Nagaland bamboo-development-agency pinuel

Organization & Marketing of Bamboo Handicrafts Products Under
NBDA, Dimapur
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NAGALAND BAMBOO DEVELOPMENT AGENCY
Disclosures under Sec 4 of Right to Information Act 2005

NBDA, Dimapur
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Vision
The Naga people have survived through the centuries with the diverse and varied
uses of bamboo and its products. From the cutting of the umbilical cord to the
mats that have wrapped the dead for burial, Bamboo has been integral to the life
of the Nagas. It continues to play a predominant role in the life of the people
even today in every walk of life that ranges from agricultural tools and
implements to shelter, food, and livelihood.
Bamboo, the fastest growing and highest yielding renewable natural resource,
and found extensively all over the State, constitute one of the most important
resources of Nagaland which has to be put to use in the present day context for
the benefit, growth and development of the people.
Denudation of forest cover, degradation of environment and fast deteriorating
ecology threatens the very existence of man and animal. The development of the
natural bamboo resources of Nagaland will greatly add to the environment and
the ecological balance of the land consequently having great impact on the
quality of life of the people.
A planned, scientific and holistic approach to the cultivation and
management of bamboos on a sustained basis can be an inexhaustible source of
goods and services and can play a significant role in the development of the State.
With increasing demand of timber and wood, which is becoming a scare
commodity in the world, bamboos can serve as an alternative to many of the
forest products. Its wide range of uses and its great versatility qualifies it to be a
multiple use alternative to timber which will add greatly to the rural
agricultural economy in general and act as poverty alleviator for the rural poor
in particular. Through the processing of such bamboo goods and products and
incorporating many other economic uses, bamboos can boost the economy of the
State and facilitate the entry of Nagaland into the world economy.

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Objective:
Keeping in view, the ecological significance and vast economic potential of
bamboos in the state, the Nagaland Bamboo Development Agency as
envisaged in the Nagaland Bamboo Policy will aspire to achieve the following
Aims & Objectives:
Protection & conservation of rich bio-diversity associated with bamboo forests
and bamboo growth areas in the state.
Sustainable development and utilization of bamboo resources through scientific
management.
Promotion of bamboo plantation (by Government, Individuals and communities)
as they key thrust area for future economy of the state.
Promotion of bamboo based industries for utilizing the available resources for
generating income.
Revitalization and promotion of local traditional bamboo craft & art with
improved technology & design and value addition for export through
industrialized mode of production.
Promotion of bamboo as an essential wood substitute by increasing bamboo
production and promotion of bamboo based enterprise in the state in order to
reduce pressure on forests.
Promotion of awareness and understanding of bamboo as “Green Gold” among
farmers, traders, industry, and the people in the state with a view to utilizing
its full potential and to galvanize the rural and industrial economy in the state
Effective exploitation of existing mature bamboos before the impending
gregarious flowering.

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Strategy
The Development of Bamboo in Nagaland will be approached in a Mission mode,
which shall have two approaches namely:
a. Development of Bamboo as a Resource
b. Development of Bamboo as an Enterprise
Development of Bamboo as a Resource
Strategy for cultivation and management of bamboo resources in the state shall be
evolved with special focus to the following activities;
Inventorization of the bamboo resources, including identification,
documentation, demarcation, assessing the extent of various types.
Assess scope and potential of bamboo growth and regeneration, both in
Government land and in private/community land.
Evolve scientific management practices for naturally occurring bamboos and
plantation bamboos to improve productivity and harvesting.
Create massive and consistent awareness of the value of bamboo among the
people, especially among major stakeholders.
Evolve suitable policies to deal with gregarious flowering of Bamboo.
Set up appropriate Institutes for research and development of bamboos, both for
regeneration and industrial processing & value addition.
Evolve suitable techniques of multiplication and develop infrastructure for mass
production of planting materials for commercial cultivation.
Introduce desirable species of commercial importance for
cultivation in the state.
Establish infrastructure and mechanism for dissemination of bamboo production
technologies to the common man.
Establish network of bamboo setum for different agro-climatic zones for ex-situ
preservation of bamboo germ plasm.
Identify representative natural bamboo occurring areas within and outside
Government land for in-situ preservation.

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Development Bamboo as enterprise
Shall evolve policies and action plans that will focus on the following
aspects:
Promote Bamboo based Industries:
Food Products
Medicinal, Chemical Products and Alcohol Beverages
Craft, handicraft and Art Products
Value added products and wood substitutes such as ply, flooring tiles,
shuttering, etc.
Create awareness of the uses and value of Bamboo by imparting Training,
Seminar and Workshop etc.
Promotion of bamboo in structural applications.
Promote and Develop traditional usage of Bamboo.
Activities
Activities are focused in promoting bamboo as a resource and enterprise
A. Resource:
(a) Development of Natural Bamboo Forest:
Large tracts of land are covered by clump forming bamboos in the state, Most
of which could not be utilized due to absence of extraction road and the
difficulty in extraction. Promotion of proper management techniques supported
by communication network to accelerate the utilization of these already available
bamboo resources in the state. Identification and resource
mapping,inventorization Of bamboo resources Imparting training on management
practices and harvesting techniques bamboos. Increase area of natural bamboos
through aided natural regeneration in the immediate vicinities of the bamboo
forests.Construction of bamboo extraction roads to improve communication
network to access the existing bamboos for harvesting and transportation.
Efforts are on to protect all varieties of native bamboo species, ecotypes and
preservation of germplasm through the mechanism of bamboo setum, in-situ
and ex-situ preservation.

