Spotdesignclinicreport PDF

KERALA TERRACOTTA TILES
SPOT DESIGN ClINIC REPORT

MSME 2012
Submitted by:
Pushplata Swarnkar
and Anjani Kumar
Synopsis
15 August 1947, when we saw the re-birth of a nation; INDIA with its
already rich cultural heritage needed to come at par with the rest of
the world in terms of growth. Growth could be achieved through new
technologies and better production processes. Visionaries of India came
together on a unanimous decision to bring new dimensions to production
process of small scale industry prevalent in India at that time. Charles and
Ray Eames, the world renowned designers were called up to suggest new
design program to serve as an aid to small scale industry. The India report
generated by the team of Charles & ray Eames suggested an institute
which could serve as a centre for design research, service & training in
industrial design and visual communication. National Institute of design
came into being from 1961 as an autonomous institute for design. Since
then National Institute of Design has developed as a premier institute
offering multi-disciplinary approach to design, to satisfy the complex
problems of Indias changing environment. The institute is also very
much concerned about the development of Craft, Micro, Medium and
Small scale industries.
The National Institute of Design, Ahmedabad, has been setup as the nodal
agency for the Design Clinic Scheme. With its rich experience in design
training and consultancy, NID will act as matchmaker to the MSMEs and
design professionals. It shall also administer effective implementation of
the plan.
Design Clinic Scheme is an initiative of the Ministry of Micro, Small &
Medium Enterprises (MSME), Government of India (GOI) & National
Institute of Design (NID). 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.
As a designer it is always desired to get challenging and interesting work
Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012
opportunities, one of them is a MSME sector. In todays context, the

demand is for products having function and utility value by using the
strengths of the same materials. Hence, for contemporary application it
is important to have knowledge of traditional techniques, materials and
processes as well. Since time immemorial Micro, Medium and Small
scale industries has always served the society with articles of daily use.
These medium and small scale industries were run by the individuals
and community whose economic activity wholly depends upon a certain
product made by specific materials.
The basic aim of design intervention in MSMEs is to serve as an aid
to these industries and help in creating a constructive environment for
promotion and development of the MSMEs sector for preserving &
promoting the culture heritage of the state and to promote transfer of
skills and their up-gradation.
Being a Ceramic and Glass Designer, Terracotta as a material is always
one of passions to work on it. From the beginning of academic courses
there is a great interested in terracotta work. As an opportunity there was
a search of place which nourished purely terracotta items. Kerala founded
as one of the hubs of making varieties of terracotta tiles. Simultaneously,
Kerala is the most popular state in South India Also known as Gods Own
Country.
A terracotta tile is cool, plain and simple and imparts character to a house.
Durable and inviting, it blends well with almost any decorative colour
scheme. An increasing number of builders and homeowners all over India
are taking to terracotta tiles as an eco-friendly, cost-effective roofing and
flooring option.
This Report is based on interactive study of two significance terracotta
tiles companies which located nearby Trichur district in Kerala. The study
and report is according to 2 days Spot Design Clinic Workshop under the
principle of MSME (Design Clinic) scheme.
Content
Synopsis
1@ Introduction1a. Spot Design Clinic Workshop
1b. Marked MSME Units for Spot Clinic Workshop
2@ Background2a. Indian History of Terracotta Tiles and Mural
2b. Importance of Terracotta Tiles in Kerala
2c. Kinds of Terracotta Tiles
3@ Unit wise Design Audit:
3a. Unit-1, St. Josephs Clay Works (Present Scenario)
3b. Unit-2, St. George Clay Product (Present Scenario)
4@ Study of Scope in Workstation and Tooling Design
5@ Study Ergonomic and Environment Factors in MSME Premise
6@ Study of Infrastructure and Capability Enhancement from
Design Perspective
7@. Scope for Product Design, Redesign, Product Development
8@ On the Spot Remedial Design Solutions and Potential Design
Project
9@ Scope of Research and Development
10@ Scope for Operations and Process Innovation from Design
Perspective (Opportunity Mapping)
11@ Analysis
11a. SWOT Analysis
11b. Issues & Concerns
11c. Present Status of Design at Units
11d. Design Interventions Need Areas
12@ Conclusion
13@ References
14@ Profile of Design Experts
1. Introduction
Spot design clinic workshop

About Scheme:
Salient features
The Scheme provides for 75% financial assistance with a maximum of

Rs.3 lacs for conducting second level Design Clinic Scheme i.e. Design
Awareness Programme consisting of need assessment survey and design
clinic workshop of different durations. Many of the MSME Associations
being part of a large number of unorganized sector, they find it difficult
to get the requisite number of units for participating in the survey and
workshop. In this context, there have been suggestions from the design
community to work out a system by which the designers and participants
of MSMEs need not have to spend more than 2 days and in one go both
the needs of the clusters are assessed and spot solutions suggested by the
designers.
The PIC has approved a Spot Design Clinic Workshop module (salient
features given below) which can be either a single day or maximum 2
days and either the designers, MSME Associations or small group of
MSMEs can get together and arrange Spot Design Clinic Workshop with
the empaneled designers.
Spot Design Clinic Workshop is a condensed application of Need

