About rural poor, Problems in rural india, Bamboo Crafts, Execution Strategy

1. Marketing Strategy of Bamboo
Artifacts
Prakash Ranjan

2. About Rural India
About 70% of the world’s
poor live in rural areas.
The target of halving the number of
people living in extreme poverty by 2015
will be achievable if the problem of rural
poverty is confronted head-on.

3. Rural Poor
Rural people are not only
isolated from economic
opportunities. They also tend
to have less access to social
services such as health,
sanitation and education; for
example, it is estimated that
around 1 billion rural
households in developing
countries lack access to safe
water supplies.

4. Rural poor
Rural economy is predominantly
agriculture based with crops and
cattle being the major contributors
for the GDP.
80% of the people in the rural areas
have to depend on agriculture for
livelihood.

5. The Efforts
Governments, donors, in particular, have poured in
money, mostly in the form of support to agriculture
and natural resources.
Rural Facts :
a) the poor are small farmers and landless
b) agriculture acts as the engine of growth
Investing in Local skill has long been
seen as a means of simultaneously
addressing both growth and equity
issues.

6. Developmental Matrixes

7. Contd….

8. Contd….

9. Cane and Bamboo Work
Vendors can be spotted selling window
screens made of bamboo slats and tied with
plain or coloured string in designs all over
eastern India. These are called chiks.
Chikwalas or makers of such screens can be
seen in and around the city. Kolkata also
happens to be an important centre for chairs
and stools made of the tall golden-white
sarkanda grass, which grows in large
abundance in this area.

10. Basket and Mat Weaving
Basket and mat weaving depends solely on what
grows locally.
Tamil Nadu has bamboo, coconut, date and
palm leaves, Rajasthan has reeds, Ladakh has
willow, Bihar has the local grass called sikki, and
Uttar Pradesh and West bengal have the
sarkanda grass. Villagers often make fodder
containers, fish baskets, trinket boxes, modhas
(stools), chattais (mats) and grain-threshing
trays for themselves while the domestic surplus
finds its way to the local haat (weekly village
market).

11. Products made of Bamboo

12. Availability of Product
• South 24 Parganas
• Burdawan
• Purulia
• Midnapur
Initially Purulia district will be selected for the
pilot phase considering the demography, poor
infrastructure facilities and deprived economic
& social class

13. Purulia – A profile
• Area – Socially- demographically deprived
area
• Target group – Tribals, SC, STs, OBC

14. Product cost Product price
• Low price • Depending upon
• Protects airial the nature of
oxidation work
• Erosion • Negotiable to all
The product will be branded as ‘BamCrafts’

15. Target audience
Upper class Language Ethos
Industrialist Manner Psychology
Nature
Culture

16. Problems of Purulia
• Migration to the big cities for employment
• Living condition is very poor
• Forest products are not utilized properly
• Farmers do not get cost of crops in season
• There is lack of skilled labour
• Youths are becoming influenced by the extremist
who are actively involved in naxal activities. Getting
support from govt line department/ commercial bank
is very difficult.
• Maximum population of this place is socially &
economically backward.

17. Process
• Detail Survey before finalizing the structure
of the programme
• Organise camps in the remotest areas for the
Bamboo made product business, Need to
form a Self Help Groups etc.
• Training on group management, cash
handling, product related training (skill up
gradation)
• Provide forward & backward linkage to the
enterprise
• Meeting with govt. officials will be organised
to access the govt. schemes

18. Implementation strategy
COOPERATIVE
(100 Clusters)
CLUSTER
(20-25 SHGs)
SHG
(10-15 female)
S.H.G is small homogeneous group of poor people comprising agricultural laborers, Small and marginal and
micro entrepreneurs of same locality who have voluntarily comes forward to form into a group.
SHGs promote small savings among their members. The savings are kept in the bank. This is the common fund
in the name of SHGs. SHGs give small loans to its members from its common fund as per the decision of the
group. After six months if the SHGs satisfies the bank as per the check list for quantity bank can give loan to the

19. Strategy at different levels
SHG Level:
2. Networking with near by big cities e.g. Kolkata, Howrah, Asansol,
Durgapur
3. Participation in Fairs (Organised by Govt/other agency), Star
Hotels, Offices (Business Houses), Malls, Real State Cos, Qurios,
Interior design outlets
4. Submission of project with DRDA, NABARD, SIDBI etc.
Cluster Level:
6. Permanent office in Uptown market – Product Brochure devt.,
Work by order
7. Submission of project with Welfare Department of State govt.
Cooperative Level:
9. Website Devt,
10. Submission of project to Ministry of SSI, Handicrats; Contact with
international funding agency etc.

20. Promotional Strategy
MEDIA TOOLS
Print Media Posters, Stickers, Handbills, Hoardings,
Pamphlets, Graffiti, Handouts
Electronic Media Small Video, Cinema, Slides
People Based Media Songs & Drama, Street Plays, Road Shows,
Folk Media- Puppet shows
Mobilization Events Exhibition, Rallies, Human Chains
Behaviour Change Communication Flip Charts, Role Play
Method
Outreach Activities Peer Education, One to One Interaction,
Group Discussion

21. Positioning
• Competitive edge : Unique model of SHG-
Bank linkage
• Ever lasting self sufficient nested
institutions
• Influencing policy decisions and advocacy
• Upcoming model and future leader to be
replicated

22. Identify possible participants
Identify the objectives of the monitoring
from the perspective of each of the
participating groups
Clarify the objectives of the work
being monitored
Identify and select indicators
Select methods - by considering time,
skill, technology and resources
Decide frequency and timing of
monitoring
Prepare and fine-tune the methods
Data-collection-systematic
implementation of the monitoring
calendar
Dealing with the data-collate,
analyse, share
Documentation of the findings

23. Conclusion
• Professional approach
• ‘Think globally and act locally’
• Diversified products to suit the needs of people
• Building alliances with different players
• Highly output oriented
• Add on services
• Bulk lending in case of collaboration with players like NABARD &
SIDBI
• Having different models in the same umbrella
• Make people participation in governance through SHG
• Setting goal for each and every member of the group
• Quality control by transparency in functional as well as financial
matters