design awareness programme (dap)...

Design Awareness Programme (DAP) Report

DESIGN CLINIC SCHEME FOR MSMESIN ASSOCIATION WITH GOVERNMENT OF WEST BENGAL

SUPPORTED BY NATIONAL INSTITUTE OF DESIGN.

Designer: Sudev Kumar Mandal

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Design Awareness Programme (DAP) Report

DESIGN CLINIC SCHEME FOR MSMESIN ASSOCIATION WITH GOVERNMENT OF WEST BENGALSUPPORTED BY NATIONAL INSTITUTE OF DESIGN.

Designer: Sudev Kumar Mandal

A earnest thanks to all those who has helped in the NAS and preparation of the DAP report. I would like to thanks “Kashibati Brush Co-Operative Industrial Society Ltd.” Chief Advisor, President, Secretary and entire team, a special thanks to Mr. Pachu Babu and G.M. District Industrial Officer, South 24 Parganas, W.B.

I would also thanks “Design Clinic Scheme, National Institute of Design”, who has given me an opportunities . This report would have been incomplete without the critical inputs from Mr. Shasank Mehta and Mr. Kirti Parmar Also thanks to Eastern Zone DCS Team Member for cooperating with us in the making of this report.

My special thanks to each individual unit member of this cluster's who has given me their great support during the design audit without their kind involvement & assistance I would have not been able to understand cluster background & their present status. Thus I come up with such informative, structural and analytical and design intervention opportunities.

ACKNOWLEDGMENT

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DESIGN CLINIC SCHEME FOR MSMES

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Design Clinic Scheme for Design Expertise to MSMEs, a unique and ambitious design intervention scheme for the country's large micro, small and medium scale enterprises, is an initiative of Ministry of MSME, Government of India has been launched under National Manufacturing Competitiveness programme. The main objective of the Design Clinic Scheme is to bring MS&ME sector and design expertise into a common platform and to provide expert advice and solutions on real time design problems, resulting in continuous improvement and value addition for existing products.

This model brings design exposure to the door step of industry clusters for design awareness, improvement, evaluation, analysis and design related intervention. Design clinic scheme will assist industrial clusters to open a channel for design information inow for creative, innovative and futuristic approach towards the product, process, operations, manufacturing and business design. The scheme will help generate insight for opportunity identification and design intervention for competitive and breakthrough solutions for MSMEs.

The objective of Design Clinic scheme is to enhance industry competitiveness and productivity with the help of design intervention at various functional levels. Design Clinic Scheme will help MSMEs to develop product/process/business expertise through design intervention at multiple level interactions. Design awareness seminar, design awareness programme and design projects will help MSMEs in various stages to develop competitiveness. The goal is to help MSME manufacturing industries move up the value chain by switching the production mode from original equipment manufacturing to original design manufacturing and hence original brand manufacturing.

The overarching approach in implementing the scheme will be to bring Indian MSME and design experts on a common platform. This will enable the MSMEs to access expert advice and cost-effective solution for their real-time design problems, with some financial support from the Government. The expected outcome of such interventions is new product development or discernible design improvement and value addition for exiting product.

For easy percolation of design thinking and philosophy and maximum benefit for MSME units the Design Clinic Scheme is divided at 3 broader levels. These activities are helpful in smooth transition in to several levels of design intervention in industrial and business activities of MSMEs.

Design Awareness Seminar

Design Awareness programme

Design Projects

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Need Assessment Survey

Design Clinic Workshop

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NATIONAL INSTITUTE OF DESIGN

The National Institute of Design (NID) is internationally acclaimed as one of the foremost multi-disciplinary institutions in the field of design education and research. The Business Week, USA has listed NID as one of the top 25 European & Asian programmes in the world. The institute functions as an autonomous body under the department of Industrial Policy & Promotion, Ministry of Commerce & Industry, Government of India. NID is recognised by the Dept. of Scientific & Industrial Research (DSIR) under Ministry of Science & Technology, Government of India, as a scientific and industrial design research organisation.

NID has been a pioneer in industrial design education after Bauhaus and Ulm in Germany and is known for its pursuit of design excellence to make Designed in India, Made for the World a reality. NID's graduates have made a mark in key sectors of commerce, industry and social development by taking role of catalysts and through thought leadership.

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PREFACE

India is one of the fastest growing economies of the world, but how many are a part of this growth? The fast changing face of technology has driven us towards newer and bigger opportunities, and smaller enterprises hasn't be able to keep with this pace. This report is a way empower one of such micro industrial cluster to keep up with the development that surrounds them. This exercise was a enlightening insight into the lives of these humble artisans, who toil from dawn to night in pursuit of excellence.

This report can be a reference for the future progress of the 22 units and in extension the artisan community of Amtala, Kashibati, South 24 Parganas, West Bengal, who all are associated with the Brush Product.

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CONTENTS

1. NAS 1.L. OBJECTIVES 1.LL. METHODOLOGY 1.LLL. DELIVERABLE 1.LV. DURATION 1.V. PARTICIPANTS

2. INITIAL STUDY 2.L. INTRODUCTION Kashibati Brush Cluster Location Geography Water Resources Climate Demographics Art & Crafts

2.LL. KASHIBATI BRUSH INDUSTRY 2.LLL. EFFECT OF BRUSH PRODUCT INDUSTRY

3. CLUSTER INFORMATION 3.L. CLUSTER LOCATION MAP 3.LL. CLUSTER HISTORY 3.LLL. REASONS BEHIND DEVELOPMENT 3.LV. EXISTING PRODUCTS

4. CRITICAL STUDY 4.L. INFRASTRUCTURE Tools Used Machines Used Skills Required Raw Materials Workstation Ergonomics

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4.LL.PROCESSES Manufacturing Process Raw material procurement Sorting Sizing & shaping Drying Treatment on wood and Hire Colour Application Sorting of Products Packaging Display of Products

4.LLL. MARKET SCENE Present Marketing Scenario and competition Buyer's Behavior Business model Merchandising

