifat Masoodi, a 40 year old women hailing from Narwara area of Srinagar J&K is the owner

of Masoodi Arts and Sports – a bat manufacturing unit. Belonging to a very conservative family

she was married off at a very young age and is a mother of two children. Her father in law had

started the business back in1970s, but because of the insurgency that changed the political

scenario in the valley in late 1980s, the Industry collapsed and the bat manufacturers of

Jalandhar captured the market share of Kashmiri manufacturers. Her story began in the year

1999 when the Prime Minister of India Atal Bihari Vajpayee visited Pakistan with an aim to

foster relationship between the two countries. His goal was to revive normalcy and peace in

the valley. He was successful and his effort led to the reestablishment of trust in Kashmir based

products throughout India which further resulted in revival of business activities in Kashmir as

the demand for the same increased. Following the death of her father in law in 2000 the family

was on verge of closing the business but she decided to step in to take the charge and revive

the business. She did so by setting up the first and the only woman owned bat manufacturing

unit in the year 2003.

ABOUT THE COMPANY

Rifat runs a small scale enterprise that produces 1500 to 10000 bats annually. She offers three

grades of bats in the range of ₹450 to ₹3,500 per unit. Her company comprises of 10 full time

employs. At times when the number of orders received increase she hires additional workers

on contractual basis to meet the growing demand. Initially in order to develop her customer

base she personally contacted Indian buyers who were interested in purchasing bats from

Kashmir. At first she started to export her bats to Chennai but today she also exports to other

Indian states like Maharashtra, Kerala, Mumbai and Delhi. According to Rifat she believes that

she has no competition in the valley because all other producers from the valley sell semi

furnished goods. Only Masoodi Arts and Sports sells its bats under its own label. She was once

contacted by dealer from Meerut who was ready to pay more than the market price for the semi

furnished bats but Rifat denied the offer. Apart from this she has also received queries from

across the world and big brands like Reebok have shown interest in her bats. She says that her

aim is not only to earn profit but to make a name for Kashmir and hence denies every offer to

sell her bat under any other label. Being inspired by great Indian Cricket players like David,

Ganguly and Tendulkar Rifat hopes to see Indian Cricket team use her bats one day.

BAT INDUSTRY IN KASHMIR

Bat manufacturing was introduced in Kashmir around 19th century by Allah Baksh a bat

manufacturer from Pakistan who established his manufacturing unit in Halmullah, Bijbehara

area of district Anantnag. Further people showed interest in the sector because of the

availability of raw material and many more units were established. Presently there are about

195 bat manufacturing units spread across various districts of Kashmir that employ over 50000

people directly and indirectly. The industry has thus contributed towards employment

generation in Kashmir despite many obstacles on account of geographic, political, socio

cultural and other factors. The industry is said to have a production potential of around 1.5

million bats with annual turnover of equal to ₹ 20 million per annum. Kashmiri bats are famous

worldwide and are mainly exported to neighboring countries like Sri Lanka, Bangladesh and

Pakistan. By 2020 it was forecasted that the global demand for the bats will increase to 4 million

per annum. Also, it has been forecasted that with a compound growth rate of around 8.4 percent,

the expected turnover from the export of the product will increase to 100 million per annum by

the year 2030. Bat Manufacturing is profitable enterprise in the valley and can be ramped up

to become highly competitive and increase its export potential to other countries.

ESSENTIAL RAW MATERIALS REQUIRED

Basic raw material required for manufacturing of bats include various types of timber such as

willow, mango, cane, apple wood. Other materials needed are rubber grip, synthetic glue twine,

terry cloth, duco paint, cane handle, hydrogen peroxide, nylon strap etc. Mostly willow is used

in bat manufacturing process. The Kashmiri willow (Salix Alba) is very popular to use for

production of good quality bats. The Kashmir bat manufacturing industry currently faces

umpteen constraints, one of the major being the overexploitation of this basic raw material. It

is illegally exported to other parts of the country. As per the report submitted by the Directorate

of Industries and Commerce, Kashmir, about 6.7 million willow clefts were exported to other

bat manufacturers in Jammu, Jalandhar, and Meerut from 1997 to 2004. Also one of the most

preferred variety caerulea (a female counterpart of white willow) is near extermination in

Kashmir. In order to save this precious raw material that is the backbone of Kashmir bat

industry the government of Kashmir imposed a ban of its export initially in 1998 but the orders

have been violated from time to time. Further the non-availability of quality raw material has

reduced the value of Kashmiri willow which is priced between $1 to $2.5 per cleft while

English willow fetch $40 to $42 and Australian willow fetch $20 to $30 in global markets.
MANUFACTURING PROCESS
The manufacturing process of bats includes a number of gradual steps that are discussed below:

1. Sawing: The first step is to cut the round logs of wood into vertical pieces. This is done

using an electrical saw. The cut pieces are known as cleft. They are given the rough

shape of cricket bat blade. Further the bark is removed from these planks.

