As a part of our curriculum for the subject of Craft Study and Documentation (Semester 5, F&LA Design, NIFT, Mumbai) we have studied and developed products for the wooden toy making and lacquerware craft of Sawantwadi. We toured Sawantwadi for 7 days and this document represents our learning, our journey, our analysis and designs.
Table of Contents 01 Introduction About Toys
Some famous toy craft
02 About Sawantwadi About Craft
Process
Table of Contents 03 Market Research Competitive Study
Suggestions
04 Design Process Product Catalogue
Exploratory Sketches
OBJECTIVE To understand and study the cultural identity of the craft Sawantwadi. To study the transition of the craft from historical importance to the commercial product. To perform a deep study on the craft and craftsmanship. To understand the current scenario of the craft. To create new range of products as per the current market scenario.
ABOUT NIFT National Institute of Fashion Technology (NIFT) is a group of fashion colleges in India. It was established in 1986 under the aegis of the Ministry of Textiles, Government of India and is an institution of design, management and technology for the international fashion business. NIFT was granted statutory status in 2006, empowering it to award degrees and other academic distinctions. NIFT currently has 16 campuses: its main campus in New Delhi, and campuses at Bangalore, Bhopal, Bhubaneswar, Chennai, Gandhinagar, Hyderabad, Jodhpur, Kangra, Kannur, Kolkata, Mumbai, Patna, Raebareli, Shillong, and Srinagar. NIFT, Mumbai campus is located in Kharghar, Navi Mumbai. It offers courses in Knitwear Design, Fashion Design, Apparel Production, Textile Design, Fashion Communication and Fashion and Lifestyle Accessory Design. The F&LA course comprises of product design, industrial design, jewellery design, bag design, shoe design, home decor, furniture and other products. The Craft Cluster Initiative of the Institute is a carefully developed formula for integrating the crafts sector of the country with the mainstream in the areas of design management and technology.
ABSTRACT The document created talks about Sawantwadi Wooden Toy craft as a whole. It includes everything from the details about the place to the minute details of the craft and the craftsmen. Sawantwadi is a small town in the Konkan region of Maharashtra famous for it’s lake, lacquer toys and Ganjifa cards. The royal family is the one that has promoted the town as a important destination. Our trip was spread across 7 days. We met the Craftsmen and their family. The interaction with all of them was extremely fruitful. The products they make range from fruits, small toys to larger toys. They even make on order when in bulk and modify their designs accordingly. All of them have their shops in the Chitaar Ali market but have workshops attached to their houses in Kolgaon. Their main market is tourists and exporting their toys outside of Maharashtra. Their market is still not spread very wide. One reason for this could be the low standard of paints used which doesn’t match international standards. But, the skill set of the craftsmen is of very high quality and with proper intervention their situation could improve greatly. There is also a need to expand the range of products. The craftsmen need to stand against Chinese made toys rather than promote them. All in all, the beautiful craft just needs to evolve with times and find place in children’s hands again.
Ch i as g o
andrapush
nju Sa
pa
li Khare asW Ic
hh
am
ati
Smrit i Sa ra
ar Barawka ra shk u s P
Sim
For the sake of this project, the group members were given aliases
Salo
e
s Anandiben a a ht
to make the project interesting and to go into it without any prior biases.products as per the current
bh
nc ha
a m ad Divya P
koli
market scenario.
na
an a s
i Vijaylakshm
So
nju
hi Shirsath
ran Gupta as
Sh r
ar i hw es ut
ni M
Members of the group
u as S
a m
Craftsman Kane
Craftsmen we met Amidst a few pages, one might see a conversation popping up, between the students or the craftsmen or both. These conversations happened real time, and therefore we have kept the experience
Cr
af
i
authentic.
ur
m
it Chitari Am n a
ka
r
Cra fts
ftsman Uttam Cra
tsm an An il Dhuri
Cra
d ftsma ayanan nD
Dh
ABOUT TOYS THE TOY CRAFTS OF INDIA
I
t is nature that children look to when it comes to toys and playing. What touches one’s heart is the simplicity of these toys that provide not just amusement to the child but also the means to learn while playing. When the child is born, the rattle is the first choice to amuse it with. It may be made from wood, cane, bamboo and palm leaf. The wooden rattle is painted brightly to catch the attention of the child. The abundant natural raw material present around the villages is used to fashion harmless, interesting and inexpensive toys. These toys are biodegradable and made from environment friendly products. Old clothes and other fabrics are used to make stuffed toys and animals. Rajasthani stuffed toys originated from these. The toys could be horses, elephants or birds to
which are then added a dash of colour with old zari (gold thread) borders. Animals are also fashioned out of jute and coir. Wood and clay are almost a part of all toys made in rural areas, as both are commonly available. The wooden cart, lakdi ki kathi is a legend. The pull cart with wheels trailing behind a child is a part of the Indian countryside. Made from wood and colored brightly, it may be in the shape of an animal or at times just a flat cart. Drawn with a string, it follows the child through mud and dust.The dolls are made of clay and then dressed in cloth. Scenes of “ghar ghar” (house games) or the conducting of mock weddings are enacted with these clay dolls in many a village across the country. Clay and papier-mâché parrots, peacocks, elephants, horses, cows and goats are the repertoire of rural children.
