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1. INTRODUCTION

Channapatna is a small city in the state of Karnataka. It is about 60 kms from Bangalore, on the Bangalore - Mysore highway. The city

is also known as “Gombegalaooru” which means toy town in English. Channapatnataluk falls in under Ramanagara district.

Channapatna is famous for its wooden lacquer-ware toys which are manufactured in traditional or advanced small scale industries all

around the city. For anyone the place can be challenging because of the heat, not very good lodging and food facilities, travelling is

usually done by sharing autos which can get quite inconvenient but keeping aside all this, the one thing that strikes a chord is the

simplicity of the people.

The making of the wooden toys date back to

the period of Tipu Sultan who was the ruler

of Mysore. He was a great admirer of wooden

toys. He took the initiative to invite artisans

from Persia and train the local artists to earn

the process of making of the wooden toys.

The artisans still follow the traditional

method of making the toys for nearly two

centuries and the artisans are only using ivory

wood for making the toys and very rarely

rosewood and sandalwood are used. But

slowly the artisans have also started to use

other woke teak, pine, rubber and cedar wood. Fig1: Map of channapatna

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As early as 1892, hereditary artists called “Chitragars” were engaged in wood-turnery which is the basis of lacquer ware artistry.

Bavasmia, a local artist, is known as the originator in Channapatna and nearby areas. He went to study lacquer ware in the north-

western state of Punjab. After a period of experimentation, he introduced study of the craft at the Industrial Channapatna. The machine

lathe was introduced in Punjab for making rifles and that‟s how Bavasmia also mechanized the craft through the power lathe. Though

Bavasmia introduced lac-turnery to encourage the craftsmen, their response was hesitant, and so admission was opened to students of

other castes and religions. Even today, the majority of Channapatna craftspeople belong to the Muslim and scheduled caste

communities.

The lacquered Channapatna wooden toys are known for their

highly fashionable appeal which is made with bright and vivid

colors. The finishing of the wooden toys is very smooth and

generally it is not dangerous by any means. The toys are very eco-

friendly in nature. A distinct traditional craft technique is used in

the making of the Channapatna toys by lacquering the ivory

wood. It is noted for its high permanence and durability. These

toys have a high demand in the local market where they are sent to

wholesalers, small and big suppliers and retailers at highly

attractive prices. The other special feature which add up to the

merit of these wooden toys are that they are made with the ivory

wood which is specially meant for export. The lacquer colors

which are used in the making of the toys are prepared from natural

shellac. The ivory wood is present in abundance in the Fig2: Bead Making

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geographical area and it does not weigh heavy. They are closely grained and easy to work with.Channapatna and toys go hand in hand.

The names are taken together so often that either seems incomplete without the other. This craft is rooted in the place and has been

going on over the generations. You walk the roads and all you see is a brightly coloured palate laid out for you. The lacquer ware

industry began as a household craft that catered to the local tourist market of Karnataka. Many artisans sold their wares on the

roadside at Channapatna and in the last twenty years, the industry has grown rapidly. It now exists as small and medium scale

enterprises, serving a large export market. Due to the phenomenal growth and market forces from abroad, the nature of employment,

the demands on artisans and the character of the artisans has changed dramatically.

The craft is the lifestyle of the people there. The kids have

grown up seeing their fathers and mothers devoting their

lives over these beautifully crafted toys, and wish to do the

same. Though there has been a change in the outlook of the

people there. The parents want their kids to study and do

other work rather than getting in the same field. According to

them, they have spent enough effort in the field and want

their wards to continue with something different instead of

carrying it forward. The craft has been rich in its authenticity

and is respected over the place. Though it is found in

abundance at Channapatna, the people haven‟t lost their

share of respect towards the craft as it has been means of

food, clothing and shelter for them. Fig3: Channapatna Toy

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The craft has uplifted women and provided women employment, which helps them gain the dignity among people rather than being

just house wives, which are not looked after. Due to better employment of men and women, their children can attend schools and

dream of places beyond Channapatna rather than shutting their doors for the world that has so much to give. A 200-year old legacy

however found itself on shaky ground when the markets were flooded with „Made in China‟ products; low cost Chinese toys and

plastic playthings soon replaced these native toys. Livelihoods were threatened, but thankfully not for long. The government and

NGOs were able to rein in the damage and transformed Channapatna‟s state of affairs. Decades back, toys were very famous in the

country, but that was of course before the Chinese took control of the market. The local produce was pushed away; it‟s only in the last

3-4 years that the market is looking up again. Due to this issue there has been a change in the thought process and the outlook of the

people who belong there. There was a time when they had given up on the craft and now NGO‟s and the government is trying to keep

it alive.

Geographically, Channapatna is located at 12.65°N 77.22°E. It has an average elevation of 739 metres (2424 ft). Total length of roads

is 108.20 km. Total water supply is 70.50 (LPCD). In summer the temperature is 32 °C. In winter it is 19 °C.

1.1. Artisans of Channapatna

The majority of the people in Channapatna are Muslims and a very small section of Hindu population. The prime languages spoken

are Kannada and Urdu. Major occupations of the people in the area are engagement in wooden lathe turned toys, twisting of raw silk,

coconut, mango harvesting, animal husbandry and farming.

There are 32 Panchayatas and 45 villages in Channapatna. It has a population of about 1,98,239 (census 2011) and constitutes of about

46,849 families. The city has 245 government primary schools, 23 higher secondary government schools and 8 post university

government colleges. It has 1 government hospital, 14 primary health centres and 8 private nursing homes. The water for this town

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comes from atributary of the Shimshariver and there is a check dam called Kanva dam on it too. Most of the artisans are working in

the unorganized sector, making toys, key chains, seat covers by themselves and selling them to retailers or whole-sellers. Some of

them work with organized players like Maya Organic, Shilpa Trust, Oody‟s, Varnam.

The people in the town are into their religious and cultural ceremonies and as soon as any event comes up, they are in the celebratory

mood.

The lacquer craft of Channapatna has been trickled down to generations and the artisans are very hard working and very involved in

the craft. However, the people in Channapatna have started de-associating themselves in the craft to work in other sectors and move to

cities like Bangalore. The craft does not pay as well as some other occupations like construction that the artisans can rather engage in.

There are certain organisations that have involved themselves in protecting the craft and thus are training people to keep the craft

alive.

The society in Channapatna is pretty much conservative and thus women artisans are generally not allowed to work after marriage.

Organisations like Maya organic are trying to work against this social barrier and employ as many woman artisans as possible.

If you visit a factory in Channapatna, you can see the artisans working with utmost devotion and attention, each doing and re-doing

the task they have been assigned to. They are hardworking and you can see commitment in their eyes.

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1.2. RAW MATERIALS USED

Wood

The wood used in Channapatna craft is Halemara wood scientifically known as Wrightia tinctoria. It is a soft ivory wood. Hale wood

is close grained, moderately hard and is best suited for turning and lac application. The wood does not require any chemical treatment.

Also when worked upon the wood does not chip and break. The residue of the wood is like powder.

It is found on village wastelands and in the forests in several parts of Karnataka. The wood used by the artisans comes from both

forest and non-forest land surrounding Channapatna. This wood is also used as firewood by the local people. Usually the entire tree is

not felled and the trees grow back.

Lac

Lac or Shellac is a natural resin secreted by a microscopic tiny insect, popularly known as Laccifer lacca. Lac or scale insects live on

particular variety of trees that grow in India. The secretion which forms a thin crust on the bark of the tree is scraped off and processed

to obtain lac. Lac is an organic non-toxic finish and can be used in food as well as non-food products. It has a tenacious adhesive

quality sticking to anything from porous wood to glossy smooth surfaces. Lac has been used in a variety of ways for several thousands

of years in India.

Lac is a solid substance with a low melting point and can be used as a surface finish by frictional application. It can also be dissolved

in spirit and can be sprayed or brushed. Products made using lac are referred to as lacware products.

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Leaves

Channapatna artisans use Talegiri (Pandanus odoratissimus) leaves also known as screw pine. This Palm like evergreen tree has

bunches of long thick leaves and can be either densely branched or have a clear bole of up to 6m in height. It is found on the coast and

along banks of rivers, canals, fields and ponds, the screw pine often has aerial roots. The leaf is an important accessory in lacquerware

production. It is used for polishing; it imparts a translucence to the finish. The leaves are taken and dried completely. There is no

treatment done to the leaves. After drying the leaves become brownish green in color. The leaves exist in long thin strips.

Colors

Natural dyes are colors extracted from naturally available sources. The source of these dyes can be plants/ trees, animals or minerals.

The following dyes are used:

• Yellow

This color is acquired from turmeric powder. Turmeric plant is native to Southern Asia and is extensively cultivated all over India.

The root of the plant is dried and powdered to obtain turmeric powder. Turmeric powder is widely used as food coloring agent and is

well known for its medicinal and herbal properties.

• Bluish Black/ Bluish Green

It is done with Indigo powder. Indigo is about a 2-3 feet long plant, cultivated on thousands of acres of land across India. The whole

plant is used for extraction of dye. The extract form of dye is supplied in powder form. Indigo is a time honored dye and was used

since ancient times in the Indian subcontinent. Lac mixed with indigo powder when applied on wood gives a bluish black/ bluish

green color.

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• Orange

This color is obtained by Kanchi Kum Kum powder. It is traditionally obtained by mixing turmeric powder with lime which turns

yellow turmeric powder into red color. The name kanchi kum kum derives its roots from kanchi, a famous temple town in Southern

India, where they continue to produce this kum kum in the traditional method using natural ingredients. Kum Kum is mixed with Lac

and applied on wood to get a bright orange color.

• Red

It is obtained by Manjishta (Natural Alzarin) and Kanchi Kum Kum. Manjishta is also known as Indian Madder, is a creeper that is

cultivated in the foot hills of the Himalayas as in huge quantities. The red colored roots of these plants are dried and powdered to get

the dye stuff. Alizarin is the substance in the roots that create the color. This powder is mixed with Kanchi Kum Kum to get the

desired red color.

• Green

Indigo powder and turmeric powder is used to obtain green color.

• Light Brown

This color is obtained from Catechu (Katha). Catechu is purified extract of wood Accacia catechu. The plant of Accecia catechu is

about 15m high. This dye is mixed with lac and applied on wood to get light to medium brown colors.

• Dark Brown

This is obtained from Ratanjyoth tree. This dye is made from the bark of Ratanjyoth (Jatropha). Lac mixed with this dye gives a dark

brown color when applied on wood.

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Alternative Materials

There were some other materials that were used other than the conventional raw materials as well. These materials were

• Wax

• Poster paints and Varnish

• Teak wood

Wax was being used by very few units. Wax was being used to finish the wood in place of lac. This was the design requirement for

one of the agents. The wax didn‟t give the wood a very glossy finish but it gave the wood a nice matte finish instead. The cost of the

wax was lesser than lac.

Poster paints were being used to make design on bangles and other toys. The articles were painted first and then varnished. But in

some cases the object was painted and then coated with colorless lac. The use of poster paints was quite popular. The paints and

varnish were locally available in the market and are not very expensive as well.

In some cases, in place of the conventional hale wood, teak wood was being used. The use of teak was quite popular in manufacturing

beads. The teak was not coated with lac in most cases. The teak wood is more grainy but cheaper than hale wood. The teak wood was

also easily available, as compared to Halemara wood. It was usually given to the workers by the agent as teak was also used on

customer demand.

