AZULEJOS GOA CRAFT CLUSTER INITIATIVE 2014-2018 FASHION COMMUNICATION
This Document is a part of a Craft cluster initiative taken up by the students of Fashion Communication, Mumbai 2014-2018. Our aim is to study the Goan craft of Azulejos tile painting and understand how this craft can be promoted today. The documents gives detailed descriiptions of the craft, its origin, its process and materials, motifs and their inspiration, It gives an account of the different artist clusters present in the area and their product ranges.
WELCOME TO THE WORLD OF AZULEJOS
CRAFT CLUSTER 2016
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CRAFT CLUSTER 2016
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PREFACE ACKNOWLEDGEMENT
A BRIEF STUDY OF GOA SEC 1 : ORIGIN OF AZELYOUS SEC 2 : MATERIAL AND PROCESS SEC 3 ; MOTIFS AND THEIR INSPIRATION SEC 4 : PRODUCT RANGE SEC 5 : CRAFT CLUSTERS IN GOA SEC 5.1 : TURI CERAMICS SEC 5.2 : VELHA GOA SEC 5.3 : GOA DE CERAMICS SEC 5.4 : ARTISANS: TODAY’S SCENARIO SEC 6 : GOVERNMENT INITIATIVE SEC 7 : SWOT ANAYLSIS WITH PROMOTIONAL PLAN REFERENCE
PREFACE
If we had to describe this research project in one line it would be “Every Azulejos Tells a story�. This Document is a part of a Craft cluster initiative taken up by the students of Fashion Communication, Mumbai 2014-2018. Our aim is to study the Goan craft of Azulejos tile painting and understand how this craft can be promoted today. The documents gives detailed descriiptions of the craft, its origin, its process and materials, motifs and their inspiration, It gives an account of the different artist clusters present in the area and their product ranges.
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MEMORIES ON TILES
ANNU YADAV . KANUPRIYA AGARWAL . KUNDAN KUNAL . NISHITA KARUN . PRAGYA . RISHAV KHAN . SHUBHANGI SINGH 6
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ACKNOWLEDGEMENT The completion of this document could not have been possible without the participation and assistance of so many people whose names may not all be enumerated. Their contributions are sincerely appreciated and gratefully acknowledged. However, this group would like to express their deep appreciation and indebtedness particularly to the following: Our college first of all, for giving us this wonderful opportunity where we not only learnt about a fascinating craft but also got to know each other better as a group. Our mentor Ms. Sushma Saitwal and the entire Communication faculty for their endless support, kind and understanding spirit during our presentation. To all the clusters, who were as supportive as they could be, cooperating with us at each and every step and not losing their patience once. We would also like to thank all the artists involved with the craft for their continuous and sincere efforts. To friends and family, who in one way or another shared their support, either morally, financially and physically, thank you. Craft Cluster group - Azulejos Painting, Goa
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A STUDY OF GOA Gomanta, Gomanchala Gopakapattam, Gopakapuri Govapuri,Govem Gomantak • A three letter state that today has a GDP per capita, two and half times of the country it belongs to. • Goa is divided in two parts, North Goa and South Goa, where south goa holds the old streets and churches, north holds all the beautiful beaches. • Panaji is the headquarters of North Goa district and is also the capital of Goa.North Goa is further divided into three subdivisions – Panaji, Bicholim, and Mapusa and five taluks – Tiswadi (Panaji), Bardez (Mapusa), Pernem, Bicholim, and Sattari (Valpoi), • Goa’s state animal is the Gaur, the state bird is the Ruby Throated Yellow Bulbul, which is a variation of Black-crested Bulbul, and the state tree is the Asan. • The staple Goan diet consists of fish curry and rice. Goan cuisine is famous for its rich variety of fish dishes cooked with elaborate recipes • Goa abounds in festivals and fairs around temples and churches which also commemorate eaily legends.
