CHAPTER 1

A) Intoduction

Jharcraft: a strong backbone of the Jharkhand state.

Jharkhand Silk Textile and Handicraft Development Corporation

Ltd. (JHARCRAFT) is a govt. of Jharkhand undertaking under
Industry Department and is registered under section 26 under
Companies Act. 1956. It was incorporated in the year 23rd
August 2006. It was established to develop and support
sericulture farmers, weavers and artisans living in remote areas
of Jharkhand. The organization is entrusted with the role of
implementation of the Government funded schemes to promote
Tasar Silk, Handloom and Handicraft of the state. Formed to
promote the Tasar (silk) culture, handicraft, handloom, village
and cottage industries. To revive the unique cultural expressions
of the state and its people. Seeing the potential of this sector the
government of Jharkhand has took many steps for its upliftment.

B) Objectives of Jharcraft

 Provide an adequate platform for marketing of handloom

and handicraft articles.
 Strengthen rural cottage industry.
 Establish 'Kuchai Silk' in the National and Global market.
 Create a development fund for weavers and artisans.
 Protect and develop the languishing Art forms.
 Create job-opportunities in deep remote areas.
 Implement Capacity-building programs for rural artisans.
 Trust building among the weavers and artisans.
 Implement welfare schemes.

C) Objectives of Study

 To understand the products of Jharcraft for better

propagation in the markets.
 Better facilitation of Market and Product Development
strategies.
 Understanding of various factors that help devise a firm’s
marketing practices.
 Marketing communication or Marketing plans for product
acceptance among the target audience.

D) Various Sector of Jharcraft

Jharkhand stretches across Chotanagpur & Santhal Pargana
plateaus. It is an undulating upland directed by beautiful rivers
and blue hill ranges, with terraced fields, sacred groves forests
and is home of tigers, majestic elephants, bears, bison and a
wealth of tropical plants.
Natural resources of the state have promoted industries and
crafts of the state. Stone artifacts from lower Palaeolithic age,
copper workings of 2nd millennium B.C., The remains of
prehistoric iron smelting cultures and painted rock caves, all point
to early artisonal and metallurgical traditions. Many of the
traditions are still alive.
The Adivasis comprise thirty-one tribal groups preserving distinct
cultural traits and affiliations with different language families -
the Austo-Asiatic, Dravidian and Indo-Aryan. Later settlers have
added new cultural dimensions.
Wild Tasar silk, lac, bamboo, sal, and palm leaves and other trees
produce remains vital to craft production, sustaining a way of life
in intimate dependence on nature.
The state is not only rich in natural resources and minerals but
also has enormous cultural heritage. In spite of rapid growth and
development in all sectors, the tribal culture is still well preserved
in the state. Jharcraft understands respects and values the
diverse cultures existing in the state and contributes widely
towards revival of the tribal culture which is one of a kind in the
world. Jharcraft also contributes to the tourism of the state as the
delegates from all over the world are being attracted towards the
merchandise and the diverse culture of the state, the essence of
which is maintained in the Jharcraft emporiums. The displays are
attractive and informative so that the customers can also
understand the value of our unique culture. The tribal paintings
are given much importance for the same.

E) Source of Data

There are two types of sources available for data collection

regarding research purpose:- primary and secondary data.

• In this research study, both primary and secondary sources are

utilized.
•Secondary data is obtained from the books, journal articles and
internet while primary source depends on the survey
• This research depends on both the sources for hypothetical and
experiential data. As there is very rare published material
available about Jharcraft, so have to depend on survey results for
experiential data.

Primary Data
•The“data collected through original research pertaining to the
particular research question asked.” According to Kotler (Kotler,
P.1996, Marketing management: analysis, planning,
implementation and control, 9ed.)
•The primary data are collected at greater cost and probably with
more relevance and accuracy.
•A structured formal method standardized the questionnaire to be
used in gathering the data.

The questionnaire used is structures non-disguised questionnaire.

•The questions are prearranged in ordered form and the objective

of the research is revealed to the respondent

•The questions used is of basically close-ended questions with

dichotomous, multiple choice and phrasing question

Secondary Data

•Secondary data are useful not only to find information to solve

research problem but also helps to better understand and explain
the research problem.
•Secondary data, in this research will be obtained from published
books of Jharcraft and electronic sources.
•Using secondary data ,provide clear advantages as saving
time ,money; high quality and reliability, and helpful in
segmentation.

The type and place of interview was the so-called “traffic

interviews”, which was held on streets, in public buildings and in
other place where many people are walking. A form of traffic
interview that has become second in use is mall intercept.
 F) Data Analysis Interpretations Limitataions

Hypothesis Formulation

•HF 1:-The awareness of Jharcraft does not depend on the

location preference.

•This test is performed at 95% confidence level.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 1.610a 2 .447
Value here is .447 which is more than 0.05 therefore hypothesis
HF1 is accepted.
Interpretation: Thus the hypothesis taken for analysis is
accepted. Therefore the awareness of Jharcraft does not depend
on the location preference

HF 2:-Objective when buying the product does not depends on

the convenience of retail location.

•This test is performed at 95% confidence level.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 7.407a 12 .830
Value here is .830 which is more than 0.05 therefore hypothesis
HF 2 is accepted.
Interpretation: Thus the hypothesis taken for analysis is
accepted. Therefore the objective when buying the product does
not depends on the convenience of retail location.