Assessment and Workshop under the Design Awareness Programme
component of the Design Clinic Scheme.
The Professional Designer or a group of like minded MSMEs/their

Associations take initiative to hold the programme at short notice.
No expensive formal venues or arrangements required resulting in
savings for the Units participating. The group can decide the number of
participants and share the 25% of the costs involved.
Without the necessity of formal orientation, theoretical introductions
and going through case studies etc, the Spot Workshop attempts to
straightaway take the participants to the problems and solutions required.
Thus the workshop becomes "matter of fact and relevant to the need"
marked msme units for Spot design clinic workshop

Unit-1
St. Josephs Clay Works
St Joseph's Clay Works, pioneer in tile manufacturing in Kerala (India),
with rich experience of more than a century, is now synonymous for
quality roof tiles, floor tiles and decorative tiles. Tiles are manufactured
in a state-of-the-art production plant with stringent quality tests. Their
infrastructure include modern R&D lab for designing innovative products.
They are the market leader in tile segment in Kerala and They strive for
continuous improvement of product design & quality. With over 100
years of experience in tile manufacturing, Kanichai group is the harbinger
of Terra Cotta products in Kerala. Over the years, connoisseurs and users
have appreciated the undeniable aesthetic brilliance and high quality
of our Terra Glaze range of products which are moss resistant / heat
reflective glazed roof tiles. Their products have been used for roofing and
flooring so many mansions, buildings etc (including Le Meridien) and are
recommended by famous architects & buiders in India. St Joseph's Clay
Works has ISO 9001-2000 based quality system.
Contact Details:
St Joseph'S Clay Works
Mr. Manager
Piraroor Po Kalady
Ernakulam, Kerala - 683 574, India
Telephone
Website
+(91)-(484)-2462878
+(91)-(484)-2460594
http://www.stjosephsclay.com
Unit-2
St. George Clay Products
St George Clay Products, established in 1968 and located at Annamanada
(Kerala, India), have reached new heights thru dedicated team work,
credibility and by implementing innovative ideas. Products manufactured
by the firm include Roofing / Flooring / Under ceiling tiles, Ridges,
Tailors, state-of-the-art decorative Roofing / Wall tiles. Superior product
quality and right cost have been creating more and more satisfied
customers. The firm is promoted by the Kanichai group, market leader
in diversified fields, especially clay products. The products have been
used for roofing / flooring so many mansions and buildings in and around
Kerala. Vast experience in the field of clay tile manufacturing together
with professional approach resulted in fast growth of the firm which has
become synonymous for quality clay tiles.
Contact Details:
ST. GEORGE CLAY PRODUCTS
KALLOOR, ANNAMANADA 680741
THRISSUR Dt, KERALA, INDIA
Email: a_kanichaiv@rediffmail.com
Phone: +91-4802770028, 2772527, 2770055, 2772690
Mobile: +91-9446510933 (Proprietor)
Mobile: +91-9447045055 (Manager)
2. Background
history of terracotta tiles

History of Terracotta Tiles - World
The oldest shaped bricks found date back to 7,500 B.C.They have been
found in ayn, in the upper Tigris region, and in south east Anatolia
close to Diyarbakir. Other more recent findings, dated between 7,000 and
6,395 B.C., come from Jericho and Catal Hyk. From archaeological
evidence, the invention of the fired brick (as opposed to the considerably
earlier sun-dried mud brick) is believed to have arisen in about the third
millennium BC in West India.
The bible, in the book of Exodus, tells how Pharaoh forced the Israelites
to make bricks without providing any straw for their manufacture and
how his oppression led to their leaving Egypt for the promised land.
These ancient bricks were former of mud and straw and were dried by the
heat of the sun. They were not very stable or durable. From about 3500
BC the technique of firing bricks in a kiln was discovered
In the medieval period, the revival of the craft took place first along the
eastern seaboard, where contacts with the continent were strongest and
provided a strong fire proof alternative to thatching.
By the 18th century, tiles had become the standard roof covering wherever
there was an abundant local supply of suitable raw materials, a source of
fuel and a thriving craft tradition. The production of clay tiles began as
a very small scale industry, with many districts having only one source
of supply. Over time, roofers developed their own construction detailing
and distinctive methods of laying roofs that provided their neighborhoods
with distinctive local appearance and indigenous form old building.
*Source: Wikipedia and various other books and web sites
Mid 18th century - Albemarle Row, Clifton

The process of industrialization and the improvements to the national
transportation network in the 19th century led to a widespread use of
machine made, though still distinctive, clay roof cladding.
Now, in the 21st century, the quality of the built environment is becoming
increasingly important and planners are kept to preserve the heritage and
regional variation that remains. A panoramic look across the rooftops
everywhere with each region set apart from the rest by its own, distinct
clay roof tile heritage.
10
History of Terracotta Tiles - India

