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Interactive Design Study Cluster Level Report DCS MSME Scheme Band Five | 2012

1 Design Clinic 5 Band Workshop Report : CHARIA Pottery Cluster, Nalbari| 2012 | Om Designs & Consultant

CHARIA POTTERY CLUSTER

Charia is a typical example of a cluster of Pottery industry in Nalbari District of Assam. The aim of DCS is to contribute to

the overall performance and collective efficiency of

the clusters for sustainable development by

assisting select local communities of individuals or groups and Associated institutions in the clusters. The advantage of adopting a cluster-based approach helps enterprises overcome disadvantages of economies of scale and weak capital base on one hand on the other hand, increases competitiveness by leveraging the advantages of flexible structure and

faster decision-making process. At the cluster level it helps to respond well to the market challenges, facilitates quick dissemination of information, ensures sharing of best practices, and promotes skill development, technological innovations, offers better cost effectiveness due to distribution of many common costs and promotes wider public appropriation of benefits.


1

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 scheme is being designed keeping in mind the objective of design awareness, design interventions and competitiveness improvement for largest group of industrial sectors, Micro, small and medium enterprises of the country which contributes to approximately 45% of total industrial production and 40% exports. They are major contributors to the GDP growth, accounting to about 8%. They

DESIGN CLINIC

SCHEME


Interactive Design Study They are also the largest employers after agriculture, employing an estimated 41 million people. 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 inflow 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


MINISTRY OF MSME

MSMEs.

The total scheme budget will be Rs. 73.58

crores, out of which Rs. 49.08 crores will be GoI assistance and the balance amount will be contributed by the beneficiary MSMEs. The scheme provides great opportunity to the large sector of MSME (Associations and Units) as well as Indian design fraternity – the design consulting firms, independent designers, various design institutes of the country and also the design students to engage them to assist the country’s large MSME sector move up the value chain through increasing the value and competitiveness of their products and services. The scheme targets to reach out to about 200


DCS MSME Scheme

MSME clusters over the next two and half years. This will be achieved through

organization of about 200 design

sensitization seminars, 200Design

Clinic Workshops and 400 design

projects including 100 student

design projects (final year

thesis projects).National

Institute of Design (NID),

Ahmedabad will assist the

Ministry of MSME, Government

of India, as a nodal agency for

implementing the scheme.


Shanti Creation (The Association)

The approach of the Shanti Creation, Guwahatiis to meet the demand for intervention through DCS under Ministry of MSME implemented by NID, Ahmedabad . As the Association has been working for rural artisans and weavers to develop their livelihood. Shanti Creation which is a body of Technocrats and Artisans was engaged with

Designing and Development of Rural Product Marketing of Rural Product. Design intervention to MSME sectors for their products Woman empowerment (Economical, social and political) Skill up gradation to small scale industries and to Rural People


The attempt of this NAS is to identify

that unit of Charia Pottery artisans

so that the purpose of the cluster

Level initiatives will be to build the

local industry competitiveness,

poverty alleviation, employment

generation and also building local

governance systems. The entry

route of the Institutions will vary

as per its mandate and

competencies. These areas may

be technology up-gradation,

entrepreneurship building,

skill development, livelihood

promotion, quality up-gradation,

market linkage facilitation,

Design development etc.

Skill development Program conducted by Shanti Creation


CHARIA POTTERY CLUSTER INTRODUCTION

The Charia Pottery Cluster is situated in Nalbari District of Assam. The location of Charia of Nalbari is as follows: Arikuchi is on the East, Jaha is in the West, Bahjani is in the North and Mukalmua is in the South


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Nalbari: The Nalbari district of Assam is very sensetive place of Assam as there are many artisans , farmer and weaver consist of in the place. The near by Country Bhutan is touching the border of Nalbari district.

Hari Mandir:

Built in 1965 on land donated by Rambahadur Pratap Narayan Choudhury, The temple is dedicated to Lord Krishna. In 1968 the Puaj Mandab was built with financial help from Lt. Damahuram Mahajan. The new Math was constructed from 1976 to 1985. The temple is unique throughout Assam because of the annual Ras festivel celebrated here in the month of November since 1946 with much pomp and grandeur; the festival, of course, being held much earlier from 1933 elsewhere.


Geographical Location:

The Nalbari District is situated in between 26oN and 27o N latitude and 91o E and 97oE longitude . The northern side of the district is bounded by the Indo-Bhutan International boundary and the southern side by the mighty Brahmaputra. The Darrang and the Kamrup District falls in the east and the Barpeta District in the west.

Climate & Rainfall

The District has a sub-tropical

climate with semi – dry hot summer

and cold winter. During summer,

generally during the months from

May to August, heavy rainfall occurs

for which the district experiences

flood. The District experiences

annual (average) rainfall and humidity

@ 1500 mm and @ 80 % respectively.


Ganga Pukhuri, Sonkuriha:-

This pond is situated in Vill Barkuriha of Upper Barbhag about

7(seven) kms south of Nalbari. It is said to had been dug by

Gangadhar, a Brahmin. Each year, at Ashok Astami a mela is held here

and devotees throng here from different parts of the country to pay

homages to departed souls. The name of King Fengua, is associated

with this tanks whose capital Subarna Koriwa or SonKuriha was

nearby.

Raax festival is celebrated in Nalbari with much pomp and grandeur during November. Not only has the festival become a part and parcel of Nalbari, it has got intertwined with its socio cultural life. In fact, this celebration is associated with the Raax Leela of Lord Krishna with his ‘Gopis’. It is said that the bewitching autumn moon accompanied by gentle breeze wafting through made Lord Krishna pick up his flute. The captivating music that deftly flowed from his flute made the ‘Gopis’ leave their household chores and join Him in ‘Raax Leela’. This festival finds mention in ancient scriptural like Shri Bhagawad Puran, Vishnu Puran and later on in Srimanta Sankarceva’s at Adi Dasam, Kirtan and plays like Keligopal. Raax signifies the ultimate devotion and love of the gopis towards Lord Krishna who to them is the epitome of Love on spiritual parameter. It is the celebration of total surrender to the Lord, oblivious of the world around and of his varied roles.