•HF 3:-The objective of buying the product does not depends on

the store’s atmosphere and its décor.

•This test is performed at 95% confidence level.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 6.445a 4 .168 Value here is .168 which is
more than 0.05 therefore hypothesis HF 3 is accepted.
Interpretation: Thus the hypothesis taken for analysis is
accepted. Therefore the objective when buying the product does
not depends on store’s atmosphere and its décor.

•HF 4:-The objective of buying the product does not depends on

the value for the money and quantity.

•This test is performed at 95% confidence level.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 7.219a 8 .513 Value here is .513 which is
more than 0.05 therefore hypothesis HF 4 is accepted.
Interpretation: Thus the hypothesis taken for analysis is
accepted. Therefore the objective of buying the product does not
depends on the value for the money and quantity.
Factor analysis
Component Matrixa
Component
1234
quality .686 .136 -.142 -.267
customer services .434 .380 .380 -.258
knowledge of the product category -.473 .563 -.293 .195
color option .102 - .694 .254 -.053
size availability . .228 .284 .349 .733
stitching services .226 -.467 -.174 .549
design and motifs -.202 .094 .797 -.001
durability -.631 -.221 .176 -.162
Extraction Method: Principal Component Analysis.

Interpretation

Interpretation:- There are 9 parameters which depend on the

four factor 1,2,3 and 4.
•Factor 1

Quality………………………………. .686
Customer service………………. .434
Durability……………………... .631

•Factor 2

Knowledge…………………… .563
Color option………………….. .694

•Factor 3

Design and motif…………….. .797

•Factor 4

Size availability……………… .733

Stitching services…………… .549
Analysis:- These are the important parameters-Product features,
Design, variability of the product and product quality which
influence the buying habit of customers for Jharcraft.

Frequencies

Report\frequence excell.xlsx
Interpretation:-

•The mean value of visual displays is nearer to 1 thus they are

very strongly agreed in terms of Jharcraft services.
•The mean value of people satisfied with the value of money
moves towards strongly agrees and disagree in terms of Jharcraft
services.
•The store’s atmosphere and décor is not accepted by the
consumers as they move towards disagree level.
•The value for money is strongly disagreed by the consumers.

•The retail stores are not conveniently located.

•The quality of the product is very poor and hence need to be

improved.

•The mean value for the information and customer services needs
the improvement as the mean value strongly disagreed.

•The consumers have very less knowledge about the products

and thus better promotion is required.

•The colour selection for the product is also very dull and is not
accepted by the consumers.
Limitations

•The errors in the research project could be of sampling error due

to the difference between the sample value and the
corresponding population value.

CHAPTER 2
A) Company Profit of Jharcraft
Jharcraft has been making waves in India and abroad for over
seven years, for its quality and spirit of innovation. Managing
Director, Mr. Dhirendra Kumar and his team have left no stone
unturned to make this a successful and profitable PSU in
Jharkhand. While their biggest gift comes in the form of customer
appreciation, it is always special to be recognised and
appreciated.
The Institute of Economic Studies (IES), New Delhi, honoured
both, Mr. Kumar and Jharcraft for their contribution to the
industrial sector of the state as well as of the country. Mr. Kumar
received the coveted Udyog Rattan award, while Jharcraft was
presented a Certificate of Excellence in March 2014.
This accolade follows Jharkhand Times Impact Award, 2012, to
honour individuals and organisations who contributed to the
state's growth and well-being in which Jharcraft was awarded as
the "Most admired State PSU".

harkhand,the biggest silk producing state in the country,is

planning to increase silk production to bridge the domestic
demand-supply gap of 10,000 MT and try to come close to China.

This was said by Dhirendra Kumar, Managing Director of

JHARCRAFT(Jharkhand Silk Textiles & Handicrafts Development
Corporation Limited (Jharcraft).
While China produces around 90,000 MT of silk.India was way
behind as its an annual production was estimated to be around
23,000 million tons (MT).

Since Jharkhand has forest and availability of silkworm feeding

plants and experienced weavers in Santhal Pargana region, it has
the advantage of increasing the production.Throughout the past it
has enjoyed monopoly in supplying certified organic tussar silk
and has great potential to boost its silk production.”In turn,it can
help promote livelihood in the region”,said Kumar said.

He said “Jharcraft has developed a vision document for a Rs.

33.56 billion project envisaging creation of over one million direct
jobs, and other indirect jobs in allied areas like plantation of host
plants, rearing, reeling, spinning, weaving, surface ornamentation
and apparel making.”

Last month, Union Textiles Minister K Sambasiva Rao had

announced that his Ministry would extend an assistance of Rs. 10
billion to Jharcraft to support its efforts aimed at boosting silk
production in the state and generating livelihood for rural poor in
Jharkhand whose 18 districts were infested by the Maoists

B) History & Financial Information

The state government of Jharkhand with its department of

industry took a very keen interest in providing a platform to all
the traditional rural artisans of the state. To promote the richest
ethnic traditions of the state in our country and abroad and act as
a facilitator for the rural artisans, the state government formed-
Jharkhand Silk Textile & Handicraft Development Corporation
Limited (JHARCRAFT). Jharcraft was started, in the year 2006, as
an organization to create new opportunities in the rural areas and
promote the cotton textiles, silk textiles, jute products, woolen
textiles, readymade garments, hand- crafted textiles, cane and
bamboo products, etc. and to revive the unique culture
expressions of the state and its people.
MISSION OF JHARCRAFT - 'CREATING OPPORTUNITIES &
CHANGING LIVES'.
The main objective of Jharcraft is to provide a marketing place for
the merchandise manufactured by the local artisans, SHG’s, &
NGO’s. The organization also provides all types of support in
terms of finance, raw materials, design assistance, marketing,
etc. The organization pays major attention that the local artisans
and unprivileged section of the state get maximum benefit
through Jharcraft.
VISION OF JHARCRAFT - JHARCRAFT: A STRONG BACKBONE OF
THE JHARKHAND STATE'
EXISTING COMPETITORS