2. Grading: After the blades are cut grading is done. Grade 1 is given to the best looking

plank that has no knots has straight grains and is made of soft wood. Grade 2 is soft

wood with few knots while Grade 3 has more knots.

3. Seasoning of Clefts: Fresh wood have a moisture content that ranges from 30% to

200%. The moisture content of fresh wood ranges between 30- 200% of dry weight. It

is important that the excess water is dried up. Thus it is exposed to a dry atmosphere.

The process has to be carried out efficiently because too much loss can lead to shrinkage

of these wooden clefs that will ultimately result in defective products.

Two techniques are used for the process of seasoning the clefts.

a. Open Air Seasoning: Under this technique clefts are placed over each other under a

protected shade and the seasoning process is carried out in the sun. It is a slow process

but is considered good as the whole surface of the clefts is uniformly exposed.

b. Modern Kiln Seasoning Technique: Under this technique the wood is dried by

blowing hot air at a particular suited temperature. This process is carried out in steam

heated chambers by circulating air through fans. This technique is much faster than the

previous one. Although it’s considered to be more efficient it is still not used in

Kashmir.

4. Machining a cleft to width: After the seasoning is done these clefts undergo machining

process wherein they are cut into blade shapes. While cutting it the craftsmen use their
 expertise to determine that which side will be suited for handle and which end is suitable

for the driving area.

5. Pressing the Blade: In this step the willow fibers are flattened to increase the strength

of the blade so that they can efficiently withstand the pressure of the ball. It’s again

craftsman’s expertise to analyze the wood and ascertain the optimum level of pressure

needed that will strike a balance between hardening enough to create strength and

leaving the blade soft to play well.

6. Fitting the Handle: The handle is made of cane. The same has to be fixed into the

blade. This is done by using a synthetic glue that has to be left overnight to dry. Further

here the craftsman has to ensure that there is a perfect grip between the handle and the

blade.

7. Hand Shaping: Once the handle has been fixed the next step is to shape the blade. This

is done by hand using a drawknife. The cuts on the blade are smoothened with the help

of wooden planes. The aim of this step is to create a balance and give a distinct

experience while playing.

8. Sanding: In this step the bat is sanded with the help of sand papers and sanding

machines. This is done to give a smooth finish to the bats. Kashmiri willow bats are

famous for their scrupulous sanding.

9. Binding and Polishing: Binding refers to threading of the handle of the bat. This is

done using the best quality twine. This done by applying glue to the handle and then

the thread is wound around it. This provides strength at the spline area. After this the

blade is polished to given it a smooth finish. Polish also helps to lock out the moisture.

10. Rubber Grip Application and Labelling: In this step the rubber grip is applied to the

handle of the bat. After this the stickers are labelled and finally the bats are packed in
 two layers. The first one is the polythene layer and the second one is a Rexene cloth

cover making the bats ready to ship.

CHALLENGES

Personal Challenges:

 Rifat Masoodi’s journey has been full of obstacles. She was very young (21 years old)

and those were the times when participating of women in business was not encouraged

at all. Besides in the early years of her business journey her family didn’t support her

and nor did the general public of Kashmir.

 It was not easy for her to be an only women owner in this male dominated industry.

Kashmir being a conservative society she had to face a lot of backlash as most of the

workers at her workshop were males and that was not deemed to be appropriate as per

the society. But her husband who is a forest officer and a football coach has supported

her at every step to fulfill her dreams.

 Besides this she hailed from a locality that is known for tense confrontations between

the civilians and the armed forces. The conflict in the valley has caused hindrance in

her work. This has been a reason of great distress for her business from time to time.

Despite this her mantra has been to never fail her customers. She recalls how at times

of unending curfews she and her staff would make efforts to meet in relaxation hours

to complete their orders.

Industry Challenges:
 White willow (caerulea) is used in the production of best quality bats but the same is

not available in sufficient amount to support the supply chain.

