SAWANTWADI WOODEN TOYS CRAFT CLUSTER 2020
Acknowledgement We would like to extend our sincere gratitude towards the National Institute of Fashion Technology; Mumbai for presenting us with an opportunity to work on this project. We would like to extend our sincerest regards to Mr. Vinesh Tapre Sir for his valuable assistance and guidance throughout the project. This acknowledgement would be incomplete without the mention of Mr. Amit Chitari whose invaluable assistance made this project possible even in the times of a pandemic.
Preface Beneath the creases of imperfection lies the warmth of a heart, The heart that caressed a human’s existence into art. All of these objects have a story to tell, If you listen closely and well, They speak of generations, of relations and love, They speak of lives that lived above. When all of the needs and wants faint, Thus, unfurls the world of the quaint. Away from the monotony of industrialization, the mould of perfection and the cold formula of mechanization, thrives the magic of handmade. The aspiring yet impossible projection of perfection which is characterised by machine made products can sometimes seem overwhelming. At times like these we need a recluse, a realization about the nature of life. Handmade products do the same by extraordinarily showcasing the beauty of imperfection. They define the true state of being alive, which is by embracing life in the most natural, crude and simple manner. Handmade items are as close as it comes to being human.
Objectives The main objective of this research endeavor is to understand and map the evolution of Sawantwadi Wooden Toys and develop a base for a through design intervention with respect to Communication design. • Understanding the Craft • Mapping the evolution of the Craft • Uncovering opportunities for design interventions • Suggesting a design intervention
Contents 19 29 Introduction 35 Artist Interaction 47 Making Process 53 SWOT Analysis 59 Market Scenario Design Intervention
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Sawantwadi Toys INTRODUCTION Since direct visit to the area and first hand interaction was not possible due to the pandemic, we spoke with some of the artisans from the area on call. For a direct understanding of the craft, we interacted with Mr. Amit Chitari. Over conversations that ranged from culture to design to art and aesthetics to society and life, we got a clear understanding of the craft, life and everything that’s in between. 19
Craft Cluster Documentation 2020 Introduction Toys are an integral part of the architecture which show that by the Chitari community handicraft culture of India. They this art was well developed since currently. The toys are made are a timeless creation that guide a long period. Wood carving is by assembling flat shaped solid our country’s next generation to a mentioned in ‘Brihat Sanhita’ wood. Seasoned mango wood is bright future. Toys have also been as well as ‘Shilpa Shastra’. In chiseled or carved into desired an important factor in cognitive early works of Sanskrit, Pali and toy shape. The cutout pieces are development among kids and Ardhmagadhi literature, the finished on a sander, painted and hence there is a huge market for mention of wooden toys has assembled. The art of toy making them which just continues to been seen with respect to their in Sawantwadi began to flourish grow. Wooden toy making is part popularity and ancient lineage. when other communities also of every state’s art and culture in began making the toys seeing India, but only few place work is The wooden toys of Sawantwadi their commercial success and most famous and followed as a are well known all around the market demand. traditional craft from centuries. globe along with the Ganjifa cards. They are the artistic This can be traced by the mention reflections of the rich culture of wooden toys in our literary and history of Sawantwadi. The works and wood decorations in toys are mainly manufactured 20
Sawantwadi Toys History of the Craft The origin of this craft dates in 1885 with anyone colour Lac in other colours was back to 1880. The making of either red. green or black being first introduced in 1895.. wooden toys developed through commonly used. The painting Different kinds of shapes the making of hookah hubble- work was done by Chitaris. It is and designs were introduced bubbles. Sarvashri Sonawadkar, also believed that the art was by Shri Baburao Kelkar who Kalelkar and Kudalkar, Maya introduced by Chitaris before is considered a pioneer in Panchals by caste, were the only 1840. It was customary for the bringing Sawantwadi to the artisans engaged in this craft. Father in law to give the new bride notice of the commercial Shri Mhapsekar. a Vaishya by a full toy set as a gift. market by opening his own caste. and Shri Kelkar, a Brahmin During 1880-90 some display shop. The Artisans by caste. started production of distinguished European state earlier developed the toys handmade toys. His Highness, visitors visited the town and in their own homes but later the Raje Saheb. the Ruler of guided the craftsmen by giving established manufacturing the erstwhile Sawantwadi them new designs to produce. units seeing the scope of State, periodically visited the They placed orders for expensive commercial success. The manufacturing establishments wooden articles for gifting craft prospered in the 1910s and inspired the workers to purposes. The manufacturing of and it’s popularity peaked prepare different articles. As ‘songti’ began in 1890(a small during this period. desired by him, paper weights, piece used to play many games) flower pots and vases were was done on a large scale. These produced on turning lathes orders used to be shipped abroad. 21
