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WOOD HANDICRAFTS OF JODHPUR

Interactive design study / Cluster level report


MSME SCHEME .2012 Submitted by : Rajiv Jassal

FOREWORD:
The small and medium scale industries play a very important role in the Indian economy as they provide employment to about 14 million persons and contribute to 45% of the industrial production, equivalent to 7% of the gross national product. Besides, the sector generates 35% of the countrys direct exports. One of the mechanisms to promote SME development which is popular the world over is the idea of industrial clustering. A cluster is sectorial and geographical concentration of enterprises in a particular SME, employing similar process scale of operation and producing similar products but faced with common opportunities and threats. MSMEs definition according to the provision of Micro, Small & Medium Enterprises Development (MSMED) Act, 2006 is that the Micro, Small and Medium Enterprises (MSME) are classified into two Classes (a) Manufacturing Enterprises: enterprises engaged in the manufacture or production of goods pertaining to any industry specified in the first schedule to the industries (Development and regulation) Act, 1951). The Manufacturing Enterprise are defined in terms of investment in Plant & Machinery. (b) Service Enterprises: enterprises engaged in providing or rendering of services and are defined in terms of investment in equipment. The limit for investment in plant and machinery/equipment for manufacturing/service enterprises, as notified, vide S.O. 1642(E) dtd.29-09-2006 is as under: Manufacturing Sector Enterprises Investment in plant & machinery Micro Enterprises Do not exceed twenty five lakh rupees; Small Enterprises more than twenty five lakh rupees but do not exceed five crore rupees; Medium Enterprises more than five crore rupees but do not exceed ten crore rupees Service Sector Enterprises Investment in equipments-Micro Enterprises Do not exceed ten lakh rupees; Small Enterprises more than ten lakh rupees but do not exceed two crore rupees; Medium Enterprises more than two crore rupees but do not exceed five core rupees Microfinance Scenario Indian (MFIs) are true to their mission of serving the poor strata of society. A stable 8 out of 10 clients have been provided loans sized less than Rs. 10,000.The loan segment between Rs. 5,000 and Rs. 10,000 has been growing strongest. This can be explained by two impulses: On one hand, microfinance customers mature to bigger loans over the loan cycles. On the other hand, urban microfinance starts with comparatively bigger loans than rural finance.

In terms of outreach, the microfinance sector has reached 33 million clients. However, the potential is over 100 million clients. As against the estimated potential of microfinance demand of Rs. 2 lacs crores (Intellecap 2009), the sector has reached only Rs. 24,000 crores in 2009-2010. There is a need to expand the current portfolio by the factor of around 10 to realize the estimated potential. This requires continuous flow of on-lending financial resources into the sector.

ACKNOWLEDGMENT
Special thanks to PHD Chamber Managing Director, Mr.Debjit Talapatra; Secretary General, Sushmita Shekhar and their team to organize the Design Clinic Scheme Programme and shown their trust over me to accomplish the program and taking me as consulting designer. I would also like to thank, Design Clinic Scheme; National Institute of Design, who has given me an opportunity to accumulate an intensive report after realizing my strength, potential and past experience. I would also like to thank each individual unit head and member of the Jodhpur Wooden Handicraft Cluster who has given me great support during the Design audit. Without their kind involvement & assistance I would have been unable to understand the clusters background & their present status. Their constant honest expression has thoroughly helped me to come up with such informative, structural, analytical and design intervention opportunities.

ABOUT NID
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 recognized by Dept. of scientific & industrial research (DSIR) under Ministry of science & technology. Government of India, as a scientific and Industrial design research organization. NID has been a pioneer in industrial design education after Bauhaus and ulm in Germany and in know for its pursuit of design excellence to make designed in India, made for the world a reality. NIDs graduates have made a mark in key sectors of commerce, industry and social development by taking role of catalysts and thought leadership.

