Branding

Shatada Deshmukh Mentor: Prof. Rajendra Thakrey

Indian Handicrafts
Handicrafts play a very significant role in representing the
traditions and culture of any region or country. It is a
medium to store and preserve the rich traditional art forms
and heritage along with the talents which are associated
with the people’s history and lifestyle. They are hugely
important in terms of the economic development of the
country as they provide so many opportunities for
employment.

From time immemorial, the handicrafts of India have been

loved and respected worldwide and have left everyone
awestruck. Blessed with an affluent cultural heritage that’s
reflected within the intricacy of its handicrafts, India is
surely a true blue shopper’s paradise.
Handicrafts are an opportunity to represent and Carry the
taste of our culture , heritage and traditions.
Need
We have different handicrafts based in different states of India. Many
of these crafts and artisans are yet unknown to us. These artisans
who live in India’s numerous little towns and villages and churn out
masterpieces with their hands, but fail to find the visibility they
deserve.

Artisans face challenges such as inaccessibility of funds, low

penetration of technology, absence of market intelligence, and poor
institutional framework of artisan groups.

A large number of artisans have moved, over the years, to urban

centres seeking low-paying and unskilled employment.

Preserving and protecting the skills and knowledge of traditional

crafts is a growing challenge. So, it is high time that art forms are
revived and awareness spread about them in urban space.

This opportunity of Branding Project can be used to promote and

authenticate these crafts and craftsmen.
Customer understanding
Target segment

Primarily our brand targets people who are culture and tradition oriented and want to encourage and root themselves
in craft traditions of India. Secondarily, People who get influenced to make a buying decision through word of mouth
and also people who like to be an active part of varied social activities.

Demographics:
Upper middle class, from the age of 22 onwards. Young generation is also a part of our target consumers who are not
our direct customers. Here, the buying decision is made by their decision makers.

Psychoanalysis:
People who are empathetic towards handicraft sector of India
Craft enthusiasts and people who likes to study about these local crafts
People who are fascinated about handmade art, craft and design and likes to collect unique pieces
People who like to spend time doing different activities and gain knowledge
People who are into cultural and traditional heritage of the country
People who have a drive towards intricate & artistic things
Collecting handicraft arts that are unmatched in quality and borne out of pure love
User Persona
Tejas Patel
Age: 23
Occupation: Student
About: Tejas is Born and
brought up in Gujarat,currently
pursuing his degree at NID in
the field of Film and video. He
loves documenting the raw
side of the world.
Belief: Being a Film and video
student at NID he always gets
an opportunity to experience
different fields. The beauty
and creativeness of the
handicraft products fascinates
him and makes him want to
learn these skills.
Shaunak joshi
Age: 32
Occupation: Furniture Designer
About: Shaunak is very
organised person. He loves to
explore and experiment with
different Indian materials,
textures, finishes and fabrics. His
designs has artsy style
statement.
Belief: He loves to source
different Indian handicraft from
the artisans to support them
through the make in India
initiative.
User Persona

Anandi Thakur Rutvi Shah

Age: 54 Age: 40
Occupation: House maker Occupation: Professor

About: She loves About: Rutvi is an extrovert who is

spending her time visiting passionate about education and sharing
craft exhibitions and her knowledge with her students. She
choosing the right likes to give her students everything that
handcrafted piece. they need to succeed.

Belief : It gives her Belief: She believes in embracing and

immense joy in valuing the human potential as well as
gathering intricately made creative spirit to give artisans a voice
handicrafts products to they might not otherwise have. Knowing
decorate her house with the difficulties that the artisans face she
the essence of Indian feels obliged to impart awareness about
culture and traditions. the same to her students.
Customer need assessment

● A brand which gives authentication to the local artisans along with the profit margin they deserve - Which
gives a sense of satisfaction to the customers and consumers, that they are contributing to the sector in
some way.
● A brand which provides unique and authentic products
● A platform which enables the consumers to directly interact with the artisans and learn from them

Consumer need assessment

● The person who does not have the buying power or the authority to make a buying decision are also a part
of our consumers along with the ordinary set of consumers who have the buying power.
● Our brand is providing a sense of value addition to one’s love for being authentically Indian.

