Exploring technology for improving livelihood of craftsmen

Exploring technology for improving livelihood of Craftsmen - by Dhyan Suman
Under guidance of Prof. Anirudha Joshi

Exploring technology for improving livelihood of Craftsmen
Introduction
This project is an attempt to help the
craftsman to create a niche for himself that
would help him in sustaining himself and
his family and to generate employment
through his traditional knowledge and
craftsmanship.

 articles on crafts
 books on crafts of India
 projects helping the poor
Literature
review

Artisans generally lack knowledge of and access to means of increasing quality and productivity.
 Craftsmen generally suffer from weak marketing, lack of negotiation power and lack of funds.
 A major disadvantage of this unorganized sector is the total lack of civic, professional and social service
infrastructure.
 The craft producer has little means of protecting individual creative innovations or traditional community knowledge.
 The exact ratio between the amount a crafts producer is paid for an item at source and the final selling price of that
item is huge, little of the profit reaches the hand of the creator.
 When they do have the opportunity to interact directly with a buyer, the problems multiply.
Literature
review

To increase the income of crafts producers, the requirements are adaptation of skills and products to meet new market
requirements and improvement in market access and supply.
 To sustain the traditional skill base and to protect the artisans’ traditional knowledge resources, the priority is
development and implementation of appropriate IPR legislation.
 Adapting traditional skills to new products for changing markets. This adaptation can be accomplished in many areas
in India, including fashion, home furnishings and tourism.
 Repositioning skills and products for upscale markets that appreciate and are willing to pay premiums for handcrafted
quality and character.
Literature
review

language
178 crafts
proximity
commercialization/ exposure/ alarming stage
?
Primary
study
User group

hand block printing with natural dyes
Bagru, traditionally famous for its block printing
‘chhipa’ the hand printer community is said to came
to bagru 350 yrs ago
around 130-140 families does hand block printing
but only 3 families are practicing ‘Pharad’
Primary
study
The Craft

 Washing
 Harda treatment
 Block printing (outline)
 Washing
 Alizarin treatment
 Washing & drying
 Resist block printing (Dabu)
 Nasphal dye bath
 Indigo dye bath
 Alum treatment
 Washing & drying
Primary
study
Process

“Only old and learned people can do Pharad.
The new generation kids do not have the skills
do it. That’s why it has become less.”
“kaam karana hai to ghar aana hai”.
“fir konsa form export ka, kya hai
uska knowledge nahi hai”.
“Direct karna chaho to karlo, woh to
contact hona chahiye na apna.”
“Ab export ki knowledge to kya, sab ke
bas ki baat nahi hai”
“Jaise kisi ne pooch liya kahan laga hai…. Kahin
nahi.. to mere yahan aaja.”
“The exhibitions system has lottery
system to allot space for craftsmen, due
to high demand of craftsmen trying to
display.”
Primary
study
User Study

Craftsman CustomerHAAT
Craftsman Customer
Middleman
Primary
study
Business models in the past

Craftsman Customer
Business
man
Washer
Printer
Resist
Local
merchant
Exhibitions
Govt./private
body
Showroom
Export
Designer
Primary
study
Existing system

washing dyeing
block
printing
1
8
4
3
2
5
6
7
-VE +VE
• too much
washing
•no machines
used in washing
•washer man is
from printers’
community
• printers need
not worry about
washing
•happens early
in the morning,
so they get
whole day free
SHOP/HOME
-VE
•bad presentation
•Don’t know how to sell
story. Weak marketing
+VE
•platform to contact
customers directly
DEALERS
-VE
•eat up lot of profit of the
product
•mentality of producing
more-low skills and bad
quality products
+VE
•marketing no hassle for
craftsmen
•do not need to reply on
final consumer for money
•gets bigger orders
•He is the link to global
marketing
•adds value to product by
nice presentation
Govt./NGOs
exhibition
-VE
•lottery system
•Govt. offices give less
money
•bribing people to get
schemes sanctioned
+VE
•direct contact with
customers
•exposure to new
market
•workshops and
schemes for craftsmen
CONSUMER
Primary
study
People involved in the process

Raw material sourcing
Lengthy manufacturing process
Deteriorating skills
Season dependent
Limited buyers
Information gap
Exposure to market
Primary
study
Problems