The Mangalore tiles were first introduced to India in 1860 by a German
missionary which was the first clay usage found in India in an organized
way other than the local handmade bricks used. Plebot set up the first tile
factory at Mangalore in 1860, after they found large deposits of clay by
the banks of the Gurupura (also Phalguni) and Nethravathi (also Buntwal)
rivers.
Since then the clay industry grew in India as the abundance of the raw
materials and the skilled labor.
As the production became more organized and the demand increased the
terracotta industry flourished in India rapidly.
11
importance of terracotta tiles in kerala

The way a terracotta roof tile is designed is of the upmost importance
here, for it is quite unique in how it functions by using its large channels
to drain water away from all areas of roof.The area like all of Kerala gets
pelted during the monsoon rains. As a result these houses also posses
the primary characteristic of Kerala houses, the steeply sloping roofs.
These roofs protect the house from the torrential rains and are built with
terracotta tiles laid over a wood frame.
Traditionally clay tiles were used for floor of the Kerala House and
Kerala houses or rather Kerala style of roof is supposed to be slope roofs
with clay tiles laid over wooden reepers and wooden koodu with wooden
thulam,kazhukkol etc properly installed by old asaris with precision.
As wood became costlier and when concrete roof became popular, Kerala
Architects tried to give similar old Koodu appearance with slope roof
concrete as roof which will later have clay tiles laid over it complete
with old Mukhappu and Thoomanam. Mukhappu comes at the top of the
sloping portions of the slope roof and sometimes in the middle of one side
of slope roof. Thoomanam used to be made by wood at the bottom end
where clay tile reaches at the bottom. Rain water falling on the slope roof
will flow down fast due to the slope and when water reaches the bottom of
the slope roof, Thoomanam will act as a divergent to direct water directly
towards ground instead of it flowing inside to wall of the house.
Now a days clay tiles of smaller dimensions and of different shapes are
available. Even on floor one can use these clay tiles which are healthier
to use as they do not have negative energy unlike other normally used
flooring materials. Here again different models and designs are available
of course with better strength and practically wear and tear resistant.
If one can give an anti-fungal exterior paint over these tiles it will go
without any fungus for about five years. Costly baked with anti-fungal
paint clay tiles are also available which will last longer fungus resistant
A terracotta roof is a fantastic, hardy and great looking roof covering. If
kept well maintained, this product will protect you home for many years
to come, only requiring small repairs.
12
Types of terracotta Tiles

Some Facts of terracotta:
2.
Pavers Tiles:
The word Terracotta or Terra-cotta is originated from Italian word "baked

earth",in Latin terra cocta is a clay-based unglazed ceramic.
The reddish Color of terra-cotta materials is due to the presence of the
iron content in terracotta. The shades of red varies according to the composition of the iron content in the raw materials used in the production
These paver tiles are used as permanent mark in parking bays, cross
walks, and in similar places.
Types of Terracotta tiles:

1.
Floor Tiles
3.
Wall Tiles
13
4.
5.
Ceiling Tiles
7.
Jalies
Roof Tiles
With these tiles there are other terracotta products has good market in
all over India. Many terracotta tiles companies are in manufacturing of
these products like:
Hollow Bricks for walls
Hollow Bricks for Roofs

6.
Ridge Tiles
Pottery etc.
14
3. unit wise Design Audit
15
unit-1
st. josephs clay works (Present Scenario)
St Joseph's Clay Works, pioneer in tile manufacturing in Kerala (India),

established in 18th January 1989.
Basic information about the unit:
Industry type: Terracotta Tiles
Nature of business: Manufacturing
Types of products/services: Terracotta Roof Tiles, Terrcotta Floor
Tiles, Wall Mural.
St Joseph's Clay Works has ISO 9001-2000 based quality system
No. of Employees is 30-40
Working hours- 8:30 a.m. to 5:30 p.m. and Monday to Saturday
Basic payment of workers is Rs.290 per day and for supervisors is
above Rs. 10000 depends on experience and nature of work.
Per day production ?
Tiles Manufacturing Unit
Mr. Joseph Kanichai, Managing Director (Partner)
Mr. Anjani Kumar (Design Expert) With MD while discussing

on program
16
Terracotta roof tiles:
Poduct Details:
Over the years, St Josephs Clay Works is in manufacturing of Terracotta
roof and floor tiles. They have infrastructure of producing Terracotta
Glazed Roof Tiles as well. But due to the maintenance and repairing of
Tunnel Kiln They are not making Terra-Glazed Tiles now these days.
The company is very much interested in doing Mural and Pottery work
according to market demand. Recently they have started a small unit for
Terracotta Mural work. Within the available clay and infrastructure they
are able to make Terracotta Murals. For Pottery items they buy Pottery
articles from the local potters and do the reduction firing over the articles
to get the blackish effects and cell it to market.
Terra-glased roof tiles:
Product Range
Terracotta Roof Tiles
Terracotta Mural
Terracotta Floor Tiles
Pottery Articles
17
Terracotta Tiles Specification:
Sl.No.
Product Name
Size in mm
Size in inches
A.C. in Sq.Ft.
Weight/tiles in Kg
Price in Rs.
Single Groove Roof Tile
410 X 240
16 X 9.5
1.4 Nos
2.100
16/pcs
Double Groove Roof

