HANDICRAFT INDUSTRY

PROJECT SUBMITTED ON THE PARTIAL FULFILLMENT OF THE DEGREE MASTER OF BUSINESS ADMINISTRATION

NAME
ANKITA TEKRIWAL- GT024 JYOTI MUNOT- GMO71

TAUGHT BY
MR. SNEHAL MISTRY

DATE OF SUBMISSION 26TH MARCH 2013

INTRODUCTION OF HANDICRAFT
A handicraft, sometimes more precisely expressed as artisanal handicraft, is any of a wide variety of types of work where useful and decorative objects are made completely by hand or by using only simple tools. It is a traditional main sector of craft, and applies to a wide range of creative and design activities that are related to making things with one's hands and skill, including work with textiles, moldable and rigid materials, paper, plant fibers, etc. Usually the term is applied to traditional techniques of creating items (whether for personal use or as products) that are both practical and aesthetic. Collective terms for handicrafts include artisan, handcrafting, crafting, and handcraftsmanship. The term arts and crafts is also applied, especially in the United States and mostly to hobbyists' and children's output rather than items crafted for daily use, but this distinction is not formal, and the term is easily confused with the Arts and Crafts design movement, which is in fact as practical as it is aesthetic. Handcrafting has its roots in the rural craftsthe material-goods necessitiesof ancient civilizations and many specific crafts have been practiced for centuries, while others are modern inventions, or popularizations of crafts which were originally practiced in a limited geographic area. Many handcrafters use natural, even entirely indigenous, materials while others may prefer modern, non-traditional materials, and even up cycle industrial materials. The individual artisanship of a handcrafted item is the paramount criterion; those made by mass production or machines are not handicraft goods. Seen as developing the skills and creative interests of students, generally and sometimes towards a particular craft or trade, handicrafts are often integrated into educational systems, both informally and formally. Most crafts require the development of skill and the application of patience, but can be learned by virtually anyone. Like folk art, handicraft output often has cultural and/or religious significance, and increasingly may have a political message as well, as in craftivism. Many crafts become very popular for brief periods of time (a few months, or a few years), spreading rapidly among the crafting population as everyone emulates the first examples, and then their popularity wanes until a later resurgence.

A. History in the Indian subcontinent, 3000 BCE 600s CE

The history of handicrafts in the areas generally now comprising India and Pakistan is ancient, dating back almost 5000 years. The first surviving written references to handicrafts in the Indian subcontinent can be found from the Moen jo Daro, Sindh Indus Valley civilization (30001700 BCE). As in other cultures, the craft tradition in India has long involved religious beliefs, local needs of the commoners, as well as the special needs of the patrons and royalty, along with an eye for foreign and domestic trade. These craft traditions have withstood numerous foreign invasions and continue to flourish, owing to the multi-cultural, assimilative nature of Indian society and its openness to new ideas.

The Indus Valley civilization had a rich craft tradition, as well as a high degree of technical excellence in the fields of pottery making, sculpture (metal, stone and terracotta), jewelry and weaving, among others. A lot of material information from excavations at Harappa, Mohen-jo-daro, etc., substantiate the early Indus Valley craft traditions. The craftsmen not only catered to all the local needs but surplus items were sent to ancient Arabian cultures via ancient sea trade routes.

1. State empires The concept of state was ushered by the rise of the Mauryan Empire in the 3rd century BCE. It is said that during the time of Ashoka, 84,000 stupas were built in India, including the world famous Sanchi Stupa, situated in Sanchi, in Madhya Pradesh which has elaborate stone carving and relief work done on it. Numerous sculptures from Bharhut, Mathura, Amravati, Vaishali, Sanchi, etc., show female figures adorned with an array of jewelry; they continue to inspire contemporary jewelry-making. The iron pillars of Vaishali (Bihar) and old Delhi, created during the time of Emperor Ashoka, represent advances in the field of metallurgy.