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1.3. STP of Channapatna

1.3.1. SEGMENTATION

• Demographic

The Channapatna toys are generally targeted towards an age group 0-7 years of age. However, now, Channapatna crafts have diverged

their operations and target customers within the age group of 35 years and above. Most of these products are generally purchased by

women. Amongst the customers abroad, US and Europe and Japan are the major customers.

• Psychographic

The customers are generally people who are mostly into handmade products and have an affinity towards buying something, which is

unusual and different, and do not mind paying a little extra for products that are environmentally sound. Also this group of customers

generally stands up for a social cause and are willing to buy products only help in reviving the craft while providing a livelihood for

the artisans.

• Behavioral

The major customers of the Channapatna crafts are those who can easily differentiate between handmade and Chinese machine made

products. They also have an idea about how sustainable products are and the quality of the products made. These customers have a fair

idea about the Channapatna crafts.

1.3.2. TARGETING

The target group was initially children within the age group of 0-7 years of age. However with new products coming up the target

group range has increased to 35-60 years of age.

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1.3.3. POSITIONING

The Channapatna craftwork is positioned as an age old craft of the Karnataka region that has its roots back in the days of Tipu Sultan.

Channapatna crafts has positioned itself as the craftwork with unique lacquer ware and lathe turning meant for people who are willing

to spend more for the heritage it holds.

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1.4. SWOT OF CHANNAPATNA CRAFTS

STRENGTHS

Government Approved

Natural materials used in the making of

toys and other products.

Historical source

Registered as geographical indicator

WEAKNESSES

Inadequate employees.

Insufficient Power Resources

Lack of raw materials sourcing

Individual craftsmen or entrepreneurs

find it difficult to source raw materials

and sell the products.

OPPORTUNITIES

Scope of international recognition

Source of employment for various

craftsmen in the crafts market both

nationally and internationally.

Rising awareness about the harmful

effects of plastic products.

THREATS

Lack of encouragement of crafts work

Even though Channapatna toys are a

geographical indication they are being

mimicked, especially by the Chinese.

And Chinese products being cheap sell

more in the market.

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2. RESEARCH OBJECTIVE

To study and map the existing Channapatna cluster and find gaps in the value chain.

3. RESEARCH METHODOLOGY

3.1. Preliminary Research

Discussion with the project mentor for the cluster and NIFT officials.

3.2. Exploratory Research

Desk research including study of articles, documents and information on the market of handcrafted products and

Channapatna crafts for better understanding of the cluster

3.3. Conclusive Research

3.3.1. Primary Research

Interviews with the artisans in the cluster, and officials of organizations like MAYA, Varnam, Oodees, FullofToys,

etc. Inferences and conclusions drawn after conversation with different people related to the craft and cluster.

Market surveys and field visits to places in and around the cluster.

3.3.2. Secondary Research

This includes study of the reports available in the library and information collected through the internet, brochures

and catalogues.

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4. VALUE CHAIN MAPPING

4.1. Primary Activities

Inbound Logistics

Operations

Outbound Logistics

Marketing and Sales

Service

4.2. Support Activities

Firm Infrastructure

Human resource Management

Procurement

Technology Development.

Fig4: Value Chain Model

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4.1.1. INBOUND LOGISTICS

Raw Material: Storage and Transportation

Wood

The wood mainly used in this craft is hale or scientifically known as

Wrightiatinctoria, The wood does not require any chemical treatment. Also when

worked upon the wood does not not chip and break. The residue of the wood is

like powder.

One drawback of this wood it that as it is very soft it tends to crack easily during

seasoning because of which large pieces cannot be worked upon this wood.

When wood comes freshly cut from the mills it has high water content. Wet wood

cannot be used to make products and hence the water has to be dried out. As wood

has the tendency to absorb water the wood has to be dried in dry places. It is

essential to make sure the wood is properly seasoned because non uniform swelling

of the wood may cause the wood to crack. The process of drying the wood naturally

or artificially is known as seasoning of wood and this is the primary preparation

done before the wood is used. A lead time of 6-8 weeks is required for the wood to

be prepared and sanchas to be cut in the right sizes.

The wood is stored in chambers. The seasoned wood needs to be kept in a place

Fig5: Wood Warehouse of Maya Organic

Fig6: Seasoned Wood

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with unsaturated air and no humidity as wood has a tendency to absorb water and swell up. This swelling causes cracking of the wood.

The wood is stored in piles and the wood is kept in a hatched pattern, so that the air circulation is maintained.

The wood is easily available as it grows in most areas in Karnataka. The wood is locally sourced from nearby areas on demand. The

wood is transported by roadway means in trucks. There are usually problems transporting this wood because of overweight and often

due to the color of the wood it is mistaken to be sandal wood, which happens to be illegal to cut.

Lac

Lac is a natural resin obtained from the lac beetle. The lac is scraped off the tree barks were the bugs secrete the resin. It is obtained in

the form of flakes then all of it is melted together and sold. The impurities are removed from lac. The lesser the impurities in the lac

obtained the better the quality of lac. The lac is heated first over fire with the help of

two sticks. The sticks are used to suspend the lac over the fire heat. In almost no

time the lac becomes semi solid. Then once the lac is melted enough the natural dye

is added to the lac.

Lac is stored in the form of sticks. The hot colored lac is rolled and cut into sticks.

These sticks are stored. The lac can be damaged by water but not by humidity. Also

the sun may cause the lac to lose its color so it should not be stored in sunlight. Lac

is imported from places like Maharashtra, Orissa, Uttar Pradesh and West Bengal.

Lac used to be locally available but now it is imported. The lac is becoming very

difficult to import. Lac is no longer available locally and so it has become very

expensive and the artisans have to pay for the material and for its transportation.

Fig7: Lac Mixing and Color Making

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Leaves

Screw pine leaves or locally knows as Talegiri are sourced locally as well. They are easily available as the tree grows in plenty all

over the state and close by areas.

The leaves of the screw pine like any other palm-like evergreen tree has bunch of long thick leaves and grows densely in branches.

These leaves are soaked in water till they become soft. Then leaves are taken and dried completely. There is no treatment done to the

leaves. After drying the leaves become brownish green in color. The

leaves exist in long thin strips.

Other Raw Materials

There were some other materials that were used apart from the main

raw materials such as, wax, poster paints and varnish. Wax is used to

finish the wood in place of lac. The wax doesn‟t give the wood a very

glossy finish but it gave the wood a nice matte finish instead. The cost

of the wax is lesser than lac.

The paints and varnish are locally available in the market and are not

very expensive as well.

In some cases in place of the conventional hale wood, teak wood is being used. The use of teak is quite popular in manufacturing

beads. It is more grainy but cheaper than hale wood. The teak wood was also easily available, as compared to halemara wood. Often

Fig8: Channapatna Toy Painitng

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recycled wood or Antique wood is also used. Other small raw materials like springs and wires are locally available and are sourced

from hardware stores.

PROBLEMS FACED

Storage of wood should only be done in places with no humidity and

ventilation as wood can absorb moisture causing it to swell and crack.

Wood can crack easily making it difficult to work on bigger pieces.

Lac is expensive to import for local artisans.

Often hale wood is mistaken for sandal wood due to its light colour

causing transportation problems as Sandal wood is illegal to cut.

Overloading problems due to weight of wood.

Irregular delivery schedules because wood is only supplied based on

demand.

Lac has to be stored away from sunlight to avoid fading of colour.

SUGGESTIONS

Proper planning for ordering should be done after calculation of demand and manufacturing time.

Raw material in stock should be stored in places with the right temperature and moisture control to prevent wastage of wood

from cracking or fungus

For transporting permits should be taken so that there is no stopping of trucks for checking or overloading. This will streamline

the inbound logistics and prevent shipment delays

Lac has to be imported from other states, finding a local source will be beneficial.

Fig9: Halemara Wood

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4.1.2. OPERATIONS

MAKING OF THE PRODUCT

More than 6,000 people in Channapatna working in 254 home

manufacturing units and 50 small factories are engaged in the making of

these toys. The Karnataka Handicrafts Development Corporation

(KHDC) provides assistance with marketing efforts.

The manufacturing stages involve procuring the wood, seasoning and

cutting it to the desired shapes, pruning and carving the toys, applying the

colors and finally, polishing the finished product. Vegetable dyes are

used in the coloring process to ensure that the toys and the dolls are safe

for the use by children.

For nearly two centuries, ivory-wood was the main wood used in making

these toys, though rosewood and sandalwood were also occasionally used.

The craft has diversified overtime, in addition to the traditional ivory-

wood, other woods including rubber; sycamore, cedar, pine and teak are

now used as well.

At the very early stage the making of the toys involved lacquering the

wood of the WRIGHTIA TINCTORIA tree, colloquially called AALE

Fig11: Women Artisans Working

Fig10: Artisans Working

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MARA or the ivory-wood. The process used by the artisans called lacquering starts with the procurement of raw material, which is

available from the local wood supplier. Then based on the size of the planks the wood is seasoned for at least 2-3 months. Though the

government of Karnataka provides the artisans with seasoned wood the manufacturers still prefer buying it from the local market

season it under their roof for it is cost effective. The wood goes through the lacware process where small pieces are mounted on lathe

machine and with the help of different types of chisel the wood is shaped in spherical circular or oval shapes as per the required design

once the desired shape is achieved they are rubbed with sand paper so that it is smoothened further. The artisans press the lacquer stick

against the wooded piece while it is still on lathe and due to the heat produced by friction lacquer gets applied on wood. The gleam

and shine of the product is achieved by applying lacquer and then uniformly spread with the aid of a dried palm leaf on the surface.

Geometrical instruments like the vernier caliper and the divider is used

frequently to measure the size and maintain the accuracy. At this stage

the product is removed from the lathe and in case of two different parts

they are assembled together and then followed with embellishment,

which involves other decorative adorning on the surface of the toys. The

natural vegetable colors used are yellow from turmeric. The color blue,

black indigo and orange are derived from kanchikum powder. We get

red from natural alizarin and kumkum powder. Green is derived from

indigo and turmeric. Light brown from katha and dark brown is derived

from ratanjyot.

Fig12: Turned Wood Craft

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PRE-PREPARATION

To prepare the product a number of things have to be done before hand. These include seasoning the wood. The wood which is

locally know as hale-mara has to be seasoned for at least 3 to 4 months before it is workable. For this the wood is kept in a room

which is well ventilated for the stipulated time. The wood is never sun dried because direct heat of the sun cracks up the wood.

The screwpine leaf locally known as Telegari has natural oils in it and which is required for getting the sheen on Channapatna prod-

ucts (for which they are famous worldwide). This leaf also has to be dried as it cannot be used in its natural state. The lac used for

Channaptana products has to be mixed with colours (natural dyes from various sources) before it can be applied onto the products.

PROCESS

First the wood is cut to the approximate required size using a small hand

held tool called bacchii. The pieces are usually 20cms or less.

This piece of wood now has to be fixed onto the lathe. Hale mara being a

soft wood can be easily fixed on the jaws of a lathe by hitting the wood

from the working side (opposite side) using the handle of any tool which is

being used for shaping the wood. Sometimes a mallet can be used too. The

artisans have the overhead belt drivers that are driven by a small motor and

one end of the belt drive converts the vertical motion into horizontal circular

motion.

