das report- decorative candle cluster, margherita, assam...

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DAS REPORT-

DECORATIVE

CANDLE CLUSTER,

MARGHERITA, Assam

by Mayukhi Basak

DAS REPORT- DECORATIVE CANDLE CLUSTER,

MARGHERITA, Assam by Mayukhi Basak 2013

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TABLE OF CONTENTS

Declaration

Acknowledgement

Section Chapters PAGE

NO

1 1.1List of Acronyms 6-11

1.2Abstract

1.3Objective of the study 1.4Scope of work

1.5 Methodology

1.6Limitations

2 2.1Handicrafts industry in India 12-21

2.2Value adding chain in Handicrafts

2.3Export Market & competition 2.4Handicrafts of Assam

3 Margherita -District profile- 22-26

3.1Geography

3.2Demographics

3.3Transport

3.4Occupation & Economy

4 4.1 Wax Work 27-36

4.2Introduction



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Section Chapters PAGE

NO

4.3Production Equipment

4.4Raw Material

4.5Local Production Process

4.6Flowchart of Local Procedure- Decorative Candle Making 4.7Swot Analysis

5 5.1Survey Summary 37-47

5.2Recommendation

5.2.1Cluster Based

5.2.2Artisan Based

5.3Raw Material Sourcing

5.4Value Chain

5.5Suggestive Logo/ Branding

5.6Suggested Model

5.7Action Plan

6 6.1Artisan Profile 48-135

6.2Workshop Candidate List 136-138

Conclusion 139

Audit Survey Schedule 140-141

Annexure 142-143

Bibliography 144



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DECLARATION

I,Mayukhi Basak hereby declare that the Survey Report titled Decorative Candle

Cluster,Margherita,Assam is my original work and no part of the report has been

copied from any other reports or any other work carried by someone else.

However, any part taken from any other published source has been suitably

referred and acknowledged at various places.

DATE- 28th August 2013

MAYUKHI BASAK

PLACE-KOLKATA



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ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible

without the kind support and help of many individuals and organizations. I would

like to extend my sincere thanks to all of them. I am highly indebted to NID for

their guidance and constant supervision as well as for providing necessary

information regarding the project & also for their support in completing the

project. I would like to express my gratitude towards Mr. Debojit Phari Officer-in-

charge, Industry Commerce, Margherita, Mr.Phukan, Superintendent, Industry

Commerce, and Margherita, Assam for their kind co-operation and encouragement

which helped me in completion of this project.

I would like to express my special gratitude and thanks to the artisans for

supporting me with necessary inputs regarding the craft during the survey.

I would like to thank Shri Shashank Mehta, for his valuable time to make me

understand the importance of the survey for the cluster. I would also like to thank

Shri Ashok Mondal, for his valuable inputs to make me understand the importance

of the assignment for the cluster.

Last but not the least I would like to thank Ms.Nilufar Sheikh to bridge link

between cluster and designer and carrying our all preparations towards the

objective. My thanks and appreciations also go to my parents, almighty & people

who have willingly helped me out with their abilities.



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SECTION-I



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1.1 LIST OF ACRONYMS

PPP Public-Private Partnership

SHG Self-Help Group

CFC Common Facility Centre

VM Visual Merchandise

NEDFI North-Eastern Development & Eastern

Corporation

VA Value Addition



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1.2 ABSTRACT

Handicrafts are mostly defined as "Items made by hand, often with the use of

simple tools, and are generally artistic and/or traditional in nature. They are also

objects of utility and objects of decoration.”Handicrafts especially decorative items

include jewellery, head gears, head dresses, wall paintings, and decorative candles

.Handicraft Industry is a major source of income for rural communities employing

over 6 million artisans including a large number of women and people belonging to

the weaker sections of the society. Nowadays, hand-made products are considered

to be a fashion statement and an item of luxury. Though Indian Handicraft industry

is considered as a cottage Industry, but it has evolved as one of the major revenue

generator over the years and is considered as one of the major contributor for

export and foreign revenue generation.

In order to provide and protect the artisans’ skills govt. both at the centre and states

have set up Handicrafts emporium at important cities and at district level. These

artisans are also encouraged by various government institutions to participate in

national and International exhibitions to show their skills.

Production of decorative candles and other handicrafts in different areas by artisans

is linked with the availability of raw materials locally or in the district. The artisans

purchase from local vendor with very limited supply.

The study showed several difficulties in respect of procurement of raw materials,

availability of desirable amount at reasonable prices and diversification of products

due to insufficient variety. It has been surveyed as well as reported by the artisans

that the craftsman’s production is seasonal and irregular. The temperature in the

summer season gets hotter which makes it difficult for the craftsmen to store the

products. An artisan cannot have steady market. So production has to be made



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more even and regular. The prime need of handicrafts is a reorientation in the

techniques of production (design, finishing) without interference with the artistic

varieties of production. The bulks of the craftsmen are ignorant of the changes in

demand of the market and are totally unaware of the market trends. The survey

obtained the views of the households about the types of support needed for the

development of their arts. In majority of cases, handicraft is considered as part time

occupation or tertiary activity in economic ladder. The revenue generated from

decorative candle making is yet to have a substantial share of total household

income.

Decorative Candles call to mind the ancient or traditional source of household

lighting that, in current times, no longer holds water. Older candles were made of

tubes that were filled with oil or animal fat wherein wicks that were made of cloth

provided the material for lighting candle with fire. Candles were mainstays in

altars, during regular church rites and also during fiestas, when masses were held

to celebrate the occasion. There was a great demand for candles then, because

electricity was often scarce. In the course of time, candles came in demand for

varied purposes aside from its traditional usage as a source of light. Decorative

Candles became available in varied shapes and sizes. Slowly, candle making has

become a thriving industry and one can observe the mushrooming of candle shops

selling ready-to-make candles, molds, wax, wick, essential oils and other

requirements of the enterprise.

1.3OBJECTIVE OF THE STUDY

The main objective of the survey is to assess the potential of the artisans in

decorative candle making and also to assess other factors supporting the same.



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Scope of Work

To study the existing status of this craft

To study the current design resource, marketing linkages and raw material

resource of the Decorative Candles in Margherita ,Assam

The emphasis is given on:

Efficient and effective process for collection of necessary and relevant

information based on field studies and desk research

Analyzing the status position of craftsperson in the present scenario, their

skill, creativity and capability for self employment

Innovative approaches and smooth co-ordination by organizing workshops

after identifying the problem to achieve the desired results.

1.4 RESEARCH METHODOLOGY

Collection Primary Data

This enabled the understanding and collection of all the relevant secondary

information on the artisans, the craft and their current status.

Number of people in the community involved in the activity options of the

community

Source of raw material and extent of sustainability (future) of the sector

based on the current design and finishing skills.

Mode of product sale, any middle-men involved

Willingness/initiative of the community to promote the handicraft sector as

livelihood option.

Existing and future Government /institutional support required

Whether handicraft clusters based on them can be set-up and the necessary



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Interventions/initiatives required to be undertaken by the different stakeholders for

the development of the craft.

1,5LIMITATIONS

The report is prepared on the basis of information provided by the various

craftsmen in the cluster.

The report is written on the basis of visit to the sampled locations and

interaction with sampled beneficiaries.