ABOUT PHD
PHD Chamber of Commerce and Industry, established in 1905, is a proactive and dynamic multi-State apex organization working at the grassroot level and with strong national and international linkages. The Chamber acts as a catalyst in the promotion of industry, trade and entrepreneurship. PHD Chamber, through its research-based policy advocacy role, positively impacts the economic growth and development of the nation. PHD Chamber is more than an organization of the business community, as it lives by the chosen motto In Community's Life & Part of It and contributes significantly to socio-economic development and capacity building in several fields. PHD Chamber's geographical span covers the 10 States of Chhattisgarh, Delhi, Haryana, Himachal Pradesh, Jammu & Kashmir, Madhya Pradesh, Punjab, Rajasthan, Uttar Pradesh, Uttarakhand and the Union Territory of Chandigarh. Apart from its headquarters in New Delhi, the Chamber has regional offices in Jammu, Shimla, Chandigarh, Lucknow, Jaipur and Bhopal. And has a direct membership of over 1,600 corporate entities and serves more than 45,000 indirect members through 150 Association Members and 8 Secretarial Affiliates. The membership covers trade and industry. As it serves as fundamental source of business opportunity, as its structure has been built on large diversified membership within corporate entities, organizes over 200 events every year, provides networking opportunity with government officials, diplomats, leading names from all spheres of life. Helps to provide interface with government, playing as advisory role, policy formulation, contributing on topical issues, certificate issues, To discharge its social responsibility, the Chamber has three voluntary organizations for fulfilling its commitments to the cause of socioeconomic development and to promote the role of corporate sector for the upliftment of rural masses. Through the support of members, the Chamber has been regularly contributing in cash and kind towards relief and rehabilitation of the victims of natural calamities and disasters. PHD Chamber organizes various sporting events with a view to encourage promotion of sports amongst corporate sector. To involve young business leaders in the activities, PHD Chamber has also launched the Young Entrepreneurs Forum.n keeping with the motto adopted Ethics is Good Business, PHD Chamber confers Awards for Excellence annually.

PHD CHAMBER OF COMMERCE AND INDUSTRY

ABOUT MSME

Introduction
Design Awareness Program The design awareness programme, DAP, is focused to develop a holistic map of MSME clusters and units by exploring through industrial functions and activities. The design expert/s will generate design information about products, market scenario, technology, communication, research & development, and various industrial functions along with human factor study for ergonomics, safety, convenience, learning and skill up gradation through design research. Also the programme will provide design remedies for identied opportunities through design clinic workshop. The workshop will help participants to understand the holistic scenario of cluster and benet them with the support of design expert/s, for design intervention in opportunity areas explored during the programme. The activities of design awareness programme are targeted around following areas of design information collection and remedial solutions. Design Expert will visit the identied /selected MSME units located in cluster region and interact with them to develop a design understanding of cluster. During the interaction design will provide inputs to MSMEs about product improvements, best practices and creative problem solving approach based on contextual scenario. In the process s/he will identify underlying opportunities with the help of explorative design research of clusters and participating units. This activity is an intensive design research for understanding the present scenario and opportunities for the design intervention. Also it will help improve MSME through Interactive learning, guidance and training during the visit. This activity will be a detailed research thorough visits and interaction with people within the MSME work environment. It will also help designer to generate information about the cluster units, their products, manufacturing processes, market scenario followed by identifying opportunity areas for design interventions. The research would be taken up by design expert/s for generation of design insights through various processes of exploration,

interaction and data collection. Design expert/s will take part in developing macro perspective by studying cluster scenario and micro point of view by exploring through MSME units operations. As an outcome of interactive design research, expert/s will identify opportunity areas at cluster as well as units level for design interventions and design project/s in the future course of design clinic scheme The research methodology for design study survey will include activities through observation, interaction, photography, interviews and qualitative/ quantitative design data collection. The survey will help in developing detailed map of cluster and units for identification of patterns and exploring opportunity areas for design intervention at various levels of product and human interactions.

ABOUT JODhpUR

Location
Jodhpur is located in Western Rajasthan at a comfortable distance of 300 kms. from Jaisalmer and 330 kms. from Bikaner. The city was once known as Marwar, meaning Land of Death, referring to the harsh desert climate.

Jodhpur History
Jodhpur history revolves around the Rathore Clan. The Rathores were driven out of their original homeland, Kaunaj, by Afghans. They fled to Pali, near to the present day Jodhpur. Rathore Siahaji married the sister of a local prince. This helped the Rathores to establish and strengthen themselves in this region. In some time they ousted the Pratiharas of Mandore, just 9 km of todays Jodhpur. Initially, Mandore served as their capital, but, by 1459, Rathores felt a need for a secure capital and thus it lead to the formation of Jodhpur, the Sun City, by Rao Jodha the chief of the Rathore clan. The Rathores enjoyed good relations with all the Mughals, except Aurangzeb. Maharaja Jaswant Singh even supported Shahjahan in his struggle for succession. After Aurangzebs death, Maharaja Ajit Singh drove out Mughals from Ajmer and added it to Marwar (now Jodhpur). Under the reign of Maharaja Umed Singh, Jodhpur grew into a fine modern city. During the British Raj, the state of Jodhpur was the largest in Rajputana, by land area. Jodhpur prospered under the British Raj. Its merchants, the Marwaris, flourished endlessly. They came to occupy a dominant position in trade throughout India. In 1947 India became independent and the state merged into the union of India. Jodhpur became the second city of Rajasthan. At the time of partition, ruler of Jodhpur Hanwant Singh did not want to join India, but finally due to the effective persuasion Maharana of Mewar and Sardar Vallabh Bhai Patel, the then Home Minister at centre the

princely state of Jodhpur was included in Indian Republic. Later after State Reorganization Act, 1956 it was made part of the state of Rajasthan.

