S.W.O.

T Analysis

Strength :-

 A traditional craft of dyeing weaving and designing that

has been continuing for centuries.
 Warangal durries are one of the fine craft that still have
weaver’s making a durry by hand.
 The entire process from procurement of raw material
dyeing and production all takes place within the range of 15
kms.
 The durries have diversified over time especially with the
introduction of screen printed design.
 It is not just the men who work and weave but women
participate too. In fact work like processing dyed yarn and
creating pirns is done only by women. They are able to so
this at home itself.
 Existing of cooperative societies with 50-60 member
actively working.
Weakness :-

 The continuation of the craft is solely relying on age-

old traditional design. Design and style remain
limited and weaver’s are unable to explore any new
prints or layout.
 The weaver’s are not exposed to the end user and
market requirements and is unable to produce what
maybe in demand.
 Language and lack of technological learning remains
a barrier for growth of this craft. The weaver’s have
to rely on some else for communication as well as
any online marketing.
 Outdated technology is resulting in slow production
and less quality work.
 Congested and dirty working spaces with lack of
ventilation bring with them a host of problems
affecting health of weaver’s.
 Lack of proper knowledge related to storage and
packaging once the durries are made they are not
properly stored or packed which may result in
damage.
Opportunities :-

 The keenness of weaver’s to learn can be tapped

with the help of training, interventions and
cluster initiatives.
 Amenability of the products for diversification
according to the market needs and demands.
 Untapped market with high demand for durry
products in domestic and international markets,
fair and exhibition.
 Online marketing is booming industry full of
opportunities. Though weaver’s are new to it. It
is a way forward.
 Creating a brand that recognizes and emphasizes
the Warangal durries products.
Threats :-

 None of the weaver’s children have taken the

initiative to learn this craft. Hence the legacy
and continuation remains a major threat.
 Since most of the weaver’s are of old age, the art
of making hand-made durries might just for with
them.
 With the advent of machine produced durries
that take less time are cheaper in production, the
art of making durries faces a major threat.
 Involvement of various middlemen reduce the
final income of the weaver’s, hence
discouraging weaver’s to continue the work.
 Since Warangal durries doesn’t have a registered
geographical indications it is exposed to theft
And plagiarism. Also it does not make durries
made in Warangal a unique craft.

Profile of craftsman
Mr. Pitta Ramulu :-

According to the Handloom Export Promotion Council, 80% of

the handwoven durries sold in European and American markets
are woven in India.
About Pitta Ramulu :-
Pitta Ramulu is the first weaver to get recognized with a
national award, according to The Hans India. He had won the
‘‘National Handloom Award’ for 2015. Ramulu’s durries can be
found on Amazon.
It is the first time that a weaver from 100-year-old handloom
industry of Warangal district got recognized with a national
award. “After a long wait the skills of Warangal weavers are
recognized at national level. This would help local handloom
industry to flourish now,” he shared with The Hans India.

Education and learning about the craft :-

After finishing his sixth standard, Ramulu started to learn
weaving at the age of 11 from his father P Rajeeru. They hail
from Ankushapur in Chityal mandal and settled at Kothawada in
Warangal in the 60s. He became a master weaver with the
experience he gained from his father. He got APITCO training
in 2001 in advanced weaving techniques.
Expansion strategy of the craft :-
For the award-winning durrie, Ramulu took the help of his tech-
savvy sons Shanker and Sainath to get the hunting scene of
Mughal era depicted in a painting which is displayed in a
London museum. “It is an antique and complicated design. The
efforts on the design got me the accolades,” Ramulu said.

Future plans :-
Explaining about the work put into the durrie, Ramulu said that
special type of yarn was picked up to match the pit loom’s
dimensions. Special efforts were made to choose the dyes that
match the painting and last long.
“I would continue to innovate with new designs. The award
would help to get free entry at national and international level
handloom exhibitions and ensure a good market for Warangal
durries. I have displayed my products in Mumbai, Chennai,
Suraj Kund and other places,” Ramulu said.