Festivals


OVERVIEW OF THE CHARIA POTTERY CLUSTER POTTERY Pottery is an ancient industry in India. The features of this sector vary across the country. In Assam the Artisans who are making pottery product is very poor. They are earning money by selling their product in the local market and side by side they are doing agriculture for their livelihood.


Pottery is one of the oldest

cottage industries of Assam.

Pottery is probably as old as

human civilisation itself. In

Assam, pottery can be traced

back to many centuries.

The Kumars and Hiras are two

traditional potter communities of

Assam and while

the Kumars use the wheel to

produce his pots, the Hiras are

probably the only potters in the

world who do not use the wheel

at all. There is evidence of

highly developed pottery

industry in the middle ages.


Pottery industry produces many household utensils. The Kumars use their potter’s wheel to make images for worship and clay dolls and toys. The most commonly used pottery products include earthen pots and pitchers, plates, incense-stick holders, earthen lamps etc, while modern-day decorative have also found place in their latest designs. Assam also has a body of artists specializing in pottery. Their products are exquisite examples of immaculate craftsmanship. Household articles, toys, dolls and images of worship are the favorites of the pottery artists in Assam.


The potters of Assam produce different

types of pots. The size and shape of the

pots depends upon the different needs of

the people. Most big sized pots, thick and

hard built are produced as a device to be

used as a storing utensil. Rice, paddy,

beer, etc. are preserved in big sized pots.

Some types of big pots are used as

cooking device. To cook paddy and other

crops and to produce and preserve rice

beer this type of pots are used. These

cooking pots are popularly known

as botua. These cooking pots are of

various designs. Motong is another type of

cooking device. Some big pots are used

as reservoir of drinking water. It is also

used to carry water. These water reservoir

pots are popularly known

as kalah or kalasi. In some areas various

sized pots are produced to preserve

various agricultural products mainly

molasses and rice beer. To drink water,

small sized pots are used which are

known as Ghots.


The potters of Assam produce different types of pots. The size and

shape of the pots depends upon the different needs of the people. Most

big sized pots, thick and hard built are produced as a device to be used

as a storing utensil. Rice, paddy, beer, etc. are preserved in big sized

pots. Some types of big pots are used as cooking device. To cook

paddy and other crops and to produce and preserve rice beer this type

of pots are used. These cooking pots are popularly known as botua.

These cooking pots are of various designs. Motong is another type of

cooking device. Some big pots are used as reservoir of drinking

water. It is also used to carry water. These water reservoir pots are

popularly known as kalah or kalasi. In some areas various sized pots

are produced to preserve various agricultural products mainly molasses

and rice beer. To drink water, small sized pots are used which are

known as Ghots.

From the ancient period, earthen plates are used in Assam for different

purpose. These are used to write scripts or draw diagrams and cut

various finer images. Many plates of earth are found in the middle ages

temples and places of devotion. In most of the temples of Medieval,

period and Ahom age earthen bricks (Burnt Bricks) and beautifully

designed images of Gods and Goddesses were used. Many images of

Gods and Goddesses are still preserved in Guwahati Museum.


The Artisans

The Charia area has a cross section of weavers from different communities and castes but majority of the Artisans related to Pottery industries is Schedule Cast. In fact Pottery work is more or less a household activity. In Charia 99% Woman are engaged in this activities. As Woman Artisans they have to work other household activity and after finishing such activities they started work to make pottery product. Out of the entire Artisans only a very small percentage of them have been able to provide a good living standard to their families, i.e. providing education or necessary consumables.


Contribution of Women Artisans

Boys and girls are given an opportunity to

attend school, but only in the self-sufficient homes. Many of the average earning Artisans families were found to be educating their younger generation before training them on the pottery work.

Absence of social security particularly amongst the average and poor Artisans makes them indebted to the upper income groups such as Middle Man and Traders.

Women are engaged in the Pottery industry in a major way even though their contribution is either unpaid or poorly paid for the ancillary activities.


The Process and Techniques

Among the 10 major artisanal groups in India, potters comprise the fourth

largest but second poorest group with an estimated 10 lakh people directly or

indirectly involved in this vocation. Despite the existence of a stable and consistent demand for a narrow range of pottery-ware, these traditional potters are in a deep crisis due to severe competition from industrial products like plastic and aluminium goods. They are

unable to meet this challenge since there has been drastic depletion of raw materials as suitable clay becomes more and more scarce while there is no innovation or up gradation of their skills

and technologies. Attempts to alleviate their lot through providing technological inputs remained largely unsuccessful since merely mechanizing some processes may lead to increased productivity but the shrinking market remains a bottleneck.


a) Improved Clay Quality. Traditionally, potters use red-clay which cannot be fired beyond 850 deg C, thus preventing the use of appropriate glazes. In the new technology package, the properties of locally available clays are enhanced by addition of suitable admixtures like chin-clay, quartz, feldspar etc. The proportion of admixtures depends on the properties of the local clay which have to be determined through physico-chemical tests. With the help of

CGCRI a typology for different types of clays from different geo-climatic zones is being prepared in order to standardize the admixture proportions. Once the quality of the clay is upgraded, it can be fired at temperatures upto 1100 deg C. b) Machines for Clay Processing. In order to further improve the

quality of the clay and reduce the drudgery, some suitably de-scaled machines are introduced. These are : the ball-mill and the pug-mill

which homogenize the clay body and render it suitable for forming. These machines are suitable for small operations and they can be run on single-phase power supply or even 5kw DG. Sets.


c) New Forming Techniques. In order that the potter may produce a diversified range of items, new machinery and techniques and also introduced for better forming (shaping) of the clay. These include a mechanized potter’s wheel and the jigger-jolly. Items like tableware can be produced at much higher rates through the use of these new adapted machines. For making tiles a screw press is used while slip-casting techniques are introduced for fine products. d)Matching Glaze Preparation Available non-toxic glazes are matched to the clay body and used for creating opaque and transparent glazed fishes for the products. These glazes are made by grinding the frit (crystals) in the small balmill/pot-mill, applying it to the biscuit-fired product and then firing it again at higher temperatures. e) Improved Kiln A fuel-efficient down-draft kiln, fired with wood is part of the package. This kiln can attain temperatures upto 1200 deg C which are required for the new product range.