2. Post-Mauryan age The period between the 1st century ad and the 1st century BCE was a period of political turmoil as a result of foreign invasions from central Asia. The impact of these intrusions can be seen in the Buddhist sculptures from Taxila, Begram, Bamiyan, Swat valley, etc. (all from the present day Pakistani North West Frontier province) which show a high degree of Greek influence. The depiction of Buddha, having curly hair and wearing draperies, until date is the result of this Greek influence. The sculpture of the Kushan king Kanishka from this period depicting him wearing leather boots and a heavy warm coat amply reflects the influence of the central Asian Culture on Indian craftsmanship. Jewelry, sculpture, textile making, leather products, metal working, etc. were the main handicrafts that inherited these foreign influences and assimilated them in accordance with the Indian milieu.

3. Gupta age The Gupta age (320647 CE) is referred to as the classical period in Indian history. Its high points in the fields of crafts include the rock-cut temples of Ellora and the Ajanta murals, the carved scenes on which provide a realistic view of the lifestyle of that time. The craftsmen of this period, under royal patronage, excelled in jewelry making, woodcarving, sculpture, stone carving, metalworking and weaving.

4. Medieval India The Medieval period of Indian history in the context of handicrafts showed a marked shift from north India to the Deccan and southern parts of the country, though the handicraftsmen under the Delhi Sultanate period flourished in the field of pottery, weaving, wood carving, metal working, jewelry, etc. The contribution of the Cholas and the Vijaynagar empire were mostly in the fields of bronze sculpture, silk weaving, jewelry, temple carving. Exemplary period stone carving from central India can be seen in the form of the Khajuraho Temples, built by the Chandelas. Rich and ornate wood and stone carving can be found in the medieval temple of Jagannath at Puri in Orissa.

B. The Arts and Crafts movement in the West

The Arts and Crafts movement originated as a late 19th century design reform and social movement principally in Europe, North America and Australia, and continues today. Its proponents are motivated by the ideals of movement founders such as William Morrisand John Ruskin, who proposed that in pre-industrial societies, such as the European Middle Ages, people had achieved fulfillmentthrough the creative process of handicrafts. This was held up in contrast to what was perceived to be the alienating effects of industrial labor.

These activities were called crafts because originally many of them were professions under the guild system. Adolescents were apprenticed to a master craftsman, and refined their skills over a period of years in exchange for low wages. By the time their training was complete, they were well-equipped to set up in trade for themselves, earning their living with the skill that could be traded directly within the community, often for goods and services. The Industrial Revolution and the increasing mechanisation of production processes gradually reduced or eliminated many of the roles professional craftspeople played, and today many handicrafts are increasingly seen, especially when no longer the mainstay of aformal vocational trade, as a form of hobby, folk art and sometimes even fine art. The term handicrafts can also refer to the products themselves of such artisanal efforts, that require specialized knowledge, may be highly technical in their execution, require specialized equipment and/or facilities to produce, involve manual labor or a bluecollar work ethic, are accessible to the general public, and are constructed from materials with histories that exceed the boundaries of Western "fine art" tradition, such as ceramics, glass, textiles, metal and wood. These products are produced within a specific community of practice, and while they mostly differ from the products produced within the communities of art and design, the boundaries often overlap, resulting in hybrid objects. Additionally, as the interpretation and validation of art is frequently a matter of context, an audience may perceive handicrafted objects as art objects when these objects are viewed within an art context, such as in a museum or in a position of prominence in one's home.

C. Handicrafts in modern education

At the Buell Children's Museum in Pueblo, Colorado, children and their guardians partake in "arts and crafts" (i.e. handicrafts).

Simple "arts and crafts" projects are a common elementary and middle school activity in both mainstream and alternative education systems around the world. In some of the Scandinavian countries, more advanced handicrafts form part of the formal, compulsory school curriculum, and are collectively referred to as sloyd in Swedish, andksity or veisto in Finnish. Students learn how to work with mainly metal, textile and wood, not for professional training purposes as in American vocational technical schools, but with the aim to develop children's and teens' practical skills, such as everyday problem-solving ability, tool use, and understanding of the materials that surround us for economical, cultural and environmental purposes. Secondary schools and college and university art departments increasingly provide elective options for more handicraft-based arts, in addition to formal "fine arts", a distinction that continues to blur, especially with the rise of studio craft, i.e. the use of traditional handicrafting techniques by professional fine artists. Many community centers and schools run evening or day classes and workshops, for adults and children, offering to teach basic craft skills in a short period of time.