Tile
420 X 240
16.5 X 10.5
1.25 Nos
2.800
25/pcs
Medium Roof Tile
300 X 200
12 X 8
2 Nos
1. 750
16/pcs
Medium Roof Tile
230 X 150
9 X 6
3.25 Nos
1.000
8/pcs
Medium Roof Tile

Spanish Pattern
270 X 170
11 X 7
2.5 Nos
1.250
14/pcs
Archana
185 X 160
7.25 X 6.25
4 Nos
0.750
7/pcs
Spanish Pattern-Mini
170 150
7 X 6
4 Nos
0.700
6/pcs
Ridge Mangalore Pattern
395 X 255
15.5 X 10.25
1 No/RFT
3.000
30/pcs
Product
18
Sl.No.
Product Name
Product
Size in mm
Size in inches
A.C. in Sq.Ft.
Weight/tiles in Kg
Price in Rs.
Ridge Medium
270 X 180
9.5 X 6.75
1.5 Nos/RFT
1.200
14/pcs
10
Ridge Mini
180 X 115
7.5 X 4.75
2 Nos/RFT
0.525
8/pcs
11
Portuguese Tile
200 X 200
8 X 8
2.6 Nos
1.00
7/pcs
12
Floor Tile
225 X 225
9 X 9
1.75 Nos
1.500
14/pcs
13
Hexagon Tile
225 X 225
9 X 9
1.8 Nos
1.500
14/pcs
14
Wall Clading Tile
225 X 80
9 X 3
5.3 Nos
0.400
6/pcs
19
Row Material
The basic row material of making Terracotta Tiles is Clay. They mix
tow kinds of clay one has plastic property and other has corrosive
character. They buy the clay mainly from Banglore and Local areas.
Corrosive clay
Plastic clay
Woman carrying clay for mixing
Composition:
Corrosive clay + plastic clay
25-26%
74-75%
Clay has good plasticity
Workable for pressing and throwing
Slow drying.
Iron amount is 12-15%. So that it gives good red color after firing.
Clay cost is Rs 2/Kg
Mixed Clay
20
Manufacturing Process:
Clay curing
Clay preparation
Dry brick/lump
powdering
Pre- mixture
Water spray
High speed roller

(grinding)
Sieving
Pug mill (extrusion)
Drying
Dry pressing
De-airing pug-mill
Firing
After bisquiting
applying glaze
Wet pressing
Terracotta tile
Glost firing
Terracotta glaze tile
21
The unit has two king pressing method for making tiles- Wet Pressing
and Dry Pressing. For both the process they prepared the clay in different
way. A fly or hand pressing is necessary for both dust clay and wet clay
pressing.
Dry Pressing/Dust Pressing:
The procedure may be briefly described as the bonding together of dry
clay, in shaped dies, under great pressureso that he tile is strong enpugh to
hold together untile fired. For dry pressing the water content is kept down
to between 5 and 15 percent, this being sufficient to bond the particles of
clay.
Clay dust and water mixing chamber
Pressing:
Left to right: Hand Pressing, Certain amount of clay filling in mould and removing the shaped tile
Dry clay sieving
22
Wet Pressing/Plastic Pressing:
Method:
The procedure also has the bonding together of wet clay, in shaped dies,
under great pressure so that the tile is strong enough to hold together
untile fired. For wet pressing the amount of water content is kept down to
between 25 and 30 percent, this being sufficient to make plastic clay.
Once the shape and pattern or texture oof the dies has been decided upon
and the dies made (both a die for top of the tile and one for the bottom)
palce them in the press and fill the bottom die with a measured amount of
caly (The exact amount of clay necessary to produce a tile of the desired
thickness must be determined by experiment.) Apply the presssure and
then release it, remove the compressed piece and set it to dry.
The die must be treated with a water repellent such as rape-seed oil, and
this coating regularly reapplied as necessary.
Pressing:
Clay mixing with water
Making clay lumps in deairing pugmilla
Clay lumps
23
Clay lumps into a measuring pug-mill.
Tile pressing
Clay lumps in measured pieces
Wooden slab to keep the wet tile
Clay lumps for pressing
Storing the tile on trolly to place another places.
24
Drying
Drying the wet tiles in shelves on wooden slab
Drying the tiles on the top of kiln
Kilns hot air is used to dry the tiles on the floor
Finishing the tile before firing
25
Firing
This is a unique kind of kiln for firing. Its like two storage building, where
ground floor is firing zone and top floor used as drying zone for tiles
before firing.
The firing temperature is around 800-900 Degree Centigrade and basically
they use wood as fuel for firing.
Left to right: Side view of kiln, Wood as fuel for firing and Kiln loading
Left to right: Firing zone, putting fuel to the furnace, unloading the kiln, packaging and transportation
26
Mural Work:
They have recently started a small unit for mural work. A mural is any
piece of artwork painted or applied directly on a wall, ceiling or other
large permanent surface.
27
Product (Mural) Range:
Different range of murals, Utility purpose murals and decorative.
28
Mural making process:

They use the available clay in factory processed it and make that clay
workable. After processing the clay they make small tile or slab according
to design and apply the Design on it. After complete finishing and drying
the firing processes takes place in the kiln. Sometime they do the reduction
firing to get the divers effect or to achieve color variation.
Total 6 artisan is working in this segment at present.
Clay preparation
Making clay slab
Cutting slabs
into required sizes
Applying
pattern or drawing
Cutting and finishing
Drying
Firing
Reduction firing
Final Product
Final Product
29
Pottery Work:
In this segment they dont have there own infrastructure. Now these days
they are into value adding on pottery articles through reduction firing.
They perches articles from local potters and do the reduction firing over
it. Which gives blackish effect and enhance its beauty. For reduction firing
they use coconut shell.
Reduction Firing
After Firing effect
30
unit-2
st. george clay products (Present Scenario)
St George Clay Products, established in 1968 and located at Annamanada

(Kerala, India).
Basic information about the unit:
Industry type: Terracotta Tiles
Nature of business: Manufacturing
Types of products/services: Terracotta Roof Tiles, Terrcotta Floor Tiles
St. Joseph's Clay Works has ISO 9001-2000 based quality system
No. of Employees is 40-50
Working hours- 8:30 a.m. to 5:30 p.m. from Monday to Saturday
Basic payment of workers is Rs. 240 per day and for supervisors is
above Rs. 10000 depends on experience and nature of work.
Per day production
The manufacturing unit
Discussion with M.D. Mr. Thomas Kanichai
31
Poduct Details:
St. George Clay products is one of the oldest terracotta tile manufacturing
companies. The company is purely involved in manufacturing of roof and
floor tiles. They have various range of roof and floor tile.
Product Range
Terracotta Roof Tiles
Celing Tiles
Terracotta Floor Tiles
Others
32
Terracotta roof tiles:
33
Terracotta floor tiles:
Roof Miscellaneous
Terracotta floor tiles:
Others:
34
Manufacturing Process (Flow Chart)
Clay preparation
Dry brick/lump
powdering
Water spray
Sieving
Drying
Firing
Terracotta tile
Dry pressing
35
The unit is using only dry pressing method for making tiles.
Dry Pressing/Dust Pressing:
The procedure may be briefly described as the bonding together of dry
clay, in shaped dies, under great pressure so that the tile is strong enough
to hold together until fired.
For dry pressing the water content is kept down to between 5 and 15
percent, this being sufficient to bond the particles of clay.
Raw materials stored at the corner
Clay dusting machine
Clay dust and water mixing chamber
Dry clay sieving
36
Pressing:
Left to right: Sieved Clay Carrying to the Press machine, Hand Pressing, Certain amount of clay filling in mould and removing the shaped tile
37
Drying:
Drying the tiles on the top of kiln
Drying the tiles through hot air of Kiln
Green tiles going through electric automatic trolley
38
Firing:
Left to right: Side view of kiln, Wood as fuel for firing and Kiln loading
Left to right: Firing zone, putting fuel to the furnace, unloading the kiln, packaging and transportation
39
4. Study of Scope in workstation and tooling design
Automatic press machine for

roof tiles manufacturing could
be introduced where production
is high.
Using traditional kiln method

to fire articles which reduce
overall production percentage.
Modernized shuttle kiln or
electric bills could be setup
for batch firing of tiles as well
as pottery & murals.
Cluttered and unorganized

workstation could always
reduce the work efficiency
and product quality. Need
to be organized with proper
arrangement to access things.
Better ergonomics tool could
be used which enhance the
work efficiency & quality.
40
5. Study ergonomics and environmental factors in msme premise
Smoke during reduction fire/giving after-effect

could be harmful for human health. Need to be have
a proper workstation with chimney.
Small trollies inside the workstation would be better option to carry or

sift things here & there. Also it will be reduce the risk of breakage and
human body pain. A platform for mural and detailing works can be setup
to work in semi seating as well as stand-up position to increase the work
quality and solve ergonomics bad causes.
41
6. Study of infrastructure & capability enhancement from design perspective
Existing pottery range out sources from

local potters/craft cluster and the unit
use to redesign it as well as giving after
effect/ black effect.
Requirement for the new segment:

o
Set-up the electric wheel, shuttle furnace and semi-automatic
machine to avoid hard labour and energy over manual tools.
o
Maximized and controlled use of sunlight and heat releasing from
furnace to get proper dryness of green wares.
o
Skill up-gradation & techniques to get a quality products.
o
Other such item could be developed with wastage or waste
materials.
Proposed infrastructure for

future to start new product
line (pottery & murals).
42
7. Scope for Product Design, Redesign, Product Development

To develop a new design, Keep in mind its functional aspect.
Problem area: Water leakage in rainy season

Develop a new pattern in the surface of the roof tile through different
colors.
New design can solve the problem
43
To develop pottery section including the present infrastructure.
Required infrastructure
2-3 electric wheel
Pottery items
4-5 skilled worker/ 2-3 of them good in throwing and rest of them good
in applying glaze and finishing.
Two kinds of pottery items
Good design product .