OUR LADY OF IMMACULATE CONCEPTION CHURCH
In the 3rd century BC, Goa was part of the Maurya Empire, ruled by the Buddhist emperor, Ashoka of Magadha. Buddhist monks laid the foundation of Buddhism in Goa. In 1510 the Portuguese intervention took place which gave Goa a different meaning in terms of its architecture, people and craft. On 19 December 1961, the Indian Army began military operations with Operation Vijay resulting in the annexation of Goa, Daman, and Diu into the Indian union. This rich heritage affects many folds of Goa, even the water sourcing of the state happens from the three hundred ancient water tanks that were built during the rule of Kadamba dynasty. The people of Goa prefer to call themselves Goans and not Goanese as mentioned in guidebooks and brochures. Goans are very much aware of this unique identity; they are proud of it and guard it fiercely. Goans attitude to life is best described by the word Susegad which means taking life at a relaxed pace and enjoy it to the full. This unique philosophy of life originates from the Portuguese word Socegado which literally meant quiet. Goa is divided in two parts, North Goa and South Goa, where south goa holds the old streets and churches, north holds all the beautiful beaches. Panaji is the headquarters of North Goa district and is also the capital of Goa.North Goa is further divided into three subdivisions – Panaji, Bicholim, and Mapusa and five taluks – Tiswadi (Panaji), Bardez (Mapusa), Pernem, Bicholim, and Sattari (Valpoi),
SCOOTY RIDES AROUND TOWN
Margao is the headquarters of South Goa district. South Goa is further divided into four subdivisions – Margao, Mormugao (Vasco da Gama), Quepem and Ponda.
VIEW FROM VAGATOR
The primary industry of the state comes from its tourism, which is a yearlong income. Goa has two main tourist seasons: winter and summer. In winter, tourists from abroad (mainly Europe) come, and summer (which, in Goa, is the rainy season) sees tourists from across India. Goa stands 6th in Top 10 Nightlife cities in the world in a National Geographic Book. The other main industries comprise of Mining, Agriculture, Fishing and other small scale industries like Liquor sale. Goa is notable for its low beer, wine and spirits prices due to its very low excise duty on alcohol. Goa abounds in festivals and fairs around temples and churches which also commemorate eaily legends. They are the occasions when a Goan peasant manifests joy and happiness. SUNSETS AT VAGATOR BEACH
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AZULEJOS DERIVED FROM A ARABIC WORD MEANING SMOOTH. USED TO BEST DESCRIBE THE POLISHED SURFACE OF THE TILES
ORIGIN OF THR CRAFT
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t is a Portuguese Art form which was started in the 8th century by the Islamic conquest of Spain. The Moorish artistic influence soon became so popular that till date these tiles adorn the inside and Outside of almost every homes in Portugal. Blue and yellow were the Favorite color combinations and these tiles depicted mostly floral patterns or religious scenes. The ever expanding Portuguese empire provided increasingly more exotic themes and colors. Azulejos in Goa was introduced by Portuguese in the 15th or 16th century, when Portuguese ruled over Goa for about 500 Years.During the Portuguese reign, there were no Goan azulejos artists. These tiles were imported from Portugal. The Portuguese came with the azulejos; the Portuguese went back with azulejos. After they left from Goa after Liberation in 1961, this Art form was completely abolished. Again it was reborn in Goa in 1998 by Goan Artists and galleries like Velha, turi and De goa ceramics to name a few.
TILE SAMPLES AT VELHA
Difference between Portuguese and Goan azulejos tiles .In Portugal the emphasis is more on the design and motifs. Geometric, floral tiles in shades of blue are most popular. Whereas in Goa, the emphasis is put on representing the culture through the tiles. Each azulejo tells a story. A Goan story. The reason why blue colors is so popular is because towards the end of the 17th century the fashion changed and Blue tiles became Popular in Europe. This was probably due to the craze for blue and white porcelain from china that was being imported into Europe at this time.
