Promoting Indigenous Handicrafts of Jharkhand
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Business Plan for Palash - Tribal artwork of Sabar Tribe (In association with SIGMA and Government of Jharkhand)
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Promoting Indigenous Handicrafts of Jharkhand
- 2. The Team The PortfolioVision and Mission The Market Why Palaash PALAASH THE SHEER VARIETY Unique, exquisite, handmade and eco-friendly handicraft products using a combination of Kanshi grass, Palm leaves and Bamboo HIGH MARGINS TALENTED & MOTIVATED The indigenous tribal art is taken to the next level by the collaborations to create a sustained differentiation TRAINING & SKILL DEVELOPMENT Extremely cost effective, good quality products guaranteed to be 5-25 % cheaper than similar quality products. The procurement also occurs under expert supervision to ensure product quality SUSTAINED GOVERNMENT SUPPORT Project led and mentored by Suchitra Sinha, IAS in collaboration with Government of Jharkhand UMBRELLA NGO INVOLVEMENT Day to Day operations are also aided by Ambalika, a NGO dedicated to helping indigenous primitive tribes
- 3. The SABAR TRIBE INDUSTRY ATTRACTIVENESS •There is large product variety and range •It has strong, diversified and supportive retail infrastructure. •Cheap labor rates that result to competitive price. •Low capital investment. •There is flexible production flexibility •Easy creation and development of production centers without big investments (easy scale up) •HIGH MARGINS •Government support BRAND ATTRACTIVENESS •Major revamp in marketing activities via XLRI Jamshedpur •Strong brand activation across B-Schools through the Campus Ambassador program •Support of Jharkhand Government, tribal affairs •Design training from National Institute of fashion technology (NIFT) •Influencers lined up, upcoming e-commerce launch •Kanshi grass, Palm leaves and Bamboo based eco friendly products The Team The PortfolioVision and Mission The Market Why Palaash TRIBE ETTIQUETES: • About 150 -200 workers employed from the tribe • The tribe receives design tips and training from NIFT graduated designers • The tribe makes trips to handicrafts fairs in Delhi and Kolkata • The sales also across happen through the ambalika website
- 4. The Team The PortfolioThe MarketWhy Palaash Vision and Mission OUR VISION • Create a sustainable line of unique, exquisite, handmade and eco-friendly handicraft products using a combination of Kanshi grass, Palm leaves and Bamboo • Providing a solid stream of revenue and skill development for the talented people of the Sabar tribe using talented designers and structured support • Build a strong business model ensuring high margins for the tribe • Open new online and offline channels for selling for the Sabar Tribe artwork • Look for sustained collaborations and partnerships to help indigenous tribes OUR MISSION • Provide training to the Primitive Tribes in the area of Design and Development of their traditional products to increase the commercial viability and marketing appeal of their products • Provide the necessary technology and training to increase their productivity and efficiency to meet orders in a time bound manner without compromising on the quality. • Serve as a platform for marketing by procuring orders from various organisations-both government & private, from India & abroad. The revenues minus the cost incurred is re-invested for the welfare of the PTGs.
- 5. Vision and Mission The PortfolioThe MarketWhy Palaash The Team MANUFACTURINGDESIGN SELLING & DISTRIBUTION SABAR TRIBE 150 – 200 size DESIGNERS FROM NIFT AMBALIKA (NGO) GOVERNMENT OF JHARKHAND (TRIBAL AFFAIRS) MARKETING XLRI JAMSHEDPUR OFFLINE MARKETING 6 members ONLINE MARKETING 6 members TRAINING & DEVELOPMENT XLRI JAMSHEDPUR HR Students 6 members NIFT, AMBALIKA SELLING, MARKETING DESIGN & MANUFACTURING LED BY: SUCHITRA SINHA - IAS