Raw Material: 1. Procurement of raw material: The raw

material which is called locally “HIRA MATI”

has to be purchase from Amingoan just nearer

to Guwahati city. The Two or three potters

family are getting together and come down

to purchase the raw material. They carried

the material to their place by hiring the truck

which cost around Rs.4000/- in total for one

truck of raw material.

2. They store the material in their household

behind their residence by covering plastic

and waste fabric.

3. They gradually bring the raw material

for making product.


Market:

The factors controlling the Pottery product market takes into consideration of the following

* Potter can make product during the non rainy seasons

* Demand of the product is more during festive seasons from September to December

* In Charia only a few product has made like, Incense burner, earthen pot etc.


Finished Product (Storage & transportation)

The finished product has been store in individual household just in casual basis there

are so many breakage comes due to improper storage and transportation of the pottery product of Charia


Storage is not proper causes damage in finished

product

Some Finished Product of the Cluster


VISION FOR THE CLUSTER

This could be achieved by the following strategic interventions in the cluster:

THE VISION STATEMENT:

This could be achieved by

the following strategic

interventions in the

cluster:

Branding and effective use

of Geographical Indication

provisions.

Better technology usage in the pre-loom and post loom activities, including dyeing and printing.

Better infrastructure.


Effective marketing linkages.

Empowerment of private sector.

Revitalization of Government Training

Centers into high grade technical

Resource Centers.

The Strategy:

The above-mentioned issues are not

new, and known to cluster actors

for long. In the past also there

have been a number of attempts

to provide solutions for the

typical problems.


The following strategy would be adopted: As the cluster is dynamic with increasing turnover and capacity of production over the last decade, the primary thrust would be to enhance its competitiveness by bringing synergy between the different segments and players in the cluster. The cluster will be viewed as an organic whole with diverse groups, each of which needs to be strengthened in coordination with the other.

● The private sector would be empowered to steer its own route through the development of Local Institutions, Networks, Consortia, and Self-Help-Groups.

● Quality awareness and related training in the areas of up gradation of skills, designs, dyeing practices, pre and post loom processes, finishing, packaging, and labeling, would be provided keeping the different market segment in mind.

● Special efforts would be made to take the cluster into export, led growth for which the product image and brand building would be promoted.

The cluster would be linked to effective BDS (Business Development Service) providers. Potential BDS would be identified in local and nearby areas and developed through training and exposure.


The role of support institutions vis-à-vis

the cluster would be strengthened.

● In all development efforts the weavers

would be the focus group with special

emphasis on youth and women to impart

greater dynamism and sustainability.

● The health and social needs of the

weavers would be given an ongoing

attention.

● Socially responsible behaviors’ and

fair-trade practices would be promoted

among the upper crust of the cluster i.e., among the traders and master weavers.

The strategy would be made operational through the following:

● Setting up the Common Facility Centre and transform it into a powerful technical Resource Centre. The CFC would also work as an institution for the capacity building of local weavers for value added products by providing regular feedback from the market.

● Developing small networks to promote cooperation and enhance competitiveness of the cluster.


Pottery Wheel The pottery wheel is the heart of Pottery industry. In Charia the potter usrd a

iron base manual wheel to make pottery product. Nobody can use a automatic or electrical pottery wheel still. There are a good scope of introducing a modern pottery wheel in the Cluster.

Pottery wheel used in the Cluster Modern Pottery wheel


DRAFT ACTION PLAN The strategy in Charia Pottery Cluster would be to break isolation amongst the

Producers/Master Artisan and Artisans, and between them and the support institution and the policy environment. This is a pre-requisite for accessing markets and developing competitiveness. In other words developing the social capital and the inter linkages between the key players would be the underlying theme of all interventions.

Marketing: ● Develop Website ● Common Brochures. ● Product diversification and sampling ● Marketing strategy through national and international consultants. ● Participation in national and international trade fairs, melas, etc. ● working on the possibility of using trade mark ● designing of posters, leaflets, etc. ● Collective participation, exposure visits, buyer sellers meet at

selected cities,


Quality Improvement and Design Development:

● Technology up gradation for Pottery making.

● Up gradation of Wheel and other accessories to diversify and improve quality.

● Design up gradation consultancy services

● Improve coloring and painting techniques

● Training of product quality checkers

● Exploring possibility of vegetable dyes

● New colors, designs, and layouts.

● new technology and new types of raw material


Steps to prepare for fire Process of drying of product by sunlight

Creation of social capital:

● Creation and capacity building for specialized networks

● Creation of a Raw Material Purchase Network

● Initiating process for setting up of fund for taking up issues like health, education, environment etc.

● Empowering local institutions for better management of local resources/ exposure visits.

● Strengthening and optimizing the use of the CFC as a Resource Centre.


Unit wise survey Unit 1

Name of the owner: Malaya Das

Vill- Charia

P.O- Pub kalakuchi

Block- Pub Nalbari

Dist- Nalbari

Age: 30 female

MSME: Proprietor

Product: Incense burner,

earthen pots, curd pots,

showpiece, earthen lamp etc.


Unit 2

Name of the owner: Akan Das

Vill- Charia

P.O- Pub kalakuchi

Block- Pub Nalbari

Dist- Nalbari

Age: 27, female

MSME: Proprietor

Product: Incense burner,

earthen pots, curd pots,



Unit 3 Name of the owner: Sumati Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 27 female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.

Unit 4 Name of the owner: Rangila Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 33 female MSME: Proprietor Product: Incense burner, earthen pots, curd pots,



Unit 5 Name of the owner: Bhanita Das

Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 32 female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc. Unit 6 Name of the owner: Rupanjali Das

Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 29 female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.


Unit 7 Name of the owner: Sabitri Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 32 female MSME: Proprietor Product: Incense burner, earthen pots, curd pots,

showpiece etc. Unit 8 Name of the owner: Aastami Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 32 female MSME: Proprietor Product: Incense burner, earthen pots, curd pots,

showpiece etc.


Unit 9 Name of the owner: Prabha Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 32 female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.

Unit 10 Name of the owner: Uro Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 28female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.


Unit 11 Name of the owner: Runu Das

Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 28female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc. Unit 12 Name of the owner: Minakshi Das

Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 28female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.


Unit 13 Name of the owner: Anju Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 28female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.

Unit 14 Name of the owner: Debajani Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 28female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.