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SECTION-II



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2.1INDIAN HANDICRAFTS INDUSTRY

Handicrafts are mostly defined as "Items made by hand, often with the use of

simple tools, and are generally artistic / traditional in nature. They are also objects

of utility and objects of decoration.”The Indian handicrafts are known across the

world for their rich variety, grace, elegance and skill. Excavations conducted in

different parts of India prove that India in various periods had unmemorable

handicrafts. The ruins and remains unearthed from Mohan-Jo-Daro prove the high

skill of craftsmanship of the inhabitants of this region. Household utensils plain

and painted pottery brought about by the rhythmic turning of the wheel, terracotas,

were some of the artistic and valuable things found there. Varieties of handicrafts

are produced over time in all parts of the country including tribal areas. Thus

handicrafts of any given time and space reflect and preserve in them the results of

centuries of patient experiments of man under varying circumstances. Like art craft

treasures also reflect the taste of human society through the individual and give

collective mind of the community. Crafts not only satisfy economic wants but also

the aesthetic yearning of man.

India is one of the important suppliers of handicrafts to the world market. The

Indian handicrafts industry is highly labor intensive cottage based industry and

decentralized, being spread all over the country in rural and urban areas.

Numerous artisans are engaged in crafts work on part-time basis. The industry

provides employment to over six million artisans, which include a large number of

women and people belonging to the weaker sections of the society. In addition to

the high potential for employment, the sector is economically important from the

point of low capital investment, high ratio of value addition, and high potential for



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export and foreign exchange earnings for the country. The export earnings from

Indian handicrafts industry for the period 2009-10 amounted to US$ 2.2 billion. In

addition to the high potential for employment, the sector is economically important

from the point of low capital investment, high ratio of value addition, and high

potential for export and foreign exchange earnings for the country. Although

exports of handicrafts appear to be sizeable; India’s share in world imports is

miniscule. It is a sector that is still not completely explored from the point of view

of hidden potential areas. Major centres in Uttar Pradesh are Moradabad also

known as the "Peetalnagari" (City of Brass), Saharanpur for its wooden articles,

Ferozabad for Glass. The North Western state of Rajasthan has to offer the famous

Jaipuri quilts, Bagru and Sanganer printed textiles and wooden and wrought iron

furniture from Jodhpur. The coastal state of Gujarat comes with embroidered

articles from Kutch. Narsapur in Andhra Pradesh is famous for its Lace and Lace

goods. But this is only a small part of the total product range. India offers much

more.

Handicrafts are classified into two categories:

1. Articles of everyday use

2. Decorative items

The craftsmen use different media to express their originality. The diversity of the

handicrafts is expressed on textiles, metals – precious and semi-precious, wood,

precious and semi-precious stones, ceramic and glass. This segment of the industry

accounts for almost half a million strong employment in addition to a large number

of designers, block makers, weavers and packers involved in the trade. Brass,

copper, bronze, bell metal is used for a variety of wares and in a variety of finishes.

Scintillating ornaments are available in a wide range of patterns, styles and



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compositions. Made from precious metals, base metals, precious and semi-

precious stones; these ornaments have traditional as well as modern styles.

Wooden articles in India range from the ornately carved to the absolutely simple.

One can find toys, furniture, decorative articles, etc. bearing the art and

individuality of the craftsman. The intricately carved stoneware made of marble,

alabaster or soapstone, etc., inlaid with semiprecious stones carry on the heritage of

Indian stone crafts. Glass and ceramic products are a fast upcoming segment in the

handicrafts from India. The age-old production process of mouth-blowing the

glass instills a nostalgic feeling. The varied shapes of ceramic and glass in a

number of colors, would appeal to Western aesthetics while retaining the Indian

touch jute products/cane & bamboo products.



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2.2VALUE ADDING CHAIN IN HANDICRAFTS

Identification of market opportunities

Prototype design and development / adaption and refinement

Test marketing

Upgrading equipping facilities

Securing inputs

Entrepreneurial hiring, training, managing

Production, quality control and packaging

Costing and pricing

Physical distribution

Export market development



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2.3COMPETITION & EXPORT MARKET

In the changing world scenario, craft products exported to various countries form a

part of lifestyle products in international market. The impact is due to the

changing consumer taste and trends. In view of this it is high time that the Indian

handicraft industry went into the details of changing designs, patterns, product

development, and requisite change in production facilities for a variety of

materials, production techniques, and related expertise to achieve a leadership

position in the fast growing competitiveness with other countries.

Among the South-Asian countries China, Philippines, Nepal are fast growing

countries in decorative candle making.



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2.4HANDICRAFT INDUSTRY IN ASSAM

Handloom weaving is a way of life in Assam. The number of looms in the State

stands at around eight lakhs which works out to around 16 per cent of the looms in

the entire Country. More than thirty thousand looms operate exclusively in silk.

Cotton, muga, paat (mulberry silk) and endi are the basic raw materials for hand-

woven fabrics in Assam. Sualkuchi is the biggest centre of silk production and

weaving in the State. There are more than 3,000 weavers in and around the

township. Sualkuchi is known as the Manchester of Assam. Muga silk has a natural

golden color and rare sheen that becomes more lustrous with every wash. Eri is a

warm silk suitable for the winter. The designs used in Assam are mostly stylized

symbols of animals, human figures, creepers, flowers, birds. Each ethnic group of

the State has its own distinctive design and style. Assamese weavers produce

beautiful designs on the borders of traditional garments such as the mekhela-

chaddar and riha and on the gamosa (towel).

The Laichangphi, produced traditionally by the weavers of Cachar district, are a

popular quilt sought after because of its warmth and softness. The tribals make

beautiful shawls.



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BANA DOOG-DOOGI

The Assamese jeweler (sonari) makes exquisite lockets (doog-doogi, bana, jon-

biri, dhol-biri) earrings (thuriya, loka-paro, keru), bracelets (gaam-kharu),

necklaces (gal-pata), etc.

Cane and Bamboo being quite common all over, are used to make a variety of

products. Cane furniture of Assam is much sought after both in the national and

international markets. Bamboo is used mostly to make domestic products such as

chalani (sieve), kula (winnowing pan), khorahi (small basket), etc. The fancy

bamboo japi (hat) with its colorful design and motif is worn by the Assamese

peasant while working in the field.



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The tradition of painting in Assam can be traced back to several centuries in the

past. The gifts presented to Hiuen Tsang and Harshavardhana by Kumar Bhaskara,

the king of Kamrupa, included a number of paintings and painted objects, some

done on exclusive Assam silk.

Assamese literature of the medieval period abounds in references to chitrakars and

patuas who were expert painters. Locally available material such as hebgool and

haital were used for painting. Ahom palaces and sattras and naamghars are replete

with brightly colored paintings depicting various stories and events from history

and mythology.Sitalpati or mats made from the patidai or mohtra reed is a

traditional craft of Cachar.

Brass and Bell Metal products of Assam are also famous for their beauty and

strength of form and utility. Brass is an important cottage industry with highest

concentration in Hajo of Kamrup district. The Sarthebari area of the same district

is well known for its bell metal craft. The principal items of brass are the kalah

(water pot), sarai (a platter or tray mounted on a base), kahi (dish), bati (bowl), lota

(water pot with a long neck) and tal (cymbals).Gold, silver and copper too have

formed part of traditional metal craft in Assam, and the State Museum in Guwahati

has a rich collection of items made of these metals. Gold however is now used only

for ornaments.



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Ivory products such as combs, bangles, walking sticks and smoking pipes were

made in the district of Barpeta. Their production has however been stopped since a

ban was imposed on making and selling of ivory products as a conservation

measure. Combs made of the horn of oxes are also a specialty.