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Areas with potential for commercial cultivation of bamboo, both within and
outside Government land are identified for development of bamboo plantation
on sustained basis.
All natural bamboos within notified forests/Government acquired lands are
managed as per approved management plan keeping in view sustainable forest
management principles.
(b) Bamboo Plantation Development:
Nagaland with 89% of its total geographical area under the ownership of
private individuals and communities offers a unique scope for raising bamboo
plantation. Plantation is promoted on individual landholdings as well as
community lands. The concept of Joint Forest Management, currently promoted
by Government of India for all forestry programmes funded by Central
Government will also be promoted as listed below.
Two bamboo test plots established one each in Pfutsuro and Kohima.
A bamboo Setum/Park being set up at NBRC complex.
7 (seven) central nurseries in public sector and 18 (eighteen) central nurseries in
private sector established each with 50,000 seedlings capacity.
52 Kisan and Mahila nurseries each with a capacity of 5000 seedlings
established.
Two vegetative propagation units set up at Dimapur and Zunheboto
respectively.
2500 hectares bamboo plantation undertaken during 2006.
Target to take up 50,000 hectares by the end of the 12th five year plan.
Management of existing stock taken up in 3242 hectares during 2007.
Management of existing stock taken up in 2500 hectares during 2008.
Conducted training of bamboo farmers on scientific plantation methods,
management and harvesting techniques covering all the villages taking up
bamboo plantations.

NBDA, Dimapur
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Bamboo enterprise development initiatives so far:
Nagaland Bamboo Resource Centre established (NBRC).
45 nos. of bamboo charcoal production kilns with the capacity to produce 300
Kgs per cycle set up across the State.
Bamboo charcoal production by traditional pit method put in operation.
One bamboo shoot processing and canning unit set up at IGC, Ganeshnagar
through NMBA assistance.
One bamboo charcoal Activated Carbon unit in the pipe line to be set
through Chinese collaboration. MOU signed.
Conducted a Market Oriented Product Development and Marketing
programme for promotion of Cane and Bamboo handicrafts in the State. A
number of products were developed which are presently in the market for market
assessment.
A bamboo shoot vacuum packaging unit and a bamboo primary processing
unit for sticks/slivers/strips being set up at Tuli.
Assisted in setting up one fermented bamboo shoot processing unit at Jalukie
under Peren district.
One 25 kva bamboo gasifier unit set up at Land Resource Research farm at
Razhephema under Dimapur district.
Facilitated participation of Bamboo units and artisans in a number of sales and
exhibition programmes including the Hornbill festival.
Organized artisans and craftsmen into handicraft development SHGs. Three
SHGs in Tuensang, two SHGs in Mokokchung, and one SHG in Phek formed.
Constructed a number of bamboo high end structures as promotional exercise.
Established 43 (forty three) nos of Micro Primary Processing units in the State
through cost sharing assistance from the National Mission on Bamboo
Applications.
Assisted 5 (five) handicraft units under technology intervention programme for
bamboo processing units.
Conducted trainings on
Training on Primary Processing of bamboo shoots,
Training on Bamboo Shoot Pickle Processing,

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Training on Use of Natural Dye in bamboo,
Training on Cane and Bamboo handicraft market oriented product
development,
Training on Bamboo toy making and Bamboo Screen painting
Training on High End Structural applications including a National
Workshop.
Training on bamboo charcoal production techniques.
Training on bamboo furniture design and production.
Bamboo charcoal production activity:
The agency has through the assistance of the National Mission on Bamboo
Application set up 45 nos. of bamboo charcoal kilns each with a capacity to
produce 300 kgs. per cycle. The setting up of the kilns have been
concentrated in Peren and Dimapur districts in view of the ongoing flowering of
bamboos in these districts while three units have been set up at Wokha,
Tuensang and Kiphire districts respectively as pilot demonstrative production
units.
The agency is also actively taking up bamboo charcoal production by the
traditional pit method with particular focus to tap the bamboo existing
resources before it is destroyed by the flowering. So far 148 persons covering 28
villages have been trained in this process of charcoal production.

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Bamboo structural application:
Constructed the Bamboo pavilion at Kisama Naga Heritage village.
Constructed the bamboo café at Kisama Naga Heritage village.
Constructed bamboo Info Park at Kisama heritage village.
Constructed four road side marketing sheds at Khonoma, Khuzama,
Chunlika and Chiechama in Kohima district.
Constructed two community shed and a Gazebo in Phek district.
Constructed four gazebos and one wayside amenity at Dimapur.
Constructed shed at CIH Medziphema.
Constructed a Gazebo at Longleng District.
Constructed 3 nos. of Community shed in Kohima District
Constructed the bamboo structures at NE Agri Expo site.
Experimental structure for treated bamboos at Dimapur
Marketing channels established for bamboo
products from the state so far:
Bamboo mats: Bamboo mats produced by Anaki bamboo cluster consisting
of five villages under Mokokchung district is being supplied to Arunachal Ply
Industries Ltd. The cluster is currently supplying 6000 mat per month selling at
a price of Rs 50/- per mat thereby generating monthly revenue of Rs. 3.00 lakhs
for the villages.
Bamboo Incense sticks: marketing tie up has been established with a
Bangalore firm to supply bamboo square and round sticks produced from the
State. Demand for the sticks from the firm is to the tune of 40 tons per month.
1. Bamboo Venetian blinds sticks: Channel established with one weaving unit
at Guwahati and another in Nagaland being set up.
Bamboo charcoal: Current bamboo charcoal installed capacity production is
about 6.5 tons per day from 45 kilns. So far 11.70 tons of Bamboo charcoal
has been produced from the local traditional pit method of production. Bamboo

