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Craft Marketing & RNFS
Prof. Rushen ChahalProf. Rushen Chahal
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Craft Marketing
Part of our cultural heritage
Craft CategoryCraft Category ExampleExample
A A Bamboo, Jute and WoodBamboo, Jute and WoodBB Cloth and embroideryCloth and embroidery
CC Marble, metal and ceramicMarble, metal and ceramic
DD Leather and HandicraftsLeather and Handicrafts
Classification by NABARDClassification by NABARD
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Craft Marketing Issues
Artisan mode of production Vs industrial mode of production
Marketing Myopia
Utility Vs decorative value
Access to markets
S takeholders need to adapt to the emerging market realities
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Continued
Working on the 4Ps is vital
Business Acumen with empathy of cultural & emotional dimensions
Margin pressure & survivalist nature
Need for end to end solution
I nterventions strong as the weakest link in the chain
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Craft Interventions( Indicative)
Cluster development initiatives, Example: UNIDO CDP , DC (
Handicrafts)
Corporate interventions,Example: Fabindia
Community/ individual based, Example:Khumbham Project
Co-operatives, Example: Weavers Co-operatives
Various institutional forms have advantages &disadvantages
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Fabindia
To become the worlds largest craft marketing organisation
ROI of 25 percent by the second or third year of operation
Supporting the weaver by giving a fair share, technical help and
repeat orders
Standardization of procedures
Regular product diversification
I nnovation, speed vital for sustained profitability
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4Ps at Fabindia
P roduct P rice P lace P romotion
I nstitutionalised
procurement process
Advance ordering
S ystematic order
scheduling
Clearly mentioned
standards
Carrot & stick
approach
Less priceLess pricesensitivesensitivecustomercustomer
Online marketingOnline marketing look look- - touchtouch-- feelfeel
processprocessContrast to aContrast to a
crowded craft melacrowded craft melaCreating product Creating product
synergysynergy
LaunchesLaunchesduring Diwaliduring Diwaliand weddingand wedding
seasonseasonP roduct P roduct
should speakshould speakfor itself for itself
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Khumbham
Aruvacode a small village near Nilambur in North Kerala
A village consisting of potters
Competition from substitutes & loss of dignity
F iring the imagination of potters for new product ideas
Mr. K B Jinan - KeyF
acilitator &P
roduct Champion
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Continued
Terracotta Tiles
Terracotta DinnerSet
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Continued
Terracotta Journal Holder
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Close of Session
Thank You
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