After the wood is fixed on the lathe machine it has to be made circular in cross section for this a tool called matulay (a square

headed chisel) is used. A movable vice is moved as per the design and requirement of the artisan. The tool is rested on the vice

Fig13: Artisans at Work in the Factory

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and moved in a direction which is perpendicular to the circular motion of the wood which results in perfect circular cross

section of the wooden piece. After this if the designrequires a hole in the centre, it is made hollow from the centre. In some

factories artisans can themselves make the wooden pieces circular while other factories buy already circular and sometimes

even hollow wooden logs from nearby mills.

Using the marking tool known as bayer-gay the outside diameter of the

piece to be made is marked. The diameter of the piece is checked too with a

round compass.

Using quli (round headed chisel) and mutulay(square headed chisel) the

wooden pieces are shaped. This task requires a skilful hand and a lot of

practice to make hundreds of similar pieces.

Before proceeding onto lac application the piece is filed slightly using a

sand paper to get a smooth finish.

Then a screwpine leaf is rubbed on the surface of the piece. After the surface is slightly oiled the coloured lac is rubbed on it.

The heat generated by this frictional force melts the lac and forms a thin layer of lac on the surface of the wood. Now to make

the piece shiny the leaf is rubbed hard against the surface of the wood and makes the lac uniform on the surface. This gives the

piece its shine and colour.

To detach the piece the square headed tool matulayis used to cut the piece from the rest of the wood.

Fig 14: Wood Turning Process

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The piece is off the lathe and can be sent for painting, assembling, etc.

The pieces can be stuck to each other with fevicol, or can be assembled using yarn or similar materials. Any other material if

has to be added like cloth etc can be added now according to the design. Painting also is done now.

This completes the total making process of a Channapatna product.

SEQUENCE OF STEPS

Cutting of wood into small required sizes

Mounting the wood piece onto the lathe

Making the circular in cross section

Shaping the wood

Filing

Application of lac

Removal of the piece from the lathe machine

Finishing processes ie painting, assembling, sticking etc

Fig15: Coloring Process

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TIME DEVOTION

DIFFERENT

PROCESSES

TIME TAKEN BY EACH STEP

1.Fix wood on the lathe 3 Seconds

2. Shaping 1 Minute 50 Seconds

3. Finishing with sand

paper

5 Seconds

4. Lac application 2 Minutes

BILL OF MATERIAL

Unorganized Sector: Key Chain

# Part Description Quantity Unit Cost Total Cost

1 Small Bead Beads for the limbs 4 1 rupee 4

2 Large Bead Beads for head and body 6 2 rupee 12

3 Bead Cap Bead for the cap 1 2 rupee 2

4 Cord To assemble the beads 20 cms 2 rupee 0.4

5 KeyChain Key chain ring 1 3 rupee 3

Product Cost 21.4

Fig16: Channapatna Toy

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ORGANIZED SECTOR: CANDLE STAND – MAYA ORGANICS

QUALITY CHECKS

Testing for Channapatna Toys is not very complicated as it does not include tests for plastics, mercury, metal, etc as none of these

materials are used during manufacturing. Care is taken to not use any sharp edges so that the toys are safe for children. Tests are only

done on the dyes in case natural dyes are not being used.

Quality assurance is done by self-evaluation and a document is prepared which is sent to the buyers by the organisations themselves.

Checking is always done on random as there are a lot of small parts to check and checking each part is time consuming. There are

regulators who monitor the manufacturing process and are supposed to come for regular checks but they are no strict procedures for it.

Chocking tests are done for small parts, when making toys for children. This is done with the cylinder test where small objects are

passed through the cylinder to see if they are safe enough. The width of this cylinder is similar to the width of the throat of a child.

# Part Description Quantity Unit Cost Total Cost

1 Top Candle top 1 4 rupee 4

2 Bottom Candle bottom 1 4 rupee 4

3 Connecting

Bead

Middle assembly bead 1 3 rupee 3

Product Cost 15

Fig17: Toy Design with Technicalities

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This is to make sure that small parts cannot be swallowed by children and are not hazardous. Velcro is used in push-pull toys to

prevent tangles and knots. In case of a tangle, the Velcro can be opened and the child and toy freed.

FINISHING AND PACKAGING

Finishing

Once the products are off the lathe there is usually some amount of painting and finishing to be done on them. These include-

Making small features on the toys or products like the eyes,

mouth or such other essential features which complete the

product. These were traditionally made with vegetable dyes but

recently such small details can be added using a permanent

marker.

Sometimes small motifs or paintings can be done on the product

to increase its aesthetical value. For example the family dolls or

bangles are painted so as to increase their value. Again earlier

these were done with vegetable dyes but now they have switched

to acrylic or poster paints.

Some companies which require keeping a quality check on their

Fig18: Polishing Room of Katerpiller

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products still use only vegetable dyes but other small scale factories use easier available and cheaper mediums to paint their

products.

Sometimes instead of applying lac on the product varnish is applied on to it.

ASSEMBLING

Usually toys have more than one part in it hence they have to be assembled together

before they are sent for packaging.

The assembly of the toy varies from toy to toy. Some toys can be attached with only

strings or yarns. Some toys may need some sticking, which is done with Fevicol. If

the design demands cloth, it may also be attached with the toy. In key-chains for

example the ring has to be attached before the product can be moved to packing.

Hence the design and the product itself decides the amount of assembly which it

requires.

Usually all factories, big or small have an assembly unit separate from the

manufacturing units.

Fig19: Packaging of Maya Organic

Fig20: Storage Facility of Maya Organic

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PACKAGING

Now that the product is finished and assembled it is time for its packaging. Packaging depends upon various factors such as- if the

products has to be exported to international markets, if the product has to be sold in the domestic market, if the product has to be sold

in the local market. These factors govern how the products will be packaged.

For International Markets

Products sold in international markets have to follow packaging norms for that

country. For example if the product has to be exported to Europe it has to follow

EU standards/ norms.

These include:

The information with which consumers have complete knowledge of contents and

composition of the products.

Hence packaging of such products are done in the following manner: A releasing

sheet is wrapped around the product. It is a kind of butter paper on which nothing

sticks. This is done because sometimes due to high temperature the lac which is

applied tends to stick to the packaging. To tackle that problem this sheet is used.

Then an insert box is fixed around the product so that the toy does not move during its journey.

Fig21: Lacquerware Wood turned Craft

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The whole product is then covered with an outside sleeve which is a kind of outer cover which has information such as, the bar code,

instructions on how to use or play with it, certification, some motif or design.

For domestic markets

As Channapatna toys are made of wood, which are unbreakable (except under adverse conditions) they are packed in transparent

polythene covers so that the lac does not stick to the other pieces due to the heat.

But the toy may be kept in a cardboard box if it is manufactured from a big unit or if the client buying the toy demands for emphasis

on packaging.

For local markets

Locally, Channapatna toys can be seen sold loose in shops and emporiums. It

is also been directly sold by artisan while carrying out work for any

organisation and firm.

PROBLEMS FACED

Wood has to be seasoned and cut in the right sizes.

Safety standards are not maintained.

Colour mixing should be done properly to avoid wrong colours

Quality Checks are not strict

Productivity is low in unorganized sectors.

Artisans need to be trained and often leave after training

Wastage is high because of unskilled labour Fig22: Channapatna Turning Top

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SUGGESTIONS

Assignment of work based on skill level.

Safety equipment such as gloves, masks etc should be provided

Proper quality check procedures should be made

Assembly lines can be planned for small to medium scale industries to improve productivity.

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4.1.3. OUTBOUND LOGISTICS

Unorganized Sector

Pieces are produced on daily bases and sold to the local buyers. The local artisans work as per the requirement of the products. Pieces

are made depending on the type of product

Eg – key chain -100 pieces can be made in a day

For transport of the finished products, the buyers themselves come and collect the products from them. Due to non-availability of a

proper logistic system the unorganized sector is not able to make enough money for their living. There is no storage facility as such.

All these factors reduce the chance of the industry to grow.

Organized Sector

Maya Organics

Storage: Maya organics had a specific room which is used for storing of their products before delivery. They also maintain a

certain amount of stock at all times for their ever famous products such as Kabi (Cat), Tuktuk etc.

Transportation: They have their own vehicle, which is used for delivering of products within Bangalore.

Retail/Export: After full payment of the order from retailers like Fabindia and Mother Earth, the product parcel is dispatched

through indian speed post or relied courier service. The cost of transportation is charged at the beginning from the buyers.

Incase of export, usually the buyers prefer air lifting and they also pay for product transport in advance. In comparison to the

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unorganized sector, they do not need to worry about how they will reach to the end consumer their focus remains at only

creating awareness as rest is taken care of.

E-commerce: Maya Organics has its own website and deals through amazon, flipkart and various other online retailers. For

their own website and amazon they send the couriers to the customer themselves. For flipkart and others the product is picked

by the companies from them and further they provide it to the end consumers. As told by the manager, amazon turns out to be

more beneficial as they can make more profit margins due to self delivery.

PROBLEMS FACED

No storage facility for unorganized sector.

No set supply chain of their products

Incapable of reaching larger geographical areas due to bad distribution channels

Incase of export/shipment, if packaging not properly done it causes colour fading and the wood gets cracks and fungus.

SUGGESTIONS

Proper packaging precautions must be taken

Fixing a proper supply chain for unorganized sector that can help the industry to prosper and bring more access to the products.

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4.1.4. MARKETING AND SALES

UNORGANIZED SECTOR

The unorganized sector mainly involves artisans working on daily

basis or for wholesalers depending on demand. These artisans craft

products with bare hands. They do not have machines to help them.

The products are mostly crafted using patris. As these artisans work

on daily basis they do not follow a set pattern. They make what is

required and as per order. Therefore, the unorganized sector does

not follow any marketing or sales activities.

The products handcrafted by the artisans are bought to the wholesaler in a packet or a bag made out of cloth. All the products are just

dumped into one bag. The wholesaler stacks these products in his shop. These products are else sold to small cart sellers or local

shops.

The stacking of products in the shop is also done in a haphazard manner. There is no particular order in which the products are kept.

There is no proper record of what comes in and what goes out. Some products are covered by a transparent plastic bag. Some products

are just kept in cartons. The wholesalers shop in generally overstocked with products often leaving very less room for new products.

When the new products come in they are just dumped in some place in the shop. These shops often stock different varieties of

products, the products are not specific to the Channapatna craft.

Fig23: Unorganised Market at Channapatna

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PROBLEMS FACED

Products get Damaged – The way the products are stacked, there is no packaging on the

product. The way they are brought to the market and sold. In all these processes the

products get damaged. Often these damaged products are sold off to small vendors like cart

owners.

No Clear Indication of Product – There is no marking on the product or any signage inside

the shop to mention what the product is about. There is no naming of the product. It is not

even mentioned what the product is made of. All these above mentioned points can confuse

a buyer. The shopkeepers do not have a specific place to keep toys from Channapatna.

Products are not Utility Based – The products made in the unorganized sector are not made

for the purpose of utility. These products are made for selling purpose. Most of these

products are toys for little kids or small items made out of beads. The products can be used

for gifting purpose but not used as utility products for the consumer.

Fig 24: A hand painted product

wrapped in a thin plastic bag.

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SUGGESTIONS

The unorganized sector should concentrate on packaging the products properly so that there is less damage. They can use

plastic or even old paper to package the products.