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charcoal from the State is presently being supplied to SM Smelters of
Arunachal Pradesh in addition to sales in the local market.
Bamboo charcoal briquette: 4 (four) tons per day capacity unit in operation at
NBRC being run by an entrepreneur on training. The products are selling well in
the local market.
Bamboo Shoot Supply: During 2006, 44 tons of bamboo shoots was
arranged from Jalukie bamboo cluster through the VBDCs and supplied to
Nagaland Foods Pvt Ltd. During 2007, 37 tons of bamboo shoot was
arranged through two SHGs and one VBDC from Dimapur and Jaluki and
supplied to Nagaland Foods Pvt Ltd, Ganeshnagar and NFVP, voila colony,
Dimapur. Another bamboo shoot packaging unit was already set up at Tuli.
Bamboo Roads: the Agency had constructed several bamboo road across the
state with community participation. The Agency has constructed 2Kms of
bamboo road in Kohima district and 5 Kms of bamboo road in Peren district 6
km in Mokokchung district 7 km in Dimapur district to facilitate bamboo
extraction and marketing.
8. Bamboo bazaars and retail outlet: The agency with the support of NBM has
established a bamboo bazaar at 4th mile Dimapur and a retail outlet at
Jharnapani under Dimapur District.

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Nagaland Bamboo Resource Centre:
Nagaland Bamboo Resource Centre (NBRC) at Dimapur was inaugurated on 31st
July 2007 by the Hon’ble Union Minister for DONER, Sports and Youth
Affairs and Panchayati Raj, Shri Mani Shankar Aiyar. The centre has been
conceptualize and established as a centre of excellence for facilitating
technology and information for resource and enterprise developments, creating
awareness on the potentials of bamboo, building the capacity of bamboo
farmers and entrepreneurs, house pilot demonstrative bamboo processing units
for entrepreneurs to train on.
A bamboo central nursery with a capacity to hold 12 lakh seedlings, a vegetative
propagation unit, a bamboo septum, bamboo charcoal production kilns in three
technologies, a bamboo charcoal briquette unit, a bamboo treatment plant, a
bamboo stick, strips and sliver production unit, a bamboo fiber sanitary napkin
unit and a Venetian blinds weaving unit have already been set up at the
centre while a bamboo based 100 kva gasifier unit, a bamboo park, a
museum, a library and a technology park are in the pipe line to be set up.
Three entrepreneurs are presently undergoing training at NBRC in the
following units:
Bamboo stick production unit.
Bamboo charcoal and charcoal briquette unit.
Venetian blinds weaving unit.
The agency is presently on a look out for interested potential entrepreneurs to take
up the training on the Bamboo treatment plant and the Sanitary napkin unit.
4.50 lakh bamboo seedlings were distributed to bamboo farmers from the
central public nursery located at NBRC during 2007. During the same period
1.58 lakh bamboo seedlings were also supplied to Manipur, Andhra Pradesh and
Arunachal Pradesh.
The agency is also constructing an all bamboo material house at NBRC as a

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demonstrative model house.
Village bamboo development committee revolving
fund:
Under the assistance for bamboo plantation projects, the agency is providing
revolving fund assistance to the Village Bamboo Development Committees. The
concept of the revolving fund assistance and its application has been formulated
in line with the NEPED revolving fund scheme. The revolving fund placed at
the disposal of the VBDCs shall be utilized to provide soft loan assistance to
the bamboo farmers and villagers for taking up income generating activity as a
stop gap arrangement before the bamboo plantations can generate income. The
VBDCs shall manage the fund under the supervision of the agency officials.
Training on the guidelines for management of the fund and book keeping
procedures has been conducted covering all the VBDCs in all the districts. The
funds are in the process of placement with the VBDCs for subsequent
application.

Organization & Marketing of Bamboo Handicrafts Products Under NBDA,
Dimapur
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Organizational structure:
Address of the organization:
Nagaland Bamboo Development Agency Nagaland Bamboo Resource Centre Complex 6th
Mile, Dimapur, Nagaland – 797112 Telefax: 03862-241305
Ph: 03862-240217
03862-282602
Office timing
9:00 AM – 4:00 PM

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The procedure followed in the decision making process,
including channels of supervision and accountability.
Governing Body:
Accord of approvals for all policy and administrative guidelines
required for administration of the NBDA office, schemes/projects
to be implemented by the/under the agency.
Team Leader/Mission Director:
Administrative approvals of projects/schemes to be implemented
in the State. Certification of fund utilizations and audit matters.
Nagaland Bamboo MissionImplementation Team (NBM-IT):
Preparation of district project proposals in consultation with the
VBDCs, getting necessary approvals and overseeing the
implementation of the projects in the districts/State including
disbursement of district funds to the VBDCs/beneficiaries.
District Bamboo Development Assistant:
Monitoring and supervision of bamboo development projects in
the district under the guidance of Nagaland Bamboo Mission
Implementation Team i/c of the district.
Village Bamboo Development Committees (VBDC):
Identification of projects, project locations and beneficiaries and
implementation/supervision of the project in consultation with the
District Bamboo Development Assistant/Nagaland Bamboo
Mission Implementation Team.