Jodhpur Climate
Jodhpur Climate is of an extreme type, with the variations in temperature range being very high. Weather in Jodhpur, Rajasthan is dry and hot, a typical desert weather. The average annual rainfall is approximately 32 cm. In summer, the maximum temperature is around 42 deg and the minimum temperature is around 37 deg C. In winters, the maximum temperature is around 27.5 deg C and the minimum temperature is around 15.5 deg C. Jodhpur is bright and sunny throughout the year. The best season to visit the city is between October and March, when the climatic conditions in Jodhpur, are at their best.

Demographics
As per provisional reports of Census India, population of Jodhpur was 3,685,681 as in 2011; of which male and female nearly constitute 52.62 percent and 47.38 percent respectively. Average literacy rate of Jodhpur city is 81.56 percent of which male and female literacy was 88.42 and 73.93 percent respectively. Total children under 6 years of age constitute nearly 12.24 percent of city population. Jodhpur city is governed by its Municipal Corporation which comes under Jodhpur Urban Agglomeration. The Jodhpur Urban/Metropolitan area include Jodhpur, Kuri Bhagtasani, Mandor Ind. Area, Nandri, Pal Village and Sangariya. Its Urban/ Metropolitan population is 1,137,815 of which 599,332 are males and 538,483 are females.

Language
The local dialects are Marwari and Hindi but Jodhpur being a tourist place people do understand English even if they cant speak proficiently. This city is buzzing with tourists between October to March when the weather

is a lot cooler and the prices do go up a bit. You need to be an expert in haggling to be able to get yourself the best rates for hotel stay if you have not made prior reservations and while shopping from the pavements or else you can get fleeced.

General Economic Features


The Handicrafts industry has in recent years eclipsed all other industries in the city. By some estimates, the furniture export segment is a $200 million industry, directly or indirectly employing as many as 200,000 people. Other items manufactured include textiles, metal utensils, bicycles, ink and sporting goods. A flourishing cottage industry exists for the manufacture of such items as glass bangles, cutlery, carpets and marble products. After handicrafts, tourism is the second largest industry of Jodhpur. Crops grown in the district include wheat and the famous Mathania red chillies. Gypsum and salt are mined. The city serves as an important marketplace for wool and agricultural products. The Indian Air Force, Indian Army and Border Security Force maintain training centers at Jodhpur. Tourist Attractions at Jodhpur Located on the foothill of a sandstone hillock, the city of Jodhpur seems like an oasis in the vast desert. Jodhpur is one of the favorite tourist destinations in Rajasthan. People from India as well as all over the world visit Jodhpur every year. There are a number of tourist attractions in Jodhpur, enchanting the tourists. Jodhpur tourist spots stand as a living proof of the splendor, traditions and culture of the Jodhpur. The glorious past of Jodhpur is personified through the various forts, palaces and other monuments. The main places to see in Jodhpur Rajasthan are: Mehrangarh Fort:

The most magnificent fort in Jodhpur is the Mehrangarh Fort. It is situated on a 150m high hill. Rao Jodha, the then chief of Rathore clan, constructed it in 1459. There are a number of attractions within the fort like several palaces, galleries, a museum, temples and so on. Umaid Bhavan Palace: One of the fascinating palaces of Jodhpur is the Umaid Bhavan palace. Maharaja Umaid Singh constructed it in 20th century. A part of the palace has now been converted into a hotel and a museum. Jaswant Thada: Jaswant Thada lies to the left of the Mehrangarh fort complex. It is a royal cenotaph made up of white marble. It was built to commemorate Maharaja Jaswant Singh. Some rare portraits of the former rulers of Jodhpur are also displayed here.

ABOUT HaNDiCRafTs

WOOD HaNDiCRafTs iN INDia


Wooden Handicraft has been a style testimonial of the Indian community for centuries. It exhibits the tradition of exquisite natural beauty, elaborate woodwork for architectural purposes and the manufacture of furniture. Wood Carving : Thoroughly carved and inlaid, the wooden articles are quite popular with all lovers of woodcarvings. The range of designs include carving in hard sheesham, particularly vine leaf pattern, floral, geometric and figurative decoration, in addition to the traditional anguri and takai carvings, jali (fretted ornamentation), brass, copper and ivory inlay work. Bone and plastic are now being used as low cost substitutes for ivory since extracting of ivory is banned in India. Sandalwood and rosewood carved handicraft is popular besides heavy ornamental furniture. Saharanpur is famous for hard sheesham carvings, while Mainpur in Uttar Pradesh, Jammu and Kashmir, Rajasthan, Gujarat, Karnataka & Kerala are known for their distinctive styles of wood carving. Wood Lacquering : Lacquering on wood not only lends colour and sparkle to the products, but also smoothens out the shape thereby exposing a lustrous finesse. India is well known for ornamental lacquering involving intricate patterns like zig-zag and dana work, atishi, abri or cloud and nakkashi. In Varanasi, a number of lacquered toys and miniature kitchen utensils for children to play with are made. Sculptures : The artistic woodcarvings of southern India draws motivation from the old Indian tradition of worship. Apart from marvelous prototypes of various gods and goddesses, the wall plaques, statues and toys made of rosewood, sandalwood and teakwood are mesmerizing to behold. Kashmir, Punjab, Uttar Pradesh, Gujrat, Goa, Sikkim, West Bengal, and Karnataka are places where one can buy these sculptures.