The unorganized sector can make utility products like candle stands, pen stands etc. These products require basic skills and can

be produced on daily basis.

The wholesalers should keep Channapatna craft products on one side of the shop for consumers ease.

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ORGANIZED SECTOR

The organized sector does not have a lot of players in the market that sell products

specially crafted at Channapatna. Every player has a USP. Mostly the organized sector

sells its products through Trade Shows or Art Exhibitions. We have picked up three

major organizations in this sector and will understand their marketing and sales

strategies.

VARNAM

Varnam is an organization that changed the way people look at Channapatna craft as a

whole. The founder is said to have revolutionized the whole craft and made it modern,

unique and adaptable to current day scenario while keeping it aesthetically sound.

Varnam is a new player in the market and uses its social media effectively to market its

products. They make good use of sites like Facebook and Instagram. The brand also

offers promotional coupons. The also make colorful informational posters.

The packaging of the products is different and unique. Paper bags are used for small items

and jewelry. Cardboard boxes are used for bigger items like toys and kitchen products.

The outside of the packaging is kept simple with a few vector images depicting what the

brand is all about. Simple yet unique.

Fig25: Informational Poster by Varnam.

Fig 26: Packaging of Varnam.

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The brand name is mentioned on the package along with other details about the product. The safety mark is also printed on the

package. Old newspaper is used on the inside to keep the product in place.

The brand Varnam has a distinct packaging that sets it apart from the other brands. The brand also sells its products under different

names that are similar to the India culture or heritage. For example – The KuruvisX‟mas bells. Kuruvi in Kannada means sparrow.

The brand is here to make its name like any other corporate brand. To do so the

brand carefully markets itself across various age groups and members of

different communities. The brand has been able to establish itself in a very short

span of time and has its own niche market. In the process of building up,

Varnam has won many laurels for itself as a brand.

Price – Rs.300 to Rs.5,000.

Fig 27: Kuruvis series by Varnam along with the

cardboard boxes.

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OODEES (Jufaro Craft private limited)

Oodees toys and décor are handcrafted and marketed by Jufaro Craft private

limited. Oodes is a brand that makes toys for children. These toys are mostly

exported to various countries. Australia and USA are the main export

markets. These are simple toys or home décor used on daily basis. Oodes also

sells its products at the Bengaluru International Airport.

Most of Channapatna toys that are exported are not packaged properly and

this is where Oodees takes an advantage.

As there are very few manufacturers who can really spend money on

marketing and packaging of the product, Oodees made sure that their

products were packaged properly in order to reduce damages. Oodees

spent an extra 20% on marketing and packaging so that it‟s able to set

itself apart from competitors.

The packaging has the picture of the product outside. It is a cardboard

packaging which has red and white as a base color. The packaging was

designed by a toy designer. The packaging mentions the importance of

Fig28: Oodees toys displayed at the Bangalore

Airport.

Fig 29: Packaging for home décor.

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the product being handcrafted and a product made by women artisans.

Last year, from October 30 to November 9 Channapatna toys were marketed at the Bengaluru airport. The toys that were given free on

a bill of more than Rs.300 were provided by Oodees. In such ways Oodees is able to make its name in the market as well as do its bit

in reviving an age old craft.

Oodees also put up promotional banners at the Airport to raise

awareness about Channapatna toys.

Fig 30: Packaging of Oodees toys.

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MAYA ORGANIC

Maya Organic is one of the oldest players in the market. A non-profit company helps in

the development of artisans, workers and entrepreneurs.

Maya organic has a very simple packaging. It is a cardboard packaging with details on

it. Maya sells its products on e-commerce websites like Amazon and Flipkart. Maya

also has a strong presence on e-commerce websites. They are also present on social

media.

Maya does not follow any marketing for domestic market. They have a store called MO

a short form of Maya Organics in J P Nagar, Bangalore where they sell their products.

They do not have any promotional activities. What sets Maya Organic apart from its

competitors is the Fair trade certificate.

Price – Rs.30 to Rs.1,425.

Fig 31: Packaging of Maya Organic

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Fig 32: Fair Trade sign on packaging

of Maya Organic.

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SOCIAL MEDIA PRESENCE OF THE THREE BRANDS

Fig 33: Maya Organic Facebook Page.

Fig 34: Oodees Facebook Page

Fig 35: Varnam Facebook Page

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SUGGESTIONS

The organized sector must concentrate on awareness of these products. Social media is a powerful tool and if used wisely there

can be much needed awareness about Channapatna crafts.

The companies need to market themselves more in the domestic market. There is lack of awareness about Channaptna toys in

the domestic market.

Promotional offers should be done from time to time so that the products stay in the customers mind.

The uniqueness of the products, the eco-friendly and handcrafted aspect should be focused on while marketing of the product.

Maya Organic can innovate its packaging and make it more attractive. They should market themselves more, as at the current

moment they do not market at all. They should also use their social media handle more often to communicate to customers.

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4.1.5. SERVICE

It is often that we attend trade fairs and exhibitions but how often do we remember the artisan who is there to sell his product?

Very rarely do we recognize the artisan.

It is important that one remembers your brand, identifies it. A brand should have a remarkable first impression so that the

customer himself returns.

Channapatna Craft needs to create such a lasting impression on its consumers that they themselves return to buy more. They

should be able to create an image for themselves in the mind of the consumer so that the consumer goes and talks about them.

The products must be made with utmost honesty. The products should be innovative and utility based. The aesthetic value of

the product should not be lost and the eco-friendly aspect of it should be highlighted while promoting the product.

If the consumer is able to remember the craft, the craft itself will make a name for itself.

SUGGESTIONS

The unorganized sector should concentrate on packaging the products properly so that there is less damage. They can use

plastic or even old paper to package the products.

The organized sector must concentrate on awareness of these products. Social media is a powerful tool and if used wisely there

can be much needed awareness about channapatna crafts.

The companies need to market themselves more in the domestic market. There is lack of awareness about Channaptna toys in

the domestic market.

Promotional offers should be done from time to time so that the products stay in the customers mind.

The uniqueness of the products and the eco-friendly and handcrafted aspect should be focused on while marketing of the

product.

Maya Organic can innovate its packaging and make it more attractive.

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4.2.1. FIRM INFRASTRUCTURE

In the cluster of Channapatna, the major issue is that there are only a few organized players of the craft which include Varnam, Maya

Organic, Oode‟s, Shilpa Trust and a few others. But most of the craftsmen are working in the unorganized market and thus they do not

have enough resources to make the craft more desirable for the audience. They generally work at their homes and there is no fixed

production schedule and structure that they follow. They often do not have proper equipment to undertake the production process. The

houses of these artisans are often not big enough to undertake all the required operations of lacquerware and wood turned products.

PROBLEMS FACED

Because of the lack of infrastructure, most of these artisans cannot lay hands on necessary equipments to produce different

products. For eg: The equipments available with the urorganized artisans can generally produce a particular size of wood

turned beads

There is no proper storage facility as a result of which there is a lot

of risk of damage of the products which leads to added expenses for

the artisans.

There is no fixed demand for the product and hence the income is

highly variable.

SUGGESTIONS

The Channapatna crafts park has opened avenues for artisans to work and

improve their talent in the Channapatna crafts. But unluckily, these do not

have the adequate machines required for the toy making craft.

Fig 36: Wood Turned Craft

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These unorganized artisans could organize themselves into a group and rent out a space together or a common facility centre where

they could carry on their operations and also find suitable storage facilities. Each artisan could be provided with an area of around 100

sq feet where they could carry on their operations. If not a production facility, there could be a storage facility provided.

To go about it, each individual artisan could be convinced to register themselves with the governing body (for the storage or

production facility). Each of these registered artisans could be then allotted a space of 100 sq feet each for storage and production.

This could be undertaken by a group of artisans or self-help group and the finances for these could be accumulated from State

government bodies and charity.

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4.2.2. HUMAN RESOURCES

The major problem in Channapatna right now is that a lot of the artisans have left this trade for better alternatives. Also there is a lack

of skilled artisans. A lot of women artisans leave the trade after their marriage and they are the ones who have a really fine hand. More

than half of the people who deal in this craft are continuously worried about this pressing issue and there seems to be no possible way

for them to reduce the risk of skilled artisans leaving the craft. The reason behind this is that the craft does not pay much. And besides

the demand for the Channapatna crafts is unpredictable thus acting as a constant vulnerability for the people engaged in this trade.

PROBLEMS FACED

Managing the artisans and their skill

Trying to improvise on the designs

Social acceptance of women workers are marriage

SUGGESTIONS

The major problem is skilled artisans leaving the craft. This is because of the lesser money that the craft pays. For this to be not a

problem, the Varnam model could be adopted. What Varnam does is, it works with different groups of people in cluster and allocates

work to each of these groups based on the skill of the artisans in each. Each group receives payment for its work as per its own terms

and conditions with Varnam. Certain groups receive full advanced payment, certain groups receive payment after the work is

completed while certain other groups receive payments in installments.

Also, to encourage the skilled female artisans to not leave work, certain fringe benefits can be allowed to them. These benefits could

include free meals for the female worker and her kid. Also there can be a special quota for women with children who go to school.

They could be made to work in shifts of 4-5 hours each day instead of 8 hours of shift. This makes it easier for them to handle

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household chores along with the job. Also, the government could provide certain subsidies to artisans involved in the craft so as to

keep the craft alive. These subsidies could involve free ration for household consumption.

WORK SPACE ERGONOMICS

Work space ergonomics is very important in all working environments and it is very evidently identifiable and similar for the same

work space. According to the International Ergonomics Association: Ergonomics (or human factors) is the scientific discipline

concerned with the understanding of interactions among humans and other elements of a system, and the profession that applies

theory, principles, data and methods to design in order to optimize human well-being and overall system performance.

Ergonomics caters to the comfort and wellbeing of the workers in the work space. Our visit to Channapatna made us aware of two

different types of workspaces. Though the output was the same, the difference was due to the machines, product sizes and the manual

and mechanized aspect.

The first kind of work space is where the artisans worked on machine lathes. There are multiple machines on a continuous table

powered by one big lathe, and all the artisans would sit on either side of the table and work on their toys. The rooms were usually

longer in length and almost all different places had similar width of rooms. The tables were mostly of a height of 35 inches with

appropriate stool height. The difference between the height of the stool and table was approximately 8.5-9 inches. The stools mostly

had square seats so that they could be kept either ways and the seats were flat. Some artisan even used cushions on the seats for

comfort due to long hours of work. These measurements were followed by all, not only because it was a standard decided but because

looking at it over time, these measurements were apt and proved comfortable work spaces. The average distance between two

consecutive lathes was 28 inches. The diameter of the lathe was 2.5 inches and that for the wheel that run along the centre line was 10

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inches. The width of the table was approximately 45 inches that provided enough space for the artisans to work, keep the lac sticks

and place the manufactured products.

There were horizontal polls on both the stools and tables so that the artisans can rest their foot and this posture helped the artisans to

attain more efficiency. There was enough space left between the artisans and the wall, so that anyone could walk around without

disturbing or being disturbed.