Unit 15 Name of the owner: Bharati Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 28female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc. Unit 16 Name of the owner: Mamoni Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 28female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.


Unit 17 Name of the owner: Dipali Das


Unit 18 Name of the owner: Minika Das



Unit 19 Name of the owner: Debajani Ku. Das


Unit 20 Name of the owner: Manju Das



Unit 21 Name of the owner: Sabya Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 28female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.

Unit 22 Name of the owner: Sundari Das Vill- Charia P.O- Pub kalakuchi Block- Pub Nalbari Dist- Nalbari Age: 28female MSME: Proprietor Product: Incense burner, earthen pots, curd pots, showpiece etc.


Study of existing Product design, redesign, new product Development and product diversification

ISSUES and CONCERNS: 1. The existing products consist of traditional design and the product is only used for Rural people 2. The products are made of local raw material which is collected from Amingoan of Guwahati. 3. The products are made of but do not maintain the quality as requirement of the buyer. 4. The pottery product made in Charia is comes out with firing defects which shows it defects in firing 5. customer is searching artistic pots and other showpieces but in the cluster limited product are made.


Existing product deign is so common which

have no design intervention

No product diversification

6. The existing product are used by the local people as a traditional utensils to store water , curd and to use in festivals.

7. The finishing of the products is very poor as the product have not been processed for hand painting

8. There is no product diversification.

9. Some of the raw materials like which carried from outside is not good quality such as to use for making product.

10. The process of mixing raw material is not done properly as the Artisans is taking it casually.

11. The lack of branding and Quality Certification makes it very difficult for the Artisans to win trust of buyer.


Diversified product can be made

OPPORTUNITIES: 1. There is a good scope for redesigning of the existing traditional products.

2. The existing traditional products can be made beautiful looking, Artistic designs with color and painting

3. The existing traditional process can be used for new product development and diversification.

4. Intervention of coloring and painting

5. The product and existing traditional uses which can be used to introduce Home decoration, Kitchen Utensils etc.


Intervention of painting in existing product is spot solution

Marketing & Designing:

The designing capacities of the cluster have not kept pace with time. The art of traditional designing has declined as the best design masters have passed away and the present ones have limited capacities and means to upgrade themselves. There are no modern day designers are working in the cluster and even though in the past some state agencies have hired them in the past, the benefit of their work has not passed to the cluster in any sustainable way. They have only worked in a static mode as one-off interventions. There is a total alienation of the weaver from fashion forecasting issues. As a result, the majority of weavers remain untouched by issues relating to design and product development.

Sales exhibitions organized by Government agencies throughout India as a strong medium. But sadly, these have been monopolized by a select few Artisans and Traders. Due to a premium on such channels, there are invariable cases of bulk false-named bookings and resale of facilities, which further cuts the chances of marketing for poorly networked weavers.

Most of the production is for local market. In the state sponsored international visits, the official representing the cluster gives little feedback to the real cluster actors.


The domestic market for Pottery products is also changing. The consumer is becoming more discerning and would like to purchase product on the basis of value and merit, and not solely to show empathy.

* There is a general trend in the market for customized and small lots. Therefore, there is need to prepare the Artisans in a different customized mode, which can also become the core competence of the Pottery products.

* Along with the importance of traditional marketing channels like exhibition and sales in different towns of Assam the new channels such as e-commerce need to be explored. There is very good private sector player’s on-line marketing of the product and customized lots.

Institutional linkages & Capacity Building

The quality of Charia Pottery products is becoming a critical consideration in marketing especially for high-end consumers for domestic market. Therefore it is required to reposition Charia, may be on a quality based branding.

There is a poor access to information within the cluster. For instance, the visits of designers to the cluster, even those sponsored by the Government agencies are not properly known to the Artisans, which results in a limited interface,


There is no system in place through which the cluster can effectively make use

of the BDS (Business Development Services) providers. Even though diverse BDS resources the present locally, they face several limitations in the absence of effective institutional framework and therefore do not have a well-defined presence. The local BDS also need more training and exposure.

The impact of globalization poses a threat to the cluster. Therefore, it is necessary to have an effective sustainable development strategy for ensuring a sustainable future.

A number of State and Central Government agencies like the Department of Rural Development, Khadi and Village Industries Board, Khadi Commission sectors operate different schemes. Each one of them works in a standalone mode. There is a need to have better synergy and coordination amongst them so that they avoid duplication and optimize returns at the cluster level.


Scope for research and development direction for future

ISSUES and CONCERNS: 1. They do not have enough funds, time and expertise to carry out research and development and product diversification. 2. The Pottery wheel and other tools which are used very outdated and don’t have resources to introduce new technology in this industry. 3. The quality of products is compromised due to insufficient delivery time and lack of technology which facilitates and increase speed

of work without compromising on quality. Opportunities ● Improvisation in Pottery wheels with use of power, accessories, process through R&D activities. ● A Common Facility Centre (CFC) can be set up for skill development in Potters with modern technology. ● Marketing Research in terms of consumer trends, market trends and competition in the local and international market. ● Exchange of technology ideas can be initiated through CFC


The poor Potter family is not concern about

research and development

Existing status and opportunity for visual identity, branding and communication design

ISSUES and CONCERNS:

1. There is absolutely no visual

identity for the clusters as they rarely

sell the products directly to the buyer.

2. There is no proper documentation/

catalogue brochures of the products

made in Charia Pottery Cluster

OPPORTUNITIES:

1. The idea of having a common visual

identity and branding for the cluster was

well accepted.

2. However it was felt that it should go

in sync with initiatives like online selling portal,

packaging product design, labeling etc.

3. So there is a big scope in developing visual

identity for the cluster units, branding and


Branding of pottery

communication design to connect them to the market directly and get them more exposure.

A product catalogue with specification of the product and delivery status is must and also presence of products online will be of great help and reach to the buyer.

A comprehensive documentation of Pottery Artisans with their lifestyle where they are struggling with their jobs has to be made

The concept of common brand building like ‘Pottery of Charia’ will help them to create an identity for themselves and their should be the story of making the product in is design in the labeling.


