C ASSIGNMENT

ON
“INCOME GENERATING PROJECT ON HANDICRAFTS”

Submitted To:
Ms. Nidhi Kasetwar
Submitted by (Gr. 3)
Devendra Galav(0809)
Menka Kumari(0813)
Sujata Rani(0815)
Neha Singh(0821)
Ruski Mahal(0824)
Vaibhav Ahire(0840)
Prerna(0843)
Jot Dhar(0857)
Vaibhav(Chandigarh)

PGDM (2008-10)
VAMNICOM
Handicrafts of India
Handicrafts of India are just another precious stone in the bejewelled crown of
Indian culture and heritage. Be it intricately decorated metal craft or some mar
vellous marble inlay work or some exquisite paintings, Indian handicrafts are go
ing places with their ethnic designs and flourishing textures. The time stands t
estimony to the evolving of the art and craft as the civilization grew from cave
to the modern cities and now Indian handicraft is the integrated part of the In
dian culture leaving the whole world amazed and wanting for more. The immense ma
gic created by the Indian hands is visible from the timeless artistry of the daz
zling semi precious jewellery, exquisite furniture, colourful toys and dolls, be
autiful paintings and enthralling sculptures.
The metal crafts of India are the fine kaleidoscope of the craftsmanship and fin
e arts in shaping gold, silver, brass, copper into exquisite and intricately des
igned images, idols, jewellery and utility items leaving a unique appeal in ever
yone's mind. India's fame in precious and semi-precious stone jewellery is world
famous. The timeless stone jewelley are proud with their classy royalty and at
the same time narrating the saga of the hands that polished the rough stone and
gave its present look. Another side of the Indian handicrafts is the excellent p
aintings that India has been producing since time immortal. Started out with the
rock paintings in caves, Indian paintings are now finding place in every art lo
ver's house across the world. The magical and decorative earthen pots coming out
from the potter's wheels are gaining salute from every corner of the globe.
Indian handicraft is not only popular in the country but the world over. There a
re places in India that specialize in one or the other craft. Artisans from diff
erent corners of the country from time to time come together to display their sk
ills and sell their wares in various craft haats and art melas. Here are some of
the popular places that are known for their exquisite handicraft items in the c
ountry.
India is one of the richest countries in the world as far as arts and culture is
concerned. The Indian people are often involved in making high quality handicra
ft products. Different types of handicrafts are made in India and have earned si
gnificant popularity in the international market. Handicraft in Indian villages
is considered one of the major occupations, as many people earn their livelihood
s by producing different types of handicrafts.
Handicrafts in Indian villages are of different kinds. The major types of handic
rafts are pottery, metal craft, gold jewellery, wood craft, shell craft, cane cr
aft, needle craft embroidery, ivory craft, comb craft, glass craft, paper craft,
sholapitha craft, weaving, silver jewellery, etc. All these types of handicraft
s are considered major sources of income for numerous people in the Indian villa
ges. The artisans create these handicrafts either at homes or in a cooperative b
asis or on behalf of any big concern involved with the marketing of handicrafts
products. The village fairs, melas and festivals are some of the best places for
the Indian village artisans to sell their products.
Handicrafts in Indian villages are made for serving various purposes. While some
of the handicrafts products are made for daily uses, there are a few that are m
ade for decorative purposes. Villages in different parts of India are famous for
producing different types of handicrafts. While the villages of West Bengal are
famous for making the handicraft products like Terracotta, Sholapitha craft, et
c., the villages of Gujarat are famous for the products like brass and iron item
s, clay items, wooden furniture, embroidery, silver jewellery, dhurries, carpets
, blankets, rugs, etc. The villages in other parts of the country are also famou
s for making different types of handicrafts products.