VELHA GALLERY, PANAJI
It is not just a painted ceramic tile but a culmination of hours of painstaking labor by the artists. The motifs are hand drawn on the glazed tiles or are transferred from a tracing paper by sprinkling the perforations with powdered charcoal, then painted with Glass colors imported from Portugal and finally fired in an electrical kiln for at least eight hours at 1020 ยบC. The resulting tile stands the test of the time for at least a hundred years, if not broken. Azulejos tiles, are now everywhere in Goa. Walk around Goa and azulejos almost seem like a part of the Goan landscape. In railways stations and shops. In homes and hotels. As murals and nameplates. As wall decor and sidewalks. As style and as statement.
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WALLPAPER TILES
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MATERIALS AND PROCESS 12
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MATERIALS USED Tiles are imported from Portugal. They are glazed with a powder (also imported from Portugal), which helps in the baking process. Design is drawn using a tracing paper and a pouch of charcoal. Holes are made on the tracing paper using pins; the tracing paper is then kept on the tile. The pouch of charcoal is rubbed on the tracing paper and a pattern is formed on the tile from where the charcoal powder passes through the hole in the tracing paper. WORKSHOP, GOA DE CERAMICS
Glass paints are diluted using water Tiles are painted using the glass colors. Initially there were 4-5 colors, now there are 135 colors. Like blue, there are 4-5 tones of blue and then variations are created with it. Tiles are placed in gadgets and in the oven Tiles are baked in an electric oven at 1000 degree Celsius for 8 Hours.
RAW TILES
The electric kiln is opened after the tiles are cooled. Here the tiles are put in for baking at 6p.m and opened at 9 in the morning the next day.
CLAY STORAGE
TILE FURNACE
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SCREEN PRINTED TILES
DESIGN GENERATION
WORKSHOP, GOA DE CERAMICS
SCREEN PRINTED PROCESS
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STEP 1
STEP 2
STEP 5
STEP 6
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STEP 4
STEP 7
STEP 8
STEP 3
PAINTING PROCESS
Since the origin of the craft in India. Materials such as Tiles, Glaze powder and Glass colours were imported from portugal to maintain a good quality.
IMPORTING FROM PORTUGAL RAW MATERIAL GLASS COLOURS
Where trainees use stencils to achieve perfection, the experts pain freehand on the tile. The idea is to replicate the same design on multiple tiles for a commercial use.
COMMERCIAL
PERSONAL
The tiles have varied uses according to their motifs.
M A R K E T
BRUSHES TOOLS
GLAZED TILES
PAINTING THE MOTIF
PACKAGING
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Even though the tiles are very strong, a proper bubble and card board wrap is done on the tiles to avoid any chipping.
RAW MATERIAL INDIAN PRODUCE
“Portugese Colours are good. If Indian they would have caused problems.”
For the past few years, similar tiles were being manufactured in Surat but the high quality could not be achieved. The brushes on the other hand are manufactured here itsef.
MURTU TEDANKAR TELAGKAR
BAKING IN THE OVEN
“250 INR per tile. We have had the same pricing for the last 12 years.” SHRADHA MANAPARE
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The overns are also imported from portugal. After baking the glaze powder gives the tile a gloss, making it permanent for over 100 years.
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MOTIFS AND INSPIRATION
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he motifs used in Azulejos painting in goa range from traditional Portuguese motifs, Religious depictions to cartoons made by the famous Goan artist Mario Miranda. Apart from this The common motifs include Goan fisherwoman, toddy tappers, ferries, boats, kunbi dance, bhatkar, churches, taverns, rural life, among others. some of the tiles also depict Indian mythologies as an adaptation to India. Each artist also has his own specific style. Some make realistic portraits and landscapes whereas others go for a more two dimensional rendering. Some make linear drawings.
