One District One Product (ODOP) Scheme

Diagnostic Study Report

Product Eco System & Cluster
Prayagraj District

MOONJ PRODUCTS

National Institute for Micro, Small and Medium Enterprises (ni-msme)

(ni msme)
(An organization of The Ministry of MSME, GoI & an ISO 9001-2015
2015 Certified)
Yousufguda, Hyderabad – 500 045

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 CONTENTS
S.NO. TOPIC

Project Summery

1 Introduction

2 Global and National Scenario of Pottery

3 Cluster Profile

4 Manufacturing Process

5 Core cluster actors & Cluster map

6 Analysis of business operation

7 SWOT analysis

8 Key issues observed in the cluster

9 Cluster Vision & Strategy

10 Need Assessment of Hard Interventions

11 Action Plan

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 PROJECT SUMMARY

1. Location : Prayagraj District, Uttar Pradesh

2. Product : Moonj Products
3. Location : Prayagraj District, Uttar Pradesh
Maheba, Naini, Bannera, Madoka, Keiri, Handiya,
Sason, Lalgunj, Pibitsa, Indulpur, Kurva,
Dandupur, Shankarga, Mejha, Arail, Piprasa,
Bhadara, and Mohbatganj villages
4. Age of the Cluster : 250 years
5. Product Range : Rs. 100/- to Rs. 6,000/-
6. No. of Units : Micro
7. Artisans / Entrepreneurs: 2000 Nos. More than 800 artisasn are located in
Maheba, and Naini villages
• 65% Minority
• 30 % SC ST
• 2% OBC
• Women make Moonj craft whereas men are
involved in marketing

8. Employment:
• 1% Master craftsmen
• 50% Skilled craft persons
• 20% Semi-skilled craft persons
• 20% Raw Material suppliers
• 5% learning stage craft persons
• 4% Marketing Craft persons

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9. Wage of Women artisan per day: Rs. 75/- to 125/-
10. Income of units per Annum: Micro
11. Craft/ Industry: Craft
12. Cluster Products: Baskets, mats, coasters, boxes
13. Cluster turnover: 6.00 crores
14. Name of IA: District Industries Centre, Prayagraj
15. Project Objectives:
• Understand socio-economic conditions of the
artisans
• Find challenges of artisans in their business
operations
• Identify possible interventions for improved
quality and productivity
• Design strategy for implementation of identified
interventions
• Find out suitable organization/ agency for
implementation of hard interventions
• Scope for mobilization of resources viz., land,
funds etc for setting-up of CFC.
• Identify possible opportunities for convergence
with other programmes/ schemes
• Studying scope for improved presentation,
packaging and branding

16. Key Gaps Identified

Raw Material related

(Raw Material suppling villages)
• Normally it will be available on the road sides
and river bank sides in all villages. But most

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 of the raw material has been procuring from
the villages Basava, Mohabaatganj, Madovka,
Vadikapurva, Tohaklurikapurva
• The raw Materials “Bhalla” and “Khasa” are
available nearby villages. Moonj is available
only 25 to 40 days in the year between the
festivals “Durgastami” and “Deepavali”.
Remaining months the raw material is not
available. It is like agriculture crop which
gives in a year. Raw material Khasa is
available for twice in a year.
• Sometime climate is also effecting the
availability of raw material. Last year raw
material was available for only 15-20 days
• Raw Material suppliers go to the riverside,
road side and agriculture fields for cutting the
Bhalla and Khasa. There is no cost for
procurement of raw material from river banks
and road side. But in agricultural fields they
have to pay the money to the land owner who
has the raw material. Around 80 raw material
suppliers are living in maheba, naini.
• The artisans have to walk 2-4 kilometers a day
carrying raw material on their head. When the
artisan hiring auto for long distances, they
charge for wholw day. Small transportation
vehiccles viz., e-rikshaws are required.
• The artisans using the traditional tools for
cutting the Bhalla and Khasa. They are afraid

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 of snakes, centipedes, scorpions, honey bees
and other insects
• Artisan’s hands and legs were cutting and
bleeding while cutting the raw material and
making moonj products.

Technology related
• Artisans are using traditional and locally
available implments for cutting raw material
and making craft items
• Presently no machines are using in the
production of Moonj Products.
• Suitable new packaging methods need to be
developed
Design related

• Though the crafts of Moonj products are

having good demand, a large number of
artisans are practicing on traditional methods
and making same products for long time.
They expressed to provide design inputs with
experienced designer to introduce new
product range as per market trends

Finance

• Insufficient working capital is major challenge

for the artisans. On several occasions they sell
at low price to meet their financial
requirements as well as operational
expenditure.

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 • The artisans have limited access to the Banks
and need awareness on MSME schemes like
MUDRA, PMEGP etc.
• Require full support for the purchase of Raw
material which is used through out the year.
• No bank is supporting the artisans

Market related
• Moonj Products have its good name and
fame. But there is no common plotform to
sell the products.
• During festival and special occations, there is
good demand for moonj products like Basket,
Pooja baskets. There is necessity for
designing new product range as per market
trends
• The traders and individual buyers are visiting
artisan production houses and purchasing
their required products. Further, the artisans
are participating in the trade fairs, Melas, Dilli
Haat, Lucknow Mahostav, Agra Mahstov,
Rural Handicraft Melas. However, the artisans
requested to establish common display cum
marketing outlet at Industrial area which
facilitates them in improving sales.
• The artisans not are directly exporting but in-
direct export through traders.

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• The products are sold across India but
mechanism needs to be developed to get more
margins for the artisans.
• The artisans are not into e-commerce but
some traders are into the same. Creating
marketing consortium may help for exports as
well as e-commerce.
• The artisans have the healthy competition
among them. Hence, needful interventions for
development of new product range with
improved infrastructure, developing marketing
tools viz., branding, improved packaging and
publicity
• Prayagraj is Holy place a large numbe of
piligrim are visiting Triveni Sangam for a holy
dip in sangam. Sales through Mobile van will
help the artisans to get more profit for their
products
• Whole Sellers and traders are purchasing the
stock from the artisans. They are reselling the
products at high rates. The artisans are getting
nominal wages. No profits on products.
• Large number of artisans supplying to traders
and whole sellers at Lucknow, Kanpur,
Bangalore.
• Artisans are not exporting the products where
as some of the traders, wholesalers are
exporting the products

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Infrastructure related
• Yearly once raw material is available. Storage
faciltity shoul be there to store the processed
raw material like bhallas and khasa grass
should be kept it, which serves whole the year
for production of moonj products.
• Storage facility should be provided for keeping
the finishied products and sales.