Mass production
Decorative items
Available infrastructure
Functional items
Clay preparation
Batch production
Glost firing
Required infrastructure
One designer/ for good design product.
Available infrastructure
Clay preparation
Bisquite firing
Bisquite firing
Mould maker / Skilled workers.

Glost firing
Number of mould maker and skilled workers depends on number of

production.
In one mould 70-75 times casting is possible.
Slip making infrastructure.
44
Introduce decorative terracotta tiles for interior. Floor tile or wall tile etc.
Wall tiles
Ceiling and tiles
Mural work:
45
8. On the Spot Remedial Design Solutions

Problem
Terracotta Mural tiles got moss after certain time of installation due to moist
weather of kerala. Due to this problem the company is getting many complains
from clients.
Solution
By applying the following treatment one can prevent the moss from terracotta
tiles :
1- The application of transparent glaze in fired terracotta tiles will prevent the
problem. Also it will increase the durability and enhance its aesthetic value.
2- The application of 1-2 coat of fevicol/glue on fired terracotta mural tiles
will also prevent the moss problem. The fevicol/glue should dilute with water
in the ratio of 70:30 (70% = water and 30% fevicol/glue). For even and good
shining result apply with brush.
46
9. Scope for research and development

Scope for research and development
Design research
o
Information collection
o
Market Survey
o
User survey
o
Consideration according to culture
Analysis
Ergonomic considerations
Conceptualization & Ideation
Detailing
Prototypes/sampling
Target market study and analysis (user requirement, usage
constraints)
Competitor mapping and positioning
Feature, function and ergonomic data collation
Framework in terms of size, weight, volume etc based on
third party components identified
Study of sizes, fits, material data and tolerance of existing
products
The objective of the design intervention is to assist the concerned unit in

developing a quality product that has an excellent market potential along
with the capacity to expand their product line.
The project involves comprehensive assessment (Technical, Functional
and Aesthetic value) of a terracotta products developed by these units.
This innovation calls for design intervention and product development
to provide the products with a distinct identity and appeal for its relevant
market segment.
47
10. Scope for operations and process innovation from design perspective
(Opportunity Mapping)
Raw Material
Better quality raw material and its
availability, time to time training.
Process
Skill up-gradation, workshop cum
training, awareness of modern
trends.
Ergonomics
Better tools with grip, right
techniques and body posture,
Stacking & Packing

Better stacking & space for storage,
better display or exhibition room
Transportation
Better cure & precaution,
connectivity with internal and local
roadways.
Branding
Proper marketing, advertisement
and distribution.
Market
Expansion of new market, region
and dealer.
Products
New segment (pottery & mural),
new contemporary design &
product line.
End Users
Aesthetic products, targeted area,
modern need and trends.
48
11. analysis
11a. SWOT analysis
11b. Issues & concerns
11c. Present status of design at units
11d. Design interventions need areas
11a. SWOT analysis

Strength

Artisans skill

Fix market

Regular order

Very less competition
within Kerala

Availability and cheap rate
of raw material like- clay, wood,
coconut shell etc.

Better labour pay comparing other factory

Regular participation at
various exhibition
Weakness
Opportunity
Threat

Old machine and outdated
technology

Shortage of workers

Huge breakage at every
stage of production

Less awareness about products quality among workers

Health hazards

No proper display area /
exhibition of products

Product line according to
contemporary trends

More production per unit by
adding infrastructure or up-gradation

Expansion of product range/
new segment with value addition

Earthenware Pottery and
Terracotta Mural segment

National and International
fairs and exhibition

Visual identity of products

Display and retail units for
their products.

Having mainly local market

Availability of workers

Competition with other terracotta products manufacturer

Les technology adoption

Huge dependency on raw
material (clay & wood), gas &
water which are non renewal able
resources
49
11b. Issues & concern

- Lack of better awareness
-
Pollution due to smoke firing
-
High self to keep green tiles could cause accident & product
damages
-
Cluttered workstation affect the production quality and work
efficiency
-
Technology innovation and research & development
-
Old method and furnace to fire tiles
-
Need to improvise management efficiency
-
Catering to local markets mainly
-
Stacking space & packaging
-
Transportation & logistics
-
Quality of raw material and skills
-
Need to increase their production capacity
-
Wastage percent at every stage
-
Skills, artisans and workers availability
-
Quality check & standardizations
-
Work environment
-
Time management/unorganized workstation
-
Work station & tough job
-
Small name or brand identity
50
11c. Present status of design at unit
At the present scenario, both the units have not design conscious up to
the level, where a directional design intervention need in every sector
whether it is product, its production process, market, and workers & their
health. There is lack of awareness, health consciousness, and technology
as well as work environment.
Both the units need a proper system and an effective business model
where each and every thing could take care by few responsible hands/
staff. So that organized format would be helpful for their betterment from
ground level instead of diversification to other business.
We as a design expert, always imagine that a unit should have a better
eco-friendly environment, quality production, user friendly workstation
and tools with sustainable practices and processes in the place.
51
11d. Design interventions need areas