WOODEN HaNDiCRafT CLUsTER JODhpUR


Product The Indian handicrafts have consistently been affected by other cultures, but the tradition of crafting wooden furniture is till carried on as before, leading to increase in its demand world over. Wooden handicraft cluster in Jodhpur is highly engaged in manufacturing and exporting. Wooden Furniture Antique Wooden Furniture Antique Reproduction Furniture Handmade Furniture Wooden Handicrafts Wooden Gifts Articles Wooden Decorative Items Iron Furniture

More elaborately it includes Ethnic/Colonial Furniture, Cabinets, Wardrobes, Book Shelves, Beds, Coffee tables, Dining tables, Chairs, Wine bars, Carved furniture, Painted Articles, painted wooden furniture, Antique reproductions, Wooden Decorative items Decorative Wooden Boxes, Frames (Large Picture frames, Mirror Frames, Photo Frames) Candle Stands, and many other custom made items. The wood with expert finishing gives a new character to the furniture. Be the popular dark brown, medium brown and natural finish or the two tone finish or chip-off paint, distressed, absolute black, white, rustic or modern. Some of the exquisitely designed furniture is being produced by using antique found pieces fusing with new function to turn it in to new product which reflects the essence of antique with modern functional product. Variety of design language have been demanded and ordered by clients ranging from traditional intricate design motifs, leaf patterns, floral, geometric and figurative decoration, and also simple lightly decorated minimal modern furnishing.

EXisTiNG PRODUCTs

UNiTs DEsCRipTiON (LOCaTiON, CONTaCT iNfORMaTiON)

1. Unit name & Location: Fortune Exports Owner of the Unit: Mr.Manish Mehta,Cell: 09782001191 Qualification: B.Com/MBA (manufacturer & exporter) since 2005. No. of workers: 70 Market: International Price: 80$ to 700$

Meeting with: Mr. Ashok Kashyap Designation: Quality Manager 2. Unit Name & Location: Basant Owner of the Unit: Mr.Gaurav Jain Cell: 09829022024 Qualification: Not Discussed (manufacturer & exporter) since 1997. No. of workers: 85 Market: International & national Price: 10$ to 400$

3. Unit Name & Location: Gupta Export Owner of Unit: Mr.Rajesh Gupta Cell: 09414135286 Qualification: B.Com/LLB (manufacturer & exporter) since 2006. No. of workers: 40 Market: International Price: Not disclosed

Dhana Ram, Carpenter

4. Unit Name & Location: Creative Art & Craft Owner of Unit: Mr.S.C.Bhandari, Cell: 09314701155 Qualification: B.Com/M.Com (manufacturer & exporter) since 2008. No. of workers: 45 Market: International & national Price: Not disclosed

5. Unit Name & location: Young entrepreneur Owner of unit: Mr.Praveen Dugar, Cell: 9414130550 Qualification: MBA (manufacturer & exporter) since 1997. No. of workers: 25 Market: International Price: Not disclosed

6. Unit Name & Location: Artisans Art Owner of Unit: Mr.Manoj Rathi, Cell: 09414136416 Qulification:B.Com/E.Comerce (manufacturer & exporter) since 2003. No. of workers: 65 Market: national Price: Not disclosed

7. Unit Name & Location: Cuts n Curves Partner of Unit: Mr.Narender Kumawat, Cell: 09828140090 Qualification: B.E (manufacturer & exporter) since 2007. No. of workers: 25 Market: International Price: Not disclosed

8. Unit Name & Location: Bothra International Owner of Unit: Mr.Naresh Bothra, Cell: 09828032120 Qualification: MBA (manufacturer & exporter) since 1999. No. of workers: 80 Market: International Price: Not disclosed

9. Unit Name & Location: E-213, Road no;6, C/O Gautam Textile, 2nd Phase, Basni Mr.Narpat Choudhary, Cell: 09414412321 Mail id: choudhary.narpat@gmail.com (manufacturer & exporter) since 2005. No. of workers: 5 Market: National Price: Rs 1000 to 7000

10. Unit Name & Location Shree Karni Handicrafts Owner of unit: Mr.V.S.Charan, Cell: 09829833734 Qualification: 9th (manufacturer & exporter) since 2004. No. of workers: 20 Market: National Price: Rs 100 to 500