Social/ Community related

While procuring the raw material Snakes,
Centipides, Honey bees are biting the artisans.
Somes times artisans are facing knee pain,
hands pain and back pain problems
The senior artisans are facing difficulties in
getting old age pension
Welfare measures should be taken for labour
and artisans involved in Moonj Prodution
Transportation of Raw material is tedious
Lot of minority community women are
involved in the production of Moonj. They
are not coming out for sell their product
directly to the customers.
Policy related

• Moonj craft is unique craft having name and

fame. But it limited to Uttar Pradesh. The
artisans expressed that the Government may
give orders to display the products in
Government offices and also souvenirs to give
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 them to special guests on special occasions.
Moonj Produts craft products should be
added in GEM Portal to facilitate
Government departments to procure
mementoes for guests
Infrastructure related
• Insufficiaent space with artisan families to
keep the raw material (Processed Khasa and
Bhalla)
• Equipment’s for storage for the prepared
bhallas filled with in the Boras. Wooden/Steel
Stands structure for storage of Boars.
• Common place for dye the Bhallas
• Equipment’s required for Dyeing purpose
• No common plotform for sale of moonj
products.
Presence of Banks
• Indian Overseas Bank
• Bank of Baroda
• State Bank of India
• Alahabad UP Gramin Bank

Presence of State/ Union Departments supporting the cluster

• Handicrafts Marketing & Service Extension
Centre, Varanasi
• Khadi & V.I. Board, Prayagraj
• Uttar Pradesh Institute of Design, Lucknow

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Presence of Association/Consortium/NGOs/SHGs:
• No SHGs of Craft persons in moonj produce
artisans
• One NGO namely SWATEDSHI INDIA
FOUNDATION” Prayagraj, which is a ISO
9001:2015 certified institution is working for
the welfare of the Moonj products artisans.
17. Scope for Interventions:
• Skill Training programmes are to be conducted for
younger generation and new artisans who are interested
to learn this craft.
• Design Development programmes are to be conducted
to enhance the skills of semi-skilled and skilled artisans
and learn production of new designs as per the
preference of the customers and market demand
• EDP programmes may be conducted to attract new
artisans
• Programmes on Packing and Branding may help in
improving presentation and profit margins
• Requirement of Tempos/auto/e-rickshaws with suitable
attachments may be used for cutting of Bhalla and
Khasa, and the same vehicles are used for transportation
• Storage facility for keeping the rolled Bhalla and Khasa,
which should be kept in non-moisture position keeping
it in Polythynene film/bags.
• Common production cum Training Centre may be
established
• Establishment of Crech for children whose mothers
working in the CFC
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 • Common Sales show room may be established for
display and sale of Moonj products.
• Prayagraj being tourist place, a sales show room may be
set up in Prayagaraj for live demonstration and sale of
prodcuts.
• Mobile sales vans arrangement may be made in
Prayagraj to sell the products.
• Buyer’s sellers meets should be conducted to improve
the business.
• Government should purchase moonj products produced
by the Prayagraj district artisans in office use.

18. Proposed Interventions

Soft Interventions
• Skill up-gradation programmes for younger generation and semi-skilled
artisans
• Integrated Design Development programmes for skilled artisans
• Trining programmes on Dyeing
• Exposure visits to successful craft clusters
• Organisig EDP Programmes
• Participation in trade fairs and exhibitions
• Organization of Buyer-Seller meets
Hard Interventions

• Raw Material Bank (RMB) with a capacity to cater 2000 artiass throughout
the year.
• Establishment of Production cum Training Centre with required
equipments to train younger generation, semi-skilled, skilled, and master
craftsmen

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 • Construction of Display cum Sales outlet with all furniture, fixtures, at
Prayagraj
• Storage facility for Raw material, finished products with Racks, and
Almarahs
• Common Facility Centre with four Mini vehicles to transport raw material
within the cluster
• One vehicle to organise mobile sales and participation in the fairs, festivals,
exhibitions, crafts meals with cluster products

19. Project Cost

Soft Interventions (Rs.in lakhs)
Sl. Batches/
Name of the Activity Amount Total
No. Events
1 Skill Training Programme to Younger 5 2.00 10.00
Generation/New Members
(5 Batches - 125 members)
2 Skill Up Gradation/Design 10 2.50 25.00
Development Programme
(10 Batches - 250 members)
3 Dyeing Training Programme 2 2.00 4.00
(2 Batches - 50 members)
4 Marketing Training Programmes 2 2.00 4.00
(4 Batches - 100 members)
5 EDProgrammes 2 3.00 6.00
(2 Batches – 100)
6 Exposure Visits 2 2.00 4.00
(2 Batches - 50 members)
7 Participating in 10 0.50 5.00
Exhibitions/Fairs/Festivals/
(10 events)
8 Buyers Sellers Meet 2 2.00 4.00
(2 events)
9 Folders, Leaflets, publicity 3.00
TOTAL 65.00

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Hard Interventions (Rs.in lakhs)

Sl. Batches/
Name of the Activity Amount Total
No. Events
1 Construction of Training cum Production 1 - 95.00
Centre (8,000 sf ft)
(Working Place, Training Building, Raw
Material Bank, storage for Finished
Products, Office with guest room, small
show room, crech, dining hall and toilets)
2 Equipment/Material/Furniture for 1 - 5.00
Training programmes
(Computer, Projector, Chairs, Tables, etc.)
3 Furniture 1 - 8.00
(Almarahas, Boris, racks, drums and etc.)
4 Show Rooms with all furniture and 2 20.00 40.00
equipment
5 Design Studio 1 - 2.00
(Camera, Computer, Printer, Xerox etc.)
6 Dying Equipment 1.00 3 3.00
(Vessels, Stove, Bhatti)
7 Tool Kits 1000 500 5.00
8 Small Transportation Vehicles 4 2.50 10.00
9 Mobile Sales Van 1 - 15.00
10 Generator (medium) 2.50
TOTAL 185.50

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Total Project Cost

Sl.
Intervention Total cost
No.
1 Soft intervention 65.00
2 Hard Intervention 185.50
3 Project Management Cost 35.50
(15% of 1+2)
Total 285.00

20. Scheduling
Soft Interventions

Sl. 2019-20 2020-21 2021-22

Activity
No. Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
1 Skill Training Programme to
Younger Generation/
New Members Aritsans
(5 Batches - 125 members)
2 Skill Up Gradation/Design
Development Programme
(10 Batches - 250 members)
3 Dyeing Training Programme
(2 Batches - 50 members)
4 Marketing Training
Programmes
(4 Batches - 100 members)
5 E D Programmes
(2 Batches – 100)
Exposure Visits
6 (2 Batches - 50 members)
7 Participating in
Exhibitions/Fairs/Festivals/
(10 events)
8 Buyers Sellers Meet
(2 events)

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Hard Interventions
Financial Year
2019-20 2020-21
Sl.
No Activity Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
1 Construction of Training cum
Production Centre (8,000 sf ft)
(Working Place, Training Building,
Raw Material Bank, Finished
Products keeping place, Office with
guest room, small show room,
crech, dining hall and toilets)
2 Equipment/Material/Furniture for
Training programmes
(Computer, Projector, Chairs,
Tables, etc.)
3 Storage Material
(Almarahas, Boris, racks, drums
and etc.)
4 Show Rooms with all furniture and
equipment
5 Design Studio
(Camera, Computer, Printer, Xerox
etc.)
6 Dying Equipment
(Vessels, Stove, Bhatti)
7 Tool Kits
8 Small Transportation Vehicles
9 Mobile Sales Van
10 Generator

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21. Scope for convergence
• Networking with District Rural Development Authority for strengthening
of backward linkages
• Networking with NGOs/ CSR foundations to train artisans to make
specialized craft products/ mementoes and initiate e-commerce
interventions etc
• Networking with Tourism Department to set-up demonstration units/
marketing outlets at tourism destinations within the state and outside state
• Networking with Educational Department to provide craft skills to the art &
craft teachers and students

22. Proposed SPV for interventions

SWATEDSHI INDIA FOUNDATION, Prayagraj, which is a ISO
9001:2015 certified institution is working for the welfare of the Moonj
products as well as some senior artisans have shown interest to take part in
development activities and expressed to contribute 10-20% for
infrastructure development viz., construction of production cum Training
Centre, Salesoutlet, Procurement of transport vehicles etc.,

23. Key impact

• Drudgery will be reduced by utilising the mini transport vehciles to
transport raw material, and semi processed raw material.
• Availability of raw material as and when required
• Atleast 200 new artisans will be attracted to create micro enterprises
• At least 25% increase in profits for individual artisan
• Reach cluster products to national and international markets through
artisans
• CFC helps in value addition which leads to increased turnover
• It is expected that the turnover of District will be doubled
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 Chapter 1
Introduction

India has rich traditional arts and crafts. Generation by generation arts and crafts
are being practicing all over the India. Arts and Crafts are providing huge
employment in the rural areas keeping the traditional values and cultural heritage
passing to the next generation. The ethics and values are filling with their skills in
arts and crafts. They are producing crafts with the locally available raw materials.
The arts and crafts are providing employment to crores of people of Indian
unskilled, Skilled and Master Crafts persons. Which is supporting the Indian
economy growth. Shilpa Gurus, Notational Awaredees, National Merit Certificate
Holders, State Awardes, Designers are adding new designs new production
methods in their respective crafts every year.