Scope of technology, modernization and design collaborations

ISSUES and CONCERNS: * The pottery wheel which is called the heart of the potters used in Charia is out dated which causes is very poor for large production. The use of Electrical pottery wheel is resulting high-production is minimum time. * The tools used by the artisans is very outdated and it cause time consuming in manufacturing process. There are so many scope to accept modern technology and accessories for this process * There is no facility of coloring and painting and processing of product. OPPORTUNITIES: * Coloring band painting unit can be set up in the common facilitation centre. * The knowledge of dyes and finishing should be done in CFC.


Use of modern pottery wheel is effective in large

production

Intervention of hand painting is added value to existing

product

Scope for operations and process innovation from design perspective

A. ISSUES and CONCERNS:

1. Due to carried out of raw material from about 60 km from the cluster there are a large amount goes in transportation. The Artisans can’t afford individually to invest such a large amount to procuring raw material for product development.

2. The Artisans have to buy raw materials from near about Guwahati City in Kamrup District from wealthy businessmen who exploit them and have a monopoly.

3. The Woman Artisans used to give time for product making only when they have free from the household.

4. Only Woman Artisans are engaged in making the pottery products resulting a low production and delivery time increased.

5. For design development only traditional shapes are made ups with lake of painting and coloring .


. OPPORTUNITIES:

1. The production time should be increased by use of modern tools and accessories and to be adopt modern technology.

2. Design and product design should be developed by sketching manual or using computer system so that proper color combination and no fault in design and design should be accepted by the buyer and it should be considered as per the trends.

3. Electrical Pottery wheel can be introduced.


Modern Pottery Tools Use of tools in manufacturing process

Design Opportunity in workstation and tooling design

ISSUES and CONCERNS: * The work process is really slow due to hand made nature of the process. * The tools and accessories used are outdated and old, leads to slow and time consuming production process. * The work place is not appropriate, cluttered and not organized. * There is no proper lighting system for working in night hours. * Many potters have not electricity so they only work in day time which can result in less of productivity. * The tools and accessories are kept with no proper arrangement or storage, leads to damage of it. OPPORTUNITIES: * The new tools and accessories for mixing and making of pottery product can be

introduced at common facilitation centre. * Organized work stations at CFC. * Solar lights can be introduced so that they could work in the evening hours.


Details of market and competition study for design advantage and distinction

ISSUES and CONCERNS:

* Decrease in profit margins due to exploitation by the traders and increase in the cost of raw materials.

* Buyers / Traders are not ready to pay higher prices for the products.

* There is a serious competition from outside of the clusters.

* Already some of independent entrepreneur in Assam are making better quality products with few variations as per consumer needs.

* No exposure to the market and interaction, as middlemen/ traders buy products from the weavers and sell it in the market.

* As there is no interaction with the market, the artisans rarely have any direct consumer feedback.


OPPORTUNITIES:

* Product diversification and use of value addition with coloring and painting will give them advantage as these designs will not be manufactured elsewhere.

* They can introduce new accessories which could give them a bigger market share.

* They could reach out to larger markets like Metro cities with new product developments.

* They could directly sell products to the consumers through boutiques etc.


Product Diversification

Study for the need of training and skill up-gradation ISSUES and CONCERNS:

Some skilled Artisans leave but very few Artisans are trained regularly and enrolled to keep the pace of work smoothly.

Majority of Artisans have not skilled training of making diversified product for better production.

No new/ advance training for the Artisans except a very few.

Due to lack of exposure Artisans have been practicing same processes for many years.

Residents who are educated move to city for better work prospects.

OPPORTUNITIES:

A few entrepreneur could be sent to participate at National level exhibitions.

A common training center which could provide training on skill enhancement, quality control and product development to the Artisans of Charia.

A skill up gradation course/ curriculum can be introduced with expert guidance.


Description of ergonomic and environment factors in MSME

The process of making pottery product design in traditional way is so difficult and time consuming and Artisans feel Back pain after working.

weavers suffer so many eye-sight problems as they firing the product in open resulting also uneven sign in the product.


Position of working and lifting of heavy product causes so many ergonomic factors

Packaging and logistics related design opportunities ISSUES and CONCERNS:

* There is no real concept of packaging at the cluster level.

* No unique identity for the Charia Pottery Product.

* Products are kept either in a jute bags or lying in the floor

* Artisans carry products in Jute bags only from one

town to the other for sale. During transport it gets

breakage in finish product.

* There are no any labeling of product specification

and quality point of view so that buyer can trust

about the product.

* No insurance cover.

OPPORTUNITIES:

* New packaging design can be introduced such as paper box, use of Cartoons.

* These boxes will give a visual and unique identity to the products made in the cluster.

* New and cost effective form of packaging needs to be introduced.

* If packaging is improved, it would create a good presence and will boost the business and help in competing.

* Create a possibility to safely pack to avoid damage.


Exhibition/ Display design opportunities

OPPORTUNITIES:

* The Artisans can participate in trade fairs and expos at state, national and international level.

* At cluster/ village level a small display area/showroom can be created.

* The product of Charia are sold in Guwahati or other town in Assam , but there is no display center in the Charia village for buyers coming directly to the village.


Study of infrastructure set up from design perspective

There is no proper work shed for the Artisans so that they themselves and their product would be safe from rain water or sunlight.

No in house display area for the products.

OPPORTUNITIES:

A common work place for the

Artisans should be set up in the

village or concept of CFC.

A proper display area can make

it attractive for consumers.


Scope of design intervention for inter cluster communication

OPPORTUNITIES:

* There can be development of proper linkages between cluster and raw material market in Charia and Amingoan of Guwahati.

* A common place for procurement of raw material which could be called as raw material bank could be set up for the Artisans from where they can buy material on credit basis, as its not feasible for them to buy raw material at once.

* A greater and better cooperation and understanding between the Artisans and the traders/middlemen.

* A Common Facilitation Centre will tremendously increase the scope of communication between various Artisans and thus lead to sharing of knowledge and skills.

* Also there could be a need of communication between Charia and other clusters which is making pottery product.


CONCLUSION

The visit to Charia Pottery Cluster in Nalbari of Assam was a great learning and enriching experience; giving various insights into their design activities, functioning and working conditions. The trip led to discovery of many facts and figures.