Handicrafts in Indian villages are practised since the ancient period. Handicraf
t is also a major occupation for the villagers since the ancient period. The gov
ernmental authorities in India are encouraging people to take up handicrafts as
their occupation in the recent years as the Indian handicrafts products bring a
huge amount of foreign currency to the country
HANDICRAFT IN MAHARASHTRA-
Maharashtra has a great variety of art and craft traditions, which have enriched
its cultural heritage. These traditions were expanded under the patronage of Mu
ghals, the Marathas and the British. The quintessential spirit of Maharashtra is
visible in its traditional handicrafts and arts.
HandicraftsofMaharashtra
(i)Sawantwadi Crafts
(ii)Bidri works
(iii)LeatherWorks
(iv) Weaving
(v) Mashru and Himru
Paintings of Maharashtra
(i) Ajanta Paintings
(ii) Warli Paintings
The retailers and shops of handicrafts of Pune design, sell and exhibit antique
pieces, so that tourists can at least have a glimpse of the artifacts found in P
une. Carpets and 'Khadi' are the important handicrafts of Pune that are famous t
hroughout the world. Kolahpuri sandals also form a major part of export in Pune.
These sandals are known for its endurability and comfort. These sandals, also k
nown as 'chappals' well compliments the Maharashtrian style of dressing.
The handicrafts of Pune indeed occupies a distinct position among the different
handicrafts in India.
Famous Handicrafts Regional Handicrafts
Furniture
Jewellery
Metal craft
Painting
Pottery
Stone
Textiles
Wood Craft
Floor Coverings
Arunachal Pradesh
Goa
Himachal Pradesh
Karnataka
Rajasthan
Jammu And Kashmir
Madhya Pradesh
Orissa
Karnataka
Andhra Pradesh
Assam
Sikkim
West Bengal
Bihar
Punjab

MARKETS FOR HANDICRAFT ITEMS-

» Bishnupur – Terra cotta Work
If you are looking to buy the best of Indian handicrafts made of terra cotta, th
ere is hardly a better place than Bishnupur. Located in Bankura district, some 1
50 km from Kolkata, Bishnupur is popular for its terra cotta temples and Bankura
Horses. The red coloured Vishnu temples were built by Malla rulers in terra cot
ta because the city had no stone for construction.
Find more on Bishnupur

» Hodka – The Hub of Kutch Handicraft

Not too far from Bhuj is Hodka, an artist village located on the edge of the Ran
n of Kutch in Gujarat. Besides being an exciting place to shop for some exquisit
e Indian handicraft items, Hodka presents a wonderful opportunity for a travelle
r to get the first hand experience of village life in the Kutch region.
» Bastar – Exotic Handicrafts
Famous for its exotic handicrafts, Bastar makes for an exciting holiday destinat
ion as well as an excellent place to shop for some exquisite Indian handicraft i
tems. The tribal society of Bastar is skilled in making metal handicrafts and wo
od crafts. Bastar in particular is popular for its bell metal work or dhokara ar
t. The artifacts are crafted using the vanishing wax technique. Some of the bell
metal items that one can buy include elephants, horses and beautiful figurines
of deities.
Popular places to shop for Handicrafts in India
• Pochampally, Ikkat Work
• Pranpur, Chanderi Sarees
• Kanchipuram, Silk Sarees
• Sherpur, Block Printing
• Karaikudi, Athangudi Tiles
Arts and crafts of Orissa - Illusions of Hand
Orissa is a state where all forms of arts are given huge importance. And the qua
lity of work has earned it accolades not only in India but abroad as well. From
traditional times, Orissa has been considered a state blessed with talent for ar
ts. Right from palm leaf writing to Appliqué works, craftsmen of Orissa have per
fected it all. Many of the art works that died out with time in many parts of th
e country are still practiced in parts of Orissa. This tells us how much people
of Orissa respect their traditions and rituals. The most famous art works that h
as found huge demand in outside markets is the weaving craft. Bhubaneswar being
the center for weaving makes it easy for the tourist to have a look at the excep
tional works. Although other are forms of crafts find center in villages of Oris
sa.