SOME FAMOUS TOY CRAFTS Varanasi Wooden Toys
Udaipur Toys
Varanasi is still known for lacquered toys and miniature utensils. The sets of birds, animals, orchestras, soldiers and dance ensembles are made in wood, gaily painted and packed in boxes. The toys can be found in all sizes and prices --from a 1 inch mobile to a large 2 feet tall doll, and with prices ranging from Rs 10 upwards.These toys are made in many centers in Varanasi by local craftsmen but for selling them, the popular sites are the Ghats and the galis near the river bank which attracts thousands of tourists everyday.
Udaipur is a big centre for wooden toys. The craftsmen use the local wood doodhia which is soft and can be finely chiselled and shaped. The toys are lacquered and polished with leaves of a flowering cactus to give them a better look and increase their life. The large variety of toys made in Udaipur include the cart drawn by a sparrow, kitchen sets, grinder, cradle on a stand, gas lantern, gramophones, trains, cars, jeeps, aeroplanes, counting stands, and clock towers. Animal figures include horses, camels, and elephants.
Kondapally Toys
Channapatna Toys
Kondapally Toys are the toys made of wood in Kondapalli of Krishna district, a village nearby Vijayawada in the Indian state of Andhra Pradesh. Bommala Colony translates to Toys Colony in Kondapalli is the place where the art of crafting takes place.It was registered as one of the geographical indication handicraft from Andhra Pradesh as per Geographical Indications of Goods (Registration and Protection) Act, 1999. These toys were one of the variety of toys assembled in the houses during the festivals of Sankranti and Navratri and is referred as Bommala Koluvu.
Channapatna toys are a particular form of wooden toys (and dolls) that are manufactured in the town of Channapatna in the Bangalore Rural district of Karnataka state, India. This traditional craft is protected as a geographical indication (GI) under the World Trade Organization, administered by the Government of Karnataka. As a result of the popularity of these toys, Channapatna is known as Gombegala Ooru (toy-town) of Karnataka. Traditionally, the work involved lacquering the wood of the Wrightia tinctoria tree, colloquially called Aale mara.
SAWANTWADI THE LAND OF HANDICRAFTED WOODEN TOYS
Sawantwadi is a scenic town situated in the Konkan region of Maharashtra in the Sindhudurg district. It is located on the National Highway (NH17) that connects Mumbai and Goa.It is popular stop for people commuting to Mumbai or Goa for refreshment and rest. It is closely built town where everything is situated near each other making it an ideal pitstop for tourists. It is unique due to the centuries old traditional art of making wooden toys, Ganjifa(an ancient card game), and more.
Some part of the town is now converted into a museum. It showcases lacquer artefacts, the Ganjifa, some stone images and also showcases a history of ancestors. The community of Sawantwadi specialises in the art of making toys out of wood. To buy wooden toys as well as other handicraft items including jewellery boxes, Ganjifa cards, popular exotic lacquer ware, hand-knit bags, purses, bamboo craft and earthen pottery, the best place to visit is Chitarali, a local market.
History and Background The name Sawantwadi came into usage because of the surname of the state’s ruling family of Khem-Sawants. Sawant-Bhonsale family were the rulers of Sawantwadi. They also participated in 1857 National Revolt. The taluka headquarters is Sawantwadi which has a municipal council. The Sunderwadi town was established by Raja Sawant Bhosle as capital of his estate in 1692. Subsequently its name changed to Sawantwadi. The huge old palace belongs to same family has it’s own charm. The main places of attraction are: i) Darbar Hall ii) Photo Gallery ( Rare Photographs ) iii) Ganjifa Workshop iv) Games, Toys & Lacqureware v) Attractive Colourful Handicrafts The rooms are filled with artifacts & takes us back to 17th century. The Rani Sahiba, Satya Sheila Devi Bhosle, resides in the same campus in the adjacent palace & takes care of the campus and it’s belongings. The ancient Ganjifa Card art is being developed & the artist/ painters continue to work here for this cause.
Geographics Sawantwadi is located at 16°N 73.75°E in the Sindhudurg district of Maharashtra.It is located about average elevation of 22 metres (72 ft) above mean sea level.Sawantwadi is situated on the west coast of Maharashtra India, and is bounded by the Arabian Sea to its west and the Western Ghats to its east. It experiences moderate to gusty winds during the day and gentle winds at night. The features of this city is their are many plain to undulating, with several hills, valleys and flat areas. The seasons determine their work as the wood has to be harvested and dried.
