Introduction

7. Clay craft products from different parts of the country, Handicrafts Museum, Delhi

8. Clay pot in the making

Exquisite manifestations of India’s skilled craftsmanship have carved a distinct identity for themselves to win plaudits and respect worldwide. Whether through monuments or antique souvenirs, it has helped preserve the country’s rich legacy and heritage through centuries. All Indian states embody their own style and origins of art, building an extraordinary treasure trove of unique craftsmanship. In fact, the rich and exotic appeal of high-quality handicraft goods produced by communities and tribes across cultures - through the bold use of colour, patterns, texture or design - is widespread, spanning the remote interiors of the country. This has not only successfully attracted demand for them from the domestic market but has also enabled this sector to carve a niche in the global market. This has made India as the major exporter and supplier of handicrafts in the world. Being one of the most ‘hand-skilled’ countries in the world. India employs approximately 34.5 million artisans for its handicrafts industry, which is pegged at ₹ 46,000 crore. Nowadays, handmade products are a fashion statement and an item of luxury.

• Indian craft sector • Exports of handloom • Government initiatives • Craft as business model • Brands and craft • Tourism and craft

Contribution

of Craft to the Indian Economy

Indian crafts have become a crucial part of the country’s economy. There is a huge demand for handicrafts in the international market. The evolution and innovation in craft products have made a special place in every household. Let us take a look at the business value of crafts and their contribution to the economy.

9

Craft Map of India

Indian Craft Sector

Indian craft sector constitutes an important segment of the Indian economy. It is one of the largest employment generator after agriculture.

The sector employs about 7 million people directly and indirectly, which includes a large number of women and people belonging to the weaker sections of the society. The contribution increases manifold in a culturally rich and diverse nation like India. The celebration of handmade is deeply rooted in India’s culture. The Annual Report of various years of the Ministry of Textiles, Government of India suggests that the employment in this sector is 47.42 % women of which 37.11 % come under the backward communities like Scheduled Castes/ Scheduled Tribes. Craft practices are more of a lifestyle before becoming an economic activity.

Currently, India is leading the exports of handlooms. Handicraft and handloom sector in India are a ₹24,300 crore industry and contribute nearly ₹10,000 crore annually in export earnings. The demand for handmade, eco-friendly and authentic products has grown rapidly in both global and domestic markets. 1

10

Cover Page of Compendium of Schemes of DCH The brands have started to collaborate with the craftsmen to bring the beauty of handicrafts. The craft sector has seen an immense growth rate in recent years. Previously, the business aspect of crafts was weak due to the lack of promotions, awareness and resources. Now as the government has recognized the potential of crafts, there have been many initiatives to empower, uplift and promote the crafts as our rich heritage and business.

The foreign market has also welcomed the Indian handicrafts quite well. The countries like USA, UAE, UK, Germany, Netherlands, France, Australia, Japan & Switzerland are among the top countries contributing to exports of handicrafts (major items being art metal wares, wood wares, hand-printed textiles, embroidered & crocheted goods) during the last 5 years. According to UNESCO estimates, in 2013 CCI generated $2.3 trillion (3 percent of world GDP) and 29.5 million jobs (1 percent of the world’s active population). SOURCE The textile sector is one of the oldest industries in India estimated around US $150 billion & expected to reach US $250 billion soon. It contributed 7 % of industrial output, 15 % in export earnings & over 2% in GDP of India in 2017 - ‘18.

There are initiatives to uplift and empower micro-businesses and startups to ensure their stability in the market. Currently, Micro, Small & Medium Enterprises (MSME) contributes 29% of the country’s GDP and 40% of Its exports. The MSME sector has created 11 crore jobs in the past and it aims to create 5 crore more jobs by 2020. The advancement in technology and the availability of resources have led to immense ease in logistics and sales. The online portals have helped to create a huge market for crafts both at domestic and international levels. They create a interface between the buyer and seller.

The skills and sheer hard work of artisans also attract tourists from all across the globe. The local culture and lifestyle in its crude form have always captivated people’s interest. The uniqueness of such places offers a richly diverse palette of travel destinations and cultures across the country. The crafts become an identity of the place and the products become a “must-have” from that place. The popularity of crafts brings various other opportunities in the tourism sector. The craft products as a souvenir are the centre of attraction for visitors. The process of creating craft masterpieces is attraction for tourism.

According to the annual report by the Ministry of Tourism, 10.56 million foreign tourists visited India during 2018 with an annual growth rate of 5.2%. India ranks 25th in the world tourist arrivals with a global share of 1.24%. source Crafts are indeed an important contributor to a country’s economy, employing artisans that preserve cultural heritage and generating an source of income through the informal sector. The tourism industry provides an important export market for a host of craft products. It is made up of all the businesses that directly provide goods or services for the business and leisure activities of tourists. Many such businesses are being supported by the craft sector directly and indirectly.