Raw Material Improvement:
Raw material quality & quantity should have to check before buying.
Product Improvement:
New innovative and trendy products, products up-gradation, could be
developed keeping in mind usages and modern trends, Pottery (red and
black) and terracotta murals with combination of other materials could be
introduced.
Process Improvement:
Traditional techniques need to modernize with better practices & precision,
electric wheel and semi automatic machines- to reduce hard labour and
increase productivity, need precise tools and techniques training.
Production Process Improvement:
Sizing & Shaping Improvement: Making murals and its finishing is time
consuming, casual attitude or doing without precise marking, traditional
tools implies the human error, unaligned, uneven finish outcome,
improvise the skill and practices, develop proper base, grip and fixtures
for better positioning during artistic work also allow slow drying and use
of heat releasing from furnace.
Drying Improvement:
Weather contact cause moisture and aging decrease the material quality,
environment and materials quality concern and need to avoid it.
Treatment Improvement:
Pattern making, surface decoration and colour application should be even
& balanced, surface embellishment need precise handling and finally
the assembling and framing need extra care where the product aesthetic
reflect.
Colour Application Improvement:
Natural clay colour, smoke black and combination of both could be better
executed keeping in mind usages, demand and modern trends.
Packaging Improvement:
lacking of proper packing, no separate packing, no visual identity, grading
and quality information over the packet, could enhance brand identity
gradually & introduced the quality products with variations, need to use
graphics and description over packet for enhancing visual message &
products appeal.
Loading & Transportation Improvement:
The loading methods, means of transport and roads condition are not good
enough, need to avoid improper loading which could caused damages the
products, internal roads should more wider to ease transportation.
Exhibition & Displays Improvement:
A proper work display and product exhibition always reflect the visual
impact to the client/ party who is going to placed order, so there should be
proper display rack, space with better quality enough, need to understand
display design and have to be proper awareness regarding visual
merchandising and its effectiveness.
52
12. Conclusion
The Kerala/South Indias clay craft is very popular and has significant
role in its culture and tradition. A number of families in the southern India
engaged in the occupation of making terracotta products as a hereditary
business.
At the present scenario, there are some clusters that have towards its
downfall due to several issues, design is a big concern and due to not
sufficient design intervention. The situation is getting decline day by day.
As design maturity needed in each level of the cluster as well a unit start
from the production to skill to technique and methods to final delivery to
the market.
The units does not have proper work environment which gives health
issues too as well as unorganized working place effect the productivity
and its quality. A proper business plan is required to take care of units
future growth on the same time to deal with traders and middle mans trap
as well as competitors.
Opportunity areas for projects:
Unit-1: St. Joseph wants Design Consultant to design an innovative and
new products like- Pottery and terracotta murals, which will create a
unique market segment & identity for the units engaged in.
Unit-2: St. Goerge Clay Products willing to established his new unit of
Dry Pressing Tiles and wish to expand their product line by introducing
more dry pressing roof tiles.
Design consultant shall be starting the project with design research,
attempt to understand the product space, competing products, context of
use, ergonomic issues, environmental issues etc. This stage will also have
a presentation showcasing the form trends and possible directions to be
taken during ideation.
The ideation phase that follows the research phase shall focus on first
defining a form direction that is aesthetically pleasing and relevant for the
product category. The directions shall also be influenced by the overall
size specifications and design. This is an iterative process and shall be
made more effective by leveraging concepts from the team of designers
through Design Consultant.
With the initial design direction frozen, design consultant shall venture
into the Industrial design phase of the project. There are expected to be
iterations moving between the Industrial design and Ideation phases
considering there would be overlaps and also parallel processing
required.
During this phase, design consultant shall prepare 3D model options of
the direction. Design consultant shall prepare a foam mock-up of the
concept to allow for physical look and feel and proportion check of the
selected concept along with the digital renders.
Design consultant shall do the detailing on the product and move into the
technical phase. The task at this stage would be to complete the technical
drawings, do the component and material selection, organize the final
layout of components, do the technical reviews and finalize the CAD
drawings. The prototype will follow and based on the learnings from the
prototype, the CAD drawings shall be finalized.
St. Joseph aims to meet the buying afford ability of the target market.
In the beginning, the units plan to target the Domestic market and after
international too.
53
13. References
Indian Terracotta Art by Ordhendra Coomar Gangoly

