ENTREPRENEURSHIP & SUSTAINABL

E BUSINESS PRACTICES

Assignment 2

Guided by- Dr. A Srinivasa Rao

submitted by -
Komal Chauhan
Alice S Kujur
Boddha Supritha
Nithya Nellore Ready
Vaibhav Tiwary
 ACKNOWLEDMENT
I would like to express my special thanks of gratitude to our ESBP teacher “ Dr. A Srinivasa Rao for their
able guidance and support in completing our Project as well as our director sir who gave us the golden
opportunity to work on this project. Secondly, I would also like to thank my parents and friends who helped
me a lot in finalizing this project within the limited time frame, Lastly, I like to thank all my supporters who
have motivated me to fulfill their project before the timeline
TABLE OF CONTENT

1. BRIEFF ABOUT THE CRAFT CLUSTER AND THE CRAFT

2. PRODUCT RANGE

3. PROCESS OF MAKING

4. MARKET RESEARCH

5. STP

6. 4P’s
 CRAFT CLUSTER VISIT
INDIAN HANDLOOM

Documentation and survey report on POCHAMPALLY

CRAFT

A brief about Pochampally

Pochampally is famous for its finesse in hand woven products in both silk and cotton ap apart from major
activity of silk sarees it is also produces cotton sarees dress materials, bedsheets, furnishing fabrics and wall
hangings.Textile of Pochampalli are regarded highly and common wine market both within the country and
overseas these products are produced in the traditional bit low where there are 2000 such loom in the cluster
over 20 villages the Pochampally Art of the tie and dye largely in the hand of famous Padma Shali weavers
community according to the villagers, 10 years ago, the number of looms within the village today at around
3000 with every Padma Shali whole household having at least one room. Today the number of practising
weavers has gone down so rapidly that most put the number as low as 450 to 500

Pochampally was known for its cotton textile called as sooselu

In the 1950s 1960s cotton saree we’re being produced in Pochampally, Koyyalagudem is the village called
in 1952 in the open a branch at Pochampally at India as an independent Society in 1955 and the cotton saris
are made in Koyyalagudem.
The all-Indian handloom both choose to weavers from Pochampally to go to Banaras and learn silk weaving
and then they started weaving a silk saris for the good marketing in 1970s become popular especially at the
upper of the market within a decade weaving in the entire region shifted to silk from cotton.
Silk began to be preferred as a wages here higher, Diyan was stronger and easier to be and silk yarn would
take colour well around this time many weavers migrated from Khammam Mahbubnagar Guntur and other
places in the Pochampally it’s also the shift of weavers from cooperative to working under master weavers
increased.

INDIAN HANDLOOM We have observed that it is long and tedious process, and while many
attempts have been made towards modernization, the intricate yet simple geometrical designs achieved by
the traditional processes and handloom could not be replicated. While the craft is unique, and it extends on
to make the settlement unique, the weavers as they struggle to raise their standard of living and most are
only able to ‘get by’ somehow. Scores of weaver households have given up their looms to gather dust in
their lofts, in search of even marginally better prospects.
Now Pochampally were exhibited in All India Handicrafts exhibition, Delhi and they attracted for those and
ordered this more and more
PRODUCT RANGE
In Indian handloom there are many varieties
● Pochampally Ikkat sarees
● Pochampally Patola sarees
● Pochampally silk sarees
● Pochampally cotton sarees
● Pochampally plain sarees
● Pochampally dress materials
● Pochampally fabrics
● Pochampally cotton dupattas
Pochampally sarees are for light-weight fabrics and their colourful designs, which perfectly suits. The use of natural
fibres like silk and cotton make them so popular with handloom lovers. They have gained such prominence for their
geometric patterns, which are created using a special weaving procedure. The globally reputed Pochampally Ikkat
weave is unique to the place and is almost impossible to replicate elsewhere. Pochampally sarees also come in many
elegant patterns which speak of nothing by grandeur and style and the dress materials are very unique in style and it
has single ikat and double ikkat. Dupattas and their colours are very traditional way they have tassels at the end of
the border and cotton fabrics are very pure.

WEAVING TRADITION
We have visited beside the Indian handloom there is a ministry of Indian textile weaving in this weaving
Department we have seen many orders that are ordered by buyers and vendors which we have seen the order
details and the procedure of the design, and we we have observed in that order is Natural dyes were used to
create patterns and . The colours were extracted from leaves and flowers,Natural dyes were used to create
patterns on these and the colours were extracted from leaves and flowers, apart from sarees, Pochampally
weavers are producing handloom fabric to make shirts and kurtas for men, stoles and dress material for
women, and drapes, bed-sheets and furnishings for modern homes. This, versatile approach to appeal
modern and contemporary markets, is a very important aspect for the survival of this weaving tradition and
should be supported and encouraged in all the ways.
In this textile industry we have asked where these orders and specific designs and fabrics come from so they
explained there is a specific village koyalaguda In this village other than Pochampally they have their
weavers they have involved the various processes of weaving in the household. On an average 2-3 members
per family are in the family occupation. It is found that most of the families along the weavers have more
than 5 members in the family.

