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CLUSTER DEVELOPMENT PROGRAMME, INDIA
DIAGNOSTIC STUDY
ARTISAN
THE BELL METAL CLUSTER
KONDAGAON (CHHATTISGARH)
BY
BHUPESH TIWARI
Cluster Development Agent
DEVELOPED UNDER
THE TRAINING PROGRAMME FOR THE CLUSTER DEVELOPMENT
AGENTS, ORGANISED BY UNIDO CDP NEW DELHI
&
THE ENTREPRENEURSHIP DEVELOPMENT INSTITUTE OF INDIA
(EDII), AHMEDABAD
YEAR 2002
The views expressed in the Diagnostic Studies are those of the
authors and should not be attributed to UNIDO or to the
institutions they may represent.
KONDAGAON BELL METAL CLUSTER
CONTENTS
NO. TOPIC
PAGE
1 INTRODUCTION
1.1 The National Scenario 1.2 Government Support 1.3 About Bastar Handicrafts 1.4 The Kondagaon Bell Metal Cluster
1
2 THE HISTORICAL PERSPECTIVE
I) Upto 1960 - A Hidden Art II) 1960 To 1970- Receives Recognition At National Level III) 1970 To 1980- Honour Of Artisans IV) 1980-1990- Received International Repute V) 1990-2000- A Time Of Diversification
3
3 THE PRODUCTION DETAILS
3.2 The Process 3.2 Raw Material Requirement Of The Cluster 3.3 The Work Environment 3.4 The Cluster Map
5
4 SKETCH OF OTHER ENTERPRISES & INSTITUTIONS IN THE CLUSTER
4.1 Local Institutions 4.2 Need For An Effective Service Institution
8
KONDAGAON BELL METAL CLUSTER
5 ANALYSIS OF BUSINESS OPERATIONS
• Raw Material • Products And Markets • Main Issues Facing The Cluster
9
6 SWOT ANALYSIS
• Strengths • Weakness • Opportunities • Threats
10
7 VISION FOR THE CLUSTER 10
8 STRATEGIC DIRECTIONS & ACTION PLAN FOR INTERVENTIONS
12
9 ANNEXURE 14
KONDAGAON BELL METAL CLUSTER
1
1. INTRODUCTION
1.1 THE NATIONAL SCENARIO The evidence of the Bell Metal craft have been discovered in the relics of Mohanjodaro and Harappa civilizations, which prove the historical and traditional importance of the industry. Even today it is practiced in several parts of the country like Orissa, Madhya Pradesh, Chhattisgarh, Jharkhand, Bihar and U.P etc. These bell metal artisans are mostly tribal-people. The metal-crafts sector plays a vital role in providing employment to our rural population. In India there are about three million handicraft artisans and most of them are working in metal sector. These metal artisans display inherent creativity and play a significant role in protecting the traditional art and culture of our nation. The following graph shows the state-wise distribution of artisans in India.
STATEWISE DISTRIBUTION OF CRAFTS PERSONS IN INDIA (Figures in ‘000)
0
100
200
300
400
500
Ap
Ass
am
Bih
ar
Guj
rat
Har
yana HP
J &
K
Kar
nata
ka
Ker
al
MP
Mah
.
Man
ipur
Meg
hala
ya
Nag
alan
d
Ori
ssa
Pun
jab
Raj
asth
an
Sik
kim
Tam
ilnad
u
Trip
ura
UP
WB
A &
N
Aru
nach
al P
Cha
ndig
arh
State
Cra
mam
an
KONDAGAON BELL METAL CLUSTER
2
1.2 GOVERNMENT SUPPORT The Indian Government has been giving a lot of support and has designed various measures for the development of handicrafts industry. The following chart provides a brief insight into the various development actions taken by the Government during the different five-year plans for the benefit of this sector.
HANDICRAFTS INDUSTRY AND THE FIVE YEAR PLANS Note: Please refer to Annexure 1 for details on each plan's outlay for Handicraft sector
Enhance opportunities of employment and income from crafts as an economic activity. First Plan
Second Plan Provision of support services for the development of various crafts
Third Plan Specific measures of development were adopted for identified crafts.
Fourth Plan Propagated the service institutions rather than the producer cooperatives
Fifth Plan Thrust on increasing production and exports and to improve the earning & working conditions of craftsmen.
Sixth Plan Training activities given a major impetus.
