RE Capital's Visionary Leadership under Newman Leech
channapatna toys
1. Image source: https://commons.wikimedia.org/wiki/File:
CRAFT CLUSTER- CHANNAPATNA TOYS
(LEARNING DIARY)
SUBMITTED BY:
DIPTASHREE MONDAL
UNDER THE GUIDANCE OF-
MS. NETHRAVATHI. T.S
SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE DEGREE OF
MASTERS OF FASHION MANAGEMENT.
NATIONAL INSTITUTE OF FASHION
TECHNOLOGY, BENGALURU(2020-2022)
https://www.caleidoscope.in/
3. table OF CONTENT
OVERVIEW
LEARNING DIARY
https://www.caleidoscope.in/
BRIEF HISTORY
PRODUCTS
PROCESS
ARTISENS
BUISNESS MODEL
ECOMMERCE
EXPORT
GOVT. INITIATIVE
BUISNESS AVENUES
OBJECTIVES
METHODOLOGY
MARKET SURVEY
1
2
3
4
5
6
7
8
9
10
11
12
13
4. It is our radiant sentiment to place on record our
best regards, deepest sense of gratitude to Dr.
Krithika G. K, Ms. Nethravathi. T.S & Mr. Pratik
Ghosh for her careful and precious guidance, for
making us work on this project. We would also like
to thank National Institute of Fashion Technology,
Bengaluru and The Department of FMS, in particular
for providing a platform to conduct this research.
The learning outcomes of this assignment will help
in career development making us strive to use the
gained skills and knowledge in the best possible
way.
Lastly, we would like to thank our classmates for
their kind cooperation, who have willingly helped us
with their ability.
Sincerely,
Diptashree Mondal
Acknowledgement
LEARNING DIARY
5. Channapatna toys are a particular form of
wooden toys (and dolls) that are manufactured in
the town of Channapatna in the Ramanagara
district of Karnataka.
This traditional craft is protected as a
geographical indication (GI) under the World
Trade Organization, administered by the state
govt.
As a result of the popularity of these toys,
Channapatna is known as Gombegala Ooru (toy-
town) of Karnataka.
Traditionally, the work involved lacquering the
wood of the Wrightia tinctoria tree, colloquially
called Aale mara (ivory-wood).
Their manufacture goes back at least 200 years
according to most accounts and it has been
traced to the era of Hyder Ali and Tipu Sultan in
the 18th century.
The toys are laced with vegetable dyes and
colours devoid of chemicals and hence they are
safe for children.
overview
LEARNING DIARY | 01
https://www.livecrafts.in/
6. The origin of the wooden toys date back to the
period of Tipu Sultan, the ruler of Mysore who was a
great admirer of wooden toys. He took the initiative
to invite artisans from Persia and train the local
artists to earn the process of making wooden toys.
The artisans still follow the traditional method of
making the toys for nearly two centuries.
brief history
LEARNING DIARY | 02
https://bangaloremirror.indiatimes.com/bangalore/
7. Decorative and utility items including flower vases,
bowls, salt & pepper shakers, napkin rings, wall-
panels, pen holders, Sports and educational aids,
Jewelry and many more.
Products
LEARNING DIARY | 03
https://artsandculture.google.com
8. The process starts with procuring of hale wood
or ivory wood from local wood suppliers. It is
seasoned for 1-3 months depending on the size
of the planks. Though the government supplier
sells seasoned wood, artisans at times prefer to
buy the wood locally and season it at home.
Wooden logs lie plentifully by the roadside
indicating the regular demand for wood by
artisans of the town.
LEARNING DIARY | 04
https://artsandculture.google.com
STEP: 1
process
WOOD
9. The woodcutter cuts blocks to size depending on
the nature of the item. These are stored with him
or the craftsperson for future use.
LEARNING DIARY | 05
https://artsandculture.google.com
process
WOOD
STEP: 2
10. Wooden shavings and dust fly about, coating the
room, as the woodworkers cut the wood to
required sizes for Channapatna’s toy makers.
LEARNING DIARY | 06
https://artsandculture.google.com
process
WOOD
STEP: 3
11. Wooden pieces cut on the lathe according to a
prescribed size indicates a large order for a
specific item.
LEARNING DIARY | 07
https://artsandculture.google.com
process
WOOD
STEP: 4
12. A Channapatna craftsman cutting a block of
wood into even smaller pieces.
LEARNING DIARY | 08
https://artsandculture.google.com
process
WOOD
STEP: 5
13. Chips of lac, a natural resin acquired from
forests, are bought locally to make the colour
with which the wooden pieces are coated.
LEARNING DIARY | 09
https://artsandculture.google.com
process
COLOUR
STEP: 6
14. First, a coal fire is lit in a small bowl for the lac
chips to be heated.
LEARNING DIARY | 10
https://artsandculture.google.com
process
COLOUR
STEP: 7
15. The lac chips are stuck to the end of a wooden
stick and held over the fire to melt to the
required consistency.
Natural coloured dyes are used to tint the lac.