Mário João Carlos do Rosário de Brito Miranda ComIH (2 May 1926 – 11 December 2011), popularly known as Mario Miranda or Mario de Miranda, was an Indian cartoonist and painter based in Loutolim in the Indian state of Goa. Miranda had been a regular with The Times of India and other newspapers in Mumbai, including The Economic Times, though he got his popularity with his works published in The Illustrated Weekly of India. His early cartoons presented vignettes of Goan village life, a theme he is best known for even today. A pocketful of chuckles on the works of Mário de Miranda was held by Galeria Gitanjali, Panjim on the 30th of April, 2016. This is the largest exhibition on the original paintings of Mario de Miranda. His cartoons today serve as a very important motif for the tiles painting and can be seen on almost everything ranging from plates, keyholders, cups etc. Even posthumously his cartoons can be very well linked to Azulejos
The best feature of this craft is its openness and acceptance of new motifs while sticking to the traditional way. In Portugal the emphasis is more on the design and motifs. Geometric, floral tiles in shades of blue are most popular. Whereas in Goa, the emphasis is put on representing the culture through the tiles. Each azulejo tells a story. A Goan story.
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Velha Goa Tiles with shading
TRADITIONAL
Mario Miranda inspired tile from Turi ceramics
Most motifs are inspired from samples brought from portugal and thus are mostly in the colour blue.
M O T I F
CULTURAL Mario Miranda served as a big inspiration for cultural cartoons. Taking clues from the daily lives of people designs were created
PRODUCTS AND DECOR
HOTELS AND NAMEPLATES 20
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M O T I F
PRODUCTS CONTEMPORARY Taking inspiration from Goa and its unique places, motifs were created for screen printing.
For personal use people submit photographs to be developed into tile paintings
“We have certain samples that are shown to the customers. The samples come from Portugal.” PERSONAL USE 21
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Portraits for a wedding made by Turi Ceramics
REALISTIC/PORTRAIT
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USAGE COMMERCIAL Though Handpainted this craft is mainly used for a commericial purpose. Ranging from hotels to the inside of homes, tile painting is used to add character to the ambienece. Later when the demands increased the artists moved on to screen printing which gave a better alternative and easier method of manufactural Azulejos tiles.
PERSONAL Being inspired from the daily lives of Goan people, this holds a special place in the heart of them. The craft can be seen on various kinds of crockery, Houshold material etc. Even today most of the homes in Goa have a Azelujos nameplate. Portraits are another important genre of personal painting where people submit photographs to be converted to tile paintings. The inside of the house, the stairs and walls are seen covered with Azelujos tiles. TILE WORK ON BENCHES AND WALLS
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TURI CERAMICS ELDER CERAMICS DE GOA CERAMICS
AZULEJOS DE GOA VELHA GOA
OTHER PLACES
MAJOR CLUSTERS
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AZULEJOS CLUSTERS Being a portugal craft, this is seen in very specific places of Goa.Namely the clusters are Turi Ceramics, Velha Goa and Goa de Ceramics which practise the classic form of Azulejos painting. These clusters are completely private and take absoultely no funding from the government . Most of them are established because of a certain lineage to the portugal. The artists present in the clusters are mostly trained in house after recieving a primary education in fine arts. The clusters are scattered all over Goa as seen in the map on the left hand side. The clusters are very popular all over Goa as they provide Goa with what they want.
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UNIT 1 BICHOLIM SCREEN PRINTED AND HAND PRINTED 26
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Shankar Turi Founder, Turi Ceramics Unit Turi Azulejos was started by Shankar Turi as a workshop for Hand Painted Tiles & Pottery on 21st June, 2004. The styles which are used for paintings are traditionally Portuguese and Spanish. What makes the products of Turi stand out is that they put emphasis on hand painting each tile separately instead of coming up with a unified screen printing process. The founder, Shankar Turi has received specialised training in crafting Azulejos in Portugal then set up his own unit at Bicholim.