Seventh Plan Increased involvement of Voluntary Agencies
Eighth Plan Enhance opportunities of employment and income from crafts as an economic activity.
KONDAGAON BELL METAL CLUSTER
3
1.3 ABOUT BASTAR HANDICRAFTS The Bastar district of Chhattisgarh is a prime place in the state for its unique tribal culture and traditions apart from its abundant natural resources. It is located in the extreme southern part of Chhattisgarh adjacent to the states of Orissa, Maharashtra and Andhra Pradesh. The tribal King Pravir Chandra Bhanjadev, who ruled Bastar for decades contributed a great deal for promoting the art and culture of the place. The Bastar district is world-famous for its handicrafts. There are 20-25 thousand artisans in Bastar working in various areas like Terracotta, Iron craft, Bell metal, Wood carving, Bamboo weaving etc. These crafts have a great market potential in India as well as abroad. Many designers and specialists visit the region with a desire to establish themselves in these crafts but due to a lack of proper infrastructure and facilities they fail to stay on for long.
1.4 THE KONDAGAON BELL METAL CLUSTER Kondagaon, a village in Bastar as a Bell Metal Cluster is about 300 years old. It is popular for decorative items like idols of God-Goddesses, and other utility items. Wax and wood which are essentially needed for these Forest Based Metal Crafts, are naturally available in abundance in this area. Technical upgradation, Finances, Testing facilities, Branding, New design development, Proper packaging etc. are the main problems of this trade. Apart from the Kondagaon town Bell Metal artisans also live in other villages like Barkai, Karanpur, Jagdalpur, Dahikonga etc. A village-wise list of number of artisans is given below. No. Name of the Village No. of Artisans Family 1. Bhelwapadar Para- KONDAGAON 100 2. Khorkosa 15 3. Karanpur 12 4. Barkai 8 5. Bhanpuri 4 6. Dahikonga 6 7. Alwahi 20 In India, the commercial trading of this craft (Forest Based Metal Craft) began at Moradabad. At other places, the craft was only fulfilling the needs of the local people.
2. THE HISTORICAL PERSPECTIVE The Bell Metal craft of Bastar is an ancient skill that according to the local artisans is about 500 years old. The craft received patronage from the Royal families, who used to pay the artisans to make idols. However, earlier the art was practiced only by the Gadwa tribals but after 1950 there has been an increase
KONDAGAON BELL METAL CLUSTER
4
in the number of artisans. The actual growth of the cluster began in late 1960s. The following presents a checkered history of the growth of Bell Metal at Kondagaon
(I) UPTO 1960 - A HIDDEN ART: The artisans used to work for the Royal families of Bastar and make tribal idolatry statues. There were very few artisans at that time.
(II) 1960 TO 1970- RECEIVES RECOGNITION AT NATIONAL LEVEL: In 1960 after the Bangla -refugee rehabilitation or the D.N.K. project started, some I.A.S. and I.C.S. officers were posted in the region for administering the settlement activities. With these officers, some famous leaders and media people were also attracted to visit the place. This filtering-in of people from various regions gave an automatic popularity to the Bell Metal craft and soon the sector found space in Newspapers. Even officers who were posted there at that time felt the potential of the craft and tried to develop it further.
(III) 1970 TO 1980- HONOUR OF ARTISANS: In this decade, a few famous artisans of Bastar were given various state and national level awards. Also during this time, many exhibitions of the craft were organised in various cities of India, which made it move towards highly popular.
(IV) 1980-1990- RECEIVED INTERNATIONAL REPUTE: During this period Mr. Jaidev Baghel, one of the bell metal artisans from Kondagaon achieved international popularity. This attracted the attention of traders world-wide towards Kondagaon and as a result the new generation in the village also started taking keen interest in the trade. Many exporters from metro cities, after seeing the potential and glamour in the craft took training for developing the same.
(V) 1990-2000- A TIME OF DIVERSIFICATION: As the Bell Metal products started easily flowing into the external markets, the number of artisans involved in the craft increased and so did the production. Various growth measures like formation of groups of artisans, development of new designs etc were carried through with the help of Government Interventions. But at the same time, there was an increased competition amongst the artisans and it led to unhealthy practices. Because of working capital problems, the artisans who organised themselves in groups and pooled their resources. But those who were dependent on external buyers only, had to face many problems and sometimes they even had to loose their capital.