One of the major findings where that the Artisans are not efficient/ educated enough to calculate the right costing and selling price for their products. While calculating cost they don’t include number of working hours. So generally they sell the product at a approximate price on the basis of the cost of material used.

Their products with least profit margins. The middleman buy the products from the Artisans and sell it for 2-3 times the price charged by the Artisans.


ANALYSIS OF SURVEY

Survey Findings: The survey interviewed 25 families in Charia who are engaged in some form of

Pottery Work

It is seen that large families are common. About 98% of the families are larger than 4 members each. In fact about 70% of the families have seven or more members each.

Families pursue multiple occupations. It was seen that about 77% of the families follow three or more occupations.

Among the occupations the survey revealed that agriculture/horticulture, animal husbandry, poultry and fishery are the most common.


SWOT ANALYSIS OF THE CLUSTER The analysis has been done keeping in mind the historical, geographical,

social, economic, design point of view and as per guidelines of DCS and industry related core issues and conditions existing in the cluster.

The following chart lists the SWOT components and their implications, which are the likely points of interventions and the basis of a long run strategy.

Strengths & Implications:

1. The cluster’s tradition of Pottery products and the availability of raw material.

2. The rich resource of Artistic and design skills. -Enables product diversification and value addition. 3.Inherent strengths of Charia vis-à-vis other Potters -Facilitates brand name and marketing. 4. The readiness of the new generation to enter this trade. -Will prevent the craft from languishing.


Weakness & Implications: 1. Lack of awareness on pottery product in the national market except in few states of

India –Dominance of market by other products such as plastic ,ceramic ,fiber material

2. Absence of social security – Encourages captive buying by the big traders, master Artisans and encourages distress selling.

3. Narrow product range and geographical spread of market not very wide

- Creates a bad Product-Image.

4. Dearth of capital investment in the industry.

-Outdated tools & technology, leading to outdated products & inability to comply with the new requirements.

5. Artisans is socially, financially, and marketwise backward and vulnerable.

- Prevents innovation, encourages social ills and distress selling.

6. The industry is not well linked to the global markets.

- Poor Exports

7. Poor gender sensitization: unpaid women workers with no social or medical security

- Poor family earnings and insecurities.

8. Limited scale of activity dilutes interest of officials, agencies, researchers, entrepreneurs, exporters and marketing outfits- keep potential interventions away from the sector and thus deprives it of opportunities for growth.


Opportunities & Implications: 1. The keenness of women and new generation to learn and progress.

-Shall enable effective interventions.

2. Unique product character and amenability of the product for diversification according to fashion dynamics

- Will lead to market expansion and innovation.

3. Development of an export market apparel fabric & furnishings.

Threats & Implications:

Limited Artisans take the culture and competing demand from outside cluster in states or others for making pottery product –Potential to kill pottery industry fully.

Limited scale and poor visibility – If overtaken by market forces there is a chance of the activity dying out.


CHARIA POTTERY CLUSTER,NALBARI

After Workshop Report

DCS MSME Scheme

Band Five | 2012

• Submitted : Om Designs & Consultant

• [email protected]

Design Clinic 5 Band After Workshop Report : Charia Pottery Cluster, Nalbari | 2012 | Om Designs & Consultant1

5 BAND DESIGN CLINIC WORKSHOPunder Design Clinic Scheme

From: 16th November,2012 to 20th November,2012

Venue: Charia Yuva Sangha, Nalbari, Assam

Sponsored by: Ministry of MSME, Govt. of India

Implemented by : National Institute of Design, Ahmedabad

2Design Clinic 5 Band After Workshop Report : Charia Pottery Cluster, Nalbari | 2012 | Om Designs & Consultant

Regd. No.RS/KAM(M)/263-A/206 under S.R. Act XXI of 1860

Office Address: B.R.Path, Beltola Tiniali, Guwahati, Pin-781028

E-mail: [email protected], Contact: +91-95776-46097

Organized By:


• Introduction:

Shanti Creation is an organization which offers consultancy services in different

fields and expertise in different areas. It was Socio Cultural Organization and was

registered under the Societies Registration Act aiming to serve the people of North

East. The organization is managed by a set of dedicated persons having expertise

in different areas. It is non profit organization dedicated to formulate and

implement plans and projects that improve the social and economic conditions of

the people of the Region. Shanti Creation aims to improve household condition of

North East with sense of community development & sense of personal

empowerment. The Organization is engaged in Skill Development in different

Income generated activities. It also offers services that assist women & childrenIncome generated activities. It also offers services that assist women & children

who have experienced violence, homelessness &chronic poverty & to create an

environment that strengthens a woman belief in her ability to influence the

direction of her life.


• Interactive Design Study | Rontholi Jewellery Cluster Nagaon | 2011 | Arpit Agarwal• 1

• 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

DESIGN

CLINIC

SCHEME

• of Ministry of MSME, Government of India has• been launched under National Manufacturing• Competitiveness program. The scheme is• being designed keeping in mind the objective• of design awareness, design interventions and• competitiveness improvement for largest group• of industrial sectors, Micro, small and medium• enterprises of the country which contributes to• approximately 45% of total industrial production• and 40% exports. They are major contributors to• the GDP growth, accounting to about 8%. They

Design Clinic 5 Band After Workshop Report : Charia Pottery Cluster, Nalbari | 2012 | Om Designs & Consultant 5

Interactive Design Study• They are also the largest employers after agriculture,

• employing an estimated 41 million people.

• 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• 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 inflow 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


MINISTRY OF MSME

MSMEs.

The total scheme budget will be Rs. 73.58

crores, out of which Rs. 49.08 crores will be GoI assistance and the balance amount

will be contributed by the beneficiary MSMEs. The scheme provides great

opportunity to the large sector of MSME (Associations and Units) as well as Indian

design fraternity – the design consulting firms, independent designers, various

design institutes of the country and also the design students to engage them to design institutes of the country and also the design students to engage them to

assist the country’s large MSME sector move up the value chain through increasing

the value and competitiveness of their products and services. The scheme targets

to reach out to about 200


DCS MSME Scheme

MSME clusters over the next two and half years. This will be achieved through

organization of about 200 design

sensitization seminars, 200Design

Clinic Workshops and 400 design

projects including 100 student

design projects (final year

thesis projects). National thesis projects). National

Institute of Design (NID),

Ahmedabad will assist the

Ministry of MSME, Government

of India, as a nodal agency for

implementing the scheme.

