Nagaland bamboo-development-agency pinuel

Organization & Marketing of Bamboo Handicrafts Products Under NBDA, Dimapur

NAGALAND BAMBOO DEVELOPMENT AGENCY

Disclosures under Sec 4 of Right to Information Act 2005

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VisionThe Naga people have survived through the centuries with the diverse and varied

uses of bamboo and its products. From the cutting of the umbilical cord to the

mats that have wrapped the dead for burial, Bamboo has been integral to the life

of the Nagas. It continues to play a predominant role in the life of the people

even today in every walk of life that ranges from agricultural tools and

implements to shelter, food, and livelihood.

Bamboo, the fastest growing and highest yielding renewable natural resource,

and found extensively all over the State, constitute one of the most important

resources of Nagaland which has to be put to use in the present day context for

the benefit, growth and development of the people.

Denudation of forest cover, degradation of environment and fast deteriorating

ecology threatens the very existence of man and animal. The development of the

natural bamboo resources of Nagaland will greatly add to the environment and

the ecological balance of the land consequently having great impact on the

quality of life of the people.

A planned, scientific and holistic approach to the cultivation and

management of bamboos on a sustained basis can be an inexhaustible source

of goods and services and can play a significant role in the development of the

State.

With increasing demand of timber and wood, which is becoming a scare

commodity in the world, bamboos can serve as an alternative to many of the

forest products. Its wide range of uses and its great versatility qualifies it to be a

multiple use alternative to timber which will add greatly to the rural

agricultural economy in general and act as poverty alleviator for the rural poor

in particular. Through the processing of such bamboo goods and products and

incorporating many other economic uses, bamboos can boost the economy of the

State and facilitate the entry of Nagaland into the world economy.

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Objective:

Keeping in view, the ecological significance and vast economic potential of

bamboos in the state, the Nagaland Bamboo Development Agency as

envisaged in the Nagaland Bamboo Policy will aspire to achieve the following

Aims & Objectives:

Protection & conservation of rich bio-diversity associated with bamboo forests

and bamboo growth areas in the state.

Sustainable development and utilization of bamboo resources through scientific

management.

Promotion of bamboo plantation (by Government, Individuals and communities)

as they key thrust area for future economy of the state.

Promotion of bamboo based industries for utilizing the available resources for

generating income.

Revitalization and promotion of local traditional bamboo craft & art with

improved technology & design and value addition for export through

industrialized mode of production.

Promotion of bamboo as an essential wood substitute by increasing bamboo

production and promotion of bamboo based enterprise in the state in order to

reduce pressure on forests.

Promotion of awareness and understanding of bamboo as “Green Gold” among

farmers, traders, industry, and the people in the state with a view to utilizing

its full potential and to galvanize the rural and industrial economy in the state

Effective exploitation of existing mature bamboos before the impending

gregarious flowering.

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Strategy

The Development of Bamboo in Nagaland will be approached in a Mission mode,

which shall have two approaches namely:

a. Development of Bamboo as a Resource

b. Development of Bamboo as an Enterprise

Development of Bamboo as a ResourceStrategy for cultivation and management of bamboo resources in the state shall be

evolved with special focus to the following activities;

Inventorization of the bamboo resources, including identification,

documentation, demarcation, assessing the extent of various types.

Assess scope and potential of bamboo growth and regeneration, both in

Government land and in private/community land.

Evolve scientific management practices for naturally occurring bamboos and

plantation bamboos to improve productivity and harvesting.

Create massive and consistent awareness of the value of bamboo among the

people, especially among major stakeholders.

Evolve suitable policies to deal with gregarious flowering of Bamboo.

Set up appropriate Institutes for research and development of bamboos, both for

regeneration and industrial processing & value addition.

Evolve suitable techniques of multiplication and develop infrastructure for mass

production of planting materials for commercial cultivation.

Introduce desirable speciesof commercial importance for

cultivation in the state.

Establish infrastructure and mechanism for dissemination of bamboo production

technologies to the common man.

Establish network of bamboo setum for different agro-climatic zones for ex-situ

preservation of bamboo germ plasm.

Identify representative natural bamboo occurring areas within and outside

Government land for in-situ preservation.

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Development Bamboo as enterpriseShall evolve policies and action plans that will focus on the following

aspects:

Promote Bamboo based Industries:

Food Products

Medicinal, Chemical Products and Alcohol Beverages

Craft, handicraft and Art Products

Value added products and wood substitutes such as ply, flooring tiles,

shuttering, etc.

Create awareness of the uses and value of Bamboo by imparting Training,

Seminar and Workshop etc.

Promotion of bamboo in structural applications.

Promote and Develop traditional usage of Bamboo.

ActivitiesActivities are focused in promoting bamboo as a resource and enterprise

A. Resource:

(a) Development of Natural Bamboo Forest:

Large tracts of land are covered by clump forming bamboos in the state, Most

of which could not be utilized due to absence of extraction road and the

difficulty in extraction. Promotion of proper management techniques supported

by communication network to accelerate the utilization of these already available

bamboo resources in the state. Identification and resource

mapping,inventorization Of bamboo resources Imparting training on management

practices and harvesting techniques bamboos. Increase area of natural bamboos

through aided natural regeneration in the immediate vicinities of the bamboo

forests.Construction of bamboo extraction roads to improve communication

network to access the existing bamboos for harvesting and transportation.

Efforts are on to protect all varieties of native bamboo species, ecotypes and

preservation of germplasm through the mechanism of bamboo setum, in-situ

and ex-situ preservation.