Transport Roads: Sawantwadi is well connected to other towns of Sindhudurg district and cities of Maharashtra state by MSRTC buses as well as Goa & Belgaum. Private buses, Sharing Rickshaws & Bikes are used to travel locally to connect the small villages to the city. Rails:Konkan Railway Corporation Limited’s railway line connecting Mumbai to Mangalore, popularly known as the Konkan Railway, passes through Sawantwadi Road railway station which 6 km from the town. Air: Nearest Airport is Belgaum in Karnataka which is 110 Km & Dabolim in Goa which is 94 Km. Transportation of materials and goods is not very difficult in Sawantwadi as there are well made roads. But, most craftsmen live and work in Kolgaon, a village at the border of Sawantwadi. They have narrow or no roads there which makes transportation for the first few kilometers difficult and vehicles have to be hired.
Economy Sawantwadi is known for its wooden handicrafts, hand-made cards colourfully painted. It is also becoming a major tourist attraction. The focus of the town is a lake in the centre of Sawantwadi. There is Beautiful Moti Lake in the Centre of the Town. Before, the entire town was dependent on the toys but now a shift has been made due to lack of sale and the craft is dying slowly.
Language Malvani is the predominant spoken language in Sawantwadi. Marathi is the state language, spoken widely, and also the language of instruction in schools.
Goan Konkani is slightly understood but not implemented. Hindi and English are also used in social communication. Most of the town’s population are Hindu, followed by a minority Muslim population. Most of the craftsmen we met spoken in Marathi and Hindi, so it was helpful to know these languages.
Attire The focus of the town is a lake in the centre of Sawantwadi. Attire varies from traditional Dhoti,Navwari Sarees, Savari saree to Kurta and Payjama, to some extent Pants & Shirt or fashion cloths. Ornaments are worn by both men and women in Sawantwadi, mainly necklaces, bracelets, Occupation and earrings. Their attire helps them deal with the climate and work efficiently. Most people of the town are involved in 4 main occupations. These are fishing, agriculture, Climate wooden toy making and Ganjifa card making. Sawantwadi has a tropical climate.Average temperatures ranging from 27 째C (81 째F) to 34 째C (93 째F), Humidity- 78% on average,Rainfall- 90% of annual rainfall. The climate is generally hot and humid which makes it difficult to work outside in recent times.
MOTI TALAO The entire town has been built around this beautiful lake which also houses the Palace at one side
PLACES OF INTEREST
ROYAL PALACE The Royal Palace of Sawantwadi (also known as the Sawantwadi Palace) is one of the major tourist attractions of the town. Built by Khem Sawant Bhonsle, the ruler of this region during 1755-1803. Entry gate (Lester gate) was built in 1895.The bricked brown walls of the palace have a very ethnic touch to it. Wonderfully carved rooms, war weapons and verdant environs inspire you to flip through your history books once again. Another specialty of the palace is the wonderful arts and crafts that are developed here. The walls of the palace are neatly plastered with old photographs, which make your sauntering around a very knowledgeable experience. The Queen of the royal Sawant Bhonsle family still lives in
the palace and humbly shares interesting anecdotes with visitors on selected days. CHITAR TEKADI /CHITARALI GALLI/ RAGHUNATH MARKET Chitar means a place where paintings are done - Tekadi means a hill - Ali means a lane.Five red-tiled roof shops in Chitarli galli and Sawantwadi Lacquer wares run in Sawantwadi town together trying to keep going the famed Sawantwadi woodcraft tradition. The citizens are aware of the importance of Chitarli gully , making it easy for an outsider to spot the sloped market. Masks made of papier-mâchÊ, coloured wooden cooking sets for kids and fruit sets for home decoration are the main items on display at the shops, which rarely have a busy clientele. Many other products such as cheap wooden jewellery including bangles , bracelets are available there . These products have created high demand in local market.
THE CRAFT India has a splendid tradition and history of wooden toys since 5000 years. Toys are known as the timeless creation which guides children to adulthood. Wooden toy making is part of every state’s art and culture in India, but only few place work is most famous and followed as traditional craft from centuries. Among such states Sawantwadi of Maharashtra is also known for its amazing work in wooden toys craft. Sawantwadi is famous for its art and culture, popularly known for Ganjifa playing cards and wooden toys made from mango tree. The craft is traditionally done by the Chitari or Chitrakar community recognized by the king. These communities migrated from Karwada and settled in Sawantwadi. These families survived mainly by supplying handicrafts items to the royal families. Later other communities also adopted this craft because of its commercial success. Queen Satwasheela Devi continues the tradition even today, where many of the families are involved in Ganjifa cards and wooden toys making. The toys are made by assembling flat shaped solid wood. Seasoned wood is chiseled or carved into desired toy shape. The cutout pieces are finished on a sander, painted and assembled.