The second work space that we visited was of artisans working on hand lathes. These lathes are completely manual, where both hands

and a foot were used for the balancing and production of small beads. These lathes were placed at a height of 3 inches from the floor

and the artisan sat on a stool of the same height as the lathe on the floor. There was a bow with the rope attached to it, which was used

for moving the product to and fro. For an easy movement a pit was dug in the ground so that the process would not be hindered by the

floor. There was a stick across the machine which was used to support the foot, so that proper balance of the body could be

maintained. The artisans would usually sit in the open and do the process of bead making using the hand lathes.

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SELF-HELP GROUPS

A Self-help Group (SHG) is a village-based financial intermediary usually composed of 10–20 locals. The main motive of any Self-

help Group is to make an individual self sufficient economically. They do it by organizing themselves into small groups of people who

can help each other. Members make small regular savings contributions over a few months until there is enough capital in the group to

lend to other members who are in need of money. Funds may then be lent back to the members or to others in the village for any

purpose.

Self-help groups serves various purposes including developing

leadership abilities among poor people, increasing school enrolments,

improving nutrition and the use of birth control and women

empowerment. The concept of a SHG is to co-exist by helping each

other. Besides, financing through SHGs there is a reduction in

transaction costs for both lenders and borrowers.

SYED Self-help Group: SYED self-help group was founded in 2007. It

was a step to organise and benefit the owners of small scale industries of

SYEDWADI in Channapatna. Syed self-help group was next to the

Jama Masjid in Syedwadi. It presently has 14 members. All members

are owners of small scale industries and employ a few workers under them.

The members each month contribute from Rs 50-200 as a part of their savings. When a member requires money he borrows it from the

group and promises to pay back the amount with a small interest rate which is not mandatory to pay. This interest rate is smaller than

Fig 37: Artisans at work

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the interest rate at which they may borrow from the bank. Also some banks may be unwilling to lend money to them hence being a

part of the SHG they can borrow money from it.

Stone Workers Co-Operation Self-help Group: This self-help group has 12 members. All the members of this self-help group are own-

ers of small stone finishing and polishing industries. They employed a few artisans under them. The aim of this SHG also was to make

the people self-sufficient economically.

Maya Organic

Maya Organic is a Karnataka based organisation, which was initiated in 1989. Maya Organic is currently working with the lacware

handicraft workers of Channapatna to build a sustainable fair-trade enterprise. It

encourages women employment. Maya Organic works with communities across

slums in all of Bangalore‟s rural areas. All the members of the worker-owned

enterprises are self-employed and shareholders of the enterprise; therefore they

are entitled to the profits and benefits generated through the work executed.

Katerpillar

Katerpillar is an organization which works similar to Maya organics. This

organization ensures the jobs of the local artisans. Katerpillar encourage new

designs and also promote new crafts. They have also segregated their unit into

lathe workers, assembly workers and painter. Katerpillar ensures that the income

earned even for low skilled members does not go beyond the minimum wage

prescribed. Fig 38: Assembly Unit of Maya Organic

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4.2.3. PROCUREMENT

In the present scenario of Channapatna crafts, the raw materials are procured from local vendors mostly. The wood is procured from

local people who are farmers and local suppliers.

In the organized sector, artisans get the lac and color stick from those organizations only who procured natural dyes either from

organic shops or from different states and make color sticks in their own production units.

Procurement of machinery is also done by local vendors of the area. However, it is easy for organized sector to get the machinery.

Like Maya organic and Shilpa Trust have their own production unit and help from government for machinery. Shilpa Trust has its

production unit inside Channapatna Crafts Park, a government entity, hence allowing them to use the machinery and plants there.

While the unorganized sector do not have such facility, if they are working individually. They have small machines or just one

machine with which they are able to make small beads and assemble them into a car seat or earrings etc.

PROBLEMS FACED

The organized sector does not really face procurement problems as such. However, their exporters in the market asked them to procure

wood form the certified forest which is one major problem faced by them.

Like, buyers from Europe ask Maya Organic to procure the wood for the assignment from the forest which is under government to

assure quality and durability. This problem can create Maya Organic to invest more money into the business.

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The unorganized sector faces lots of problems in procuring these raw materials. They had to procure wood from forest for which they

had to pay taxes which they can‟t afford. Their daily earnings do not allow them to pay taxes which they are paying to sustain. Their

earnings from the product give them no profit in the end and they end up procuring raw materials from their earnings.

SUGGESTIONS

The unorganized sector should work for small cluster units so that they get enough profit for their hard work.

The artisans in the unorganized sector are not regular with the work if they work with cluster. Hence, they should be regular as

well as consistent.

The government should have provisions for individual artisans which provide them ease to procure raw materials with less tax

so that they get enough profit and recognition for their work.

The cluster units should encourage women artisans also to get better results. Like Varnam ensure that most of their artisans are

women hence giving them enough sustainability options.

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4.2.4. TECHNOLOGY

Tools and Machines

Local names, size and material of tools:

• Square headed chisel: Matu-lay (type 1- 6-8” blade and

4”handle, type 2- blade4-5” and handle-4”)

• Round headed chisel: Quli(type1- 6-8” blade and

4”handle, type2- blade4-5” and handle-4”)

• Marking tool: Bayer-gay (type1- 6-8” blade and

4”handle, type 2- blade4-5” and handle-4”)

• Bow for hand lathe: Bil-col (2.5 feet)

• Hand lathe: Patri(length-2.5 feet , breath- 1.2-2 feet)

• Jaw of hand lathe: Muday(3-4 inches)

• Vice/tool rest for hand lathe: Dubbay (3 feet)

• Stool for hand lathe: Kal-madey(height 3” length18”

breath 8”)

• Clamp: Chandrika(6-7”)

• Chisel: Bacchii( handle-8” blade-6”)

Material

• Wooden handles

• Steel blades Fig 39: Craft Making Tools

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New tools and machines:

The Lathe

A wood turning lathe rotates a piece of wood mounted between two fixed points. The wood is shaped by tools held against the rotating

wood and finished with sand paper. While commercial wood turning lathes are available, wood turning has been practiced from at

least the 6th century BC and possibly for several hundred years.

It is imprecise because no one knows exactly on what date any of them first came into existence. It should also be noted that the earlier

lathes were not made obsolete as soon as a new type came into existence.

The Bow Lathe

The bow lathe is very similar to the strap lathe but the motive power is supplied by a bow. The string of the bow is wrapped around

the work piece and a reciprocating motion is created by moving the bow backwards and forwards. Whereas the strap lathe requires

two people to work it, the bow lathe requires only one. The drawback is that less power is available and the turner has only one hand

to control the tool. In some cases the turner uses his foot to help steady the tool. Due to these deficiencies only small work is done on

the bow lathe.

The artisans working on bow lathes in Neelsandra. All workers in that locality were working on the bow lathe. The artisans worked on

the lathe with the help of their hands and feet. One hand was used to make the lathe rotate with the help of the bow and the other hand

was used to hold the tool and one foot was used to take support from, while shaping the object.

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Motor Lathe

During the Industrial Revolution, wood lathes began to become mechanized. Turning power was produced by water wheels or steam

engines and was transferred to the lathe using line shafts. This advance technology allowed much faster and simpler carving.

Beginning at the end of the 19th century, electric motors began replacing mechanical power generation and line shafting.

On the motor lathe the belt was attached to

the motor the pole on the top. The motor

caused the belt to rotate and when the belt

was attached to the shaft of the lathe, the

lathe rotated. One end of the lathe had the

place to fit the wood and on the other end

there was a fan made out of plastic bottle to

provide the workers with air.

After the motor lathe more advance lathes

were introduced. These lathes did not need

any man power. The design had to be fed

into the computer then the lathe imitated

the pattern. These kinds of machines can

produce upto 400-500 number of objects in

an hour or two. The production rate is very

high in these machines and can perform

complicated designs in no time. Such

machinery was in the Craft Park. Fig 40: Artisans working on Motor Lathe

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High Tech Crafts Park At Thagachagere

This park was established by the Government of Karnataka at the behest of the EPCH, to rejuvenate the lacquer ware craft and provide

training & research as well as development of facilities related to crafts made from natural fiber. Spread over 14 acres, the park has a

CFSC for woodcrafts and a CFSC for natural fiber.

Member-exporters of the Council have been allotted plots within the

park for building their individual work sheds. The project has been

funded under the ASIDES programme of the Ministry of Commerce,

Government of India. The office of the Development Commissioner

(Handicrafts) is funding the machinery for the CFSC for woodcraft. A

special purpose vehicle comprising of representatives of the

Government of Karnataka, office of the DC (H), EPCH and the

members-allotted in the park, is being envisaged to manage and

administer the Park.

Artisans who cannot afford expensive equipment, tools etc are allowed to use the park‟s equipment. The Park aims to help preserve,

nurture and grow their skills by providing them with employment opportunities. This has been done through the provision of

infrastructure and manufacturing facilities to exporters engaged in the production of wood craft lacquer ware and natural fiberproducts

synonymous with the region. The infrastructure and facilities of the Park are also available to Architects, Designers and Companies

for crafting and manufacturing of wooden products and laquerware.

Fig 41: Common Facility centre at Craftspark

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Machines available at the Crafts Park

Auto copy shaper inner: the maximum limit is 75mm

Auto copy shaper outer: the maximum limit is 28”x3”/700mm

Auto wood lathe: it can perform 3 tasks at a time - cutting, finishing, and drilling. The maximum cutting thickness is 3”.

Stapling machine: used normally for 45˚ photo frames. It is pneumatic driven and its maximum stapling thickness is 50mm.

Mitre cut off machine: maximum cutting thickness is 65 mm pneumatic as well as power driven.

Straight line ripsaw: maximum cutting height is 75 mm, conveyor belt driven, gives good shiny finishing.

Sliding table panel saw: can cut at an angle of 45˚ to 135˚ tilt, speed is 10,000 rpm, manual, rough finish.

Auto twin table tenoner: can create straight, cylindrical, tilt, T-tenon, dovetail tenons, in 1 hour 100 piece can be done.

Auto twin table slot mortiser: power as well as pneumatic driven.

Pneumatic router: manual, pneumatic as well power driven.

Spindle shaper: for edge shaping.

Open type belt sander: for rough finish, maximum sanding thickness 150mm, can be used for 80˚ to 120˚.

Horizontal oscillating sander for small pieces: for straight pieces.

Double shaft sponge sander

Horizontal drum sander

Dust collector

At conventional level artisans use hand lathes to make the toys but on bigger scale production mechanized lathes are used. In work-

sheds, a single motor is used to run the 8 small lathe machines. These motors run on electricity and have conveyer belt connected to

one end, which runs the other small lathe machines. These machines are customized by the craftsmen and can be dismantled and

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assembled anywhere. To stop the lathe the belt is manually removed from the main line and the lathe gets switched off, without

affecting the other lathes.

Highly advanced machines at Crafts Park provide the artisans with the good finishing, quality job and in lesser time. Crafts park helps

the artisans to produce the crafts in cheaper rate than the market or in other places or workshops in Channapatna. As a result, the poor

artisan can increase their production rate and enjoy the profits of the crafts.

There was no need to rotate the wood man-

ually in a motor lathe, only the tool had to be

handled manually to give the shape to the

wood. Due to this the artisans could produce

more number of objects per day and bigger

products could be made on the motor lathe as

making big products on the bow lathe was a

limitation. As technology prospered better

machinery was invented. The motor lathe was

replaced by electrically operated lathes and

they could produce up to 400 turnings in one

hour.

