CLUSTER DEVELOPMENT PROGRAMME, INDIA

DIAGNOSTIC STUDY ARTISAN THE BELL METAL CLUSTER KONDAGAON (CHHATTISGARH)

BY

BHUPESH TIWARI Cluster Development Agent

DEVELOPED UNDER

THE TRAINING PROGRAMME FOR THE CLUSTER DEVELOPMENT AGENTS, ORGANISED BY UNIDO CDP NEW DELHI
&

THE ENTREPRENEURSHIP DEVELOPMENT INSTITUTE OF INDIA (EDII), AHMEDABAD

YEAR 2002

The views expressed in the Diagnostic Studies are those of the authors and should not be attributed to UNIDO or to the institutions they may represent.

KONDAGAON BELL METAL CLUSTER

CONTENTS
NO. 1 INTRODUCTION 1.1 1.2 1.3 1.4 2 The National Scenario Government Support About Bastar Handicrafts The Kondagaon Bell Metal Cluster 3 TOPIC PAGE 1

THE HISTORICAL PERSPECTIVE

I) II) III) IV) V)

Upto 1960 - A Hidden Art 1960 To 1970- Receives Recognition At National Level 1970 To 1980- Honour Of Artisans 1980-1990- Received International Repute 1990-2000- A Time Of Diversification 5

THE PRODUCTION DETAILS 3.2 3.2 3.3 3.4 The Process Raw Material Requirement Of The Cluster The Work Environment The Cluster Map

SKETCH OF OTHER ENTERPRISES & INSTITUTIONS IN THE CLUSTER 4.1 4.2 Local Institutions Need For An Effective Service Institution

KONDAGAON BELL METAL CLUSTER

ANALYSIS OF BUSINESS OPERATIONS Raw Material Products And Markets Main Issues Facing The Cluster

SWOT ANALYSIS Strengths Weakness Opportunities Threats

10

7 8

VISION FOR THE CLUSTER STRATEGIC DIRECTIONS INTERVENTIONS ANNEXURE & ACTION PLAN FOR

10 12

14

KONDAGAON BELL METAL CLUSTER

1. INTRODUCTION
1.1 THE NATIONAL SCENARIO
The evidence of the Bell Metal craft have been discovered in the relics of Mohanjodaro and Harappa civilizations, which prove the historical and traditional importance of the industry. Even today it is practiced in several parts of the country like Orissa, Madhya Pradesh, Chhattisgarh, Jharkhand, Bihar and U.P etc. These bell metal artisans are mostly tribal-people. The metal-crafts sector plays a vital role in providing employment to our rural population. In India there are about three million handicraft artisans and most of them are working in metal sector. These metal artisans display inherent creativity and play a significant role in protecting the traditional art and culture of our nation. The following graph shows the state-wise distribution of artisans in India. STATEWISE DISTRIBUTION OF CRAFTS PERSONS IN INDIA (Figures in 000)

500

400

Cramaman

300

200

100

Meghalaya

Rajasthan

Assam

Nagaland

Orissa

Gujrat

Arunachal P

0 Ap

Tamilnadu

Mah.

Manipur

HP

Bihar

Haryana

Keral

Punjab

MP

UP

State

Chandigarh

Tripura

Sikkim

Karnataka

A&N

J&K

WB

KONDAGAON BELL METAL CLUSTER

1.2 GOVERNMENT SUPPORT

The Indian Government has been giving a lot of support and has designed various measures for the development of handicrafts industry. The following chart provides a brief insight into the various development actions taken by the Government during the different five-year plans for the benefit of this sector. HANDICRAFTS INDUSTRY AND THE FIVE YEAR PLANS First Plan Enhance opportunities of employment and income from crafts as an economic activity. Provision of support services for the development of various crafts Specific measures of development were adopted for identified crafts.

Second Plan

Third Plan

Fourth Plan

Propagated the service institutions rather than the producer cooperatives Thrust on increasing production and exports and to improve the earning & working conditions of craftsmen.

Fifth Plan

Sixth Plan

Training activities given a major impetus. Increased involvement of Voluntary Agencies Enhance opportunities of employment and income from crafts as an economic activity.

