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Craft Marketing & RNFS

Craft Marketing & RNFS . Xavier Institute of Management, Bhubaneswar . Craft Marketing . Part of our cultural heritage . Craft Marketing – Issues . Artisan mode of production Vs industrial mode of production “Marketing Myopia” Utility Vs decorative value Access to markets.

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Craft Marketing & RNFS

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  1. Craft Marketing & RNFS Xavier Institute of Management, Bhubaneswar

  2. Craft Marketing • Part of our cultural heritage

  3. Craft Marketing – Issues • Artisan mode of production Vs industrial mode of production • “Marketing Myopia” • Utility Vs decorative value • Access to markets Stakeholders need to adapt to the emerging market realities

  4. 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 Interventions strong as the weakest link in the chain

  5. 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

  6. Fabindia • To become “ the world’s 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 Innovation, speed vital for sustained profitability

  7. 4Ps at Fabindia

  8. Khumbham • Aruvacode a small village near Nilambur in North Kerala • A village consisting of potters • Competition from substitutes & loss of dignity Firing the imagination of potters for new product ideas Mr. K B Jinan - Key Facilitator & Product Champion

  9. How have potters responded? Terracotta Pillars Furniture

  10. Continued Terracotta Tiles Terracotta Dinner Set

  11. Continued Terracotta Journal Holder

  12. Learnings from Khumbham • A market led product development process • Overcoming marketing myopia • Creating a wide – product range • Importance of key protagonists • Terracotta- finding a place in everyday reality • Crafts need to be never changing ever evolving • Similar experiments by RUDA in Rajasthan

  13. Close of Session Thank You

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