Pottery is practiced by two communities of artisans in Assam --- the Hira and the

Kumar. The Hiras make household articles using the compression method. The

Kumars use their potter’s wheel to make images for worship and clay dolls and

toys. West Assam has long been proficient in the craft of terracotta. Asharkandi, a

village in Goalpara district is famous for its graceful clay dolls.

Woodwork is an ancient Assamese craft. Exquisite wood carvings are seen mostly

on doors, walls, beams, ceilings and the splendid carved sinhasans used in prayer

houses. Decorative panels in the royal Ahom palaces of the past and the 600-year

old sattras or Vaisnavite monasteries are intricately carved in wood. A special class

of people who excelled in wood carving came to be known as Khanikar. The

painted woodwork of Golaghat is a folk art. Modern-day khanikars have taken to

producing articles of commercial value, including figure of one-horned rhino and

replicas of the world-famous Kamakhya temple --- two items heading the list of

demands from visitors. Kuhila Koth or fiber weaving is a famed handicraft of the

Batadrava area of Nagaon district. Kuhila is woven on a simple loom-like gadget

made of wood and bamboo poles to produce seats, mats and cushions. Kuhila craft

is also an important cottage industry in the Gauripur area of Dhubri district in

Lower Assam. Pith or Indian cork has also been used for toy-making since

centuries in Assam. Such toys are chiefly made in the Goalpara region and they

include figures of gods, animals and birds.



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SECTION-III



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MARGHERITA

3.1GEOGRAPHY

Margherita is a census town in Tinsukia district in the Indian state of Assam.

Margherita was famous for its collieries much developed by the British. Coal India

Ltd is the biggest industry here apart from the beautiful tea gardens.. The small

sub-divisional town has scenic beauty though nothing like a tourism business. The

town is surrounded by hills, tea gardens, forest and the Dihing River. It has a

beautiful golf course at the foot of the hills and a small stream running through.

The name Margherita actually derives from the Italian queen and dates back to the

late 19th century as a token appreciation for the Italian Chief Engineer of a rail

section Chevalier R Paganini who supervised the construction. Margherita was

famous for its collieries much developed by the British. Coal India Ltd is the



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biggest industry here. Apart from this are Kitply and other small plywood

industries and tea gardens. Tata Tea has factories in the locality.

3.2DEMOGRAPHICS

As of 2001 India census Margherita had a population of 23,836. Males constitute

52% of the population and females 48%. Margherita has an average literacy rate of

76%, higher than the national average of 59.5%: male literacy is 81%, and female

literacy is 71%. In Margherita, 11% of the population is under 6 years of age. The

main communities of the area include Ahoms, Moran, Nepali, Bihari, Singpho,

Muttock etc.The population is a mix of Assamese, Bengali, Nepali as well as those

who migrated from Bihar, Uttar Pradesh and other South Indian states to work in

the coal mines. A major chunk of the population is Hindus followed by Muslims

and Christians. In the interior parts, some people follow Buddhism. The main

festival in Margherita is Bihu, celebrated in the month of January (magh bihu),

April (bohag bihu) and kati bihu in Sept.-Oct. Madam-me-fi is also celebrated in

the month of January.other than that as this place has a multi- cultural heritage

Durga puja, Bhai tika, holi Diwali,chat puja, Buddha purnima, Idd, Christmas is

celebrated with much fan fare.

3.3TRANSPORT

Margherita is well connected with all the major towns and districts both by road

and rail. Margherita has a railway station of its own and Tinsukia railway station is

just 45 kilometres, about an hour's drive from the town. Assam state transport

corporation and a number of other private buses are also available from there. The

nearest airport is in Dibrugarh, 96 km away.

http://en.wikipedia.org/wiki/Ahoms

http://en.wikipedia.org/wiki/Moran

http://en.wikipedia.org/wiki/Nepal

http://en.wikipedia.org/wiki/Bihari_people

http://en.wikipedia.org/wiki/Singpho_people

http://en.wikipedia.org/w/index.php?title=Muttock&action=edit&redlink=1



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3.4OCCUPATION & ECONOMY

North Eastern Coalfields operates from here and has its head quarter in the town.

Plywood and tea are the other developed industries.

http://en.wikipedia.org/wiki/North_Eastern_Coalfields



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Office of the Industry & Commerce, Margherita



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SECTION-IV



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4.1WAX WORK

Introduction

Candles are one of the most enjoyable and affordable luxury items available to

everyone. Candles not only illuminate your houses, they light up your heart as

well. Although they were replaced by kerosene lamps and later by electric tubes,

their use has actually expanded because of their ornamental value. In ancient days

in India, wax from boiling cinnamon was used for temple candles. Decorative

candles in beautiful shapes and sizes have emerged as the most popular souvenirs.

Although ordinary candles have always existed as a cottage industry, decorative

candles from Naintal, Delhi, and other cities started showing up in the market in

the early 70’s. Encouraged by the warm response shown by the market, they

started producing new designs as per the market preferences.

TYPES

FANCY CANDLES

NORMAL CANDLES

CUP & LIGHT CANDLES



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PICTORIALS

ARTISANS EXPLORATION

ARTISANS EXPLORATION



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4.2MARKET

Candles assume status of essential items for illumination in churches and other

religious places, birthday functions, hotels, restaurants etc. Artistic and decorative

candles have very good expected potential in important functions. Nowadays, they

are commonly chosen as gift items. Community fairs, church sales are some of the

activities that artisans should participate on to promote their products.

4.3PRODUCTION EQUIPMENT

This project is centered on the use of simple equipment requiring very low

investment. The main production equipment comprise moulds of different sizes, a

wax melting pan, a gas stove and spoons of desirable shapes.



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PICTORIALS (candle molds-metal, glass, wicks, candle-wick sustainer,

double boiler)

STEP- 1

STEP-2

STEP-3



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STEP-4

STEP-5

STEP-6



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STEP-7

STEP-8

STEP-9



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4.4RAW MATERIAL

The basic raw materials include paraffin wax in solid slabs; type-2 ;Paraffin Wax

comes in different qualities and is rated at different melting temperatures. The two

main types of paraffin wax are "fully refined" and "semi-refined". Fully refined

wax has an oil content of less than 1%. Semi-refined wax usually has an oil content

of about 1-1/2%., candle wicks, Crayons, Oil Pastel.

4.5 PRODUCTION PROCESS

The paraffin wax is initially melted in the heated melting pan. The desired colors

are added to it. The melted wax is poured into the mould containing the candle

wick, and left for cooling for about half an hour.



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4.6FLOWCHART SHOWING THE LOCAL PROCEDURE OF

DECORATIVE CANDLE MAKING

Decorative Candles

Left for cooling for about half-n-hour and the candles are ready

The melted wax is poured into the mould containing the candle wick

Paraffin wax is initially melted in the heated melting pan Colours are added to it.

Wick sustainer should be used

Paper or metal cored container wick

Double boiler is essential to prevent it from bursting into flames

The plates of the moulds are unscrewed, the

finished candles removed for packing.



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OPPORTUNITIES

Rising appreciation for

handicrafts by consumers in

the developed countries

Widespread novelty seeking

Growth in search made by

retail chains in major cities for

suitable products and reliable

suppliers.

Opportunity for agencies to

promote marketing activities

Use of e-commerce in direct

marketing

Community fairs, church sales

are some of the activities that

artisans should participate on

to promote their products.