KONDAGAON BELL METAL CLUSTER
5
3. THE PRODUCTION DETAILS
3.1 THE PROCESS The Dokara art is a major attraction of Bastar. They are prepared by the Ghadawa community and hence it is also known as the Ghadawa art. The Ghadawas are small artisan groups who produce brass or bell metal objects. The name Ghadwa is derived from the world 'Ghalna', which means to melt and as these people prepare the craft items by melting the metal using a lost wax technique, so they are given the name 'Ghadwa'. The raw materials such as wax and metal are purchased from market. The others like clay and fire wood etc. are collected from the nearby forest itself. First the artisans prepare images with a type of clay called 'man-matti', which is collected from river bed or from rice fields. When the image becomes dry, they are coated or plastered with another type of clay called 'rui-matti', which is obtained from an ant hill. This clay is also available in that part of the river where there is water current. The rui matti is mixed with cow dung and sand, and then is applied as a coating on the images to five them a final shape. Then the images are dried in the sun. The next step is to wax them. The wax wires are prepared by pure bees wax. The wires are separated and attached with the clay model from its front to back in a round fashion. The whole of the clay image is covered with the wax wires and then they make several designs with these wires. After the desired designs on the image are completed, it is immediately coated again with clay. This time they use local soil added with sand and goat dung. Sometimes this is done by mixing ant-hill earth with rice husk. At the time of coating, a hole or an opening is generally kept at the base of the image. The metal is then taken in a container named 'machhi'. Generally the metal is brass or bell metal. The container is then covered with a 'ghaili', a clay cup and is put into the furnace for two to three hours. After that the molten metal is poured on to the image through the opening. Then the mould is kept for cooling. And after that water is sprinkled on the image, which makes the clay coat to crack and break. The metal moulds into the shapes and designs made by the wax wires. Thus at last an artistic bell metal or brass object is ready. The image is then scrubbed with sandy clay to give it shine. Sometimes they are even polished with wet tamarind.
KONDAGAON BELL METAL CLUSTER
6
3.2 RAW MATERIAL REQUIREMENT OF THE CLUSTER
Sl_No. Material Quantity (for 1 month)
Rate Amount
1. Bess Wax 200 Kg 120/- Kg. 24,000 2. Brass Metal 2000 Kg. 100/- Kg. 2,00,000 3. Fire wood 20000 Kg. 120/- Kg. 24,000,00
3.3 THE WORK ENVIRONMENT All individuals and group artisans work around their houses or at a common place. A majority of the artisans do not have working sheds or storage facilities.1
3.4 THE CLUSTER MAP The following gives a graphical representation of the cluster actors and the linkages between them.
1 Please refer to Annexure 2 for list of SMEs in Kondagaon Cluster
KONDAGAON BELL METAL CLUSTER
7
KONDAGAON BILL METAL CLUSTER
Finished Product Local Market National Market International Market
Exporters at Mumbai, Nagpur, New Delhi, Bangalore etc.
Govt. Support Institution § DCH § MPHSVN § Zilla Panchyat § DIC Jagdalpur § MPALKP § SCZCC Nagar
Raw Material From forest From Kondagaon
Non Govt. Support Institution § SAATHI § PBSP § Shilpgram § BCDA
Financial Institution § Lead Bank: SBI § SIDBI § NABARD
Chhattisgarh Bell Metal Sub Sector
Kondagaon Cluster
110 artisans
KONDAGAON BELL METAL CLUSTER
8
4. SKETCH OF OTHER ENTERPRISES AND INSTITUTIONS
4.1 LOCAL INSTITUTIONS 1) Saathi Samaj Sevi Sanstha: The organisation is seriously working for the revival of traditional handicrafts since 1989. The main focus of Saathi was to foster development of pottery-making artisans but after 1997 they expanded their focus and included other crafts also as part of their mandate. Saathi is presently working on the following aspects related to handicrafts: § Technology Development § Design Development § Marketing Assistance § Social Support, Awareness Generation
However a lack of funds and a shortage of skilled professionals has been a major hindrance in the works of this organisation. 2) Pramparik Bastar Shilpi Pariwar (PBSP): The PBSP was founded in 1985 and at that time it had a large number of artisans as its members. In the past, the organisation has carried out many developmental activities for the welfare of artisans, but now days it has become almost non functional. It is unable to take responsibilities of the artisans and due to this reason the Bell Metal artisans do not have trust in them. The major problems with PBSP are a lack of Identity and a shortage of professionals. 3) Madhya Pradesh Hast Shilp Vikas Nigam (MPH.SVN) MPH.SVN is working in Bastar since last two decades. Unfortunately being a Government institution, the artisans do not find themselves friendly and comfortable with them. Although it has done some developmental work on Tool design, Marketing, Training etc yet now after division of M.P., the fate of this institute is undecided and the staff members are uncertain about future. 4) Development Commissioner (Handicraft): The Development Commissioner (Handicraft) under the Textile Ministry was started 27 years ago with an exclusive mandate for development of artisans. There are many promotional and development programmes organised by this department but still a lot needs to be done to fully benefit the artisans. There is a lack of awareness amongst the artisans and also a faulty system design wherein the artisans are unable to link themselves with the programmes of this department. A wide geographical area under the Jagdalpur office jurisdiction which becomes unapproachable, a shortage of Manpower and a lack of essential resources, are some of the main problems faced by this department.