4.LV.UNIT STUDY 4.V.EXCEPTION

5. CONCLUSION

5.L.APPRAISAL SWOT Analysis Concerning issues Summarized interventions Existing Marketing Model Suggested Marketing Model Scope for Research & Development Proposed Product Range Designer Products Future Vision

6. DESIGN CLINIC WORKSHOP

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NEED ASSESSMENT SURVEY


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1. NAS1.I. OBJECTIVE

The primary objective of NAS or Need Assessment Survey is to generate a information base for the allocated cluster as a part of the Design Clinic Scheme for MSMEs. This information base will contain the following:

Materials and management The work ow pattern Raw materials and other resource management Special skills and techniques Tools and Technology

Manufacturing unit Efficiency of workstations Available infrastructure Capacity and labour inputs

Product design Form and finishing Aesthetics Market demand and customer needs Present competition

Packaging

Logistic and Storage

Exhibition

Display and Merchandising

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1.II. METHODOLOGY

MSME DESIGN CLINIC SCHEME BRIEFING

Physical Intervention

Immediate Intervention

Intermediate Intervention

Strategic Intervention

Long Term Intervention

Lateral Study

Market Study Literature Study

Preliminary Study and Interactive Group Discussion

Interactive Survey Photographic Survey Questionnaire Survey

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DESIGN CLINIC WORKSHOPS

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Design Clinic Scheme MSME expects participants to make a through report on the selected cluster with special attention to the specific need and problem areas of the respective cluster.

A strong involvement is required for creation of a extensive knowledge base of the cluster for any future reference as well as interventions. The designer is required to be understanding and compassionate about the needs of the cluster and their particular set of skills in the appraisal of the cluster. Personal interaction and on-the-ground study will help in making a focused but extensive report.

1.III.DELIVERABLE

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THE NAS WAS CONDUCTED FOR KASHIBATI BRUSH CO-OPERATIVE INDUSTRIAL SOCIETY LTD. WITH SPECIAL INPUTS FROM THE G.M, DISTRICT INDUSTRIAL OFFICER, SOUTH 24 PARGANAS, MR. SUDEV KUMAR MANDAL WITH NID AND MSME.

1.IV. DURATION

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THE INITIAL SURVEY STARTED ON 22ND JULY' 2012 AND CONTINUED TILL 19TH AUGUST' 2012. INTERACTION WITH THE ARTISANS, VISIT TO THE INDIVIDUAL WORKSHOPS AND MANUFACTURING UNITS ALONG WITH PHOTOGRAPHIC STUDY WAS A PART IN THIS

SURVEY. 24TH AND 25TH AUGUST' 2012 WAS DEDICATED TO MARKET STUDY AND INTERACTION WITH THE RETAILERS IN KOLKATA CITY.

1.V. PARTICIPANT

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2. INITIAL STUDY

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Kashibati Brush Cluster:

Handicrafts sector occupies an important place in the economy of West Bengal as it contributes significantly to employment generation and export earnings. The economic importance of the sector also lies in its high employment potential, low capital investment, high value addition and a constant, if not increasing, demand both in the domestic and overseas markets. The sector provides employment to more than 3 lakh craft persons mostly from rural areas.There is one name – Brushes of Kashibati (PO Chandandaha, PS Vishnupur, District South 24 Parganas), which seems to play an important role in the export market of utility-cum- decorative products. This industry is spread all over the area, including Kalipur, Bhatjangla, Pal Para, Halder Para, Sandhya Para etc. There are many small units which are employing the similar process of manufacturing and producing similar products but facing similar opportunities and threats.Brushes are procured from Kashibati Brush Cooperative Industrial Society Limited where they are made by local village artisans – both male and female. Various kinds of brush like shoe brush, painting brush, paint brush, hair brush and toothbrush are produced here and then procured by Equitable Marketing Association (EMA).However, today this Kashibati cluster can further be sub-divided into approx 21 individual units which employed about 100 artisans till present date.This report is a unit level report of Interactive Study of Brushes of Kashibati, under the premise of MSME scheme.

2.L. INTRODUCTION

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Kashibati is a neighborhood of Amtala – a major junction on Diamond Harbour Road connecting Kolkata and the Sunderbans – in South 24 Parganas district, in the state of West Bengal. It is the centre for the production of various kinds of brushes, often referred to as Kashibati brushes.

Geographical Location:Amtala, Kashibati is located at 22.22°N 88.17°E.

Amtala is on Diamond Harbour Road (NH 117), where the transport communication is very good. It is a base of bus route like 83 (up to Babughat), SD-16, Raichawk, SD-18, SD-76, SD-9, SD-9/1, SD-19, CSTC towards Kakdwip or Namkhana, 235, Amtala-Dakshineshwar, Amtala-Howrah, 76A, etc. From Kolkata, the journey time is 2½ hours and one can return the same day.

Cycle vans, auto rickshaws and trackers are also available for travelling locally.

Water Resources:There is no river as such in and around Kashibati; hence the local ponds are one of the main sources of water. However, alternative arrangements are also available. It is one of the wards of Amtala Municipality which has started receiving piped water from 2006.

2.L. LOCATION

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The general climate of the place remains hot and humid, except the months of December and January.

As a whole, Amtala is a census town under Vishnupur police station of Alipore Sadar subdivision in South 24 Parganas district in the Indian state of West Bengal. South 24 Parganas is an important district of West Bengal State with its district headquarters in Alipore. It has the urban fringe of Calcutta on one side and the remote revering villages in the Sunderbans. Amtala has is a huge economic center with people coming from all four directions, i.e. from Budge-budge in the West, Kolkata in the North, Diamond Harbor in the South and Baruipur in the east for trade. It is also an agricultural distribution centre. The economy is primarily based on small- to medium-scale agro-industries and trade; though the local people are also engaged as government service holders, lawyers, computer professionals and businessmen.The surrounding region produces rice, jute, ceramics, mangoes, cattle, poultry and fish; hence there is a demand for building large food storage, refrigeration and processing plants. However, with the economic boom in India in the 21st century, there have been some major industrial investment proposals for the region.

