Executive Summary There are a lot of a problems faced by the craftsman in India like, their products are not utilitarian, a very
narrow range of
product line, most of they use only one material, doing the same designs which were made several centuries ago, they are heavily fragmented, etc. This project focuses on system and service design with strategy of implementation to tackle the above written problems with the minimalist approach. One of the major strategies of this project is to mix crafts of different materials to produce a new line of products which are both utilitarian and aesthetic. Where all the products comes under one brand umbrella, where they are marketed in a certain strategic way. The final outcome of this project is to produce high value handmade goods in a more organised and systematic way to yield a maximum profit to the craftsman. A success criterion of this project is not only measured only on the basis of financial improvements but also on making the craftsman ship a desirable dream job for people.
Abstract The handicrafts sector is important for the Indian economy as it is one of the largest employment generators and accounts for a significant share in the country’s exports. The state and regional clusters contribute significantly to handicrafts export. The Indian handicrafts industry is fragmented, with more than seven million regional artisans and more than 67,000 exporters/export houses promoting regional art and craftsmanship in the domestic and global markets. In spite of all the help by the government and Ngo’s craftsman face a huge amount of threat and problem. This made that job undesirable for the future generations to take it further. As a result of this we might end up losing the rich culture and Heritage. With such high skills passed on from generations to generations, craftsman instead of doing a creative job they were moving towards jobs like the security as they don’t find livelihood in this field.
Problems faced by the crafts Management problems Traditional craftsperson don’t have access to a local manufacturing base, funds, design inputs or marketing support They are heavily fragmented and do not have an organised selling platform, selling their products in a road side degrades the value of that craft in the minds of the buyers. As they are heavily fragmented an individual or the family has to do everything from buying raw materials to manufacturing to selling it in the market.
Product problems There is no demand for their utilitarian product as their products and materials were replaced by advanced materials. There is only an emotional need for their products and not the utilitarian need. Crafts didn’t evolve with technology, process, design and innovation. These crafts are needed only in the emotional way, which happens only during the festival times Most of the crafts are based on just one material and one type of product, eg: chennapatna produces only toys from wood. Material restricts the flexibility of innovation. This generation doesn’t want the next generation
to continue the tradition as there is no livelihood for such skilled works. Traditional craftsperson don’t have access to a local manufacturing base, funds, design inputs or marketing support
Problem Statement To the craftsman How might we create a platform that makes the Indian crafts Industry to strategically manage, design, create and sell products that are not only aesthetically appealing but also utilitarian. This would in turn give them a better business, reorganisation and livelihood. This would make craftsmanship a desired job.
To the end user Inspire of the handicrafts being sold in all the undesired places, how might we retain both the perceived value and the economic value of the craft. Showing the true colour and the uniqueness of the craft, this would make the products attractive and desirable. By creating a trust with the users that the product are of high quality and well designed.
Design Solution Crafts in India are divided based on the material they are made from. Most of the crafts are based on one material. These crafts had utilitarian value once up on a time; now that we have advanced materials and machineries these crafts have lost its utilitarian purpose. They only have the aesthetic value. By mixing craftsman with different material it is possible to produce a new line of utilitarian goods that is of high value. By organising the workspace that supports different artisans to come together, work with designers, engineers, market analyst and business people to make the products those are of need in the market. There is a constant learning happening in this process from each other. By creating a brand where all these products come under. This brand helps in building the customers trust on taste, quality and design. By proudly showing the skills and the amount work that goes into making these works by hand. And not by making craft a begging plate and craftsman a beggar. Primarily focusing into the high end market and then slowly making products for the middle class market with different brand umbrellas
Expected outcomes Handicraft is the second biggest industry in India after agriculture. This large amount of highly skilled work force will make a better business out of it. With the recogonisation, salary and work life the craftsman gets, making this a desirable job for the future generations. The crafts would have both utilitarian and the aesthetic value and would be valued in the right way. Positive branding helps to builds relationship and to create trust with the customers. As mixing craft is new in Indian culture, the degraded image of the craft should not affect this as this is an entirely different creative line of products.
Mixing craft Stratefy General guidelines to mix crafts. Crafts of different areas have to be mixed to bring out new range of products. Here the crafts have to mix with in certain proximity as there will be a huge difference in culture if we mix crafts of a completely different culture together. Where mixing the craft it is important to mix crafts of different terrain together as that would give a wide range of opportunity. What mixing should not be done, as an example
As the crafts completely depend on the raw material available in that area it is better to mix the crafts those are not of the same terrain. As you see above metal casting is repeated twice, stone carving is repeated twice. Wood crafts are repeated more than 4 times. These are some examples of how to mix crafts, to get a completely diverse output
By mixing different crafts that belong to different terrains together it is possible to have a diverse outcome which opens up a new range of possibilities. It is not always necessary to mix crafts, if there is a design of a single craft that could deliver good quality of functionality and aesthetics then it is good enough.