KONDAGAON BELL METAL CLUSTER
9
4.2 NEED FOR AN EFFECTIVE SERVICE INSTITUTION Although the Bell Metal crafts have a huge potential both in domestic as well as in the international markets yet no significant work has been done to promote the same. Some serious attention is required to be given for technology development, development of proper tools and machines, quality testing measures, design development and packaging etc in this sector. For this there is an immediate requirement of setting up an effective institution.
5. ANALYSIS OF BUSINESS OPERATION
RAW MATERIAL: The raw materials required for this craft are mainly Brass, Wax and fuel wood. While Brass is purchased from the market, Wax is a bi-product of Honey Bee leaves and fuel wood which are naturally and easily available in the nearby forests.
PRODUCTS AND MARKETS: The main products of the cluster are idols of deities, decorative items, animal figures, utility items, goods for ritual purposes etc. These artisans sell their finished products to showrooms in metropolitan cities, houses and in Government or private exhibitions. The demand for these goods is different according to the markets it's catering to, like as under: 1) Local Market - Religious Purpose, Utility Purpose 2) Exhibition - Direct to users 3) Nation Market - Exporter, Emporiums, Orders
MAIN ISSUES FACING THE CLUSTER: 1. Lack of organisation amongst people and problem of working capital. 2. Although raw materials are easily available but they are a bit expensive. Besides most of the
material is bought from unauthorised dealers and hence it is sold without bill. 3. Advanced Technology, Equipment, Design, Quality Control and Marketing guidance are unheard
of. Lack of such institutions. 4. In terms of price fixation, the local producers do not have bargaining power and it is mostly the
fixed by the bulk buyers who come from various metropolitan cities. 5. Lack of expertise in documentation. 6. Due to inadequate exposure, product diversification is minimal. 7. Lack of market information thus unaware of consumer's changing tastes & preferences. 8. Most of the artisans are fully dependent on Bell Metal Craft and there is no other alternative
employment for their survival.
KONDAGAON BELL METAL CLUSTER
10
9. Very few businesses have been profitable, and those too with effective support. 10. Due to poor repayment rate most of the Banks are not ready for financing. 11. Almost 90% artisans are illiterate and as a result they are not in a position to manage their
businesses efficiently.
6. SWOT ANALYSIS
STRENGTHS
• Traditional and ethnic craft • Skilled artisans • Easy availability of raw
materials • Environmental friendly
WEAKNESSES
• No marketing awareness • Lack of financial sources • Lack of unity and trust • Low product diversification • Lack of advance skills and tools • High dependence on brokers
OPPORTUNITIES
• Huge market potential • Support from Government to
Handicrafts sector • Vast innovation possibilities
THREATS
• Government policy in regard to procurement of raw material from the forest might be discouraging
7. VISION OF THE CLUSTER "Self Sustainable Development of Bell Metal Artisans of Kondagaon through community initiatives."
KONDAGAON BELL METAL CLUSTER
11
8. STRATEGIC DIRECTIONS & ACTION PLAN FOR INTERVENTIONS The major areas to be addressed are social, technological, marketing, design-development, and financing and general welfare. These should be targeted as follows
Period
Activities Areas
Short Term Joint working capital for Raw Material Joint Marketing arrangement
Financial Marketing
Long Term Social Awareness, Technological Upgradation/Design Development Welfare Programs for community
Social Technology & Design Welfare
KONDAGAON BELL METAL CLUSTER
12
ACTION PLAN FOR THE KONDAGAON BELL METAL CLUSTER
SL. No.