Craft Cluster Documentation 2020 Rocking horse PRODUCTS Wooden lacing animals Wind Bullock Carts 22
Sawantwadi Toys Show pieces d chimes Fruits Vintage toy cars Note : Size of toys can be anywhere around 4” to 6” 23
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Sawantwadi Toys ABOUT SAWANTWADI Geographical can see wooden toys and wooden utensils Climate Location being sold in abundance. Most of the People of Sawantwadi, well educated & Sawantwadi has a tropical climate not Located just 100km from India’s famous Cultured, Jatras & Dashavtari Dramas are uncommon to the Western coast. There vacation destination, Sawantwadi is a very famous in region as well as all over aren't many differences between the hotspot for tourists who come to Goa Maharashtra, Due to local Language of temperatures all year round. December to as well as art enthusiasts. Sawantwadi Malvani, People of whole District are called February are the Winter months and are is a town in the Sawantwadi taluka of Malvanis Marathi is predominant spoken termed to be the best months to visit the Sindhudurg district. It is named after language although Goan Konkani and place as the temperatures can fall to 19°C the ruling family Khem- Sawants. It was malvani are understood but not spoken and rise upto 30°C.The humidity during previously known as Sundarwadi and widely. English and Hindi are also a part of these months is low resulting in cool dry later renamed to Sawantwadi in 1850. social communication in this area. weather. March to May are the summer Sawantwadi is situated on the west coast months where temperatures are as high as of Maharashtra, India, and is bounded Reaching 38°C - 40°C.During this time the heat and by the Arabian Sea to its west and the Sawantwadi humid weather makes it a non- desirable Western Ghats to its east. As a municipal place to visit. June to September are the entity, it spans an area of 132.45 km2 It is well connected with the other towns in months when this area experiences heavy (51.14 sq mi), and experiences moderate Sindhudurg district by MSRTC buses. The rainfall which becomes occasional in the to gusty winds during the day and gentle nearest airports are Kolhapur(128 km) and months of October and november. The winds at night. The main tourist attractions Dabolim (94km).It is also connected via average temperatures throughout the year include Moti Talav, Palace, Hiranyakeshi, Konkan Railway line to Mumbai and other range from 27°C to 34°C. Shilpagram as well as well as the hill cities of Maharashtra. Availability of stay station of Amboli ghat. Chitrali Gully is options ranging from homestays to hotels the shopping street of the town.Here you is abundant. 25
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Sawantwadi Toys OTHER WOODEN CRAFTS Ko n dapal l i Toys introduced during the reign of Tipu Nagina Sultan,when Persian artisans were invited Woodworks UP Kondapalli toys are renowned for the use to train the local Indian artisans in the of their special wood that adds an artistic toy making craft. Traditionally, the work Nagina is a small town in the Bijnor appeal to drawing rooms with their involved lacquering the wood of the district of Uttar Pradesh, with a rich finely created figurines.These wooden Wrightia tinctoria tree. As a result of the culture. The wood work of Nagina, Bijnor toys are made in Kondapalli of Krishna popularity of these toys, Channapatna finds a mention as far back as 1881 District, a village near Vijayawada in is now known as Gombegala Ooru when The Imperial Gazetteer of India, Andhra Pradesh. They are crafted out (Kannada for toy-town) of Karnataka. a historical reference work was first of softwood, called Tella Poniki. The published in 1881 under the rule of the artisans mainly work on producing figures Wooden toys of British Empire. “Nagina is celebrated for of mythology, birds, animals, bullock Natungram the excellent workmanship of its carved carts, rural life etc. The notable ones are ebony wares, such as walking-sticks Dasavatar and dancing dolls. Vegetable Nutangram is a small village in Burdwan, trays, boxes, which are frequently inlaid dyes are used for painting the toys which near Kolkata. The village is popularly with ivory. Large quantities of small glass are to be exported to foreign lands, while known for its wooden dolls and owl phials are blown here and exported to Oil paints are used for colouring the figurines. Following the Bhakti movement Haridwar for the pilgrims who carry toys sold within India. Enamel paints are of Bengal in the 15th and 16th centuries, Ganges water in them.” applied to the toys for protection and for a lot of the themes for the toys started Nagina, being a small town, has special occasions. being centred around mythology and continuously faced challenges regarding folklore. Lord Krishna in his many divine the transportation of their goods. As Channapatna forms became popular. a result, they started making small Toy s decorative items that could be easily carried by the artisan to sell in the cities. The Channapatna town of Karnataka is Some of the popular products found here famous for the impeccable craftsmanship are jewellery boxes, wine bottles, pen of wooden toys. The craft was first stands, photo frames, spectacle cases, keychains, etc. 27