 FABINDIA: Its primary competitor and have a national

presence along with an established brand name.
 TRIFED:The Tribal Cooperative Marketing Development
Federation of India Limited (TRIFED) is one its kind like
Jharcraft (at times in collaboration with Jharcraft) has is
predominantly dominant in a few pockets of India.
 SMALL NGO’S AND SHG’S: They are an existent threat in the
penetration of Jharcraft albeit on a smaller scale.

Jharkhand’s handicraft, silk and handloom department which is

targeting a Rs 100-crore turnover in two years by way of sales
through its ‘Jharcraft’ chain in the country is busy opening as
many showrooms as possible, both on its own as well as on a
franchisee basis.
“We are planning to open emporiums wherever possible; we are
even planning to open an emporium in Mauritius; we are already
in discussions for it on a franchisee basis," said Jharkhand special
secretary & director, handicraft, silk and handloom, Dhirender
Kumar, speaking to FE. He said the department was targeting to
achieve an annual business of Rs 100 crore within the next “one-
and-a-half years to two years."
The department’s turnover which had been Rs 50 lakh in 2007-08
jumped to Rs 7 crore in 2008-09 and was around Rs 15 crore
around March-end for 2009-10.
“With the opening of a number of ‘Jharcraft’ emporia now and
especially as we have tied up with several agencies for tussar
silk, we expect our sales to gather momentum; also, many of our
items have now reached the stage of being exported,” said
Kumar.
The department which recently completed the job of opening
‘Jharcraft’ outlets in Kolkata, Mumbai, Pune and Delhi, has plans
to open, on its own, an emporium each at Giridih and Dehradun
(at the site of Uttaranchal govt’s silk park) as also ‘Jharcraft’
outlets in Ranchi and Dumka (both in Jharkhand) on a franchisee
basis.
Jharcraft, which has a tie-up in this steel city with Kala Mandir, an
NGO, for selling its products is also looking for space there.
Of the 10 ‘Jharcraft’ emporia in existence currently, four are
directly owned by the department, the other six are franchisee-
run.
The department has on its priority list for 2010-11 three places
i.e Hyderabad, Chennai and Goa where it would open an
emporium each.
Asked if it was looking for franchisees for the new centres, the
special secretary & director said in case the department got offers
from franchisees it would go for it or else would start the emporia
on its own.
Asked what it cost today to start a Jharcraft emporium, Kumar
said while the cost of opening an emporium depended on the
total space available as well as its location, the 2,000 sq ft one
started recently in Mumbai had cost the department Rs 30 lakh;
also, each emporium had to stock handicraft worth

C) Vision & Mission of Jharcraft

Jharkhand Silk Textile and Handicraft Development Corporation
Ltd. (JHARCRAFT) is a govt. of Jharkhand undertaking under
Industry Department and is registered under section 26 under
Companies Act. 1956. It was incorporated in the year 23rd
August 2006. It was established to develop and support
sericulture farmers, weavers and artisans living in remote areas
of Jharkhand. The organization is entrusted with the role of
implementation of the Government funded schemes to promote
Tasar Silk, Handloom and Handicraft of the state.

Women empowerment: Women have the power to give life and

Jharcraft believes that she is naturally empowered to change lives
as well. Playing important roles in a family she forms a better half
of the society. The golden history of the nation points to the fact
that the future of the nation can not be directed towards ‘Glory’
without women participation.
The women employment is matter of major concern of the
organisation so as to make them self dependent. Through
Jharcraft each woman earns around Rs. 4000/- to Rs. 5000/- per
month which enables them to look well after their family, educate
their children, and contribute to the betterment of the family and
society.

Employment Generation: Our vision expands towards fulfilling

cumulative dreams through creation of sustainable livelihood
models based on sericulture, handloom and handicrafts.
Through maximum utilisation of natural resources and labour
power available in the rural areas of the state, Jharcraft aims to
provide each hand its value and add to employment and income
generation.
The cottage and household industries have potential to become
the backbone to the state economy and can generate maximum
employment with minimum cost ensuring a bright future.
Jharcraft provides support to promote handicrafts, handloom &
tasar silk production. Woodcrafts, Bamboo-works, Dhokra-art,
Terracotta products, Lac bangles, Cotton handloom, Applique
work, Zardozi work, Tasar products, and various other forms of
human art, have gained new horizons through Jharcraft.
Each artisan a stakeholder in the company: Jharcraft's vision
does not limit to its own growth and profits but it also sees that
each human effort associated to the organisation is valued. We
view each of our artisans and weavers as stake-holders in the
company. We see them as the owners of the organisation, and
Jharcraft as an entity which stands fully for their benefits, growth
and development. Implementation of various schemes, project
plans and each plan of action is framed for maximum benefit of
the artisans and weavers, their personal development, capacity
building, trust building, financial uplift, and social rise.