Seventh Plan

Eighth Plan

Note: Please refer to Annexure 1 for details on each plan's outlay for Handicraft sector 2

KONDAGAON BELL METAL CLUSTER

1.3 ABOUT BASTAR HANDICRAFTS

The Bastar district of Chhattisgarh is a prime place in the state for its unique tribal culture and traditions apart from its abundant natural resources. It is located in the extreme southern part of Chhattisgarh adjacent to the states of Orissa, Maharashtra and Andhra Pradesh. The tribal King Pravir Chandra Bhanjadev, who ruled Bastar for decades contributed a great deal for promoting the art and culture of the place. The Bastar district is world-famous for its handicrafts. There are 20-25 thousand artisans in Bastar working in various areas like Terracotta, Iron craft, Bell metal, Wood carving, Bamboo weaving etc. These crafts have a great market potential in India as well as abroad. Many designers and specialists visit the region with a desire to establish themselves in these crafts but due to a lack of proper infrastructure and facilities they fail to stay on for long.

1.4 THE KONDAGAON BELL METAL CLUSTER

Kondagaon, a village in Bastar as a Bell Metal Cluster is about 300 years old. It is popular for decorative items like idols of God-Goddesses, and other utility items. Wax and wood which are essentially needed for these Forest Based Metal Crafts, are naturally available in abundance in this area. Technical upgradation, Finances, Testing facilities, Branding, New design development, Proper packaging etc. are the main problems of this trade. Apart from the Kondagaon town Bell Metal artisans also live in other villages like Barkai, Karanpur, Jagdalpur, Dahikonga etc. A village-wise list of number of artisans is given below. No. 1. 2. 3. 4. 5. 6. 7. Name of the Village Bhelwapadar Para- KONDAGAON Khorkosa Karanpur Barkai Bhanpuri Dahikonga Alwahi No. of Artisans Family 100 15 12 8 4 6 20

In India, the commercial trading of this craft (Forest Based Metal Craft) began at Moradabad. At other places, the craft was only fulfilling the needs of the local people.

2. THE HISTORICAL PERSPECTIVE

The Bell Metal craft of Bastar is an ancient skill that according to the local artisans is about 500 years old. The craft received patronage from the Royal families, who used to pay the artisans to make idols. However, earlier the art was practiced only by the Gadwa tribals but after 1950 there has been an increase 3

KONDAGAON BELL METAL CLUSTER

in the number of artisans. The actual growth of the cluster began in late 1960s. The following presents a checkered history of the growth of Bell Metal at Kondagaon

(I) UPTO 1960 - A HIDDEN ART:

The artisans used to work for the Royal families of Bastar and make tribal idolatry statues. There were very few artisans at that time.

(II) 1960 TO 1970- RECEIVES RECOGNITION AT NATIONAL LEVEL:

In 1960 after the Bangla -refugee rehabilitation or the D.N.K. project started, some I.A.S. and I.C.S. officers were posted in the region for administering the settlement activities. With these officers, some famous leaders and media people were also attracted to visit the place. This filtering-in of people from various regions gave an automatic popularity to the Bell Metal craft and soon the sector found space in Newspapers. Even officers who were posted there at that time felt the potential of the craft and tried to develop it further.

(III) 1970 TO 1980- HONOUR OF ARTISANS:

In this decade, a few famous artisans of Bastar were given various state and national level awards. Also during this time, many exhibitions of the craft were organised in various cities of India, which made it move towards highly popular.

(IV) 1980-1990- RECEIVED INTERNATIONAL REPUTE:

During this period Mr. Jaidev Baghel, one of the bell metal artisans from Kondagaon achieved international p opularity. This attracted the attention of traders world-wide towards Kondagaon and as a result the new generation in the village also started taking keen interest in the trade. Many exporters from metro cities, after seeing the potential and glamour in the craft took training for developing the same.

(V) 1990-2000- A TIME OF DIVERSIFICATION:

As the Bell Metal products started easily flowing into the external markets, the number of artisans involved in the craft increased and so did the production. Various growth measures like formation of groups of artisans, development of new designs etc were carried through with the help of Government Interventions. But at the same time, there was an increased competition amongst the artisans and it led to unhealthy practices. Because of working capital problems, the artisans who organised themselves in groups and pooled their resources. But those who were dependent on external buyers only, had to face many problems and sometimes they even had to loose their capital.