D. List of common handicrafts

Banner-making Calligraphy Canvas work Cross-stitch Crochet Embroidery Felting Knitting Lace-making Embossing leather Luce Macram Needlework generally Patchwork Quilting Ribbon embroidery Rug making Saddle making

HANDICRAFTS OF INDIA- HISTORY

Indian has diverse and rich craft history. Our vast craft culture and traditions shown the proof of famous aesthetics art history. Elaborate designs, patterns, painfully crafted monuments, temples and sculptures, all are magnificent masterpieces of craftsmanship. All Indian handicrafts and their patterns were mostly rendering everyday living, socio political conditions and palace and court scenes. Archaeological studies have revealed that the period of manufacture, for a given handicraft item can be understand from its production technique, patterns and materials used. History of handicrafts of India can be traced back to, as old as, the Stone Age. The art of spinning and weaving of cotton was known to the Harrappans were known 5000 years ago. Foundations of textiles in other countries date back to second century BC. Block print fabrics, mainly of Gujarat region, found in Egyptian tombs are the evidence that India was producing enough cotton textiles to import them to other countries, in the medieval ages.Paintings likemadhubani paintings and glass painting are practiced by artisans from many centuries. Even Vedas have references of artisans involved in various handicrafts of India like pottery making, weaving, wood crafting etc. The Rig Veda in particular refers to a variety of pottery made from clay, wood and metal. It also refers to weavers and weaving. Crafts history shows that Indian crafts flourished during the Mauryan Empire. Nearly 85000 stupas were built in India, including Sanchi Stupa and various sculptures of Bharhut, Mathura, Amravati and Vaishali, During Ashoka's rule. Even the iron pillars of Vaishali and Delhi, were created in the same era. The Gupta Age, saw construction of rock cut temples of Ellora and Ajanta caves. Craftsmen of this period, under royal patronage excelled in jewelry making, woodcarving, sculpture, stone carving and weaving. Indian Arts and Crafts of each age reflect the culture, traditions and happenings of that particular era. Every age, every dynasty, every empire has its influence and essence in the crafts belonging to those times, therefore making India's heritage diverse and culturally rich.

1. Ancient Design Employed In Handicrafts Indian craftsmen carefully craft numerous motifs and designs, intricate and beautiful in a variety of hand-crafted items. These have been perfected over centuries. 2. The Birth of Indian Handicrafts Handicrafts of India, though initially made plain for daily use by ancient man, the craving for aesthetic appeal soon resulted in the development of numerous designs and motifs.

3. Indian Textiles The beauty of Indian textiles spread far and wide even during the ancient trade. They were very popular for their fine quality and excellent embroidery done on them.

4. Rigvedic Literature Speaks On Ancient Crafts The ancient Indian literature reveals some interesting facts on handicrafts of India. Many craft were an integral part of religious rituals and ceremonies.

5. Buddhist Influence On Sculpture The need to propagate Buddhist religion played an important part in the style the stone sculptures were sculpted. It also renewed the enthusiasm in stone sculptures.

Sudip Dutta, Founder, Aporv Indian Handicrafts (Aporv means Unique)

Social Changes with Handicrafts

Handicrafts is the second largest source of employment after agriculture in India. With roughly some 23 million+ artisans this sector is the one that stands to have great social impact on our nation. Sudip Dutta believes that the sector offers some unique opportunities not just for business but also to promote social changes. His venture Aporv is all about Indian Handicrafts and the impact that new age media and technology will have on them. Sudip Dutta spoke all about the possibilities he see in Handicrafts in an extensive conversation with Yours or... 1. What connection does aporv.com have to Indian handicrafts? www.aporv.com is the online destination for Indian Handicrafts from searching for handicrafts, buying them online and getting them delivered to your door step with premium service and making a Social Impact. We take care of everything including customization of products. We bring to the people across the globe unique Indian Handicrafts. We dont just sell handicrafts but the story; all our products are sold as a story rather than on the face-value of the product. We believe that given a chance all of us would like to know the history, art and how the craft is being made which adds intrinsic value to the product. Along with this we are bringing 12 differentiations in this sector including, open Evaluation, Authentic Products, Unique Products, etc which will revolutionize this sector.

