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SWOT Strengths Weaknesses 1. Creativity and Personalization: Hand knitting allows 1. Time-Intensive: Hand knitting can be a time-consuming for endless creativity and the ability to create unique craft, particularly for complex or large-scale projects. It and customized items. Knitters can choose their own requires patience and dedication, which may be a challenge yarn, colors, stitch patterns, and designs, resulting in for individuals seeking quick results or with limited time. one-of-a-kind creations. 2. Cheaper alternatives : hand knitting, being labor inten- 2. Sustainable: Knitting is a sustainable craft. It is sive and requiring a lot of time to create, has higher making produced ethically and in accordance to demand. cost in comparison to machine knit garments. People often Sustainable fashion is in high demand as consumers neglect the quality and buy cheaper machine knits. increasingly prioritize eco-friendly and ethical practic- es. It meets the needs of conscious shoppers who seek environmentally responsible clothing, fair labor practic- es, and reduced environmental impact. This demand is driven by a growing awareness of the fashion industry’s impact on the planet and society. 52 Craft Research Document, 2023
Opportunities Threats 1. Growing Interest and Community: In recent years, 1. Competition from Mass-Produced Goods: Hand-knit hand knitting has seen a resurgence in popularity, items compete with mass-produced, machine-made with a new generation of crafters embracing its cre- goods, which are frequently more affordable and readily ative and meditative aspects. This trend has resulted available. Some customers may value convenience and in the creation of online communities, local knitting price over the unique and handmade aspect. groups, and knitting events, allowing knitters to connect, share ideas, and learn from one another. 2. Shifting Consumer Preferences: Fashion trends and consumer preferences can change, affecting demand for 2. Online Platforms and E-commerce: With the rise specific knitting styles or products. Knitters must stay of online platforms and e-commerce, knitters now current and adapt to changing market demands. have new avenues to sell their handmade products and reach a larger customer base. Platforms such as Etsy and social media can assist them in showcasing their work and connecting with potential buyers. Department of Fashion Technology, Kangra 53
Pestle Analysis Political factors: Government Policies: Government arts and crafts regulations and policies can have an impact on the knitting industry. Knitting as a craft can benefit from supportive policies, financing, and initiatives that promote handicrafts. Economical factors: Economic Stability: A region’s or country’s overall economic conditions can influence consumer interest in knitted products. In times of financial downturn, consumers may prioritise necessities over luxury or handcrafted items. Material Costs: Changes in the price of knitting materials such as yarn and needles can have an impact on the financial viability of knitting as a craft. A shift in demand and supply, imports and exports duties, as well as availability of raw materials can all have an impact on manufac- turing costs. Socioculture factors: Changing Consumer Preferences: The fashion industry patterns, lifestyle choices, and changes in culture can all have an impact on knitted item demand. Knitting as a craft has to adapt to evolving consumer tastes and cater to modern designs and styles. Craft Appreciation: A positive environment for knitting can be created by social recognition of and value given to handmade and artisanal products. De- mand for knitted items may be driven by an increasing interest in sustainability, uniqueness, and supporting local artisans. 54 Craft Research Document, 2023
Technological factors: Digital Platforms and Online Marketplaces: With the introduction of e-commerce platforms and online marketplaces, the reach of knitted products has grown. Knitters can use technological advances to market their creations, reach more customers and sell their products around the world. Legal factors: Knitting designs and patterns have the potential to be protected by intellectual property laws. Copyright and trademark laws protect knitters’ original designs and prevent unauthorised use or reproduction. Environmental Aspects: Sustainability and Eco-Friendly Materials: There is an increasing need for eco-friendly and sustainable products. Knitters can help the environment by using organic, natural, or recycled yarns, minimising waste, and encouraging sustainable production methods. It is essential to understand that the effect of these factors varies depending on the area, markets and target audience. To remain viable and competitive within the market, knitters and businesses must constantly evaluate and adapt to all of these factors. Department of Fashion Technology, Kangra 55
Artisan Database Master Artisan Name : Indra Devi Age : 74 Skills : knitting Dadi learnt this craft from her mother. And now that she is a great grandmother, she wishes to pass on her learning to her next generation. She is very active in workshops and teaches a lot of people, being the eldest and most experienced. 56 Craft Research Document, 2023
Other Skilled Artisans Name : Gehri Devi Age : 69 Skills : knitting and weaving Aunty had been a part of the community for very long. By seeing these beautiful ladies knit amazing products, her affection towards this craft grew and started learning the craft. She is now an expert in the craft. Name : Devkala Age : 46 Skills : knitting Devkala aunty told us that she learned knitting from her mother. She immediately knew she would love learning it. She is very passionate about her work. Department of Fashion Technology, Kangra 57