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Execution of subsidy programmes including the
amounts allocated and the details of the
beneficiaries of such programmes.
The agency is currently undertaking bamboo resource development under the National
Bamboo Mission programme in the State. In addition the agency is also promoting bamboo
enterprise development in the State through cost sharing assistance from the National
Mission on Bamboo Applications.
Details of assistance and list of beneficiaries is enclosed at Annexure – A (1-12).
All the plantations are taken up through the Village Bamboo Development Committees
(VBDC) of the respective villages. Rs 10,000/- (Rupees Ten Thousand) only per
Hectare is released as assistance against the plantations undertaken.
Particulars of recipients of concessions, permits or
authorization granted by it.
Allotment of working shed at the Technology Park, NBRC:
Ben Bamboo Furniture unit.
Concept Bamboo Toys unit.
Allotment of Pilot Demonstration Units for operation:
Bamboo Treatment Plant – M/S Zynoric firm.
Charcoal Briquette Unit – M/S Sunep Jamir.
Stick Production Unit – M/S Mughato Sumi.
Venetian Blinds Unit – M/S Tribal Weaves.
Bamboo cafeteria at NBRC – Ms Esther Nakhro.

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Details of information available to or held by it
reduced in an electronic form.
Agency web site: www.nagalandbamboomission.org
Particulars of facilities available to citizens for
obtaining information including the working hours
of library or reading room if maintained for public
use.
No such arrangement is in order so far.

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MARKETING OF BAMBOO HANDICRAFT
PRODUCTS IN DIMAPUR, NAGALAND –
TRADER’S PERCEPTION
Study Objectives
General objective:
To conduct the existing marketing system of the bamboo handicraft products in Dimapur,
Nagaland state
Specific objective:
a) To study the different marketing strategies adopted by the entrepreneurs.
b) To study the market potential of the bamboo handicraft product in the state.
c) To identify and to understand the critical factors/problems faced by the
traders in marketing of bamboo handicraft product.
Materials and Methods
It is a product based empirical research conducted at Dimapur. The researcher has
adopted survey method to elicit the views of the bamboo traders. The study is based
on both primary and secondary data. A pilot study was conducted before
finalizing the interview schedule. The size of the sample is 39. The total
entrepreneur undertaken by the Nagaland Bamboo Development Agency (NBDA)
was only 44 in the state, out of which 39 entrepreneurs were based on Dimapur
District. The survey was carried out in the month of June and July; 2012. Primary
data’s were collected using standard questionnaires-schedules, key informant
interviews and photography. Convenient sampling technique was used to collect the
data from the respondents. Friedman Test and Wilcoxon Signed-Rank Test were
used to identify the major problems faced by the entrepreneurs. Secondary data was
sourced through relevant articles, reports and documents.

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Handicrafts are classified in Two Main Categories:
1. Articles of everyday uses
2. Decorative items
The artisans use different means to express their innovation through the crafts on
metals, textiles, wood & bamboo, ceramic, glass etc.
a) Clay, Metal and Jewelry:
b) Textile based handicrafts:
c) Woods and Bamboo work:
d) Stone crafts:
e) Glass and Ceramic:
Bamboo Based Industries in India
Abundant of natural bamboo stock in the country has played an integral part in
our culture for many eras. Bamboo is the backbone to the rural Indian economy in
many ways. Bamboo resources have dropped so much that at present the
resources is limited to few regions in the country. Many years ago, bamboos
were not considered as an economic value and were used mostly by the rural
people. Large areas of bamboo occurred in many part of the country but very few
had a little knowledge about its economic value and were used mostly by the rural
people for making crafts and housing materials. It was then after the discovery of
bamboo as a source of long-fibre by the Forest Research Institute in Dehradun
that started the multiple uses of bamboo in many industrial application by
setting up several paper mills and rayon mills. Two-thirds of the bamboo in the
country is restricted to the North-Eastern Region (NER) while the remaining one-
third is spread across the country. The new revolution of bamboo can hold the
potential of reversing economic growth and expanding bamboo sector can bring
prosperity, profits and sustainable livelihoods especially among the rural people.

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Demand driven scenarios
As per the statistics available from the FAO, approximately 678,000 cubic meters
of round wood logs were imported into India in 1997. The import quantity has
gone up since then. Raw bamboo, semi-processed bamboo poles and other
bamboo handicrafts are imported into India every year. The data on import of
bamboo is shown below.
Figure 1 Composition of Bamboo Industry in India

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Source: Potential of Bamboo Based Industries in India – www.greenflip.com
From the year 2010 to 2015, the growth in the bamboo industry should be starting
to acquire a definite contour. Each of the value-added industries that have been
identified in the figure above would pursue a growth rate based on the demand
for the products. The demand, in turn, would be based on the increased
acceptability of the products in the international and domestic markets. The
demand will be a function of:
1. Increase in the cost of substitute materials such as wood, steel and other
building materials
2. Recognition of the high durability of bamboo-based materials
3. Community appreciation of bamboo as a sustainable livelihood crop and their
increased acceptance of the same
4. Mass usage of bamboo in government projects like housing and roads
5. Acceptance of bamboo as a material for flooring and furniture making as well
as a food item among the higher income groups