Through our business model we are bringing in a unique online experience which people would have rarely experienced like our return policy rarely seen in the Indian market. On the other side we are also looking to make a greater Social Impact looking to make each artisan and entrepreneur. Do visit us at www.aporv.com andhttp://www.facebook.com/aporv to learn more about us. 2. What sort of market space do you hope to occupy?

Aporv.com draws its conception from the above needs and wants. It realizes the growing need for utilitarian yet aesthetic handcrafted products and bridges the gap between the creator & the appreciator. With our unique and 12 differentiators, like return policy, premium customer service, Story with each artifact, though through online model we are revolutionizing this sector by making buying a pleasurable experience by educating its online retail customers of the various art forms.

Thought this model we bring the unique Indian handicrafts to people all across the globe. Aporv also has a B2B Corporate Gifting Solution for organizations looking to make an impact on their Corporate Social Responsibility (CSR) and Carbon footprint through our social and eco friendly products. Reach us at info@aporv.com to get more details on our Corporate Gifts.

Aporvs scope is to provide all our appreciators with unique Indian Handicrafts with a premium service and at the same time make a Social Impact be it through livelihood generation, fair trade policies, partnering with the right NGOs/ SHGs/ Organizations. It empowers artisans by practicing fair trade and assists in preserving rare Indian art forms. Read more about our uniqueness and social initiatives at www.aporv.com/aboutus.

Getting back to the question, there are not many players in the Online Handicrafts space, thus its too early to say the kind of marketspace we will occupy, but we are looking to reach out to an audience who are educated, want to make an educated buy and at the same time want to make a Social Impact.

3. What sets your business model apart from others in the handicrafts niche? In this field of crafts, visual appeal is very important and so is reaching out to your audience. We have been able to do that with our12 differentiators to this segment. Some of them are: Story rather than the product Our fundamental belief is that given an opportunity we all love to make an educated buy. Thats exactly what we are providing to our appreciators. We bring to our appreciators the story on how the product is made, where it is made and the history of the products which add intrinsic value to the product and provides them the tools to make an educated buy. Authentic products Our own search led to the conclusion that this is one of the most important points to tackle. Unique artifacts from across India Where does one go to find Indian Handicrafts which have historic significance and help you make an educated buy. Our answer is www.aporv.com. We bring to our appreciators artifacts from all over India. Open Evaluation We are trying to revolutionize this sector by opening up the artifacts evaluation by everyone and we call it Open evaluation. Each art ifact on our site can be evaluated on 4 parameters Skill/ History/ Aesthetics/ Uniqueness. Premium Service We all would love to get a service that we can think of. Aporv aims to provide you just that. We have a policy if you have an unanswered query for 72 working hrs the mail gets directed to the CEO. Yes, we are that serious with our service. Returns To build consumer confidence we currently have No Questions Asked 7 day return Policy. We believe that you should be satisfied with our products else we will be glad to take it back, No questions asked.

4. How is your business performing so far? We have good response from retail and corporate customers. In the first month we got about 15,000+ page views on Aporv.com. On the corporate side, we have made a good beginning by partnering with one of the IT Company in India for their Corporate Gifting Solutions. We have great solutions from our Corporate Gifting Solutions for corporate, starting with eco-friendly products for conferences/ business meetings to gifts for their employees and clients. The eco friendly nature combined with our Corporate Social Responsibility adds great value to the corporate CSR footprint and Green initiatives. Secondly, we are launching in the international market soon. Join us on facebook to get the latest updates on launches: http://www.facebook.com/aporv We have been working on this since June 2009 and launched a year later on 5th June 2010 on World Environment Day. Its too early to say our growth trajectory so far, but we are more than satisfied with the hits, conversion and appreciation we are getting onwww.aporv.com. Along with that our model for Corporate Gifting Solutions has got a good response. We have been successful in partnering with one of the top IT companies in India and few more partnerships on their way as we speak.