Fig 42: Machines at Common Facility centre, Craftspark

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TOOL MAINTENANCE

In mechanical lathe machine, artisans do oiling in electric motor barring and oscillating rod barring from time to time to maintain the

flow, and if it gets jammed then they dismantle the parts as the lathe they are using is easy to dismantle and assemble it again. They

also remove the dust particles. The tools which the artisans use are usually bought from the junk yards. They buy the old blunt tools

and fix them and reuse the tools. Another option that they have is to rent the tools from nearby hardware stores where the artisans get a

tool kit for rent at the price of Rs 90 per month. This rate is fixed by the government. This is how the artisans get new tools at a low

price. Also the lathes that they set up in their workshops are easy to set. So they purchase a motor from the junkyard or use the auto

motors and set up the lathe.

The continuous use of lathe tools makes them blunt after a period of time, so in bigger workshop artisans have electric grinders to

sharpen the tools while in small workshops, where hand lathes are used, they rub the tools

against the stone to achieve the sharpness. Artisans make the components themselves.

UNORGANIZED SECTOR

The most important tool for lac-turnery is the lathe. Traditionally all lacquer ware was

produced using simple hand lathes called patris made by local carpenters. A bow string is

used to turn a rotating axle in the center of wooden lathe. The turning tool is held in the free

hand and pressure is added with the foot, shaping the spinning wood. The advantage of the

patri, which continues to be used by many craftspeople, is its simple construction and ease of

operation. As a hand powered tool it can be used without electricity in village households. A

variety of cutting tools are used to shape the turning wood including chisels, gauges and

snappers. Hand saws and axes are used to prepare the wood to be turned.

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5. VALUE CHAIN OF KEY PLAYERS IN THE BRANDED SEGMENT OF THE ORGANIZED MARKET

5.1. MAYA ORGANIC

Maya Organic is a livelihood development initiative involved in developing a network of artisans, workers and micro-entrepreneurs

capable of producing high quality wooden products.

Currently Maya Organic is working with the artisan community in Channapatna – a small town near the city of Bangalore in India. In

addition to supporting existing artisans with contemporary design/product development support and consistent orders, the initiative

has also been in training several new artisans, particularly women into the handicraft cluster in order to revive the cluster with an

infusion of fresh skills, designs and markets and supporting the artisans to build viable micro entrepreneurial alternatives.

Maya Organic follows the capability model wherein it holds that building inherent capabilities of individuals and institutions

eventually makes them competent to respond to future challenges of markets, social conditions, environment and politics.

Maya Organic also partners with markets and develops designs for products and services so that the efforts of the artisans are

dovetailed with professional inputs, backed with contemporary and relevant designs and market approaches.

Maya Organic recognizes that merely with inputs of finance/ technology or even some kind of knowledge, little is likely to change

since it may not be possible for people to depend on these continuously. Building capabilities thus not only becomes essential but is

perhaps the most sustainable and effective way to alleviate poverty.

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Maya Organic began work with the lac-ware industry in Channapatna, taking advantage of the existing knowledge and skills of the

artisans. Maya Organic seeks to address the issues faced by them within a systems perspective, viewing the interrelatedness of various

factors, rather than addressing the issues in an isolated manner.

Having spent time to understand more closely the issues faced by workers and markets and based on its earlier experience of

providing vocational training for young girls in lac-ware, it has over the last few years initiated processes to organise artisans into

collectives. There are presently 100 such artisans working in groups of 10-12, to execute orders provided by it.

Simultaneously, Maya Organic has initiated efforts to create a niche market for a new brand of wooden educational toys called Moogli

Toys. Marketing over 50 such toys for the 0-5 years age group, this brand has a visible market presence due to its strong emphasis on

safety, quality and the use of natural vegetable dyes.

Maya Organic also serves as a viable channel for interested and committed designers to utilise this platform to effectively showcase

their skills, while actively contributing to addressing livelihood issues of the working poor.

The client base of Maya Organic products is directed towards a niche market trying to capture those who have an affinity towards

environmentally sound handmade products. The toys are generally exported and sold to third parties which in turn sell these products

to the end consumer through online portals such as Amazon, Flipkart etc. The retail store mainly deals with wooden furniture and

accessories.

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Products sold:

• Toys

• Furniture

• Home accessories

5.1.1. VALUE CHAIN MODEL OF MAYA CRAFTS

Firm Infrastructure

The manufacturing unit of Maya Organic is situated in Chennapatna. It covers an area of 100 by 60 square feet and has facilities for

storage and production. There is one retail store in JP Nagar, Bangalore which often acts as the head office for marketing. The store

overs an area of 1600 sq feet. This is the place where all the corporate communication takes place. The manufacturing unit has

facilities for wood turning, lacquer creation, colouring and storage facilities. Eventhough the storage facilities are not in extremely

good condition, the products are stored after being made until they are shipped off to the retail outlet at JP Nagar.

Human Resource Management

Maya Organic has a group of around 100 artisans most of them being women since the organization is trying to train as many women

artisans as possible and help them grow. There is a management team which takes care of all the processes which consists of 5 people.

The recruitment process happens as follows:

• Finding women who require a job and are from poor section of the society

• Then training these women in the craft for three months or more

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• After the training period is over, some of these women are recruited by the organization and are paid either daily or monthly

wages.

Procurement

It is basically defined as the acquisition of goods, services or works form the external sources. Maya Crafts has its own production

unit, warehouse and inventory. They work as an independent unit. They procure their raw materials from local suppliers and vendors.

Raw materials like wood are given by the 4-5 local Channapatna suppliers. The lac is procured from Kolkata and natural colors and

vegetable dyes like organic turmeric are procured by the organic shops in Kolkata and Bangalore. Some other dyes like indigo are

procured from Uttar Pradesh.

Maya organic make colors using lac and coloring agent at their own production unit. Their production unit has wood turning late

machines room which is procured from local Channapatna vendors.

For assembling the parts they have collaboration with Pidilite company. The fevicol and other materials used in assembling are

stocked for 10 months and are sourced from Pidilite.

All the units like warehousing, assembling, wood cutting and wood turning process and making of lac based color are done at their

own production unit at Channapatna.

Technology

For record keeping at the factory, they register all the inward outward details manually and at their retail, Maya Organic uses Tally to

keep a stock of the sales data.

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Inbound logistics

Maya Organic has storage and warehousing facilities in their own manufacturing unit. The third parties undertake the transport of raw

materials to the factory.

Outbound logistics

For transporting the final products, Maya Organic uses third parties. They generally send the products to the retail store in JP Nagar,

Bangalore.

Marketing and Sales

Maya Organic does not undertake marketing activites but they have their own packaging and they have branded their products with

their logo stamped on them. The sales generally takes place from the retail store at JP Nagar and through online portals like Flipkart

and Amazon. For exports, the importers generally contact Maya Organic by phone or via electronic mail.

Operations

The production takes place at the manufacturing unit which handles everything right from turning toys to colour making and

colouring.

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5.1.2. BRAND IDENTITY PRISM OF MAYA ORGANIC

Personality

Down to earth

Help group

Quality Culture

Women Empoverment

Heritage

Handicraft

Self Image

Sustainable

Traditional

Reflection

Better Cause

Artisians

Non Toxic

Relationship

Creative

Family

Children

Physique

Minimal

Basic Cardboard Packing

Simple

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5.2. VARNAM

Varnam means colors and it ode to colorful India. The idea is to reorient the Channapatna crafts to the modern context by ensuring

each design with utilitarian value. The organization is started or founded by KarthikVaidyanathan. He is from Chettinad region of

south India.

Varnam was born in late 2011 during Karthik‟s trip to Mysore via Channapatna. The colorful toys fascinated him and led him to start

his own venture called Varnam.

Varnam is today a non-profit social enterprise that works with over 20 artisans in Channapatna on the craft of lac-turnery to create a

series of products in the home décor and lifestyle space. The products also make extensive use of the beautiful textiles sourced from

weavers in North Karnataka. The initiative has also begun research and development with few other craft clusters and hopes to

support these traditional crafts through regular work orders in the future.

A story of triumph where traditional art smoothly blends with contemporary art & design while providing sustainable livelihood to the

craftswomen. In an industry where more than 90% of the artisans are men, most of Varnam‟s products have been handcrafted by

women artisans.

Varnam trains and employs women artisans of Channapatna. Most of the Varnam‟s products are hand-crafted by women artisans.

Each product of Varnam tells the stories of Channapatna.

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Products of Varnam

Each product is painstakingly handcrafted using the age-old tradition of lac-turnery.the colors used are natural and non-toxic dyes.

Turning a doll & toy making craft into contemporary art is no child‟s play. But the craftswomen of Varnam (member, A Hundred

Hands) who handcraft endearingly beautiful products make it seem like they do it with ease while also reviving the joy of handmade

craft. The glossy & attractive dolls & toys of Channapatna have crawled out of the nursery and entered kitchens & living spaces. Craft

transformed as cute & sensible products that perk up the kitchen & add a lively charm to the dining spaces.

Loving labeled, each pack conveys a little story with clever & funny product descriptors. Adorable, the products are highly utilitarian

where one can see intelligent design, elegance, function & style merge perfectly. Products that leave people feel as proud as the

Scandinavians, known for their wooden handicrafts. Proceeds from the sale of Varnam products go into the design and production of

more innovative products while striving to keep the craftswomen employed. These delightfully colorful, attractive, utilitarian &

beautifully handcrafted home accessories add a splash of colors & enliven your home environment.

The designs are a beautiful blend of traditional & contemporary styles that give the products a lovely mix of ethnic & classy looks.

The smooth contours & finish leave no doubt about the superior quality of the products that can proudly & confidently occupy store

shelves anywhere across the globe.

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5.2.1. VALUE CHAIN MODEL OF VARNAM

Firm Infrastructure

Varnam has only one retail store in Indiranagar, Bangalore. It covers an area of 450-500 square feet. It also sells online through its

own website. So when it first started, it was based only online. Three years later, Varnam had its own retail store. The head office is

situated close to the store and occupies a space of around 1500sq feet. Varnam does not have its own manufacturing unit. It works

with different groups in the cluster and gives these groups the orders. Shilpa Trust is one such group. Situated in the Channapatna

crafts park, it occupies an area of around 3000 sq feet with its production and storage unit inside the crafts park.

Human Resources

Varnam is owned by Mr. Karthik Vaidyanathan, who manages everything from managing the production to selling of the Brand. In

the retail store, there are three employees, one being a sales lady, the other being a manager and the third person being the owner

himself.

Like already mentioned Varnam does not have its own manufacturing unit and woks with different groups within the cluster.

Currently Varnam is working with three groups within the cluster.

Procurement

It is basically defined as the acquisition of goods, services or works form the external sources.

Varnam founder design the products with all the technicalities and colors. For example: a pen holder in the shape of an elephant has

been designed in a way that it captures balance, color and functionality. Like the elephant holder is designed such that the tail and

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trunk balance and does not hide the eye. And colors are synchronized to make it soothing for the eyes in a way that edges were left

blank with no colors.

All the products are designed in a way that it can be used by all age people. Varnam gives its requirement to different cluster units and

they make products for them. Different artisans in different cluster units make the products in a way Varnam wants keeping in mind

the design, functionality, technicalities and utility of the product.

Varnam is working with a cluster unit Shilpa Trust who makes products for them according to the requirements. Many artisans who

work in different clusters for Varnam are women because of the finishing. Founder of Varnam actually goes to Channapatna to check

on products working and actually work with them or train them to get the product he wants.