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Sawantwadi Toys ARTIST INTERACTION Since direct visit to the area and first hand interaction was not possible due to the pandemic, we spoke with some of the artisans from the area on call. For a direct understanding of the craft, we interacted with Mr. Amit Chitari. Over conversations that ranged from culture to design to art and aesthetics to society and life, we got a clear understanding of the craft, life and everything that’s in between. 29
Craft Cluster Documentation 2020 In conversation with Mr. Amit Chitari… About the Mr. Amit along with his family members latna, etc. Given his higher education, he artisan that include his father, uncle, brother, has also created a unique style of making brother’s son and wife, looks after the the products. Their kitchenware sets are Despite a long lined descendance of business. He is one of the well settled the most popular products on the list. The family generations involved in the craft, artisans in the place given their 3 price range varies from 10 rupees per Mr Amit Chitari’s first preference was generation old establishment. They own toy to 50,000 per product (ganjifa cards). not to become a craftsman. After finishing a manufacturing unit in Kolgaon and a He also aims to export these toys in the basic school education from Sawantwadi, shop for selling the items in Sawantwadi. international market, sometime in the Mr. Amit Chitari went to JJ School of The manufacturing unit is fully decked future. For that, he is planning to create a Arts to study Fine arts for his further with the latest machines and equipment branding identity for the set up and plans education. With a dream to become an that he could buy through the Make to name it – Kamalnayan. artist he came back to Sawantwadi and in India campaign. He has advanced started teaching art in local institutions. methods of production such as the use of In a bid to But in 2010, due to his family’s constant CNC machines. He has cutting, sanding, conserve nature urge to enter the family business, he chiseling, turning machines. He is quite decided to change careers and become a satisfied with what the government has When asked if the wood used for the craftsman. done for the artisans. toys was acquired by cutting trees from the forest, Mr Amit denied. The only About the Products are manufactured according wood they use is from trees that pose business to seasonal demand. They manufacture a nuisance to the farmers living nearby. a wide range of toys from home décor to Trees that could fall down or in the middle kitchenware to kids toys. During Ganpati of the road are targeted for acquiring season they manufacture plates, polpat, 30
Sawantwadi Toys wood. No special trees from the forest the use and throw nature of plastic the problem is with the quantity of toys are cut for this purpose. toys, wooden toys are strong and can that can be produced at a time. A lot of be passed on from generations to the steps such as polishing have to be To u ri sm generations. done manually only. Since Goa is an expensive place to Problems Faced stay in, most tourists prefer to stay in Sawantwadi, creating a market for the A majority of problems faced are while wooden toys. Mr Amit recollects the huge acquiring wood. Since the wood they use crowd that had come at the beginning of is from wild trees, it isn’t fine. It is also this year, just before Corona. He doesn’t very difficult to find trees that need to even have time to cater to calls when the be cut. He said it would be a lot easier if season is in peak… the government could provide them with wood. C h i n es e Toys Another major problem is the availability of labour. Most of their employees are When asked about the competition in women and it is very difficult to find the market from Chinese toys, he said skilled women. Since the work requires a the main factor that distinguishes their lot of patience, with artisans having to sit toys from his, was durability. Away from for eight hours a day, not a lot of people are willing to take up the job. Although he has a huge market, exporting toys from Sawantwadi to Kolhapur, Mumbai, etc, 31
