Presentation about crafts in india

1. Presentation on Enhancing Active
Artisans Participation in Context
with the topic Increasing
Demand for Crafts and
Strengthening Market Linkages
Present By : Himesh Desai

2. OPPORTUNITY FOR CRAFTS BUSINESS
• The popularity of handicraft products is increasing in the domestic
markets due to the increasing demand for traditional products.
• Increased Disposable Income and Purchasing Power of Indian
Customer opens New Market Development.
• Emerging Retail Industry and Malls provide huge opportunities for
the Apparel, Handicraft and other segments of the industry.
• Development of sectors like Retail, Real Estate that offers great
requirements of handicrafts products.
• e-Commerce and Internet are emerged as promissory distribution
channels to market and sell the craft products.

3. STATASTICAL REPORT
• The Indian Handicraft Industry is showing continuous growth rate of
20% every year.
• According to the national census of handicrafts, undertaken by the
National Council for Applied Economic Research the value of
handicrafts produced last year were of Rs.26,213 Crore.
• The Indian Handicraft Industry is a $100 billion industry worldwide.
• India’s contribution in world market is 1.2%

4. CONT…
• As per the economic times the Indian Handicrafts and Gifts Fair
which concluded generated business enquiries worth Rs 2,500 crore.
• The fair was organised by Export Promotion Council for Handicrafts
(EPCH) - the nodal agency for promotion of Handicrafts exports from
the country.
• Handicraft exports has been growing at an average annual growth
rate of 15 per cent during the last decade. However, the growth
during the current year was 30.80 per cent in rupee terms and 17.55
per cent in dollars terms as compared to previous year. The exports
of handicrafts during the year 2013-14 was Rs 23,504.42 crore, said
Rakesh Kumar, Executive Director, EPCH.

5. CONCERN IN CRAFTS BUSINESS
• The demand for handcrafted products is low because of factors such
as high prices (as Indian consumers are price sensitive) and low
consumer awareness about the novelty factor which these products
have.
• Inspite of having diversified products, some part of Indian market is
still untapped.
• There is poor promotion for craft products in national market.
• There is lack of awareness about new traditions and among
craftsmen.
• Lack of Technological support and training.
• Inadequate supply chain management and distribution.

6. CONT…
• Lack of Technological support and training.
• Lack of Research and development.
• There is shortage of skilled craftsmen and labor to match the
competition.
• Lack of ability to produce in large scale and create economies of
scale.
• Inadequate material testing and performance measurement.
• Untapped and inaccessible market due to poor transportation
infrastructure.
• There are inadequate training centers to develop skilled craftsmen.

7. FOLLOWING SUGGESTIONS MAY BE IMPLEMENTED TO
INCREASE THE DEMAND
• Organizing marketing network of Handicraft:
The artisans must be organized by themselves under the co-operative
umbrella for marketing their products by themselves. For this more and
more linkages must be developed with outside parties.
• Copy right of Handicraft:
That means whatever designs any artisan has introduced on any item
should be registered. Then no one can copy it.
• Price Uniformity in Handicraft:
It is often complained that prices of handicraft products are very much
erratic and not uniform. There is significant difference in prices of the
same article if purchase from two shops or from two places.

8. CONT…
Categorization of art in each craft should be done according to the
skill exhibited and quality of raw materials used and pricing should
be made accordingly by a team of experts.
• Awareness Creation:
The majority of artisans are not aware about various new schemes
like loan at concessional rates, free tools, dyes and chemical, work
shed-cum-housing facilities.
• Research and development in Handicraft:
For improving the quality of the products R and D is a must. Many
more new items and new designs can be developed with the help of
R and D.

9. CONT…
• Foreign Collaboration with designers and artisans:
Foreign master designers may be invited to the design centers to
render guidance to the craftsmen.
• Value Addition:
Value addition can be done:
– Identify the Potential Market
– Effective Operational and Technological Upgradation
– Hiring skilled manpower, provide training and awareness about latest technology
and market trends and effective management.
– Cost Effective Production, Maintain Quality Standards, and Packaging.

10. CONT…
• Publicity in Handicraft:
To attract more and more buyers both within and outside the
country, promotional and marketing organizations must give due
emphasis on wide publicity of various local products. For this
frequent buyers and sellers meets may be organized by promotional
organizations.
• Exports of Handicraft:
If systematic efforts are made, some of the selective products could
emerge as a major foreign exchange earner in the near future.

11. CONT…
• Window display of Handicraft products:
In whatever possible manner, all the promotional and marketing
organization, must display the local items in various airports, railway
stations, bus stands, commercial centers etc. This will help the local
artisans to get more orders from foreign tourists, traders, marketing
organization etc.
• Business Customers:
artisans can approach to business customers such as interior
designer, builder that will help to increase the demand of the crafts
products.

12. STRENGTHENING MARKET LINKAGES
• Market Linkages-One of the most widely lauded efforts of the
Government in the crafts sector has been the establishment of Dilli
Haat, an open-air crafts bazaar in the national capital modelled on a
traditional village market where artisans from around the country
can rent space and display their wares for two weeks at a time. Set
up in cooperation with Dastkari Haat Samiti, a non profit
organization that works with artisans across the country.
• Gandhi Shilp Bazaar/Craft Bazars
This will provide direct marketing platform to the handicrafts
artisans/entrepreneurs from various parts of the country.

13. CONT…
• National Handicrafts Fair
The objective of this new programme is to organize an exclusive fair
for handicraft products in India at a grand scale to increase visibility
of the products in domestic market. The program will also benefit
entrepreneurs who are unable to participate in the International
fairs due to the high cost.
• Local and regional wise Shop for exhibition and sell.
• Retailer in different cities.

14. CONT…
• E- Commerce:
Increasing broadband and 3G Internet, increasing standard of living,
changing lifestyle, and more online market places are giving boost to
online handicraft industry in India.
• Social Media:
– Facebook
– Twitter
– Advertisement on website

15. Government support
• A number of institutions have been involved in funding and
implementing development work for artisans through different
schemes Such as:
• Council for the Advancement of People's Action and Rural
Technology (CAPART).
• Khadi and Village Industries Commission (KVIC).
• Small Industries Development Bank of India (SIDBI).
• Bank for Agriculture and Rural Development (NABARD).

16. Thank You!