The impact is due to the changing consumer taste and trends for the 7 million craft
persons who are the backbone of the Indian handicraft industry possessing
inherent skills, technique and traditional craftsmanship quite sufficient for the
primary platform. However, in the changing world market, these crafts persons
need an institutional support at their places of work i.e. craft pockets for value
addition and for the edge with other competitors. There is a high demand for
Indian utilitarian and traditional crafts in the domestic and international markets. A
total of 199 lines of products are now being produced and exported from India.
India has been a large exporter of handicrafts over the years and the exports trend
has been increasing year by year.

Moonj craft was practicing in Prayagraj district especially in Maheba (Naini).

Hundreds of women artisans practicing the craft. This craft was practicing nearly
80 years. India is one of the important suppliers of handicrafts to the world
market. In the changing world scenario, craft products exported to various
countries form a part of lifestyle products in the international market.Currently,

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India’s share is 35 per cent of total global exports. About 85 per cent of total
production in the country is exported to more than 100 countries.

The Indian cottage industry, not only provides employment to the rural artisans
but also has played an important role in building a parallel rural economy. Even
now the small group of SHGs help to solve social and economic problems of the
artisans, by providing employment. It provides employment to a vast segment of
crafts persons in rural and semi urban areas. Handicrafts have great potential, as
they hold the key for sustaining not only the existing set of millions of artisans
spread over the length and breadth of the country, but also for the increasingly
large number of new entrants in the crafts activity. Each State has its unique
handicraft products which reflect the diverse nature of the Indian handicrafts
industry.

The UP government’s One District, One Product scheme (ODOP), launched in

January 2018, is aimed at scaling up traditional industries associated with each of
the 75 districts in UP like .the ancient and nutritious 'Kala namak' rice, the rare and
intriguing wheat-stalk craft, world-famous chikankari and zari-zardozi work on
clothes, and the intricate and stunning horn and bone work that uses the remains
of dead animals rather than live ones, a nature-friendly replacement for ivory.
Many of these products are GI-tagged, which means they are certified as being
specific to that region in Uttar Pradesh. Many of these traditional enterprises are
also facing numerous problems and disappearing for various reasons. The ODOP
interventions will also help in revival of these unique crafts and traditional
industries.

Under the scheme, the State Government identify critical gaps and support for
technology up-gradation, marketing, skill development and infrastructure

19
development in holistic way so that the artisans and micro enterprises will get
benefited. The major objectives of ODOP Scheme are as follows:
- Preservation, development and revival of traditional crafts / skills and
promotion of the art.
- Improving income of the artisans and create employment opportunities
resulting in decline in migration for employment.
- Enhancing product quality through skill development and providing
necessary tools and equipment.
- Transforming the products in an artistic way through improved packaging
and creating market through branding.
- Create awareness on traditional products, production process through live
demonstration and connecting with tourism destinations
- Resolve the issues of economic difference and regional imbalance.

Last but very importantly, to take the concept of ODOP to national and
international level after successful implementation at State level.

The ODOP cell of Department of MSME & Export Promotion of Government

of Uttar Pradesh has assigned the task of studying product eco-system and cluster
for promotion and development of Black Pottery Crafts in Azamgarh District to
National Institute for Micro, Small & Medium Enterprises (ni-msme), Hyderabad.

Scope of the work:

• Understand the socio-economic environment of Artisans
• Bring out the present status of the cluster
• Examine the promoteability of the cluster by taking institutional
building, production, process, finishing and other infrastructural
requirement for overall development of the cluster.

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 • Analyse the strengths, weaknesses, opportunities and challenges
(SWOC)
• Analyse business operations and find out pressure points that are
hindering development of the cluster
• Identify suitable areas for interventions for development of
enterprises
• Prepare strategic action plan to attend the immediate problems of
the cluster units
Methodology:
• An in-depth diagnostic study is carried out to get insights into the
Prayagraj Moonj and also understand its structure, existing status in terms
of skills, raw materials, technology, processes, backward and forward
linkages, export potential, the stakeholders as well as role of cluster actors.
Also, efforts were made to identify the critical gaps in the operation of the
cluster and scope for improvement of the same.

• Diagnostic Study is carried out by the experienced team of ni-msme,

using various tools, like personal interviews and intensive interactions,
focused group discussions, semi-structured questionnaires, SWOT analysis
etc. with the cluster stakeholders, actors and association members.
Meetings with the officials of line departments, district administration and
bankers were also held. The following steps give an overview of the
process adopted for carrying out diagnostic study of the Cluster

• Desk research
The team thoroughly studied the literature available on Prayagraj Moonj
crafts, the place where the cluster is located, secondary data such as, Credit
Plan document of banks operational in the area and other documents related

21
 to the cluster. It provided an insight into the different aspects contextual to
the cluster.

• Design and development of study tools

tools.
The cluster specific questionnaires were prepared by the Project Study Team
to generatee data from various stakeholders and key actors present in the
cluster.
• Meeting with Cluster Actors
The Study team held preliminary meetings with the officials of DIC, and
financial institutions in order to understand their role and perception towards
the cluster. During these meetings, the team also tried to assess their level of
involvement in providing the facilitation support. The study team had
frequent meetings with the artisan groups at different villages also to
understand the cluster and its re
requirement.

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• Awareness workshop
An awareness workshop aiming towards trust building is organized by the
Team with a view to brief the cluster stakeholders and key actors about the
purpose and approach being adopted for the Diagnostic Study and also scop
scope
for implementation of soft and hard interventions in the cluster. Stakeholders
from different segments of the cluster, key actors, association members etc
were participated in the workshop.

• Focus and Large Group Meeting

Large Group Meeting was cond
conducted
ucted at Maheba Naini on 15.09.219 under
the chairmanship of Sri Ajay Kumar Chauraisya, Dy. Commissioner, DIC,
Prayagraj. Sri Gyanendra Kumar Gowtham, Additional Stastistical Officer,
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DIC, Shri G. Raj Kumar, Consultant, ni-msme,, Hyderabad, Shri Dhattatrey
Dhatta
Pandy, Secretary, Shri Shashank, Swadeshi India Foundation (NGO),
Panchayat Secreatry and nearly 200 Moonj Producing artisans were
participated in the meeting. Dy Commissioner briefed about the ODOP
scheme and other schemes implementing for the welfare of Moonj Craft
Artsaisns. He motivated the artisans by explaining the various opportunities
in production and sale of Moonj products. Sri G. Raj Kumar explained
ODOP scheme objectives taken the additional data and information for the
preparation of DSR
SR of Moonj product of Prayagraj.