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Lookout of Bamboo Handicraft in Nagaland
There is a saying that life in Nagaland begins from bamboo and ends with bamboo.
In Nagaland, bamboo is extensively grown and available and richly endowed with
bamboo forest. Its abundance and multiple uses have led bamboo to play a pivotal
role in the socio- economic and cultural life of the people of the state. The
livelihood of significant population of the state is dependent on the handicrafts
made of bamboo. They are extremely useful
and are used for variable purposes such as construction of huts, baskets, fences,
mats and many other useful households’ articles and farm implements. Till date
approximately 1500 commercial applications have been identified.
Bamboos handicrafts are eco-friendly and lighter in weight where it has their own
look of style and elegance. The handicrafts that are made from bamboo tend to
have longer life with minimum maintenance. Strips that come from various types
of bamboo are used to manufacture different utility and decorative items. Bamboos
can make very stylish and strong furniture due to its unique look and flexibility.
The Naga`s are excellent with bamboo in making different types of handicraft and
furniture. People are creative in bamboo both mentally and putting them into
something innovation product and uses. Many villagers in Nagaland use bamboo
as their primary tools such as product ranging from home appliance till
construction. Bamboo and its handicraft has been an integral part of the Naga
community for centuries. It continues to play a dominant role in the life of the
people, its uses ranging from agricultural tools and implements to shelter, food and
livelihood.
Results and Discussions
The Benefits of Working with the Nagaland Bamboo Development Agency
Working under NBDA gave them more confident in their business. Not everyone
have the same talent or not everyone is from financially sound background. The
opportunity for being involved and working with the NBDA boosted them with
more support and encouragement. All the entrepreneurs were so content of
themselves that they can make their name in the local as well as domestic market
through exposure. The NBDA gave them more opportunity and support by

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financing them and exposing their business by supporting to participate in trade
fairs and exhibitions like the North East Trade Fair in Guwahati, International trade
fair in New Delhi and the annual Hornbill Festival of Nagaland. Their products
are also presented in exhibition both domestic and international expo such as the
North East Agri Expo in Dimapur and Flanders Expo in Belgium etc. Some
entrepreneur have even visited places like Thailand, China, South Korea, Nepal,
Malaysia, Russia, Bangladesh, Morocco, London and USA for exposure, survey,
training etc.
Number of Products they Deal with
Most of the artisans and entrepreneurs have been dealing with more than 10-15
handicraft products. Ten was just a minimum number of products for some
entrepreneur while most of them had a much closed scale in comparison with
product they deal. Dealing with different numerous of product was not a problem
to them rather the more products they introduce in their business, the more scope
they seems to enjoy in the market. When asked if they can easily bring or change
or replace their product in their business, it was the problem for them which they
have been undergoing in their business. Crafting new design of handicraft was
not a problem for them because most of the entrepreneur had tools and machinery
which can craft things easily without manual work. The only problematic work
they faced was designing a new product, person with creative mind and ideas
were more important in this case. Product should be adopted according to the
socio-economic and culture of the people. The entrepreneur needed to have a good
knowledge about the market before they can adopt new handicraft.
Reason for Being Successful in the Business and How?
Bamboo has been used traditionally in over many applications and therefore what
we have known from them is that being engaged in the bamboo business is more
convincing to become successful. Due to its variety of uses both in scientific and
industrial application, it enhances resources for economic development both as a
farm produce and as an industry. More interestingly not even a bit of bamboo can
be waste, every layer and every little part of the bamboo is very useful in

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generating income. Offering better quality product to their loyal customer was the
major reason behind their successful reputation. Being a very small market and
small business it was difficult for them to go for a reasonable price or discount.
The solution they found where they could satisfy their customers were by offering
quality product. At the same time using different mode of sale such both cash and
credit was difficult to the entire entrepreneur since they could neither produce in
bulk nor could they fulfil the market demand. Very few entrepreneurs has used
credit mode just once or twice specially when the order are placed in bulk and
this seems to be very rare experience to them. More conveniently cash was the
only mode of sale they have adopted while marketing with the bamboo handicraft.
Figure 2 Media advertisement
The above figure shows the traders views for the most effective media for bamboo
product advertisement. 45% chosen print media as the most effective
advertisement for bamboo handicraft where 33% believe that outdoor would be
more effective. 22 % believed on other advertisement.When the entrepreneurs were
asked which media they think would be more effective in advertising their handicraft
product, 45% of them suggested that print media would be more effective
compared to electronic media or outdoor. Others very few have believed in outdoor
like exposing their product in trade expo. Due to the limited opportunity for the
entrepreneurs in exposing their handicraft,

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many believed that print media can be the fastest and cheaper way for the
advertisement of bamboo product comparing to participation in trade expo where
they need sufficient time and money.
Problem and Prospects in Dealing with the Bamboo
Every entrepreneur had a huge potential on expanding and improving bamboo
industry and handicraft. Their positive thought, believe and experience working
with the NBDA, the entrepreneur showed optimistic interest that bamboo
handicraft can be improved by conducting frequent promotional activities such as
adopting innovative and creative ideas to the product, focusing on upgrading of
tools and machinery. Since bamboo is an eco-friendly resources and economically
safe, the future prospects of bamboo industry seems to be very favourable. Not
many of them had a problem in dealing with the bamboo product, while few of
them had a common problem regarding the utilization of bamboo. Though
bamboo plant can be available everywhere in the state, for quality utilization it has
only one season to harvest the plant. It was learned that for the purpose for
making decorative product or show peace, any available bamboo seems to be
more enough to utilized them but in comparison with the quality product like
households goods, furniture and construction. The winter season of November
and December were considered to be the favourable time for harvesting the
bamboo which gives long lasting quality product.
Another major problem faced by the entrepreneur while dealing with the bamboo
was due to its vast variety of species and different size, their application need to be
carefully analysis before proceeding to the production of handicraft. Producing
handicraft with innovative design required different variety and size of bamboo.
People assume that bamboos are cheap and abundant where they consider the
product to be cheap. The problem comes when the processing of crafting and
grading arises. The raw bamboo itself can be cheap but when a particular product
is made, the cost of production increases gradually due to its numerous uses of
tools, grading, processing, labour charges etc. More interestingly there was no
problem in selling bamboo product rather than dealing with the bamboo. There is a
huge potential that bamboo market can grow faster in the next few year due to its
flexible market possibility.