Craft Cluster Documentation 2020 In conversation with Mr. Anil Dhuri… After a series of eight unsuccessful Artisan He started by telling us information about calls to different artisans we grudgingly the process of making wooden toys. He dialled the last number on the contact list Mr Anil Dhuri decided to enter this told us how wood is acquired, then stored with little hope that a stimulus would be business because he had no other option. for a year before its use for production of received from the other end. To our great After leaving school education halfway, toys. This means that only a pre-decided surprise, Mr. Anil Dhuri picked up almost he had no choice but to get trained as number of toys can be manufactured immediately and told us he would call an artisan. He remembers his guru and each year. Wood is first cut from ganjara back as soon as he reached home. At 9 pm how none of the Guru’s descendants trees, then stored in a room for a year (in that night, he sincerely called us and was practice the art anymore. After working his words, “it should witness one rainy in great form to wholeheartedly answer for 2-3 rupees a day as a Karagir under and one summer season”). After that, the all of our questions! some established artisans, he decided wood is cut, shaped, chiselled into the it was time to start a unit of his own. It required shape. “Lambi” is painted over Personal Life was tough at first but over the years he it and which is followed by colouring. developed contacts and was successfully At times, they also use mount paper to Mr Anil Dhuri is an artisan with 45 years supplying products in wholesale quantity create collateral packaging, for instance of experience in his name. He lives in to Goa and Sawantwadi. The amount of if they are making a set of wooden the town with his elder son, daughter in profit he generates is little. For instance if mangoes, they make leaves with the law and wife. He has another son and a he sells a fruit set to the retailers for 800 mount paper to go with the mangoes. daughter who have relocated to different rupees, they eventually sell it for 1500 parts of Maharashtra after marriage. rupees at least. When asked why he never Product Line Therefore, the only people in his family put up a shop to sell these items on his who still diligently practice the craft own, he said he lived away from popular The main source of demand for his are him and his son, with his wife and tourist destinations. product is the Goan tradition of gifting daughter in law, occasionally helping wooden articles in marriages. “It is a them. Apart from making the wooden P r oc e s s of Toy custom to give 2 set of paats, 1 vili and toys, his family also has a side business. Making 1 set of wooden fruits to the bride and They own a local grocery store. other close relatives in a marriage”, he fondly recalls. Until this year, he would Life as an supply almost 4,000 sets in 1 year. 32
Sawantwadi Toys Covid Scenario his skilled hard work and on the other thousands of trees started getting burnt hand, he has a chance of waiting tables in and fell down. This led to an imbalance in The promising man who was going to a hotel to earn 1000 rupees per day with the amount of raw materials available and great lengths to explain each detail of free meals, would you call him a fool for continues till today. his life suddenly went numb when asked choosing the latter?” about the current situation. “In the past Chinese toys penetrating the market have 10 months, we have gone 10 years back When asked about the effectiveness also been destructive for the demand of in terms of financial status”, he sighed. of government policies, the gentleman wooden toys. “What people don’t see is Over the past few years, work had been paused and cautioned us, saying the the amount of thought and affection put great and he had saved a lot of money. In language to follow was not pretty. The into making toys for kids”. Mr Dhuri said January this year, he purchased the top government is never doing enough. A that their process of making toys for kids floor of his factory for rupees 12 lacs as few years ago a group of government is a lot more cautious and meticulous. he could finally see his business giving officials came to the area to suggest They use only the smoothest kind of good returns. To much of his dismay, the interventions. They made a documentary wood since a child will be handling it. The virus destroyed all that he had built in on these artisans while they were colours used are also natural to avoid any the past 10 years. With no tourists, no working through the course of a few days. reactions or allergies. marriages and no demand for toys, he had On their last day there, they arranged a to spend 10 months sitting hopelessly big screen with a projector to showcase In a world that is driven by instant and wondering how to survive through the documentary of these artisans and gratification and profits and the use and such times. the craft. The officials acclaimed their throw nature of things, the philosophy hard work only to add that since they of Sawantwadi’s wooden toy artisans Hardships were skilled in the beautiful craft, it was is far-fetched. In a model where the their duty to keep it alive. Mr Anil Dhuri production quantity can be decided 1 Wooden toy making is now a dying craft. said but one sentence,”The craft will only year ago in the earliest, the fickle demand It is not just the lack of raw materials that stay alive if the craftsmen stay alive”. and uncertainty in today’s world is a real is speeding up the process but the lack of stumbling block. skilled artisans that is responsible. And at Apart from financial and governmental the core of it all lies money. problems, the environment hasn’t been itself either. Five years ago, a range “If a man earns 230 rupees a day despite of mobile towers were built in the area. Because of an unknown reason, 33