24
• Cluster mapping
Cluster mapping was done to identify and list out the cluster stakeholders,
map the artisan locations and understand their socio-economic profile.
• Data collection, assimilation and Analysis
The field data collected from different sources and through a mix of tools
was compiled, processed and analyzed on various parameters. The team
visited the cluster stakeholders, shared the objective of the study, gained
insight into various aspects related to the process, technology, operations,
marketing etc.
• Draft Report Preparation
The draft of Diagnostic Study Report is prepared on the basis of field
observations, interactions, discussions and the analysis of data gathered from
the cluster. Further, it was shared with ni-msme for their suggestions and
review.
• Cluster Stake Holders Meeting
Cluster stake holders meeting conducted at Maheba on 04.11.2019. Sri
Gyanendra Kumar Gowtham, Additional Stastistical Officer, DIC, Prayagraj,
Shri G. Raj Kumar, Consultant, ni-msme, Hyderabad, Shri Dhattatrey
Pandy, Secretary, Swadeshi India Foundation (NGO), Smt Firoza, State
Awardee, Mrs. Chand, Sri Hari Mohan Pandy, Smt Abdab, Smt Rajini, Smt
Sabeena Bhanu and other senior aritsans. Sri G. Raj Kumar explained on
profile of the cluster, scenario of business operations, gaps/issued identified,
and decribed about the SWOT analysis of the cluster. Also explained the
proposed intervetnions for the welfare of Moonj products.

25
 The findings, recommendations, interve
interventions
ntions and action plan mentioned in
the draft report were shared with the artisans during the validation workshop
in presence of the officials of DIC. The relevant suggestions emerged during
the workshop are incorporated in the report to make it as realistic
realistic as possible.
• Finalization & submission of report
The project report is to be finalized after incorporating the suggestions and
additional information emerged from the meeting to be organized under the
chairmanship of District Magistrate.

26
 Chapter 2
Global and National Scenario of Moonj Products

The handicrafts sector is important for the Indian economy as it is one of the
largest employment generators and accounts for a significant share in the country’s
exports. The state and regional clusters contribute significantly to handicrafts
export. The Indian handicrafts industry is fragmented, with more than seven
million regional artisans and more than 67,000 exporters/export houses promoting
regional art and craftsmanship in the domestic and global markets.

• Handicraft exports from India increased by 1.65 per cent year-on-year

during April-November 2018 to US$ 2.42 billion. During this period, the
exports of various segments registered positive growth like Shawls as
Artwares (77.50 per cent), Woodwares (23.57 per cent), and Miscellaneous
Handicrafts (19.74 per cent).
• Indian handicrafts are exported across geographies, with the top 10
destinations being the US, the UK, the UAE, Germany, France, Latin
American countries (LAC), Italy, the Netherlands, Canada and Australia.

Government of India increased incentive rates under the Merchandise Export

from India scheme (MEIS) to 7 per cent from 5 per cent for handicraft items
which will help exporters to recover the input costs which are involved in the
production of handicrafts, which will also lead in competitive pricing and also
boost exports.

27
For those who prefer ethntic with the raw look, India offers a superb selection of
baskets made of moonj grass. These are available in attractive blends of traditional
tradition
designs and modern functional utility.

Durable and decorative cane furniture and other articles made here are a major
draw as items for export. World imports of basket work and related products are
quite substantial. It has a huge demand overseas and is exported to over 100
nations, a few of them are U.K, Germany, Netherland, Italy, France and Gulf
Countries etc. Many designers, retailers, wholesalers and NGOs from Alahabad
and other part of Utter Pradesh are using social media and e-commerce
e commerce .

28
 Chapter 3
Cluster Profile

About Prayagraj
The city is also called as Prayag which means a “place of offerings”, name
originated from the Sangam (union) of 3 sacred rivers, namely Ganges,
Saraswati and Yamuna. The city was called as Kaushambi by the Kuru rulers.
Allahabad is at the southern part of Uttar Pradesh and is the 7th most populated
city in the state. The city accommodates many colleges, institutions and central
and government offices.

Prayagraj is one of the oldest cities in India. It is crowned in ancient scriptures

as ‘Prayag’ or ‘Teertharaj’ and is considered the holiest of pilgrimage centres of
India. It is situated at the confluence of three rivers- Ganga, Yamuna and the
invisible Saraswati. The meeting point is known as Triveni and is very sacred to
Hindus. The Kumbh held in every six years and Mahakumbh in every 12 years
at Prayagraj (Sangam) are the largest gatherings of pilgrims on this earth

Allahabad, the second-oldest city of India, holds an important place in Hindi

scriptures. It was developed as a capital by the Kuru rulers of Hastinapur and
continued to become the center of politics, culture and administration of Doab
Region. The city’s name was changed from Prayag to Allahabad by Akbar, the
Mughal Emperor.

The history of Prayag goes back to the Vedic times, the place is known to be the
location where Brahma had attended a ritual sacrifice. Prayag is also an
important milestone in Ramayana, Lord Ram had stayed at Saint Bharadwaj’s
ashram before proceeding on to Chitrakoot. Excavations in the city also prove
the city’s existence back to 600-700 BCE.

29
 Geography
Prayagraj is located at 25.45°N 81.84°E in the southern part of the Uttar
Pradesh at an elevation of 98 meters (322 ft) and stands at the confluence of
two, the Ganges and Yamuna. The region was known in antiquity as the Vats
country. To its south and southeast is the Bagelkhand region; to its east is
middle Ganges valley of North India, or Purvanchal; to its southwest is the
Bundelkhand region; to its north and northeast is the Awadh region and to its
west along with Kaushambi it forms the part of Doab i.e the Lower Doab
region. In terms of geography and culture, Allahabad is located quite
strategically. While geographically Allahabad is at the mouth of Yamuna, a part
of Ganga-Yamuna doab culturally it is boundary of Indian West. City has
Pratapgarh in its north, Rewa is in south, Kaushambi in its west and Bhadohi in
its east.

Climate
Under the Koppen climate classification, Allahabad is classified as a city with
humid sub-tropical climate. Annual average temperature of the city is 26.1°C
and monthly average temperature ranges between 18-29°C. Its highest recorded
temperature is 48°C (118.4°F), and its lowest is −2°C (28°F). The city receives
2,961 hours of sunshine per year, with maximum sunlight in May.

Demographics

According to the 2011 census Prayagraj district has a population of 59,54,390. The
district has a population density of 1,086 inhabitants per square kilometer. Its
population growth rate over the decade 2001-2011 was 20.6%. Prayagraj has a sex
ratio of 901 females for every 1000 males, and a literacy rate of 72.3%.

30
 Total Population 5,954,390

Males 3,132,000

Females 2,823,000
Hindu 85.69 %

Muslim 13.38 %

Christian 0.23 %

Sikh 0.07 %

Buddhist 0.07 %

Jain 0.04 %

Others 0.01 %

Not Available 0.51 %

The total geographical area of the district is 5482 Sq. Km. The district is divided
into 8 Tehsils, 20 development Blocks and 2802 populated Villages.