CLIMATE

DEMOGRAPHY

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2.L. ART AND CRAFTS

Making of various kinds of brush like shoe brush, painting brush, paint brush, hair brush and toothbrush is the main craft of Kashibati. It's an industrial skill that has passed down through generations and has almost been traditionalized.

Apart from this, the local villagers are also engaged in other crafts like Shola cutting & crafting, coconut fibre works, cane (beth) works, tie & dye, jori works, embroidery, soft toys making, ornamental fishing for aquarium, plant nursery, various decorative works, baked rice (muri) etc.

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2.LL. KASHIBATI BRUSH INDUSTRY

The nomenclature 24-parganas has been in vogue since 15 July, 1757, when Meer Zafar became the Nawab of Bengal and ceded to the East India Company the rights of 24 Mahals (i.e., 24 units of granted land).

The district of 24-parganas started taking shape under clause nos.2, 3 and 9 of the regulation of 1793. The respective jurisdictions of the civil and criminal courts for the district and revenue jurisdiction of the district collector were demarcated by the regulations. This arrangement remained valid till 1800.

The present district of south 24 Parganas came into existence on 1st of March, 1986. It then comprised of two sub divisions- Alipore and Diamond Harbour and of 30 Blocks. Presently there are 5 Subdivisions (Alipore, Baruipur, Canning, Diamond Harbour and Kakdwip), 29 Blocks and 7 municipalities.

Through its years of struggle against hunger, malnutrition and injustice, West Bengal has been home to many innovations in tackling poverty since pre independence period. And in this process, it has developed a wide range of local crafts primarily for sustenance and gradually leads towards excellence.

The nomenclature 24-parganas has been in vogue since 15 July, 1757, when Meer Zafar became the Nawab of Bengal and ceded to the East India Company the rights of 24 Mahals (i.e., 24 units of granted land).

The district of 24-parganas started taking shape under clause nos.2, 3 and 9 of the regulation of 1793. The respective jurisdictions of the civil and criminal courts for the district and revenue jurisdiction of the district collector were demarcated by the regulations. This arrangement remained valid till 1800.

The present district of south 24 Parganas came into existence on 1st of March, 1986. It then comprised of two sub divisions- Alipore and Diamond Harbour and of 30 Blocks. Presently there are 5 Subdivisions (Alipore, Baruipur, Canning, Diamond Harbour and Kakdwip), 29 Blocks and 7 municipalities.

Through its years of struggle against hunger, malnutrition and injustice, West Bengal has been home to many innovations in tackling poverty since pre independence period. And in this process, it has developed a wide range of local crafts primarily for sustenance and gradually leads towards excellence.

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INCREASED SCOPE OF EMPLOYMENT

WOMEN EMPOWERMENT

IMPROVED STATE OF ECONOMY

HIGHER STANDARD OF LIVING

MORE COMMUNICATION WITH THE OUTER WORLD

2.LLL. EFFECT OF BRUSH PRODUCT INDUSTRY

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3. CLUSTER INFORMATION3.L. CLUSTER LOCATION MAP

KASIBATI

KASIBATI Kashibati is located at 22.22°N 88.17°E.

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In the year 1940, a person named PRABODH MAITY came from Champatala (Amherst Street) of Kolkata and started to stay at Kashibati. He introduced the brush-making techniques in this locality and stared the production.The local villagers took interest in this trade and gradually the entire village started to produce brushes in order to meet various orders of various scales. Thus Kashibati brushes became extremely popular in the markets of Kolkata and other neighbouring cities and thus a cluster was formed.Within 2 decades, this small scale industry gained both vitality and popularity. As a result, in the year 1963, 'Kashibati Brush Cooperative Industrial Society Ltd' was formed. This society started to work with a very small shared capital and later on managed to get a huge order from 'Bata India Ltd'. This helped them to earn a considerable amount of money. Hence, the society started to produce brushes for both the local market and various companies. Even it started to export abroad through 'Equitable Marketing Association'. By this time, Kashibati Brushes became quite well-known and popular all around India. It participated in the International Trade Fair at the Pragati Maidan, New Delhi, and took the first position among all the small scale industries of India. There the Kashibati Brushes were succeeded to earn even international acclamation.But today things have changed a lot. The society couldn't retain its position for long. For several reasons they failed to sustain in the market with the same vigour and vitality, affecting around 12000 workers and artisans in trouble. Basically, it's the executive committee, which couldn't function and run the society well. As a result, the large scale orders have stopped today. Now, the production depends only on the local market and the market in and around Kolkata. Many of the artisans are highly indebted to the moneylenders. As a whole, the Kashibati Brush Cluster is in a deteriorating condition. The Govt and other NGOs must intervene into the matter immediately in order to save this craft-tradition.

3.LL. CLUSTER HISTORY

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11THE PERSON WHO LEARNED THIS CRAFT FROM THE BRITISH WAS A RESIDENT OF THIS AREA.

22THE LOCAL PEOPLE ACCEPTED THE CRAFT AS AN ALTERNATIVE SOURCE OF INCOME

33AVAILABILITY OF RAW MATERIALS LIKE WOOD, PALM FIBRE, ANIMAL HAIR ETC

44SUPPLY OF CHEAP LABOUR

3.LLL. REASONS BEHIND DEVELOPMENT

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SHOE BRUSH BANISTER BRUSH CARESSING WASHING BRUSH COAT BRUSH

BASIN BRUSH SINK BRUSH WIRE BRUSH SALOON BRUSH

COMPUTER BRUSH CARPET BRUSH BRUSH (WIRE INTEGRATED) TOILET BRUSH

3.LV. EXISTING PRODUCTS

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PAINT BRUSH ART BRUSH DOG BRUSH

MASSAGE BRUSH SHAVING BRUSH NAIL BRUSH BABY BRUSH

WATCH BRUSH

HAIR BRUSH BEARD BRUSH MACHINERY BRUSH HOB BRUSH

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4. CRITICAL STUDY

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Better tools can be designed for finishing as this stage decides the grade of the product. Even a small negligence can decrease the quality of the products.