Palm Leaf Writing
It is known that in ancient India, writings were done on Palm leaves. But since
the printing has started, the tradition has almost died out. But there are few p
laces in Orissa where you will still get to see people using palm leaves to jot
down their work. Many temples still use palm leaf manuscripts for reference inst
ead of religious books. The most wide use of palm leaf writing is done in horosc
opes. Almost all the horoscopes are written on palm leaves. Printing of wedding
cards is really popular among Orissa people as it is considered auspicious to ge
t important things written on Palm leaves.
Weaving Craft
Ever since the Mauryans set textile workshops here, Orissa has been an important
hub for weaving craft. There are now numerous weaving communities, which have m
ore than 3 lakh weavers. There are regular exhibitions held in Bhubaneswar displ
aying the weaving on many fabrics like cotton and silk. There is precision and c
are given to even the minutest detail that some of the works will leave you stun
ned. The quality of the products has made Orissa the major exporter of weave fab
rics.
Patachitra
Patachitra was once the paintings that were made by the temple painter to be hun
g inside the temple premises. This ritual has given rise to a new art form that
has made it big in world of art. Patachitra are paintings drawn on specially tre
ated cloths or on leaves. Now there is a different school for executing and impa
rting knowledge of Patachitra. Colors like white, yellow, blue and black are the
most widely employed. You can buy these kind of art forms from art galleries. Y
ou can also visit the villages Raghurajpur and Dandshahi which are famous for Pa
tachitra. Here you can get a first hand experience of how the whole thing is pre
pared.
Appliqué Artwork
Started as a temple art, it has become one of the most sought after artwork of O
rissa. In this art, colored pieces of cloth after being shaped into different im
ages of birds, animals, flowers and many other forms are stitched on other cloth
s that are used on wall hangings, lamps, umbrellas and other household items. In
recent times, this work has also been used on apparels and tablecloths. It is e
mployed mostly on Saris. These are then exported to all parts of the world. Pipl
i, a village near Bhubaneswar is the most known place for this art work.
You don't have to visit an exhibition or a gallery to get a glimpse into the wor
ld of arts and crafts of Orissa . Every aspect of people of Orissa has a touch o
f artistry to it. Such is the quality, variety and exquisiteness of the items th
at you will be tempted to go for each and everything. Best markets to shop for a
rts and crafts is in the capital city of Bhubaneswar
JAMMU AND KASHMIR Market-
Arts And Crafts Tourism
Papier Mache Work, Kashmir
Art and Crafts of Jammu and Kashmir - Magic without Illusions
The state of Jammu and Kashmir is famous the world over for its unique and splen
did work of art and crafts. Travel through even the remotest parts of the state
will give an insight into the world of art and craft in Jammu and Kashmir. Just
about everything that is seen in Jammu and Kashmir has some kind of art work don
e on it. The most prominent is the embroidery work on the shawls and the cloths
of Kashmiri people are very mesmerizing to be not noticed. You will also see the
 work of magic in wood works, steel wares, Papier-mache.
Textile Works
Shawls are the most famous offering of textile works from Jammu and Kashmir. The
final product is definitely impressive, but the method by which they are produc
ed is equally interesting. Even in the era of power looms, people of the state p
refer making their textiles the traditional way. The shawls are made of a specia
l wool, called the Pashmina that is extracted from the Kel goat. The shawls are
then formed in two ways. In one way the weaving is done on the loom itself and i
n other, the embroidery is done by hand after looming. The embroidery that is do
ne in J&K is called Kasida. In embroidery, use of exquisite colored threads is d
one to make designs of Chinar leaves, mythological figures or landscape designs.
J&K also have become famous for its silk quality and quantity. In fact silk pro
ducts are exported from J&K in huge amount. Main clothes that are made of silk a
re sarees, ladies suits and head coverings.
Papier Mache
Papier Mache is another form of handicraft that has brought J&K wide acclaim fro
m all regions of the world. To make Papier Mache objects, the process is very lo
ng and tedious. First the paper is soaked in water till the time it completely d
ismantles. The paper is then mashed and is mixed with an adhesive solution. The
pulp is then molded into desired shape and is dried. The outlay of the object is
now ready. Now is the time for artisans to color it and draw intricate and bril
liant designs on it. The product is now ready to hit the market. The first look
on these splendorous object itself will compel you to make them your own. There
are cheaper versions of Papier Mache as well that are made up of cardboard. Pen
boxes, table lamps, show pieces and other decorative items are few that are made
from Papier Mache.