“This is my way of keeping Goa’s identity alive and in artistic designs. It is a God’s given gift to me and I like to share it.” He says,
In 1999, Shankar graduated from Goa College of Arts and Culture and took part in a painting workshop in Benaulim organized by the Portuguese Consulate. Taking part in this workshop were the best known artists of Goa. Impressed by Shankar’s painting, the workshop instructor
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from Portugal Eduardo Bobon vowed to take Shankar to Portugal for further training of making azulejos which are hand-crafted murals in tiles, and true to his word, two years later Shankar was flown to Lisbon. The USP of Turi is their depiction of Goan culture in their artwork. They believe in representing the culture and beauty of goa in their tiles and thus coming up with souvenirs that are both unique and magnificent. In 2004 with the assistance of the managing director of Goa Handicraft Rural and Small Scale Industries Santosh Borkar, he set up a factory in Bicholim Industrial Estate with five artists, all professionals. Today he has seven artists and during the festive season employs more workers on a freelance basis. Till date, Turi Azulejos has worked with Inter Continental Hotel, the biggest mural there comprising 2,750 tiles of size 15 x 15 cm, the Jardim Garcia de Orta Garden at Panaji, Raia Church hall, Navelim Church, Bicholim bus stand, Goa State Museum and L&T guest house. To keep the Goan art and culture alive he organises regular workshops teaching the very basics and the final process of makin glazed tiles.
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INTERVIEW WITH SHANKAR TURI, FOUNDER Q - How popular is this craft in Goa? Is there a huge market for it? A - It’s quite popular in goa. A lot of people from Bangalore, Pune, Calcutta and Delhi visit us and make purchases. Q - Can you tell us something about the art form? A - This art is called Azuleous. Azuleous in Portuguese means smooth. This art was born in Arab countries in the 15th century. There was no particular name for it at that time. When the craft shifted to Europe people decided to give it a name. Eventually the craft began to spread. The craft is also very popular in Spain, but they interpret it differently. Q - How is the art different in Goa from other countries? What’s the Goa touch? A - In European countries, the emphasis is on design while in Goa, we put emphasis on representing the culture of Goa. Wherever you spot an Azuleous painting in Goa, you’ll notice that it represents the culture of Goa in one way or the another. But in Portugal, they work with designs and motifs and landscapes. But in Goa, we draw dances and churches and temples. Q - Most of your work is handmade. We’ve seen places where they do screen printing as well. A - Normally if the order requires bulk quantity, we screen print it. But larger murals are hand painted. You can go inside the workshop and see how it’s done.Initially we used to work with 4-5 colors, now we have 135 colors. Like blue, we would have 4-5 tones of blue and then create variations with it. Q - What are your current projects? A - right now we’re working on orders from Dubai and coming up with new designs. There’s another hotel in Goa that’s entirely made out of azuleous paintings. We’re working with them for more than 6 years. It’s still to open. Everything in that hotel is done by us. The hotel is called Palacito Istiva. Q - Before you started working for the craft in 1999 what was the condition of the craft? Was it still popular and what role did you play in reviving it? A - it wasn’t so popular back then. Then in 2-3 years it spread and now every goan household has something that’s azuleous.
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UNIT 2 MADGAON AND PANJIM HAND PAINTED
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Evena Founder Velha Goa
How many times have you fallen in love with a place and its colors so much that all you’ve wanted to do is carry it back home? And how many times have you actually done this? Meet Mr. Ivo da Costa Azaredo fondly known as Bebe, who while traveling through Portugal saw beautifully adorned walls of houses, churches, railway stations and market places in Azulejos and decided that very moment that he’s going to take this art home. They say when you really want something by heart, the whole Universe plots to bring you closer to it. Lucky was Mr. Bebe, for he met Mr.Eduardo Bobone who not only painted on tiles but also had a dream of visiting Goa! Thus begins the journey of Velha Goa, which was founded in 1999.
and imported products. To ensure that the essence of Azulejos is maintained in each product, raw materials are imported from Portugal and the final tile painting is done by a team of local artisans, so the tiles reflect the Goan culture and art. The finished products are sold through their retail store Velha Goa Galeria in Fontainhas, Panjim.
Evena, the owner says “What really sets Velha Goa apart is its unmatched attention to detail and finishing.”
Evolving from the basic square tile, the store now offers various Sine its inception, Velha Goa has created a name for itself. Driv- paintings, drawings, wall pieces, crockery and other souvenirs. en to deliver quality products, the Galleria specializes in tradi- The store also pays a beautiful tribute to Mario Miranda, by maktional hand painted Azulejos and also carries a line of ceramics ing products inspired from him art.