New tool can be designed keeping in mind the workers requirement and a sufficient light and better tools need to be present at the workstation which always enhance the work efficiency and product quality.

TOOLS USED:

4.L. INFRASTRUCTURE

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MACHINES USED

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MACHINES USED

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SKILLS REQUIRED:

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FINISHING

INSERTION

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4

COLOURINGAND

POLISHING

3

2

KNITTING

WOODCARVING

1HAIR, FIBRE AND METAL

WIRE SORTING AND

DYEING

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DIFFERENT SKILLS REQUIRED

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RAW MATERIALS:

Wood

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WORKSTATION ERGONOMICS:

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Absence of proper source of light.

In most of the cases they don't have any

separate workstation. Household spaces are

used as working places.

Inadequate space. Also, they have been

put together to proceed with the

process and do not consider safety, health

and semantics.

Lack of infrastructure. The existing practices

are very make shift and not designed keeping

in mind the work habits and ergonomic

positions.

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01 02 03 04

Less capacity of storage

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WORKSTATION ERGONOMICS:

There is scope to redesign the

workstation, keeping the fabrication space very organized and proper light vision

which would maintain the quality even

working at night sift also.

Unplanned use of working space. All the small palm-fibre dust

particles are dangerous for workers which may cause many internal diseases and affect their health and also the production.

05 06 07

4.LL.PROCESSES

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Raw MaterialProcurement

Sorting Sizing & Shaping

DryingTreatment on Wood, Hire & Fibre

Colour Application

Finishing Product Sorting Packaging

Manufacturing Process:

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RAW MATERIAL PROCUREMENT:

Wood is procured from nature – either locally or imported from other provinces

Animal hair is collected locally from Park Circus tanneries, Kolkata. Some are also imported from other areas of the country like Uttar Pradesh,etc.

Synthetic fibre, metal wire and colours are collected from Burra Bazar area in Kolkata

SORTING:

ISSUES:

Wood to be sorted on the basis of size and shape.

Hair, fibre and metal wire to be sorted on the basis of length and character.

Manual process of sorting is time consuming.

Human errors may lead to poor quality of production.

RECOMMENDATION:

An organized training program needs to be introduced for the enhancement of their skills.

Laborers need to be well aware of the exact variety of production for which he is sorting the hair, fibre or metal wire.

Sorting and sizing

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SIZING AND SHAPING:

ISSUES:

Casual practices to sizing or shorting products- unaligned, uneven finish goods.

Repairing lead to time consumption and material wastage. Need to take care of pasting surface while buffing.

Improper finishing due to casual attitude or working without any marking.

Finishing with traditional tools implies the human error in quality production.

Finishing is time consuming, owing to human errors.

RECOMENDATION:

Need to improvise the skill and practices while sizing or sorting of the products.

Need to develop jigs and fixtures for better material positioning during manufacturing process.

Awareness amongst workers.

Need to study and redesign the tools in order to maintain proper standards.

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Sizing and shaping of hair

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DRYING:

ISSUES

Weather contact and aging would affect the quality of raw materials.

Drying in open space is not a suitable option, which affects the quality of materials and the environment as well.

RECOMENDATION

Mat to be used under the raw materials while drying, in order to avoid unwanted substances.

Proper space need to be arranged for the drying of raw materials.

The dried materials should be kept under proper cover in order to avoid quick aging.

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TREATMENT ON WOOD AND HIRE:

ISSUES:

Dripping colour from the wooden handle may spoil the other handle hanged lower side.

Use of two different wood or colour as a surface decoration which can be taken further.

It could be an opportunity to develop some new products using the huge amount of waste materials

The colour goes directly to the open area, causing environmental pollution.

Surface embellishment has already developed an opportunity to set a new market.

RECOMMENDATION:

Wastage can be used in other products and their development.

Water filtration need to be done to ponds, polluted in the course of production.

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COLOUR APPLICATION:

ISSUES:

Production of many of the old items has stopped

Colours and patterns are quite limited in variation

Defects occur due to manual error like bad finishing and poor colour-application

Much colours and patterns have not been developed from past to present

Often the designs and colours of the existing products are copied from the available designs in the market

Natural colour of the raw wood – even after having a lot of aesthetic possibilities – is never used as the surface colour.

RECOMMENDATION:

Awareness program need to arranged in order to develop their aesthetic sense.

More colours and patterns need to be developed on the basis of usages.

Modern trends of colouring like Pew-finish, use of eco-friendly pigments etc could be introduced.

New innovative products could be developed on the basis of available materials.

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SORTING OF PRODUCTS:

ISSUES:

Sorting of the finished products is done arbitrarily on the basis of amount of order placed. The better qualities go to the higher orders.

Sometimes produced articles of various standards are mixed together leading towards degradation of goodwill in the market.

As a result often they do not get the desired price.

RECOMMENDATION:

More scientific sorting procedure need to be introduced.

Sorting should lead to categorization of the products in various grades according to the finished standards. This will help them to acquire best possible prices from the market.

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PACKAGING:

ISSUES:

Lack of proper packaging system often lead to damage of products and reduction of quality.

Use of ordinary box-packing.

No separate packaging according to various products and their grades.

No visual identity, grading and quality information over the packet.

RECOMMENDATION:

Interventions are required for cheap, affordable and hygienic packaging.

Logo, graphics and description of product need to be used on the packets for enhancement of visual communication and the products appeal

Classified grades of various products might help a unit to establish its own brand identity

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USUALLY THE PACKAGING OF THESE BRUSHES IS DONE IN THREE DIFFERENT WAYS:

Here they use only paper and plastic for wrapping and put them in corrugated or ordinary paper box which are locally available. But some of them use thermocol and bubble sheet for inter-state or international delivery of their products.