No. of Municipal Bodies: 10

No. of Nyay Panchayats: 218

No. of Tehsils: 8

No. of Parliamentary Constituency: 2

Division: Prayagraj Division

No. of Blocks: 20

No. of Gram Panchayats: 1710

No. of Villages: 3178

No. of Assembly Constituency: 12

31
Blocks
S.No. Block Tehsil

1 Kaurihar Soraon

2 Holagarh Soraon

3 Mauaima Soraon

4 Soraon Soraon

5 Bahariya Phulpur

6 Phulpur Phulpur

7 Bahadurpur Phulpur

8 Pratappur Handia

9 Saidabad Handia

10 Dhanupur Handia

11 Handia Handia

12 Jasra Bara

13 Shankargarh Bara

14 Chaka Karchhana

15 Karchhana Karchhana

16 Kaundhiyara Karchhana

17 Uruwa Meja

18 Meja Meja

19 Koraon Koraon

20 Manda Meja

32
Literacy

Total Literates

Literate Males 2,291,418

Literate Females 1,523,735

Education
The city of Allahabad is having a reputation in higher education and sees a
number of learners and students from different parts of the country coming here.
There is a single central university, one open university, deemed universities are 3
are many other colleges and institutions for technical and research purposes.
These colleges provide higher education in various disciplines. Some of the
famous universities and colleges are:

• Allahabad university is the oldest university, at the position of four, and was
established in 1887.
• Motilal Nehru National Institute of Technology is one among the 20
National Instittues of Technology, and national importance institutes that
are found in the country. This particular NIT is ranked usually among the
top 15 colleges in India providing technical education.
• Motilal Nehru Medical College is one among the various medical colleges in
Uttar Pradesh, which are total 7 in number, and it also has a hospital
associated with it.
• Uttar Pradesh Rajarshi Tandon Open University is the only Uttar Pradesh
Open University.
• JK Institute of Applied Physics & Technology under the affiliation of
Allahabad University is one of the very old colleges of engineering in India,
where the courses of B Tech, M Tech and other higher degrees are offered
in the domain of telecommunications and electronics.

33
 • Allahabad Agricultural Institute was established in 1910 and among the
different agricultural colleges, this is one of the oldest in the south east asia.
• Indian Institute of Information Technology or IIIT Allahabad is among the
best engineering institutes in the country where people can pursue various
post graduate and undergraduate courses in the field of computer science
and related subjects. In order to enhance the excellence in the field of IT,
these institutes were started by MHRD. This IIIT is the only IIIT in entire
Uttar Pradesh and furthermore, it was among the first IIITs in India to have
got the Institute of National Importance status by the Indian Government.
• Institute of Engineering and Rural Technology in Allahabad offers courses
in diploma in different disciplines of engineering and also has various degree
courses that are under the affiliation of Uttar Pradesh Technical University.
• Govind Ballabh Pant Social Science Institute is among the Social Science
Research Institutes network colleges that was set up by the Indian Council
of Social Science Research or ICSSR along with the collaboration of the
governments at the state in the year 1980. Various kinds of research
activities were carried out in different interdisciplinary subjects related to
social sciences.
• Birla institute of Technology Allahabad is the college which was set up as an
extension of the BIT Mesra.
• Ewing Christian College is a co-educational institute with autonomous and
minority status that was established in 1902 under the Allahabad university.
During the visit of the American Presbyterians on a particular Christian
mission, this college was set up.

Crops

The District Prayagraj is mainly a agricultural district in which the main crops are
wheat and rice. Some area is cultivated under pulses also, like Arhar, Urad and
Chana. The principal sources of irrigation are canals and tubewells.

34
35
MOONJ PRODUCTS

In Hanuman Chalisa
“काँधमू
ेमजँू जनेऊ साजै” {The sacred thread (Yagnopavita) made of the Moonj grass
adorns on the shoulder of God Hanuman ji } from the puranas the moonj grass is
taken a high place.
Moonj products were more attached in the families of Prayagraj district. But
mainly a major number of artisan from Maheba (Naini) women artisans
practicise this craft upto the processed raw material available. This craft was
practicing nearly 80 years. A large number of women are practicing this craft for
their skills increase and better livelihood. Moonj Products has very good
significance name and fame in this area. Generation by generation in traditional
activities moonj products are used by the people. Products are very much
attached with the people dwellings in festivals and as well as domestic uses.

Moonj is the out layer of a type of grass called ‘sarpat’. This layer is peeled off and
knotted it is easy to dry, dying and store. These knots are locally called ”Bhalla”.
This Sarpat is available for the preparation (process) of raw materil from Dussara
Festival to Deepavali festival. Kasa Grass collected from the road sides and
agriculture fields. This is also the raw material used in making of Moonj
products.
Nearly 2000 artisans are practicing the Moonj craft. All most all the women
artisans are practicing this craft “Moonj”. Normally Family member except
men/boys are practicing the craft. Muslims artisans are major number are
practicing the craft.

36
MOONJ KHASA

Saccharum Munja Saccharum Spontaneum

Kingdom Plante Kingdom Plante

Angisperms Clade Tracheophytes

Monocots Clade Angiosperms

Commelinids Clade Commelinids

Order Poales Order Poales

Family Poaceae Family Poaceae

Genus Saccharum Genus Saccharum

37
Species Munja Species S. spontaneum

Saccharum munja, known as munja is a Saccharum Spontaneum (Wild

grass found in arid areas and along river
Sugarcane) Kans grass growing up to
banks in India. It belongs to the family
Gramineae. It grows up to 2 meters (7 three meters in height
feet) in height. Its white flowers are of
ornamental value.

Saccharum munja is used as a raw Kans grass quickly colonises exposed

material for thatching roofs. It is used silt plains created each year by the
for making baskets. The plant has retreating monsoon floods, forming
medicinal value. almost pure stands on the lowest
Its fibre is used for making portions of the floodplain. Kans
ropes. Saccharum munja, a perennial grasslands are an important habitat for
wild grass, is one of the ecologically the rhinoceros. In Nepal, kans grass is
successful native colonizer of abandoned harvested to thatch roofs or fence
mines. It forms pure patches on rocky vegetable gardens.
habitats with skeletal soils. It forms Elsewhere, its ability to quickly colonize
extensive root network that binds the disturbed soil has allowed it to become
soil/pebbles and forms tall thick clumps an invasive species that takes over
with high biomass tufts. croplands and pasturelands.
It is used by low income locals for Saccharum spontaneum It is used in
making ropes, hand fans, baskets, Ayurveda
brooms, mat, hut and shields for crop
protection.

Cluster Turnover : 6.00 crores per year

Age of the cluster : 80 years
Artisans : 2000
Major number of the artisans are belongs to
Muslims, Hindu and some members are Schdule
Caste

38
Cluster Products : Tea coasters, Fruit bowls, Roti Chapathi bowls
Dinning table Mats, Chair, Pooja baskets, pen
holders, wall hangings, Flower Pots, Baskets etc

Artisans normally produce the articles worth of

Rs. 100/- to 2000/-. They will also made the
articles as per the customer choice and demand.

In come of the artisasns : Rs. 2500/- to 3,500/- per month

Noramally Men are involved in the sale of the
products.

State Awardees : 2
Sri Afsar
Smt Firoza

Overall Allahabad has a very stable and diverse economy comprising various
sectors such as State and Central government offices, education and research
institutions, real estate, retail, banking, tourism and hospitality, agriculture-based
industries, railways, transport and logistics, miscellaneous service sectors, and
manufacturing. income of the city is US$2,299.

The construction sector is a major part of Allahabad's economy. Secondary

manufacturers and services may be registered or unregistered; according to the
third All India Census for Small Scale Industries, there are more than 10,000
unregistered small-scale industries in the city. An integrated industrial township has
been proposed for 1,200 acres (490 ha) in Allahabad by the Dedicated Freight
Corridor Corporation of India.

The primary economic sectors of the district are tourism, fishing and agriculture,
and the city is a hub for India's agricultural industry. In the case of agriculture
39
crops, Paddy has the largest share followed by Bajra, Arhar, Urd and Moong, in
declining order during the Kharif season. In Rabi, Wheat is predominantally
followed by pulses and oilseed. Among oilseed crops, Mustard has very less area
under pure farming and is grown mainly as a mixed crop. Linseed dominates the
oilseed scenario of the district and is mainly grown in Jamunapar area. in the case
of pulses, gram has the largest area followed by pea and lentil (masoor). There is
fairly good acreage under barley.