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Adaptation and Uses of Different Sale Promotional
Strategies with Regard to the New Product They
Introduce in the Market
Giving discount to the customer was the only sale strategy they have adopted in
marketing with the bamboo product in regard to the condition that they are selling
in bulk. As we have already discussed earlier, selling single or fewer products
never constitute giving discount since the production is less and business is small.
Their only commonly used strategy was focusing on better quality. With regard
to the new product they introduce, there was no specific time period for
adopting or introducing in the market. Induction of new product depends on the
market demand and festive season but majority of the entrepreneur had the
minimum introduction of at least one new product in a period of 3 months. In regard
to the promotional strategy they adopt, offering better quality and innovative
product was the main focus on their business. It was learned that sale has
drastically increased by more than 10% to 20% after every successive years.
Exporting Bamboo Handicraft Product
Export of bamboo handicraft was never done directly by the entrepreneur since it
needs strong financial support, bulk production and different variety of items as well
as high recognition in the market. But through the support of the NBDA, many
of the handicrafts have been exhibited abroad for several times.
Channel of Distribution Used by the Bamboo Handicraft Traders in Dimapur
Nagaland Bamboo
Handicraft
Emporium
Local Retailer Customer
TRADERS

Dimapur
Page | 26
Channel I = Traders – Nagaland Bamboo Handicraft Emporium – Customer
Here the traders send their handicraft to the Nagaland bamboo handicraft emporium
which is assist by the NBDA located at Nagaland bamboo resource center. In
this channel, the bamboo handicraft emporium plays a vital role with the traders
and customers by displaying and advertising the different handicraft products to the
random visitors and essential buyers. This channel relieves the traders from
burden of selling to the customers. Through this channel, the traders have better
scope in marketing of handicraft because it is initiated by the agency in a way that
their products can be mobilized quickly and promoted easily in the market through
certain advertisements and necessary assistance.
Channel II = Traders – Local Retailer – Customer
This channel involves only one middleman as retailer. Under this channel, the traders
sell his product in more quantity to the retailers who in turn sell to the ultimate
customers. This channel relieves the handicraft traders from burden of selling the
products himself and at the same time gives him control over the distribution. Once
the products are be made finished, they are been shifted to the retail shop making
the retailer to sell their products and in return paying them commission or the
products are purchased by the retailer in bulk directly from the traders and sell
them in the local market. Another good advantage of this channel is that there is
normally no fixed price, price can be bargain between the trader and customer who
is not possible if the retailer or any middleman is involved.
Channel III = Traders – Customer
This channel is the simplest and shortest channel in which no middleman is involved
and the traders directly sell their products to the customer. In terms of bamboo
handicraft, the products are been sold on the basis of the order placed by the
customer. The customer sometimes approach the trader directly when their
requirements are quick or in hurry. In this channel the customer directly approach
the traders and sells are been made within the door. During certain occasion like
festivals, conference, party etc. Naga people use handicraft product as a token of
warm welcoming gift and therefore the customer place order in bulk to be used in
certain occasion.

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Page | 27
Pricing and Promotion of Bamboo Handicraft Product in the
State
No pricing method or policy on bamboo handicraft products has been adopted by
the local government or institution so far and therefore, the price of bamboo
handicraft products varies from one trader to another. Every trader has their own
price in their own different products depending on the quality and consumption of
time, labour and money they put.
The trader decides the price of the handicraft according to the different cost of
marketing such as transportation charges, packing and grading of the product,
staffing and communication charges etc. Eventually there is no tax, license fees or
commission and brokerage charges involved in marketing of bamboo handicraft in
the state. The price of a particular handicraft varies from trader to trader because
the fees paid for communication and staffing differ among every entrepreneurs.
In regard to the promotion of bamboo handicraft product, the NBDA plays its
major role where they promote the handicraft in different trade fairs and
exhibitions like the North East Trade Fairs, national Trade Fairs, International
Trade Fairs and the annual Hornbill Festival of Nagaland. The products are also
promoted by allowing artisans to participate in different events and expos.
Special Marketing Efforts
When asked about if the bamboo handicraft can be sold through internet and
courier, the answers was positive. The entire entrepreneur was aware that the
handicraft can be sold through internet and shipped through courier. Selling
through internet was never done directly by the entrepreneur since none of them
had official web to advertise their business and product. It was learned that since
the entrepreneurs and artisans were engaged or undertaken by the NBDA, it was the
responsible of the NBDA to take further steps in advertising, selling and promoting
their handicraft through their official website.
With regard to the shipment of handicraft through courier, it was very rare though
no damage or total assurance can be given while packing the product. Shipping a
single or fewer numbers of product never encourage the entrepreneur unless and
until the orders are placed in bulk quantity from different market and traders.

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Page | 28
Many of the entrepreneurs have been storing bamboo in their own storage facilities or
entrepreneur market i.e. Nagaland Bamboo Resource Centre (NBRC). The intention
of storing bamboo was not because of expecting price hike rather to make them
more convenient when required. There seems to be not a major problem in the
bamboo price because the price remains stable for a longer period of time which
they need not worry regarding price hike and if do so the price gets hike in a rupee
or two.
Storage of raw and treated bamboo
More interestingly preserving and storing of bamboo did not result in effect of
quality or waste. It is learned that the bamboo they used in making of handicraft
and furniture are received from the NBRC after giving special treatment to the
bamboo. Special treatment given to the bamboo was the main reason behind the
quality handicraft. Bamboo treatment is important because it make them stronger,
longer life with minimum attack by insect and borer.
With the advancement in technology, chemical treatments have been introduced so
as to enhance the durability of bamboo by many folds. Bamboo treatment was
important due to its versatile application from construction of houses, granaries,
tools and implements, handicrafts and so on, however the durability appears to be
less in comparison to timber because bamboo contains high amount of carbon
hydrates thereby it is prone to attacks by termites, borer, insects and fungi, though
bamboo are cut during the season and traditional post-harvest management or
treatment like smoking and dipping under the water is being carried out which is non-
chemical in nature.
It was learned that for handicrafts, boric acid, borax solution is used. This solution
along with the bamboo is heated at a temperature from 600-700 Celsius for about ½ an