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INTERVIEW WITH EVENA D’SOUZA,FOUNDER Q. Since when have you been operating Velha? A.It has been a year. Before that my brother operated Velha. It has been 15 years since we opened velha. Q.How was Velha started? A.My dad started this 15 years ago. We have family ties in Portugal. In fact my Grandmom is from Portugal. My dad actually went there to find some relatives. He was always artistically inclined and decided to bring it back to goa. He found a few contacts and brought back this artist. They then built a team and trained goan artists. Q.What is unique about Velha? A.We were one of the first to introduce Azulejos paintings to Goa. Shankar turi worked at Velha for years before branching off and opening his new store. Q.What is your promotion strategy? A.Well at the moment we have a very small clientele. We want to keep our products exclusive, unique and authentic. Not commercial at all. We don’t do much advertising or marketing. Q.What motifs do you use? A.We started with authentic samples from Portugal. Along with that we use drawings of Mario Miranda. He was very close to our family. In fact he dedicated his book “ Goa with love” to my father. We only use drawings from that book dedicated to us. Q.Can you tell us a memorable people that you have worked for? A.Uhm, we worked for Rishi Kapoor. In fact the plaque outside his home as well as his interiors have been done by us. We had a Portuguese artist coming over and working along my dad. Q.How are you planning to diversify your products? A.We plan to incorporate more cultural influences like Spanish, Turkish while keeping it very authentic. We also have many indian styles. You’ll see indian gods like Krishna, Rama etc.
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UNIT 3 PANJIM HANDPAINTING AND SCREEN PAINTING
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Workshop Goa De Ceramics
De Goa Ceramics, located in Almeida Village, in Panjim. They sell genuine hand painted and designer tiles. Their murals, signboards, art tiles, etc are designed by experienced artists. It is owned by Frazer Pires who is synonyms with the construction industry for over 15 years, building bungalows and developing estates and farm houses all
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over Goa. His innovative ideas using natural products and creativity can be seen in all his projects. His designer wife Manisha, runs the store, and has also helped with designing of the hotel. The hotel, “Villa Nina� uses a lot of azulejos in their interiors and exteriors. They also sell their products on Snapdeal.
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INTERVIEW WITH APARNA, SALESPERSON Q.How long have you guys been doing this for? A.We are doing this for more than 10 years. Q.Which Place do you belong to? A. I belong to Goa itself. Q. What Materials are used by you? A. Yes, these tiles we get if from outside, the glazing is done here, you get the powder from outside, then we do glazing, these colors are auxite colors. Q. So how many people do you have here? A. Right now we have only one person. Q. So what kind of orders do you get? A. Nameplates we get, designer calls also we are getting, some artwork, like wall murals also. Q- And is there a season? Like is there a particular season or it happen all over the year? A-All over the year, but then monsoon the sale goes down. Q-So do you feel there’s a disadvantage to this this kind of painting, like tile get broken or something? A-No, no nothing happens to this, even if you put it in sun, only there is cracking of tiles .And if you want to give a little bit of shining surface, then you have to put one flaspi pol, it’s a transparent glaze, otherwise it will be like a matt finish. Q. So is there a restriction to color, or like all shades are available? A. We have all these different types of shades, some particular people ask for some particular color, we show them that this color we can give, but not exactly what they are looking for.
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CLUSTER COMPARISON
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AGE: 29 EXPERIENCE: 15 YEARS
ARTIST PROFILES
CONTACT NO: 7709902994 ADDRESS: KARNATAKA INCOME: 15,000 LANGUAGE: HINDI,KONKANI
“We design some on our own; otherwise we follow the traditional motifs.”
EDUCATION: 12TH PASS
“Came to Goa came to learn this painting.”