Buying decisions and Behaviour

● Empathy, fascination, love towards collecting varied art pieces, Imparting knowledge and awareness about
Indian handicrafts which leads a person to go ahead and make buying decision.
● Living with fine handcrafted objects uplifts their spirits & adds a quality of timelessness.
● Our customers decide on buying the product on basis of instinct as well as need.
Market understanding
Sector Environment Landscape and Competitors

● India is one of the important suppliers of handicrafts in the world market. The industry is highly labour
intensive and decentralized spread all over the country in urban and rural areas.
● Handicrafts as a sector is still explored from the point of view of hidden sector of India.
● ‘Search and exploration of hidden crafts of India’ is a parameter of the field which has not been ever touched
by Indian handicraft industries. Due to Changing consumer taste and trends it is high time, Indian handicraft
industry to go in to the details of changing designs, patterns, product development, innovations and requisite
change in production facilities for a variety of materials, production techniques, and related expertise to
achieve a leadership position in the fast growing competitiveness with other countries.

Constraints: The Handicraft sector has, however, suffered due to its very nature of being unorganized, with the
additional constraints of low capital, poor exposure to new technologies, absence of market intelligence,and a poor
institutional framework
Total no of artisans - 68.86 Lakhs, Male - 30.25 Lakhs, Female - 38.61 Lakhs

There are various schemes implemented by Development Commissioner (Handicrafts), which are not specific to
area, caste and gender. Artisans belonging to all the communities can draw benefits from these schemes.
.
Gaatha

About: The ‘Gaatha’ project was conjured to play that key role of storytelling, and therewith bringing social and
commercial benefits to the artisan settlements. The brand desire to become the instrument through which the
artisans can directly connect with the global audience

Vision: The brand believes that “Lost wealth can be regained, broken monuments conserved but when a
thousand-year-old craft technique along with the myths, culture, and songs that envelope it dies, leaving a
master craftsman or woman in an urban slum, there is no bringing it back.”

Mission: The brand’s desire to be the resource which helps craft sell not as objects but stories and ideologies.

USP : “ We want to identify and recognise faceless artisans.”

Fabindia

About: Fabindia is India's largest private platform for products that are made from traditional techniques, skills and
hand-based processes. It has an Indian chain store retailing garments, furnishings, fabrics and ethnic products handmade
by craftspeople across rural India. It offers huge portfolio of products It merchandise offers an assortment of grocery
products as well as other range of various goods.

Vision: The brand celebrate India, and endeavour to bring all that they love about India to customers around the world.
Mission: The brand’s vision is to harness the transformative power of a well-run business committed to profitable
growth in support of Fabindia’s Vision to strengthen and support the community of customers, designers, artisans,
farmers, makers and entrepreneurs inspired by India. The brand also offers their customers products that delight them by
interpreting our rich heritage and traditional knowledge, while protecting the natural environment.

USP : Fab India’s endeavour is to create sustainable livelihoods in the rural sector
India Craft House

About: The brand endeavour to support our artisans not just by promoting what they make, but also by helping them
with ideas and designs to innovate and create relevant craft products that appeal to changing tastes and modern
preferences, to help them find wider markets.

Vision: The brand’s vision is to support the artisans and the NGO’s by providing them with a platform to exhibit their
work in front of the world.

Mission: The brand also works with artisans to initiate new line of craft products keeping aside traditional designs by
creating a new contemporary line that continually renews itself and remains relevant in a modern world.

