PHULKARI
WHAT IS PHULKARI
Phulkari, which literally translates into ‘flower work’, has a history etched in the culture of Punjab. Spun from the charkha this spectacular style of embroidery is patterned on odinis, shawls, kurtis and chunris. The main characteristics of Phulkari embroidery are use of darn stitch on the wrong side of coarse cotton cloth with coloured silken thread. Punjabi women create innumerable alluring and interesting designs and patterns by their skilful manipulation of the darn stitch.
ORIGIN OF PHULKARI Phulkari is brought to the Indian Subcontinent by the migrant Jat people of Central Asia in ancient times. Techniques and patterns were not documented but transmitted by word of mouth. The tradition was associated with the Sikh heritage but was also shared with Hindus & Muslims. It has it’s origins in the famous love story of Heer & Ranjha (a love tale) by Waris Shah. It’s a present form and popularity goes back to 15th century. Phulkari is more about life in the villages. No religious subject or darbar scenes are embroidered. The base khaddar cloth used in Western Punjab is finer compared to that from Central Punjab. Black/blue are not preferred in Western Punjab, whereas white is not used in East Punjab. Silk thread in strands, come from Kashmir, Afghanistan and Bengal. The best quality silk comes from China. In West Punjab, 2 or 3 pieces of cloth are first folded and joined together. In East Punjab, they are joined together first and then embroidered.
BRIEF & MY IDEA
TO DESIGN A PRODUCT INSPIRED BY PHULKARI FOR EUROPEAN MARKET
Taking into account the current pandemic situations I decided to make something for work from home. As it has forced many of us to sit from home and work. I thought of making a office organiser unit that can also act as your wall decoration. Products should be for European market. As european people have less space in their homes, they prefer products that perform two functions. Bringing Phulkari into the project can give it a certain different level.
CONCEPT BOARD
EXPANSION BOARD
EXPANSION BOARD
TARGET AUDIENCE COUNTRY : Italy CURRENT SITUATION : As covid pandemic continues, it has forced many people to work from home. People working from home in Italy does not have much space in their homes. They make spaces by keeping it minimalist. TIMELINE : Before Christmas (October- November) for gifting purpose.
NEED : In these challanging times, if we could make an office organizer and a decorative piece . This can also facilitate as your wall decoration. PREFERENCE : Need of wooden interiors as it get cold there and wood gives warmer look TARGET AUDIENCE : Italian people with less spaces and want a work from home culture UNIQUE ATTRIBUTE : Get attracted towards the products that serves a purpose as well as act as a decoration piece.
AGE DISTRIBUTION
MARKET POTENTIAL
75 %
50 %
25 %
Source: Stastica
0 to 14 years 15 to 64 years 64 years and above
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
0%
2002
Share of the Population
100 %
AVERAGE REVENUE PER CAPITA
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
The average revenue per person in the segment for Office Furniture amounts to Rs. 4,707.20 in 2020.
2023
2022
2021
2020
Source: Stastica ( Forecast adjusted for expected impact of COVID-19) , April 2020
Source: Stastica ( Forecast adjusted for expected impact of COVID-19) , April 2020
Revenue in the Office Furniture segment amounts to Rs. 284,606 in 2020.
