KARIMNAGAR Silver Filigree Packaging
Silver Filigree Communication Solutions : PACKAGING
Karimnagar Cluster Project 2017 FC DEPARTMENT Semester 6 Faculty Incharge: Prof. Mr. M.C. Mohan Document compiled by: Kumar Shradhesh (11) Neetu Patel (15) Shrishty (26) Srinidhi Iyer (28)
copyright © 2017 Karimnagar. All rights reserved by NIFT Hyderabad
Letter of Transmittal Dear Mr. M.C. Mohan Enclosed is the documented work of a cluster study done by the students of the department of Fashion Communication- semester VI. This document throws light on the filigree handicrafts of the Karimnagar. This cluster was an attempt towards making students understand the importance of craft in today’s world; and identify the problems faced by craftsmen and in return, come up with innovative communication solutions for the same. Documnet has sensitized us towards the loopholes in this craft and its subsequent betterment of the craft. Every project is only successful when we have valuable advice come our way and this one is no different. We would like to express our sincere gratitude towards the people of Karimnagar without whose help, guidance and knowledge this project would not have reached its completion. We would like to thank, Mr. M.C. Mohan, Faculty, NIFT Hyderabad, for facilitating such an eye -opening initiative to be a part of our curriculum. Thankyou.
Content
Pg No. 1. Introduction................................................................................................................................1 2. Style and inspiration...........................................................................................................3 3. Products......................................................................................................................................4 4.Existing Packaging................................................................................................................5 5. Problems in Packaging......................................................................................................6 6. Objective....................................................................................................................................7 7. Scope of packaging.............................................................................................................8 8. Product Categorization....................................................................................................9 9. Colours and materials........................................................................................................10 10. Packaging solutions..........................................................................................................11 11. References.................................................................................................................................16
About Karimnagar Silver Filigree Karimnagar is well known for its specialization in Silver Filigree work. Filigree is a delicate kind of jewellery metalwork, usually of gold and silver, made with tiny beads or twisted threads, or both in combination, soldered together or to the surface of an object of the same metal and arranged in artistic motifs. Silver Filigree product of Karimnagar is a handicraft item unique in its own class which consists of curling, twisting plating of fine pliable wires of small trellis-like appearance all over the piece referred as ‘Jali’ giving it a unique shape, also locally known as “Jali Filigree”. It is a tribute to artistic elegance and a prized possession of marvellous workman ship. The silver filigree products range from standard form of jewellery to non-jewellery decorative items. It is a very delicate form of metal art.
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Fig.1: Jali work on tility box 2
Style and Inspiration In Silver filigree art, a recognized unique art form, the designs are enormously decorative and ornamental in nature, majorly confluence by the Kakatiyan and Chalukiyan style of design. Designs majorly inspired from nature comprises flowers, zig-zag motifs, stems, leaves, creepers, beaded designs, swan, sophisticated floral, feathers and many more are the classic patterns used for ornamentation. The art is known to have gradually flourished during the Nizams, who also influenced the design process of the exemplified craft.
Fig.2: Silver bangle
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Products The art has been extended from jewellery to other household articles like earrings, necklaces, bangles, rings, pendants, toe-rings, tiara, rakhi, hairpin, anklets, brooches, bags, wallets as well as for adorning figurines of gods and goddesses, articles for worship or puja items, decorative art pieces depicting flora and fauna, utility ware like plates, trays, Attardaans, Ugaldaans, Ittardaans, changerdaans (oodhdan), spoons, ashtrays, cigarette cases, photo frames, boxes and cases in different shapes, sizes, with multipurpose compartments for storing or keeping different items like soaps, spices, betel nuts, betel leaf (paandaan), containers, lamp stands, flower baskets, rose water sprinklers, corporate gifts and other fancy items.
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Existing Packaging
Artisans in Karimnagar invest 5% to 10% of money on packaging. They use plastic sheets and Acrylic box for big and heavy products of craft so that the rawness of the craft is maintained and people are able to patronize the delicacy and intricacy with the visual feel itself. And further those boxes are packed in velvet bags enhancing its aesthetics and ornamentation. Also customised Velvet boxes are made for product. According to them the whole essence of the handicraft products is packed in a fancy way but in a protective material, their main objective of packaging is they make sure that packaging cost ad only a minimalistic amount to the making cost of the product after overhead costs.
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Problems in Packaging
1. The craft products gets oxidized quickly if left unwrap. During rainy season moisture makes a black coat on the surface of the product. 2. The packaging does not have any kind of branding of for the products. 3. Packaging fails to communicate about the cooperative society, address, contact details etc. 4. Too much money spent on manufacturing packaging which consumers are not willing to pay. 5. Packaging is not completely damage proof when it is delivered to places. 6. Consumers do not understand the value of packaging. They prefer not to pay for packaging as they think it should be free of cost.