USP : Promoting eco friendly choices and spreading awareness of the craft the brand also supports in seeking
to help other charitable organisations by promoting their products as well as working with them to develop
products that would help increase their earnings.
Sargaalaya

About: Sargaalaya, the Kerala Arts & Crafts village in Kerala is an initiative by the Department of Tourism, Government
of Kerala. The Village is a craft cluster that was conceptualized as a tourism destination, developed and implemented on
the Responsible Tourism model. It is an initiative to put Kerala's traditional handicrafts on the tourism trail. Sargaalaya
focuses on creating a tourist destination

Vision: A destination for experiencing Kerala’s art and craft heritage.

Mission: Create awareness about Kerala’s art and craft heritage to tourist fraternity, Preserve and enrich them to
empower kerala’s traditional artists and crafts person.

USP : Promoting art and craft of kerala through tourism, It also offers a live display of craftsmanship providing
a close look at every aspect of manufacturing for art and craft enthusiasts and even conducts workshops for
people who desire to learn about it.
India Craft Week

About: India Craft Week (ICW) is a city-wide celebration of exceptional international quality that binds art, design, and
culture. The show brings together Organisations, Brands, Institutions, Designers, Craftsmen, Artisans, Craftpreneurs and
Makers from India and the world.
Activities - Live Demonstrations, Masterclasses, Cross-talks, Installations, Galleries, Films, Cuisines, Heritage and Folk &
Tribal Performances.

Vision: To build a platform for you to engage in business with India's Master Craftsmen, Artisans & Makers, and top
luxury brands dedicated to creating world-class handmade products of craft and heritage.

Mission: bringing together discerning consumers to discover and engage with International and Domestic Makers all
around the year.

USP: Liberated initiative to bridge our nation's iconic heritage, skilled craftspeople, independent makers and
contemporary brands, allowing them to narrate their untold stories.
Opportunity Spaces

● Live display of craftsmanship - Providing platform for (arts and craft

village) rare artisans to give exposure to their craft and bringing back
handicraft which are on the verge of extinction to public memory.

● Providing a common place for craft enthusiasts who desire to learn

about them, directly from the artisans - which will give authentication to
the original art forms.

● Branding for just one artisan/craft with all its aspects.

● Craft festival binding art, design and culture of different states of India,
which brings together artisans, craftsmen, buyers and investors from
across the country.

● A brand having partnership directly with artisans, sharing a profit

margin, keeping one artisan representative as an active partner.
Trends and Forecasts

● India has an edge against its competitors like China, Philippines, Thailand, Taiwan
and Korea who generally produce machine-made products. Indian handmade
products have a niche market all over the world creating a distinct impact through
exclusive designs, workmanship, finesse, colors and raw material etc.
● The demand based on the type of handicrafts is difficult to analyze, owing to
constantly evolving trends. This has compelled the handicraft producers to keep
themselves updated about the ongoing trends, so that they can match the consumer
expectations from ethnic designs to more contemporary styles. Also, the
combination of both.
● Areas such as discount retailers, department stores, specialty stores, catalogue
retailer, internet retailer, and independent retailer, several non-profit organizations,
independent artisans employed by explorers and small enterprises are the store
openings for such products.
● Combining handicrafts with other sectors increases the reach of the products.
● Increasing travel and tourism is supporting the growth of global handicraft market.
● On account of the low capital investments, the industry is flourishing, particularly in
the developing regions such as India, China, and Afghanistan. Looking forward,
IMARC Group expects the global handicrafts market to continue its moderate growth
during the next five years.
Brand Positioning
Value Propositioning
Associated with culture and heritage, promote local artisans, maintaining transparency in the business structure and credits
given to the artisans, direct contact/interaction with the local artisans and crafts, Saving age old crafts from getting extinct

‘Transparency bestowed within you and your craftsmen’

‘Creating possibilities for your craftsmen, for bright years ahead’

Differentiation* (USP)
Service based - A common platform with various social interaction activities, bridging the gap between consumers and
artisan’s community
Product based - Melange of tuning in the craftsmanship to gel artisan communities (Combining multiple crafts to form one
product)

Vision
Connect to interact with our most authentic cultural souls, dive into their stories and ideologies and celebrate the joy of being
a part of this community giving visibility to the real talent.