The procurement of raw materials like wood, lac and colors are done by the clusters itself. Varnam work with only six colors and most

products of Varnam have 2-3 colors only and not more than that.

Technology

Varnam has trained their staff to use basic excel for the purpose of record keeping in the manufacturing units. In their stores they use

inventory management software.

Inbound Logistics

Varnam outsources it‟s production to Shilpa Trust. There is a lead time for sourcing as Varnam is very selective about the size and

kind of wood it uses for its production.

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Operations

Varnam has 20 artists working for their products. Focus is on design and quality. Product finishing and packaging is also an essential

part of the Varnam product. Varnam does not make large quantities of it‟s products which is why operations have been streamlined

and in control.

Outbound Logistics

Varnam operated from one retail store in Bangalore. They also sell from their online website. The products are stocked in their office

and are distributed from the same.

Marketing and Sales

Varnam has a good social presence. They do not engage in direct marketing much but are available in all popular social networks

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5.2.2. BRAND IDENTITY PRISM OF VARNAM

Personality

Quirky

Fun

Passionate

Culture

Nostaligic

Traditional Toys

Good Design

Self Image

Heart Felt

Innovative

Lifestyle

Reflection

Assured Qualtiy

Aesthetic Value

Perfection

Relationship

Emotional Attachment

Friendly

Childhood

Physique

Modern

Colourful

Flat colours

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5.3. OODEES

Oodees toys and décor are handcrafted and marketed by Jufaro Craft private limited. Oodes is a brand that makes toys for children.

These toys are mostly exported to various countries. Australia and USA are the main export markets. These are simple toys or home

décor used on daily basis. Oodes also sells its products at the Bengaluru International Airport.

Most of Channapatna toys that are exported are not packaged properly and this is where Oodees takes an advantage.

As there are very few manufacturers who can really spend money on marketing and packaging of the product, Oodees made sure that

their products were packaged properly in order to reduce damages. Oodees spent an extra 20% on marketing and packaging so that it‟s

able to set itself apart from competitors.

The packaging has the picture of the product outside. It is a cardboard packaging which has red and white as a base color. The

packaging was designed by a toy designer. The packaging mentions the importance of the product being handcrafted and a product

made by women artisans.

Last year, from October 30 to November 9 Channapatna toys were marketed at the Bengaluru airport. The toys that were given free on

a bill of more than Rs.300 were provided by Oodees. In such ways Oodees is able to make its name in the market as well as do its bit

in reviving an age old craft.

Oodees also put up promotional banners at the Airport to raise awareness about Channapatna toys

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5.3.1. VALUE CHAIN MODEL OF OODEES

Firm Infrastructure

Oodee‟s has a manufacturing unit in Channapatna which covers an area of around 2000 sq feet. All the activities from wood turning to

packaging are undertaken in the shed.

Human Resources:

There are around 15-20 artisans working in Oodee‟s and most of them are women. There are a few male helpers. It is owned by Vijay

Pathi.

Inbound Logisitcs

Raw materials are sourced for nearby areas, except for the lac which is imported from west Bengal. Oodees works on orders and there

for the raw material is sourced accordingly. Only one truck of wood is stored at a time. The wood is usually stored in a shed.

Operations

Oodees has his own manufacturing unit. It is a small unit with around 15 employees. Designs are made, pro typed and researched

before being finalized for production. Quality checks are carried out at random and strict procedures are followed which are monitored

by the founder himself. Oodees aims at non toxic safe for children toys there for safety is a concern.

Outbound Logistics

Most of oodees products, around 65% of them are exported to USA, Europe and Australia. Distribution is done internationally and

also domestic. Special attention is paid to the packaging of the products.

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Marketing and Sales

Oodees sells through boutiques and other toy retail stores. They are also present online. Oodees does not do a lot of advertising. They

have outlets in Goa, Mumbai, Delhi, Bangalore and Pune.

Service

All products sold can be returned or replaced in received in damage after shipment. Oodees has customer service and customers can

contact oodees with any queries and concerns.

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5.3.2. BRAND IDENTITY PRISM OF OODEES

Personality

Modern

Design and Utility focused

Culture

History

Old Craft

Joy of simple things

Self Image

Saftey standards

Environment friendly

Reflection

Sentimental Value

Safe for children

Non Toxic

Relationship

Parent-Child Relationship

Memories

Support Groups

Physique

Vibrant

Bright colours

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CONCLUSION

Channapatna is famous for its wooden toys and 200 year old lacware craft. The toys are non-toxic and eco-friendly suitable for

children of any age. The craft revived a few years back is losing out its value in the market. Having studied the Value Chain

thoroughly it was noticed that there is lack of awareness of the craft in the domestic market. The craft is more popular and in demand

in the west.

Generations of family members have worked in making wooden toys but slowly even that is fading away. Most women are employed

in this sector and are skilled and better at their job as compared to the men. It is also perceived that men are meant for factory work

and not to make handcrafted products. However, cultural factors like marriage force women to leave the work and look after families.

There are a few gaps that were identified both in the organized as well as in the unorganized sector. Finding skilled artisans is one

such problem. Procuring of raw materials is also a difficult task for both the sectors. The artisans must work with the government for

fair trade practices. The government should also help the artisans for the craft to stay alive. Self-help groups and crafts park should be

encouraged.

Lack of awareness and proper marketing is a huge drawback for the craft. Product diversification is needed and new products must be

introduced from time to time. Artisans in the unorganized sector should be helped with new product designs. Both the sectors should

work with each other to make sure that this age old craft started by Tipu Sultan stays in the minds and homes of consumers.

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BIBLIOGRAPHY

http://craftspark.org/notification.html

http://www.indiaenvironmentportal.org.in/content/176/artisans-the-untold-story/

http://www.dsource.in/resource/chennapatana_toy_II/products/index.html

http://craftspark.org/pdf/NOTIFICATION-FOR-PURCHASE-OF-MACHINERY-1.pdf

https://en.wikipedia.org/wiki/Value_chain

http://www.kavericrafts.com/category.php?category_id=2

http://www.pinkpangea.com/2013/09/the-toy-artisans-of-channapatna/

http://www.indianmirror.com/culture/indian-specialties/channapatnatoys.html

http://www.thehindu.com/news/cities/bangalore/bid-to-restore-channapatna-craft-to-its-original-glory/article7941995.ece

http://craftspark.org/about-us.html

http://www.thenewsminute.com/article/tragedy-channapatna-land-wooden-toys-india

http://www.paramparaproject.org/channapatna-toys.html

http://design-for-india.blogspot.in/2008/02/rockytoy-story-reflections-on-building.html

http://www.thehindu.com/features/homes-and-gardens/a-tribute-to-mp-ranjan/article7539850.ece

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APPENDIX 1

PRIMARY DATA COLLECTED: INTERVIEWS

SAPPHIRE

Sapphire is one the biggest and oldest toy stores in Bangalore. The company has 3 branches in Bangalore. The store visited is located

in 4th

Block Jayanagar. The store is located at a prominent location in Jayanagar and has over two floors. The floor has toys for both

boys and girls. The store is an old and renowned store in Banaglore. Following is a conversation with the manager of the Jayanagar

store:

1. What are the types of toys you sell and what are the age groups you

target?

We sell all types of toys. From stuff toys to racing cars. We even have

musical instruments. The age group is from 3 years to 14 years.

2. What sells maximum?

We have a lot of variety to offer to our customers so there isn‟t

anything in particular that sells maximum. People come here to buy

Birthday gifts for kids as well as return gifts.

3. What is the price range of products?

We have products from Rs.10 to products that go up to more than Rs.1000.

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4. Do you sell wooden toys?

We only have a few products of wooden toys.

5. Do you sell Channapatna toys?

They were not aware of these toys.

6. Do your wooden toys sell often?

No, they don‟t sell often that‟s why we don‟t keep a lot of toys. Our

shop has a variety of a lot of other products, people prefer buying

those products

It was noticed that they have cheap quality Chinese products that are highly

priced. The shop did not have a proper return policy. As the quality is cheap

people have a lot of post purchase issues. The shop does not replace these

defective pieces. Even though the shop has a lot of variety only a few section

has branded products. The other products are Chinese products. The shop

was not keen on selling wooden toys and had no idea about Channapatna toys.

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CART SELLER IN JAYANAGAR

There are around 2-3 carts with wooden toys for sale around the Jayanagar 4th

block market. Right across the road from the Sapphire

toy store, one of these carts was selling toys.

The cart had small toys, mostly made of wood with the exception of a few plastic items. There were keychains, dolls, cars and most of

the traditional Channapatnam toys like the rattle, push and pull toy, etc were also available. All the toys were not Channapatnam toys,

but Chinese make products. These Chinese toys were also being sold as Channapatnam toys. We had a short conversation with the

wife of the vendor, and his friend (cart owner was away), which has been documented as follows:

1. Where do you get your toys from?

We get them from the wholesale markets in

Channapatnam.

2. How often do you go to get these toys?

It depends on how fast I sell these toys. Sometimes I go

there once in a month, sometimes every 3-4 months.

3. How much sale do you make in a day?

On a good day around a 1000 rupees. It‟s not fixed. Some

days like today we don‟t sell a single toy. On weekends

there is more sale.

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4. Some of these toys are not really

Channapatnam toys. They are Chinese

make. Why do you still sell them?

No, these are all Channapatnam toys.

Only these keys chains are not from

Channapatnam. We sell a mix of the toys,

but they are all from Channapatnam.

5. How many carts are there in this locality

that sell these Channapatnam toys?

There is one more guy who sells these

toys two streets away, but I don‟t know if

he is still there anymore.

He did not know much about the other questions we asked him. We then asked when will the real owner come back and he said he

didn‟t know but handed us a business card for the cart.

There are not many sellers of Channapatnam toys. Sapphire had none and the only other seller was this small cart. The second cart

was not found anywhere that day. The quality of the toys in the cart was not very good. They appeared to have defects and were

probably the left over toys sold at throwaway prices at whole sale shops.

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FULL OF TOYS

Full of Toys is an online store of good quality toys that aim at helping develop children physically, emotionally, intellectually and

socially. The toys offered are picked after a lot of speculations by teachers, parents, child experts and children themselves. We had a

talk with the CEO of FullofToys, Gautam Gupta. Mr. Gupta was trying to find good quality Channapatnam toys for his website when

we met him.

1. What exactly does Full of Toys do?

We curate toys that help develop children from a very young age. Toys are a

valuable part of the childhood and can be used for improving motor skills,

logic and reasoning skills, parental interactions etc. We offer toys that are not

just toys but also companions that will address all the growth sectors of a

child while also being fun and entertaining.

2. How did you realise this need?

I noticed that a lot of parents are clueless when buying toys for their children.

They either buy it because everyone else is or they buy it because it is popular

on t.v or advertised so. Two years ago I conducted a market research and

found that children parental interactions are limited to going to the mall,

going out for dinner or watching a movie. There is a need to balance the

screen time and improve a healthy parent child relationship.

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3. On what basis are these toys selected?

These toys are selected after a lot of research and involvement of teachers, child psychologists, parents and children

themselves. The idea is to get the best toy that will not only be fun but also help the child grow.