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Areas with potential for commercial cultivation of bamboo, both within and

outside Government land are identified for development of bamboo plantation

on sustained basis.

All natural bamboos within notified forests/Government acquired lands are

managed as per approved management plan keeping in view sustainable forest

management principles.

(b) Bamboo Plantation Development:Nagaland with 89% of its total geographical area under the ownership of

private individuals and communities offers a unique scope for raising bamboo

plantation. Plantation is promoted on individual landholdings as well as

community lands. The concept of Joint Forest Management, currently promoted

by Government of India for all forestry programmes funded by Central

Government will also be promoted as listed below.

Two bamboo test plots established one each in Pfutsuro and Kohima.

A bamboo Setum/Park being set up at NBRC complex.

7 (seven) central nurseries in public sector and 18 (eighteen) central nurseries in

private sector established each with 50,000 seedlings capacity.

52 Kisan and Mahila nurseries each with a capacity of 5000 seedlings

established.

Two vegetative propagation units set up at Dimapur and Zunheboto

respectively.

2500 hectares bamboo plantation undertaken during 2006.





Target to take up 50,000 hectares by the end of the 12th five year plan.

Management of existing stock taken up in 3242 hectares during 2007.

Management of existing stock taken up in 2500 hectares during 2008.

Conducted training of bamboo farmers on scientific plantation methods,

management and harvesting techniques covering all the villages taking up

bamboo plantations.

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Bamboo enterprise development initiatives so far:

Nagaland Bamboo Resource Centre established (NBRC).

45 nos. of bamboo charcoal production kilns with the capacity to produce 300

Kgs per cycle set up across the State.

Bamboo charcoal production by traditional pit method put in operation.

One bamboo shoot processing and canning unit set up at IGC, Ganeshnagar

through NMBA assistance.

One bamboo charcoal Activated Carbon unit in the pipe line to be set

through Chinese collaboration. MOU signed.

Conducted a Market Oriented Product Development and Marketing

programme for promotion of Cane and Bamboo handicrafts in the State. A

number of products were developed which are presently in the market for

market assessment.

A bamboo shoot vacuum packaging unit and a bamboo primary processing

unit for sticks/slivers/strips being set up at Tuli.

Assisted in setting up one fermented bamboo shoot processing unit at Jalukie

under Peren district.

One 25 kva bamboo gasifier unit set up at Land Resource Research farm at

Razhephema under Dimapur district.

Facilitated participation of Bamboo units and artisans in a number of sales and

exhibition programmes including the Hornbill festival.

Organized artisans and craftsmen into handicraft development SHGs. Three

SHGs in Tuensang, two SHGs in Mokokchung, and one SHG in Phek formed.

Constructed a number of bamboo high end structures as promotional exercise.

Established 43 (forty three) nos of Micro Primary Processing units in the State

through cost sharing assistance from the National Mission on Bamboo

Applications.

Assisted 5 (five) handicraft units under technology intervention programme for

bamboo processing units.

Conducted trainings on

Training on Primary Processing of bamboo shoots,

Training on Bamboo Shoot Pickle Processing,

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Training on Use of Natural Dye in bamboo,

Training on Cane and Bamboo handicraft market oriented product

development,

Training on Bamboo toy making and Bamboo Screen painting

Training on High End Structural applications including a National

Workshop.

Training on bamboo charcoal production techniques.

Training on bamboo furniture design and production.

Bamboo charcoal production activity:

The agency has through the assistance of the National Mission on Bamboo

Application set up 45 nos. of bamboo charcoal kilns each with a capacity to

produce 300 kgs. per cycle. The setting up of the kilns have been

concentrated in Peren and Dimapur districts in view of the ongoing flowering of

bamboos in these districts while three units have been set up at Wokha,

Tuensang and Kiphire districts respectively as pilot demonstrative production

units.

The agency is also actively taking up bamboo charcoal production by the

traditional pit method with particular focus to tap the bamboo existing

resources before it is destroyed by the flowering. So far 148 persons covering 28

villages have been trained in this process of charcoal production.

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Bamboo structural application:

Constructed the Bamboo pavilion at Kisama Naga Heritage village.

Constructed the bamboo café at Kisama Naga Heritage village.

Constructed bamboo Info Park at Kisama heritage village.

Constructed four road side marketing sheds at Khonoma, Khuzama,

Chunlika and Chiechama in Kohima district.

Constructed two community shed and a Gazebo in Phek district.

Constructed four gazebos and one wayside amenity at Dimapur.

Constructed shed at CIH Medziphema.

Constructed a Gazebo at Longleng District.

Constructed 3 nos. of Community shed in Kohima District

Constructed the bamboo structures at NE Agri Expo site.

Experimental structure for treated bamboos at Dimapur

Marketing channels established for bamboo

products from the state so far:Bamboo mats: Bamboo mats produced by Anaki bamboo cluster consisting

of five villages under Mokokchung district is being supplied to Arunachal Ply

Industries Ltd. The cluster is currently supplying 6000 mat per month selling at

a price of Rs 50/- per mat thereby generating monthly revenue of Rs. 3.00 lakhs

for the villages.

Bamboo Incense sticks: marketing tie up has been established with a

Bangalore firm to supply bamboo square and round sticks produced from the

State. Demand for the sticks from the firm is to the tune of 40 tons per month.

1. Bamboo Venetian blinds sticks: Channel established with one weaving unit

at Guwahati and another in Nagaland being set up.