Sometimes, turmeric is used for the colour
yellow, indigo powder for blue, and deep red
cosmetic powder, locally known as kum kum, for
orange and red.
LEARNING DIARY | 11
https://artsandculture.google.com
process
COLOUR
STEP: 8
16. Turmeric powder is being used here to make a
yellow paste to mix with the resin chips in order
to tint the substance yellow. Dyestuffs could be
natural or industrial. The latter is less popular
now as the world now prefers eco-friendly
materials.
The lac, or resin paste, becomes more malleable,
like sticky toffee, as it heats up.
The paste turns uniformly yellow over the fire. It
will eventually be used to colour the wooden item
yellow.
LEARNING DIARY | 12
https://artsandculture.google.com
process
COLOUR
STEP: 9
17. The process of preparing the resin needs
dexterity, which comes from the transferred
experience of generations of artisans practicing
wood craft in Channapatna. The lac, or resin
paste, becomes more malleable, like sticky
toffee, as it heats up.
LEARNING DIARY | 13
https://artsandculture.google.com
process
COLOUR
STEP: 10
18. Most are made at home or by local ironsmiths.
Basic uncomplicated instruments are used by
Channapatna’s wooden toy makers to shape and
decorate the surface of toys as they spin on the still
or turning lathe.
LEARNING DIARY | 14
https://artsandculture.google.com
TOOLS
19. Once the wood is turned into its desired shape, the
lacquer stick is held against the wooden piece while
it is still on the lathe. The lac melts with the heat
produced by friction and transfers the colour to the
surface of the wood.
In the image on the above, the knob at the end of the
wooden stick is being coloured with red lac, while
being turned on the lathe.
The lacquer is spread uniformly over the surface
with the help of a dried palm leaf. This also gives
shine and lustre to the object.
LEARNING DIARY | 15
https://artsandculture.google.com
COLOURING
20. Usually, handcrafted objects are made by a single
person or a small group sitting next to each other.
Interestingly, Channapatna toy-making follows a
different system of production. Similar to an
assembly line production in industrial units, every
part of the process is done by a different person.
The nature of the final product is ultimately known
only when all the pieces and processes are
complete. Almost like a closely held secret, it is only
the head of the unit who knows what the end piece
will look like.
LEARNING DIARY | 16
https://artsandculture.google.com
interesting FACT
21. Srinivas
He is 32 year and is working with Bharat Art & Craft
for last 15 years. He learned this craft when he was
a kid, and after completing his 10th exam he joined
Channapatna toys as an artisan. but, soon he
climbed the ladder and became a procurement
management person. He is very proud to be a part
of India's handicraft and also believes Channapatna
Toys will reach whole world soon. He also
mentioned , he would want his son to be associated
to this craft when he grows up.
LEARNING DIARY | 17
artisans
22. He is 42 year and is joined Bharat Art & Craft in the
year 1992. He is an expert in wood cutting,
polishing, finishing. Even after having an Artisan
card, he has not received much help from
government so, he don't want his son to join this
craft. Instead he want him to be an educated
person. Currently working as an in-charge in one of
the workshop by Bharath art & craft. Also explained
us the payment and wage system of craft. They are
being paid on the basis of the pieces they produce.
Sayad Hamid
LEARNING DIARY | 18
artisans
23. Model 1- Selling
through Channapatna
Art House
Many local retailers in
Channapatna who are
observed to be sourcing
Channapatna handicrafts
at very low prices from
the individual artisans and
are selling to national and
international buyers at
escalated prices.
LEARNING DIARY | 19
existing Business
model
https://www.academia.edu/31910665/
https://www.academia.edu/31910665/
24. Amazon gives the option of choosing a delivery
date to the consumers. They also have the same
day delivery option available for them.
It provides a quality check and packaging team
for the suppliers so that they do not have to
worry about spending the money on packaging.
The supplier does not have to worry about the
logistics as the Flipkart team will pick up the
product from the supplier and deliver it to the
customer.
Partnering with Pepperfry has helped the artisans
to reach a wider consumer segment.
Model 2- Selling through Amazon, Flipkart
and Pepperfry
LEARNING DIARY | 20
existing Business
model
https://www.amazon.com/
25. Changed the way business is done and
transacted by providing a global marketplace.
Present a great marketing platform to the
domestically produced products.
Provides scope for the expansion to the
exporters.
Different business opportunities are:
Ecommerce
&
Indian Handicraft
LEARNING DIARY | 21
https://www.justdial.com/
B2B B2C B2G
26. Sohel khan felt having some sort of online
presence could revive interest in the age-old
crafts, even leading to new business.
He set up a Google My Business profile for
Bharath Arts and Crafts to take his Channapatna
toy making story online for the entire world to
see.
He encouraged customers to leave reviews, and
he also added posts and photos to tell the story
of the work and life of the artisans.
