Market survey final report YEOLA

1. Market Survey
Report
Embroidery Craft Yeola
Avani Chhajlani
[MARKET SURVEY REPORT]
Embroidery Craft - Yeola

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Contents
Project Brief ..........................................................................................................3
Case study..........................................................................................................3
Market Research ...................................................................................................4
Market Information............................................................................................4
Market Research .............................................................................................4
Product Survey and Market Visit ...................................................................5
Products available in the market.....................................................................6
Market Survey....................................................................................................7
SWOT Analysis ....................................................................................................8
Design and Product Methodology ........................................................................9

3. 3 | P a g e M a r k e t S u r v e y R e p o r t – E m b r o i d e r y C r a f t Y e o l a
Project Brief
To design 30 products while using hand embroidery techniques with 40 women
artisans.
Case study
Group: The group of 40 women are there at Yeola
Background:
 Ages 19-45
 Most of them are married and with children
 Most of them are uneducated and are employed as farm workers
 They have learnt their skills from childhood – working on farm, raising
children, household work, cooking etc.
 They all are keen to learn more about hand embroidery.
 To begin with they are given training in basic stitches before moving on
specifically to complicated or dual stitches.
 The samples they make during the course are retained by the NGO
Observations:
 They hope to earn a living through this skill and most of them are wary of
working tirelessly in fields
 They need still more training to make more intricate designs.
 They need to be informed ,that what a demand in the market of their
skills is.
 The kinds of samples they prepare during the training are designed
according to the new market.

4. 4 | P a g e M a r k e t S u r v e y R e p o r t – E m b r o i d e r y C r a f t Y e o l a
Market Research
Market Information
It is an organized effort to gather information about markets or customers.
It is a very important component of business strategy. The term is commonly
interchanged with marketing research; however, expert practitioners may wish
to draw a distinction, in that marketing Research is concerned specifically about
marketing processes, while market research is concerned specifically with
markets.
Market Research is a key factor to get advantage over competitors. Market
research provides important information to identify and analyze the market
need, market size and competition. Market research is for discovering what
people want, need, or believe. It can also involve discovering how they act.
Once that research is completed, it can be used to determine how to market your
product.
Market Research
Phase: 1
Initial search involved data collection in the entire chain starting from - Material
supply, production in the village/ semi urban areas, distribution channels, visual
merchandising, sales, and interviewing customers.
Phase: 2
Including screening document on hand embroidery. Other published articles on
the related craft and web information search.
This was to understand the relevance of the craft, when it was originated and
now – in a more contemporary context.
Phase: 3

5. 5 | P a g e M a r k e t S u r v e y R e p o r t – E m b r o i d e r y C r a f t Y e o l a
To analyze and summarizing the trends, opportunities
Ahead Research includes these following areas-
• Craft study
• Raw material
• Production process
• Existing range of products
• Skill level of the artisans
• Marketing linkages
• Socio-economic aspect
Product Survey and Market Visit
Market visits involved visiting large format retailers who stock handmade
articles and small entrepreneurs who would be interested to create a market
presence with the strong range of products from the artisans.
Embroidery being an essential part of Indian culture is widely used in a variety
of products and we came across exquisite hand embroideries right from flea
markets to huge designer stores.
Stores like Fab India, Anokhi, Artisans cottage, Okhai Handicrafts and few
exhibitions had been visited to collect some recent information and design trend
about embroidery. These all stores are famous for their craft oriented image and
products too. These brands target the elite class. By analysing their products, it
is reported that, they mostly use hand embroidery in home furnishing. In home
furnishing products application of motifs are broader and scattered, so costing is
decreased. And new artisan is even able to do that work.
At Dili hatt, there were many shopkeepers except artisans were selling many
machine made embroidery products too .So, that is again another thing to work

6. 6 | P a g e M a r k e t S u r v e y R e p o r t – E m b r o i d e r y C r a f t Y e o l a
on. Those products are much cheaper than handmade articles because they need
less manpower.
Products available in the market

7. 7 | P a g e M a r k e t S u r v e y R e p o r t – E m b r o i d e r y C r a f t Y e o l a
Market Survey
In order to the product survey we have asked some questions to number of
people.
There were two groups basically
First was a group of students who are pursuing design from NID(National
Institute of Design) and NIFT .
Some working women’s and households.(Areas like: Mumbai, Delhi and
Bangalore)
The questions were as follows-
1. Do you know about Hand embroidery?
 Yes
 No
 No, but I would like to know more
 No, I don’t care much about it
2. Which would u prefer between machine embroidery over hand
embroidery?

8. 8 | P a g e M a r k e t S u r v e y R e p o r t – E m b r o i d e r y C r a f t Y e o l a
 Yes
 No
 I don’t know
3. If Machine embroidery, then why?
 Quality of work
 Cost effective.
 I don’t know
4. Have you ever met any artisan?
 Yes
 No
 No, but I would like to
 No, I don’t care much about it
5. Which type of product will you prefer made of embroidery?
 Home Furnishings
 Apparels
 Both
SWOT Analysis
STRENGTH WEAKNESS
Indian Handicrafts Industry has a
diversified and potential market in
domestic & international platform.
Industry is lacking with
infrastructure and communication
facilities.
It provides large product variety and
range as it is full of diversified culture.
There is unawareness among
craftsmen about international
requirements and market.

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Industry is facilitated by diversified and
supportive retail infrastructure across the
country
Lack of co-ordination between
government bodies and private
players.
Industry provides services to different
market (Handicrafts, Stone Jewellery)
because of diversified product range.
Inadequate information of new
technology, developments and of
current market trends.
Labour rates are cheap and it results to
competitive prices
Industry is still confined to rural
areas and small cities and not able
to reach untapped market.
Industry needs low capital investment.
OPPORTUNITY THREAT
Rising demands for handicrafts. Competition in domestic market.
Developing fashion industry requires
handicraft products.
Balance between high demand and
supply.
Development of sectors like retail, real
state that offers great requirements of
handicraft products.
Quality products produced by
competing countries like: china and
south Africa.
Development of domestic and
international tourism sector.
Better trade terms offered by
competing countries.
E-commerce and internet.
Increased and better technological
support and R& D facilities by
competing countries.
Design and Product Methodology
The following methodology was implemented on Embroidery and Technical
Development workshop.

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Background Survey and Networking: A detailed market survey of the importers
and exporters of dress materials and readymade garments, home furnishings and
accessories industry was done and it’s found that there is an immense potential
of this craft of Indian hand embroidery in the international market of USA,
EUROPE, AFRICA, AUSTRALIA and some other countries. It was also
established that the generic trend world over is to buy articles which are both
decorative as well as utility based.