Wood Carvings
Wood Carving industry has grown by leaps and bounds in the last few years in J&K
. In fact, wood carving industry of J&K is the most famous in entire country. Th
e Walnut wood is considered the best wood for carvings. Not only because it is r
eadily available, but even after excessive carvings, the wood retains its streng
th. The main attraction of woodcarvings is the woodwork on the ceiling of the ro
oms. The technique for this work is immensely complicated and the end product is
equally mesmerizing. This kind of woodcarving is called Khatam Band. Woodcarvin
g can also be seen on chairs, tables, jewelry boxes and on any thing and every t
hing that is made of woods.
Art and craft is something that you will see, touches every aspect of life in J&
K. Be it the clothes they wear or the homes they live in, everything in some way
or the other has crafts involved in it. Most of these things are brilliant enou
gh to be taken home as souvenirs of your travel to J&K. Lal Chowk and Badshah Ch
owk in Srinagar and Vir Marg and Hari Market is Jammu are the best places where
you can indulge in shopping.
RAJASTHAN-
Art & Craft
Antiques
They can be found in small shops in places all over Rajasthan, as well as in lar
ge handicraft stores, and are part of the landscape of the state.
Pottery
Blue Glazed Pottery famous in Jaipur was introduced to India by the Muslims and
popularised by Maharaja Ram Singh of Jaipur. The pottery is made of ground quart
z stone, fuller`s earth and sodium sulphate instead of the simple clay. Blue and
white are the traditional colours used though, more recently, yellow, pink and
green are also being used. Most pieces are hand-painted with conventional floral
patterns, figures of animals and scenes from the lives of the royal families. T
erra-cotta pottery Molela, a village to the north of Udaipur specialises in maki
ng these images. Alwar produces paper thin pottery, Bikaner is famous for painte
d pottery, tinted with lac colours, while white and red clay articles with geome
tric designs come from Pokharan.
Dhurries and Carpets
Available in a variety of sizes, the dhurrie is woven not only in Jaipur, but in
villages all over the state. In places such as Bikaner and Jaisalmer, where the
temperatures can dip alarmingly, woollen dhurries made of camel hair are very m
uch in vogue. Carpets: Initially, huge carpets were specially woven for royal re
sidences. Inspired by the Mughals, prisoners were employed at looms, a tradition
that has continued to date. Bikaner is still famous for its so-called jail carp
ets. Namdah:Another floor covering that has widespread use in Rajasthan is the n
amdah or felted rug. The namdah comes in mainly two fashions - embroidered and i
n applique work.
Fabrics
The basic fabric produced by the weaver are printed, dyed or embroidered to get
an exotic range. Each region has its own motifs and choice of colours, and each
settlement uses colours in a particular way. Printing: Block printing and batik
are two forms of printing widely applied. Sanganer, is famous world over for its
block printing. Bagru is another place famous for this art. . Barmer and Jaisal
mer are two popular centres for batik. Tie and Dye: Sikar and Jodhpur are the mo
st popular centres. Mirror work, applique and embroidery: Bikaner, Sikar, Jhunjh
unu are popular centres.
Furniture and wood carving
Rajasthan excels in the art of making `old furniture`. Doors and windows, wooden
jharokhas, tables with cast iron jaalis, side-boards, chairs, benches, jhoolas
or swings, and dressers are made to resemble the furniture that was in vogue in
havelis a hundred years ago. While Jaipur is a popular centre, Jodhpur, in parti
cular, is well known for its `old` furniture, and Ramgarh, in Shekhawati, has be
come a major centre for its manufacture. Shekhawati and Bikaner have been the tr
aditional centres for woodwork. Jodhpur and Kishangarh are especially popular fo
r painted wooden furniture. Shekhawati, Bikaner and Ramgarh specialise in making
delicately carved wooden doors. Barmer craftsmen specialise in woodcarvings. Ot
her pieces of furniture include the leather-embroidered chairs of Tilonia, and t
he carved-back, string-bottom chairs of Shekhawati. Marble tops for tables are a
lso popular, and screens are available with both painted panels and brass embell
ishments. Carving: On a more popular level, visitors will find everything from c
amels and horses to elephants and parrots that are carved and brightly painted.