http://en.wikipedia.org/
http://aakritingoindia.wordpress.com
http://newsblaze.com
http://dhubri.nic.in
http://www.onefivenine.com/india/villages/Dhubri/Debitola/Asharikandi
http://newsblaze.com/story/20100413070836shan.nb/topstory.html
http://www.telegraphindia.com/1111102/jsp/northeast/story_14694530.jsp
54
14. Profile of Design Experts
Anjani kumar:
A post graduate (Industrial Designer) with Ceramic & Glass Design stream from National Institute of Design (www.
nid.edu), Ahmedabad. Absolute in products development like- ceramic, glass, home accessories, craft base and other
such industrial products.
Professional experience:
Have worked with many clients for design research and development like1) State Institute for Development of Arts & Crafts, Bhubaneswar
2) Janani Maha Mahila Mandal, Jagatsinghpur Orissa. DC (Handicrafts) Sponsored.
Design & Technical Development Workshop on Golden Grass based in Jagatsinghpur, Orissa. March 2010.
3)Dr. Biren Shah & Dr. Harshuti Shah, B 504, Sahjanand Residency, Memnagar, Ahmedabad,
Design a 3D glass Installation on the centre floor space of drawing room. The inspiration would be the sea bank and
ripples of water.
4) Home Dcor Sanitary Complex, Morbi, Gujarat
To conceive, design and develop a Premium Single Piece WC (Water Closet) for Indian Market, A range of Table Top
Bowls keeping in mind the Middle Income Group in India.
5) Bharat Pottery Ltd. Jaipur (largest selling of Tableware & Dinner Set in India) November 2007.
To developed a Tea Set for the Shopper Stop Market keeping in mind the users requirement and current market
scenario.
6) Need Assesment Survey & Design Clinic Workshop on Brushes (Plastic molded and hair brushes) for Bengal
Women Welfare Association (BWWA) at 24 South Pgs, West Bengal under Design Clinic Scheme for MSMEs;
Mar- Sep 2011.
7) Need Assesment Survey on Bell Metal for North East Development Consortium (NEDC) at Berpeta, Assam
under Design Clinic Scheme for MSMEs; Sep 2011- till yet.
Scholarship:
-National Scholarship Award Young Artist in Ceramic & pottery for the year of 2007- 2009 from Human Resource &
Development (HRD) New Delhi.
-Ford Foundation Scholarship from National Institute of Design, Ahmedabad for the year of 2006- 2008.
-Merit Scholarship from Faculty of Visual Arts, Banaras Hindu University for the year- 2003, 2004 & 2005.
Contact: +91 9374509409

+91 9723611129
Email:
anjanikumar6@gmail.com
anjani_ceramic_ahm@yahoo.
co.in
55
Pushplata Swarnkar:
Contact: +91 8128755336
Email: pushplata.nid@gmail.com
pushplata_s@nid.edu
Post Graduate Alumni from National Institute of Design Paldi, Ahmedabad. 2008-2011
Professional experience:
CONTEXT AND OPPORTUNITIES: PUBLIC BATHROOMS FOR UNIVERSAL
ACCESS IN INDIAN SLUMS (live project), Under Research and Publication Department in NID.
Come up with new designs of: 1)The Public Bathrooms Stall 2) Multipurpose
Recessed Shelf 3) Recessed foldable chair 4) Grab Bars 5) Basin Unit 6) Ceramic
Wash Basin with Steel Grab Bar and 7) Research methods
-Redesign of western closet for Senior citizen based on Universal Design Principle.
Explored Seating in WC with the understanding of manufacturing to marketing system
-Sprouting With Terracotta
Design and production wise it should be simple and easy to use.
Explored the porosity property of terracotta and used it accordingly while designing sprout maker
-Hot Drink Mug based on Universal Design Principle
Studied older population need for drinking mug which is easy to hold
- St. Josephs clay works( Kanichai product), Kerala.
Surface value addition through color in terracotta tile and glazed tile & pottery work
Craft Study
-Artistic leather craft of West Bengal, India
-Brass & Bell Metal craft of Orissa, India

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KERALA TERRACOTTA TILES

SPOT DESIGN ClINIC REPORT

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

opportunities, one of them is a MSME sector. In todays context, the

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Spot design clinic workshop

The Scheme provides for 75% financial assistance with a maximum of

Spot Design Clinic Workshop is a condensed application of Need

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

The Professional Designer or a group of like minded MSMEs/their

marked msme units for Spot design clinic workshop

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

history of terracotta tiles

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Mid 18th century - Albemarle Row, Clifton

History of Terracotta Tiles - India

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

importance of terracotta tiles in kerala

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Types of terracotta Tiles

The word Terracotta or Terra-cotta is originated from Italian word "baked

Types of Terracotta tiles:

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Hollow Bricks for Roofs

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

3. unit wise Design Audit

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

st. josephs clay works (Present Scenario)

St Joseph's Clay Works, pioneer in tile manufacturing in Kerala (India),

Tiles Manufacturing Unit

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Mr. Joseph Kanichai, Managing Director (Partner)

Mr. Anjani Kumar (Design Expert) With MD while discussing

Terracotta roof tiles:

Terra-glased roof tiles:

Terracotta Roof Tiles

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Terracotta Tiles Specification:

Single Groove Roof Tile

Double Groove Roof

Medium Roof Tile

Medium Roof Tile

Medium Roof Tile

Ridge Mangalore Pattern

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Wall Clading Tile

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Woman carrying clay for mixing

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

High speed roller

Pug mill (extrusion)

Terracotta glaze tile

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Clay dust and water mixing chamber

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

Dry clay sieving

Wet Pressing/Plastic Pressing:

Clay mixing with water

Making clay lumps in deairing pugmilla

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012