The finished products are sent to the destinations by various modes of transport like bicycle, rickshaw, van rickshaw, matador, bus, train etc. They are even sent by air in case of orders from far away cities in India and abroad.

Sometimes, they are also carried in jute bags – in case of small quantity or the nearer destinations.Finally, the brushes reach in various corners of the country and abroad to be sold in various shops, fairs etc. Representative samples are sold from the local counters at Kashibati and Amtala as well both by the artisan or their relatives.

PLASTIC WRAPPING PAPER WRAPPING BOX PACKING

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LOADING AND TRANSPORTATION:

ISSUES:

The loading methods, means of transport and roads condition are not good enough.

Crowded locality of the cluster and poor condition of the roads do not permit them to load large amount of product together. Hence, in such cases, the transportation cost goes high.

RECOMMENDATION:

Need to avoid improper loading which causes damage of the products.

The cluster needs to transport their products together hiring bigger vehicle to reduce the expenses.

Internal roads should be wider and smoother to ease large scale transportation.

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DISPLAY OF PRODUCTS:

ISSUES:

Cluttered display of brushes always affect the visual impact of the customer, who goes to choose and place order.

RECOMMENDATION:

Very few units have a quality space and proper display racks.

A proper understanding needs to be developed on scientific and aesthetic display and its requirement in improving the business.

An awareness program needs to be arranged regarding visual merchandising and its effectiveness.

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PRESENT MARKETING SCENARIO AND COMPETITION:

Artisans are mostly dependent on mediators, wholesalers, retailers and exporters for the marketing of the product.

Almost none of the units have their own local outlets in order to fulfill their needs. On the other hand, most of them do not have direct linkages to the larger market for the sale of their products.

Sometimes, the use of inferior quality local paint and other materials makes it difficult to be sold in today's International Market, which has turned absolutely corporate in nature.

Wood and natural fibre brushes are facing unhealthy competition from products made of plastic and artificial fibre.

There is no proper costing procedure.

Role of mediators is not decided.

BUYER'S BEHAVIOR:

Customers value utility-cum-decorative products and appreciate the uniqueness of the product.

The most valued features are usefulness, ethnicity and authenticity.

Future Demands -- good quality and new range of products.

More inclination towards modern designs and patterns.

4.LLL. MARKET SCENE

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MERCHANDISING:

ISSUES:

Very few units have a proper display area/ showroom.

The brushes are displayed in a very random way which may lead to confusion for the buyer instead of impressing him/her.

Artisans and even the wholesalers find difficulty in communication especially during the orders from the other states or abroad. It is because most of the people involved in this trade are either uneducated or unaware.

No brochure, leaet or tag is being used.

RECOMMENDATION:

Need a good display design and brochure which would help in expanding and communicating to target market.

Product should be designed and displayed in a series, so that they can be arranged as a thematic content, pattern or color. This would make the buyers to appreciate and purchase the products.

Utilitarian products like these should always be innovative in design and approach so that the brushes of Kashibati would reach to maximum number of people.

Make awareness about GI (Geographical Identification) mark for their products, which would help them to show their identity.

