The handicraft industry provides a livelihood for more than six million artisans including a huge share of women workers. People from the weaker sections of the society too get employed in this industry. SANGEETA YADAV speaks with e-commerce players to bring you a report
The craft industry generates employment for more than 65 lakh weavers and workers. There are around 6.5 million artisans in India and the Indian handicraft industry is close to Rs 30,000 crore growing at 5 per cent annually.
According to Monica Gupta, co-founder, www.craftsvilla.com, the Indian handicraft industry provides a livelihood for more than six million artisans including a big share of women artisans, and people from the weaker sections of the society. “The industry is highly labor intensive and cottage based. It’s more widespread in the rural and urban areas. Numerous artisans are engaged in craftwork on a part-time basis, making diverse crafts from pottery to baskets, stone ware, glass ware, hand made paper products and other utility items made of locally available material,” Monica says.
The industry isn’t limited to rural areas and towns but has also spread its wings to foreign countries through e-commerce platforms. One of the online platforms which promotes this industry online is Handsofindia.com which was started by siblings Malyada Govardhan and Ramya Rangacharya in 2003. They are now selling goods worth Rs 2.5 lakh per month. “In 2003, we started handsofindia with five people and when we registered our organisation in 2005, we had more than 35 people. Now our artisans are from various parts of villages in Uttar Pradesh, Kashmir and other places.”
“We majorly deal in apparels and we prefer to call ourself a design led enterprise as the whole idea is to invest in design and give out quality work. Our aim is to create new art forms. It’s been one year that we started the online platform and we are doing great. Apart from conducting training workshops in Vrindavan for the unskilled and skilled artisans, we have exhibitions also in Chennai, Bangalore and Delhi,” Malyada says.
Craftsvilla.com is another platform which is promoting the local Indian artisans’s exquisite work in India and abroad. “Craftsvilla.com is a online platform which enables e-commerce for artisans and designers. We don’t employ them to manufacture products. Our sellers are from across India and they sell from their home through the Internet,” Monica tells you.
launched in January 2011, craftsvilla.com is now planning to expand offline through pan India franchisee network to increase the reach of their buyers. “By Pan India Franchisee Network, craftsvilla will be able to help 5,000 plus sellers to tap into customers who are not yet online but are looking for a vast collection and variety of Indian products like jewellery, sarees, salwar suits, handicrafts etc.
“We’re planning to open 50 plus franchise stores in India in the next 12 to 18 months. Through this, we’ll be able to tap into tier-2 and tier-3 cities and towns,” Manoj Gupta, CEO of craftsvilla.com, says.
In April 2013, the Odisha Government established 10 handloom and 10 handicraft clusters to generate large-scale employment. These clusters will help weavers and artisans in enhancing capacity building, skill upgradation and by extending training, raw material and market support. These clusters are expected to create over 10 million self-employment opportunities each for handloom weavers and handicraft artisans.
“The opportunities galore in the handloom and artisan industry since India has a large product variety and range is available because of diversified culture. There’s a rise in the demand for handicraft products in foreign countries as well. Even the fashion industry and retail industry look for handicraft products. E-commerce is emerging as promissory distribution channels to market and sell craft products. Many players have come up with their start-ups to skilled manpower base. Since this industry requires low capital investment, high ratio of value addition, and offers big returns from export and foreign exchange earnings,” Malyada explains.
JOB PROFIlES
“India is recognised for its handicraft works like gharchola, patola and mirror work from Gujarat, pashmina from Kashmir, block prints and bandhini from Rajasthan, chikankari and brocade from Uttar Pradesh, pochampalli from Andhra Pradesh, kanjivaram from Tamil Nadu and lamdani and kantha from West Bengal. Artisans also work in jewellery and accessory manufacturing, making statues of gods and goddesses, pottery, decorations, show designing etc. So there’s a lot of job perspective,” Monica tells you.
CHAllENGES
Unorganised sector
“Indian handicraft sector remains highly unorganised with the domestic market lacking adequate visibility. There is a good scope for leading industry players to invest and expand in this segment and gain by catering to the world demand and also by generating local demand through awareness generation among domestic customers,” Monica explains.
Awareness and market research
Major part of crafts industry is dominated by small and medium scale enterprises. To deliver quality products and match the demand and supply, there is need of greater technological support and innovativeness in industry. “Our artisans and craftsman are very talented but they put their efforts in a wrong place. They are not aware about the latest demand in India and abroad, fashion trends and the latest technology which can make their work much easier and more creative. Thus, a lot of market research and awareness about the handcraft is needed,” Monica adds.
Public-private partnership
“Even though there are specific departments in the Indian Government for promotion of Indian handicrafts, they do little to promote the industry. This industry is in a nascent stage although there is a lot more potential.
The Government bodies should come up with more export promotions schemes, more workshops and platforms to breed skilled artisans and craftsmen.
Promotion
Apart from having skilled manpower, what is lacking is the skill to market and sell these products beyond the Indian subcontinent. This industry needs to be glamorised for example by making key Bollywood faces as the brand ambassadors. The stars have the power to make anything look attractive and acceptable, especially for the younger generation.
REMUNERATION
The minimum monthly remuneration for an artisan ranges from between Rs 2,000 up to Rs 25,000 for skilled artisans with experience.
“For an unskilled artisan, the pay scale would be between Rs 120 to Rs 150 per day. It increases as they master the art and they are also given bonus share of their sold product. There will be a day soon when a skilled worker makes over Rs 1 lakh by selling his own products online” Malyada says.