KONDAGAON BELL METAL CLUSTER

3. THE PRODUCTION DETAILS

3.1 THE PROCESS
The Dokara art is a major attraction of Bastar. They are prepared by the Ghadawa community and hence it is also known as the Ghadawa art. The Ghadawas are small artisan groups who produce brass or bell metal objects. The name Ghadwa is derived from the world 'Ghalna', which means to melt and as these people prepare the craft items by melting the metal using a lost wax technique, so they are given the name 'Ghadwa'. The raw materials such as wax and metal are purchased from market. The others like clay and fire wood etc. are collected from the nearby forest itself. First the artisans prepare images with a type of clay called 'man-matti', which is collected from river bed or from rice fields. When the image becomes dry, they are coated or plastered with another type of clay called 'rui-matti', which is obtained from an ant hill. This clay is also available in that part of the river where there is water current. The rui matti is mixed with cow dung and sand, and then is applied as a coating on the images to five them a final shape. Then the images are dried in the sun. The next step is to wax them. The wax wires are prepared by pure bees wax. The wires are separated and attached with the clay model from its front to back in a round fashion. The whole of the clay image is covered with the wax wires and then they make several designs with these wires. After the desired designs on the image are completed, it is immediately coated again with clay. This time they use local soil added with sand and goat dung. Sometimes this is done by mixing ant-hill earth with rice husk. At the time of coating, a hole or an opening is generally kept at the base of the image. The metal is then taken in a container named 'machhi'. Generally the metal is brass or bell metal. The container is then covered with a 'ghaili', a clay cup and is put into the furnace for two to three hours. After that the molten metal is poured on to the image through the opening. Then the mould is kept for cooling. And after that water is sprinkled on the image, which makes the clay coat to crack and break. The metal moulds into the shapes and designs made by the wax wires. Thus at last an artistic bell metal or brass object is ready. The image is then scrubbed with sandy clay to give it shine. Sometimes they are even polished with wet tamarind.

KONDAGAON BELL METAL CLUSTER

3.2 RAW MATERIAL REQUIREMENT OF THE CLUSTER

Sl_No. 1. 2. 3. Material Bess Wax Brass Metal Fire wood Quantity (for 1 month) 200 Kg 2000 Kg. 20000 Kg. Rate 120/- Kg. 100/- Kg. 120/- Kg. Amount 24,000 2,00,000 24,000,00

3.3 THE WORK ENVIRONMENT

All individuals and group artisans work around their houses or at a common place. A majority of the artisans do not have working sheds or storage facilities.1

3.4 THE CLUSTER MAP

The following gives a graphical representation of the cluster actors and the linkages between them.

Please refer to Annexure 2 for list of SMEs in Kondagaon Cluster

KONDAGAON BELL METAL CLUSTER

KONDAGAON BILL METAL CLUSTER

Finished Product Local Market National Market International Market

Exporters at Mumbai, Nagpur, New Delhi, Bangalore etc.

Chhattisgarh Bell Metal Sub Sector Govt. Support Institution DCH MPHSVN Zilla Panchyat DIC Jagdalpur MPALKP SCZCC Nagar Kondagaon Cluster 110 artisans Raw Material From forest From Kondagaon