Financial revolution: Jharcraft is a step towards creation of an

era of financial revolution throughout the state. The potentials of
the state have been explored by Jharcraft, the goals have been
set and the path has been built to reach to development. Also,
the journey to financial revolution has begun. Jharcraft focuses
mainly on the upliftment of the rural areas, self help groups, and
cottage and household industries to bring about a noticeable
change in the financial status of the rural sector of the state
contributing to whole of the economy of the state.
Each woman associated to the organisation, earning Rs. 4000-
5000/- per month, surely proves the changes being brought
about in these remote areas. Also the rate of migration of people
to other states going down ensures that the revolution would
soon be very prominent and success rate would be quiet high.
Pooling and directing efforts towards growth:

Jharcraft is an undertaking which is managed by a team of

qualified and dedicated professionals. The services and
efficiencies of these hardworking professionals are pooled at
Jharcraft and are directed towards focused objectives and goals.
The company stands with a vision to establish as an organisation
which provides a healthy work place to the people associated with
the organisation where they are exposed to continuous learning
experiences, providing them with opportunities of self
development. We focus on making it a company where people are
happy to work. Jharcraft is a professionally managed organisation
under the guidance of its board of directors and Managing
Director. Jharcraft has an efficient professional team of
accountants, financial & legal advisors, marketing managers,
production and design unit which contribute to the management
of the organisation.
The design unit of Jharcraft has professional designers from
institutions like NIFT & NID who provide design assistance to the
artisans so that they can meet the existing trends in the market,
compete with the other players in the market and attract youth
section of the society. There are Post Graduate diploma holders in
Handloom and Sericulture appointed as CDEs (Cluster
Development Executives) and Project Managers to develop the
various clusters in the villages throughout the state.

Preservation of Natural wealth: Jharkhand state is enriched

with enormous natural resources and cultural heritages. Being a
tribe dominated state; nature has been given utmost importance
in every sphere of life & culture. Jharcraft's vision expresses to
conserve the extinguishing cultures and revive the extraordinary
arts, paintings and crafts of the state.
The major product of the organisation is the Tasar silk which
completely requires outdoor rearing. We promote forestry and
plantation of more trees. This adds to the natural resources of the
state and adds to the beauty and greenery of the state.
We generate employment keeping in mind the balance of nature.
All the crafts are an inspiration from nature.
 D) Company Strategy
Silk production in the state has more than doubled in 2012-13
with Jharkhand Silk Textile & Handicrafts Development
Corporation (Jharcraft) taking exemplary measures to boost
growth in just seven years.

Jharcraft was established in 2006 with the objective of boosting

silk production and supporting sericulturists, weavers and
artisans. The organization implemented government-funded
schemes to promote tasar, handloom and handicrafts in the
state.

Jharcraft's first emporium was launched in September 2007 at

Roshpa Tower in Ranchi. There has been no looking back since
then. Silk production has jumped to 1,025 metric tonnes (mt) in
2012-13 from 90 mt in 2006.

Dhirendra Kumar, MD of Jharcraft, said its target for 2012-13 was

only 425 mt but production zoomed past even national target. "...
we far exceeded the target, producing 1,025 mt of silk in 2012-
13. It was two-and-a-half times more than the national target.
Turnover of Jharcraft has touched Rs 80 crore from zilch in just
five years (from 2007 to 2012) said Kumar.

"We were busy roping in artists and preparing marketing

strategies in the first year. We could start out in a full-fledged
manner only in 2007 when we opened our first emporium in
September that year."

Jharcraft's first showroom outside the state was set up in Delhi in

2008. "Turnover of the store in the first year was more than Rs 1
crore. Since then it has seen an increase of 20%-25% year on
year," said Kumar.

At present, there are two emporiums of Jharcraft in Delhi and a

third is expected to be started soon. Jharcraft also has one
emporium each in other metro cities like Bangalore, Chennai,
Kolkata and Mumbai. Also, there are emporiums in other cities
like Varanasi, Pune, Mysore and Ahmedabad. In Bihar, apart from
the existing showroom of Jharcraft in Kankarbagh, Patna and in
Bhagalpur, a franchise is going to be opened shortly on Boring
Road in Patna. Kumar said, "An emporium is to be started in
Mussoorie shortly. We are in talks to start emporiums in Jaipur
and Lucknow as well."

Jharcraft will also be moving down south with Kerala as its first
stop. "We already have a showroom in Thrissur and are planning
new emporiums in Kottayam, Kozhikode, Thiruvananthapuram
and Madurai," said Kumar.

Jharcraft also signed an agreement with Shoppers Stop, the

national departmental stores chain in 2013. As per the
agreement, the products of Jharcraft will be displayed at the
stores of Shoppers Stop across the state. Kumar said, "Currently,
we are displaying our products in five stores of Shoppers Stop in
Mumbai, Vadodara, Bhopal, Raipur and Chennai on a trial basis
and will be expanding to other cities as well."

The Kuchai Silk Expo organized by Jharcraft in various cities has

also become quite popular. In 2013, the expo was organized in
Kolkata, Ranchi, Mumbai, Delhi and Chennai. It raked in a
turnover of more than Rs 10 crore. Kumar said, "Encouraged by
the overwhelming response, we are planning to organize expos in
10 cities this year."