HISTORY Wood Craft has a history of around 300 years. It came into existence around 1627 and in the mid-20th century, the art fell into a decline and demand for the highquality work had virtually disappeared. The royal family of Sawantwadi, the 11 Bhosles, then took it upon themselves to revive the dying art of Ganjifa and Lacquerware wooden craft. They engaged one of the few remaining master painters to train young artists in the Ganjifa style and transformed the audience hall of their palace into a workshop. Focusing on quality while strictly adhering to the traditional methods and styles of the art, they were able to build a market for this revived art form and preserve an artistic tradition that was on the verge of extinction. Today, under the patronage of the Bhosle family, skilled artists continue to create one-of-a kind decorative items in the
vivid colors and unmistakable designs of an ancient tradition. From evidence which has come to light only recently, it appears that the Craft of Lacquer ware was introduced into Sawantwadi around the end of the 17th and beginning of 18th century. Lacquer ware of Sawantwadi can be broadly divided into three categories. Firstly, turned Lacquer ware, which is the craft of applying coloured lacquer on an object, which is turned on a lathe and polishing and buffering it by means of “Pandanus odorifer� (Kewda leaf). Secondly painting of floral borders and motifs on surfaces of objects. Thirdly painting of mythological figures on various surfaces The painting of floral boards of motifs, and mythological figures are done with water based tempera colours and are then covered with suitable finished in order to preserve and enhance their colour values.
RAW MATERIAL They mainly use three types of wood, Mango, Jackfruit and Pangara. They receive wood from the woodcutters in and around the nearby forests.
Mango Wood
Jackfruit Wood
Pangara Wood
Common Name(s): Mango, Hawaiian Mango Scientific Name: Mangifera indica Distribution: Tropical Asia and Oceania Tree Size: 80-100 ft (24-30 m) tall, 3-4 ft (1-1.2 m) trunk diameter Color/Appearance: Because of the spalting that is commonly present, the wood can be a kaleidoscope of colors. Under normal circumstances, heartwood is a golden brown, while other colors such as yellow and streaks of pink and/or black can also occur. Paler sapwood is not always clearly defined. Curly or mottled grain patterns are also common. Grain/Texture: Grain can be straight or interlocked. With a medium to coarse texture and good natural luster. Endgrain: Diffuse-porous; large to very large pores in no specific arrangement; solitary and radial multiples of 2-3; tyloses and heartwood deposits occasionally present; growth rings may be distinct due to the presence of marginal parenchyma; narrow rays barely visible without lens, spacing normal to fairly close; parenchyma may be banded (marginal), paratracheal parenchyma vasicentric, aliform (lozenge), and confluent. Rot Resistance: Mango is rated anywhere from moderately durable to perishable. However, Mango is also susceptible to both fungal and insect attack. Workability: If interlocked or wild grain is present, tearout is common when machining. Reaction wood may also be present, which can shift as it is being sawed, potentially causing binding on the blade. Has a fairly high silica content, and will readily dull cutting edges. Glues and finishes well.
Name: Pangara wood Scientific Name: Erythrina Indica (A species of Erythrina) Tree Size: 60- 66 ft. (15 to 20 m) in height. Distribution: Pangara wood, the most utilised Erythrina on the Indian subcontinent,is a coastal-strand, ocean-dispersed species.Erythrina can be found anywhere in the tropics or subtropical regions.Several species are limited to specific ecological zones. Features: The wood is too light and porous.It has high biomass productivity and is frequently used as a living fence, shade or support tree. Colour: Pangara wood is greyish white, spongy,lightweight and strong but not durable. Rot Resistance: No documentation Odour: No characteristic odour Work Ability: No documentation
Name: Jackfruit Tree Scientific Name: Artocarpus heterophyllus lam Tree Size: 30 to 40 feet (9-12 m) tall Distribution: Found in south and south-eastern Asia.Originated in south-western rain forests of the Western Ghats in the Indian subcontinents. India, Myanmar, Sri Lanka, China, Malaysia, Philippines,Australia, Kenya, Uganda, and Mauritius. Features: It has a lot of economic values. Can produce rubber.The largest fruit borne tree. Can produce up to two hundred fruit per y e a r . The National fruit of Bangladesh. Has medicinal uses also. A fomentation obtained from the leaves can be applied to the injuries and their juice can relieve the puffiness of the glands. Colour: Yellow brown in colour from inside. It also has some brown strips in between. The heart wood is yellow in colour while the sapwood has a pale yellow colour
COLORS
LAC Lac is the scarlet resinous secretion of a number of species of lac insects, of which the most commonly cultivated species is Kerria lacca.The leading producer of lac is Jharkhand, followed by the Chhattisgarh, West Bengal, and Maharashtra states of India. Lac production is also found in Bangladesh, Myanmar, Thailand, Laos, Vietnam, parts of China, and Mexico.Lac is harvested by cutting the tree branches that hold sticklac. If dye is being produced, the insects are kept in the sticklac because the dye colour comes from the insects rather than their resin. They may be killed by exposure to the sun.The use of lac dye goes back to ancient times. It was used in ancient India and neighbouring areas as wood finish, skin cosmetic and dye for wool and silk. In China it is a traditional dye for leather goods. Lac for dye has been somewhat replaced by the emergence of synthetic dyes, though it remains in use, and some juices, carbonated drinks, wine, jam, sauce, and candy are coloured using it. In Sawantwadi the 6 main colours of Lac have always been used and continue to be, but with the changing times and increasing costs, Lac has become rare and has been replaced with Water based powder colours. WATER BASED COLOURANTS Since the decline of Lac due to unavailability and rising costs, water based powder paints have been used. These are sourced from the nearby shops. They come in a wide array of colours, including the most commonly used in Sawantwadi- Fluorescent colours. But, the problem with these colours are they are toxic and not safe for children. This the craftsmen either don’t realize or deny.