As part of the scheme a

• Design Clinic Centre and its regional centers are being set up in IIE campus


Day/ Date 1st Session

(Time)

Topics Designer/Guest

Designer/Resource

Person

2nd Session

(Time)

Topics Designer/Guest

Designer/Resource Person

1st day

16/11/2012

10.00AM to

1.00PM

Inauguration of Workshop By General Manager

DISTRICT

INDUSTRIES &

COMMERCE

CENTRE (DICC),

Nalbari

2.00PM to

4.00PM

Knowledge of

Different type of raw

material used in

pottery industries

Dipu Hazarika of Om Design

& Consultant

Empanel Designer’s farm

DCS

2nd Day

17/11/2012

10.00AM to

1.00PM

Introduction of Modern pottery

tools and Wheels its uses and

Opportunities

Dipu Hazarika of

Om Design &

Consultant

2.00PM to

4.00PM

Advance process of

Pottery Making


& Consultant

3rd day

18/11/2012

10.00AM to

1.00PM

New forming technique and

improve process of kiln in

Jadu Moni Gogoi,

Terracotta Designer

2.00PM to

4.00PM

Introduction of Dye

and Painting in


& Consultant

Schedule of 5 Day design Workshop at CHARIA Pottery Cluster, Nalbari, Assam


18/11/2012 1.00PM improve process of kiln in

Pottery Industry

Terracotta Designer

Empanel by

DC(Handicraft)

4.00PM and Painting in

Pottery Product

& Consultant

4th Day

19/11/2012

10.00AM to

1.00PM

Linkage of Credit with Govt

Organization and Banks

Amarjoti Das

Faculy Member

SIRD, Assam

2.00PM to

3.00PM

Product

Diversification and

value addition in

Pottery


& Consultant

5th Day

20/11/2012

10.00AM to

1.00PM

Concept of Packaging and

branding of Pottery Product of

Charia

Dipu Hazarika of

Om Design &

Consultant

2.00PM to

3.00PM

Evaluation and

Conclusion

Ceremony

• Official of

Commissioner

Industries & Commerce

Deppt. Udog Bhawan,

GHY

• Sheikh Nilofer,

Coordinator, DCS,

Guwahati

Design Clinic Workshop Day 1 (16/11/2012)

• Day 1 : The workshop is inaugurated by Assistant General Manager of District

industries & commerce of Nalbari Mr. Amarendra Chakraborty with presence of

Mr. Amarjyoti Das of State Institute of Rural Development, Nalbari and Raju

Baruah, Guneswar Das of Charia, Nalbari.

In the speech of Mr. Amarendra Chakraborty he describe the Govt. policy of

MSME unit and different support from the Industries Department.

Mr. Amarjyoti Das of SIRD has gave valuable speech regarding the topics of Mr. Amarjyoti Das of SIRD has gave valuable speech regarding the topics of

credit linkage support from Govt. of Assam and opportunities of Skill development

in the Pottery sector.

Second Session: Just after the inaugural program the Technical session has started

by our side (Om designs & Consultant) Mr. Dipu Hazarika has started his session

on the topic of Knowledge of Different type of raw material used in pottery

industries in his session he interact with representative of MSME of Charia Pottery

work and knowledge have been given about the raw material of pottery and its

mixing.


Moments During the Workshop


Design clinic workshop day 2 (17/11/2012)

• Day 2: The second day of the workshop is started with two designer Jyoti

Kamal Nath and Dipu Hazarika both are from Govt. Art & craft College of

Guwahati and started their session theory and practical with audio and

visualized about the uses of tools and equipment in pottery industries

they also introduce modern Electrical pottery wheel and advance

technique of Pottery making. The artisans are questioning of their doubts technique of Pottery making. The artisans are questioning of their doubts

and the designers are giving solution of their problems.

Artisans are able to see the modern pottery tools which can be use in the

manufacturing process which will help in increase of production and

proper finishing.



• Day 3: On third day the guest designer comes and discuss about the topic

of New forming technique and improve process of kiln in Pottery

Industry the designer interact and give remedial solution of the Artisans

presence in the Workshop

On second Session: Designers are busy with practical work of Color

theory and teaching them about to preparation of Color making and the theory and teaching them about to preparation of Color making and the

design intervention by use of color and Art in the existing product.

In the session the session they are discussed about the value addition in

pottery product and about the product diversification.

In this context they busy with the Artisans to make some diversified

product in pottery. The artisans also engaged in product diversification in

the workshop.



Day 4: The forth day starts in the workshop with the session of SIRD official

about the topic of Linkage of Credit with Govt Organization and Banks

In this session the Resource person has discuss about the formation of Joint

liability Group to achieve different benefits of Govt. Scheme. He also

comes forward to give credit linkage with SIRD and Bank to the local

Artisans. As the artisans are financially very poor to implement new Artisans. As the artisans are financially very poor to implement new

machinery and tools the session has benefited them and a ray of happiness

comes to there face.

In second session the Artisans discuss about the costing and visualise the

various diversified product made within the country as well as they are

making a prototype of their own during the workshop period.



Day 5: In the last day of Workshop the session start with the topics of

Packaging and branding of Pottery Product of Charia in the session

opportunities of different packaging system has been discussed. There are

many problems suffered by the Artisans of the cluster in Packaging and

transportation of there product. The solution comes to there mind the

session and concept of branding has motivated them to encourage more session and concept of branding has motivated them to encourage more

efficient to make value product in short of time by using new technique and

design intervention.

The second session comes to end by giving awards to the best prototype

development bye Artisans. The Artisans fill the feedback form and return

back. Most of the artisans are not highly qualified they only know to sign

there own.


opportunity areas, remedial design solutions during

the Workshop

1. The existing product is traditional and consist of traditional design and the

product is only used for Rural people in household work. In the Workshop

discussion has made about the various pottery product which is accepted by

buyer and visualized the new product which can be made by redesigning.

2. The products are made of but do not maintain the quality of the product in2. The products are made of but do not maintain the quality of the product in

the workshop solution has made to improve the quality of the product so that

buyer can satisfied with product of Charia Cluster.