Necessity of middleman
Self esteem
A way of marketing their skills
Importance of networking
Awareness towards their rights
Trading methods
Inheritor of the tradition
Influential people
Primary
study
Insights

Payment:
Cash on delivery for the first order
Least expensive thing through card payment
Secure word in the address bar
Authenticity & trust:
Websites suggested by friends
Number of likes by your friends
Following the website quite some time before buying
Like to work with recommended artisans
Assures the quality, pricing, reliability of deliverables.
Primary
study
Consumer’s views

Design Directions
1) Improved and streamlined production process:
2) System for marketing and selling craft:
Design goal

Design Goal
Designing a system that
Bridges gap between craftsmen and consumer.
Provide exposure to the online world of selling
online.
Empower craftsmen to required information.
Design goal

Industree crafts:
A hybrid social enterprize started in 1994
Industree crafts Pvt. Ltd
Industree crafts foundation
Supporting livelihood of rural producers and agricultural
workers
Rural Mart:
A collaboration of NABARD and HWA.
Facilitate artisan and buyer by taking out the middleman
Parallel
study
Craft Council of India:
estb in 1964
Non-profit organization working for
welfare of craftsmen
Workshops for craftsmen on new tools,
techniques and designs
Scholarship programs for artisan’s
children
Kala Raksha:
Estb. In 1993
A society and trust working for
development in handicrafts, preserving
traditional art and generating income.
Health care and basic education
program
Other organizations

Grameen bank
Estb. In 1983 by Muhammad Yunus
Grameen bank is a social business, a
cause driven rather than profit driven; self
sustaining, self propelling and self
expanding
Center
(comprising of 8-10
groups)
Branch Office
Area Office
Central Branch
Zonal Office
Parallel
study
Business models

Amul
Founded in 1946 under leadership of
Tribhuvandas Patel
Amul is a cooperative system which is
owned by 2.6 million milk producers in
Gujarat
Milk Producers
Village Dairy Cooperative Society
District Milk Unions
State Milk Federations
Market
Milk
Milk
Milk & milk products
Sales revenue
Cattle feed
Vet. & AH
services
Rural health
schemes
Bonus
Addl. Price diff.
Dividends on
shares
Money
Money
Parallel
study

Ebay
It helps buyer and seller come together and
takes fee for successful transactions
Advantage of online platform:
No space limitations
No limitation with location
Geographical locations
Lists the
items at Ebay
Highest bidder
wins
Buyer pays for the item plus
shipping charges and
handling fees through ebay.
A fee is paid by seller
to ebay for the sold
item
Buyer ships the item
to seller
Parallel
study

Handicraft portal
(HANDMADE IN
INDIA)
Craft story that
links finally to
products
CRAFTSMAN
The cyber guy
help them to -
make account,
-upload images.
-A tiny table top
kiosk with
computer
attached with
cameras.
-This kiosk
program is
always connected
to the portal.
BUYER
Initial Ideas
Concept 1

Telemarketing
Service, help them
make - online
account (voice
recognition system)
-fill in details,
-later services
related to account
Uploads on various websites,
multiplying the possibility and
effort of craftsman.
An app with videos
with tutorials
An sms prompt service.
When the craftsmen reply
‘yes’, the service provider
call back
CRAFTSMAN
The image is
sent to service
provider
SMS alerts are sent on
sell, transactions, changes
Initial Ideas
Concept 1.2

Ramlal has heard about people
selling on internet, but doesn’t know
how to operate computer. He has
knowledge of basic phone.
He has different prices for different
type of customers.
Designers: quality work,
good price and new
interesting work
Dealers: competitive
price, bulk order and
traditional work
End users: good price, high
margin, 1-2 pcs sold at time
?CRAFTSMAN
How to have different
look for different
customers
Initial Ideas
Concept 2

Designer
Dealers
Customer
description
price
description
price
description
price
Design portals,
Gaatha, Craft council
of India
India mart, Alibaba
Ebay, Etsy
CRAFTSMAN
Initial Ideas
Concept 2

HAAT
CRAFTSMAN
Around 20-25 yrs ago, craftsmen
from Bagru used to go Haat Bazaar
to sell there crafts directly to
consumer.
Initial Ideas
Concept 3