STRENGTHS

Low capital investment

and high ratio of value

addition

Aesthetic and functional

qualities

Wrapped in mist of

antiquity

Handmade and hence has

good export market

Increasing emphasis on

product development and

design up gradation

WEAKNESSES

Inconsistent quality and

backdated design

Inadequate market study and

marketing strategy

Lack of SHG &CFC

Unaware of market demand

Lack of training &

common facility

THREATS

Better quality products

produced by

competitors from other

parts of India

Better terms of trade by

competing states

Consistent quality and

increasing focus on

R&D by competing

states

Better packaging

Better quality and

finishing standards

SWOT ANALYSIS



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SECTION-V



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5.1SURVEY SUMMARY

The inter-relationship of issues (designing, packaging, finishing) of decorative

candle making among the artisans and market mechanisms involved in sourcing of

raw material, production of Decorative Candles and marketing linkages.

Source of Supply

Non availability of raw material supply due to restrictions (registration and

license requirement for sourcing of paraffin wax with a WC of more than

one lakh rupees)

Poor quality-Extreme lack of ignorance in branding and packaging.

Ignorance in material handling

Pricing Policy-The craftsmen do not follow a proper pricing strategy

Product Development

It has been reported that the craftsman’s production is seasonal and irregular, with

the old and monotonous designs it is very hard to penetrate the market.

Unorganized market:

Most of the respondents are completely unaware of the market trends.

The sampled respondents suggested that central or state government should

organize design development training which would improve their marketing

prospects. According to one of respondent NGOs and Government should diversify

their activities and purchase their Candles by making opportunity for all the

craftsmen to participate in fairs and exhibitions outside Assam.

Few of the artisans had undergone a training-workshop given by NEDFI



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5.2RECOMMENDATIONS

CLUSTER-BASED

Establishment of common facilities centers in PPP mode for imparting

training, marketing, establishing market linkages, providing raw materials,

providing managerial inputs is the need of the hour.

The importance of income generating activities for craftsmen should be

diversified into enterprise promotion through effective action/plans, training

and implements them with people’s active participation.

Development of appropriate models for sustainable production market

linkages for home based women.

The synergic approach and planning between tourism industry and

handicrafts sector can create new milestones in the prosperity and economic

growth of the country.

Setting Up of Urban Haats / Sale Cum Demonstration Centers; Skill

dissemination by master artisans at district level, establishing integration

with other towns are suggested for development of promotion of decorative

candles.



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For better marketing of their products setting up of Urban Haats / Sale Cum

Demonstration Centers- In order to promote handicrafts at the places of

tourist spots, Urban Haats may be opened in closest bigger towns (Tinsukia,

Dibrugarh, Guwahati) to provide regular marketing channel to artisans.

It has been suggested to form CFC and SHG and to take initiative by

identifying master artisans at district level. Further these master artisans

would be entrusted with a responsibility of identifying block (locality) level

artisans and impart Training for Trainers (ToT) to them. These trained

district level master artisans will further visit the artisans and disseminate

their newly acquired skills to them. It will result in skill up -gradation of

local artisans which will enable them to get good price for their handicraft

items.

State Tourism should be actively engaged for the promotion and sales of

Decorative Candles.



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DESIGN DEVELOPMENT (VARIETY WITH LOOKS AND MATERIAL)

Enhancing each product for value addition

Usage of easily available products and Recycled options.



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5.3ARTISAN-BASED RECOMMENDATIONS

Skill development-Attending regular workshops to enhance their skill and

design sense to increase their design efficiency to meet the market demands.

Candle packaging- Assortment of PVC (Polyvinyl Chloride) Boxes-

packaging is essential for craftsmen to display and sell homemade products.

Up gradation of technology and production techniques-Design

development production of new items need to be attempted. Introduction of

new items with improved models may be designed continuously to attract

new customers and explore new markets by the present artisans after training

http://thecandlemakersstore.com/candle-making.html

http://thecandlemakersstore.com/candle-making.html



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5.4RAW MATERIAL SOURCING CHAIN

Final product display modes are insufficient

Nearest market Tinsukia

All types of raw materials (VA) are sourced from here

Paraffin Wax is available with a particular vendor/monopoly

Production by artisans (labors during festive seasons)

Local Market, Sell from home, Word of mouth and exhibitions



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5.5THE VALUE CHAIN

Proposed

RAW MATERIAL ARTISAN PROCESS PRODUCT

MARKET

Credit linkages

Training and

workshop

Design & Quality

Intervention

Market research Quality check by a panel

of master artisans

BRANDING

Technical Intervention

Design

INTERV

ENTIO

N

Market Penetration Benchmark Packaging

Existing

Sourcing of paraffin wax from CFC by SHG for availability of desirable amount at a cheaper rate



45

5.6SUGGESTIVE LOGO

MARGHERITA LOGO

MARGHERITA PRODUCT TAG



46

5.7SUGGESTED MODEL

GROUP

CFC

TRAINING

DESIGN

RAW MATERIALS

PRODUCTION

FINAL PRODUCT

DIRECT SELLING

RETURN & PRODUCT

profit

PROCUREMENT OF ORDERS



47

5.8ACTION PLAN

WORKSHOP 10AM-1PM 2PM-4PM SCHEDULE

DAY-1 BASIC TRAINING(design)

DAY-2 CONTD. BASIC TRAINING

DAY-3 CONTD. FINISHING

DAY-4 ADVANCED TRAINING(design)

ADVANCED TRAINING

DAY-5 ADVANCED TRAINING

--DO--

DAY-6

DAY-7

BRANDING &PACKAGING

MARKETING AND SELLING

---DO--

---DO--



48

SECTION-VI



49

Name of Artisan-Miss Manju Baragohain

Name of MSME Unit-Queen Candle Unit

Address-Lajung-1, Ward No.2, Margherita, Assam, PIN-786181

Contact -+91-9854390623

BUSINESS PROFILE

Product Decorative Candles

Design Basic 2-3 design(with moulds )

Price Range starts from Rs.35/-

People Home-based and local market

Turnover Rs.9,28,231/- in 2010-11(inclusive other

sources )

Promotion Exhibitions (1-2 times a yr.)

Employee Strength 5-6 labors on contract during festive season

& demand

Season Festivals like Diwali,Christmas etc.

Training NEDFI

FINDINGS

Poor moderate high Current

status

scope Remarks

Pdt.design No

production

done

Under-used

infrastructure and

skill

Tech. Manual

R&D nil



50

Design intervention Required to meet

market stds.

workstation -

Market/competition Extreme lack of

market awareness,

competition from

local substitutes in

Tinsukia,

neighboring town

in close proximity.

Skill-upgradation

ergonomics

Enhancement of

Design & finish is

needed

Packaging

branding &

logistics

Cellophane wrap,

Branding –nil,

logistics-nil

Display

opportunities

Rarely

participated

outside local area

Inter-cluster

communication

Responsive

Utilizing visible

impact

&developing

MSMEs

Interest level low

and has taken up

this craft as a

hobby



51

capabilities

Production process

/quality up

gradation

Essential

wastage Claims to have

zero-wastage

Scope for value

addition

high

Create positive diff

to MSME terms

Observations/Problem areas

Design and Finishing of finished goods are not up to Market Standards(both

for domestic and export quality)

Infrastructure and resources are underutilized due to lack of interest in this

particular craft,i.e Lack of professional attitude

Extreme lack of Market Awareness, trends & quality

Design opportunities

Since the artisan is semi-skilled and is capable of bearing the raw materials

costs, labor etc. therefore possibilities of design up gradation, skill

enhancement is high through activities like expertise intervention by multi-

disciplinary process across design, branding, and market mapping

opportunities.



52

Product process and tools innovation through design and development

Technical know-how enhancement, trend studies, quality norms

Design intervention in packaging & branding to make the product look

attractive and communicative.

