Tuesday, 6 October 2015

Handicraft marketing

HHEC (Handicrafts and Handloom Exports Corporation of India) and CCIC (Central Cottage Industries Corporation of India Ltd) are buying handicraft products from women entrepreneurs. Women entrepreneurs who buy handicraft products from artisans if are unable to have HHEC or CCIC or State Emporiums as their buyers and do not have a showroom to sell their products then such women entrepreneurs if given a counter/stall  in HHEC or CCIC or State Emporiums showrooms to sell their handicraft products directly to customers that is direct customer interaction, then they may be able to overcome market difficulties. Artisans and women entrepreneurs both will benefit out of this activity.

The outcome of the interaction with the Government Handicraft organizations:

1. Handicrafts was in ancient times used for temple decoration  but now it is treated as economic/commercial activity, export earnings, small investment, labour oriented and a part of our culture and the need to preserve culture. The main motto is poverty reduction. The handicraft products now can be seen in the hotels, palaces. drawing rooms etc. Handicraft craftmanship is passing down form generation to generation and is a traditional product but it is a heterogenous product because it is handmade and not machine made.

Marketing of handicraft products depends on the quality of the product.  Artisan cum women entrepreneurs if in a raw stage can take financial help from banks for working capital assistance to start their business. They can avail marketing avenues/platform under the umbrella of DC Handicrafts. They can directly approach CCIC, HHEC for the formal processes. Registration would be needed for the inside hall counter. These organizations can also do visual merchandising for their products. They can also take export membership from Export Promotion Council for Handicrafts. Artisan cum women entrepreneurs can participate in international buyer sellers meet, domestic events and international events at nominal charges or that may even be exempted. Women will be self reliant in the field of handicraft and can support the group of artisans.

2. The government is promoting artisans by organizing state level, district level, block level different exhibitions, providing free stalls, transport allowance and daily allowance to facilitate sales of artisans products. Artisans are also deputed  to outside the state to participate in other state exhibitions.The prime work is marketing. Government is giving all kinds of financial support to the State emporiums (government) to buy products from artisans and also organizing special events and seminars.  State Emporiums are purchasing from artisans and selling the handicrafts. There are several schemes for marketing of the products of artisans but there are no such schemes to support women entrepreneurs.    Handicrafts is also a micro small  enterprise. So some mechanism has to be thought of so that women entrepreneurs also get the opportunity to market their products. Artisans require no registration .

Women entrepreneurs may first have to establish as a women entrepreneur, so they may have to register or get listed as women entrepreneurs with DIC, MSME, Director of Industries and Director of Handicrafts. This will be done for authenticity for their participation in events and space taking in showrooms. Also women entrepreneurs from marketing side, CCIC/HHEC and State (policy maker in government) together can form a marketing policy to provide  opportunities to women entrepreneurs to enter the showrooms/events to market their products.Women entrepreneurs can come as industry or NGOs.

If Government may support then this may become an incentive for many women to take up handicraft business. This may result in poverty reduction and achieve mdgs of United Nations. There will be growth of women entrepreneurs.

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