Longpi pottery shop, Dilli Haat, Delhi

11

According to a study by Associated Chambers of Commerce of India - Oldest, Leading, largest and Apex Chamber of Commerce and Industry of India (ASSOCHAM), India’s handicraft exports are likely to cross the Rs 17,000 crore mark by the end of the fiscal year of 2015-16. It is further expected to cross Rs 24,000 crore by FY 202021. The craft industry is growing economically while keeping the heritage and culture of the country alive. Apart from the financial contribution, crafts also become a reflection of one’s national identity on a global scale. The crafts have created their own mark in both national as well as international markets.

• Growth of craft sector • Ministries involved • Schemes and Yojana • Design and technology upgradation • Government rewards and funds • Human resource development • Benefits for artisans • Infrastructure and technology support • Marketing and sourcing assistance • Assistance for organizing in marketing events • Buyer seller meets

Government

Interventions

The craft sector in India engages a large number of communities. Craft practices hold cultural importance and create business opportunities as well. Indian crafts are an integral part of our cultural identity. Many organizations work towards the welfare of crafts. There are many dedicated initiatives by the government to uplift and empower the craft sector in India.

A representation of Handmade in India

The growth in the craft sector is a result of various initiatives by different organizations (government, semi-government, and non-government). They have worked at multiple levels to bring the craft industry to a better position. The origin of crafts in India traces back into an elaborate history. They now have the potential to empower all the practitioners socially and economically. There are brighter future prospects in the craft industry in terms of engaging more stakeholders and creating more opportunities. The present situation is comparatively better as the business of craft has suffered due to its unorganized nature along with additional constraints like lack of education, capital, and poor exposure to new technologies, absence of market intelligence and poor institutional framework.

There are interventions by different organizations at all levels of the craft sector. Artisans play a huge role in the sustenance of their respective crafts. Along with the financial support to business, there are various policies and schemes for the welfare of people associated with crafts. There are different verticals in the government to take care of every aspect of the craft industry. Ministry of Textiles, Tribal Affairs, Minority Affairs, etc. are the caretakers of handicrafts in India with dedicated assigned officials. One such office is the Development Commissioner (Handicraft) which is working for the promotion and development of the craft sector. At present, the office of Development Commissioner (Handicraft) is implementing the following seven schemes for the promotion and development of the handicraft sector:

(i) Baba Saheb Hastshilp Vikas Yojana A special scheme which intends to improve the handicraft artisans in India for their overall development. Under this scheme, the artisans are provided training and exposed to bigger marketplaces for better sales. (ii) Design and Technology Up-gradation (iii) Marketing Support and Services (iv) Research and development (v) Human and Resource Development (vi) Handicrafts Artisans Comprehensive Welfare Scheme (vii) Infrastructure and Technology Development Scheme

The following three-pronged approaches will be adopted to put the sector on a high growth trajectory as well as preserving existing cultural heritage:I. Promoting premium handicrafts products for the niche market. II. Expansion of production base for utility-based, lifestyle and mass production handicrafts products. III. Preservation and protection of heritage/ languishing crafts

Dastakar Sashaktikaran Yojana

Dastkar is working towards the upliftment of craftspeople from rural background. The objective is to help them regain their place in the market. Dastkar was established in 1981 with a motive to assist craftspeople through support activities like capacity building workshop, skill development, collaborative design innovation and product development. It helps them transform the acquired skills into products which can compete in the contemporary market. The scheme aims to provide a source of employment and sustained earnings to craft communities.

Design & technology upgradation

Design and Technology Development Workshop

The objective of the workshop is to develop new prototypes to suit the tastes and preferences of the contemporary market using the traditional skills of artisans and introduction of new techniques and technologies for enhanced production.

Integrated design and technology development project

The project has three essential components comprising design development, technology development, techniques/process and formulation and publication of crafts design/ craft technology to a large number of artisans for their skill upgradation.

Assistance to exporter and entrepreneur for design prototype

The objective of the programme is to promote the organizations in the export of handicrafts for the development of new and innovative products. The financial assistance is provided for the development of design prototypes for exporters and entrepreneurs by selecting or involving reputed designers from India and abroad who will help in the development of a range of products suitable for particular markets.

Commercial market intelligence by way of design, trend and technical colour forecast

The objective of the programme is to increase the knowledge of the entire handicrafts sector about the new design trends & colour forecasts so as to increase exports from the country by increasing the new design-led products. The increasing need & requirements of overseas buyers about the new designs & trends has led to the implementation of this scheme.

Human resource development

Training through established institutions

The component aims at upgrading/ imparting skills in different trade of handicrafts in a continuous and sustainable manner by creating an institutional framework. This shall be achieved through regular training courses run by institutes. These programmes provide an opportunity for the artisans to upgrade their skills and interact with other craftsmen. At the same time, it creates livelihood opportunities for the masses by enhancing their skills through training programmes in different crafts.