PICTORIALS SUPPORTING THE SURVEY MSME UNIT-1

Improper way of storage for raw materials, not in use leading to wastage & decay

Underutilized infrastructure which can be used by SHG groups for decorative Candle making resulting to an standardized result and finish under the guidance of a master artisan



53

Name of Artisan-Mrs.Sipra Das

Name of MSME Unit- SIPRA DECORATIVE CANDLE FACTORY

Address- Agbandha, Margherita, Assam, PIN-786181

Contact -+91-986470561

BUSINESS PROFILE


Design Basic 2-3 design with moulds ,hand-

made

Price Range starts from Rs.35/-to Rs.2999/-


Turnover Rs.4,00,000/- in 2010-11

Promotion Exhibitions (1-2 times a yr.)

Employee Strength Self

Season Festivals like Diwali & Christmas

Training NEDFI

Poor moderate high Current status scope Remarks

Pdt.design Avg.production

done

Trying new-designs

but need expertise

intervention

Tech. Manual

R&D nil


market stds.

workstation



54


market awareness,

competition from

local brands in

Tinsukia,

neighboring town.

Skill-up gradation

ergonomics

Enhancement of

Design & finish is

required

Packaging branding

& logistics

Cellophane wrap,

Branding –printed

label, logistics-nil

Display

opportunities

Exhibitions are the

only platform for

national exposure

Inter-cluster

communication

Holds maximum

experience in this

craft and is capable

of taking

responsibility

Utilizing visible

impact /developing

MSMEs capabilities

Interest level high

and active

Production process

and quality up

Essential



55

gradation

wastage Claims to have zero-

wastage

Scope for value

addition

high

Create positive diff.

to MSME terms

FINDINGS




Infrastructure and resources are underutilized due to lack of interest in this

particular craft,i.e Lack of professional attitude


Hesitate to reduce the selling price for bulk orders but would hardly ensure

quality finish or new product innovations.



56


Since the artisan is semi-skilled and is capable of bearing the raw materials

costs, labor etc. therefore possibilities of design up gradation, skill

enhancement is high through activities like expertise intervention by multi-


opportunities.







57


The Candle with defects in finishing is often considered as rejects

Molds used for decorative candles

The products are delivered to the retailers in these boxes without proper packaging resulting to damages during transportation



58

Name of Artisan-Miss Rabinder Kaur

Name of MSME Unit-NA

Address-, Margherita, Assam, PIN-786181

Contact -+91- 9508457139

BUSINESS PROFILE





Turnover NA, manufacturing products since 2

months only

Promotion None


Season Focusing on the Festivals of 2013

Training NEDFI


status

scope Remarks

Product Design Producing

at a low

scale

Both design and skill

are basic & needs

development and

finish

Tech. Manual

R&D nil




59

market stds.

workstation -


market awareness

Skill-upgradation

ergonomics

Intervention by

expertise in areas

like design, finishing

is needed

Packaging

branding &

logistics

Cellophane wrap,

Branding –nil,

logistics-nil

Display

opportunities

Yet to participate

Inter-cluster

communication

Responsive

Utilizing visible

impact

&developing

MSMEs

capabilities

Interest level high to

take this up as

business

Production process

/quality up

gradation

Very essential


wastage



60

Scope for value

addition

high


to MSME terms


Has undergone a preliminary basic training and therefore is still in nascent

stage of production





Since the artisan is semi-skilled and therefore possibilities of design up

gradation, skill enhancement is high through activities like expertise

intervention by multi-disciplinary process across design, finish, branding,

and market mapping opportunities.







61

Orientation on market linkages and enhancement of technical interference

and development.


Material Handling is a common problem sighted with the craftsmen

No details like brand name, weight of the candle, color are mentioned in the labeling of candles



62

Name of Artisan-Miss Afreen Khatoon

Name of MSME Unit-Begum Designer


Contact -+91- 9508457139

BUSINESS PROFILE






months only

Promotion None



Training Basic training in school

FINDINGS


status

scope Remarks


at a low

scale


are basic & needs

development and

finish

Tech. Manual & Use of

internet as marketing



63

tool is very limited.

R&D Nil


market stds.

workstation -


market awareness

Skill-upgradation

ergonomics

Intervention by

expertise in areas


is needed

Packaging

branding &

logistics

Cellophane wrap,

Branding –nil,

logistics-nil

Display

opportunities

Yet to participate

Inter-cluster

communication

Responsive

Utilizing visible

impact

&developing

MSMEs

capabilities

Interest level high to

take this up as

business

Production process

/quality up

Very essential



64

gradation


wastage

Scope for value

addition

High


to MSME terms


Lack of resources creating an obstacle for further innovation and production

of quality products













65




Where temperature plays an effective role in making of decorative candles, the cane fenced wall is unable to prevent the high temperature in summer season resulting to reshaping and wax shrinkage problem



66

No attention to labeling and branding of the product.

The limitation of technology and market exposure is a major hindrance in terms of innovative design development



67

Name of Artisan-Mrs Anjana Upadhayai


Address-Jagun 5 miles, P.O- Margherita, Assam, PIN-786181

Contact -+91-9954366726

BUSINESS PROFILE


Design 2design(with moulds )


People Home-based

Turnover Just Started

Promotion None

Employee Strength NA

Season NA

Training NEDFI

FINDINGS

Poor modera

te

hig

h

Current

status

scop

e

Remarks

Pdt.design Basic designs

Tech. Manual

R&D Nil

Design

intervention

Training with new

design skills,

technicalities and market



68

awarness

workstation Home-based

Market/compet

ition

Extreme lack of market

awareness,

Skill-

upgradation

ergonomics

Enhancement of

Design & finish is

needed

Packaging

branding &

logistics

Nil, Branding –nil,

logistics-nil

Display

opportunities

Not yet participated

Inter-cluster

communication

Responsive

Utilizing

visible impact

&developing

MSMEs

capabilities

Interest level high and

interested to take this to

a business level

Production

process /quality

up gradation

Essential


wastage

Scope for value Quality up gradation in



69

addition the existing products is

needed

Create positive

diff to MSME

terms




Branding & Packaging norms are not followed.



Since the artisan is semi-skilled with a high interest level. therefore

possibilities of design up gradation, skill enhancement is high through

activities like expertise intervention by multi-disciplinary process across

design, branding, and market mapping opportunities.

Product process and technical intervention through design and development

Promotional activities like attending exhibitions, pamphlets trend





70


Bubbles and pits forming on candles

Tiny bubbles and pits forming on candles are caused by several things. Pouring the wax at a hotter temperature, making sure the moulds are warm when you pour, and cooling your candles away from drafts. Sometimes bubbles form when the wax is poured too cool, and it sets up before the bubbles have a chance to rise and dissipate. A water bath after a hot pour generally results in very smooth, shiny surfaces.