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Sawantwadi Toys MAKING PROCESS In the research process, we got to know the process of making two types of wooden toys, irregular shaped like fruits and geometric shaped like bullock carts. 35
Craft Cluster Documentation 2020 2 Sizing and drying Irregular shapes : Pangara wood costing about Rs. 7,000 to Rs. 8,000 per cubic metre is bought and 1 kept in the open air for an entire monsoon season. The wet wood is left untouched for a year before the Artisans take over carving them. Then, the wood is broken into small blocks suitable for different sizes of products. If some moisture is seen on the wood, it may be left for drying. Raw Material Sawantwadi toys are made from Mango wood. Pangara wood and shivani wood. The wood has strength and durability. 3 Basic Shapes Pangara wood is carved into the required shape of the fruit by hand and is finished by sanding the shape. 36
4 Preparation of Sawantwadi Toys paste [Lep or Chikki] A special paste is made to fill in the holes of 6 the wood. This paste is made from Tamarind seeds and special clay. It is mixed as 20% tamarind and 80% clay by weight.Tamarind seeds are ground into powder and a first coating of lep is applied known as “chikki”. 5 Heating, Drying and polishing Joining of fruits These fruit shapes are now heated over a furnace so that the moisture inside it Mixture of tamarind and clay is applied and then dries and the termites, if present are killed. It is then dried and polished with put up on small sticks attached to a platform sandpaper till it is completely smooth and buff. Another coat of ‘chikki' is applied and are sun dried. Then they are sanded with with a few thin flat pieces of fabric on the surface and is again allowed to dry. sandpaper to obtain clear surfaces. The fruits that grow as bunches are joined together with nails and clay before putting them on stands for drying and painting 37
Craft Cluster Documentation 2020 7 Painting 8 After putting them on stand, these fruits are now Varnish/Lacquer/ painted. The painting is mostly done by hand by most Primer coat of the craftsmen yet some of them use the spray paint mechanism for painting. The colours used are Now the fruits finished with varnish, in place of varnish generally acrylic pigment with bright colours Earlier they could also be coated with lacquer to impart a craftsmen used natural colors extracted from fruits glossy finish. A coat of wood primer is applied on them and vegetables and now it has opted to oil based to the wood from absorbing moisture and gives shine colors as vegetable colors. Different shades of colour and luster to the final products. Women artisans are powder are well mixed with wood primer and kept also involved in this work. to settle for a while. Pieces of toys are fixed to the turning machine and painted with desired colour and kept to dry. Two colors are merged together and brushed with dry paint brush to get a smudge texture. Some toys are spray painted to save time. All the toys painted with three coats of paints for long durability. After the painting stage they are left for a little while for the paint to settle down. 38
Sawantwadi Toys 9 Packaging and Dispatch The fruits are packed in a unique way, One set of finished fruits is placed in a steel plate and covered with a polythene which is stuck at the base. In the retail chain one fruit basket moves to the next level from the Artisan’s place for a sum of Rs. 280. 39
Craft Cluster Documentation 2020 Designing Geometric shapes : Initially the design for the toys is decided and a sample of the toy is made. The 12 craftsmen make the sample piece and examine the mechanism of the toy and time Raw Material 3 taken to make one toy. If the craftsman is satisfied with design and the time taken Procurement of raw material remains the to make it, he approves to make more same for this category of raw materials otherwise not. Masterpiece of the design as well, the difference lies in the fact that is approved by the master-craftsman this method of making products is a little and is considered as reference for batch industrial in nature and the Shivani wood is production. used. Outlining and cutting The sample piece is kept on the wooden plank and outline marking is made around on the plank. The design is drawn close to each other covering the whole surface to prevent wastage of wood. The marked plank is taken for the cutting process. The pieces are cut according to the design with the hel of a thin saw blade. The parts of the toys are cut separately and then joined. At a time more than a hundred pieces are cut. Craftsmen also use plywoo sometimes. 40
Sawantwadi Toys 4 5 Paint and Lacquer Sanding Once a design is carved on the wooden block, it is then painted with lacquer. A lacquer strip of the chosen colour is All the cut pieces are further taken for the held against the rotating block of wood, and the colour is thus sanding process. The cut pieces are sanded by a applied. turning machine attached with a sand belt. This process is done to smooth the rough edges of the cut piece and give a proper shape to the toy piece.Some pieces of the toy are chiseled off the wood by fixing the wood piece to the turning machine. This process doesn’t contain any marking of the design. Craftsmen directly chisel the wood into desired shape and smooth the d rough edges with the help of a sand paper. lp od 41