Jharcraft a Jharkhand government enterprise, promoting tasar

silk, is eyeing an export turnover of Rs 5 crore during the next
financial year. This year, it exported goods worth Rs 1 crore.
“Last year, Jharcraft was able to export tasar silk worth Rs 1
crore by partnering Jaipur-based export house — Morarka
Organic Food Private Limited. Now we plan to follow a similar
model by roping in a few more export houses to take up
marketing of tasar silk products abroad,” Dhirender Kumar,
special secretary and director, handicrafts, silks and handlooms,
Department of Industry, Jharkhand told Business Standard.
“Presently, we are in talks with eight Delhi-based export houses
to take up marketing abroad. Ahuja Sons has come forward to
work with us,” he added.
Jharcraft partners export houses through a memorandum of
understanding (MoU), which are valid for three years. Export
houses take up marketing of tasar silk sarees, stoles and ties in
the US, Europe, Canada and West Asia.
Explaining as to how this partnership model works, Kumar said,
“We fix the price of our products keeping in mind the input and
labour costs. The exporter picks up our products by paying fixed
price. This method is beneficial for us. For example, the price of
silk stole is fixed at Rs 500 which for us will fetch only Rs 300 in
the retail market.”
“This fixed price contract helps everyone especially during foreign
exchange fluctuations and offers steady income right from the
farmers to people involved like in cocoon rearing, spinning and
weaving in getting better prices,” he added.
Jharcraft has tie-up with the National Institute of Design (NID)
and National Institute of Fashion Technology (NIFT) to develop
new designs and train cocoon rearers, spinners, weavers and
their families.
To popularise tasar silk in the domestic market, it plans to set up
more retail stores in southern states. For the first time, in
association with the Central Silk Board, the corporation has set
up a store ‘Vanya Silk Shopee’ in Bangalore.
Keeping the demand for tasar silk both in domestic and export
market, the Central Silk Board has set a target to produce 425
tonne of tasar silk production annually during the 11th Five-Year
Plan (2007-11) period. Jharkhand alone produced 143 tonnes in
2007-08 and will be touching 700 tonnes by 2011-12,” said H
Hanumanthappa, chairman, Central Silk Board.
 CHAPTER 3
A) Working Analysis of Jharcraft

Jharcraft has now put another feather in its heavily plumed cap
by becoming a consultant for a major corporation.

The state handloom and handicraft corporation, known for its

finest silks and burgeoning markets across India and abroad, has
inked an agreement with the education and technology division
of Infrastructure Leasing and Financial Services (ILFS), a leading
infrastructure and finance company, to help it out with its
corporate social responsibility (CSR) activities.

The ILFS, headquartered in Mumbai, has been entrusted with the

work of constructing the Ranchi-Hazaribagh highway and other
road projects along with the state government.

For the first time, the company has decided to provide livelihood
activities to villages as a part of their CSR. And it has roped in
Jharcraft — after an extensive survey — to implement the work.

“With the ILFS now in Jharkhand, we thought of providing

livelihood programmes for those who need them. After a market
analysis, we decided on Jharcraft as our partner in this venture
because of its performance and credibility,” said Vikash Kumar,
regional head of ILFS, Jharkhand.

The Jharkhand branch of ILFS has recently launched a survey to

identify villages and the target groups in the areas with whom
they would work.

The livelihood-oriented programmes will be launched in due

course.

“We had been doing skill development programmes initially. We

used to spot unemployed youths and train them to earn their
livelihood. However, with Jharcraft as a partner now, we will not
only give training but also give them the raw material for
 production and link the beneficiaries to the market,” said the
ILFS representative.

Dhirendra Kumar, Jharcraft managing director, was equally

enthused about this opportunity.

“We’re already working with Jindal Steel and Power in Patratu.

But this is our first major project with a corporate firm. Jharcraft
will train villagers who will form self-help groups and clusters.
From us, the beneficiaries will get raw materials and the know-
how to produce various items that we will market,” said the
Jharcraft head.

Jharcraft has been in the news for branching out across India.
It’s latest store was inaugurated in Ahmedabad.

Product Categories

 Dhokra Craftwork
 Tasar Silk
 Tribal Artwork
 Woodcraft
 Leather Items
 Jute Products
 Cotton Items
 Woollen Items
 Gonda Grass Items
 Cane and Bamboo
 Lac Jewellery and Bangles
 Terracotta Items
 Paper Mashie
 Musical Instruments
 Emporium at Urbanhaat
 Upliftment of Tribal People
 Organic Silk Certificate
Employees List
Working
Employee Name  Designation 
Location 