Handicrafts training program

This program aims to impart training in hard and soft skills to fill the gap of skilled workforce. The crafts sector need more and more involvement of people to increase production base. The program will hold skill training for technical writing and soft skill writing.

Training through Guru Shishya Parampara

This program provides for handing over/ transfer of traditional knowledge from master craftsmen to the new generation ensuring the sustenance of the craft. New/ semi-skilled artisans are provided training by master craftspersons.

Training of the trainers

It is a course for master craftsperson/ trainers for refreshing and honing up their skills under which the master craftspersons/ trainers are exposed to new designs, use of improved tools and new production techniques and technologies.

Design mentorship and apprentice program

The program aims at providing mentorship and learning to final year/ graduate/ post-graduate students from reputed design institutes, recognized schools of fine arts and other premier design institutes recognized by AICTE/ UGC / CSIR / Central Govt./ State Govt. and other such affiliating bodies.

Direct Benefits to Artisans

Rajiv Gandhi Shilpi Swasthya Bima Yojana (RGSSBY)

It aims at financially enabling the artisans’ community to access to the best healthcare facilities in the country.

Aam Aadmi Bima Yojana (AABY)

The objective of the scheme is to provide life insurance protection to the handicraft artisans. All artisans will be eligible to be covered under the “AAB Yojana for Handicraft Artisans” subject to the conditions laid down by Life Insurance Corporation (LIC) from time to time. The present age between 18-59 years living below & marginally above the poverty line were provided insurance cover in the erstwhile Pradhan Mantri Jeevan Jyoti Bima Yojana (PMJJBY) as well as in the new AABY.

Support to artisans in indigent circumstances

This scheme is proposed to support the artisans during their old age. The scheme is designed to give a boost to the handicraft sector in India.

Credit guarantee scheme

The program has been shifted from the Ambedkar Hastshilp Vikas Yojana to Welfare scheme. The program aims to alleviate the problem of collateral security or 3rd party guarantee and remove impediments to the flow of credit to the handicrafts sector.

Interest subvention scheme

The scheme aims to facilitate credit access for handicraft artisans, by introducing interest subventions for scheduled banks. 7% interest subvention, subject to actual, shall be available for artisans for the loan taken from Scheduled Banks. Maximum benefits of Rs. 1,00,000/-for a period of 3 years is admissible.

Issue of identity cards and creation of database

The identified artisans will be given photo identity card. Agencies having the necessary infrastructure to undertake the work will be identified by this office.

Financial Assistance for the supply of tools, safety equipment, looms, furnace etc.

The objective of the scheme is to improve the productivity of the craftsmen and their income. Model toolkits, safety equipment, looms, furnace etc. may be approved at DC(H) office before distribution

Shilp Guru Award, National Award & National Merit Certificate

The objective is to give recognition to outstanding craftspersons in the handicrafts sector. Under the scheme, Awards & Certificates will be awarded to a craftsperson only once in a lifetime to encourage master craftsperson to maintain the excellence in their craftsmanship and keeping the traditions alive. The component will be implemented by Hastkala Academy or by each department.

Infrastructure and Technology Support

Urban Haat

This program is to set up a permanent marketing infrastructure in big towns and metropolitan cities to provide direct marketing facilities to the handicrafts artisans and handloom weavers. This will enable them to sell their products around the year to a wider target audience.

Mini Urban Haat

The program is to set up a permanent marketing infrastructure in towns as well as established tourist circuits in the form of way-side amenities. It provides direct marketing facilities to the handicrafts artisans/handloom weavers and enable them to sell their products around the year to a wider target audience.

Emporia

Under this program, assistance would be provided for the setting up of emporia. These would be set up in commercially viable locations in the implementing agencies’ owned or rented building.

Marketing and sourcing hubs in urban areas

Marketing and Sourcing Hubs in Metros

It is proposed to set up marketing complexes (hubs) for handicrafts in metropolitan cities like Mumbai, Kolkata, Chennai, Bangalore etc. on the concept of “One-Stop Shopping”. It will provide a marketing platform to the wholesalers, retailers, consumers and foreign buyers to reach the potential target segment by showcasing the entire range of handicrafts products.

Marketing and Sourcing Hubs in NonMetros

It is proposed to set up sourcing hubs in major craft clusters, towns and cities, with the objective of providing a marketing platform for the buyers. This will enable them to source their requirements round the year, from the producers from clusters in that area. This facility will support in enhancing the production and sales from the cluster and also aid in generating productive employment in the respective areas in and around such hubs.