Bamboo charcoal: Current bamboo charcoal installed capacity production is

about 6.5 tons per day from 45 kilns. So far 11.70 tons of Bamboo charcoal

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has been produced from the local traditional pit method of production. Bamboo

charcoal from the State is presently being supplied to SM Smelters of

Arunachal Pradesh in addition to sales in the local market.

Bamboo charcoal briquette: 4 (four) tons per day capacity unit in operation at

NBRC being run by an entrepreneur on training. The products are selling well in

the local market.

Bamboo Shoot Supply: During 2006, 44 tons of bamboo shoots was

arranged from Jalukie bamboo cluster through the VBDCs and supplied to

Nagaland Foods Pvt Ltd. During 2007, 37 tons of bamboo shoot was

arranged through two SHGs and one VBDC from Dimapur and Jaluki and

supplied to Nagaland Foods Pvt Ltd, Ganeshnagar and NFVP, voila colony,

Dimapur. Another bamboo shoot packaging unit was already set up at Tuli.

Bamboo Roads: the Agency had constructed several bamboo road across the

state with community participation. The Agency has constructed 2Kms of

bamboo road in Kohima district and 5 Kms of bamboo road in Peren district 6

km in Mokokchung district 7 km in Dimapur district to facilitate bamboo

extraction and marketing.

8. Bamboo bazaars and retail outlet: The agency with the support of NBM has

established a bamboo bazaar at 4th mile Dimapur and a retail outlet at

Jharnapani under Dimapur District.

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Nagaland Bamboo Resource Centre:Nagaland Bamboo Resource Centre (NBRC) at Dimapur was inaugurated on

31st July 2007 by the Hon’ble Union Minister for DONER, Sports and Youth

Affairs and Panchayati Raj, Shri Mani Shankar Aiyar. The centre has been

conceptualize and established as a centre of excellence for facilitating

technology and information for resource and enterprise developments, creating

awareness on the potentials of bamboo, building the capacity of bamboo

farmers and entrepreneurs, house pilot demonstrative bamboo processing units

for entrepreneurs to train on.

A bamboo central nursery with a capacity to hold 12 lakh seedlings, a vegetative

propagation unit, a bamboo septum, bamboo charcoal production kilns in three

technologies, a bamboo charcoal briquette unit, a bamboo treatment plant, a

bamboo stick, strips and sliver production unit, a bamboo fiber sanitary napkin

unit and a Venetian blinds weaving unit have already been set up at the

centre while a bamboo based 100 kva gasifier unit, a bamboo park, a

museum, a library and a technology park are in the pipe line to be set up.

Three entrepreneurs are presently undergoing training at NBRC in the

following units:

Bamboo stick production unit.

Bamboo charcoal and charcoal briquette unit.

Venetian blinds weaving unit.

The agency is presently on a look out for interested potential entrepreneurs to take

up the training on the Bamboo treatment plant and the Sanitary napkin unit.

4.50 lakh bamboo seedlings were distributed to bamboo farmers from the

central public nursery located at NBRC during 2007. During the same period

1.58 lakh bamboo seedlings were also supplied to Manipur, Andhra Pradesh and

Arunachal Pradesh.

The agency is also constructing an all bamboo material house at NBRC as a Page | 11


demonstrative model house.

Village bamboo development committee revolving

fund:

Under the assistance for bamboo plantation projects, the agency is providing

revolving fund assistance to the Village Bamboo Development Committees. The

concept of the revolving fund assistance and its application has been formulated

in line with the NEPED revolving fund scheme. The revolving fund placed at

the disposal of the VBDCs shall be utilized to provide soft loan assistance to

the bamboo farmers and villagers for taking up income generating activity as a

stop gap arrangement before the bamboo plantations can generate income. The

VBDCs shall manage the fund under the supervision of the agency officials.

Training on the guidelines for management of the fund and book keeping

procedures has been conducted covering all the VBDCs in all the districts. The

funds are in the process of placement with the VBDCs for subsequent

application.

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Organizational structure:

Address of the organization:

Nagaland Bamboo Development Agency Nagaland Bamboo Resource Centre Complex 6th

Mile, Dimapur, Nagaland – 797112 Telefax: 03862-241305

Ph: 03862-240217

03862-282602

Office timing9:00 AM – 4:00 PM

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The procedure followed in the decision making process,

including channels of supervision and accountability.Village Bamboo Development Committees (VBDC): Identification of projects, project locations and beneficiaries and implementation/supervision of the project in consultation with the District Bamboo Development Assistant/Nagaland Bamboo Mission Implementation Team.

District Bamboo Development Assistant:Monitoring and supervision of bamboo development projects in the district under the guidance of Nagaland Bamboo Mission Implementation Team i/c of the district.

Nagaland Bamboo Mission Implementation Team (NBM-IT): Preparation of district project proposals in consultation with the VBDCs, getting necessary approvals and overseeing the implementation of the projects in the districts/State including disbursement of district funds to the VBDCs/beneficiaries.

Team Leader/Mission Director:Administrative approvals of projects/schemes to be implemented in the State. Certification of fund utilizations and audit matters.

Governing Body:Accord of approvals for all policy and administrative guidelines required for administration of the NBDA office, schemes/projects to be implemented by the/under the agency.

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Execution of subsidy programmes including the

amounts allocated and the details of the

beneficiaries of such programmes.

The agency is currently undertaking bamboo resource development under the National

Bamboo Mission programme in the State. In addition the agency is also promoting bamboo

enterprise development in the State through cost sharing assistance from the National

Mission on Bamboo Applications.

Details of assistance and list of beneficiaries is enclosed at Annexure – A (1-12).