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4.LV. UNIT STUDY

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01 PRAKASH SAMANTA

9674587028

PROPRIETOR:PRAKASH SAMANTA

VILL: KASHIBATI, P.O: CHANDANDAHA,

P.S: BISHNUPUR, DIST: 24 PARGANAS (S),

PASCHIM BANGA

02 GANESH JANA

9836797992

PROPRIETOR:GANESH JANA



PASCHIM BANGA

63

03 AJAY JANA

9903889904

PROPRIETOR:AJAY JANA



PASCHIM BANGA

04 KARTICK JANA

9163483279

PROPRIETOR:KARTICK JANA



PASCHIM BANGA

64

05 KARTICK SAMANTA

8017127366

PROPRIETOR:KARTICK SAMANTA



PASCHIM BANGA

06 GAUTAM SAMANTA

9903879355

PROPRIETOR:GAUTAM SAMANTA



PASCHIM BANGA

65

07 DILIP SAMANTA

9748026003

PROPRIETOR:DILIP SAMANTA



PASCHIM BANGA

08 ARABINDA BHOWMIK

9836306782

PROPRIETOR:ARABINDA BHOWMIK



PASCHIM BANGA

66

09 GANDHI SAMANTA

9163964170

PROPRIETOR:GANDHI SAMANTA



PASCHIM BANGA

10 TARAPADA MONDAL

9748161826

PROPRIETOR:TARAPADA MONDAL



PASCHIM BANGA

67

11 GOBARDHAN SIKDAR

PROPRIETOR:GOBARDHAN SIKDAR



PASCHIM BANGA

12 GURUPADA BRUSH WORK

8420102211

PROPRIETOR:GURUPADA BAG



PASCHIM BANGA

68

13 AMRITA WOODEN PRODUCTS

9903734125

PROPRIETOR:AMRITA BAG



PASCHIM BANGA

14 SANKAR BAG

9231303670

PROPRIETOR:SANKAR BAG



PASCHIM BANGA

69

15 KARTICK GHORUI

8013230886

PROPRIETOR:KARTICK GHORUI



PASCHIM BANGA

16 TARUN JANA

9163335076

PROPRIETOR:TARUN JANA



PASCHIM BANGA

70

17 AMAR BAG

PROPRIETOR:AMAR BAG



PASCHIM BANGA

18 SUBAL MAJI

9231199974

PROPRIETOR:SUBAL MAJI



PASCHIM BANGA

71

19 AMAL MAJI

PROPRIETOR:AMAL MAJI



PASCHIM BANGA

20 ANIL MAJI

PROPRIETOR:ANIL MAJI



PASCHIM BANGA

72

21 TAPAN SAMANTA

PROPRIETOR:TAPAN SAMANTA



PASCHIM BANGA

22 GANESH SAMANTA

9163606579

PROPRIETOR:GANESH SAMANTA



PASCHIM BANGA

73

23 MONY INDUSTRIES

9477093868

PROPRIETOR:SUDIPTA BAG

VILL: NANDABHANGAP.O: KANGANBERIA

P.S: BISHNUPURDIST: 24 PARGANAS

PASCHIM BANGA

24 SHIBAM ENTERPRISE

9831760358

PROPRIETOR:NAREN HUDAIT

VILL: NANDABHANGAP.O: KANGANBERIA

P.S: BISHNUPURDIST: 24 PARGANAS

PASCHIM BANGA

74

25 PANCHU GHORUI

9800357234

PROPRIETOR:PANCHU GHORUI

VILL: CHAKSRIKRISHNAPURP.O: SUKDEVPURP.S: BISHNUPUR

DIST: 24 PARGANAS (S)PASCHIM BANGA

The Kashibati Brush Cluster is a unit cluster, where many units – comprising mostly the family members – are working together, sharing if not the same workstation, but the same working conditions. All the units work under the supervision and guidance of Kashibati Brush Cooperative Industrial Society Limited.

The units are not independent producers. They acquire raw materials through the society and divide different stages of production procedure among themselves. Some of them buy readymade parts and merely do the job of assembling. But, none of the units have their own machines and tools. Whenever such requirement occurs, they come to the Society and use the common infrastructure that is available for all.

As a whole, all the units are employing a similar process of manufacturing, producing similar products and facing similar opportunities and threats. Hence, instead of the unit wise details, a common description about the cluster will give us quite a clear and appropriate picture.

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In some of the cases, introduction of automation has resulted in reduction of manual labour which haslead towards de-employment. Many of the craftsmen, especially women, are losing their work asmachines are substituting them to a large extent.

Comparatively smaller units are no being able to sustain in the competitive market for not being able to investin automation of the production.

The production procedure is no more remaining eco-friendly, resulting towards environmental pollution invarious degrees. At the same time, craftsmanship is also being highly damaged as minute skills are not indemand any more.

Many units are using their woodcarving skills in producing other utility objects like wooden toys, boxes,acupuncture accessories, hairpins, combs etc.

Many of the units have shifted to the plastic products for cheap labour and easy production process. Besidethis low production cost and high demand in market are also working as the driving force behind this.

4.V. EXCEPTION

Aspiration mapping:

As has been observed from the current study the aspiration of the people of “Kashibati Brush Cluster” is limited. As a basis for description, the model of Mass-Low need Hierarchy can be taken:

It can be said with some conviction on the basis of informal talks and observations that the aspirations of the people are mainly towards basic needs and security needs with marginal inuence of emotional needs. The marginality of emotional needs may stem from the fact that the people are extremely occupied with their work for most of the time of the day, chasing tight deadlines. Thus complex emotional aspiration may have taken a backseat. Further studies may throw greater light upon this fact.

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5. CONCLUSION5.L. APPRAISAL

EMOTIONAL SECURITYBASIC

SWOT ANALYSIS:

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LOW INVESTMENT INFRASTRUCTURE

IT HAS ALREADYDEVELOPED AS A

SYMBOL OF CRAFTHERITAGE

SCOPE OF BLENDINGWOOD AND NATURAL

FIBRE BRUSHES WITHOTHER CRAFTS OF

UTILITARIANACCESSORIES ETC.

MODERN DESIGN,STYLE AND MOTIFS

ARE THE MOST IMPORTANT ELEMENTS,

WHICH ADD A LOTOF VALUE TOTHIS CRAFT

RAW MATERIALS AREAVAILABLE AT LOW COST

STRENGTH

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WEAKNESSES

REGULAR DEGRADATION IN THE QUALITY OF DESIGN AND PATTERN AT THE PRODUCTION LEVEL

NO TESTING LAB FOR RESEARCH AND TECHNICAL SUGGESTION

COMPLETION OF ORDERS NOT ON TIME DUE TO LABORIOUS AND TIME TAKING PROCESS

APPROPRIATE PROCESS OF COSTING IS NOT FOLLOWED BY SOME ARTISANS. SUDDEN CHANGES IN PRICES

PRESENCE OF MOISTURE ABSORBING COMPONENT IN BODY

ARTISANS ARE MOSTLY DEPENDENT ON MEDIATORS, WHOLESALERS AND EXPORTERS FOR MARKETING OF THE PRODUCT

THERE IS NO PROTOCOL TO CHECK THE QUALITY OF THE PRODUCTS AND PROCESS AT VARIOUS LEVELS

THE UNITS DO NOT HAVE MARKETING ARRANGEMENT FOR A LARGER DIRECT SALE OF GOODS

LACK OF INFRASTRUCTURE FOR STORAGE OF RAW MATERIAL, DRIED FIBRE AND WOOD, PAINTED HANDLES AND THE FINISHED ONES

DUE TO ILLITERACY AND UNAWARENESS THEY ARE LESS CAPABLE IN COMMUNICATION AND UNABLE TO AVAIL THE BENEFITS OF GOVERNMENT POLICIES