VIRTUAL HAAT
ON WEDNESDAY
payment
CRAFTSMAN CONSUMER
Virtual Haat app is
downloaded on the phone
Uploaded any day of
week by him
The products opens for
buyer on a specific day
of the week, say
Wednesday
Login on website
Login on website
Voice based
Login for him
SIM can work
as user ID
Bargains on a
product
Bargains on a
product
He get sms of
each customer
bargain.
Either he can
accept or decline
the bargain
Once accepted
deals closes
Money paid through
Virtual Haat
The product is shipped
within the given date
Initial Ideas
Concept 3

“Yeh export to apne bas
ki baat nahi. Konsa form
kya bharna kuch pata
nahi”
“I wish I could get more
information on creating
more shades in natural
dyes.”
Initial Ideas
Concept 4

DCH / EPCH
Information portal
1. Ask question
2. If you know the
question no. dial
now
3. Listen to other
question
1. Select category
2. Ask after beep
3. Thank you. Your
question no. 123
Please Select category
1. marketing
2. Printing
3. ……
•Download the answer
•Other services- color
trends, exhibition
information
•Can have video
question-answer forum
too.
A tollfree number
service
An SMS is sent to him
when the question is
answered, with link to listen
Initial Ideas
Concept 4

Craft Tour operator (printer community)
TRAVEL BLOGS
Advertisement of craft
tour on travel blogs, and
local travel agencies
TOURISTS
CRAFTSMAN
Printer
community shop
Sharing experience,
photos, videos.
Likes at FB, Twitter and
travel blog
Initial Ideas
Concept 5

Order and supply chain management
Raw material
Dye
-available
-order
Fabric
-available
-order
Product
Order
-remaining pcs
-done pcs
-dispatch
Stock
-no. of pcs
-design/pattern
Availability
-no. of tables
-no of craftsmen
Payment
Client
-status
-history
Craftsmen
-quality
-no. of pcs
-status
-history
Employee
-status
-history
Event
Exhibition
-reminders
-details
-products
-sales
person
Camps for
craftsmen
Scheme
-Health
-Education
-Finance
CLOUD
•SMS for new
order
•Confirm with
no. of pcs and
no. of tables
•Admin confirms
with order
•He can look at
his history of
orders and
transaction
history
Initial Ideas
Concept 6

Final
concept

Ramlal has heard about people
selling on internet, but doesn’t know
how to operate computer. He has
knowledge of basic phone.
He wants to get more opportunity
Kishan, a postman of that area tells
Ramlal about the new system through
which he can upload his products
online
The smart phone is given to Kishan by
the organization.
The handset has facility of connection
to internet, thumb print reader and
special app for desi haat.
Scenario 1
Final
concept

Kishan helps Ramlal to open his Desi
Haat account through the smart phone
Final
concept
Scenario 1

As soon as the account is
registered on Desi haat, a
SMS is sent to Ramlal’s
phone of account
confirmation
Final
concept
Scenario 1

Once the account is registered,
Ramlal can put his products online
with help of Kishan
Final
concept
Scenario 1

Final
concept
Scenario 2

Final
concept
Scenario 3

Final
concept
Scenario 4

Final
concept
Explorations

Prototyping
Mobile app & website

0
1
2
3
4
5
6
7
8
Benefit Browsing Rely Look & feel Good product Icons, text,
symbols
Postman
Retail buyers
Designers
Merchants
Feedback
Quantitative

“It would be beneficial for me, I would be getting market and
trend information”
“It will be more helpful if I can get artisans contact details.
Giving order according to the display pic is unreliable.”
“I would like to browse other craft process.”
“Its good, I can expand my network.”
“This website will be like a library of artisans.”
“The concept is nice but a lot depends upon cordination with
the artisan.Quality control can be a big area of concern”
“Direct contact to Artisan would be better.”
“nice! This will help the craftsmen and get the right value
of their product.”
“Efficiency of the Indian postal service is questionable.It
will be more helpful if I can get artisans contact details.”
“The idea is good and looks promising.”
“Contact number field should be added in the form”
Feedback
Qualitative

Thank you

Exploring technology for improving livelihood of craftsmen

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