71

Name of Artisan-Mrs Judi Barua


Address-Jagun 5 miles, P.O- Margherita, Assam, PIN-786181

Contact -+91-9859352784

BUSINESS PROFILE


Design 3-4design(with moulds )


People Home-based


Promotion Word-of –mouth

Employee Strength NA

Season NA

Training Basic

FINDINGS

Poo

r

modera

te

high Current

status

scop

e

Remarks

Pdt.design Developi

ng

Basic

designs


are basic & needs

development and finish

Tech. Manual

R&D Nil

Design

intervention

new design skills,

technicalities



72


Market/competiti

on

Extreme lack of market

awareness

Skill-up gradation

ergonomics

Enhancement of

Design & finish is

needed

Packaging

branding &

logistics


logistics-nil

Display

opportunities


Inter-cluster

communication

Responsive

Utilizing visible

impact

&developing

MSMEs

capabilities



a business level

Production

process /quality

up gradation

Essential


wastage

Scope for value

addition

Quality up gradation in

the existing products is



73

needed

Create positive

diff to MSME

terms


Design and Finishing standards are not up to Market demands(both for

domestic and export quality)

Problem in manufacturing defects ( supported pictorials )

Branding & Packaging of the products are not done



Possibilities of design up gradation, skill enhancement is high through




Promotional activities like attending exhibitions, pamphlets trend





74


There is confusion with design sense and material handling, the flat bed in the given design consuming majority wax weight does not have any utilitarian value, disproportionate look



75

WEAK FLAME/DROWNING WICK -This problem is usually caused by using a wick that is too small, artisan should try using a larger wick size. Here in this picture uneven wick sizes visible are not only a problem area but also a hindrance in standardization



76



77

Name of Artisan-Miss Rumi Lama


Address-Segunbari, P.O- Margherita, Assam, PIN-786181

Contact -+91-9859321956

BUSINESS PROFILE




People Home-based




Season NA

Training Basic

FINDINGS


status

scope Remarks

Pdt.design Developing

Basic

designs

Semi-skilled in basic

designs

Tech. Manual

R&D Nil

Design

intervention

new design skills,

technicalities




78

Market/com

petition

Extreme lack of

market awareness

Skill-up

gradation

ergonomics

Semi-skilled but

expertise

intervention required

Packaging

branding &

logistics

Nil

Display

opportunitie

s


Inter-cluster

communicat

ion

Moderately

Responsive

Utilizing

visible

impact

&developin

g MSMEs

capabilities

Interest level high

and interested to take

this to a business

level

Production

process

/quality up

gradation

Essential




79

wastage

Scope for

value

addition

Quality up gradation

in the existing

products is needed

Create

positive diff

to MSME

terms


Raw Material Sourcing individually is a problem due to financial constrains

and other materials are not available in the local market.





A common proposed activity for the cluster is the formation of SHG groups

and a raw material bank. Timely availability inputs to be made available for

effective and timely distribution to the artisans


Can meet the market demand once trained and the market linkages are

created through pamphlets, exhibitions etc.



80





There is confusion with design sense and material handling, the flat bed in the given design consuming majority wax weight does not have any utilitarian value, disproportionate look



81

Where temperature plays an effective role handling wax, the cane fenced wall is unable to prevent the high temperature in summer season resulting to reshaping and wax shrinkage problem



82

Name of Artisan-Mrs Upasana Chetia


Address-Makumbagan, P.O- Margherita, Assam, PIN-786181

Contact -+91-9401435377

BUSINESS PROFILE




People Home-based




Season NA

Training Basic

FINDINGS

Poo

r

modera

te

high Current

status

scop

e

Remarks

Pdt.design Developi

ng

Basic

designs

Trying new-designs but

need expertise

intervention

Tech. Manual & Use of

internet as marketing

tool is very limited.

R&D Nil



83

Design

intervention

new design skills,

intervention in

technical up gradation


Market/competiti

on

lack of market linkages

Skill-up gradation

ergonomics

Enhancement of

Design & finish is

needed

Packaging

branding &

logistics


logistics-nil

Display

opportunities


Inter-cluster

communication

Average

Utilizing visible

impact

&developing

MSMEs

capabilities



a business level

Production

process /quality

up gradation

Essential




84

wastage

Scope for value

addition



needed

Create positive

diff to MSME

terms


Raw Material Sourcing individually is a problem and other materials are not

available in the local market. Sourcing it for an individual unit is not cost-

effective for the craftsmen.

Labeling of the products with details is missing

Needs to meet Branding & Packaging of the products to reach market

standards








85

A common proposed activity for the cluster is the formation of SHG groups

and a raw material bank. Timely availability inputs to be made available for

effective and timely distribution to the artisans









86

Designs do not get the market exposure and response due to lack of promotion and therefore training and orientation by intervention of technologies and creating web portals, blogs(e-marketing) or printing pamphlets can bridge the problem



87

Name of Artisan-Mrs Labanya Baragohain


Address-Jayanagar, P.O- Margherita, Assam, PIN-786181

Contact -+91-9854804619

BUSINESS PROFILE




People Home-based




Season NA

Training Basic

FINDINGS


status

scope Remarks

Pdt.design Basic

designs


are basic & needs


Tech. Manual

R&D Nil

Design

intervention

new design skills




88

Market/compe

tition

lack of market

awareness

Skill-up

gradation

ergonomics

Enhancement of

Design & finish is

needed

Packaging

branding &

logistics

NIL

Display

opportunities


Inter-cluster

communicatio

n

Average

Utilizing

visible impact

&developing

MSMEs

capabilities

Interest level moderate

Production

process

/quality up

gradation

Essential


wastage

Scope for Quality up gradation in



89

value addition the existing products is

needed

Create positive

diff to MSME

terms

















90


Finishing does not reach market standards

Common cluster problem is lesser variety in design and more training in areas of finishing required.



91

Name of Artisan-Mrs. Lily Saikia


Address-Lazun, P.O- Margherita, Assam, PIN-786181

Contact -+91-9859308483

BUSINESS PROFILE




People Home-based




Season NA

Training Basic

FINDINGS


status

scope Remarks

Pdt.design Basic

designs


are basic & needs


Tech. Manual

R&D Nil

Design

intervention

new design skills




92

Market/comp

etition

Incompetency in

meeting market

standards.

Skill-up

gradation

ergonomics

Enhancement of

Design & finish is

needed

Packaging

branding &

logistics

NIL

Display

opportunities


Inter-cluster

communicatio

n

Average

Utilizing

visible impact

&developing

MSMEs

capabilities

Interest level high &

want to take this craft

as a source of income

Production

process

/quality up

gradation

Very Essential


wastage



93

Scope for

value addition



needed

Create

positive diff

to MSME

terms









Common projected need of the cluster is design up gradation, skill

enhancement through activities like expertise intervention by multi-


opportunities.



94






Uniformity in wick length not maintained

The Borders are unevenly painted with Fabric colors –Use of Gold Dust ( readily available in market) gives a better look



95

None of the products meet branding, finishing, or labeling according to domestic market or international market standards. Material handling and usage are common problem areas noticed among the artisans



96

Name of Artisan-Mrs Jaya Hazarika


Address-4 no.Makumpathar P.O- Margherita, Assam, PIN-786181

Contact -+91-9435562233

BUSINESS PROFILE




People Home-based




Season NA

Training Basic

FINDINGS


status

scope Remarks

Pdt.design Basic

designs

Interest level very low

Tech. Use of internet as

marketing tool is very

limited.

R&D Nil

Design

intervention

Up gradation of the

existing ones



97


Market/compe

tition

Incompetency in

meeting market

standards.

Skill-up

gradation

ergonomics

Enhancement of

Design & finish is

needed

Packaging

branding &

logistics

NIL

Display

opportunities


Inter-cluster

communicatio

n

Average

Utilizing

visible impact

&developing

MSMEs

capabilities

Interest level low to

take this craft as a

source of income

Production

process

/quality up

gradation

Very Essential




98

wastage

Scope for

value addition



needed

Create positive

diff to MSME

terms






Due to lack of market exposure and eventually lack of market demand,

interest level of the artisan is low in taking this craft to a business level.


General awareness program to bring confidence and commitment for the

successful implementation.

Design intervention in finishing, packaging & branding to make the product

look attractive and communicative.