LEP/CHIKKI This is made of Tamarind seed powder,clay and water. The ratio of tamarind to clay is about 80:20. This is used to smoothen the grain of the wood for easy painting.
FINISHING Touch Wood- Previously Lac, was enough to give the product a finished look, but now in the age of paints, varnish and finishing is needed. This too is sourced from the nearby shops.
TOOLS AND MACHINERY
L-R, First row: Circular Saw, Smoothener, Planar saw, CNC Machine, Hammer, Square File; L-R, Second row: Fret Saw, Smoothening Machine, Raapi, Lathe Machine, Sheet cutter, Chainsaw; L-R, Third row: Scissors, Planar Saw, Chisel Punch, CNC Machine, Drilling Machine, Compass, Round file
PROCESS 01
02
03
Wood is seasoned (Cut into smaller logs and dried to remove moisture)
04
05
The fruit is heated in a batti to remove any remaining moisture
Logs are cut into blocks in relation to the size of the fruit to be made
The block is filed down to the shape of the wood.
06
If any parts (like in cashew) are to be joined, that is done with nails
Lep is applied
PROCESS 07
08
Surface is made smooth using sandpaper or filer
Sun- dried for about 1-2 days
10
09
11
Fruits are kept for drying
Paint is applied
12
Touch wood/ varnish is applied
Packaged on plates or baskets with a plastic covering.
PROCESS
Wood is seasoned
Logs cut into smaller parts according to design
Cutting and Shaping is done using lathe;saw cutting, etc.
Form is marked on the block
Pieces are attached using nails and glue
PROCESS
Any irregularities in the wood are smoothened out
Primer is applied
Touch Wood/Varnish is applied
Colour is applied
Packing is done
C R AF T S
MA N
ARTISAN PROFILE
D P.
. KANEKAR
Owned by: P.D. Karnekar Managed by: Rajesh Karnekar (Son) Phone Number: 9422373050 Products Created: Toys, Stools Unit: • Created as extension of their house. Has 2 floors. • Lower Floor has storage and work machines. • Upper floor has more storage and painting unit. • Generally has 15-20 workers, but only 4 were present when we visited as others were busy in their other jobs in the agricultural field. Machines: Lathe Machine, Mechanical Lathe and work station, Common work table for small lathe machineries, Circular Saw, Chain Saw, Electric Planar, Horizontal Flat Bed Grinder, Wire Cutting Machine, Sanding Machine, Buffing Machine, Drilling Machine, Compressor for spray painting and polishing. Main craftspersons: Rajesh Karnekar Vijay Dataram Karelkar Vishu Bal-Krishna Pandit
CR
AFTSMAN DA YA
N
Owned by: Dayanand Dhuri Managed by: Dayanand Dhuri Phone Number: 9960347464 Products Created: Toys- Kitchen sets and Fruits
A
D ND
H U RI
Unit: • Part of their house, front yard used as unit. • Generally 8 em ployees, but only 1 present when we visited. Every activity is performed in the open. • No specific storage area. Machines at one side and rest is open space to sit and work on the floor. Has also started making small fruits with POP. Machines: Lathe Machine, Circular Saw, Horizontal Flat Bed Grinder, Wire Cutting Machine, Sanding Machine, Buffing Machine, Drilling Machine, Compressor for spray painting and Polishing Main Craftspersons: Dayanand Dhuri Smita Dayanand Dhuri Zai Dhuri
C R AF
TS M A
Owned by: Anil Dhuri Managed by: Anil Dhuri Phone Number: 9890509921 Products Created: Fruits and small toys
N
I AN
L DHURI
Unit: • In the backyard of their house. Temporary shed. • Created-renovation in process. Partitions created. • Internally for machines, raw material and work area. • Generally have 8-10 workers but only 2 were present. Machines: Lathe Machine, Circular Saw, Horizontal Flat Bed Grinder, Wire Cutting Machine, Sanding Machine, Buffing Machine, Drilling Machine, Colour Turning Machine Main Craftsperson: Anil Dhuri Ganesh Dhuri
CRAFT
SM A
Owned by: Amit Chitari Managed by: Amit Chitari Phone Number: 8390965634 Products Created: Fruits,Toys,Stationery, Customized Products, Jewellery
N
IT IT CH ARI M A
Unit: • Beside the residence. Large unit with separate • storage,painting, machinery areas. Has the newest • machines and is well-versed with technology • Owners have studied from JJ School of Arts in Mumbai (Amit Chitari and his wife). Generally have 20 workers but had none at the time Machines: Lathe Machine, Circular Saw, Horizontal Flat Bed Grinder, Wire Cutting Machine, Sanding Machine, Buffing Machine, Drilling Machine, Color Turning Machine, CNC Machine, Laser Cutting Machine Main Craftpersons: Amit Chitari Suresh Chitari (father)
MARKET RESEARCH SAWANTWADI MARKET SCENARIO
All major craftsmen have their own outlets who are there since decades. They have started various other modes such as online marketing , for export to other places . Currently these outlets have mixture of Sawantwadi products along with wooden products from China.This leads to focus on Chinese products as they are more advanced. Some of them sell it under the name of Sawantwadi products which is wrong. This leads to consumer distraction and hence they end up buying those Chinese products. They also sell wooden products of Channapatna and Saharanpur. These craftpersons work mainly for bulk orders. Also the Chinese market has started making the similar wooden
products, which are very cheap and not durable. They have even brought lot of innovation into the product but it is not similar to the product range of Sawantwadi. It is very different in terms of design and durability. People can easily make out the difference among the Chinese and Sawantwadi products. Still for commercialization craftsmen are keeping the Chinese products along with their products for sale. Government policies Multiple policies and schemes are available to help craftspersons. But, Sawantwadi is not recognized by the central government in their documents. MSSIDC recognizes the Sawantwadi craft but the help doesn’t reach the craftspersons.