Mr. Anjani Sahay Law Officer Ranchi

Textile designer cum Tasar

Ms. Meenakshi Kumari Fancy  Ranchi
yarn co-ordinator

Mr. Chandan Sandeep Accounts Manager Ranchi

Mr. Ashwini Sahay Regional Manager Ranchi

Mr. Mukesh Gope Regional Manager Madhupur

Cluster Development
Ms. Pinky Kumari Bharagora
Executive

Ms. Kiran Pathak Company Secretary Godda

Ms. Pratibha Kumari

Head Accounts & Finance Ranchi
Gupta

Mr. Munmun Biswas Senior Designer Bhagaiya

Ms. Sobharani Lakra Designer Bhagaiya

Mr. Mritunjay Kumar Designer Ramgarh

Ms. Swati Mittal Designer Ranchi

Mr. Neeraj Kumar Sinha Designer Ranchi

Ms. Sweety Parate Designer Ranchi

Mr. Vikash Kumar Designer Ranchi

Leather accessories
Ms. Shivangi Shaily Ranchi
Designer

Mr. Satyendra Kumar Designer Ranchi

Mr. Anil Kumar Designer Baharagora

Mr. Ravi Anand Designer Hazaribagh

Mr. Sahidullah Mullah Pattern Master Ranchi

Mr. A. Ranjan Accountant Bhagaiya

Ms. Pratibha Singh Sampling Co-ordinator Ranchi

Md. Maqsood Alam Sampling Master & Trainer Ranchi

Mrs. Anni Prasad Sampling Master Ranchi

Cluster Development
Mr. Shahnawaz Khan Madhupur
Executive

Mr. Shailendra Kumar Cluster Development

Parasnath
Kashyap Executive

Md. Shahid Hussain Customer Assistant Mumbai

Mr. Neshar Ansari Customer Assistant Mumbai

Mr. Inamul Haque Sales Manager New Delhi

Md. Nasim Akhter Dying Manager Ranchi

Mr. Mani Kant Jha Supervisor Jasidih

Mr. Hemant Kumar Cluster Development

Lohardaga
Dewangan Executive

Cluster Development
Ms. Bharti Shriwas Patratu
Executive

Mr. Rahul Thakur Accountant Ranchi

Mr. Hindu Beshra Customer Assistant Pune

Mr. Aftab Alam Customer Assistant Pune

Ms. Soni Kumari Project Manager Nagar uttari

Mr. Sudersan Topno Project Manager Debrasai

Ms. Sabita Topno Project Manager Bengabad

Mr. Rajni Ranjan Rajeev Project Manager Borio

Mr. Rupesh Chandran Project Manager Goilkera

Mr. Pappu Kumar Pradhan Project Manager Chiyanki

Ms. Kumari Seema Project Manager Litipara

Md. Junaid Ansari Production Officer Kharaswana

Mr. Bableshwari Kumar

Production Officer Kharaswana
Das

Mr. Raj Kumar Production Officer Kharaswana

Mr. Vibhas Kumar Production Officer Kharaswana

Cluster Development
Ms. Rashmi Anjelina ekka Ranchi
Executive

Mr. Vasant Kumar Mishra Marketing Manager Mumbai

 Management of the company

B) Action and Achivement

Jharcraft has been making waves in India and abroad for over
seven years, for its quality and spirit of innovation. Managing
Director, Mr. Dhirendra Kumar and his team have left no stone
unturned to make this a successful and profitable PSU in
Jharkhand. While their biggest gift comes in the form of customer
appreciation, it is always special to be recognised and
appreciated.
The Institute of Economic Studies (IES), New Delhi, honoured
both, Mr. Kumar and Jharcraft for their contribution to the
industrial sector of the state as well as of the country. Mr. Kumar
received the coveted Udyog Rattan award, while Jharcraft was
presented a Certificate of Excellence in March 2014.
This accolade follows Jharkhand Times Impact Award, 2012, to
honour individuals and organisations who contributed to the
state's growth and well-being in which Jharcraft was awarded as
the "Most admired State PSU".

Having taken sure and steady strides, the following actions and
achievements are like milestones in Jharcraft movement.

 State-of-the-Art Emporium ‘JHARCRAFT’ opened at Roshpa

Tower, Main Road, Ranchi over an area of 1800 sq. ft. This
has provided the essential platform to artisans & weavers for
showcasing & marketing their products.
 Management of cocoon banks at Kharsawan, Kuchai,
Chaibasa & Giridih, Bengabad and Bhagaiya.
 Setting up Common Facility Centres for Reeling & Spinning –
currently 52 such Common Facility Centres are being
operated by JHARCRAFT benefiting around 1560 women
(each women earning Rs.4000-5000/- per month on an
average)
 Procurement and marketing of yarns.
 Obtaining certification from Handloom Mark and Silk Mark.
 Organic Silk Certification has been obtained from One Cert
Asia an international organisation.
 Implementation of Design-Development schemes for
Handloom & Handicrafts is benefiting more than 4000
artisans.
 Survey of Silkworm Rearing farmers has been done in the
area of 28 Pilot Project Centres. More 50,000 potential
farmers have been identified and groups have been formed.
 Base Line Survey of 21 weaving clusters is done.
  Implementation of 21 Cluster Development schemes
covering 11000 handlooms is in process. This will create job
opportunities for more than 40,000 weavers.
 Running Shaheed Nirmal Mahto Silk Training Institute at
Bhagaiya, Godda district, since April 2007. More than 3000
weavers have been trained here.
 Working as Nodal agency for marketing of products of
SHG/SGSY/SSGSY and rural artisans on behalf of Rural
Development Department, Government of Jharkhand. We
are also bringing about a noticeable change in the small
household and cottage industries in the state.
 Extended marketing support to more than 70,000 persons.
 Providing services of NID and NIFT trained designers to
weavers and artisans.
 Participated in many National and State fairs.

C) Future Plans
Jharcraft is planning to train people under a project called 'Srijan'
that will be launched this month. We pla to train 2,000 people in
Hazaribagh, 70,000 people in Latehar and members of 20,000
families who were displaced under Subarnarekha project in
Chandil.

Jharcraft Online Shop

We at Jharcraft are really excited about the opening of our new

"Virtual Emporium" - the www.BuyJharcraft.com online shop.
We hope that with setting up of the online shop we will be able to
further and beyond the reach of our retails spaces-emporiums
and reach to a new wider audience - thus helping take the glory
of Tussar Silk and Crafts of Jharkhand to even more people.