NAME: SANDEEP
NAME: SWAPNIL
NAME MURTU TEDAUNKAR TELAGKAR
AGE: 26 YEARS
AGE: 41 YEARS
EXPERIENCE: 10 MONTHS
EXPERIENCE: 16 YEARS
CONTACT NO: 9730311091
CONTACT NO: 7798453503
ADDRESS: KOLHAPUR
ADDRESS: CALICUT
INCOME: 13,000
INCOME: 21,000
LANGUAGE: HINDI, ENGLISH, MARATHI
LANGUAGE: HINDI, KONKANI, KANAD
EDUCATION: BACHELORS IN FINE ARTS FROM PUNE UNIVERSITY.
EDUCATION: MASTER IN ARTS
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“Graduating from fine arts gave me an edge above other people.”
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NAME: SHANKAR TURI
NAME: SUMANT
AGE: 40 YEARS
AGE: 29 YEARS
EXPERIENCE: 14 YEARS
EXPERIENCE: 8 YEARS
CONTACT NO: 08322360062, 09822155409
CONTACT NO: 832-2422149 ADDRESS: GOA
ADDRESS: BICHOLIM INDUSTRIAL ESTATE, GOA
INCOME: N.A.
LANGUAGE: ENGLISH,HINDI, KONKANI
“Azulejos lasts for a life time. Doesn’t fade or get destroyed.”
LANGUAGE: HINDI, KONKANI EDUCATION: 12TH PASS
EDUCATION: GRADUATED FROM GOA CULTURE OF CULLTURE
NAME: DEVIDAS KADAM
NAME: SHRADHA MADREKAR
AGE: 26 YEARS
AGE: 29 YEARS
EXPERIENCE: 1 YEAR
EXPERIENCE: 12 YEARS
CONTACT NO: 9403562298
CONTACT NO: 09923764016
ADDRESS: SINDHUDURG
ADDRESS: BICHOLIM
INCOME: N.A.
INCOME: N.A.
LANGUAGE: HINDI, KONKANI
LANGUAGE: HINDI, KONKANI
EDUCATION: ART TEACHER DIPLOMA FROM SINDHUDURG MAHAVIDHLAYA
EDUCATION: 10TH PASSED
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“In order to attract more customers, we have to create new and modern designs.”
“I got this art from Portugal to Goa in 2002.”
“I was trained here itself..”
ARTISTISANS TODAY’S SCENARIO Artist Age: The major age bar is seen between 25-30 which shows how recent the introduction of this craft is in Goa Gender: Male dominance can be seen in this sector in terms of artists. Education Level: Most of artists have graduated from art colleges and then later trained under the cluster for the craft Locality: Since the craft is highly popular in Goa because of the Portuguese influence, all the clusters are present in prime locations of Goa. But that doesn’t limit the artists as they come from different parts of south India to learn the craft. Languages Known: Almost all artists are familiar with Hindi and some of them are fluent in Konkani also. Other Craft: Besides tile painting, most artists are interested in Canvas painting etc. Member of organization: None of the artists belong to any artist organization. Though they are registered with the government they function as a totally private unit. Monthly Income: A salary of 15,000 and above is earned by the artists per month. Occupational Hazzard: There is no such occupational hazard associated with the craft, except the paint which can be toxic. Working On: Most artists follow traditional motifs or designs which are selected or provided by the customer. New Raw Material: The artists believe that even if the same material is produced in India, the quality will not be achieved hence degrading the craft on a whole. Skill Level: Before joining the cluster very few people are trained, most of the training for the craft is given at the cluster itself. But all artists are trained in art. Further Training and which Area: Artists believe that they can be trained better in terms of developing new motifs and also on marketing the products to have a better reach. Government Subsidy: No subsisdy is provided to any artist, because of the commercialized face of the craft. Marketing: Artists feel that a better marketing and promotion can be done to make people aware of the craft.
