CLUSTER PRESENTATION

Group 1
Abhishek Sinha
Mayank Pitariya
Pulkit Raj Mittal
Ravikant Verma
Sachin Pratap
Santosh Kumar

One thing that never ceases to

amaze me is that,
despite poor service delivery, poverty,
or any other obstacles,
true creatives will find a way
to express themselves creatively.
Obviously when they are properly resourced,
they can do so much more
but that spark will always find a way
to shine in the darkest dark.
Robin Opperman, Director, Umcebo Trust.

INTRODUCTION
WHAT IS A CLUSTER ????

A Geographic Concentration.
producing near similar products.
facing common opportunities and threats.

Our objectives

To study the Banjara tribe and their culture and lifestyle.

Research of Banjara craft and its process, material and product range.
Analyzing their embroidery and its sustainability.
Study the Banjara culture and its sustainability.

METHODOLOGY
Primary research

With the help of interviews, observations, photography, videography,

field notes.
Informal and unstructured interviews were taken from the Banjara
people to obtain the insight about their views and opinions.
Moreover videos were captured to recoding the interviews.

Secondary research

Collected from research papers and books.

Various articles and blogs related to Banjara craft was studied over
internet.

WHO ARE BANJARAS?

Class of usually described as nomadic people

They claim to belong to the clan of Agnivanshi Rajputs

These tribal folk have contributed beauty to Indian

craft through their distinct embroidery.

Banjara Tribal Dress :

1.
Phetiya (as ghagra) and Kanchalli (as top)
2.
Bangles(bandiya) on their Arms (patli)
3.
Dhoti and Kurta (short with many folds)

Skilled Banjara women were moving to daily labour for livelihood

These NGOs are providing them training, job and rehabilitation.

Banjara embroidery now has an

international market.
Procurement of handloom and
handicraft products in India
region/state wise:
Source: Handloom Export
Promotion Council

MITCON Knowledge Hub

To

study the jewellery making, training and the

pricing analysis.
Sponsored by District IndustrialDevelopment
Corporation, Latur
Provide training regarding :
1. Artificial jewellery
2.Handmade bags
3. Saree Work
Products were made using
mirror work, patch work and embroidery

Ashishdhara (Rural development through Women

Empowerment)
IN

June 2007 a non govt. organization named

Ashishdhara was started again after it was destroyed
in the earthquake on 30th September 1993
Purpose :
To improve the social & economic condition of
women
To help the administration to start development
programmes for women
To be instrument of womens education
To improve the share of wealth of district through
women empowerment

Area of work
Their main areas of work are
Social Improvement
Training
Panchayats for women related issues
Female education help
Various Exhibitions
Public relations
Products Offered:
Bead Dress
Dhoti Pant
Cotton Tops
Jute Bags
Tribal Jewellery
Banjara Belt
Purse
Pouches

ASHISHDHARA AND SWAPNABHOOMI PROBLEMS

Marketing and branding problems

No Brand registration although using Banjara labels

No IPR
Lack of Industrial Contacts
Lack of co-ordination with other NGOS
Lack of Advertisement and Promotion

Production Problems
Lack of Machinery reqd. for higher efficiency and
effectiveness
Obsolete machinery of local manufacturing
Fabric and Jute sourcing Problem
Lack of Material Problems
Lack of resources

SWADHAR (NGO FOR THE BLIND)

Main functional areas:

Monthly production: 300-350 mats

Sizes of mats available: 3x6 mat can be
made of 5 sarees
4 x 6 mat can be made out of 7 sarees.
Cost of production:

Computer Training
Handloom Weaving
Acupressure and Massage center

8 Rs. Per square feet if the customer gives old sarees

17 Rs. Per square feet if the customer does not give sarees

Problems:

Low production capacity

High cost of production
Marketing and sales
Areas covered i.e. market penetration

CONTACT PERSON :
Sanjay Kulkarni
Manager
Kedarnath Urban Co-operative Bank Limited
Latur
M: 9850192424

R. S. Ganacharya
Station-in-charge
Shivaji Nagar Police Station
Latur
Ph: 02382-243100
Shri Ravishankar Ravale
Principal
Industrial Training Institute
Shivaji Nagar
Latur
Ph: 02382-243009

Sushil Pawar
Maitri fashion & Gifts
Nandi Stop
Ausa Road, Latur
M: 9970997711

I.O.Daga
Raymonds Showroom
Opp. ITI, Latur
Ph: 243568
Ketan Thakkar
Memsaabji
In front of Chaapsi medical
Dhanwant Vaghar
Assistant Manager
Axis Bank Limited
Niharika ladies World
Shop No. 15, Gandhi Chowk
Mantri Deepak
Mineral, The Boutique
Gandhi Chowk, Latur
Amrut Sonavane
Annabelle Ladies World
Gandhi Chowk, Latur

4 PS OF MARKETING

Product
Employ

designers to develop new products

Improve quality and durability
Constant innovation required take interns

Price
Develop

a cost based price for each market

Differential pricing needs to be followed
geographically

4 PS OF MARKETING

Place
Use

space devoted to handicrafts in shopping

malls
Shopping areas near tourist spots
Collaborate with business houses dealing with
handloom products.

Promotion
Participate

in buyer-seller meets
Linkages with fair trade organizations
Product diversification workshops may be

Fab India- the name says it all.

Started in 1958 by John Bissell.
A profit-driven business model rooted in the cooperative movement.
Benefits over 15,000 rural artisans and crafts persons across India.

ORGANIZATIONS INVOLVED IN PROMOTING ARTS AND CRAFTS

MSSIDC

Handicraft Artisans can register themselves with MSSIDC

Provide prime display space for selling at MSSIDC's Marhati

Emporia and annual exhibitions

Provides training to next generation of younger artisans

Promotion subsidy sheme

STATE THANDA DEVELOPMENT CORPORATION LIMITED

Facilitate to develop basic infrastructure

Renew, promote and strengthen the social institutions (mutts)

existed over ages in thandas

LIMITATIONS OF THE STUDY

Time was a limiting factor, as the number of respondents could have

been more.
Unable to contact more employees due to holidays for Christmas and
New Year.
Unawareness among respondents about the aspects of the product
leading to Inability error.

Conclusion:
Improve the quality, designs and advertise the benefits of vegetable
dyes.
keep making product in tune with the latest fashion.
Branding is an important parameter.
Specific strategies have to be followed depending upon the city
and the nature of market existing there.

Collaborate with:
Regions / countries
Craftspersons / designers / resources
International organizations
NGOs
Enlightened business community
Media TV, Radio, Press

To Capture:
The attention of policy makers
worldwide
Capture markets
with aggressive strategies
Capture mindshare
of the consumers
Capture Youth
early involvement with craft

Queries Please
THANK YOU!!!