The city is connected to most other Uttar Pradesh cities and major Indian cities
such as Kolkata, NewDelhi, Hyderabad, Patna, Mumbai, Visakhapatnam, Chennai,
Bangalore, Guwahati, Thiruvananthapuram, Pune, Bhopal, Kanpur, Lucknow and
Jaipur.

Allahabad attracts students from throughout India. As of 2017, the city has one
central university, two State Universities and an open university. Allahabad
University, founded in 1876, is the oldest university in the state. Motilal Nehru
National Institute of Technology Allahabad is a noted technical institution. Sam
Higginbottom University of Agriculture, Technology and Sciences, founded in
1910, as "Agricultural Institute", is an autonomous Christian minority university in
Allahabad. Other notable institutions in Allahabad include the Indian Institute of
Information Technology – Allahabad; Motilal Nehru Medical College; Ewing
Christian College; Harish-Chandra Research Institute; Govind Ballabh Pant Social
Science Institute; Allahabad State University and Institute of Engineering and
Rural Technology.

The Naini area of Prayagraj is known for its Moonj craft. Easy availability of raw
materials has enabled this craft to flourish in the district. The market is flooded
with a variety of products made from moonj like basket (daliya), coaster stand,

40
bags, decorative items and more. Eco-friendly moonj products have the potential
to do well in the national as well as international markets

Moonj and Kaasa are the types of wild grass that richly grows near the banks of the
river in and around vast areas of Prayagraj. This craft is practiced mostly by
women. Moonj is outer layer of the grass which is peeled and knotted. This art is
been practiced from the last 60 to 70 years. The grass is cut during the winter and
the peel of the stalks is left out in dew for days to lighten its color. Many spilts are
dyed in bright color and binding is done these days with plastic strips, tinsel or
cloth.

The motifs of basketry are created by adding colored grass in between. The Moonj
coiled grass products are ideal to serve daily life purposes. These natural products
can be used as containers, food storage devices and wall decorators. The products
are very simple, attractive and eco-friendly.

Uttar Pradesh has a tradition of making baskets for everyday uses and for special
occasions by coiling the outer layers of the grass called moonj. This craft is
practiced mostly by women.

Moonj is an invasive form of grass that usually grows on the banks of water bodies
and marshy lands. Baskets, mats, coasters, boxes are made of this sturdy fibre with
the technique of coiling.

Here most of these women spend their days in the extensive task of child rearing,
and taking care of large families. The younger ones help their mothers or mothers-
in-law around the house. Some are involved in small jobs to supplement the family
economy by making moonj products.

41
Moonj (Saccharumspontaneum) is a wild monsoon grass that grows profusely in
scrublands of Allahabad, mainly in the months of September and October around
the time of Navratri. It’s a tall, graceful and wiry grass, that when picked, cleaned,
and sun dried to perfection, yields a fibrous coir that’s perfect for weaving baskets,
coasters, picnic hampers, and other delightful knick knacks. It also happens to hold
color really well, making way for vibrantly hued cheerful utility products, adorned
with well-ordered geometric patterns.

The grass is harvested by chopping off the stalk at its base, separating into
segments and then subsequently washing and then sun drying it. This lightens its
color from a leafy green to a more bleached yellow. It is then rolled into small
bundles that look like figures of eight, called ‘Balla’s, hence the alternative name of
Balla for the craft itself. These ballas are packed in gunny sacks which are covered
in tarpaulin sheets. Being a seasonal grass, most households where it’s a family
trade have a storage area demarcated, to stock the ballas for year-round use.
Sometimes rot gets to it, sometimes mildew in winter, but for the most part, it
stores well. Before weaving, it is partly softened a second time, boil-dyed in chosen
colors, and then braided and rolled into a dense structure that won’t come apart
easily.

The work itself is meticulous and time consuming. The ballas are softened,
segmented, tightly braided and then re-braided, and coiled into interwoven
spiraling sections. These are then subsequently stacked in various ways, to give
desired structure. A regular 9 inch Puja basket can take upwards of a day’s labor,
and the women say the pay is not good enough. This is probably a reason why
some are cautious about committing to it, and building a substantial client base
willing to pay the craft’s worth seems to be a crucial issue.

42
The word ‘frugal’ conjures up a plethora of concepts – which seem to be the key to
upliftment of low income communities who are busy minimizing impact on the
environment and the cost of produce. Such a promising paradigm could go a long
way, if properly implemented.

Moonj and rara are types of wild grass which grow near the banks of the rivers
around Allahabad. Moonj is outer layer of the grass which is peeled and knotted.
This art is been practised from the last 60 to 70 years. The motifs of basketry are
created by adding colored grass in between. The Moonj coiled grass products are
ideal to serve daily life purposes. These natural products can be used as containers,
food storage devices and wall decorators. The products are very simple, attractive
and eco-friendly.

Coiling is a basketry technique used by rural women in Allahabad, Behraich and

Gorakhpur districts in eastern Uttar Pradesh to make objects for use in the
kitchen. The baskets are used in the kitchen for storing flour and foodgrains.
Food, especially rotis, flat bread, stored in them stays fresh.Special baskets with
shell tassels are made by a mother for her daughter’s marriage. The baskets for
daily use are simpler and smaller. For the craftswomen of Allahabad, basketry
earns a living unlike in the other villages where it is a domestic craft. The baskets
of the Tharus of Behraich can be distinguished by their bold forms and stylized
animal and human motifs. In Gorakhpur, the women coil large beautifully
patterned maunis, circular baskets with large mouths and convex bottoms that are
laid in a row for the bride to step in as she leaves her home. The bride takes some
with her, laden with grain, sweets and other gifts.

The baskets are made from moonj and rara, a type of grasses that grow wild in
wastelands. Moonj baskets are lightweight and weather very well.Themoonj is
harvested in winter and the peel of the stalks left out in the dew for about 3 days,

43
for the colour to lighten. Some splits are dyed in bright colours to pattern the
baskets. The twining of the baskets these days is being done with material like
colourful plastic strips, tinsel and cloth. They are so tightly coiled that they are
almost waterproof and long-lasting.

This craft is practised mostly by women. The women gather raw materials from
the factory and make products at their convenience after they finish daily chores.
This craft has been passed down across the generations that have kept it alive.
Also, the craft has traditional significance as the products are given as gifts to
women in ritual functions and weddings. The art of basket weaving is as old as
pottery. The ancient nomadic food gatherers wove reeds together to prepare
baskets to hold their food or other collectibles. Later, with the advent of different
cultures, basketry took shape both for daily use and ritual purposes. Special
patterns have evolved according to local traditions and techniques. Though the
process involved in creating these products hasn’t changed over generations, but
natural dyes are being used now to make them attractive.

Originally, the colours were hardly used , but today if the item has to look
impressive, bright colours which are natural dyes are generally preferred. While the
most popular products include baskets, tablemats and containers, new designs
include earrings, fruit baskets and hand purses. They are priced between Rs 500-
3,000. It’s a one-piece craft. Once a certain type of design is made, it can’t be
exactly replicated which becomes difficult in case of bulk orders.

44
 Chapter 4
Manufacturing Process

45
46
47
48
Tools and equipment
• Sickle small
• Sickle Big
• Big sunini
• Small Sujini
• Wooden bat for dipping the bundle while dying
• Threads
• Stove
• Vessel for dying
• Bori/drums for packing processed Bhallas

49
50
 Chapter 5
Core Cluster Actors & Cluster Map
District Industries Centre (DIC), Prayagraj
• DIC is one stop solution point for the artisans.
• The overall requirements of artisans are identified and taken necessary
action
• DIC facilitate in their business operations by promoting the artisans in
participation of Exhibtions and melas

Swadeshi India Foundation

• The NGO is facilitating Moonj Craft artisans in getting Artisan Identity
Cards promptly.
• Supporting the artisans by conducting Crafts exhibitions and inviting the
moonj artisans.