It has a big product range ,at every stage of childhood, Funskool offers them a wide array of toys and games for them to choose from.
INTERNATIONAL AND NATIONAL BRANDS
COMPETITIVE STUDY
FUNSKOOL
Funskool’s range of products is a blend of art and science - they have been aesthetically created with exciting colours and designs that would delight children. They are also very scientifically thought out, so as to improve various skills and functions, from hand-eye coordination to problem solving skills, from reflexes to colour and shape recognition. They also bring indigenised ideas to young India, providing Indian perspective to learning process. Handycrafts : Locally developed arts and crafts find their true Indian expression with this brand from Funskool.
HAPE, Germany
UNCLE GOOSE, U.S.A
Hape have divided their product range into various categories like Home ,Education, Push and Pull Toys etc ,which makes it easier to navigate the product range and identify the product.
It is famous for making block toys. They have figured out a specific area of toys and they are creating new designs within that category, which are toys with wood blocks. Their toys are mainly educational toys which are made on wooden blocks.
Almost all the product have a story line behind them which creates a high memorability quotient for the product and branding as well. They have their own well designed website to sell their products .The paints and the finishes that they use are harmless to users and over all they are bothered about the planet in their practices and use of resources. This creates a safe image of the brand in the eye of the users. Time to time they have maintained the quality, safety and sustainability standards.
Uncle Goose has a brand mascot which is designed keeping in mind the tastes and likings of children. All the toys have a name and a detail description of what and how does that toy educate the kid. The educational blocks are made in more than 20 languages, wherein they can provide toys to kids of different nationalities throughout the world.
COMPARATIVE ANALYSIS Sawantwadi toys can take inspiration and introduce different categories, have a wider range of toys as well. Creating a storyline behind each product would attract consumer attention as well. Although, some craftspersons have websites, a collaborative effort is needed. Safety and toxicity has to be kept in mind by the artisans. A brand mascot could help the artisans as well. Scientific toys can be added to their product range.
INTERNAL ISSUES
Crasftperson in this area are not interested in doing innovation in their products , they are continuing with age old designs which are outdated right now , they don’t have any particular USP which differentiates their products . They are using hazardous materials like paints for their products which is ultimately reducing the value, cost and authenticity of the craft . The competition between the craftpersons is not healthy . They don’t want to work together . this ultimately is not letting them to form cluster . They don’t care about the government initiatives which are being introduced for them . The are not keen in surviving the craft but in earning that’s why they sell China made products and wooden products from other parts of India. They are not ambitious and business oriented specifically for their Sawantwadi wooden craft.
SWOT ANALYSIS Strengths 1. Lightweight products 2. The wood required to produce toys is available in the surrounding area 3. Specialty in wooden fruit making which resembles like actual one 4. Sustainable products, there is less chances of breakage. 5. Product is not perishable and can last for many years. 6. More demand during the festival seasons . 7. High quality skill set
Weakness 1.Quality issue: There are holes in the wood which needs to be removed before colouring the product, but this is not followed by artisans properly which leads to visibility of holes after some period. 2. Seasonal market: Most of the sale happens during the festival, where fruits are used for decoration purpose and for rest of the period the market becomes dull. 3. Threat from products of other region like Andhra Pradesh, Tamil Nadu and even China: There are many wooden products present in the market, which are not from Sawantwadi. These products form the major part of the total sales, hence has more visibility in the market than the traditional product. 4. No marketing: The marketing and promotion form this craft is not done properly. No brand building activity is carried out for more reach of products. 4. No marketing: The marketing and promotion form this craft is not done properly. No brand building activity is carried out for more reach of products. 5. Technology used: The machines used in cutting and lathe machines are not of high standard. 6. No uniformity in pricing: The products are sold by different retailers at different prices leading to confusion. 7. No checking of quality: To increase the production rate, mostly unseasoned wood is used. No quality parameters are in place to control that. 8. Children of craftsperson not interested in the craft. 9. Toxic and hazardous paints used. 10. No design innovation. Don’t take risks.