- 6. The Team Indulgence in Purchase Frequencyof purchase High E.g.. Furniture purchases Low High Low E.g.. Utility Socialite InvolvedTraditional • Mostly given as gifts, on different occasions e.g.. House opening ceremony • Occasion/Event driven. Buy at gifting shops like archives or store purchases done at fairs • Premium customers, • Utilise the handicrafts a part of their house interiors . • Feel proud about possessing these unique products. • Buying at auctions, high end furniture showrooms • Mostly women (mothers), • Bought for household use • Purchase on occasional trips to fairs and exhibitions • Young women & men in the age group of 18-30 • Frequently change their accessories and simple household decoration • A self purchase activity. • Purchases at a ladies corners / retail outlets/online SEGMENTATION & TARGETTING Vision and Mission The PortfolioWhy Palaash The Market Handicraft exports from India increased by 13.5% year-on- year Woodware increae by 9.52% CAGR over last 3 year Jharkhand leads in Bamboo based Handicraft exports Emerging 40.73% 10.00%9% 6% 34.2700% % of Exports woodware USA Germany UK UAE others Challenges • Globalization reducing exports to certain countries • Certifications required for exports • Internal inter state trade regulations • Fragmented demand (extremely personalized) • Competition from the unorganized sector • Alternative arts and decorative • Lack of concrete market data
- 7. The TeamVision and Mission The MarketWhy Palaash Indulgence in Purchase Frequencyof purchase Low High Low E.g.. Utility Socialite Involved Emerging Traditional • Coasters • Table mats • Containers and bins • Cushion covers • Cups • Bags • Fruit baskets • Lighting baskets • Decorative light hangings • Wall hangings • File Folder • Pen stands • Containers and bins • Cushion covers • Cups • Bags • Tiffin Box • Lighting baskets • Decorative light hangings • Artistic Wall hangings • Chairs • Lamps • Vases • Small Tables • Wall clocks • Artistic wall hangings • Dining table containers • Vases • Cups High E.g.. Furniture purchases • Currently the tribe makes 100 different kind of Products (Including different SKUs) • The Products have been studied carefully and have been categorised into 24 categories which can be further categorised. The Portfolio PROJECTIONS 0 100000 200000 300000 400000 500000 600000 700000 800000 2016 2017 2018 Revenue(INR) Projections Offline Online B2B launch 1 online market place Mass media advertising, influencers 3 online market places
- 8. The MarketThe Team The PortfolioVision and Mission Home Décor Ranchi Jamshedpur Home Décor JHD Home Décor Sonari Aavaran Decora Kalimati Road Sakchi Kraft Furnishing Handicraft Ranchi Jamshedpur Kashmiri Handicraft Store Local gift shops Local Stores in Upper Bazaar Government Stores Ranchi Jamshedpur Khadi Gramodyog Bhandar same Jharcraft stores Festivals and Expos Ranchi Jamshedpur Khadi mela in Mohrabadi Expos in gopal maidan Trade Expos in jaypal WHERE WE SELL Rukmini - http://trumatter.in/ Best art and craft blog in India Reach: 2500 Shruti Singh - https://www.facebook.com/Th eEastCoastDesi Featured on Indian Express Reach: 15000 Bhavana- http://www.anindiansummer.in Multiple platform celebrity Reach: 17000 INFLUENCERS – LINED UP Indulgence in Purchase Frequency of purchase Low High Low E.g.. Utility Socialite Involved Emerging Traditional • Home decors • Gift Shops • Ladies Corners • Sweet Shops • Handicraft stores High E.g.. Furniture purchases • Government Stores • Ladies Corner • Handicraft Stores • Festivals and Expos • Premium Fruit stalls • Books and Stationary Shops • Government Stores • Handicraft Stores • Festivals and Expos • Home Decors • Kitchenware Shops • Gift Shops • Restaurants WHERE NEXT The Customers
- 9. The PortfolioThe Market The CustomersThe Team Risks &Contingencies INJURY RISKS Since the handicraft business is not enough to sustain livelihood, most workers have allied jobs of farming, carpentry, poultry etc. involving huge amount of manual labor. Lots of workers sustain injuries on such jobs affecting their concentration and productivity ATTRITION RISKS Most of the workers are driven by immediate cash rewards. A lack of marketing effort till now has seen fluctuating demand. This causes the workers to leave the handicrafts field to concentrate on other short term cash generating avenues. RISKS TECHNOLOGY RISKS CULTURAL RISKS Most of these workers are technology averse. Technology adoption to ramp up scale might involve time and money. Scaling will require larger amount labor as compared to other industries. The tribe sometimes is apprehensive about involvement of strangers. This might cause some barriers in training and development. Relationship building is required before actually undertaking any task. INCREASED COMMUNITY INVOLVEMENT FREQUENT VISITS FOR RELATIONSHIP BUILDINGSTEADY INCREMENTAL TRAINING OVERTIME BASED INCENTIVES GOVERNMENT SUPPORT NGO SUPPORT XLRI SUPPORT NIFT SUPPORT
- 10. THANK YOU