4. What are the things that make the perfect toy?

The toys should be safe. They should be educational. They be according to your style and budget. In India not a lot of people

can afford high prices quality toys. In usa the average spending by parents on toys in 250$ while in India is less that 2$. The

toy should be interesting to your child and it should challenge a child‟s thinking and feelings.

5. Why Channapatnam toys?

We currently sell toys from 7 different international brands but none of them are India. In India we do not have any major toy

brands. The market is dominated by fisher price and the likes. We now want to get some India brands on board too.

Channapatnam toys are the original Indian toys, especially here in Bangalore. We only want to include toys that are safe,

preferably made out of organic materials like wood or paper. Channapatnam toys have a range of stacking toys, puzzle toys,

push and pull toys which we feel will help develop skills in the child and help him grow.

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OODDEES

Ooddees is a brand name under Jufaro Craft Private Limited. Vijay Pathi is the founder of Oodees, the company operates from

Bangalore. Oodees manufactures toys for kids as well as home décor products. The aim of the company is to revive the age old craft

of wooden toys of Channapatna.

Following is an interview with the founder Mr. Vijay Pathi:

1. What is the purpose of Oodees?

Oodees was started as a brand for Channapatna toys. Oodees manufactures toys for kids as well as home décor products. The

brand was started as an initiative to revive the 200 year old lacware craft. Products are eco-friendly, non-toxic and completely

safe for kids.

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2. What sets Oodees apart from its competitors?

Oodees makes products that are handcrafted by women artisans. Oodees is also a brand that has spent quality time on

packaging of its products. This is a unique factor for Oodees. The products for Oodees are designed by students from

NID,Ahmedabad.

3. Where all do you export your products?

We export our products to USA, Europe and Australia. Our major markets are in USA and Australia.

4. What types of toys sell most?

Rattles, Push Pull and Stacking toys are some of the famous toys.

5. What about the safety standard?

We do the required safety checks. As most of our products our exported the safety standards of these countries are very high.

So we have to be very careful about safety. We also do not have to go through most of the safety procedures as the material

used in our products is not plastic or does not have sharp edges. Only natural dyes are used. All these factors ease our work.

6. How many orders do you take in a month?

It is very hard to find trained artisans these days. Some of the products made our complicated. If I take a commitment of high

orders then fulfilling it is very hard. If an unskilled artisan makes a product then the rejection rate is high. I only take orders

that are in my capacity of production.

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7. What is the salary for your most skilled artisan?

If an artisan is old and is able to make complicated

products, we pay them as well as Rs.20,000 a month.

Most artisans work on daily basis. It is also getting

incredibly hard to find skilled artisans.

8. In what all cities can we find Oodees products?

We have stores in Goa, Pune, Pondicherry apart from

Mumbai and Bangalore. We are present in many cities

and we intend on expanding in the near future.

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AN INTERVIEW WITH MR. MURLI OF MAYA ORGANICS

Q: What products does Maya Organic sell?

A: We deal in toys, accessories and furniture. Accessories are a newer product category that we have stated and the business is picking

up. The furniture we sell are handmade wooden ones. However, they are not produced in Channapatna. Only the toys and home

accessories that we sell are produced by the traditional lacquer method by Channapatnaartsians working under us.

Q: Who are your customers?

A: We try to target customers who are fascinated by handmade crafts and are concerned about safety issues of their children or are

conscious about their environment and the products that they are using. The products that we produce are made of natural dyes and

products and undergo no chemical treatments as such. Thus our products are very safe to use. Thus customers who look for products

with such qualities and are ready to pay a little more to ensure this are our main customers. Also, our customers are socially aware and

conscious about the craft and they purchase our products with an agenda of helping the talented yet economically weaker artisans earn

a livelihood. Sometimes there are customers who come into the stores remembering their association with Channapatna toys when

they were children. They want to buy products for their grandchildren or for their relatives who stay abroad.

Q: Are your customers loyal to the brand?

A: Yes, our customers generally come in again and again. There are new customers coming in every now and then, but majority of our

customers are the ones who have been buying from years.

Q: Do you sell online?

A: Yes, we have ties with Flipkart and Amazon.

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Q: What are the product categories that Maya Organic sells the most?

A: For exports, our toys are the most popular. Channapatna toys are more or less in demand in the foreign markets. However, in India

with the introduction of home accessories, our customers have started purchasing more of these. Also, we sell some quantity of

furniture from the retail store only.

Q: What is the story that Maya Organic uses to sell its products?

A: Our basic motive of starting Maya Organic was to revive the traditional Channapatna craft and help improve the livelihood of the

artisans. So, when we are selling our product, we try to sell a story and not the product. We talk about the Channapatna craft which is

almost 200 years old and how we use natural dyes and nature products to manufacture the products. We tell the customers about the

rich Indian heritage that these products display and how the talented artisans are working towards producing these to earn a livelihood

from the craft.

Q: What is Maya Organic’s USP?

A: Our USP is that all our products are made from natural dyes and natural products and are safe to use.

Q: How can Maya Organic’s toys be distinguished from the rest of the Channapatna toys?

A: Maya Organic‟s toys stand apart from other Channapatna toys because of the finishing. Our toys have an additional lacquer coating

so that the lacquer does not peel. Also all our toys have our logos stamped on it. We also have unique packaging for our products.

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Q: Do the toys that you sell provide any educational benefit to children?

A: Each of our toys are meant for improving the motor coordination of children. When you are a kid, every activity teaches you

something. So our toys definitely provide certain benefits. For eg: our fast selling toy, the stacker, which has rings one on top of the

other, helps children in assembling the rings together and helping them improve their counting abilities.

Q: What are the problems that you face while producing a toy?

A: There are certain standards that need to be followed mandatorily when producing a toy. Before assembling the toy, it is important

to see if the product is unbreakable. There are certain tests that need to be followed. The lacquer should not peel. So we have to take

care of that as well and undertake a few more tests and treatment.

Q: What is other stakeholders outlook towards Channapatna crafts?

A: Over the years, working towards improving the Channapatna craft, I have noticed that most of the businessmen outside

Channapatna do not care about the craft. They turn to the craft only if they feel a certain product could be produced cheaper as

compared to the machine made products. Channapatna cluster needs businessmen who respect the craft and the traditional way of

producing it. Probably that would make the craft grow.

Q: While our field visit to Neelasandra and Kalasandra, we noticed that many of the artisans were producing seat covers with

the wood turned beads. Could Maya Organic work with these artisans and add seat covers into the product category as well?

A: Six years back, we were working with Neelasandra artisans. However, we had to call off the project initiative as we started facing

problems.

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Talking about car seats, Maya Organic does not think it is really a traditional Channapatna craft and it does not foresee a large market

for this product category.

Q: What according to you are the issues that Channapatna crafts face?

A: There are major issues. These include the procurement of raw material, the decreasing number of skilled artisans, training and

management of the artisans, power related issues. Power failure is a major issue that the Channaptana cluster is facing. During the

power cuts, there is a pause to the entire production and this means our production targets are not met. Also.the falling number of

skilled artisans are affecting the craft in a way that we have no control over. The artisans are not paid well and hence they are left with

no option but to abandon the craft and move to cities like Bangalore.

Q: What are the issues that you face while exporting products?

A: The major problem that we always face is that during shipping, some of our products get destroyed. The lacquer peels off when

subjected to different climatic conditions. Thus we need to ensure that the packaging is proper so that the damage is minimum. But we

are still working towards that.

Q: What are the major threats that Channapatna crafts foresee in the coming years?

A: The decreasing number of skilled artisans willing to work in the craft because of the major opportunities in the cities like Bangalore

which of course pay more, will be a constant threat for the craft. Apart from that, certain countries abroad have imposed restrictions

like the wood used in the products need to be procured only from the managed forests. And for Channapatna crafts this is a major

threat as most of the wood is not procured from managed forests.

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Q: Do you see a future for Channapatna crafts?

A: Of course, with product innovation and new product categories coming up, the craft can only flourish. Besides the craft is unique

and its uniqueness makes it very appealing.

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VARNAM INTERVIEW

We interviewed the founder of Varnam Handcrafts Mr. Karthik Vaidyanathan.

Q. How did you find Varnam?

Karthik: I did engineering and MBA but always wanted to do design. I found about Channapatna craft while going from Mysore

highway. Crafts and design of Channapatna intrigued me and hence I found Varnam in 2011.

Q. How you work at Varnam?

Karthik: First of all, I don‟t agree with the word “Handicraft” because it sounds to me as abusive as people relate this word to cheap

which come as an insult for the artisans who do lot of hard work in making a product. As you can see if you go to exhibitions where

people go and bargains. Since artisans don‟t want to take the stock back, they agree to the discounts. Hence, I prefer to call it as

handmade or handcrafted or handmade in India. By calling it that way give it a different perspective and essence.

Q. Who is your Target Audience?

Karthik: There is no target audience as such.

What are your expectations with Varnam?

Karthik: The idea at Varnam is to create a brand, a distinct identity. If you go to Channapatna and pick a product you can easily

differentiate that the product is not Varnam. This is because Varnam provides best finishing, design and quality to the product because

when is started Varnam I decided that I don‟t want it to be cheap and it should be of great finish. The USP of Varnam is unique and

distinct. Expectation from Varnam is to maintain this identity.

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Q. Who are your customers?

Karthik: 99% of my customers are women whether its online or offline and lot of them are working women. If men come with the

women, they are little disinterested because our society is as such that women are the ones to purchase all this stuff. Men who come

and purchase or are interested in what we are selling are mostly foreigners who want to know about the culture and tradition.

Q. How do you plan your production and raw materials?

Karthik: We have weekly meetings to plan the production. Because there are few of my products that regularly sell so to maintain the

inventory we also have to pre plan the raw materials order. Also, if you consider raw materials, there are wood of 10mm diameter and

8mm diameter. So, which product needs what diameter of wood is also considered?

Usually Varnam use 8mm diameter wood as it needs lesser time to season and also the product is bigger and more balanced.

Also, lac is very expensive as it is a natural base. There are 3 qualities of lac, Rs200/kg, Rs900/kg and Rs.1700/kg. We use Rs.1700/kg

lac and that is why people say that they don‟t get shine like that. For any corporate order, we need to be told 8-9 weeks in advance.

Q. Who are your suppliers of wood and lac?

Karthik: I bring my love for wood into Channapatna. So I have products which have pine wood and I get pine wood from Australia.

Then there Halemara wood which I get from Channapatna. There is beach wood which we source from Ramnagara in Karnataka.

There is lac which we get from West Bengal.

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Q. You have different production units or different artisans who work for you?

Karthik: We have three different clusters who work for us and they have their production units. We give them design and

technicalities which they have to follow.

Q. How do you pay your cluster units?

Karthik: There are three different ways via which we pay our artisans in cluster units. There is one cluster which gets 50% advance,

one cluster gets 100% advance and the other cluster gets within 2 weeks of delivery depending upon the way they want it.

Q. Is there any employee loyalty with the artisans?

Karthik: Artisans do stick with us for longer time. Although there are artisans who left us on unethical grounds because they started

giving duplicates of my products to other designers. The bigger problem is women artisans. As we invest lots of money in training and

learning for 3 months of these women artisans and then they get married and left the work because of family issues. There are artisans

who ask for money because they are getting married or something and I give them money because they stick to me for a while.

Holding artisans with you is very difficult.

Also, these artisans who have stopped working or left on unethical grounds have come back but now we made them follow certain

guidelines to maintain sustainability.