Uttar Pradesh Institute of Design (UPID), Lucknow

• UPID is conducting Design Development progammes to improve design
skills of the artisans and awareness on new products.

Department of MSME & Export Promotion

• State Government is encouraging the artisans by distributing the State
Awardee and State National Merit Certificates, who is producing innovative
and attractive products.

Rastriya Swachha Ganga Mission

• Support the artisans by organising exhibtions for the sales of moonj
products

51
National Institute of Fashion Technology, Raibarily
• Support the artisans by organising exhibtions for the sales of moonj
products

Rural Self Emmployment Training Institute, Prayagarj

• RSETI is conducting training progarmmes to the artisans frequently for
younger generation, new artisans as well as skilled artisans to improve the
skills of artisans.

Development Commissioner for Handicrafts

• O/o. Development Commissioner (Handicrafts), Handicraft
Marketing Service Extension Centre (HM & SEC), Varanasai is
guiding the artisans and issuing the Artisan Identity Cards for eligible
artisans
• HM & SEC centre is conducting training progarmmes to the artisans
frequently
Commercial Banks
• Comercial Banks are issuing the loans to the artisans for procurement of
Raw materials.

52
 Chapter 6
SWOT Analysis
STRENGHTS
• Plenty of raw material is available (Sarpath and Kaasa)
• Artisans are hard working
• Artisans have tremendous skills.
• Very good name and fame for the Moonj products since long years
• Crafts used in traditional Poojas and occasions
• Artisans are enthusiastic to learn new things and, new techniques.
• Interested to improve learn new Marketing Activities and procedures for
getting more wages/earnings.
• A little bit was supporting by DC Handicrafts Department for identification
and sales of products.
• Craft has high employment potential

WEAKNESS
• Raw material is available for short time
• Low financial support to purchase of sufficient of raw material, which is
used for the whole year.
• No banks are supporting to them in the moonj production activities.
• Artisans are selling the products to traders/whole sellers. Artisans are
getting small earnings for their products.
• Artisans using traditional methods for processing Bhalla, dying and
production.
• Using traditional methods and producing traditional designs
• Short of Space and Dyeing equipment for dying in large quantity.
• Artisans are getting nominal wages. They are not getting handsome amount
according to their skills

53
 • Lack of poor retail marketing facilities.
• Non awareness of proper production and sales management.
• Non availability of the packing the products.
• Moonj products only known in Uttar Pradesh and surrounding states.
• No support form Government Department and institutions.
• Facing pains in neck, hands, back and legs for a long time sitting for the
production.
• Poor Exposure to new technologies, absence of full market intelligence.
• Unorganised marketing and inadequate market information.
• Capacity to handle limited orders

OPPORTUNITUES
• Prajyagraj is the Holy city.
• Large number of skilled persons available
• A large numbers of pilgrim visit for a holy dip.
• Very good demand for grass based produced products in the markets.
• All are loving eco-friendly products which are produced by Grass
• Very good scope for sales of products all over India.
• Very good scope for international markets.
• If the artisans trained in new techniques, new designs artisans will get
handsome wages/earnings.
• Day by day demand for moonj products were increasing.
• Use of e-commerce in direct marketing (Amazaon)

THREATS

• A Lot of time was consuming in procurement of Raw material from river

banks, road side and agriculture fields.

54
• Raw material collectors, artisans hands, legs are cutting and bleeding blood
while collecting Sarpath and Kaasa.
• Carrying the Raw material bundles on their head by walking.
• Above 4 kilometres above they are hiring the autos but they are charging for
the whole day fare.
• Sarpath and Kaasa (Raw Material) bundles are heavy. They facing the
problems of neck and elbows during back to home with bundles on their
head.
• Snakes, Centipedes, Scorpions and Honey bees are biting the raw material
procures while they are collecting raw material.
• Shortage of space for production and keep the produced items
• Shortage of space for storage of Raw Materials
• Artisans are mostly working in an un-organized set up which makes them
prone to exploitation by middlemen.
• Lack of coordination between retail sellers (who are selling the products)
• Better packing.

55
 Chapter 7
Key Gaps in the Cluster
The following gaps are identified in the cluster which are hindering development
of the cluster:
Raw Material related
• Normally it will be available on the road sides and river bank sides in
all villages. But most of the raw material has been procuring from the
villages Basava, Mohabaatganj, Madovka, Vadikapurva,
Tohaklurikapurva
• The raw Materials “Bhalla” and “Khasa” are available nearby villages.
Moonj is available only 25 to 40 days in the year between the festivals
“Durgastami” and “Deepavali”. Remaining months the raw material
is not available. It is like agriculture crop which gives in a year. Raw
material Khasa is available for twice in a year.
• Sometime climate is also effecting the availability of raw material. Last
year raw material was available for only 15-20 days
• Raw Material suppliers go to the riverside, road side and agriculture
fields for cutting the Bhalla and Khasa. There is no cost for
procurement of raw material from river banks and road side. But in
agricultural fields they have to pay the money to the land owner who
has the raw material. Around 80 raw material suppliers are living in
maheba, naini.
• The artisans have to walk 2-4 kilometers a day carrying raw material
on their head. When the artisan hiring auto for long distances, they
charge for wholw day. Small transportation vehiccles viz., e-rikshaws
are required.
• The artisans using the traditional tools for cutting the Bhalla and
Khasa. They are afraid of snakes, centipedes, scorpions, honey bees
and other insects

56
 • Artisan’s hands and legs were cutting and bleeding while cutting the
raw material and making moonj products.

Technology related

• Artisans are using traditional and locally available implments for

cutting raw material and making craft items
• Presently no machines are using in the production of Moonj
Products.
• Suitable new packaging methods need to be developed

Design related

• Though the crafts of Moonj products are having good demand, a

large number of artisans are practicing on traditional methods and
making same products for long time. They expressed to provide
design inputs with experienced designer to introduce new product
range as per market trends

Finance

• Insufficient working capital is major challenge for the artisans. On

several occasions they sell at low price to meet their financial
requirements as well as operational expenditure.
• The artisans have limited access to the Banks and need awareness
on MSME schemes like MUDRA, PMEGP etc.
• Require full support for the purchase of Raw material which is
used through out the year.
• No bank is supporting the artisans

57
Market related
• Moonj Products have its good name and fame. But there is no
common plotform to sell the products.
• During festival and special occations, there is good demand for
moonj products like Basket, Pooja baskets. There is necessity for
designing new product range as per market trends
• The traders and individual buyers are visiting artisan production
houses and purchasing their required products. Further, the artisans
are participating in the trade fairs, Melas, Dilli Haat, Lucknow
Mahostav, Agra Mahstov, Rural Handicraft Melas. However, the
artisans requested to establish common display cum marketing outlet
at Industrial area which facilitates them in improving sales.
• The artisans not are directly exporting but in-direct export through
traders.
• The products are sold across India but mechanism needs to be
developed to get more margins for the artisans.
• The artisans are not into e-commerce but some traders are into the
same. Creating marketing consortium may help for exports as well as
e-commerce.
• The artisans have the healthy competition among them. Hence,
needful interventions for development of new product range with
improved infrastructure, developing marketing tools viz., branding,
improved packaging and publicity
• Prayagraj is Holy place a large numbe of piligrim are visiting Triveni
Sangam for a holy dip in sangam. Sales through Mobile van will help
the artisans to get more profit for their products
• Whole Sellers and traders are purchasing the stock from the artisans.
They are reselling the products at high rates. The artisans are getting
nominal wages. No profits on products.