Craft Cluster Documentation 2020 7 6 Polishing Assembling It is then smoothed and polished with the help The painted articles are assembled together in one of dried Kewda leaf, giving the shine to the piece of toy. The different parts of the toys are joined product. A modern method is to paint polished and assembled together. The parts are nailed with wooden toys with oil paints and watercolors. each other with the help of small iron nails. Fixing of toys is done manually. This process is done by 42 experienced craftsmen as they have to assemble the pieces and the mechanical parts of the toy. Some toys are fixed with plastic wheels and other such accessories to the toys. It takes at least two to three days to finish a medium sized toy and fifteen to twenty days to complete 100 pieces of such toys. All the steps are done manually except sanding and drilling.
Sawantwadi Toys 8 Packaging and Dispatch The products are packed in polythene bags in single units or in doublets depending on the type of products 43
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Sawantwadi Toys TOOLS AND MATERIALS USED • Wrenches • Planar saw • Hammers • Circular File • Fret Saw • Square file • Circular Saw • Rectangular file • Raapi • Hack saw • Compass • Chisel • Sheet Cutter • Punch • Scissors • Dried Kewda leaf • Right angle • Lacquer strips of • Drilling Machine • Woodmark lep various colours 45
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Sawantwadi Toys S W OT AN ALY S IS 47
Craft Cluster Documentation 2020 Weakness Strength 1. Availability of raw material: Pangara tree, whose timber is used for making wooden toys are no 1. The wood required to produce toys is available in longer available locally due to indiscriminate and the surrounding area. unsustainable extraction. They are now brought in from 2. Lightweight products neighboring states making it nearly impossible for 3. Specialty in wooden fruit making which resembles selfemployed artisans to afford them. So artisans started like actual one. using the other woods like shisham, kala kuda, Hed, 4. Sustainable products, less chances of breakage Shivani that is not as soft as Pangara tree wood. 5. Not restricted to any particular community 6. Product is not perishable and can last for many 2. Quality issue: There are holes in the wood which years. are created by Termites, this termites need to be 7. Huge demand during the festival seasons like removed before coloring the product, but this is not Ganapati, Diwali, and Christmas etc. followed by artisans properly leads to visibility of holes 8.Popular wooden fruit toys which resemble real fruits after some period. 9.High quality skill set 3. Seasonal market: Most of the sale happens 48 during the Ganapati festival, where fruits are used for decoration purpose and for rest of the period the market becomes lull. 4. More time for seasoning of wood: Craftsmen have to purchase the whole tree (around Rs 3000/-) and keep it in stock for seasoning atleast for 1 year. This is required for making the wood lighter and soft. So the artisan’s money is blocked for that period. 5. Threat from products of other region like Kerala, Madras and even China: There are many wooden articles present in the market, which are not from the Sawantwadi. These articles form the major part of the
Sawantwadi Toys total sales, hence has more visibility in the market than 11. No uniformity in pricing: The products are sold by the traditional product. different retailers at different prices leading to confusion 6. No marketing: The marketing and promotion for 12. Low margin for small artisans: The return on this craft is not done properly. No brand building activity investment by artisans is very low, hence most of the is carried out for more reach of products. retailers becomes traders now sourcing the product from different factories and leaving their traditional business 7. Limited market but loss of sales: The market for of manufacturing. these craft is mostly limited to surrounding area and very few products are sent to other regions whish are primarily 13. No checking of quality: To increase the production dominated by wood crafts from Kerala and Chennai. rate, mostly unseasoned wood is used, which has Still there is huge demand in the local market and as presence of termites. No quality parameters are in place number of craftsmen are less, they are not able to take to control that. a fresh order repeatedly, and there is no time for the new product development and product diversification. 14. Load shedding: As some of the processes require machine work, load shedding leads to loss of 8. Technology used: The machines used in cutting production. and lathe machines are not of high standard. Most of the times, artisans assemble these machines by joining 15. Not all craftsmen go through the quality check parts from other types of machines. But arrangement for the materials needed which can lead to further cannot give requisite output and efficiency. product 9. No support from financial institutions for loans to 16. There is no uniform prices for the products as purchase high-end machines. there are different crafts men selling it in different Diagnostic Study Report on Wooden Toys of Sawantwadi, shops 2015 25 17. The style and producs have been similar since a 10. Competitive in market: As the toys from China are very long time there is no new designs of better finishing and available at very cheap rate, the implemented. demand for the local product is low. 49