3. No Product diversification happens in the Charia Pottery Cluster. Not only

discussion but also it has shown to the Workshop participant about the

diversified product of Pottery and same has been made during the workshop.

4. The pottery product made in Charia is comes out with firing defects

which shows it defects in firing . Introduction of different method of Firing

and uses of deferent sources of firing is discussed.


5. There are not introduction about color

ant Art in Pottery product of Charia. In the

5 day workshop Theory and practical of

Color matching and method of Art has

been introduced.

6. The Production process of pottery product

in Charia is very Slow which causes them

less in income generated. In the

Workshop introducing them about to usesWorkshop introducing them about to uses

of Electrical Pottery wheel and uses of

Advanced Pottery tools so that buy using

this they can produce more product and

income is enhanced.


7. The existing products made by the cluster people is Incense burner, pots,

lighting lamp, curd pots etc. In the workshop they has made product like

show pots, flowers, horses, boat, masks etc. some of the product has colored.

8. The products are made of but do not maintain the quality of the product

Discussion is done about the different method of Quality Control during the

making process like mixing, drying, firing and coloring.

9. There are no kind of packaging and branding has made in this pottery cluster

During the workshop the different type of packaging and transportation

system has justified and discussed.

10. The Artisans of Charia Pottery Cluster has not done any kind of Skill

development program ,The workshop is very successful for the cluster

people they want more exposed in the field of pottery.


people they want more exposed in the field of pottery.

Designer’s Session


DCS Charia Pottery cluster

• Every day the workshop start on 10 am to 1 pm in between the first

session the tea and snacks has been served. The session comes to end at 1

pm then the lunch has served to the participants and to the Resource

Persons.

• The Second session of workshop has started at 2 pm till 4 pm in between

the session tea and snacks has served.the session tea and snacks has served.

• Every they the topics has discussed with remedial solution to the Artisans.

• Artisans asked question to the Resource person and the resource person

has give feed back to them.

• The official persons of Shanti Creation has monitoring each session and

when communication of language has comes they have solved.


Interaction with NID Person


Scope of Design Project As the Charia Cluster has a very potential of production and marketing of

Diversified Pottery Product, There could be a done a design project for the benefit

of MSME unit of Charia. Lots of things has to be done in design project like

1. prototype development. The existing traditional product can be redesign for

product development and diversification.

2. Art culture has to done and proper coring of the final product.

3. Quality raw material could be used and mixing can be done for quality

improvement.

4. The concept of Packaging and a acceptable packaging could be done during the 4. The concept of Packaging and a acceptable packaging could be done during the

design project.

5. Branding of the cluster product could be done in the design project.

As we see about the cluster the Artisans has a lot of skill but due to non

availability of proper support in the field of Design and Marketing they are not

earning much of income all the artisans belongs to Schedule Cast and they are

come below poverty line. If the design project could be introduce in the particular

cluster it can be very fruitful for the Artisans so that there income should generate

more for their livelihood.


• Marketing & Designing:

• The designing capacities of the cluster have not kept pace with time. The art of traditional designing has declined as the best design masters have passed away and the present ones have limited capacities and means to upgrade themselves. There are no modern day designers are working in the cluster and even though in the past some state agencies have hired them in the past, the benefit of their work has not passed to the cluster in any sustainable way. They have only worked in a static mode as one-off interventions. There is a total alienation of the Artisans from Design intervention and color. As a result, the majority of Artisans remain untouched by issues relating to design and product development.

• Sales exhibitions organized by Government agencies throughout India as a strong medium. But sadly, these have been monopolized by a select few Traders. Due to a medium. But sadly, these have been monopolized by a select few Traders. Due to a premium on such channels, there are invariable cases of bulk false-named bookings and resale of facilities, which further cuts the chances of marketing for poorly networked Artisans.

• Most of the production is for Local market. Even though there have not been export orders yet the cluster actors are uninformed about the actual details of such sales i.e., country of sale, acceptance/ rejection, required documentation and procedures. Hence the cluster has not benefited in terms of information generation relating to exports. In the state sponsored international visits, the official representing the cluster gives little feedback to the real cluster actors. The weaver’s knowledge of consumer behavior and market trends continues to be negligible.


* The local market for pottery products is also changing. The consumer is

becoming more discerning and would like to purchase plastic or other made

material instead of Pottery product.

* There is a general trend in the market for customized and small lots. Therefore,

there is need to prepare the Artisans in a different customized mode, which can

also become the core competence of the pottery products.

* Along with the importance of traditional marketing channels like exhibition and

sales in Indian cities, etc. the new channels such as e-commerce need to be

explored.

Institutional linkages & Capacity Building

The Quality of Charia Pottery products is becoming a critical consideration in

marketing especially for high-end consumers. Therefore it is required to reposition

Charia may be on a quality based branding.

There is a poor access to information within the cluster. For instance, the visits of

designers to the cluster, even those sponsored by the Government agencies are

not properly known to the Artisans, which results in a limited interface,


Some Product developed during the workshop


Evaluation


BDS/Common Facility CenterThere is no system in place through which the cluster can effectively

make use of the BDS (Business Development Services) providers. Even though diverse BDS resources the present locally, they face several limitations in the absence of effective institutional framework and therefore do not have a well-defined presence. The local BDS also need more training and exposure.

The impact of globalization poses a threat to the cluster. Therefore, it is necessary to have an effective sustainable development strategy for

ensuring a sustainable future.ensuring a sustainable future.

A Common Facility Center could be introduce during the design project it will very

effective for the Artisans of Charia as it can be use for design development , Skill development, Installation of new machineries and tools. Artisans can come to CFC for design solution and coloring .


Potential Design Project Opportunities

after WORKSHOP

The Workshop of Charia Pottery cluster is really a good expose to the MSME

unit of the cluster. The MSME unit of Charia is very capable of work culture and

their activities is such that we can add so many intervention in terms of Design,

Technology, Diversification, Quality Control, Packaging etc. It is a potential

cluster to do a design Project. The Skill Artisans of Charia can make any kind of


cluster to do a design Project. The Skill Artisans of Charia can make any kind of

product but they have to supported by such a organization who can assist them

in designing and marketing. A opportunities of potential design project could be

done in Charia Pottery Cluster after the DCS Workshop.

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