11. Unit Name & Location: Hempushp Art Exports Partner of unit: Mr.Kinesh Gehlot, Cell: 09414129016 Qualification: B.Com (manufacturer & exporter) since 2003. No. of workers: 50 Market: National Price: Rs 250 to 30,000

12. Unit Name & Location: Master Crafts Partner of unit: Mr.Dinesh Kamnani, Cell: 09982180400 Qualification: B.Com (manufacturer & exporter) since 2000. No. of workers: 10 Market: National/International Price: Rs 100 to 10,000

13. Unit Name & Location: Hira Hastkala Udyog Owner of unit: Mr.R.K. Soni, Cell:09414495875 Qualification: (manufacturer & exporter) since 1993. No. of workers: 25 Market: International Price: Rs100 to 2000

14. Unit Name & Location: Sethia Handicrafts Pvt.Ltd. Managing Director of unit: Mr.Niraj Sethia, Cell: 09829025599 Qualification: MBA (manufacturer & exporter) since 1999. No. of workers: 100+ Market: International Price: Not Discussed

15. Unit Name & Location: Haswani Handicrafts Partner of unit: Harish Haswani Qualification: Not Discussed (manufacturer & exporter) since 1967. No. of workers: 40 Market: International Price: $ to 700$

16. Unit Name & Location: Rural Craft & Creation P. Ltd. Partner of unit: Mr.Anil Daga, Cell: 09414130018 Qualification: B.Com (manufacturer & exporter) since 2001. No. of workers: 50 Market: National/International Price: Rs100to10, 000

17. Unit Name & Location: Chandra Shekhar Exports Owner of unit: Mr.C.S.Phophalia, Cell; 09414132300 Qualification: 11th (manufacturer & exporter) since 1996. No. of workers: 100+ Market: International Price: Not Discussed

18. Unit Name & Location: Contemporary Furniture Partner of unit: Dinesh Chhajer Qualification: B.Com 2nd year (manufacturer & exporter) since 2005. No. of workers: 100 Market: International Price: Not Discussed

19. Unit Name & Location: Indus Craft Manger of unit: Mr.Mukesh Jain, Cell: 09314713706 Qualification: B.Sce (manufacturer & exporter) since 2000. No. of workers: 14 Market: International Price: Not Discussed

20. Unit Name & Location: Heritage Owner of unit: Mr.Sandeep Singhvi, Cell:09829028103 Qualification: MBA (manufacturer & exporter) since 2000. No. of workers: 27 Market: International Price: Not Discussed

RaW MaTERiaLs
Four kinds of basic raw material are being used which involves, Antique wood/wooden objects, recycled wood, fresh wood, Antique iron elements. Types of Wood used In the core of developing best characters in furniture remains genuine quality wood. A range of wooden furniture is produced from woods like: Shisham (Rosewood)- most popular hardwood for sturdy and durable furniture. Kikar (Acasia)- economic option for sheesham. Reclaimed teak- exotic end product and eco products could be achieved by using reclaimed teak, which is another option for high end products. Lot of production is done in this cluster by getting recycled wood, of durable wood from broken ships a steady source of good quality wood. Mango- extensively used for painted and carved furniture. Teak- most durable and expensive for high end products.

RAW MATERIALS

Antique wooden objects Antique Iron element Fresh wood Recycle wood

MaNUfaCTURiNG PROCEssEs
Generally, there are 4 major processes in producing or making wood based furniture. These are: 1. Wood drying 2. Machining 3. Assembling 4. Finishing

However, if the operation will be designed for mass production, then, these processes will be divided into sub-processes, like cutting, bending, molding, laminating, and assembly. Machining is divided into rough milling and fine machining. Assembly is divided into two sub-processes: sub assembly and final assembly. When using handiworks assembling of other material will also get divided more into sub component process. Finishing is divided into two sub-processes: surface preparation and polishing process.. However, the production process for furniture is not solely bending metal, cutting and shaping wood, or extruding and molding plastics. Design and fashion trends play an important part in the production of furniture. The integrated design of the article for both aesthetic and functional qualities is also a major part of the process of manufacturing furniture, and other wooden objects. In this case the designs are mainly determined by client,thus the worker genreally already has prototypes , graphs and a set hand on the product they are going to make.

Making Process

Smoothing wood surface on planer.

Aligning with aligning machine.

Cutting & sizing.

Wood carving with chisel & malt.

Fixing wood with glue.

Flatten surface of wood in clamp.

Nailing/joining of wood.

Surface grinding with grinder.

Finishing with wood touch & lacquer.