Name : Sita Age : 35 Skill : knitting and crochet Sita aunty told us that she started knitting and crochet for an extra source of income for her family. As time passed she started enjoying and loving the craft. She is a keen learner and loves to experiment with differ- ent patterns and designs. Name : Begma Age : 44 Skills : knitting and crochet Begma aunty told us when she started knit- ting, her life took on a whole new meaning. She found joy in creating knitting and cro- chet products that expressed her emotions and thoughts. 58 Craft Research Document, 2023
Contributors Apoorva Dahiya Ishita Sharma Astha Dhiman Rinku Jangra Sailee Pawar Sanskar Koli Department of Fashion Technology, Kangra 59
Conclusion Kullu artisans were known for their expertise in crochet and knitting, creating beautiful and intricate designs using these traditional techniques. It plays an essential role in the region’s cultural heritage and livelihoods. Crochet and knitting are highly valued skills passed down through generations, creating unique and intricate products like shawls, scarves, and other clothing items. Crochet and Knitting serves as a means of sustenance for many families and represents a unique identity for the community. However, to ensure its sustainability and growth, addressing the challenges faced by artisans is essential. These crafts contribute to the local economy and are cherished by both residents and tourists for their craftsmanship and artistic beauty. Kullu artisans have extreme potential. The craft cluster visit helped us understand the life of artisans and experience the astonishing valley of kullu. It helped us better understand the craft of knitting. The promotion of the knit- ting craft cluster can be achieved through collaborations with design institutes, government support in terms of financial aid and infrastructure development, and integration with online marketplaces to reach a broader consumer base. Fur- thermore, emphasis on skill development and training will enable artisans to adapt to changing market demands while preserving their artistic integrity. 60 Craft Research Document, 2023
Learnings Rich Cultural Heritage: Knitting in Kullu has a deep-rooted cultural significance, with traditional patterns and tech- niques being passed down through generations. The craft cluster serves as a repository of cultural knowledge and plays a crucial role in preserving the local heritage. Economic Impact: The knitting craft cluster significantly contributes to the local economy by generating employment opportunities for artisans, especially women, who are active participants in the industry. It serves as a vital source of income for many families in the region. Market Demand and Potential: The study revealed a growing demand for hand-knitted products in both domestic and international markets. Kullu’s unique knitting styles have gained popularity among tourists and urban consumers seek- ing authentic and sustainable products. Challenges: Despite its potential, the knitting craft cluster faces several challenges. These include the competition from mass-produced, cheaper products, limited access to markets and technology, and the struggle to attract younger genera- tions to take up traditional knitting as a livelihood. Skill Development and Training: There is a need for skill development and training programs to empower artisans with contemporary designs, marketing strategies, and technology integration. Capacity-building initiatives can help improve product quality and cater to evolving consumer preferences. Infrastructure and Access to Finance: The knitting craft cluster requires better infrastructure facilities, such as design studios, training centers, and raw material supply chains, to enhance productivity and competitiveness. Access to finance is also crucial for artisans to invest in their businesses and expand their market reach. Department of Fashion Technology, Kangra 61
Problems & Solutions Problem 1- Craftspeople may find it difficult to reach a wider audience, which can have an effect on their sales and income? Solution- Establishing partnerships with local or international retailers and e-commerce platforms to increase market reach. Problem 2- The rise of modern machinery and technology might create challenges for traditional artisans who rely on manual tech- niques? Solution- Providing workshops and training sessions to enhance the skills of artisans and keep the craft relevant. Problem 3- The artisan’s income and stability may be impacted by seasonal changes in the demand for knitted products? Solution- Implementing strict quality control measures to ensure consistent product quality and customer satisfaction. Problem 4- The craft must be preserved by employing expert craftspeople and teaching newer generations how to use traditional methods. Solution- Advocating for government assistance, such as grants or subsidies, to make it easier for people to obtain better tools and technologies. Problem 5- Difficulty in sourcing high-quality yarns and materials can affect the overall quality and appeal of their knitted products. Solutions- Artisans can collaborate to promote their products collectively and create a more significant impact in the market. 62 Craft Research Document, 2023
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