Opportunities 1. The toys market has huge potential, specifically toys used in education. Many schools use various toys to help children understand the concept nicely. A tie up with schools will ensure constant order to manufacturer’s. 2. There is a huge sales potential in the export market. 3. Formation of Cluster 4. Luxury Sector is an untapped market. 5. E-commerce can help 6. Collaboration with designers or brands. 7. Sale in small Government store or co-operatives 8. Can apply for a GI 9. Availability of the bamboo region can help develop products with a new raw material.
Threats 1. Regulation on the tree cutting can lead to increase in prices of wood 2. More import from Chinese toys will be a real threat to domestic market; also there is stiff competition from plastic toys manufacturers, which are comparatively cheaper. 3. The new generation is moving away from craft and the traditional fruit making art is on the verge of dying 4. People are buying physical toys less in lieu of digital media.
CRAFT & AREA
Sawantwadi
IMAGE
HOW OLD
COLOR SCHEME
WOOD USED
300-400 years old
Fruits, Kitchen Sets, Stools, Others: based on orders
Before: 6 colours of the Lac Today: Flourescent colours and original fruit colours
Pangara, Jackfruit, Mango
400 years old
Dolls of humans, Gods and animals
Bright, Primary colours
Tella Poniki
400-500 years old
Various toys like cars, dolls, games ;keychains, home utility products
Bright colours with a brownish tint
Ivory-wood, rubber, sycamore, cedar, pine and teak
Sindhudurg, Maharashtra
Kondapally Toys
PRODUCTS
Krishna District, Andhra Pradesh
Channapatna Toys Channapatna, Karnataka
SUGGESTIONS 1.Forming a cluster : Increase the competitiveness of the cluster by integrated use of design and technology to design products aimed at meeting the needs of the market based on digital economy and globalization for encouraging economic growth 2.Creating categories and innovative products with design and research in mind. 3.Development of enterprise networks and business linkages as under: •Creating a Brand •IPR protection •Packaging •Craft Tourism •Corporate Tie-ups •Visit to fairs and exhibitions (national and international) •Creation of a catalogue for marketing products •E-commerce and Website development
4.Safety and Environmental Responsibility : •Quality: The craft needs to be put under strict quality standards and regular quality checks should be maintained which will lead to trust building among the customers. •Safety :The toys should be manufactured in compliance with all current International Safety Standards. 5. Working conditions: The cluster should focus and offer humane working conditions in the cluster members in their own production plants . The cluster should deal with their employees in a correct and proper manner and offer them a safe and healthy working environment. The cluster should monitor their practices on an ongoing basis to ensure that we comply with all regulations relating to working hours, minimum wage, safety within the factory environment. 6. Export Market: Complying to International and standards. Also, adapting to international needs and colours preferences.
DESIGN PROCESS RESEARCH AND CONCEPTUALIZATION
Explorations Product Catalouge Product Specification Our process: Observation and research about process Brainstorming and Mind mapping Design detailing Talk with Artisans Design Modified Material selected Product physically created Finishing
EXPLORATORY SKETCHES
PRODUCT CATALOGUE We have designed 16 products in 4 categories. The collection takes inspiration from the place itself, its people and the beautiful craft of making wooden toys. We have designed products that could possibly expand the range of the craftsmen there while still using the same skills, same materials (sometimes even waste materials), same tools and machinery. This is because the problem we noticed was redundancy. The four collections we’ve created areMohak- Luxury Products Zany - Quirky Products Laabh- Utility Products Glee- Children’s Toys
MOHAK Fit for a king, these products demonstrate how simple wooden products could look like something out of a luxury store. Follows the colour scheme of gold and black while still keeping the wood colour intact to give a premium feel.
CALLIGRAPHY PENS A set of calligraphy pens that suit the high class artist. Made to be something the consumer would want to show off, decorate his/her house with. Using a lathe machine, a skill the craftsmen of Sawantwadi are great at, the shape has been achieved. It fits the consumers hand perfectly and looks like something a king would use. This is perfect for production at Sawantwadi because they have a lot of waste wood strips that they eventually throw and something that looks like a luxury product could demand a premium price as well.
ONE LAYER BOX A simple addition with the calligraphy pens, the box is a carrying case to make carrying the pens easier but not losing the premium look of it. It also follows a royal colour scheme and the velvet just adds to it. When opened the pens can be placed inside or the top/lid can be used a stand while the consumer uses the products.
THREE TIERED BOX The box is made to keep the calligraphy pens along with an ink container and some cloth/papers, the opening of this box is its most interesting feature. A simple pull action opens the box to unveil 3 storage areas, two smaller ones on the top for ink and papers while a larger one at the bottom for the pens themselves. It is lined with velvet to protect the products and not lose the premium feel when opened.
DIARY This diary is perfect for journaling and people who collect diaries. With a beautiful laser cut cover and the ingenious piano binding, it could enhance the look of any collection. A great table top accessory, it could also double up as home decor. The papers inside, cartridge sheets, are good for sketching, painting and writing as well.