FOREIGN MARKET

INDIAN MARKET

EXPORTER

RAW MATERIAL

SUPPLIER

PRODUCTION UNIT

ARTISANS

FINAL PRODUCT DISTRIBUTION ACCORDING DEMAND OF CLIENT

RAW MATERIAL
ANTIQUE WOOD FRESH WOOD RECYCLE WOOD IRON ELEMENTS

DESIGN & DEMANDS


Assembling WORKSHOP Finishing PACKAGING Wood drying Machining

TRANSPORTATION

DISPATCH

CLUsTER DEsiGN AUDiT REpORT

Description and scope for existing products, redesign, new product development and product diversification
Issues and concerns: The existing product consists of three kinds of category in furniture and home dcor which involves furnishing for bedroom, kitchen and dining room. It also involves garden accessories to some extent. Most of the design instruction is given by the clients. Thus these products are produced according to the drawing, pictures and in some cases prototype provided by clients, which leaves rare scope for designing of the product by the artisans themselves. As their products are made from recycled wood, by using antique pieces and some time by adding fresh wood, wood is the only material which has been used all the time. 90 percent of their product is being exported, thus it is focused majorly on western market, which leads hardly any efforts to find opportunities within India. Since the profit and demand had been high from abroad their concern to invest time and efforts within India is extremely limited.

Scope for research and development


This cluster is also involved in fusing antique found objects and element in to new furniture, while simultaneously producing product from recycled and fresh wood .As wood is the only major material to be used to produce all the product, it is a constant threat to the environment as well as industry as there is no counter plantation done by any of this industries, thus at some point its going to reach at saturation point. Elements of substitute materials can be introduced for long term benifits Creating regular source of wood by plantation will help to carry on traditional craft. As their major marketing policy relies on western market, there can be threat to the futuristic aspect of the business. By covering and developing Indian market simultaneously we can still preserve Indian antique wooden crafting within our tradition and also get hold of larger opportunity in India.

Existing status and opportunity for visual identity, branding and communication design.
Issue There is not as such concentrated attention on visual identity in these units, as all their products are produced on demand basis and their design, packaging and branding elements are created and produced according to the client. And thus the need of their individual visual identities doesnt have much concern. Even the packaging doesnt involve logo, or branding since its determined according to client needs. They do carry semi fine catalogues and also have online website of their earlier products to give an idea of their production but none have a defining identity of their unit, as the styles and patterns of their products very all the time following designs given by client. The major focus is given to enrich the demand which leads to less attention on building concept like branding and identity. Opportunity Since they dont carry any kind of branding or visual identity it leaves lot of opportunity in this regards to develop ones own image within the cluster and build their clientele more strongly. The clusters that are completely depended on demand based project given by others can enlarge opportunity to find more job works. Searching and creating market possibility within India will require different kind of marketing strategy that can fulfilled by establishing visual identity.

Scope for technology, collaboration


Issues

modernization

and

design

Most work done in these units are long and worker intensive, using hand tool and simple cutting and grinding machine. The base structure used for the machine is not set up in proper posture to get proper efficiency of the machine and the worker. In the matter of worker there is always disputes because of a payments . In the case of many orders it becomes chaotic to meet the demand because most carpentry is done by hand. For intricate cutting and carving they have to rely on other more fabricated machine industries, and send works out side to get it done and that process become time taking and some time get mismanaged in transit. Most of the tools being used by sitting down on the floor, which leads to improper posture and improper way of using machines. Dangerous machine like drilling tool and cutter, grinders etc. are kept without any safety concerns in, which can lead to unexpected disasters and also such handling of the tools reduce their own longevity.

Opportunities Machine like leaser cutters can be introduced to get efficient work done at work stations. Though the cluster is known as handicraft it still uses technology in terms of mass production and meets multiple demands of similar kinds of product. Also since Carving material has to be sent out side it will gain its possibility to be done within the workstation under the supervision of artisan. Technical work division according to expertise will benefit more opportunity meet to perfection in less time.

Bed clamp for smoothing & joining of wood which took more time & energy of workers.

Wood carving by artisan from morning to evening.

Hole for bolt fitting.

Design opportunity in workstation and tooling design Issues


Extremely unorganized workstation is the biggest issue. Most places has machines, tools, raw material are in a cutter. Heavily dust covered machines can be a real problem. The placement of the machines are not in proper balance to get an effective function. Tools like grinder,cutter are placed improperly, no defined proper arrangement for keeping tools either. Most work are done by sitting in improper condition by sitting down, wrong postuer can result in unnecessary fatigue and back pain and also could be dangerous in the case of lack of concentration. Heavy electric wires and plugs are found open over the workplace. In some cases washing and water container are found close to such open wires which could lead to a dangerous accidents. Lights are not proper in many cases, and places are cluttered and Congested with unorganized materials and tools lying around everywhere, ending in to a messy place to work in. No safety issues are taken care for workes. Most of them carry on their work without using masks ,gloves or glasses while performing task like grinding, welding, cutting which is extremely dangerous for the eyes and general health of the workers. Placement of raw material is also chaotic. Some of the fragile raw material being used for making final products is left under open shade on the ground like tiles, mirrors, iron plates which ultimately lead to unnecessary breakage and damage of the material. Paintings and polishing surface are done in same place where the cutting and grinding going on, with negligible division which is not enough to present dust and ultimately result in untidy and lengthy labor works.