99


There is confusion with design sense and material handling, the flat bed in the given design consuming majority wax weight does not have any utilitarian value resulting to disproportionate look

Parameters like Packaging, labeling or pricing is not in consideration during the making of the product.



100

Name of Artisan-Mrs. Devi Bargohain Kalita


Address-Dehing P.O- Margherita, Assam, PIN-786181

Contact -+91-9854004876

BUSINESS PROFILE




People Home-based




Season NA

Training Basic

FINDINGS


status

scope Remarks

Pdt.design Basic

designs

Basic designs with very

monotonous VA or

modifications

Tech. Manual

R&D Nil

Design

intervention

Up gradation of the

existing ones



101


Market/comp

etition

Retailed from own

store occupying 5%

shelf

space.Incompetency in

meeting market

standards.

Skill-up

gradation

ergonomics

Enhancement of

Design & finish is

needed

Packaging

branding &

logistics

NIL

Display

opportunities


Inter-cluster

communicatio

n

Average

Utilizing

visible impact

&developing

MSMEs

capabilities

Interest level average

to take this craft as a

source of income

Production

process

Very Essential



102

/quality up

gradation


wastage

Scope for

value addition



needed

Create

positive diff

to MSME

terms


Basic designs with very monotonous VA or modifications. Design and

Finishing standards are not up to Market demands(both for domestic and

export quality)








103





Display of products in the store

Fonts & text graphics (artisan’s own innovation) has spelling errors ,needs intervention of expertise



104

Name of Artisan-Mrs. Junu Kumari Chhetri


Address-Makumbagan, 3Ali; Near New Bridge P.O- Margherita, Assam, PIN-

786181

Contact -+91-08486595180

BUSINESS PROFILE


Design Basic designs


People NA


Promotion NA


Season NA

Training Basic

FINDINGS


status

scope Remarks

Pdt.design Initially producing

basic designs

Tech. Manual

R&D nil

Design intervention Expertise intervention

in both design and

finish



105

workstation Home

Market/competition Completely unaware

about trends

Skill-up gradation

ergonomics

Enhancement of

Design & finish is

required

Packaging

branding &

logistics

NA

Display

opportunities

NA

Inter-cluster

communication

Good

Utilizing visible

impact /developing

MSMEs

capabilities

Interest level high

Production process

and quality up

gradation

Essential


wastage

Scope for value

addition

May be channelized

after training of

design development &



106

quality management

Create positive

diff. to MSME

terms


Very Backdated designs. Raw material usage proportion is very unsatisfying

Design and Finishing standards are a huge problem area







Product process(raw materials usage) and tools innovation through design

and development



107


Artisan has not taken Packaging & labeling into consideration

Finishing is very weak and is prominent in the design



108

Name of Artisan-Mrs.Rupa Gohain Kalita


Address-3Ali Makumbagan P.O- Margherita, Assam, PIN-786181

Contact -+91-9864236639

BUSINESS PROFILE




People Home-based




Season NA

Training Basic

FINDINGS


status

scope Remarks

Pdt.design Basic

designs

Basic designs with

very monotonous VA

or modifications

Tech. Manual

R&D Nil

Design

intervention

Up gradation of the

existing ones




109

Market/competiti

on

Ignorance about

market awareness

Skill-up

gradation

ergonomics

Enhancement of

Design & finish is

needed

Packaging

branding &

logistics

NIL

Display

opportunities


Inter-cluster

communication

Responsive

Utilizing visible

impact

&developing

MSMEs

capabilities


to take this craft as a

source of income

Production

process /quality

up gradation

Very Essential


wastage

Scope for value

addition

Quality up gradation

in the existing

products is needed



110

Create positive

diff to MSME

terms


Basic designs with very monotonous VA.Design and Finishing standards

are not up to Market demands(both for domestic and export quality)











111


The Borders are unevenly painted with Fabric colors –Use of Gold Dust (readily available in market) gives a better look. There is confusion with design sense and material handling, the flat bed in the given design consuming majority wax weight does not have any utilitarian value resulting to disproportionate look



112

Name of Artisan-Miss Beauty Phukan


Address-, Margherita Tea Estate, Assam, PIN-786181

Contact -+91- 9577112148

BUSINESS PROFILE






months only

Promotion None



Training Basic

FINDINGS


status

scope Remarks


at a low

scale


are basic & needs

development and

finish

Tech. Manual

R&D nil



113


market stds.

workstation -


market awareness

Skill-upgradation

ergonomics

Intervention by

expertise in areas


is needed

Packaging

branding &

logistics

NIL

Display

opportunities

Yet to participate

Inter-cluster

communication

Responsive

Utilizing visible

impact

&developing

MSMEs

capabilities


to take this to

business level

Production process

/quality up

gradation

Very essential




114

wastage

Scope for value

addition

moderate


to MSME terms



stage of production






successful implementation




material handling, design utility and market mapping opportunities.

Raw material resourcing from a common bank will also help in innovative

designs through trial & error method.



115




Finishing not up to market standards and orientation on design development & material handling required.

Expertise intervention is needed



116

Name of Artisan-Miss Bobby Hazorika



BUSINESS PROFILE






months only

Promotion None



Training Basic

FINDINGS


status

scope Remarks


at a low

scale


are basic & needs

development and

finish

Tech. Manual

R&D nil




117

market stds.

workstation -


market awareness

Skill-upgradation

ergonomics

Intervention by

expertise in areas


is needed

Packaging

branding &

logistics

NIL

Display

opportunities

Yet to participate

Inter-cluster

communication

Responsive

Utilizing visible

impact

&developing

MSMEs

capabilities


to take this to

business level

Production process

/quality up

gradation

Very essential


wastage



118

Scope for value

addition

moderate


to MSME terms



stage of production
















119


.

Finishing of the products are lower than the market standards. Whereas the local competitors from Tinsukia are leading in local market. The retailers also get bulk products from Kolkata & Mumbai at a reasonable rate where these local craftsmen cannot meet the demand at such low prices. The product given above is sold in Margherita @ Rs.285/-, whereas superior quality product of same size is available in Tinsukia @Rs.150/-



120

Name of Artisan-Mrs.Aruna Gogoi



Contact -+91- 8720929206

BUSINESS PROFILE




People Home-based


months only

Promotion None



Training Basic

FINDINGS


status

scope Remarks


at a low

scale


are basic & needs

development and

finish

Tech. Manual

R&D nil



121


market stds.

workstation -


market awareness

Skill-upgradation

ergonomics

Intervention by

expertise in areas


is needed

Packaging

branding &

logistics

NIL

Display

opportunities

Yet to participate

Inter-cluster

communication

Responsive

Utilizing visible

impact

&developing

MSMEs

capabilities


to take this to

business level

Production process

/quality up

gradation

Very essential




122

wastage

Scope for value

addition

moderate


to MSME terms



stage of production









design, finish, branding, and market mapping opportunities.





