Handicraft Workshop

District Collector V. Palanikumar looking at products displayed at a workshop organised by the Handicrafts Marketing and Service Extension Centre in the city on Thursday. Special focus will be given to the handicrafts of the country during the commonwealth games in 2010, according to Alak R. Chaudhuri, Director for Southern Region of the Office of the Development Commissioner (Handicrafts). He was speaking at a workshop that had been organised by the Handicrafts Marketing and Service Extension Centre here on Thursday.

The theme of the workshop was marketing of handicrafts.In his address, he said exports worth Rs. 50,000 crore were targeted during this period. Products would be displayed at the Export Mart in Delhi, he added. The office of the development commissioner had 62 marketing centres. Village-to-village surveys were being conducted and identity cards were being given to the artisans who were responsible for turning out various products.

He said annual export of handicrafts from the country was to the tune of Rs. 18,765 crore and less than two per cent of it is from the South. Though a variety of products were made in the South, some of them were heavy, he observed in the course of his address. Design inputs were given for export-oriented products to help the artisans increase exports. Empanelled designers from the National Institute of Design and the National Institute of Fashion Technology assisted the artisans through clusters, self help groups or non-Governmental organisations, in order to produce suitable products for the market.

In addition to this, the artisans were encouraged to make products with utility value rather than just decorative value, as this would turn out to be attractive for purchasers who were keen on buying products that they could use for a purpose rather than place just on show. The Supreme Court had given a direction a couple of years ago that considering the global market, artisans can go in for 80 per cent mechanisation. This would make them cater to specifications in design. Awareness about mechanisation was high in the Northern and North Eastern States and steps were being taken to improve awareness in the South.

Embroidery machines from Japan were supplied to some of the artisans in Kancheepuram. achines were also given to some of the languishing arts, he said.In his inaugural address at the workshop, District Collector V. Palanikumar said Indian culture lived in Indian sculptures. Marketing was a total human activity. The four Ps of marketing – place, price, promotion and product – should be in focus. The artisans should identify the consumer needs and potential competitors. Quality products should be available at affordable prices. Yet, tradition should not be lost sight of, he said.

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