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GOVERNMENT INITIATIVE FOR THE CRAFT INTERVIEW AT GHRISSDC Name: Designation Q. Do the artists come here for registration or do you go to villages? A. No the interested artists come here for registration. If we need to source raw products in large quantities only then do we go to villages. It all depends on the MD’s decisions. Q. Has there been any IPR on azulejos painting of goa? A. No many of these products lack the uniqueness to qualify for the IPR. Q. What are the steps of the government for promotion of these crafts? A. Nothing has been done for azulejos since it is mostly a commercialised private craft . We do try and promote cottage and small scale industries.
Being a commercialised craft, the government interferance is kept to a minimum. The artists practising in these clusters are all registered with the government. The Government office has a small gallery which showcases various handicraft products from Goa. But this is very little that the goverenment is doing to keep the craft alive. A more intricate and defined promotional plan should be created to make people aware about the craft.
Name- Shobha Majik Designation- Sales person at ghrissdc store Q. What is the most popular craft at ghrissdc store? A. Clay and shell craft is the most popular here. Q. Do the tourists know about azulejos? A. Yes, most of the tourists who come here are aware about this craft. The clients are both foreigners and Indians Q. What is the peak time of sales? A. Our maximum products are sold during December when there is a tourist season. Q. How many azulejos paintings are sold per month? A. Roughly 10,000- 20,000 INR worth of azulejos paintings are sold every
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trength
W
eaknesss
O
ppurtunities
T
hreat
ANAYLSIS
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• Freedom to design • Lasts at least for a 100 years • Modern appeal • High Quality • Versatile • Well established artisans • Less time consuming • Well paid artisans • Less raw materials Required • Culture of goa is reflected • No special degree is required by the artisans • The clientele is high class and willing to pay for quality work • Middle men are very limited
STRENGTH
• Limited to goa in India • Raw material costs are high • Raw materials are imported from Portugal • Very few artisans • Not many mediums to learn • Monopoly of existing Design houses • No government support • No IPR 43
WEAKNESS 43
• Can be sold through Online mediums • Can employ many people from a fine arts background • Immense scope for growth in Products Market Design Popularity • Many more products can be made • The raw materials can be manufactured in India
OPPURTUNITIES
• Not very unique • Very limited number of artisans • Hand painting might be replaced by computerized painitng • Motifs used are very limited
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THREAT 44
PROMOTIONAL PLAN Being a portugal craft, the awareness of it is very limited in India. Following the SWOT Analysis we came up with a promotional plan to uplift the craft all over India. Starting with a basic coffee table book we show how interesting the development of the craft is. The product catalogue shows the kind of product range you can expect from the craft. The calendar following the concpept of Human tiles promotes the craft on a more elite platform. A documentary is made for a complete understanding of the craft i.e. its process, materials,types,clusters etc. On a more marketing platform, we came up with a brief animation advertisment which gives the audience the essence of how the tiles are made. A logo is created out of the motif which can be used on Government house packaging. A workshop is organised for children to make them aware of the craft. A kit and a storybook is given to each particiapant.
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COFFEE TABLE BOOK
Variety of Beautiful Motifs on Products (Strength)
PRODUCT CATALOGUE Lack of Awareness (Weakness)
BROCHURE
STORYBOOK
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P R O M O T I O N A L P L A N
CALENDAR
Appeals to the youth and has a lot of scope. (Oppurtunities)
DOCUMENTARY
ADVERTISEMENT BOOKMARKS Not very unique hence needs to be promoted. (Threat)
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REFERANCES Inside Cover Image ; www.azulejosdeportugal.com Page 10 Image ; www.azulejosdegoa.com Page 11, Bottom Image ; https://www.casadart.pt/loja/patchwork-azulejos-autocolantes/ Page 15, Central Motif ; https://in.pinterest.com/marierian/moroccan-tiles/ Page 18 Image ; www.mariodemiranda.com Page 19 Image ; www.mariodemiranda.com/ Page 24 Goa Map ; http://www.goahotelsandbeachresorts.com/goan-towns. htm Page 25, Motif ; https://www.architonic.com/fr/products/dalles-dessin.../0/.../1
TOWARDS THE UPLIFTMENT OF CRAFTS AND ARTISANS