Opportunity Properly organized workspace can be created from existing space and arrangements to achieve more efficient work out put. Division of the work area according work and machine can be done, along with creating proper areas with safe electric power supply and proper arrangements of tools. Lighting can be improved at some places by introducing sun light inside by using roof windows, since most of the machine work is quite minute and dangerous demanding high concentration. Placement of final product, raw material, and display product can be done by finding proper arrangement within workstation using proper divisions, table, drawers, lights etc. Work like polishing, spraying & painting can be done in clean separate areas to previous dust and be more time efficient. Lot of this work is done by sitting on ground. By just adding few long tables it can turn into a more precise process of work. Since most of the paints are done directly with hand drawn line, simple introduction of masking will make it much easier and faster.

Final finishing with improper body posture & under insufficient light.

Drilling under bad light, the unorganized workstation & unsystematic.

Coloring of products without masking & neat & cleanliness.

Unaware about safety norms (when the tools should keep).

Bad coloring without any masking & the next person have to put more efforts & time to clean & finish the surface accordingly.

Packaging and logistics related design opportunity


Most of the packaging is done according to client demand. They generally use bubble wrap, corrugated sheet, foam sheet, paper strips & wooden box. Since most products are heavy and being transported abroad slot by slot through long distance delivery, their packing has to be stronger, waterproof. While using so much plastic sheet they can also use alternative environmental friendly materials like formed cloth, straw etc.

There are various ways of packing & its materials.

Exhibition/display design opportunity


This unit doesnt really have much of retail displays in shops or show room. Only few with bigger margin are having showroom display with their product. Most of these units have a divisional part made out in workstation only for display. Some of them do send their product for the some of the handicraft fair. In these cases the opportunity of display manners can be carried out. Mostly products displayed in their work station are all mixed up without having proper space and proper division of product category. And they resemble like storage space rather than display in many cases. Proper division of space and arrangement of the product according to product range will help making an effective display in simplest ways. Normal tube light has been used for display, which is not a proper way of lighting for the display. Spot lights can be introduced to highlight the products better.

Crowded, unorganized, cluttered product display which implies bad image.

Insufficient light & no color wall & roof finish.

Study of infrastructure setup from design perspective


Issue Infrastructure design in most of the unit is completely unorganized. Some of the lower segment units are lying in a cluttered way . In some cases the reason can be lack of funding to build properly organised infrastructure though even bigger units have their own unorganized stories. Division of different kinds of technical work is not clearly define and at the end turns up as functional disaster. for example ,washing of the product, aciding patina and cutting is going in same place, which turns water and other chemicals dusty to use. Same as with polishing and painting should be structured in different room where final product can be prevent form dust. The storage of raw material are generally found in clutter way, even the storage area of fresh wood which should be stored away from moisture place, water has been found on the floor. Opportunity Infrastructure has been found in particularly messy situation. Proper arrangement of existing sources can lead to more spacious and organized space for work. Machines which are generally found in improper position to work can be arranged on proper levels for worker to get ergonomic positions and create more efficient working area. Regular maintainance of the machines, working space, tools, storage areas, and display area are needed. Introducing new technical devises to handle process of production to increase efficiency level.

Insufficient light can use natural light.

Splitting water on the floor could affect the wood There is no pathway/sign divide the workstation & other row material quality. yellow line can be introduced or mark.

The electrical wire is not placed accordingly.

There is no division of materials & tools.

The washing area is very casual & not according to the ergonomics.

There is no spate, organized coloring section.

There is no arrangement inside the spraying department.

Staircase without railing & also has less space.

Using ordinary artificial light can use natural light with transparent sheet/shade.

Cluttered workstation.

Open electrical installation can be dangerous.

The office should be organized & presentable.

Cluttered workstation.

Worker without mask when doing wood work

Carelessness towards maintains of machinery.

The electrical switches and wire are open in workplace.

The products need to be kept in proper place with proper manner. The waste packaging material needs to be reuse.

The paint materials need to be written label.

Description of ergonomic and environment factors in MSME Premise

The cutting tools can be redesign according to requirement.

Different postures of workers doing work. The material should be near to working place.