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OPPORTUNITY

NEW DESIGN INTERVENTIONS ARE URGENTLY REQUIRED IN THE FIELD OF CONTENT, BODY COMPOSITION,

TOOLS, AND MACHINES

PROVISION OF LOAN AND PROFITABLE POLICIES FOR SMALL

UNITS

SCOPE TO DEVELOP NEW DESIGN PATTERNS ACCORDING TO THE NEED

OF THE CURRENT MARKET

THERE IS AN OPPORTUNITY TO EMPLOY MORE WOMEN IN THIS SECTOR, AS THEY CAN WORK IN

VARIOUS STAGES OF THE PROCESS. IT IS ALSO POSSIBLE TO CONTINUE

WITH THE PRODUCTION PROCESS IN SMALL GROUPS

MORE SCOPE IN THE EXPORT MARKET

MORE SCOPE OF EMPLOYMENT BY INVOLVING OTHER CORRELATED

CRAFTS

EASY AVAILABILITY OF RAW MATERIAL

VOCATIONAL TRAINING OF MAKING SMALL UTILITY PRODUCTS LIKE

ARTISTS' BRUSHES, BROOMS AND OTHER LIFESTYLE ACCESSORIES COULD BE HELPFUL TO PROVIDEEMPLOYMENT THROUGHOUT THE

YEAR

COMMON FACILITY CENTER FOR RAW MATERIAL COULD BE

DEVELOPED. STANDARD QUALITY OF RAW MATERIALS CAN BE PROVIDED TO ARTISANS AND MANUFACTURER

THROUGH THOSE COMMON CENTERS

TRAINING PROGRAM SHOULD BE ARRANGED. IT SHOULD LOOK INTO

THE RAW MATERIAL AND THE PRODUCTS IN VARIOUS LEVELS OF PRODUCTION PROCEDURE. SO THE QUALITY OF THE PRODUCTS CAN BE

IMPROVED

AWARENESS PROGRAM FOR CRAFT IDENTITY SHOULD BE HELD TO

COMMON PEOPLE TO MAKE THEM AWARE ABOUT THE IDENTITY AND VALUE OF THIS CRAFT. IT CAN BE DONE IN THE EXHIBITIONS AND

FAIRS

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LACK OF UNITYYOUNG GENERATION IS NOT

INTERESTED IN TAKING THIS CRAFT AS THEIR PROFESSION

BECAUSE OF LESS EDUCATION THE CRAFT PEOPLE WILL NOT BE ABLE TO FOLLOW THE PROPER PROCESS OF COSTING AND TO DEAL WITH A

BUYER. SO SOMETIMES THEY HAVE TO SELL THEIR PRODUCTS IN MINIMUM MARGIN OR AT THE

COST RATE ONLY

IF THE QUALITY IS NOT MAINTAINED ANYWHERE IN THE ENTIRE PROCESS – PRODUCTION,

PACKAGING AND TRANSPORTATION – THERE IS ALWAYS A HIGH

CHANCE OF REJECTION IN THE EXPORTS. FINALLY, IT COULD ALSO REDUCE THE POSSIBILITIES IN THE

INTERNATIONAL MARKET

NO SCOPE TO REGULATE AND JUDGE THE REASONS, IF THERE IS SUDDEN INCREASE OF DAMAGE OR DEFECTS OCCURRED DURING THE

PRODUCTION PROCESS

ARTISANS ARE NOT ABLE TO COMMUNICATE TO BUYERS ABOUT

THEIR CRAFT

UNHEALTHY COMPETITION WITH CHEAPER PRODUCTS MADE OF

PLASTIC AND OTHER ARTIFICIAL FIBRE. SIMILAR LOOKING

PRODUCTS – MADE IN OTHER MEDIUMS – ARE AVAILABLE IN

MARKET

DUE TO NO REASONABLE WAGES, LABORIOUS WORK, AND REGULAR JOB – ARTISANS ARE MIGRATING

TO OTHER REGULAR JOBS IN CITIES LIKE KOLKATA, CHENNAI,

BANGALORE,MUMBAI, DELHI ETC

NEW TREND OF PRODUCING CHEAPER BRUSHES, WITH THE

LATEST TRENDS IN APPROACH AND FINISH, ARE VISIBLE IN THE OPEN

MARKET

THREATS

CONCERNING ISSUES

OWNER'S VISION

QUALITY OF RAW MATERIAL AND SKILLS

MANAGEMENT EFFICIENCY

OVERHEADS AND MAINTENANCES, ELECTRICITY

MARKETS CATERING

TRANSPORTATION STACKING SPACE PACKAGING

PRODUCTIONCAPACITY

WASTE % AT EVERY STAGE

SKILLS + WORKERS AVAILABILITY

QUALITY CHECK & STANDARDIZATIONS

UNIT LEVEL:

WORK ENVIRONMENT TIME MANAGEMENT/UNORGANIZED

WORK STATION & TOUGH JOB

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DOESN'T HAVE A TRUST WORTHY ASSOCIATION

DIVERSIFICATION TOWARDS OTHER JOB–

DUE TO BETTER PAY

CASUAL ATTITUDE ALMOST ALL WORKERS ARE FROM

THEIR OWN FAMILY

COMPETITION WITHIN THE CLUSTER AS A THREAT,

DECREASES THE PRODUCTS RATE

SOMETIMES HIRE NEIGHBORS WHO MIGHT SHIFTS FROM

ONE UNIT TO ANOTHER

SUPPLY OR GET ORDER THE SAME DESIGN OR

ALTER WITH ALL

INTERNAL ROADS DON'T ALLOW REACHING

BIGGER LORRY

RAW MATERIAL FROM SAME PLACE AFFECTS ALL

WATER POLLUTION AND ELECTRICITY CONSUMPTION

WOMEN ARE GETTING LESS PAY

COOPERATION IN SHARING FACILITIES

NO ONE STICKS TOPRICES COMPETE WITHIN

BETTER RAW MATERIALSCONTROL OVER PRICES

CLUSTER LEVEL:

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83

COUNTRYWIDE:

TECHNICAL SUPPORTBY TRAINING CAMP

TECHNOLOGYINNOVATION AND RESEARCH

& DEVELOPMENT

YOUNGER GENERATION, TOTAKE UP RESPONSIBILITY

ILLEGAL ACCESS OF SUNDER-BAN TO COLLECT

BETTER WOOD AS A RAW MATERIAL

WORKERS POLICIESAT NATIONAL LEVEL/WEST BENGAL GOVT.

TRANSPORTATIONAND CONNECTIVITY

LOAN POLICIESAND SUBSIDIES

LACK OF BETTERAWARENESS

RURAL TRENDS/SCHEMES URBAN TRENDS BETTER EDUCATION

BRAND IDENTITY FOOD & HEALTH

SORTING:

An organized training program needs to be introduced for the enhancement of their skills.

Labourers need to be well aware of the exact variety of production for which s/he is sorting the hair, fibre or metal wire.