Financial Institution Lead Bank: SBI SIDBI NABARD

Non Govt. Support Institution SAATHI PBSP Shilpgram BCDA 7

KONDAGAON BELL METAL CLUSTER

4. SKETCH OF OTHER ENTERPRISES AND INSTITUTIONS

4.1 LOCAL INSTITUTIONS
1) Saathi Samaj Sevi Sanstha: The organisation is seriously working for the revival of traditional handicrafts since 1989. The main focus of Saathi was to foster development of pottery-making artisans but after 1997 they expanded their focus and included other crafts also as part of their mandate. Saathi is presently working on the following aspects related to handicrafts: Technology Development Design Development Marketing Assistance Social Support, Awareness Generation However a lack of funds and a shortage of skilled professionals has been a major hindrance in the works of this organisation. 2) Pramparik Bastar Shilpi Pariwar (PBSP): The PBSP was founded in 1985 and at that time it had a large number of artisans as its members. In the past, the organisation has carried out many developmental activities for the welfare of artisans, but now days it has become almost non functional. It is unable to take responsibilities of the artisans and due to this reason the Bell Metal artisans do not have trust in them. The major problems with PBSP are a lack of Identity and a shortage of professionals. 3) Madhya Pradesh Hast Shilp Vikas Nigam (MPH.SVN) MPH.SVN is working in Bastar since last two decades. Unfortunately being a Government institution, the artisans do not find themselves friendly and comfortable with them. Although it has done some developmental work on Tool design, Marketing, Training etc yet now after division of M.P., the fate of this institute is undecided and the staff members are uncertain about future. 4) Development Commissioner (Handicraft): The Development Commissioner (Handicraft) under the Textile Ministry was started 27 years ago with an exclusive mandate for development of artisans. There are many promotional and development programmes organised by this department but still a lot needs to be done to fully benefit the artisans. There is a lack of awareness amongst the artisans and also a faulty system design wherein the artisans are unable to link themselves with the programmes of this department. A wide geographical area under the Jagdalpur office jurisdiction which becomes unapproachable, a shortage of Manpower and a lack of essential resources, are some of the main problems faced by this department.

KONDAGAON BELL METAL CLUSTER

4.2 NEED FOR AN EFFECTIVE SERVICE INSTITUTION

Although t e Bell Metal crafts have a huge potential both in domestic as well as in the international h markets yet no significant work has been done to promote the same. Some serious attention is required to be given for technology development, development of proper tools and machines, quality testing measures, design development and packaging etc in this sector. For this there is an immediate requirement of setting up an effective institution.

5. ANALYSIS OF BUSINESS OPERATION

RAW MATERIAL:
The raw materials required for this craft are mainly Brass, Wax and fuel wood. While Brass is purchased from the market, Wax is a bi-product of Honey Bee leaves and fuel wood which are naturally and easily available in the nearby forests.

PRODUCTS AND MARKETS:

The main products of the cluster are idols of deities, decorative items, animal figures, utility items, goods for ritual purposes etc. These artisans sell their finished products to showrooms in metropolitan cities, houses and in Government or private exhibitions. The demand for these goods is different according to the markets it's catering to, like as under: 1) Local Market Religious Purpose, Utility Purpose 2) Exhibition Direct to users 3) Nation Market Exporter, Emporiums, Orders

MAIN ISSUES FACING THE CLUSTER:

1. 2. 3. 4. 5. 6. 7. 8. Lack of organisation amongst people and problem of working capital. Although raw materials are easily available but they are a bit expensive. Besides most of the material is bought from unauthorised dealers and hence it is sold without bill. Advanced Technology, Equipment, Design, Quality Control and Marketing guidance are unheard of. Lack of such institutions. In terms of price fixation, the local producers do not have bargaining power and it is mostly the fixed by the bulk buyers who come from various metropolitan cities. Lack of expertise in documentation. Due to inadequate exposure, product diversification is minimal. Lack of market information thus unaware of consumer's changing tastes & preferences. Most of the artisans are fully dependent on Bell Metal Craft and there is no other alternative employment for their survival.

KONDAGAON BELL METAL CLUSTER

9. 10. 11.

Very few businesses have been profitable, and those too with effective support. Due to poor repayment rate most of the Banks are not ready for financing. Almost 90% artisans are illiterate and as a result they are not in a position to manage their businesses efficiently.

6. SWOT ANALYSIS STRENGTHS

Traditional and ethnic craft Skilled artisans Easy availability of raw materials Environmental friendly

WEAKNESSES
No marketing awareness Lack of financial sources Lack of unity and trust Low product diversification Lack of advance skills and tools High dependence on brokers

OPPORTUNITIES
Huge market potential Support from Government to Handicrafts sector Vast innovation possibilities

THREATS
Government policy in regard to procurement of raw material from the forest might be discouraging

7. VISION OF THE CLUSTER

"Self Sustainable Development of Bell Metal Artisans of Kondagaon through community initiatives."