5. What do you think is a challenge that every (Indian) entrepreneur must deal with? There are lot of challenges for an Indian Entrepreneur. To start with the social pressure to stay in the 9-5 job, but this is changing in India with new entrepreneurial clubs coming up in colleges and lot of buzz about entrepreneurship. Im sure you will see a lot many startups in various sectors that most of us wouldnt have even thought of.

6. What led you start Aporv and delve into Indian Handicrafts? 10+ years in the corporate sector it was a difficult choice to make to leave the luxuries of corporate life and get into entrepreneurship. My family and friends helped me take the decision and we returned back to India to start Aporv. I am also the founder of BITS.aid which is the first school based volunteering organization for my alma mater BITS, Pilani. BITS.aid gave me the exposure to the social sector and my interest in creative spaces got me thinking in 2008. It is a culmination of personal interest in creativity, a business opportunity and an opportunity to make a Social Impact.

Our own search to find Indian Handicrafts which are authentic, unique and has a historic significance My own interest in creativity and looking for new and unique productsUnderstanding the need and trying to fill that gapWe saw a hiatus in this sector that we can plug with our business modelLastly and most importantly, making a Social Impact.

7. What sort of social impact does Aporv intend to have on the Handicrafts sector? After agriculture, handicraft is the second largest occupation in India with more than 23 million people in this sector. Every 7-10 years 10% of these artisans leave their jobs looking for better opportunities. If this continues the Indian Handicrafts will be lost in the next few decades. This is when we decided to take this situation head on and create a unique aporv platform. So I quit my day job in 2009 and started work full time on Aporv. We also have a great team working on this. Our varied experience ranges from the Indian craft sector to Information Technology, from Hospitality to Luxury Management and Management Consulting. Our team members also have prior associations with corporations like Bain & Company, Infosys, Trident-Hilton and Oberoi Hotels. We have a wide educational background that covers premier design institution, BITS-Pilani, Stanford, Wharton Business School, INSEAD. Aporv through its business model will have a direct impact on the livelihood generation. Going ahead we also help the artisans with education, healthcare and few other initiatives which will help them in empowering themselves and help Aporv achieve its goal to make each artisan an entrepreneur.

8. What challenges did the Indian Handicrafts industry and the market throw at your business? Challenges were 2 dimensional, artisans at one end and customer who are not used to buying artifacts online. We successfully tackled both. For starters, there are not many players in this space. So we at Aporv had to think through the model, revolutionize the way people think and bring out the issue people faced and tackle them head on. Authenticity and finding products from all over India are just a few of them and we successfully tackled them.

We in India are not used to service in this industry and policies like; returns are new to the Indian market. We are revolutionizing this space through such premium service. We brought to this market the Unique No Question Asked Return Policy. We are confident that you will like our products and if you dont we will be glad to take them back. This is our way of saying Thank You to our appreciators. Secondly, if your mail doesnt get answered in 72 working hours it gets directed to the CEO. This would give you an idea on how serious we are about our service. Convincing our customers about the Social Impact that we are making was challenging, but we have been able to do so with our unique model. Through our mantra on educating our customers, we have been able to achieve it to a large extent, which is clearly visible in the kind of support we are getting from our appreciators across the globe. Next one was Language, on an average any Indian who has traveled a bit speaks 4-5 languages, thats close to 20% of the official Indian languages. Thus communicating with artisans gets a little difficult unless you know their language and this hampers an effective conversation. In this industry, logistics is the key and is the biggest challenge that we faced. Through our business model we have been able to not only overcome it but also provide the cost benefit to the customers.

9. What accomplishments make you proudest of Aporv? We believe in our appreciators and have got great reviews from them on our site, the idea, the products, navigation and above all our service. We consider getting constant and valuable feedback as a great achievement for us in the short time since we launched. That proves the confidence and the value we bring to the corporate and retail segment. To quantify our accomplishments, we got 15,000+ page views the first month we launched. Delivered products to the top IT Company within 2 days of our launch, thus a successful launch for our Corporate Gifting Solutions. This proves the confidence the retail and corporate customers have on us. Thirdly the feedback that we are receiving from our customers keeps us highly motivated.