SIZING & SHAPING:

Need to improvise the skill and practices while sizing or sorting of the products.

Need to develop jigs and fixtures for better material positioning during manufacturing process.

Awareness amongst workers.

Need to study and redesign the tools in order to maintain proper standards.

DRYING:

Mat to be used under the raw materials while drying, in order to avoid unwanted substances.

Proper space need to be arranged for the drying of raw materials.

The dried materials should be kept under proper cover in order to avoid quick aging.

TREATMENT ON WOOD & HIRE:

Wastage can be used in other products and their development.

Water filtration need to be done to ponds, polluted in the course of production.

COLOUR APPLICATION:

Awareness program need to arranged in order to develop their aesthetic sense.

SUMMARIZED INTERVENTIONS:

84

More colours and patterns need to be developed on the basis of usages.

Modern trends of colouring like Pew-finish, use of eco-friendly pigments etc could be introduced.

New innovative products could be developed on the basis of available materials.

SORTING OF PRODUCTS:

More scientific sorting procedure need to be introduced.

Sorting should lead to categorization of the products in various grades according to the finished standards. This will help them to acquire best possible prices from the market.

PACKAGING:

Logo, graphics and description of product need to be used on the packets for enhancement of visual communication and the products appeal

Classified grades of various products might help a unit to establish it's own brand identity

LOADING & TRANSPORTATION:

Need to avoid improper loading which causes damage of the products.

The cluster needs to transport their products together hiring bigger vehicle to reduce the expenses.

Internal roads should be wider and smoother to ease large scale transportation.

DISPLAY OF PRODUCTS:

Very few units have a quality space and proper display racks.

A proper understanding needs to be developed on scientific and aesthetic display and its requirement in improving the business.

An awareness program needs to be arranged regarding visual merchandising and its effectiveness.

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CRAFTSMAN

MIDDLEMAN

EXPORTERWHOLESALER

MIDDLEMAN

RETAILERINTERNATIONAL

BUYERS

OUTLETS

CUSTOMERS

BUYERS

COUNTRYWIDE:

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87

SUGGESTED MARKETING MODEL:

SELF HELP GROUP IN CLUSTER

CLIENTS NGO DIRECT SALE

EXPORTERS NATIONAL MARKET BUYERS

INTERNATIONAL MARKET INTERNATIONAL BUYERS OUTLETS

CUSTOMERS

PALM-FIBRE OR COCONUT-FIBRE BRUSH

It could be introduced and established as a green product, which could subsequently enrich the existing product-range

This is widely available in the local market and quite cheap in price which would lead to a lesser production cost and higher marginal profit

It has a huge demand abroad, both as an eco-friendly material and product

SHOE BRUSH

Reduced supply of animal hair has caused some significant downfall in he quality of the products which need to be taken care of The quality of the wood is also not maintained all the time due to lack of supply. This area has to be taken care of.

Use of palm-wood is a good alternative. But he production cost is higher and hence proper research is required for the up-gradation of production procedure by introducing adequate technology.

Enhancement of the quality of packaging is required in order to gain a better price in the competitive market.

The range of production need to be varied according to various kinds of shoes available in the market. This would lead towards a specialized demand of the product and cause higher sale and profit in the long run.

ARTIST / PAINT BRUSH

Since supply of animal hair (especially sable hair) is restricted nowadays, major research is needed in search of any suitable alternative fibre in order to sustain the market and maintain he quality as well.

Packaging needs to be improved in order to reach the national and international standards.

Besides selling in units, if the paint brushes are sold also as a set of more than one brush, greater profit could be gained and he existing demand could be meet up in a higher degree.

SCOPE FOR RESEARCH & DEVELOPMENT:

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BICYCLE RIM BRUSH

Development and use of modern machineries are required to ease the production process and increase the production. This would lead towards less production cost and higher profit.

MACHINE MOULDED BRUSH

There is always a scope of developing the technology with improved machinery.

Quality has to be maintained for the raw materials, which should preferably be recyclable in nature.

Development of the production chain also could be done for more production in lesser time.

BANISTER BRUSH

Research development is required to convert the manual procedure of production into an automated one for less production cost and higher profit.

Adequate technology need to be introduced for proper cutting of the fibre niddling of the brush backs.

The safety factors of the labourers should be looked after with greater care and control.

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90

PROPOSED PRODUCT RANGE:

BRUSHES FOR CLEANING OF THE MODERN GADGETS LIKE COMPUTER, TELEVISION ETC.

SUITABLE LAUNDRY BRUSHES

VEHICLE CLEANING BRUSHES

BRUSHES FOR CLEANING FURNITURE, ALONG WITH THE HOUSEHOLD AND OFFICE ACCESSORIES

ECO-FRIENDLY BRUSHES

01

02

03

04

05

Understanding of the customer-product-producer-market relation from design point of view

There is a big gap between their interdependency and linkages; which must need to be established with a proper business model and its regulatory bodies.

In the business method of the cluster, we find a series of missing linkage from products level to consumer level.

The client or market need to be aware regarding customer demand, their need and usage and emerging life style.

They need to motivate new design, product development and their genuine rates (purchasing rate & selling rate both)

There is a scope for the cluster to expand their business in connection with adding new product development as a part time to increase their earning and production line gradually and look forward to new client and market for stabilizing their regular order.

Designer Products:

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FUTURE VISION FOR SUSTAINABLE MARKET

SHORT TERM ANALYSIS LONG TERM ANALYSIS

IMPROVE QUALITY

REQUIRED INTERVENTION

IMPROVE RAW MATERIAL

TOOLS ANDTECHNIQUE IMPROVE

PACKAGING IMPROVE

SKILL UPGRADATION ANDTRAINING PROGRAMMES

INCREASING NUMBEROF FIELD ARTISANS

PRECISION QUALITYPRODUCTION

DESIGN AND TECHNICALPEOPLE INVOLVED

PROPER WORKSTATION

RESEARCH AND DOCUMENTS

design awareness programme (dap)...

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