CASE FOR HOTELS this product has been made keeping in mind rooms in luxury hotels. Each room has a menu, some numbers and information. This diary will contain all of that while promoting the local Indian Crafts to tourists. One side will have a bound menu/information booklet. The other side will have pockets that can carry tourism brochures, small stationery, information brochures, etc.
ZANY Designed for a younger audience, this collection gives a quirky twist to everyday products, something that could be sold in collaboration with brands such as Chumbak and The Souled Store. Right now, none of the products at Sawantwadi target a teen-young adult-early 20’s audience. This would be a fresh change. It uses the already used colour scheme in Sawantwadi (bright colours and natural wood) but makes it fit the modern home.
EARRINGS Made for the modern, chic Indian woman, these pair of earrings is minimalistic. They could suit anyone and go with any outfit, Indian or western. This pair has been laser cut by Mr. Amit Chitari at his workshop in Kolgaon. The process of laser cutting was truly mesmerizing and shows how far the craftsmen can go in Sawantwadi if they agree to adopt technology.
CUTLERY STAND AND COASTERS Inspired by the wooden puzzles available in Sawantwadi, this coaster set is easily convertible to a cutlery stand. Quirky and unique, it would add life to any dining table. Since its multi-use and can be stored flat, it would be convenient and easy to use. The joineries work just like how a flat puzzle would.
STOOL Directly inspired from the colour palette of the famous Sawantwadi fruits, this stool would easily fit into a colourful home. This could be used as foot stool or a floor seating arrangement or as a low side table as well. The surface has been made black so it doesn’t look dirty and a flat coloured surface is available. The legs have been made using the disposed parts of a baby stroller, rolling pin and toy horse. We’ve designed this to reduce their waste and use the material indigenously.
BUTTON The buttons have been to be fit on a winter coat or jacket. The same old neutral coloured coat can be given an edgy twist using these buttons. The colour scheme is inspired from the fruits but still stays true to the wooden texture. It could brighten up any dull winter morning and give a breadth of fresh air.
UTENSIL MAT These raw-looking, wilderness inspired mats could bring a touch of nature into any home. These have been made using the waste logs that the craftsmen usually disposed off (the ends mostly). The logs were cut randomly and the texture was kept intact for the feel. It gives a very rustic and unfinished look but is still glossy and shiny.
GLEE As the name suggests, these are happy, “gleeful” products for children. Games and toys are a very important part of a child’s growth and we’ve tried to enhance this process. Sawantwadi is also famous for its toys and these would just add to diversity of the products available while giving it a modern touch and feel. We’ve also utilised premade fruits so that the craftsmen can use their previously learned skills.
MEMORY GAME Match It! :Inspired by the fruits in Sawantwadi and again, all the waste material they have over there. The board is a simple plank with grooves and the 16 game pieces are made of a waste cylinder. Two pieces have the same graphic on one side (vectors inspired from the fruits sold there). A manual has been provided with it. It is aimed towards children from the ages of 5 years to 10 years.
FRUITS ON A STICK To change the look of the fruits available at Sawantwadi, we changed the colour scheme to be very minimal and mostly just one colour. It is a puzzle game which aims at building a complete fruit on a stick. Each fruit has 3-5 pieces, like in a jigsaw, and the child is supposed to stack them onto the stick in order.
FRUITS WITH ALPHABET For the prototypes, we’ve made 5 fruits but the aim of this game is to make 26 alphabets with 26 exotic fruits. Each alphabet will have a corresponding fruit like A for Apricot and the fruit opens up to reveal the alphabet. The aim of the game is for the child to join the two pieces of the fruits and match the alphabet.
LAABH The direct translation of Laabh in English would e profit. By this collection we want to demonstrate all the advantages a consumer would get by using better designed products. These products are very utilitarian based and fit the consumers perfectly.
ERGONOMIC BRUSH This brush is made to fit the hand perfectly with proper changes in thicknesses along the length of the brush. The space for the finger tips is smaller and the palm is larger. The distance between the brush tip and hand is always maintained. It is made according to average measurements.
CALENDER This calendar is designed to fit the small workspaces of today’s times and look perfect with a minimalistic dÊcor. Each piece has two months (front and back) which can be changed accordingly. The stand has grooves to fit pieces individually. The back stand gives support and provides a visual background.
BIBLIOGRAPHY https://en.wikipedia.org/wiki/National_Institute_of_Fashion_Technology http://www.india-crafts.com/games_toys_dolls/traditional_toy_making_india/ https://en.wikipedia.org/wiki/Kondapalli_Toys http://www.craftandartisans.com/dolls-toys-of-rajasthan.html https://www.holidify.com/places/sawantwadi/ http://www.kokansearch.com/other/english/other_places/sawantwadi_palace_sindhudurg/ http://14.139.111.26/jspui/bitstream/1/55/1/Semiotic%20Study%20of%20Wooden%20Craft%20 of%20Sawantwadi.pdf