We encourage you to explore the website and have a look

around. You will find numerous products here that you can
browse with ease, see pictures and find out about prices and
details. You can purchase these products online using our
SECURE payment gateway with Axis Bank using your credit card.

We Look forward to your extended Patronage on our online

venture.

  

New Emporiums

We are delighted to announce the opening of 4 new "Jharcraft"

emporiums.

These are:

 M/s Dulari Sons Fuels

Harmu Bye Pass Road,Ranchi
 Urban Haat, Hazaribagh,Near radio Station
 Urban Haat, Parasnath
 Central library building, Giridih

  

Featured Products

Momento - Tribal Pair Potli Zardozi Ladies Hand Bag

Inauguration of training centre at JSDI, Hehal

The world of fashion is moving ahead to reach new heights day

by day."JHARCRAFT" provides a strong base to this world of
fashion, by moving ahead and meeting the marketing needs of
huge consumer profile, by providing up to date fashion products
while sustaining handloom & handicraft of the state of Jharkhand.
To meet the demands of new market trend, more intricate
designs have to be developed. Seeing this new market trend
Jharcraft have started training program for weavers on Dobby
Looms. Presently we are calling trainers of Dobby from West
Bengal, and many problems are being faced in getting the
trainers. The scenario today is we have many groups to be
trained in Dobby but due to shortage of trainers we are unable to
impart training to much willing people.
Seeing the exigency, Jharcraft took the initiative to impart
training for one month to our existing master trainers who is
expert in weaving. For the first time Jharcraft called masters
trainers from different centers of Jharcraft, and interviewed them.
24 best of master trainers were selected for the first phase of
training in Dobby. These trainees were master trainers of
weaving and have imparted training on weaving to may batches
till now. They were capable of working on reed size of 68s and
72s.
Two dobby master trainers from West Bengal are continuously
engaged to train them and make them expert Master Trainers of
dobby. This training programme is residential and stipend is being
given of Rs.6000/- to each trainee to encourage their
participation. A batch of 9 master trainer have been trained from
02-07-13 to 31-07-13 to develop their skills in dobby set up,
dobby harnessing, pattern setting for designs, for imparting
training to other weavers on Dobby looms. And now they are
working on reed size of 80s and 100s, and are capable of working
on pattern setting for all intricate designs.
To legalize their training and working, they have signed a
declaration for two with Jharcraft, and now they have been placed
in different centers in and around the whole state.
Main motive for providing this training to develop in-house facility
for the weavers, to curtail down the dependency, for hiring
master trainers from other states.
Henceforth seeing the success of this, further more such batches
are being trained to meet the future demands of market and
provide the customers with huge range of designs to be exhibited
in our showrooms.

D) Service Provided to Artesian

 Marketing platform to the artisans and weavers for the
merchandise produced by them.
 Arranging for participation of the weavers and artisans in the
various trade fairs throughout the nation.
 Providing for finance and raw materials to the artisans and
local weavers so as to support their production.
 Providing design assistance to the artisans through the
design unit which comprises of the professional designers
from institutions like NIFT & NID.
 Implementation of various government schemes for the
benefit of the artisans.
 Online payment facilities to the artisans.
 Jharcraft engages representatives of the various clusters,
who supply their products to the organisation, as sales
personnel in the emporium so that they can connect with the
customers directly.
 Quality work life and good working conditions for the
employees and artisans is a matter of prime concern for the
organisation.
 Professional training and time to time evaluation of its
effectiveness.
 Exposure visits to the various clusters for development.
  Jharcraft provides health insurance facilities to the artisans.
A family of four gets through Government schemes free
medical insurance up to Rs. 15,000/-per year. More than 1,
00,000 people are being benefited under this scheme.
 Forward and backward linkage for production and product
development.

Services provided to Customers:

 Providing various handloom and handicraft items at

reasonable prices to the customers.
 Providing quality products as the organisation is aimed to
set up as a brand.
 Bringing the cultural values of the state under one roof.
 Direct order facilities to the customers as per their
requirement and demand.
 Bulk order facilities.
 Dyeing and stitching facilities.

E) Tribal Paintings
There are 4 varieties of tribal paintings in the state - Sohrai &
Kohber Paintings of Hazaribagh Districts, Payatkar painting of
East-Singhbhum and Jadopatia art of Dumka district.

The Jadopatia and Payatker paintings were in the phase of

extermination though the Sohrai & Kohber were preserved by a
few artists. Jharcraft has contributed to develop the Sohrai and
Kohber paintings and has revived the Jadopatia & Payatker
paintings. Inspirations and Motives from these tribal paintings are
being used to develop new designs for the products and apparels.
Sohrai & Kohber Art

Sohrai: The women of farming communities of Hazaribagh

district maintain a vibrant tradition of mural painting practiced as
a ritual art form known as Sohrai. Sohrai is the art of harvest
festival in autumn, using red, black, yellow and white earth.
Large voting images are painted with twigs and kuchis on the
walls - bulls, horses with riders, wild animals, trees, lotuses,
peacocks, and horned deities. Sohrai paintings are considered to
be good luck paintings.