10. What is your vision cum mantra for the next 2 years? Aporvs mantra is to ensure that correct choices are made. Artisans choice to sell the products at a fair value and your choice to make an educated buy. The next 2 years we plan to concentrate on building partnerships with the artisans/ organizations/NGOs and building the brand. We will also launch in international markets to expand the market linkages for the artisans.

11. What according to you should be a budding entrepreneurs prime focus? One thing for sure that helped me and may help others too is stay true to what you are trying to do. Having a good mentor helps, try to get a mentor who can help you when you stray from the company vision. Lastly if you are interested in Aporv, do get in touch with us, you can mail us at info@aporv.com and join us on facebook: http://www.facebook.com/aporv

APORV Online

Aporv is an interesting startup that brings hand made handicraft online enabling the artisans to sell to a wider audience. An interesting part about Aporv is that the company doesnt decides on the product price and leaves that for artisans themselves to judge. Started by IT professionals, Aporv is an attempt to bring the authentic handicraft to wider audience and the team believes in a bit of story telling in order to sell the product. While one would say whats the big deal about a just another ecommerce play, one needs to understand that this a market where there is a strong demand-supply gap, owing to the distributed nature of the industry.

A. Tell us about your background and prior experience. 10+ years of corporate life with experience in India, US, China, Taiwan and in my last corporate job I was Sales Director with one of the IT companies in US. I am also the Founder of BITS.aid a volunteering arm of my alma mater, BITS Pilani which gave me exposure to the social sector. Having said that Aporv (www.aporv.com) is a culmination of my interest in creativity, social impact and an opportunity to fill a hiatus I see in the Indian Handicrafts sector.

B. What made you start an *off-beat* ecommerce business like this? What was the trigger? As I said earlier, it is a culmination of interest and a business opportunity. There are couple of things that triggered this unique model : Aporv (Aporv means Unique in Sanskrit)

1. Our own search to find Indian Handicrafts which are authentic, unique and has a historic significance. 2. My own interest in creativity and looking for new and unique products. 3. Understanding the need and trying to fill that gap. 4. Lastly and most importantly, making a Social Impact.

After agriculture, handicraft is the second largest occupation in India with more than 23 million people in this sector. Every 7-10 years 10% of these artisans leave their jobs looking for better opportunities. If this continues the Indian Handicrafts will be lost in the next few decades. This is when we decided to take this situation head on and create a unique aporv platform. We are bringing 12 differentiations in the sector with our business model, some are targeted towards the uplift of the Indian Handicraft and some towards our appreciators. We believe in bringing value to our appreciators through various means like,

1. Story rather than the product Our fundamental belief is that given an opportunity we all love to make an educated buy. Thats exactly what we are providing to our appreciators. We bring to our appreciators the story on how the product is made, where it is made and the history of the products which add intrinsic value to the product and provides them the tools to make an educated buy.

2. Authentic products Our own search led to the conclusion that this is one of the most important point to tackle.

3. Unique artifacts from across India Where does one go to find Unique Indian Handicrafts which have historic significance. Our answer is www.aporv.com. We bring to our appreciators artifacts from all over India.

4. Open Evaluation We are trying to revolutionize this sector by opening up the artifacts evaluation by everyone and we call it Open evaluation. Each artifact on our site can be evaluated on 4 parameters Skill/ History/ Aesthetics/ Uniqueness.

5. Premium Service We all would love to get a service that we can think of. Aporv aims to provide you just that. We have a policy if you have an unanswered query for 72 working hrs the mail gets directed to the CEO. Yes, we are that serious with our service.

6. Returns To build consumer confidence we currently have No Questions Asked 7 day return Policy We believe that you should be satisfied with our products else we will be glad to take it back, No questions asked.

C. How do you source inventory? You mentioned that you dont decide pricing- how does this happens? Currently we work with individual artisans, Organizations, NGO and SHGs. Yes, we dont decide on the pricing with individual artisans. One of our aim is to make these individual artisans entrepreneurs. We let them price their product, the product at which they would like to provide it to Aporv. We also follow fair trade policies and partner with organizations which follow the same. Going forward to make a bigger impact we also plan to invest a percentage of our revenue back to this sector.