Dimapur
Page | 29
hour.
The mode of transport used by the entrepreneur is mostly road since it is the most
commonly and conveniently used transport while shifting raw bamboo. After the
cultivators harvest the bamboo they are directly shifted to the market or to the NBRC
from where the raw bamboo will be given treatment in a heated temperature. After the
process is done at Resource Centre the bamboo will be distributed among the
entrepreneur where the transportation mode used is only road.
There seem to be no problem in transporting of raw bamboos or handicrafts such as
late dispatches or lack of adequate lorry services.
Problems While Marketing With Bamboo Handicraft Products
The entrepreneurs seem to have some common problems among them with regard to
marketing of bamboo handicraft. During the pilot study it was encountered that
different entrepreneur had different problem in particular but when comprising it
there seem to be some common problem which was faced by each and every
NBDA entrepreneur. Some had a problem related to market information, while some
with price fluctuation and market finance. In order to highlight and pinpoint the
major problem faced by them, a part of questionnaire was mainly focused on the
questions related to their problems. To evaluate whether there is a difference in
the problem faced by the handicraft traders the following hypothesis was
formulated and examined.
H1: Lack of market information, inadequate finance and price fluctuation are the
main problem faced by the handicraft traders
HO: There is no significant difference in the problem among the handicraft traders

Dimapur
Page | 30
Analysis of Friedman Test
Table 1 Problems Faced by the Handicraft Traders
N
Percentiles Mea
n
Ran
k
25th 50th
(Median)
75th
Inadequate storage facilities 39 .0000 5.0000 7.0000 5.56
Lack of transportation 39 .0000 5.0000 6.0000 5.33
Lack of market information 39 .0000 1.0000 2.0000 3.00
Price fluctuation 39 .0000 1.0000 3.5000 3.67
Absence of grading & processing 39 .0000 1.0000 4.0000 3.78
Delay in payment 39 .0000 6.0000 7.0000 5.78
Inadequate market finance 39 .0000 1.0000 2.0000 3.11
Indebtedness to traders 39 .0000 5.0000 8.0000 5.78
Source: Primary data
Table 1 describes the median values of the given problems as 5 (.0 to 7), 5 (0. to 6), 1 (.0 to
2), 1 (.0 to 3.5), 1 (.0 to 4), 6 (.0 to 7), 1 (.0 to 2), 5 (.0 to 8) respectively. Mean rank
indicates Lack of market information, price fluctuation, and absences of grading
& processing and inadequate market finance are the major problems faced by the
entrepreneurs while marketing with the bamboo handicraft product. Where, lack of
market information as the major problem faced followed by the inadequate
marketing finance.
Table 2 Test Statisticsa
The above tables provides the test statistic (χ2) value (chi-square), degree of
freedom (df) and the significance level (Asymp. sig), we can see, from the above
table that there is an overall statistically significant difference between the mean
ranks of the related group.
But the above analysis also shows that there is a statistical difference between
inadequate storage facilities, lack of transportation, and delay in payment,
indebtedness to traders as compared to lack of market information, price
fluctuation, absence of grading & processing and inadequate market finance where
the median rank is 5 (.0 to 7), 5 (.0 to 6), 6 (.0 to 7), 5
(.0 to 8) as compared to 1 (.0 to 2), 1 (.0 to 3), 1 (.0 to 4), 1 (.0 to 2)
N
Chi-Square
df
Asymp. Sig.
39
28.267
7
.000

Dimapur
Page | 31
Friedman Test (Without post-hoc tests)
There seems to be statistically significant difference in problems of lack of
market information, price fluctuation, absence of grading & processing and
inadequate market finance depending on which type of factors affects the
entrepreneurs, χ2 (2) = 28.267, P =
.000
However, at this stage, we do not know if there are differences somewhere
between the related problems.
Therefore, to examine where the difference actually occur or not, we need
separate Wilcoxon Signed-Rank Tests on the different combination of related
problems. So i compared the following combinations:
1. Lack of market information to price fluctuation
2. Lack of market information to absence of grading and processing
3. Lack of market information to inadequate market finance
4. Price fluctuation to absence of grading and processing
5. Price fluctuation to inadequate market finance
6. Absence of grading and processing to inadequate market finance
Here we need to use a Bonferroni adjustment on the results we get from the
Wilcoxon tests since we are making multiple comparisons. Therefore, in
Bonferroni adjustment we would divide the initial significance level by the
number of tests we are running. In this case we have new significance level of
0.05/6 = 0.0083. This means that if the P value is larger than 0.0083 then we do
not have a statistically different significant result.