Craft Cluster Documentation 2020 6.Formation of Association will increase the bargaining power of Artisans. Opportunities 7.Paste to reduce the impact of termites some anti 1. Many corporates distributes gifts to its employees microbial ingredient like neem extract can be used while and other stakeholders on the occasion Diwali, preparing the paste Christmas etc. Artisans can produce variety of goods that can be distributed as gifts. This will improve the profit 8. E-Commerce can help boost the sale as well as of artisans manifold. their identity and could open a huge platform for these craftsmen. 2. The toys market has huge potential to row; specifically toys used in education. Many schools use 9. Wooden toys are anyday better than plastic toys various toys to help children understand the concept and can help lessen the production of plastic toys. nicely. A tie up with schools will ensure constant order to manufactures. 10.Collaborative work can make products more similar and available in bulk quantities. 3. An association of artisans can be formed, which can purchase the wood in bulk and store it for 11 .Exploration in design and materials might bring seasoning. Bulk purchase of wood by group of artisans out something new in this and could help creating will reduce the raw material prices and remove the interest amongst people unnecessary burden on the artisans. 4. As number of artisans are not more in this cluster and they are reducing day-by-day, new schemes and incentives should be devised by the association to attract new artisans in this cluster. 5. There is a huge sales potential in the export market. 50
Threats Sawantwadi Toys 1. Regulation on the tree cutting can lead to 51 increase in prices of wood 2. More import from Chinese toys will be a real threat to domestic market; also there is stiff competition from plastic toys manufactures, which are comparatively cheaper. 3. The new generation is moving away from craft and the traditional fruit making art is on the verge of extinction. 4. People prefer buying products online now rather than in physical outlets. 5. physical toys are losing sales as children these days are more into technology 6.Increase in orders can lead to chopping of more trees, as the logs have to go through a selection phase and if they dont meet the needed requirements they might not be used and get wasted. 7. Not having a proper dimensions can create assimilarities between products.
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Sawantwadi Toys MARKET SCENARIO Talking to the artisans we learned a lot about the toy market of Sawantwadi and its national and international reach. The artisans also told us about the effect of government schemes on the demand and promotion of the product. 53
Craft Cluster Documentation 2020 Market Scenario Government named Dastkar Shashktikaran Yojna, Schemes the programme enables community All major craftsmen have their own outlets empowerment for mobilisation of that have been there for decades. The At present, the office of Development artisans into self-help groups and survival of the craft is mainly dependent on Commissioner (Handicraft) is implementing societies. the tourists who visit the traditional market the following seven schemes for promotion of Sawantwadi. The tourist season spans and development of handicraft sector: • Post this, the implementing agency will over from Diwali and goes on well into New prepare a diagnostic study report (DSR) Year. But recently there has been a drastic (i) Baba Saheb Hastshilp Vikas Yojana for proposing further interventions in drop in tourist visitations. One such big case (ii) Design and Technology Up-gradation the cluster. The implementing agency was in 2016 during the demonetisation, (iii) Marketing Support and Services will be responsible for overall project where the craft suffered a big loss by lack of (iv) Research and development management and implementation of tourists and cash crunch. (v) Human and Resource Development various interventions with a view to In recent years they have started various (vi) Handicrafts Artisans Comprehensive facilitate bulk production and sourcing of other modes such as online shopping to Welfare Scheme Background goods. export their products in bulk. Currently (vii) Infrastructure and Technology these outlets have a mixture of both Development Scheme • Towards this end, apart from other sawantwadi toys and chinese toys,which things, implementing agency will appoint leads to the focus going on Chinese toys Main objectives of the schemes: a cluster manager. Under the design as they are more advanced. Some Chinese • Promoting premium handicrafts and technology upgradation subsection, products