Gesso work
One of the finest crafts to emerge from Bikaner, the inner hide of the camel is
used for the purpose. The hide is scraped till it is paper thin and transluscent
. It is then moulded into various forms of lamp shades, hip flasks, perfume phia
ls or vases. It is then painted over with fine gesso work using gold to lend ric
hness to the otherwise bright reds and greens used in the work.
Jewellery and Gemstones
Rajputs prefer gold - even for their feet while chunky silver articles are worn
by the tribes and other castes. Besides the handmade silver jewelry, exquisite o
rnaments are made in Jaipur and Jodhpur using emerald, diamond, pearl, garnet, a
gate and lapis lazuli. Colourfully enamelled gold and silver jewellery is also v
ery popular. Kundan, (precious stone set in gold) jewelry is a specialty of Jaip
ur. Rajasthan is one of the largest centres in the world for the hand-cutting of
gems. It is not unusual to find shops piled with onyx, cat`s eye, lapiz lazuli,
carnelian, garnets, amethysts and topaz. Even precious stones like rubies, emer
alds and diamonds are easily available. Semi-precious and precious stones at Jai
pur are also carved into figurines and statues.
Leatherware
The hides of dead animals have never been put to better use than in Rajasthan wh
ether as juttees, the embroidered footwear the people wear, or as saddles, bags
and pouches. It is even used as backs for chairs after it has been embroidered w
ith woollen motifs. Jaipur and Jodhpur are the traditional centres for jutis.
Metal crafts
In later years the art of enamelling became merely decorative and, in Rajasthan,
has been used for everything from tabletops to wall plates, flasks, and for cra
fting objets d`art. Brassware, enamelled, engraved and filigree cut work on silv
er are available in Rajasthan. Jaipur, Alwar and Jodhpur are prime centres for m
etalware.
Paintings
Miniature paintings, portrait and courtly paintings, murals, cloth and furniture
painting, mehndi or henna, domestic painting and mandana or the art of decorati
ng houses are some of these. Jaipur, Jodhpur, Nathdwara and Kishangarh are some
of the centres still engaged in this art form. Of course, there are other forms
of painting available too such as the phads or scrolls with their tales of Pabuj
i, and the pichwais with their Krishna legends. The centre for the best pichwais
is Nathdwara, near Udaipur, where the paintings are often decorated with precio
us stones.
Puppets
Inexpensive souvenirs, they recall more easily than most other things memories o
f a visit to this state of chivalrous kings and beautiful queens.
Stone carving
From Dholpur near Bharatpur to Barmer in the heart of the desert, the ch
isel of the stone mason is put to incredible use as he commands everything from
pink and red sandstone to marble, tamara and chlorite to create panels of fresco
s for buildings, large statuary, planters, figures of gods (usually in marble an
d crafted almost entirely in Jaipur), and elephants and horses as garden sculptu
re. Jaipur specialises in making white marble statues of gods and goddess
Some of the famous shops retailers and shops of handicrafts of Pune are-
Alankar Tapstray
Crafts Bridge India Private Limited
Ghandi Khadi Bhandar
Gidwani Handlooms
Ishwar Moorti Center
Janata Khadi Bhandar
Kailash Handlooms
Kashmir Art Palace
Krishna Handloom and Furaisking
Lishkara
New Kashmir Stores
Utakalika Orissa state Emporium etc.
Business Objective :
To set up a permanent market retail business for handicraft in Pune, dealing wit
h handicrafts sourced from other states in India,as Rajasthan,Orissa,J&K etc.