10

KONDAGAON BELL METAL CLUSTER

8. STRATEGIC DIRECTIONS & ACTION PLAN FOR INTERVENTIONS

The major areas to be addressed are social, technological, marketing, design-development, and financing and general welfare. These should be targeted as follows Period Short Term Activities Joint working capital for Raw Material Joint Marketing arrangement Social Awareness, Technological Upgradation/Design Development Welfare Programs for community Areas Financial Marketing Social Technology & Design Welfare

Long Term

11

KONDAGAON BELL METAL CLUSTER

ACTION PLAN FOR THE KONDAGAON BELL METAL CLUSTER SL. No. 1. Strategy Activity planned Target beneficiaries 15 Groups 110 Artisans Implementing Agency SAATHI Sources of funds Estimated budget and man days 60 Man days 50,000

Trust building among cluster actors

1. Group formation, Awareness camps 2 Visits and Seminars 3 Formal and informal 1. Visits & Meetings 2 Identification of probable stake holders 1. Training Programmes on skill upgradation for 6 months 2. Capacity Building through Exposure visits

D.C.(H)

2.

Financial arrangement

Whole cluster

SAATHI

D.C. (H) SIDBI Local Banks D.C.(H) 45 Man days 4,00,000

3.

Skill upgradation

Whole cluster

SAATHI

4.

Design Development

Training Programmes Design Workshop for 30 days

Whole cluster

SAATHI

D.C.(H) SIDBI

15 Man days 2,00,000

12

KONDAGAON BELL METAL CLUSTER

SL. No. 5.

Strategy

Activity

planned

Target beneficiaries Whole cluster

Implementing Agency SAATHI

Sources of funds

Marketing support programmes

Establish direct linkages by Participating in trade fair, Exporter visits, Organise own Exhibitions Pilot interventions of upgradation of tools & process Inter-cluster visits

D.C.(H) SIDBI

Estimated budget and man days 60 man days 8,50,000 60 man days 50,000 10 man days Rs 3000 30 man days Rs 30000 60 man days as per negotiations 30 man days

6.

Technology upgradation Capacity building

Cluster

SAATHI

D.C.(H) SIDBI DC (H)

7.

Cluster

SAATHI

8.

9.

Marketing linkages through I. T Community empowerment

Creation of web site & Ebrochures Branding of product & patent of designs

Cluster

SAATHI & Group SAATHI & Group

DC (H), SIDBI

Cluster

DST & DC (H)

10.

Infrastructure Development

Establishment of CFC

Cluster

SAATHI & Group

DC (H)

13

KONDAGAON BELL METAL CLUSTER

ANNEXURE 1
DETAILS OF PLAN OUTLAY, EMPLOYMENT AND EXPORTS (PLAN I-PLAN VIII) Plan First Second Third Fourth Firth Sixth 110. Seventh 122.80 Eight Plan Outlay (Rs. in Crores) 1.00 9.00 8.60 14.52 29.80 110.90 122.80 223.00 Employment generated (Lacs) n.a. n.a. 11.35 14.90 18.90 27.40 42.15 77.65 Exports (Rs. In Crores) 7.60 9.60 27.70 180.70 755.60 1700.00 6400.00 27915.00

PERCENTAGE OF PLAN OUTLAY FOR HANDICRAFTS TO TOTAL OUTLAY Plan First Second Third Fourth Fifth Sixth Seventh Eight Total Plan Outlay 1960 4672 8577 16160 40712 110821 178570 4341100 Outlay for Handicraft 1.00 9.00 8.60 14.52 29.80 110.90 122.80 223.00 % Outlay for Handicrafts 0.05 0.19 0.10 0.08 0.07 0.01 0.60 0.51

14

KONDAGAON BELL METAL CLUSTER

ANNEXURE 2
LIST OF SMES AT KONDAGAON CLUSTER Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. Name of the Enterprises No. of Artisans 18 14 10 9 6 7 5 5 4 5 4 3 2 2 7 10-111 Investment In Rs. 80,000 80,000 15,000 50,000 20,000 5,00,000 60,000 30,000 5,000 10,00 5,000 5,000 5,000 5,000 50,000 9,20,000 Type of Products Idols of God Goddesses, Decorative Item, Utility Items, Animal Figures, Myraks, Mask etc.

Rajendra Baghel, Bastar Kriti Pool Singh Besra, Bastar Aadi Ship Ratiram Netam/Sukhdas Nag Ramsingh Besra Shyam Sunder Jaydev Baghel Praveer Kupatkar Pradeep Sagar Suner Netam Kapoorchand Netam Bajrang Kuldeep Kushnu Ram Shobha Ram Cham Sing Besra Panchhu Ram Sagar Individual Artisans Total Enterprises 15

15