WEAVING PROCESS
Here we have collected some weaving process from that villagers
The process starts with the selection of silk/ cotton yarns, from a variety of qualities procured from various
production centres. The popular destinations of the raw material are Chennai, Calcutta, Hyderabad and
Maharashtra. Raw silk is specially treated for Ikats and the process requires detailed designs are first marked
out on a graph sheet by breaking the design down in units. Here, several different patterns are merged to
form a particular design for a saree. Also, the colours are identified here, to detail out the number of tying
and dyeing processes the saree will require. More colours in design entail a number of repeated dying
Design Marking on both the warp and weft is one of the most crucial steps Threads after design marking is
complete post the marking stage, threads are tied with rubber for the dyeing process. The yarn is then added
to the dye bath and worked by hand to penetrate the areas between the tightly bound resist areas. After
thorough saturation of yarn, the vessel is taken to the fire to boil for an hour or two. The yarn should remain
in the dye bath until cooling has been completed. Rubber being removed after one process of dyeing.
The unwrapping requires great care especially with the fine cotton ties to avoid cutting the dyed threads.
Displacement of the design can occur if length of a warp thread is changed. After the weft threads have dried.
After the warp threads are dried, they are again laid out in the open for arrangement according to design.
Once the loom is set and the bobbins are wound, weaving begins. An experienced weaver weaves around 8
sarees in a month, while the younger, less experienced ones may be quicker to dole out 10 sarees in the same
time, but with a little less intricacy in their designs. A novice starts with trying his hand
on the simplest of designs in cotton sarees, as the thread is thicker and thus a little easier to weave. The finer
the thread and more interwoven the design, the more years of practice are required to get it right in all its
glory. They weave for continuous long hours through day and night.
MARKETING
Nowadays traditional handloom weavers are losing out to industrialisation and struggling to keep pace with
the changing market and demand but here the weavers together to save the traditional mean handmade
Pochampally got from slow death here the textile technique involves making patterns by tying and dyeing
the yarn prior to leaving this unique process quit labour-intensive give their Ikat fabric distinctly identity the
popularity of the design has had large-scale manufacturers copying them the mechanism looms and mass
producing them at much lower prices so this is the weather traditional weavers are slowly coming back from
the dead and the colours and the process of works and the techniques they have used with the new colours
and coming with the innovational designs and using the market strategies.

4Ps

PLACE: Pochampally is traditional weave of Telangana. Most of the people who likes to follow their
tradition tends to wear pochampally weaved products regularly so the markets in Telangana and most of the
areas in south India has pochampally for sure. So mostly the pochampally craft is viewed in southern Indian
market, but it is available in others parts of Indian markets, even it is demanded outside the country too. So,
the Indian handloom, which is situated in Hyderabad, Telangana sells their product mostly in the markets of
southern India, some other areas of India an even outside the country too.

PRICE: Rs 800 to 10,000

PRODUCTS: Pochampally dupattas Pochampally fabric, Pochampally suit piece, Pochampally silk saris,
Pochampally cotton sarees, mask, curtains, bedsheets and pillow covers.

PROMOTION : The Indian handloom does promotion of pochampally craft by showcasing this craft in the
exhibitions done on various events and mainly on handicraft day. Some shops make the videos and click the
pictures of their product range and put it on social media to let it circulate worldwide.

STP ‘s

SEGMENTING : It has clothing and fabric for women, interior, men wear and kids are made from
pochampally fabrics as per the design one want to create. Pochampally sarees, dress material. All of them
are part of Indian handloom product strategy in its marketing mix. It is one stop market for anybody looking
to purchase pochampally craft fabric for different purposes. Indian handloom has variety of product range
and designs. Pochampally craft is famous among both high-end fashionistas and general public. The
accessibility of product line is influenced by preferences of target market.

TARGETING : We will be targeting the women aged between 30 to 60 who are more familiar with sarees .
The women who are house makers, office going and wants to follow their south tradition, etc. As it is very
comfortable and light weighted (easy to carry) a woman can use it in her day to day life.

POSITIONING: As our product is sustainable and very comfortable to use does it also point out for
following our own tradition and keeping it alive. Also promoting the skills workers as their livelihood is
dependent on this only.