 There is no support in terms of incentives and subsidies to encourage farmers to

cultivate willow trees. Further no efforts are being made to give any scientific
 knowledge and training to farmers for proper cultivation the effect of which is reflected

in the low quality timber. This is one of the biggest reasons behind Kashmiri willow

fetching low prices.

 Though there is a huge potential of employment in this sector but locals are not

benefited from the same as there is unavailability of skilled labor for the industry in the

valley and non-locals from neighboring states have to be hired for the same purpose.

 As stated by Rifat one of the major reasons behind why Kashmir is not a big market for

her products is that it lacks basic sports infrastructure.

 Regardless of having capability to reach the international markets the lack of promotion

policies has been a great obstacle in the way of the growth of this industry.

Despite everything she overcame all the hurdles in her way. Today Rifat is a role model for

thousands of women in Kashmir and in India as well. Her business units are spread across

Srinagar, Awantipora, Pampore and Anantnag. Although her venture is not that big, she

claims to have a loyal customer base and aims to grow more in future.

GROWTH POTENTIAL OF THE INDUSTRY

“As per a study carried out in a bat manufacturing cluster, which composed of about 70 units

in the valley of Kashmir (India) in 2014 it was revealed that the cost of manufacturing cricket

bats decreased with the increase in the size of the industrial unit, indicating the existence of

‘‘economies of scale.’’ The gross returns earned by small-, medium-, and large-scale units were

more than 2.7, 5.0, and 8.2 million rupees (₹), with benefit-cost ratios (BCRs) of 1.69, 2.05,

and 2.29, respectively. The cost and return structure, in relation to various economic indicators

such as BCR, net income, breakeven quantity, and export competitiveness, reflects positive

trends, and the bat manufacturing activity fetched a reasonable profit to the unit holders, besides

providing employment opportunities to youth and thereby reflecting that this entrepreneurial
venture is an economically viable livelihood activity. These results indicate that, despite

underutilization of installed production capacity, the manufacture of cricket bats is a lucrative

venture in Kashmir and can be up-scaled to become highly competitive in terms of its export

potential to other countries. [1] (See Exhibit 1, 2, 3and 4)

STRATEGIES TO OVERCOME CHALLENGES FACED BY THE INDUSTRY

The government of Jammu and Kashmir needs to frame a comprehensive plan in order to make

the bat manufacturing industry economically sustainable. Government needs to promote the

industry locally by providing investment incentives and subsidies. The growers of the willow

should be provided with adequate knowledge of scientific techniques of cultivation to produce

best quality timber. Further training programs should be started to skill the youth for bat

manufacturing process. This will increase the employment opportunities for the locals.

CONCLUSION

Although Rifat believes that even with a limited customer base she doing well in her business

she stills needs to look for opportunities to grow more. For instance she can reap the benefit of

economies of scale by increasing the size of her business. She may also diversify her offering

by producing other wooden sports equipment’s as well like carom boards or table tennis

rackets.
EXHIBIT 1:

Cost involed (rupees) by Industrial unit size

4000000 3606050
3450300
3500000
3000000 2470263
2357355
2500000
2000000 1553475 1620390
1500000
1000000
500000 66915112908115750
0
Variable Cost Fixed Cost Total Cost

small scale medium scale large scale

Source: Research Gate: Forest Products Journal

EXHIBIT 2:

Source: Research Gate: Forest Products Journal

EXHIBIT 3:

Cost and Price Analysis

201
Average Price Per Bat 188
170

82.51
Cost Per Unit 85.45
92.42

0 50 100 150 200 250

Large Scale Industry Medium Scale Industry Small Scale Industry

Source: Research Gate: Forest Products Journal

EXHIBIT 4:

Export Competitiveness of Bat Industry in Kashmir

6000
5405

5000

4000 3783

3000
2500

2000
1500

1000

0
Grade A Bats Grade B Bats

Average Domestic Wholesale Price Average Border Price

Source: Research Gate: Forest Products Journal

EXHIBIT 5:

Rifat Masoodi holding bat with the label of Masoodi Arts and Sports (MAS)

SOURCE: The Hindu

NAME AND CONTACT DETAILS OF THE PERSON MENTIONED IN CASE STUDY

NAME OF THE OWNER RIFAT MASOODI

PHONE NUMBER +91-9797703761

EMAIL ID Masoodi.sports@gmail.com

BUSINESS ADDRESS NARWARA, SRINAGAR, J&K, 190002

PHOTOGRAPHS OF THE BUSINESS PERSON AND THE BUSINESS

SETUP/PRODUCTS