Bharat arts and Crafts
Ecommerce in
channapatna
LEARNING DIARY | 22
https://www.bharathart&craftcom/
27. LEARNING DIARY | 23
Sohel khan, 6th generation
artisan and currently heading
Bharat Art & Craft
Logo of Bharat Art &
craft
list of items
from their
website
https://www.bharathart&craftcom/
28. Maya organics
Maya Organic is a livelihood development
initiative involved in developing a network of
artisans, workers and micro-entrepreneurs
capable of producing high quality wooden
products.
They are a non-profit company registered under
section 25 of the Indian Companies Act and a
member of the World Fair Trade Organization.
Currently it is known as 'FairKraft Creations.'
Ecommerce in
channapatna
LEARNING DIARY | 24
https://www.faiekraftcreation.com/
29. LEARNING DIARY | 25
Mr. Murlidhar Kulur, is the
supervisor of Maya organics
sustainable packaging
by Maya organics
Maya organic
workshop
https://www.faiekraftcreation.com/
30. Handicraft export from India decreased 3.35% y-
o-y during 2019–20 to reach US$ 3.53 billion.
Indian handicrafts are exported mainly to US, UK,
UAE, Germany, France, Latin American countries ,
Italy, the Netherlands, Canada and Australia.
Export of various segments during April–
November 2020 stood as below:
EXPORT
DESTINATIONS
LEARNING DIARY | 26
https://www.magzter.com/
Woodwares Embroidered Handicrafts
Textiles Metalwares
31. Ajmal Handicraft
He is a 75 years old man who in involved with
Channapatna Craft for last 40-45 year.
He exports Channapatna crafts to 26 different
countries across the world like UAE, Sweden and
many more.
He had been participating in different exhibitions
across the world to promote and sell
Channapatna craft.
exporter in
channapatna
LEARNING DIARY | 27
https://www.ajmalhandicrafts.com/
32. LEARNING DIARY | 28
Crafted candle stands, jewelry and others items are also available
They have really innovative products
https://www.ajmalhandicrafts.com/
33. The Indian Railways, undertook an initiative to
support local craftspeople. As part of its ‘put
back the smile’ programme, the Bengaluru
division of South.
Government
Initiatives
LEARNING DIARY | 29
https://www.cnn.com/
34. Promoting Indian craft under "vocal for local"
campaign to boost Indian economy. This also
attracts new entrepreneur to work with Indian
craft.
Government
Initiatives
LEARNING DIARY | 30
https://www.timesnow.com/
35. Government of India is organizing 'The India Toy
Fair, 2021' from 27th February 2021 to 2nd
March 2021 on a virtual platform.
Government
Initiatives
LEARNING DIARY | 31
https://www.edexlive.com/
36. Corporate social responsibility (CSR) initiatives
of companies are altering the prospects for
wooden toys of Channapatna.
Government
Initiatives
LEARNING DIARY | 32
https://www.EYindia.com/
37. Rise in demand for eco-friendly toys
To encourage the next generation to take the legacy
of toy-making forward, the government should
provide funds and old-age pensions. The number of
families who make the finely carved toys in the
towns has come down to 50 from over 100 a few
years ago.
potential
business avenues
LEARNING DIARY | 33
https://www.buisnesswire.com/
38. Appealing to start-ups
Modi’s mention of Channapatna has generated a lot
of interest among start-ups and other business
communities. At the same time they have organized
a meet to link interested start-ups with the artisans
to explore multiple business opportunities for
growth.
potential
business avenues
LEARNING DIARY | 34
https://www.financebudha.com/
39. Overseas demand
Toy makers send their products to US and European
countries as they receive a good amount of orders
for Christmas and New Year, especially for
lacquered and hand-crafted wooden products.
Before the modernisation push, toy makers faced
multiple hardships in the local market.
potential
business avenues
LEARNING DIARY | 35
https://epch.in/policies/exportsofhandicrafts.htm
40. To understand different actors of the craft and
consumer behavior towards the craft.
To understand the traditional business model.
To suggest an effective and efficient business
model.
our objectives
LEARNING DIARY | 36
https://www.cleanPNG.com
41. Involved both primary and secondary sources of
data
Participant observation for data collection,
questionnaire prepared and interviews of the
artisans were taken
Data gathered through several sources like
government websites, articles, case studies for
further references
Methodology
LEARNING DIARY | 37
https://www.cleanPNG.com
42. Varnam Store
Varnam which translates to colours is a testimony to
the store as it is colourful and has products that are
totally Insta-worthy. Varnam was started as an
attempt to revive this 200-year-old toy craft. They
sell home décor, lampshades, wall hangers, jewelry
and storage jars made by the artisans of
Channapatna starting at INR 150. They also have a
wide range of innovative products which is perfectly
suitable for urban-chic house.
market survey
LEARNING DIARY | 38
https://www.varnamcom
44. CHANNAPATNA TOYS
They are the leader in the Retail Marketplace
which connects manufacturers with consumers
in the Domain of traditional toys with a smart
layering of innovation so as to suit the present
consumer needs.
They display both traditional and modern take in
their diverse product line with pricing
appropriately mentioned and an easier user
interface that helps all types of customers to
navigate through the website more efficiently.
market survey
LEARNING DIARY | 40
https://www.toysofcpt.com