All the plantations are taken up through the Village Bamboo Development Committees

(VBDC) of the respective villages. Rs 10,000/- (Rupees Ten Thousand) only per

Hectare is released as assistance against the plantations undertaken.

Particulars of recipients of concessions, permits or

authorization granted by it.

Allotment of working shed at the Technology Park, NBRC:

Ben Bamboo Furniture unit.

Concept Bamboo Toys unit.

Allotment of Pilot Demonstration Units for operation:

Bamboo Treatment Plant – M/S Zynoric firm.

Charcoal Briquette Unit – M/S Sunep Jamir.

Stick Production Unit – M/S Mughato Sumi.

Venetian Blinds Unit – M/S Tribal Weaves.

Bamboo cafeteria at NBRC – Ms Esther Nakhro.

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Details of information available to or held by it

reduced in an electronic form.

Agency web site: www.nagalandbamboomission.org

Particulars of facilities available to citizens for

obtaining information including the working hours

of library or reading room if maintained for public

use.

No such arrangement is in order so far.

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MARKETING OF BAMBOO HANDICRAFT

PRODUCTS IN DIMAPUR, NAGALAND –

TRADER’S PERCEPTION

Study Objectives General objective:

To conduct the existing marketing system of the bamboo handicraft products in Dimapur,

Nagaland state

Specific objective:

a) To study the different marketing strategies adopted by the entrepreneurs.

b) To study the market potential of the bamboo handicraft product in the state.

c) To identify and to understand the critical factors/problems faced by the

traders in marketing of bamboo handicraft product.

Materials and Methods It is a product based empirical research conducted at Dimapur. The researcher has

adopted survey method to elicit the views of the bamboo traders. The study is

based on both primary and secondary data. A pilot study was conducted before

finalizing the interview schedule. The size of the sample is 39. The total

entrepreneur undertaken by the Nagaland Bamboo Development Agency (NBDA)

was only 44 in the state, out of which 39 entrepreneurs were based on Dimapur

District. The survey was carried out in the month of June and July; 2012. Primary

data’s were collected using standard questionnaires-schedules, key informant

interviews and photography. Convenient sampling technique was used to collect the

data from the respondents. Friedman Test and Wilcoxon Signed-Rank Test were

used to identify the major problems faced by the entrepreneurs. Secondary data was

sourced through relevant articles, reports and documents.

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Handicrafts are classified in Two Main Categories:

1. Articles of everyday uses

2. Decorative items

The artisans use different means to express their innovation through the crafts on

metals, textiles, wood & bamboo, ceramic, glass etc.

a) Clay, Metal and Jewelry:

b) Textile based handicrafts:

c) Woods and Bamboo work:

d) Stone crafts:

e) Glass and Ceramic:

Bamboo Based Industries in India Abundant of natural bamboo stock in the country has played an integral part in

our culture for many eras. Bamboo is the backbone to the rural Indian economy in

many ways. Bamboo resources have dropped so much that at present the

resources is limited to few regions in the country. Many years ago, bamboos

were not considered as an economic value and were used mostly by the rural

people. Large areas of bamboo occurred in many part of the country but very few

had a little knowledge about its economic value and were used mostly by the

rural people for making crafts and housing materials. It was then after the

discovery of bamboo as a source of long-fibre by the Forest Research Institute in

Dehradun that started the multiple uses of bamboo in many industrial

application by setting up several paper mills and rayon mills. Two-thirds of the

bamboo in the country is restricted to the North-Eastern Region (NER) while the

remaining one-third is spread across the country. The new revolution of bamboo

can hold the potential of reversing economic growth and expanding bamboo

sector can bring prosperity, profits and sustainable livelihoods especially among

the rural people.

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Demand driven scenarios As per the statistics available from the FAO, approximately 678,000 cubic meters

of round wood logs were imported into India in 1997. The import quantity has

gone up since then. Raw bamboo, semi-processed bamboo poles and other

bamboo handicrafts are imported into India every year. The data on import of

bamboo is shown below.

Figure 1 Composition of Bamboo Industry in India

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Source: Potential of Bamboo Based Industries in India – www.greenflip.com

From the year 2010 to 2015, the growth in the bamboo industry should be starting

to acquire a definite contour. Each of the value-added industries that have been

identified in the figure above would pursue a growth rate based on the demand

for the products. The demand, in turn, would be based on the increased

acceptability of the products in the international and domestic markets. The

demand will be a function of:

1. Increase in the cost of substitute materials such as wood, steel and other

building materials

2. Recognition of the high durability of bamboo-based materials

3. Community appreciation of bamboo as a sustainable livelihood crop and their

increased acceptance of the same

4. Mass usage of bamboo in government projects like housing and roads

5. Acceptance of bamboo as a material for flooring and furniture making as well

as a food item among the higher income groups

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Lookout of Bamboo Handicraft in Nagaland There is a saying that life in Nagaland begins from bamboo and ends with bamboo.

In Nagaland, bamboo is extensively grown and available and richly endowed with

bamboo forest. Its abundance and multiple uses have led bamboo to play a pivotal

role in the socio- economic and cultural life of the people of the state. The

livelihood of significant population of the state is dependent on the handicrafts

made of bamboo. They are extremely useful

and are used for variable purposes such as construction of huts, baskets, fences,

mats and many other useful households’ articles and farm implements. Till date

approximately 1500 commercial applications have been identified.