Design and Craft Schools

This program aims to introduce an organized formal institutional set up at any level in the country for imparting craft-related skills. The schools would conduct education programs to offer professional design and craft instructions across a wide range of age groups, from traditional to contemporary and for various levels of skill and experience. The main objective of the school is to achieve all-round development in the field of handicrafts and to revive the languishing crafts with the help of training and to provide maximum employment opportunities to the traditional and non-traditional craftsmen for the constant progress of the handicrafts.

Handicrafts Museum

The objective of the museum is to establish a platform through which India’s heritage traditional arts and craft can be popularized amongst artists, scholars, designers and the interested public. The primary objective is to collect and preserve objects exhibiting exquisiteness in craftsmanship and conceptual innovations in design or its functional aspects.

Design Banks

The bank is to be established with the objective of having a collection of designs in electronic form. These digitized designs would be made available to various users groups to enable them to diversify/ innovate and also customize products according to the domestic or international market needs. The banks shall also provide details of availability of raw material, the technology required, skilled human resource and cluster from where these innovative products can be sourced/ produced.

Crafts Based Resource Centre

The objective of this centre is to create an institutional mechanism to provide a singlewindow solution in an identified craft for comprehensive hand holding in the following aspects: • Technical & Technological information • Marketing Intelligence • Enterprise Development • Micro Finance Activity • Reporting/ Monitoring evaluation/ Experience Share • Product Information • Raw material information • Cluster/ producer information

Common Facility Centre

The objective of the common facility centre is to ensure economy of scale, price competitiveness, quality control, application of design and technology input on a continuous basis, the scope of product diversification and higher unit value realization and compliance with World Trade Organization (WTO) compatible standards. Such a common facility will lead to significant reductions in the cost of production, production of a diversified range of high-value products, sample development, reduction in the response times in order execution and ensure high quality of final products.

Raw Material Depot

Raw material depot aims to make easy availability of quality, certified and graded raw material to the artisans and entrepreneur at a reasonable rate.

Technology upgradation assistance to exporters/ Entrepreneurs

The objective is to extend the technological upgradation facility to exporters and entrepreneurs. The facility centre should be an infrastructure with modern machinery including packaging machinery to support product, productivity, quality, etc.

Crafts Village

Craft village is a modern-day concept, wherein craft promotion and tourism are being taken up at a single location. Artisans live and work at the same place and are also provided with the opportunity to sell their products thereby ensuring livelihood. Craft items are exhibited as well as sold here. The aim would be to select villages that can be connected with some tourist circuits to ensure the sale of products. Office of DCH will fund improvements/ creation of an infrastructure that would include roads, sewerage, water, street lights, footpaths, housing cum workshed, shops, and display areas.

These will be undertaken by the implementing agency and craftsmen will be rehabilitated with new work sheds and display areas. The display areas will be in the form of stalls where artisans can sell their product. Each project will be approved by a committee headed by the Secretary.

14

Surajkund Mela, Haryana

Testing laboratories

The objective is to offer total Testing and Quality Assurance support for handicrafts. In order to standardize products, it is proposed to set up new labs and strengthen existing labs.

Integrated Handicraft park

IHP aims to provide a permanent platform for the bringing together of the urban populace and crafts communities. The purpose of setting up of park is to set up an integrated facility that would facilitate the production, finishing, packaging, and sale of craft articles.

Constructions & Restructuring

This includes the construction of office buildings & revitalizing existing institutions, restructuring of regional design and technical centres, setting up of Hastkala Academy, construction of craft and office Complexes at Vasant Kunj, Okhla and any other infrastructure to be created at departmental level.

Mega Clusters

Mega cluster is an approach to bring growth in infrastructure and production chain at handicraft cluster. Many clusters have not been able to catch up with the modernization and development in the market and hence the financial outcome has suffered in such handicrafts. The areas of improvement in the handicraft sector are - infrastructure, tools, diversification of process and products, and brand building. The proposed programme is expected to support the upgradation of infrastructural facilities coupled with market linkages and product development & diversification. The main objective of setting up these clusters is to assist the artisans & entrepreneurs to set up world-class units with modern infrastructure, latest technology, and adequate training and HRD inputs, coupled with market linkages and production diversification.

Marketing support and services

Domestic marketing events

1.1 Assistance for organizing/participation in marketing events in India It aims to provide a direct marketing platform to the handicrafts artisans/ Self Help Groups (SHGs)/ entrepreneurs from various parts of the country. Promotion and marketing assistance will be provided to different eligible organizations to organize craft exhibitions in metropolitan cities/state capitals/places of tourist or commercial interest and other places.

1.1.1 Gandhi Shilp Bazaar/crafts bazaar In order to promote and market handicrafts, financial assistance will be provided to different eligible organizations to organize Gandhi Shilp Bazaars (GSB)/ Crafts Bazar in metropolitan cities, state capitals, places of tourist or commercial interest and other places. This will provide a direct marketing platform to the handicrafts artisans/ SHGs/ entrepreneurs from various parts of the country.