Dimapur
Page | 32
Wilcoxon Signed Ranks Tests.
Table 3 Test Statisticsc
Price
fluctuatio
n
- Lack
of
market
informatio
n
Absence
of grading
&
processing
- Lack
of
market
informatio
n
Inadequate
market
finance
-
Lack
o
f market
informatio
n
Absence
of
grading
&
processin
g
-
Pric
e
fluctuatio
n
Inadequate
market
finance
- Price
fluctuation
Inadequate
market
finance
-
Absence of
grading
&
processing
Z -1.342a -1.518a -.447a -.276a -1.414b -1.342b
Asymp.
Sig.
(2-
.180 .129 .655 .783 .157 .180
tailed)
a. Based on negative ranks.
b. Based on positive ranks.
c. Wilcoxon Signed Ranks Test
This table shows the output of the Wilcoxon Signed-Rank Test on each of our
combinations. It is important that since significance values have not been
adjusted, we should manually compare the significance values to the Bonferroni-
adjusted significance level we have calculated. Now we see that none of the P
value is smaller than new calculated significant level i.e. P > 0.0083. Therefore,
none of the four (4) calculated problem was statistically significantly different.
They are pretty much higher than the calculated value.
Reporting the output of Friedman`s Test (with post-hoc tests)
There was no statistically significant difference in the problem relating to marketing
of bamboo handicrafts χ2 (2) = 28.267, P = .000. Post-hoc analysis with
Wilcoxon Signed-Rank Tests was conducted with a Bonferroni correction
applied, resulting in a significance level set at P < 0.0083. Median perceived
efforts levels for the problems were 5 (.0 to 7), 5 (.0 to
6), 1 (.0 to 2), 1 (.0 to 3.5), 1 (.0 to 4), 6 (.0 to 7), 1 (.0 to 2), 5 (.0 to 8) respectively.
Therefore, there were no significant differences between the problems (Z = -1.342, P =
.180), (Z = -1.518, P = 129), (Z = -447, P = 655), (Z = -276, P = 783), (Z = -1.414, P = 157),
(Z = -1.342, P = 180).

Dimapur
Page | 33
Therefore, we reject null hypothesis and conclude that the calculated problems
such as lack of market information, price fluctuation, and absence of grading &
processing and inadequate market finance are the main problems faced by the
NBDA entrepreneur while marketing the bamboo handicraft products. The
artisans in India face many different problems such as rapid changes in
consumer preference and taste, inadequate advantage and publicity,
unremunerated pricing and exploitation by middlemen (Mohapatra and Dash,
2011). This sector provide employment to lakhs of people in the country directly
or indirectly but however due to the numerous problem face the artisans a quick
look of concern and suggestion is required to help artisans improve their quality
life.
Different Source of Funds Used by the Entrepreneur in
Setting up the Business
It is clearly learned from the given chart that majority of the entrepreneur (56%)
used their own fund while establishing their unit, remaining they took financial
assistance from the NBDA. Interestingly, none of them set up their unit with
borrowed fund.
Figure 3 Source of Finance Used by the Handicraft Traders

Dimapur
Page | 34
However, with regard to the marketing assistance provided by the bank and local
government to the entrepreneur, it was assumed that trade credit provided by the
bank to the entrepreneurs was not satisfactory or unavailable to some of the
traders. Bank overdraft facilities provided to the traders was also nil which was
quite disappointing but when further studies was conducted it was noted that most
of the entrepreneur did not had an bank account opened in the name of their own
respective business unit. A tax incentive was available among them and this was so
obvious because the state government does not charge tax to any of the individual
irrespective of their income and property.
Market development assistance provided by the banks and financial institution
were also agreeable. It was also learned that some of the entrepreneurs did not
approached for market assistance neither from the bank or financial institution but
when asked if they can rely on them, it was positive. In terms of district industries
centre whether they can encourage banker and traders and SISI facilitates in
marketing of bamboo product, their so far experience and expectation were having
been fulfilled.
Suggestions
1) The product should advertise frequently in any types of media to give
awareness to the interested customer form different region and country.
2) The agency should undertake further more responsibilities in selling and
promotional strategies for bamboo handicraft products.
3) The artisans need to find a way to meet the increased demand of the
customers, giving the fact that most of the products should be handmade
and with very little inputs from machines.
4) Import of bamboo handicraft products should be discouraged by adopting
innovative and quality product at the reasonable price by satisfying the
domestic customer.
5) Bamboo products are economically safe to customer rather than wood products.
6) Frequent training and financial support should be given by the
government to the entrepreneurs for upgrading machinery.

Dimapur
Page | 35
7) Customer should be aware that bamboo products have more durability
than other woods products.
8) Work culture should be enhancing more among the artisans to improve
marketing of bamboo handicraft products.
9) Banker should also provide trade credit as well as market assistance
to the entrepreneurs.
10) District industry centres should encourage bankers and traders.
11) Local government should also provide capital subsidy to the entrepreneur.
Conclusion
The training and other capacity building programs undertaken by NBDA have
paid off and there has been a remarkable increase in the income of the artisans.
Initially (2007) there were 10 handicraft units participating with NBDA and the
number of unit gradually increased in the next subsequent years with 14
participating units earning handsomely, they now have the capacity to earn more
by hiring more people and increase their production. The artisans customer based
has noticeably increased both locally and nationally. The agency has trained many
of the unemployed youths and they have also established their own handicraft
units which now provide them good incomes. They too are on their way to
acquiring recognition for their products and creativity.
Therefore, government should put more efforts to increase the economic
opportunities from the uses of bamboo as an industrial raw material to raise
more employment opportunities. There are still many challenges that the agency
and artisans are facing. NBDA needs to reach out to more artisans. The artisans
need to find a way to meet the increased demands of the customers, given the fact
that most of the products are handmade and with very little inputs from machines.
There is also a need for continuous quality improvement of the products to cater to
the need of the customers.
However, through the agency`s initiatives a number of artisans have already built
their confidence and increased their income levels. On the other hand, associating
with the artisans has also been an eye opener for the NBDA. It realized how the
agency`s assistance could dramatically change the lives of the artisans and their
families, giving them access to better livelihood and better future.

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