Kohber: The women of farming communities of Hazaribagh

district maintain a vibrant tradition of mural painting practiced as
a ritual art form known as Kohvar.
Kohvar is the art of marriage season when the walls of houses
and particularly of the bridal chamber are new. A layer of wet
cream coloured earth (Dudhi mitti) is painted over an undercoat
of black earth and designs are cut with bits of combs or the
fingers exposing black patterns on white. Comb cutting resembles
the "Sgraffito" technique of Greece and the incised pottery of
Indus Valley and Iran. Kohvar paintings are considered to be
good luck paintings.

Jadopatia & Payatkar

Jadopatia: This form of painting is practiced in Dumka district of

the state. Artists make the narrative scrolls called the "Jado" or
Jadopatia for the "Santhals" of Dumka district, depicting the
"Santhal" creation myth, The Tiger God and scenes from the after
life, originally drawn from natural inks & colours. These paintings
are believed to have magical and healing powers. They are used
as visual aids by the story telling Jadopatia painters. This is a
languishing art. With great difficulty we have been able to revive
it.

Payatkar: These paintings are found across the length and

breadth of the undivided Singhbhum district. People from the
Payatkar community roam around from place to place and reach
a house where a person has recently died or a new baby is born.
They would go on telling stories and singing songs on the self
composed lyrics. The artisans paint on soiled and used papers
using vermilion and natural colour. Colour is applied with the aid
of a needle or the hairs of a goat. Tales of Garur Puran form the
very essence of these paintings. This languishing painting has
been successfully revived.

F) Problems
Jharcraft is an organization with a difference whose main motto is
to create new sustainable opportunities of livelihood for the
disadvantaged sector of the state and for the women
empowerment in this class and the state. It stands for the poor
people and works towards their self-dependence rather than
extending charity towards them. Jharcraft helps to in-build a
sense of entrepreneurship, within the artisans and craftsmen,
which helps to strengthen their confidence and shapes their
thoughts towards betterment. It stands for the ST & SC Minorities
and also contributes towards revival and preservation of their art,
crafts & culture.
Jharcraft is a professionally managed company which enjoys the
advantage of the contribution of each employee and the efforts of
each individual towards its augmentation and progress. The Value
chain, strong forward & backward linkage and the values and
ethics of the organization are its assets which helps it to compete
into the global market. The root level job profile creates the base
of the other activities of the organization.
It is supervised under the efficient and highly qualified Board of
Directors and looked-after by the Managing Director. Jharcraft is
offered services of charted accountants, company secretary,
qualified accountants, marketing professionals, management
graduates, designers, sericulture diploma graduates and many
other professionals who guide the efficient artisans and
craftsmen. The artisans and craftsmen are the biggest assets of
the organization, without the contribution of which the
organization stands no chance of existence.
Jharcraft’s area of concern is Handloom, Handicraft and
Sericulture sector. The activities are based in the interior areas of
the state and the organization works basically on the SHG, NGO
and Project modules. Work-sheds are built within the villages with
all necessary facilities for the artisans and weavers to work at the
nearest place from their houses. Other facilities including training,
raw materials etc are also provided to them in these work-sheds
for un-interrupted work. These artisans are supervised by the
master trainers and qualified cluster managers & project
managers throughout. This is to check the quality standards of
the commodities produced.
Jharcraft has its own dyeing and finishing units. It has its own
stitching unit which helps to control the quality of the handloom
products. The organization also monitors the forward and
backward linkage for the production of various traditional
handicrafts of the state. The whole process and value chain are
monitored from the head office. The organization is not only
involved in quality production of handloom & handicraft products
but is also implicated with the Marketing and Exports at large. It
has showrooms throughout the nation including all the metro
cities of the country.
Jharcraft also is an implementing agency for various state level
and national level government schemes. It is also collaborated
with many of the renowned organizations for implementation of
their CSR activities. Jharcraft also provides design assistance to
various other states and has joined hands with many of the
organizations which has resulted benefit of the artisans.
Jharcraft was started to work for the poor people of the state and
continues to do so. The impacts of the organisation reflects on
the lives of the people and the changing environment of the state
in terms of social, economical and environmental developments.
 CHAPTER 4
Suggestions and Conclusion

Jharcraft, which has grown its business model in leaps and

bounds in India and abroad, is now getting kiddish.

The brand synonymous with khadi fabric and tussar silk will soon

launch an exquisite line of clothing for children.

Come December, the state-run handloom corporation will offer a

varied range of kid’s wear that promises to redefine style for
finicky junior fashionistas.

Managing director of Jharcraft Dhirendra Kumar told The

Telegraph that the Jharcraft Mega Store at Annapurna Building
near Kadru in Ranchi was flooded with requests for a children’s
range, particularly from khadi-loving parents.

 We conclude that the objective when buying the product

does not depend on the convenience of retail location,
location preference, store’s atmosphere and its decor, value
for the money and quality.

• The likeliness to purchase the product does not depend on

the knowledge of the product.
• It does not depend on the medium of promotion.
• The durability of the product does not hindrances the
awareness among the consumers as it creates no
consequences in promotion.

• It has the good range of products and visual displays.

• Thus there is the need of improvement in the Jharcraft

services in terms of store’s atmosphere and to enhance its
own branding .

• People does not rate the Jharcraft products as the good

value for money.
 CHAPTER 5
Bibliography

Book:-
•Research Methodology(Narain’s)
•Creating Opportunity changing lives-JHARCRAFT
•Internet Sources:-
• www.buyjharcraft.com
• www.jharcraft.org.in
• wn.com