are falsely labelled as Sawantwadi a 25-day workshop is conducted products and sold. products for the niche market. where the objective is to develop Chinese products are distinctly different in • Expansion of production base for utility new prototypes to suit the tastes and design and durability from Sawantwadi toys preferences of contemporary markets, and are easily noticed but for the sake of based, life style and mass production using the traditional skill of artisans and commercialization craftsmen keep chinese handicrafts products. introduction of new techniques and toys along for sale purposes. • Preservation and protection of heritage/ technologies for enhanced production. languishing crafts. • Support is provided in the form of Ambedkar Hastshilp Vikas Yojna (AHVY) • Under a subsection of this scheme 54
Sawantwadi Toys an integrated design and technology • The mega clusters will be taken up for interventions for domestic marketing development project, assistance to development through the Handicrafts events to artisans, such as providing exporters and entrepreneurs for design Mega Cluster Mission (HMCM) or financial assistance for organising or prototypes, and commercial market through Central/State corporations participating in marketing events in India. intelligence. as and when announced in the Union Budget, or as per requirements, and as • Assistance is also provided for hiring • Support in : per the diagnostic report prepared. A built-up space in events organised - Human resource development maximum of three percent of the project by other institutions. Besides this, - Infrastructure and technology support cost shall be earmarked for establishing craft awareness and demonstration - Healthcare baseline data or reports against which programmes are also conducted. - Issue of ID cards to the artisans performance can be compared at - Supply of improved modern tools the end of the project. The total fund • Financial assistance is provided for - Training seminars requirement will be as per the report. organising or participating in marketing - Marketing events abroad, market studies, craft - Exposure tours • The maximum duration of the project exposure programmes, cultural - Loans is four years. The report shall be exchange programmes, etc. There is considered and approved by the Project also assistance provided for compliance, Mega Cluster Scheme Approval and Monitoring Committee social, and welfare needs for artisans. (PAMC). The PAMC shall accord further • The programme follows a mega approvals only after the comprehensive • The marketing and support services cluster-based approach in scaling up reports are in place. The implementation component helps conduct domestic infrastructural and production chains at of the various projects should also be buyer-seller meets which provide handicraft centres which have remained reviewed periodically by the PAMC. linkages to local artisans to showcase unorganised and have not kept up with their products to major buyers of India, modernisation and other developments. Marketing support and services thus ensuring integrated and inclusive scheme development of Indian handicrafts. • The objectives include generating employment and improving living • This part of the programme provides • Buyer-seller meets, workshops standards for existing artisans. seminars, etc are also occasionally 55
Craft Cluster Documentation 2020 organised abroad. Another component (HRD) Scheme has been formulated to is publicity and brand promotion, which provide qualified and trained workforce highlights Indian handicrafts in print and to the handicraft sector. This workforce electronic media, and on the web. shall contribute to a strong production base leading to production of high Research and development scheme quality products that cater to present day market requirements. • The schemes formulated are based on evaluation and research conducted from • This scheme also aims to create human time to time by a governmental, in-house capital for the sector in terms of trained research and development team. cadre of designers for the handicrafts by providing relevant inputs through its • The initiative was introduced to generate components feedback on economic, social, aesthetic, and promotional aspects of various • There is also a provision made for crafts and artisans in the sector. the imparting soft skill considered necessary for the artisans to enable • Surveys and studies are conducted them to undertake their own business on specific crafts on which enough successfully. information is not easily available, on problems related to availability of raw • The scheme has the following five materials, technology, and more. components: 1. Training through established • Research is also conducted into institutions measures for financial Assistance for 2. Handicrafts training program preparation of legal, paralegal, standards, 3. Training through Guru Shishya audits and other documentation leading Parampara to labelling and certification for artisans’ 4. Training of the trainers products, and more. 5. Design mentorship and apprentice program The Human Resource Development • The Human Resource Development 56
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