Mission
The brand desires to revive the handicraft sector and give it a contemporary approach encouraging Indian artisans, bridging
the gap between makers and buyers.
Products and Services
Brand Relevance Index

According to the brand relevance index,

Pervasively Innovative: These brands are obsessed with what their competition is doing
and what their customers are yearning for. They know without innovation—their
organizations won’t be able to grow and thrive. These brands make emotional
connections, earn trust and often exist to fulfill a larger purpose.

Distinctive Inspiration: Companies love to throw around the word “Inspiration” to describe
their businesses and brands, although most businesses and brands are unfortunately not
inspired, or inspiring to customers. These brands don’t rest in their laurels. Even as industry
leaders—they push the status quo, engage with customer in new and creative ways,
and find new ways to address unmet needs.

Brand Qualities

Emotional connect, Trust, Transparency, Artistic, Empathy

Brand essence
Purpose

To promote Indian handicrafts, by recognizing and

reviving Indian craftsmanship and engage consumers
with first hand stories of community interaction.

Promise

To maintain transparency between artisans and

consumers
To encourage contemporary ideas to make the
handicraft sector stand in the global market
To deliver unique products, combining multiple
crafting ways

Experience Principles

Enlightened, Reassured, Gratified, Homely

Who we are?
● We as a brand are empathetic, creative,
conserving and uplifting.
● We are fascinated in providing creative yet
authentic end products.
● We believe in creations that are made in a space of
joy, honour and respect for handicrafts that are an
embodiment of human creativity and labour.
● We trust our artisans for their work and help them
find the visibility and opportunities they deserve.
● You can rely on us, as we trust our artisans and
guarantee you with the best products.

Innocent - Pure, simple and trustworthy

Everyman - Honest and dependable
Creator - Unlocking the creator’s creativity
Explorer - Helping others experience new & unknown
Caregiver- Helper, supporter, compassion
List of Indian Handicrafts
Andhra Pradesh Chattisgarh Ajrakh Printing
Bidri craft Painted Clay relief Lohar Ka Kaam (Bell making)
Leather puppets Iron craft Moti Kaam (bead work)
Cherrial Pata Weaving Pithora Painting
Dhokra Mashru Weaving
Wood and lac turnery Delhi Kharadi Kam (sankheda furniture)
Zardosi - Gold embroidery Marquetry (wood enlay)
Arunachal pradesh Sandalwood carving
Bead craft Naqquashi - Engraving Himachal Pradesh
Chamba Rumal
Assam Goa Thangka Pianting
Eri silk spinning (handloom) Sea shell craft: Shimpla Hast Kala Pula chappal- Grass footwear

Bihar Gujarat Jammu kashmir

Sikki grass craft
Sujuni embroidery
Chandigarh
Phulkari embroidery
Lipan Kari Kalamdani / Kar-i-Munaksh
Namda Felted Rugs Gabba embroidered rugs
Kachchhi Embroidery Namda - Felted Rugs
Kachchhi Embroidery Dun/Akhrot Naqqashi (Walnut Wood Carving)
Rogan Painting Pinjrakari/ Khatumband (wood carving)
Katab (Applique embroidery)
Karnataka Nagaland Tamil Nadu
Rosewood Inlay Loin Loom Weaving Toda embroidery
Gangifa Cards
Bidri Odisha Tripura
Navalgund Dhurri handloom carpets Silver Filigree Bamboo Furniture Katlamara
Lambani (embroidery) Patachitra Painting
Palm Leaf Engraving Uttar Pradesh
Kerala Kotpad saree Shazar stone jewellery
Coconut Based Crafts Paddy craft Stone inlay
Moonj basketery
Solapith Craft
Glass Work
Madhya Pradesh Black Pottery
Gond Chitrakari- Tribal painting Punjab
Phulkari & Bagh - Embroidery Textiles Uttarkhand
Maharashtra Aipan - Ritual Floor Painting
Kolhapuri chappal Rajasthan
West Bengal
Tambat Kaam - Copper & Brass ware Blue pottery Leather Craft - Charma Shilpa
Warli Painting Thewa Gold leaf work Beaten Silver work - Rupor Kodai
Bahi Clothbound Books Kantha work (embroidery)
Manipur Lac ware
Thongjao Pottery Kathputli
Kinari Kaam
Mizoram Miniature Painting
Gourd Craft Kawad art
Enamel Work (Meenakari)
Combination of two Handicrafts