Strategy Activity planned Target beneficiaries
Implementing Agency
Sources of funds Estimated budget and man days
1. Trust building among cluster actors
1. Group formation, Awareness camps 2 Visits and Seminars 3 Formal and informal
15 Groups 110 Artisans
SAATHI D.C.(H) 60 Man days
50,000
2. Financial arrangement
1. Visits & Meetings 2 Identification of probable stake holders
Whole cluster SAATHI D.C. (H) SIDBI Local
Banks
3. Skill upgradation
1. Training Programmes on skill upgradation for 6 months 2. Capacity Building through Exposure visits
Whole cluster SAATHI D.C.(H) 45 Man days
4,00,000
4. Design Development
Training Programmes Design Workshop for 30 days
Whole cluster SAATHI D.C.(H) SIDBI
15 Man days
2,00,000
KONDAGAON BELL METAL CLUSTER
13
SL. No.
Strategy Activity planned Target beneficiaries
Implementing Agency
Sources of funds Estimated budget and man days
5. Marketing support programmes
Establish direct linkages by Participating in trade fair, Exporter visits, Organise own Exhibitions
Whole cluster SAATHI D.C.(H) SIDBI
60 man days
8,50,000
6.
Technology upgradation
Pilot interventions of upgradation of tools & process
Cluster SAATHI D.C.(H) SIDBI
60 man days 50,000
7. Capacity building
Inter-cluster visits Cluster SAATHI DC (H) 10 man
days Rs 3000
8. Marketing linkages through I. T
Creation of web site & E-brochures
Cluster SAATHI & Group
DC (H), SIDBI 30 man days
Rs 30000 9. Community
empowerment Branding of product & patent of designs
Cluster SAATHI & Group
DST & DC (H)
60 man days
as per negotiations
10. Infrastructure Development
Establishment of CFC Cluster SAATHI & Group
DC (H) 30 man days
KONDAGAON BELL METAL CLUSTER
14
ANNEXURE 1
DETAILS OF PLAN OUTLAY, EMPLOYMENT AND EXPORTS (PLAN I-PLAN VIII)
Plan Plan Outlay (Rs. in Crores)
Employment generated (Lacs)
Exports (Rs. In Crores)
First 1.00 n.a. 7.60 Second 9.00 n.a. 9.60 Third 8.60 11.35 27.70 Fourth 14.52 14.90 180.70 Firth 29.80 18.90 755.60 Sixth 110. 110.90 27.40 1700.00 Seventh 122.80 122.80 42.15 6400.00 Eight 223.00 77.65 27915.00
PERCENTAGE OF PLAN OUTLAY FOR HANDICRAFTS TO TOTAL OUTLAY
Plan Total Plan Outlay Outlay for Handicraft
% Outlay for Handicrafts
First 1960 1.00 0.05 Second 4672 9.00 0.19 Third 8577 8.60 0.10 Fourth 16160 14.52 0.08 Fifth 40712 29.80 0.07 Sixth 110821 110.90 0.01 Seventh 178570 122.80 0.60 Eight 4341100 223.00 0.51
KONDAGAON BELL METAL CLUSTER
15
ANNEXURE 2 LIST OF SME’S AT KONDAGAON CLUSTER Sr. Name of the Enterprises No. of Investment Type of No. Artisans In Rs. Products 1. Rajendra Baghel, Bastar Kriti 18 80,000 Idols of God 2. Pool Singh Besra, Bastar Aadi Ship 14 80,000 Goddesses, 3. Ratiram Netam/Sukhdas Nag 10 15,000 Decorative Item, 4. Ramsingh Besra 9 50,000 Utility Items, 5. Shyam Sunder 6 20,000 Animal 6. Jaydev Baghel 7 5,00,000 Figures, 7. Praveer Kupatkar 5 60,000 Myraks, 8. Pradeep Sagar 5 30,000 Mask etc. 9. Suner Netam 4 5,000 10. Kapoorchand Netam 5 10,00 11. Bajrang Kuldeep 4 5,000 12. Kushnu Ram 3 5,000 13. Shobha Ram 2 5,000 14. Cham Sing Besra 2 5,000 15. Panchhu Ram Sagar 7 50,000 16. Individual Artisans 10-- Total Enterprises – 15 111 9,20,000