Bamboos handicrafts are eco-friendly and lighter in weight where it has their own

look of style and elegance. The handicrafts that are made from bamboo tend to

have longer life with minimum maintenance. Strips that come from various types

of bamboo are used to manufacture different utility and decorative items. Bamboos

can make very stylish and strong furniture due to its unique look and flexibility.

The Naga`s are excellent with bamboo in making different types of handicraft and

furniture. People are creative in bamboo both mentally and putting them into

something innovation product and uses. Many villagers in Nagaland use bamboo

as their primary tools such as product ranging from home appliance till

construction. Bamboo and its handicraft has been an integral part of the Naga

community for centuries. It continues to play a dominant role in the life of the

people, its uses ranging from agricultural tools and implements to shelter, food and

livelihood.

Results and Discussions The Benefits of Working with the Nagaland Bamboo Development Agency

Working under NBDA gave them more confident in their business. Not everyone

have the same talent or not everyone is from financially sound background. The

opportunity for being involved and working with the NBDA boosted them with

more support and encouragement. All the entrepreneurs were so content of

themselves that they can make their name in the local as well as domestic market

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through exposure. The NBDA gave them more opportunity and support by

financing them and exposing their business by supporting to participate in trade

fairs and exhibitions like the North East Trade Fair in Guwahati, International trade

fair in New Delhi and the annual Hornbill Festival of Nagaland. Their products

are also presented in exhibition both domestic and international expo such as the

North East Agri Expo in Dimapur and Flanders Expo in Belgium etc. Some

entrepreneur have even visited places like Thailand, China, South Korea, Nepal,

Malaysia, Russia, Bangladesh, Morocco, London and USA for exposure, survey,

training etc.

Number of Products they Deal withMost of the artisans and entrepreneurs have been dealing with more than 10-15

handicraft products. Ten was just a minimum number of products for some

entrepreneur while most of them had a much closed scale in comparison with

product they deal. Dealing with different numerous of product was not a problem

to them rather the more products they introduce in their business, the more scope

they seems to enjoy in the market. When asked if they can easily bring or change

or replace their product in their business, it was the problem for them which they

have been undergoing in their business. Crafting new design of handicraft was

not a problem for them because most of the entrepreneur had tools and

machinery which can craft things easily without manual work. The only

problematic work they faced was designing a new product, person with creative

mind and ideas were more important in this case. Product should be adopted

according to the socio-economic and culture of the people. The entrepreneur

needed to have a good knowledge about the market before they can adopt new

handicraft.

Reason for Being Successful in the Business and How?Bamboo has been used traditionally in over many applications and therefore what

we have known from them is that being engaged in the bamboo business is more

convincing to become successful. Due to its variety of uses both in scientific and

industrial application, it enhances resources for economic development both as a Page | 23


farm produce and as an industry. More interestingly not even a bit of bamboo can

be waste, every layer and every little part of the bamboo is very useful in

generating income. Offering better quality product to their loyal customer was the

major reason behind their successful reputation. Being a very small market and

small business it was difficult for them to go for a reasonable price or discount.

The solution they found where they could satisfy their customers were by offering

quality product. At the same time using different mode of sale such both cash and

credit was difficult to the entire entrepreneur since they could neither produce in

bulk nor could they fulfil the market demand. Very few entrepreneurs has used

credit mode just once or twice specially when the order are placed in bulk and

this seems to be very rare experience to them. More conveniently cash was the

only mode of sale they have adopted while marketing with the bamboo handicraft.

Figure 2 Media advertisement

The above figure shows the traders views for the most effective media for bamboo

product advertisement. 45% chosen print media as the most effective

advertisement for bamboo handicraft where 33% believe that outdoor would be

more effective. 22 % believed on other advertisement.When the entrepreneurs were

asked which media they think would be more effective in advertising their handicraft

product, 45% of them suggested that print media would be more effective

compared to electronic media or outdoor. Others very few have believed in outdoor

like exposing their product in trade expo. Due to the limited opportunity for the Page | 24


entrepreneurs in exposing their handicraft,

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many believed that print media can be the fastest and cheaper way for the

advertisement of bamboo product comparing to participation in trade expo where

they need sufficient time and money.

Problem and Prospects in Dealing with the BambooEvery entrepreneur had a huge potential on expanding and improving bamboo

industry and handicraft. Their positive thought, believe and experience working

with the NBDA, the entrepreneur showed optimistic interest that bamboo

handicraft can be improved by conducting frequent promotional activities such as

adopting innovative and creative ideas to the product, focusing on upgrading of

tools and machinery. Since bamboo is an eco-friendly resources and economically

safe, the future prospects of bamboo industry seems to be very favourable. Not

many of them had a problem in dealing with the bamboo product, while few of

them had a common problem regarding the utilization of bamboo. Though

bamboo plant can be available everywhere in the state, for quality utilization it has

only one season to harvest the plant. It was learned that for the purpose for

making decorative product or show peace, any available bamboo seems to be

more enough to utilized them but in comparison with the quality product like

households goods, furniture and construction. The winter season of November

and December were considered to be the favourable time for harvesting the

bamboo which gives long lasting quality product.

Another major problem faced by the entrepreneur while dealing with the bamboo

was due to its vast variety of species and different size, their application need to be

carefully analysis before proceeding to the production of handicraft. Producing

handicraft with innovative design required different variety and size of bamboo.

People assume that bamboos are cheap and abundant where they consider the

product to be cheap. The problem comes when the processing of crafting and

grading arises. The raw bamboo itself can be cheap but when a particular product

is made, the cost of production increases gradually due to its numerous uses of

tools, grading, processing, labour charges etc. More interestingly there was no

problem in selling bamboo product rather than dealing with the bamboo. There is a

huge potential that bamboo market can grow faster in the next few year due to its

flexible market possibility.