● Silver filigree and any painting

● Bidri and painting/embroidery
● Sandalwood carving and dhokra craft
● Lambani embroidery and Kotpad saree
● Wood craft (pijarkari or walnut wood carving) and any handloom
● Leather craft and gabba embroidery of kashmir
● Kolhapuri chappal and any embroidery (kantha work or phulkari or anything)
● Blue pottery and any metal craft (birdri/filigree)
Offerings

Product range Activities

Home Decor Lifestyle accessories Live demonstrations

Hardware Bags/ Handbags Hands on workshop with Artisans
Lightings and fixtures Jewellery Lecture series/Talks/Discussions/
Corner pieces/Decorative pieces Watches Interviews/ Presentations
Furniture (Dining tables/ chairs/ Leather accessories Open Forums
sofas) Footwear Documentary Screening
Beddings / Mats and Rugs/ Carpets Clothing Fest/ Exhibitions
Wall decor (clock/ mirror/Paintings) Hair accessories University collaborations
Cutlery (serveware/ Stationery Field visits/ Study Tours
Table top accessories
Garden accessories
Gift sets
Keywords
Melange (Based on Products) Experience (Based on interactive activities)
Innovative Soulful
Unique Exposure
Mosaic Stories
Intricacy Bliss
Authentic Treasure
Refined Transparent

Uplifting (What we are doing for artisans) Rooted (As a Brand)

Empathetic Respect
Awareness Timeless
Endeavour Charm
Honour Raw
Legacy Evolving
Compassion Natural
Conserving
Nomenclature Descriptive / Geographical / Evocative / Inventive
Generic Brand name Tagline
Kalakari Shilpini Kaushal कथाकारी Rooted / Grounded yet exploratory
Karigar Aakruti Bhoomi कलात्मक Strokes of beauty/Soul
Kathaa Kushal Hasta कलाकोष Intricately pure /raw
Hastashilpa Margadarshan Kalpa Artesanos Language of earth
Dastakari Kalapini Kalaa Karisans Soul of India
Tale Adakari Moulya Hastakalpa Here to soothe your soul
Nirmaan zari Hasta cult Journey to the soul
Parampara Navya Hastamoulya Journey to connect
Kahani Prachin Hastakaushalya Connect to the cause
Iteehas Paradarshak Kalabhoomi Legacies unstoppable
Sahakar Karobaar Srujankosh Legacies embedded
Anubhav Zuri Srujashilpa An ode to the faceless
Pratitee Srujan Srujart Inspiring people. Connecting lives
Rooh Safarnama Kaari Embracing earth, connecting lives
Tijori Sparsh Artisanal cult A magical touch
Kosh/Ghar Adway इतिकारी Nurturing the roots
Nayaab Cult सृजन Celebration of the roots
Kalatmakta Aina
Artisanal Cult
Shortlisted Brand names

कथाकारी इतिकारी
Strokes of Soul / Intricately Raw Nurturing the Roots

कारी सृजन
Reaching Souls. Embracing Roots Intricately Raw
Enduring Legacies. Embracing Roots

Artesano Melange
Celebrating the roots Pure. Intricate. Soulful