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Objectives OBJECTIVES 1 To design a packaging which is cost effective and serves the purpose of protection at the same time. OBJECTIVES 2 To design a packaging with efficient branding of the product to spread awareness of the product towards customers. OBJECTIVES 3 To design a packaging which is visually appealing but should not take away attention from the product. It should give the look and feel of rawness of the craft.
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Scope of Packaging 1. A tag can be provided mentioning a few lines about the filigree products in three different languages (i.e. Hindi, English & Telugu) for people to know the importance of the craft. 2. A Wobbler (label/sticker) can be attached on every packaged product mentioning the logo name, price, weight, contact details etc. 3. The packaging can show the process in brief through illustrations. 4. Every product can be name based on the name derived from their culture/ language for e.g: Nemali for peacock. 5. Look and feel of the craft should be present. It shouldn’t feel like any other category taking away the attention from the actual products.
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Product Categorization
TYPE1
TYPE 2
TYPE 4
Plates Tray Ash Tray Attardan
Necklace Tiara Bangles
Rings Pendant Earrings Toe Rings
Ugaldans Oodhan Spoons Cigarette cases Boxes Lamp stands
TYPE 3 Wallet Bag Photo Frames
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Broaches Hair pins Anklets Rakhi
Colours and Materials COLORS
Black Silver Purple Reason: These colour maintain the brand identity of the existing filigree shop. Silver stands out against black and also purple is signifies elegance and royalty and luxury. MAT ERIALS Acrylic : To show the transparency Satin cloth: To show elegance and royalty Chamanlal paper: 400 GSM Aluminium Sheet: To show reflective surface Foam board: To make the boxes strong
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Packaging Solutions TYPE1 Plates, Tray, Ash Tray, Attardan, Ugaldans, Oodhan, Spoons, Cigarette cases and Boxes, Lamp stands Materials: Cardboard 0.3mm Chamanlal sheet 400gsm Satin cloth Shape: Hexagon Its a shape mostly associated with their co-operative and hardworking natures and also the craft implies the same. It also means balance, union, perfection and sincerity.
Product: Silver Plate Size: 7� each side and 4� height Sizes will vary according to the size and type of material mentioned in the category Uses: Mostly used as a gift for govt. officials because of its elegant and classic look.
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TYPE 2 Necklace, Tiara and Bangles
Materials: Cardboard 0.3mm Chamanlal sheet 400gsm Satin cloth Shape: Hexagon Its a shape mostly associated with their co-operative and hardworking natures and also the craft implies the same. It also means balance, union, perfection and sincerity.
Product: Necklace Box Size: 3� each side and 1� height Sizes will vary according to the size and type of material mentioned in the category Uses: Mostly used as a gift for family functions and festive occassions.
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TYPE 3 Wallet, Bag, Photo Frames
Materials: Cardboard 0.3mm Chamanlal sheet 400gsm Satin cloth Shape: Hexagon Its a shape mostly associated with their co-operative and hardworking natures and also the craft implies the same. It also means balance, union, perfection and sincerity.
Product: Bag Size: 9� wide and 11� height Sizes will vary according to the size and type of material mentioned in the category Uses: Used in any occassion be it festival, party or any ceremony.
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TYPE 4 Rings, Pendant, Earrings, Toe Rings, Broaches, Hair pins, Anklets, Rakhi
Materials: Cardboard 0.3mm Chamanlal sheet 400gsm Satin cloth Shape: Hexagon Its a shape mostly associated with their co-operative and hardworking natures and also the craft implies the same. It also means balance, union, perfection and sincerity.
Product: Earing and Toe ring box Size: 1.5� each side and 2� height Sizes will vary according to the size and type of material mentioned in the category Uses: Used on special occassions like festivals and anniversery parties etc.
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TYPE 5 Rings, Pendant, Earrings, Toe Rings, Broaches, Hair pins, Anklets, Rakhi
Product: Momento box Size: 3” each side and 7” height
Product: Ring holder Size: 1.25” each side
Product: Card holder Size: 3” radius 15
References BOOKS: 1. Jaitly, J. (2012). Craft atlas of India. New Delhi: Niyogi Books. 2. Saraf, D.N. (1985). Indian Crafts Development and potential. Uttar Pradesh: Vikas publishing house Pvt Ltd. 3. Ranjan, A. (ed.), Ranjan, M P. (ed.) (2007). Crafts of India Handmade in India. New Delhi: Council of Handicraft Development Corporations. WEBSITES: 1. Silver filigree- Karimnagar silver filigree. Available at: http://www.karimnagarsilverfiligree.com/ Accessed on: 14/02/17 2. Silver filigre of karimnagar. Available at: https://en.wikipedia.org/wiki/Silver_Filigree_of_Karimnagar Accessed on: 14/02/17 3. Kala karimnagar silver filigree. Available at: http://www.kalasilverfiligree. com/ Accessed on: 14/02/17
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Thank you