2019
2018
2017
2016
2015
2014
2013
2012
In Euro
In Euro
REVENUE
MARKET CONCENTRATION
PERCENTAGE OF EXISTING OFFICE UNIT IN ITALY IN 2018
Consolidated : Market domained by 1-5 major players
ITALY OFFICE FURNITURE MARKET
Office unit percentage %
100 %
75 %
50 %
25 %
Fragmented : Highly competitive market without dominant players
Source: Stastica
Source: Mordor Intelligence
ND S ISLA
SOU TH
ER CEN T
WE
OUT-OF-SCOPE Consumer Electronics for offices (e.g. printers) Lamps and lighting
NO R TH
IN-SCOPE Wooden and metallic furniture for offices Office chairs
NO R TH E AS T
0%
ST
Source: Mordor Intelligence
OFFICE FURNITURE MARKET 2019
SALES CHANNEL
650
550
350
in percent
100
250
150
50
50
A
Online
JAP AN
OP E
Offline
E UR
AM ERI C LAT IN
RTH
AM E
RIC A
10
NO
Euro per unit
450
Source: Stastica
Source: Fact . MR, 2019
Office chair
System furniture
Office table
Reception furniture
Storage furniture
Others
In Furniture market, 4% of the total revenue will be generated through online sales by 2020
SKETCHES
MATERIAL BOARD
PHULKARI LONG GRILL LIKE STRUCTURE TO COVER
WOOD FRAMED PHULKARI CLOTH WITH MIRROR IN FRONT AND BACK
SPOT LIGHTS
WOOD COLOR AND TEXTURE(WALNUT WOOD)
MATERIAL BOARD
KHADDAR CLOTH
PIN BOARD
WOODEN SINGLE PANEL SLIDER CLOCK
GLASS
DIMENSIONS 105 cm
33.5 cm
33 cm 0.5 cm 33 cm 2.5 cm
50 cm
80 cm
75 cm
10 grills
0.5 cm
24.5 cm
2.5 cm 2.5 cm 2.5cm
33 cm 0.5 cm 33 cm
20 cm 25 cm
2.5 cm
CUSTOMISATION PATTERNS
COSTING SHEET MATERIALS
QUANTITY
DIMENSIONS( PER PARTS)
Walnut Wood
2 each
1) Top pannel = 105 CM X 25 CM 2) Side pannel = 80 CM X 25 CM 3) Height = 2.5
Unit 1 ( SAMPLE PIECE) MATERIALS SQFT.
CUBIC FOOT
PRICE (Rs.)
TOTAL MATERIAL (Rs.)
TOTAL
Top pannel= 0.23 Side pannel = 0.18
3,100 / c�
Top pannels=0.46 Side pannels=0.36 Front pannel = 0.23
3,150
Ply wood and veneer (op�onal)
Glass
700
4 small one and 1 big 1) Small rack = 50 CM X 22.5 CM 2) Big rack = 100 CM X 25 CM 3) Side pannel= 77 cm x 22 cm Small rack = 1.21 Big rack = 2.69 Side pannel = 1.82
1.82
45 / sq�
Small racks = 4.84 Big rack 2.69 Side pannel = 3.64
500
Price for 3 m = 599
Price for 1/2 cloth usage = 299
299
Phulkaari Cloth
2 (available in 3m)
1) Side pannel = 77 CM X 22 CM
Sliding mechanism
1
Top and bo�om
1,200
1,200
1,200
Clock
1
33 CM X 24.5 CM
300
300
300
Nails
1
100
Pinboard
1
80
Lights
2
1 for Rs. 190
Spot lights
2 lights for = 380
380 Total = 3,559
PRODUCTION MATERIAL Labour cost
PROCEDURES
AQUIRATION
PRICE 300
TOTAL 400 TOTAL PRODUCT COST = Rs. 3959
MATERIALS
QUANTITY
DIMENSIONS( PER PARTS)
Walnut Wood
2 each
1) Top pannel = 105 CM X 25 CM 2) Side pannel = 80 CM X 25 CM 3) Height = 2.5
Glass
Unit 1 ( SAMPLE PIECE) MATERIALS SQFT.
4 small one and 1 big 1) Small rack = 50 CM X 22.5 CM 2) Big rack = 100 CM X 25 CM 3) Side pannel= 77 cm x 22 cm Small rack = 1.21 Big rack = 2.69 Side pannel = 1.82
PRICE (Rs.)
TOTAL MATERIAL (Rs.)
TOTAL
Top pannel= 0.23 Side pannel = 0.18
3,100 / c�
Top pannels=0.46 Side pannels=0.36 Front pannel = 0.23
3,150
45 / sq�
Small racks = 4.84 Big rack 2.69 Side pannel = 3.64
500
Price for 3 m = 599
Price for 1/2 cloth usage = 299
299
Phulkaari Cloth
2 (available in 3m)
1) Side pannel = 77 CM X 22 CM
Sliding mechanism
1
Top and bo�om
2,400
2,400
1,200
Clock
1
33 CM X 24.5 CM
300
300
300
Nails
1
100
Pinboard
1
80
Lights
2
Spot lights
1.82
CUBIC FOOT
1 for Rs. 190
2 lights for = 380
380 Total = 6,009
MATERIAL Labour cost
PROCEDURES
PRODUCTION AQUIRATION
PRICE 300
TOTAL 400 TOTAL PRODUCT COST = Rs. 6,409
LAVORO DEL FIORE
LAVORO DEL FIORE
INR 12,000 EUR 133.27
Additional elements on request
LED colour options
WW 4,500k
Y
3,000k
W
6,000k