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Nagaland Bamboo Handicraft EmporiumLocal Retailer Customer

TRADERS


Adaptation and Uses of Different Sale Promotional

Strategies with Regard to the New Product They

Introduce in the MarketGiving discount to the customer was the only sale strategy they have adopted in

marketing with the bamboo product in regard to the condition that they are selling

in bulk. As we have already discussed earlier, selling single or fewer products

never constitute giving discount since the production is less and business is small.

Their only commonly used strategy was focusing on better quality. With regard

to the new product they introduce, there was no specific time period for

adopting or introducing in the market. Induction of new product depends on the

market demand and festive season but majority of the entrepreneur had the

minimum introduction of at least one new product in a period of 3 months. In

regard to the promotional strategy they adopt, offering better quality and innovative

product was the main focus on their business. It was learned that sale has

drastically increased by more than 10% to 20% after every successive years.

Exporting Bamboo Handicraft ProductExport of bamboo handicraft was never done directly by the entrepreneur since it

needs strong financial support, bulk production and different variety of items as well

as high recognition in the market. But through the support of the NBDA, many

of the handicrafts have been exhibited abroad for several times.

Channel of Distribution Used by the Bamboo Handicraft Traders in Dimapur

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Channel I = Traders – Nagaland Bamboo Handicraft Emporium – Customer

Here the traders send their handicraft to the Nagaland bamboo handicraft emporium

which is assist by the NBDA located at Nagaland bamboo resource center. In

this channel, the bamboo handicraft emporium plays a vital role with the traders

and customers by displaying and advertising the different handicraft products to the

random visitors and essential buyers. This channel relieves the traders from

burden of selling to the customers. Through this channel, the traders have better

scope in marketing of handicraft because it is initiated by the agency in a way that

their products can be mobilized quickly and promoted easily in the market through

certain advertisements and necessary assistance.

Channel II = Traders – Local Retailer – CustomerThis channel involves only one middleman as retailer. Under this channel, the traders

sell his product in more quantity to the retailers who in turn sell to the ultimate

customers. This channel relieves the handicraft traders from burden of selling the

products himself and at the same time gives him control over the distribution. Once

the products are be made finished, they are been shifted to the retail shop making

the retailer to sell their products and in return paying them commission or the

products are purchased by the retailer in bulk directly from the traders and sell

them in the local market. Another good advantage of this channel is that there is

normally no fixed price, price can be bargain between the trader and customer who

is not possible if the retailer or any middleman is involved.

Channel III = Traders – CustomerThis channel is the simplest and shortest channel in which no middleman is involved

and the traders directly sell their products to the customer. In terms of bamboo

handicraft, the products are been sold on the basis of the order placed by the

customer. The customer sometimes approach the trader directly when their

requirements are quick or in hurry. In this channel the customer directly approach

the traders and sells are been made within the door. During certain occasion like

festivals, conference, party etc. Naga people use handicraft product as a token of

warm welcoming gift and therefore the customer place order in bulk to be used in

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certain occasion.

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Pricing and Promotion of Bamboo Handicraft Product in the State

No pricing method or policy on bamboo handicraft products has been adopted by

the local government or institution so far and therefore, the price of bamboo

handicraft products varies from one trader to another. Every trader has their own

price in their own different products depending on the quality and consumption of

time, labour and money they put.

The trader decides the price of the handicraft according to the different cost of

marketing such as transportation charges, packing and grading of the product,

staffing and communication charges etc. Eventually there is no tax, license fees or

commission and brokerage charges involved in marketing of bamboo handicraft in

the state. The price of a particular handicraft varies from trader to trader because

the fees paid for communication and staffing differ among every entrepreneurs.

In regard to the promotion of bamboo handicraft product, the NBDA plays its

major role where they promote the handicraft in different trade fairs and

exhibitions like the North East Trade Fairs, national Trade Fairs, International

Trade Fairs and the annual Hornbill Festival of Nagaland. The products are also

promoted by allowing artisans to participate in different events and expos.

Special Marketing EffortsWhen asked about if the bamboo handicraft can be sold through internet and

courier, the answers was positive. The entire entrepreneur was aware that the

handicraft can be sold through internet and shipped through courier. Selling

through internet was never done directly by the entrepreneur since none of them

had official web to advertise their business and product. It was learned that since

the entrepreneurs and artisans were engaged or undertaken by the NBDA, it was the

responsible of the NBDA to take further steps in advertising, selling and promoting

their handicraft through their official website.

With regard to the shipment of handicraft through courier, it was very rare though

no damage or total assurance can be given while packing the product. Shipping a

single or fewer numbers of product never encourage the entrepreneur unless and

until the orders are placed in bulk quantity from different market and traders.

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Many of the entrepreneurs have been storing bamboo in their own storage facilities or

entrepreneur market i.e. Nagaland Bamboo Resource Centre (NBRC). The intention

of storing bamboo was not because of expecting price hike rather to make them

more convenient when required. There seems to be not a major problem in the

bamboo price because the price remains stable for a longer period of time which

they need not worry regarding price hike and if do so the price gets hike in a rupee

or two.

Storage of raw and treated bamboo

More interestingly preserving and storing of bamboo did not result in effect of

quality or waste. It is learned that the bamboo they used in making of handicraft

and furniture are received from the NBRC after giving special treatment to the

bamboo. Special treatment given to the bamboo was the main reason behind the

quality handicraft. Bamboo treatment is important because it make them stronger,

longer life with minimum attack by insect and borer.