123


Finishing is not standardized- Bubbles and pits forming on candles




124

Name of Artisan-Mrs.Dipika Khalam



Contact -+91- 9854348796

BUSINESS PROFILE



Price Not yet priced

People Not yet sold

Turnover NA

Promotion None


Season Not interested

Training Basic

FINDINGS


status

scope Remarks


at a low

scale


are basic & needs

development and

finish

Tech. Manual

R&D nil



125


market stds.



market awareness

Skill-upgradation

ergonomics

Intervention by

expertise in areas


is needed

Packaging

branding &

logistics

NIL

Display

opportunities

Yet to participate

Inter-cluster

communication

poor

Utilizing visible

impact

&developing

MSMEs

capabilities

Interest level below

average

Production process

/quality up

gradation

Very essential




126

wastage

Scope for value

addition

moderate


to MSME terms



stage of production















127


Artisan had undergone training but now is not doing any production further. The products displayed were made during training session



128

Name of Artisan-Miss Priti Das


Address-, Margherita,New Colony, Assam, PIN-786181

Contact -+91- 9706722025

BUSINESS PROFILE



Price 25/-

People Local Church & market

Turnover NA

Promotion Word-of-mouth


Season Diwali & Christmas

Training Basic

FINDINGS

FINDINGS


status

scope Remarks


at an

average

scale


are basic & needs

development and

finish

Tech. Manual

R&D nil



129


market stds.


Market/competition Unaware about

market awareness

due to weak market

linkages and IT

intervention

Skill-upgradation

ergonomics

Intervention by

expertise in areas


is needed

Packaging

branding &

logistics

NIL

Display

opportunities

Local church (St.

Marys)

Inter-cluster

communication

Very responsive

Utilizing visible

impact

&developing

MSMEs

capabilities

Interest level

average

Production process Very essential



130

/quality up

gradation


wastage

Scope for value

addition

moderate


to MSME terms








stage of production





131










The artisan has undergone training but lack in variety in design .Hand –Molded designs & molds except floating candles are not yet crafted by the artisan



132

Name of Artisan-Miss Binu Das



Contact -+91- 8486102215

BUSINESS PROFILE






months only

Promotion None



Training Basic

FINDINGS


status

scope Remarks


at a low

scale


are basic & needs

development and

finish

Tech. Manual

R&D nil



133


market stds.

workstation -


market awareness

Skill-upgradation

ergonomics

Intervention by

expertise in areas


is needed

Packaging

branding &

logistics

NIL

Display

opportunities

Yet to participate

Inter-cluster

communication

Responsive

Utilizing visible

impact

&developing

MSMEs

capabilities


to take this to

business level

Production process

/quality up

gradation

Very essential




134

wastage

Scope for value

addition

moderate


to MSME terms



stage of production
















135


CONCLUSION

LIST OF CANDIDATES INTERESTED IN THIS CRAFT

No design diversification observed, does not meet the finishing, packaging or labeling standards. Due to lack of market awareness the craftsmen are not aware of recent trends



136

Sl.no

Name Contact no Pdt.range Training

1 Queen Candle unit Manju Boragohain 9854390623 dec. candles yes

2 Chipra decorative candle factory

Chipra Das 9864705619 do yes

3 -

Rabinder Kaur 9508457139 do yes

4 -

Bobby Hazarika not available do yes

5 -

Anjana Upadhayai 9954366726 do yes

6 -

Judi Barua 9859352784 do yes

7 Begum Designer Afreen Khatoon 9954140943 do yes 8

- Priti Das 9706722025 do yes

9 -

Upasana Chetia 9401435377 do yes

10 -

Labanya Baragohain

9854804619 do yes

11 -

Lily Saikia 9859308483 do yes

12 -

Rumi Lama 9859321956 do yes

13 -

Jaya Hazarika 9435562233 do yes

14 -

Devi Baragohain Kalita

9854004876 do yes

15 -

Rupa Gohain Kalita

9864239939 do yes

16 -

Junu Chhetri 8486595180 do yes

17 -

Beauty Phookan 9577112148 do yes

18 -

Binu Das 8486102215 do yes



137

19 -

Farhana Ahmed 8876841106 not available

yes

20 -

Sajda Khatoon mb no- serial 7

not available

yes

21 -

Aruna Gogoi 8720929206 not available

yes

22 -

Ani Haloi 8876206450 not available

No

23 -

Sewali Arandhara 9854847493 not available

No

24 -

Karabi Moran 9706406976 not available

No

25 -

Sushmita Das 9864705619 not available

No

26 -

Jyotsna Begum 9508216531 not available

No

27 -

Tansoi Gurung 9859327592 not available

No

28 -

Sumitra Subba 9854975491 not available

No

29 -

Junu Sonewal not available not available

No

30 -

Amrita Bora not available not available

No

31 -

Deepa Konwar not available not available

No

32 -

Kabita Gogoi 9854556800 not available

No

33 -

Jaya Das 9678491404 not available

No

34 -

Padma Rajkhowa not available not available

No

35 -

Mainu Dutta 8486379397 not available

No

36 -

Ranjana Chetia 9864622230 not available

No

37 Rina Sharma 9613385407 not No



138

- available

CONCLUSION



139

The small town Margherita has a huge potential of talented craftsmen. With their

inherited skill and traditional craft heritage, the decorative candle making sector is

still remains untapped. To help them explore this craft, project initiatives should be

taken into consideration which would eventually help the craftsmen build a

position in the map of Indian Handicraft Industry like Sikkim and

Uttarakhand.Many women are interested in learning this skill in order to augment

their earnings and be not only self-sufficient but also be able to support their

family financially. Making utility candles from paraffin wax is a simple and easy

way to generate cash income in any village or rural area.

The initial experience when one reaches the place is almost disheartening, because

though with potential, the craftsmen are unable to express the best art effect in

Decorative Candle making due to several drawbacks. But, Kudos to those high

spirited women, who in spite of the drawbacks, is ready to plunge into this area

with a leap of faith. To support them the government (state & central), NGOs

should come forward to help them fulfill their dreams and initiate a sustainable

livelihood through Decorative Candle Making.

AUDIT SURVEY SCHEDULE



140

24TH JULY 2013 REACHED GUWAHATI,ASSAM

TO COLLECT NECESSARY

DETAILS ABOUT THE CLUSTER

25TH JULY 2013 DAY-1 VISIT TO THE

INDUSTRY & COMMERCE

OFFICE,MARGHERITA

SURVEY OF MSME

UNITS/ARTISAN

26TH JULY DAY-2 SURVEY OF MSME

UNITS/ARTISANS

27TH JULY DAY-3 SURVEY OF THE

OUTSKIRTS OF MARGHERITA

28TH JULY 2013 DAY-4 SURVEY OF MSME UNITS

AND NEWLY TRAINED

ARTISANS

29TH JULY 2013 MEETING WITH THE

INTERESTED CANDIDATES

WHO ARE INTERESTED TO

LEARN THIS CRAFT,VENUE-

INDUSTRY & COMMERCE

30TH JULY 2013 RETURN TO GUWAHATI



141

31ST JULY 2013 MEETING WITH DESIGNER

MR.PUBERUN SHARMA & VISIT

TO NEDFI OFFICE



142



143



144

BIBLIOGRAPHY

assamethnic.blogspot.com www.webindia123.com http://assamtourism.org/artandcraft.php

http://candlemaking-guidebook.com/decorative-candle-making

http://thecandlemakersstore.com/candle-making/candle-making-packaging-

bags-and-decoration.html

www.made-in-china.com

http://assamethnic.blogspot.com/p/assam-home-decor-handicraft.html

http://www.webindia123.com/craft/state/assam/saree.html

http://assamtourism.org/artandcraft.php

http://thecandlemakersstore.com/candle-making/candle-making-packaging-bags-and-decoration.html

http://thecandlemakersstore.com/candle-making/candle-making-packaging-bags-and-decoration.html

http://www.made-in-china.com/showroom/carspar/product-detailpqcJwdbMbTUx/China-Votive-Candles-Packed-In-PVC-Box-VOTIVE-0004-.html

das report- decorative candle cluster, margherita, assam...

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