Details of market and competition study for design advantages and distinction
Issue Marketing policy in the cluster has very defined line since 90 percent of their production is done on fixed demand by client, the idea of visual marketing doesnt apply much here. Internal competition between the units an points like price and quality can be factor at some point. But some units have their own fixed clients and believe that they have no competition. Many units keep some of their production and marketing elements secre for the fear of losing chance in internal market, and create lack of interaction within other units about new policies. Despite the monopoly of the market these units dont have their own barcode or packing codes, they are all controlled by their client. Lack of visual identity becomes an issue in terms of future market diversification. Most of them stick to the idea of their present state of market which mostly deals with demands from abroad. there is a lack of interest in finding alternative market options. Opportunity A kind of an approach could be introduced amongst the cluster unit to be interactive at some points to get mutual yet more opportunities which help developing the cluster value on larger aspects. Indian market can be explored more widely as the area of interest remains completely negligible amongst all the units at best. Product and design diversification approach can be developed instead of a monotonous production list.

Study for the need of training and skill up gradation


Skill approach amongst craftsmans and worker can be found in imbalance when the techniques havent been carried over skill fully from the experienced craftsman by the newcomer. Workers working in thies units are of average age of 20 to 40 years. Most of the labor keep on migrating to other unit on finding better opportunities and pay, so the pace of work get frequently disturbed while one skilled craftsman leaves without transferring skills to the new. Ignorance in workers mind to adopt new technologies and new processes. Lack of knowledge of safty concers while working and lethargic, careless attitude while using dangerous tools can affect both productivity and once health.

Opportunity Developing and designing a system to provide proper technical training and knowledge to hold on artisans and craftsman for longer periods of time. Skill oriented workshop should be conducted from time to time. Training workshop should be conducted time to time and by creating little competitive environment with in the work space would give an influential and motivational approach amongst craftsman to improve their skills rather than the monotonous approach to finish the work. New upgraded process should be introduced time to time to increase efficiency amongst workers. Workspace relation related training could be approached to create a better understanding between worker and authorizations. Safety information and an attitude towards efficient working method should be adopted and encouraged.

Workers are working without any safety when working on metal/wood.

The spraying/coloring space need to be neat & clean with proper arrangement.

The working height is not according to ergonomics.

The place to keep tools, paint & other such material need to be very organized, spacious with proper division & labeling/naming.

Scope for design intervention for benefit of MSME Units


Opportunities By generating interactive sources from bigger units and marginally small will develop an opportunity of sharing skills and external needs of market. Exchange of over workload can be distributed within other units of the cluster find benefits of consuming same amount of works and fulfilling needs of the market.

Design project opportunities in detail at MSME units level

Work station design

New market

Skill upgradation

Product development

Common centre

Space design System design

SWOT ANaLYsis
STRENGTH Increasing international market demand Increasing taste for Indian antique world wide Direct approach meet to demand Complete focus on production according to client demand and design Genuine amount of monopoly in the wooden handicraft International standard packaging and transport Fixed buyer and traders WEAKNESS Lack of interest to develop infrastructure(especially amongst small units) Lack of approach to marketing / production / routine interest in design almost all levels visual identity / workspace / work OPPORTUNITY Developing interest towards Indian market Preserving Indian antique in India by developing taste and demand for India. Taking initiatives to production design Introducing alternative raw material against wood. Introducing visual identity for Indian market THREAT Decline in international market due economic imbalance in west Saturation point for antique findings Loosing precious Indian antique Environmental instability/ / deforestation Monotonous growth graph

Shortage of trained workers due to continuous migration to other units Ignorance for safety initiative for worker Unorganized workstation and messy skill

Less initiative to development approach

Ignorance in adopting new technology and strategy amongst workers and management Weak and messy display methods of products

CONCLUsiON
The visit and study of the Jodhpur wooden handicraft cluster focuses on the marketing and production strategy of the cluster at different level. While learning and observing about the existing policies of the cluster and imagining futuristic policies to continue and expand this cluster will provide an opportunity to an interactive sharing of knowledge and skills to plan their futuristic marketing and production strategies. As mostly this cluster are having their monopoly in the market of wooden handicraft specially as most of them are dealing with direct fixed cliental and production demand. Presently the threat of continuous market research and design knowledge at various stages are not considered as an important factor of their business. But while over looking their strategy of dealing with their business has greater environmental and industrial threat in long run. As the point above has described to develop the marketing space within other areas like in India it will lead to wider opportunity to the business. As even Indian market is increasingly becoming more aware and conscious about indigenous test and choice this opportunity is worth exploring and to adventure in to expanded market benefit within Indian. And at the same time substitute material can be introduced to help the deforestation also putting efforts on planting trees, otherwise at the end its a threat to environment. With planned design strategy the cluster can also develop their own designed products rather than just completely being dependent on the order base work. Efficiently organized workstation, better system design, training and workshops to marketing management as well as workers and craft man to be updated and to be more efficient, and an open attitude to adopt changes in demand and to develop changes can be very fruitful and strong to the development of the cluster.

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