With the advancement in technology, chemical treatments have been introduced so

as to enhance the durability of bamboo by many folds. Bamboo treatment was

important due to its versatile application from construction of houses, granaries,

tools and implements, handicrafts and so on, however the durability appears to be

less in comparison to timber because bamboo contains high amount of carbon

hydrates thereby it is prone to attacks by termites, borer, insects and fungi, though

bamboo are cut during the season and traditional post-harvest management or

treatment like smoking and dipping under the water is being carried out which is non-

chemical in nature.

It was learned that for handicrafts, boric acid, borax solution is used. This solution

along with the bamboo is heated at a temperature from 600-700 Celsius for about ½ an

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hour.

The mode of transport used by the entrepreneur is mostly road since it is the most

commonly and conveniently used transport while shifting raw bamboo. After the

cultivators harvest the bamboo they are directly shifted to the market or to the NBRC

from where the raw bamboo will be given treatment in a heated temperature. After the

process is done at Resource Centre the bamboo will be distributed among the

entrepreneur where the transportation mode used is only road.

There seem to be no problem in transporting of raw bamboos or handicrafts such as

late dispatches or lack of adequate lorry services.

Problems While Marketing With Bamboo Handicraft ProductsThe entrepreneurs seem to have some common problems among them with regard to

marketing of bamboo handicraft. During the pilot study it was encountered that

different entrepreneur had different problem in particular but when comprising it

there seem to be some common problem which was faced by each and every

NBDA entrepreneur. Some had a problem related to market information, while some

with price fluctuation and market finance. In order to highlight and pinpoint the

major problem faced by them, a part of questionnaire was mainly focused on the

questions related to their problems. To evaluate whether there is a difference in

the problem faced by the handicraft traders the following hypothesis was

formulated and examined.

H1: Lack of market information, inadequate finance and price fluctuation are the

main problem faced by the handicraft traders

HO: There is no significant difference in the problem among the handicraft traders

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NChi-Square dfAsymp. Sig.

3928.2677.000


Analysis of Friedman TestTable 1 Problems Faced by the Handicraft Traders

NPercentiles Mea

n Rank

25th 50th(Median)

75th

Inadequate storage facilities 39 .0000 5.0000 7.0000 5.56Lack of transportation 39 .0000 5.0000 6.0000 5.33Lack of market information 39 .0000 1.0000 2.0000 3.00Price fluctuation 39 .0000 1.0000 3.5000 3.67Absence of grading & processing 39 .0000 1.0000 4.0000 3.78Delay in payment 39 .0000 6.0000 7.0000 5.78Inadequate market finance 39 .0000 1.0000 2.0000 3.11Indebtedness to traders 39 .0000 5.0000 8.0000 5.78Source: Primary data

Table 1 describes the median values of the given problems as 5 (.0 to 7), 5 (0. to 6), 1 (.0 to

2), 1 (.0 to 3.5), 1 (.0 to 4), 6 (.0 to 7), 1 (.0 to 2), 5 (.0 to 8) respectively. Mean rank

indicates Lack of market information, price fluctuation, and absences of grading

& processing and inadequate market finance are the major problems faced by the

entrepreneurs while marketing with the bamboo handicraft product. Where, lack of

market information as the major problem faced followed by the inadequate

marketing finance.

Table 2 Test Statisticsa

The above tables provides the test statistic (χ2) value (chi-square), degree of

freedom (df) and the significance level (Asymp. sig), we can see, from the above

table that there is an overall statistically significant difference between the mean

ranks of the related group.

But the above analysis also shows that there is a statistical difference between

inadequate storage facilities, lack of transportation, and delay in payment,

indebtedness to traders as compared to lack of market information, price

fluctuation, absence of grading & processing and inadequate market finance where

the median rank is 5 (.0 to 7), 5 (.0 to 6), 6 (.0 to 7), 5

(.0 to 8) as compared to 1 (.0 to 2), 1 (.0 to 3), 1 (.0 to 4), 1 (.0 to 2)

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Friedman Test (Without post-hoc tests)There seems to be statistically significant difference in problems of lack of

market information, price fluctuation, absence of grading & processing and

inadequate market finance depending on which type of factors affects the

entrepreneurs, χ2 (2) = 28.267, P =

.000

However, at this stage, we do not know if there are differences somewhere

between the related problems.

Therefore, to examine where the difference actually occur or not, we need

separate Wilcoxon Signed-Rank Tests on the different combination of related

problems. So i compared the following combinations:

1. Lack of market information to price fluctuation

2. Lack of market information to absence of grading and processing

3. Lack of market information to inadequate market finance

4. Price fluctuation to absence of grading and processing

5. Price fluctuation to inadequate market finance

6. Absence of grading and processing to inadequate market finance

Here we need to use a Bonferroni adjustment on the results we get from the

Wilcoxon tests since we are making multiple comparisons. Therefore, in

Bonferroni adjustment we would divide the initial significance level by the

number of tests we are running. In this case we have new significance level of

0.05/6 = 0.0083. This means that if the P value is larger than 0.0083 then we do

not have a statistically different significant result.

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Wilcoxon Signed Ranks Tests.