58
 • Large number of artisans supplying to traders and whole sellers at
Lucknow, Kanpur, Bangalore.
• Artisans are not exporting the products where as some of the traders,
wholesalers are exporting the products

Infrastructure related
• Yearly once raw material is available. Storage faciltity shoul be there
to store the processed raw material like bhallas and khasa grass
should be kept it, which serves whole the year for production of
moonj products.
• Storage facility should be provided for keeping the finishied products
and sales.

Social/ Community related

• While procuring the raw material Snakes, Centipides, Honey bees are
biting the artisans.
• Somes times artisans are facing knee pain, hands pain and back pain
problems
• The senior artisans are facing difficulties in getting old age pension
• Welfare measures should be taken for labour and artisans involved in
Moonj Prodution
• Transportation of Raw material is tedious
• Lot of minority community women are involved in the production of
Moonj. They are not coming out for sell their product directly to the
customers.
• Policy related

• Moonj craft is unique craft having name and fame. But it limited to
Uttar Pradesh. The artisans expressed that the Government may give
orders to display the products in Government offices and also

59
 souvenirs to give them to special guests on special occasions. Moonj
Produts craft products should be added in GEM Portal to facilitate
Government departments to procure mementoes for guests

Infrastructure related
• Insufficiaent space with artisan families to keep the raw material
(Processed Khasa and Bhalla)
• Equipment’s for storage for the prepared bhallas filled with in the
Boras. Wooden/Steel Stands structure for storage of Boars.
• Common place for dye the Bhallas
• Equipment’s required for Dyeing purpose
• No common plotform for sale of moonj products.

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 Chapter 8
Cluster Vision & Strategy
Cluster Vision
“Cluster envisions to double its turnover by establishing production cum
training centre, enhancing skills of the artisans for product and market
divercification, reaching global customers and improved linkages with
banks by the year 2022”.

Strategy
• Organizing existing artisans and new artisans into SHGs
• Organizing skill development programmes, entrepreneurship development
programmes and design development programmes
• Designing new product range for product and market divercification
• Participating Trade fairs and Buyer-Seller meets to explore and create
linkages for marketing
• Designing publicity and packaging materials
• Creating Training cum Production centre with latest tools and equipment
• Application of social media for identification of new customers and markets
• Convergence with tourism, design and craft institutes

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 Chapter 9
Need Assessment of Interventions
Based on the above, the following interventions are proposed to meet short term
goals
Soft Interventions
• Skill up-gradation programmes for younger generation and semi-skilled
artisans
• Integrated Design Development programmes for skilled artisans
• Trining programmes on Dyeing
• Exposure visits to successful craft clusters
• Organisig EDP Programmes
• Participation in trade fairs and exhibitions
• Organization of Buyer-Seller meets

Hard Interventions

• Raw Material Bank (RMB) with a capacity to cater 2000 artiass throughout
the year.
• Establishment of Production cum Training Centre with required
equipments to train younger generation, semi-skilled, skilled, and master
craftsmen
• Construction of Display cum Sales outlet with all furniture, fixtures, at
Prayagraj
• Storage facility for Raw material, finished products with Racks, and
Almarahs
• Common Facility Centre with four Mini vehicles to transport raw material
within the cluster
• One vehicle to organise mobile sales and participation in the fairs, festivals,
exhibitions, crafts meals with cluster products

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 Chapter 10
Action Plan
1.Soft Interventions (Rs.in lakhs)

Sl. Batches
Name of the Activity Amount Total
No. /Events
1 Skill Training Programme to Younger 5 2.00 10.00
Generation/New Members
(5 Batches - 125 members)
2 Skill Up Gradation/Design 10 2.50 25.00
Development Programme
(10 Batches - 250 members)
3 Dyeing Training Programme 2 2.00 4.00
(2 Batches - 50 members)
4 Marketing Training Programmes 2 2.00 4.00
(4 Batches - 100 members)
5 EDProgrammes 2 3.00 6.00
(2 Batches – 100)
6 Exposure Visits 2 2.00 4.00
(2 Batches - 50 members)
7 Participating in 10 0.50 5.00
Exhibitions/Fairs/Festivals/
(10 events)
8 Buyers Sellers Meet 2 2.00 4.00
(2 events)
9 Folders, Leaflets, publicity 3.00
TOTAL 65.00

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2.Hard Interventions (Rs.in lakhs)

Sl. Batches
Name of the Activity Amount Total
No. /Events
1 Construction of Training cum Production 1 - 95.00
Centre (8,000 sf ft)
(Working Place, Training Building, Raw
Material Bank, storage for Finished
Products, Office with guest room, small
show room, crech, dining hall and toilets)
2 Equipment/Material/Furniture for 1 - 5.00
Training programmes
(Computer, Projector, Chairs, Tables, etc.)
3 Furniture 1 - 8.00
(Almarahas, Boris, racks, drums and etc.)
4 Show Rooms with all furniture and 2 20.00 40.00
equipment
5 Design Studio 1 - 2.00
(Camera, Computer, Printer, Xerox etc.)
6 Dying Equipment 1.00 3 3.00
(Vessels, Stove, Bhatti)
7 Tool Kits 1000 500 5.00
8 Small Transportation Vehicles 4 2.50 10.00
9 Mobile Sales Van 1 - 15.00
10 Generator (medium) 2.50
TOTAL 185.50

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Total Project Cost

Sl.
Intervention Total cost
No.
1 Soft intervention 65.00
2 Hard Intervention 185.50
3 Project Management Cost 35.50
(15% of 1+2)
Total 285.00

Soft Interventions
Sl. 2019-20 2020-21 2021-22
Activity
No. Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
1 Skill Training Programme to
Younger Generation/
New Members Aritsans
(5 Batches - 125 members)
2 Skill Up Gradation/Design
Development Programme
(10 Batches - 250 members)
3 Dyeing Training Programme
(2 Batches - 50 members)
4 Marketing Training
Programmes
(4 Batches - 100 members)
5 E D Programmes
(2 Batches – 100)
Exposure Visits
6 (2 Batches - 50 members)
7 Participating in
Exhibitions/Fairs/Festivals/
(10 events)
8 Buyers Sellers Meet
(2 events)

65
Hard Interventions
Financial Year
2019-20 2020-21
Sl.
No Activity Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
1 Construction of CFC Building
(Working Place, Training Building,
Raw Material Bank, Finished
Products keeping place, Office with
guest room, small show room,
crech, dining hall and toilets)
2 Equipment/Material/Furniture for
Training programmes
(Computer, Projector, Chairs,
Tables, etc.)
3 Storage Material
(Almarahas, Boris, racks, drums
and etc.)
4 Show Rooms with all furniture and
equipment
5 Design Studio
(Camera, Computer, Printer, Xerox
etc.)
6 Dying Equipment
(Vessels, Stove, Bhatti)
7 Tool Kits
8 Small Transportation Vehicles
9 Mobile Sales Van
10 Generator

66
Key impact
• Drudgery will be reduced by utilising the mini transport vehciles to
transport raw material, and semi processed raw material.
• Availability of raw material as and when required
• Atleast 200 new artisans will be attracted to create micro enterprises
• At least 25% increase in profits for individual artisan
• Reach cluster products to national and international markets through
artisans
• CFC helps in value addition which leads to increased turnover
• It is expected that the turnover of District will be doubled

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