Business Overview :
The demand for handicraft products is on the rise in Pune as its place where peo
ple belonging to various culture and region reside. One can benefit from this op
portunity and gain handsome returns without investing much. This business needs
careful planning. The products that should be included in the product portfolio
must be carefully decided. One has to network with producer states like as Rajas
than,Orissa,J&K etc,
The products that formed the largest part of the exports were metal wares, wood
wares, hand printed textiles & scarves, embroidered and crocheted goods, zari a
nd zari goods, and imitation jewelry.
The export production of Indian handicrafts industry is highly significant due t
o:
• Low capital investment
• High ratio of value addition
• Potentially active for export and foreign exchange income
Product Service Description :
It would be ideal to have a wide variety of products in the product portfolio. S
ome popular hand-crafted products include woodwork, basketwork, wickerwork, art
metalwork, ceramics, furniture, lighting articles, toys and dolls, glassware, fe
stive craft articles, fur, feather and leather crafts, carpets, imitation jewelr
y, paper crafts, textile based crafts, worked or carved crafts, etc.
Market Opportunity

The demand detail of Indian Handicrafts in Pune are as follows:

• Shawls and Art wares have got their demands.
• Hand printed textiles and scarves have occupied a market in
• Imitation Jewelries are highly consumable as Pune being educational hub
consists of many foreign students as well.
• Wood Wares and Art Metal wares are widely popular in exclusive hotels.
• Zari and Zari goods have found markets in Pune.
• Embroidered and Crocheted Goods have occupied a huge market in some part
of city.
• Miscellaneous handicrafts have markets in U.S.A., Germany, U.K. and Fran
ce
SWOT Analysis of Handicraft market-
Strengths
Skill availability
Availability of raw material
Low capital cost / investment
Presence of government support
Work carried out from home
Desire to upgrade
Supply of short length fabrics to valued clients
Weaknesses
Low yield
Not much change in technology and design
Lack of marketing linkages
Varied level of artisans
Products of average quality
Survival on government subsidies
Absence of professionalism
Opportunities
Exclusive handwoven fabrics have good domestic
and export market
Possibility of more value addition
Dovetailing with available government schemes
Versatility in changing designs and texture with
minimum investment
Product innovation and diversification
Trust and capacity-building
Fashion fabrics for middle class and elite
Threats
Competition from powerloom and machine –made products
Moving to other occupations
Competition of similar products from other states
Marketing Strategy
Handicraft goods would be bought from markets shown above and sold them in Pune
specified shops via different ways.
Sales and Distribution Strategy
Operations Strategy
Product sourcing: States like Orissa,Rajasthan,J&K, etc. are primary centers of
handicraft supply. Artisans in these states produce these handicrafts, which are
then exported by buying agents, etc. to wholesaler importers states.Outsourcing
would be expensive for a small business,. So, it would be ideal if someone acqu
ires the required handicrafts from the direct importers who serve as distributor
s or wholesalers in Pune.
Reaching customers: In order to reach out to your customers, you need to make yo
ur promotional activities attractive, since there are large numbers of sellers d
ealing in handicrafts, and also, other niche sites. You can also list your busin
ess in various marketplace sites .
Inventory: Though the shipment of the products would be primarily coordinated wi
th the distribution center or through a third party (based on a sponsoring agree
ment), a small inventory of popular items would need to be maintained.
Risks and Challenges
• percent of the sales, so competition is tough. However, dealing in a nic
he segment like handicrafts may lessen the competition.
• Since hand crafted items can be expensive, ranging from an average of $2
00 to $300, a slump in the economy can jeopardize the demand for such products.
• Manufactured products are beginning to encroach into the demand for prod
ucts that are bought for their aesthetic and decorative value. This results in c
ompetition on the basis of cost, which would cause pricing pressure.
Tips for Success
• Focus on the variety of products.
• Effective marketing (through regular mailing of catalogs etc.) is the ke
y to customer acquisition and success.
• Deliver value through tools like discounts.