Table 3 Test Statisticsc

Price fluctuation- Lack

of market

Absence of grading & processing- Lack

of

Inadequate market finance

-Lack

Absence of grading& processing


- Price fluctuation


-Absence of

Z -1.342a -1.518a -.447a -.276a -1.414b -1.342bAsymp.Sig. (2-

.180 .129 .655 .783 .157 .180tailed)

a. Based on negative ranks.

b. Based on positive ranks.

c. Wilcoxon Signed Ranks Test

This table shows the output of the Wilcoxon Signed-Rank Test on each of our

combinations. It is important that since significance values have not been

adjusted, we should manually compare the significance values to the Bonferroni-

adjusted significance level we have calculated. Now we see that none of the P

value is smaller than new calculated significant level i.e. P > 0.0083. Therefore,

none of the four (4) calculated problem was statistically significantly different.

They are pretty much higher than the calculated value.

Reporting the output of Friedman`s Test (with post-hoc tests)There was no statistically significant difference in the problem relating to marketing

of bamboo handicrafts χ2 (2) = 28.267, P = .000. Post-hoc analysis with

Wilcoxon Signed-Rank Tests was conducted with a Bonferroni correction

applied, resulting in a significance level set at P < 0.0083. Median perceived

efforts levels for the problems were 5 (.0 to 7), 5 (.0 to

6), 1 (.0 to 2), 1 (.0 to 3.5), 1 (.0 to 4), 6 (.0 to 7), 1 (.0 to 2), 5 (.0 to 8) respectively.

Therefore, there were no significant differences between the problems (Z = -1.342, P =

.180), (Z = -1.518, P = 129), (Z = -447, P = 655), (Z = -276, P = 783), (Z = -1.414, P = 157),

(Z = -1.342, P = 180).

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Therefore, we reject null hypothesis and conclude that the calculated problems

such as lack of market information, price fluctuation, and absence of grading &

processing and inadequate market finance are the main problems faced by the

NBDA entrepreneur while marketing the bamboo handicraft products. The

artisans in India face many different problems such as rapid changes in

consumer preference and taste, inadequate advantage and publicity,

unremunerated pricing and exploitation by middlemen (Mohapatra and Dash,

2011). This sector provide employment to lakhs of people in the country directly

or indirectly but however due to the numerous problem face the artisans a quick

look of concern and suggestion is required to help artisans improve their quality

life.

Different Source of Funds Used by the Entrepreneur in Setting up the BusinessIt is clearly learned from the given chart that majority of the entrepreneur (56%)

used their own fund while establishing their unit, remaining they took financial

assistance from the NBDA. Interestingly, none of them set up their unit with

borrowed fund.

Figure 3 Source of Finance Used by the Handicraft Traders

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However, with regard to the marketing assistance provided by the bank and local

government to the entrepreneur, it was assumed that trade credit provided by the

bank to the entrepreneurs was not satisfactory or unavailable to some of the

traders. Bank overdraft facilities provided to the traders was also nil which was

quite disappointing but when further studies was conducted it was noted that most

of the entrepreneur did not had an bank account opened in the name of their own

respective business unit. A tax incentive was available among them and this was so

obvious because the state government does not charge tax to any of the individual

irrespective of their income and property.

Market development assistance provided by the banks and financial institution

were also agreeable. It was also learned that some of the entrepreneurs did not

approached for market assistance neither from the bank or financial institution but

when asked if they can rely on them, it was positive. In terms of district industries

centre whether they can encourage banker and traders and SISI facilitates in

marketing of bamboo product, their so far experience and expectation were having

been fulfilled.

Suggestions

1) The product should advertise frequently in any types of media to give

awareness to the interested customer form different region and country.

2) The agency should undertake further more responsibilities in selling and

promotional strategies for bamboo handicraft products.

3) The artisans need to find a way to meet the increased demand of the

customers, giving the fact that most of the products should be handmade

and with very little inputs from machines.

4) Import of bamboo handicraft products should be discouraged by adopting

innovative and quality product at the reasonable price by satisfying the

domestic customer.

5) Bamboo products are economically safe to customer rather than wood products.

6) Frequent training and financial support should be given by the

government to the entrepreneurs for upgrading machinery.

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7) Customer should be aware that bamboo products have more durability

than other woods products.

8) Work culture should be enhancing more among the artisans to improve

marketing of bamboo handicraft products.

9) Banker should also provide trade credit as well as market assistance

to the entrepreneurs.

10) District industry centres should encourage bankers and traders.

11) Local government should also provide capital subsidy to the entrepreneur.

Conclusion

The training and other capacity building programs undertaken by NBDA have

paid off and there has been a remarkable increase in the income of the artisans.

Initially (2007) there were 10 handicraft units participating with NBDA and the

number of unit gradually increased in the next subsequent years with 14

participating units earning handsomely, they now have the capacity to earn more

by hiring more people and increase their production. The artisans customer based

has noticeably increased both locally and nationally. The agency has trained many

of the unemployed youths and they have also established their own handicraft

units which now provide them good incomes. They too are on their way to

acquiring recognition for their products and creativity.

Therefore, government should put more efforts to increase the economic

opportunities from the uses of bamboo as an industrial raw material to raise

more employment opportunities. There are still many challenges that the agency

and artisans are facing. NBDA needs to reach out to more artisans. The artisans

need to find a way to meet the increased demands of the customers, given the fact

that most of the products are handmade and with very little inputs from machines.

There is also a need for continuous quality improvement of the products to cater to

the need of the customers.

However, through the agency`s initiatives a number of artisans have already built

their confidence and increased their income levels. On the other hand, associating

with the artisans has also been an eye opener for the NBDA. It realized how the

agency`s assistance could dramatically change the lives of the artisans and their

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families, giving them access to better livelihood and better future.

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Environment

Nagaland bamboo-development-agency pinuel