NCDPDConcept note on DEMAP.....

TABLE OF CONTENTS

NEED ..................................................................................................................................................... 3 MODUS OPERNADI / PROPOSED STRATEGY ............................................................................. 5 Eligible Trainee Designers?.................................................................................................................... 5 Eligible Design Institutes ......................................................................................................................... 5 Course Duration..................................................................................................................................... 6 COURSE CURRICULUM .................................................................................................................... 6 Students will be exposed to actual production and manufacturing setting with select export companies and/or cluster. ...................................................................................................................................................... 9 TARGETED PRODUCT CATEGORIES & NUMBER OF EXPORTERS & TRAINEE DESIGNERS ....................................................................................................................................... 10 MAJOR OUTCOMES ......................................................................................................................... 11

NCDPDConcept note on DEMAP.....2

BACKGROUND
With an objective to create a new set of design skills in the Indian Handicraft Sector NCDPD is going to organize Design Mentorship Activation Programme (DMAP) on regular basis. In the present scenario the usage of the design & product development services on constant basis by Indian handicraft exporters or the craft persons is negligible or in a nascent stage. One of the major reasons envisaged is the lack of availability of new set of design skills and designs in the industry. The reason for the same is that there is no continuous inflow of the new designs, patterns, weaves, technologies and research in the handicraft sector. The handicraft sector is almost stagnant in absence of targeted research and development.

NEED
Presently there is lack of industry oriented design skills in the country. No provisions for on board industry training to final year design students or recently passed students in the handicraft sector like other sectors under the supervision of experienced international & national designers. No linkage between handicraft exporters & design institutions. No design institution provides structured handicraft oriented design apprentice to the design students No specific course curriculum with any design institute for handicraft cluster / exporter oriented. Designers not prefer to choose hard goods as their career options due non familiarity with the clusters/ products/ techniques/ medium. The sector not able to employ the designers either full time or part time due to lack of accessibility.
NCDPDConcept note on DEMAP.....3

Overseas importers do not categorized the handicrafts sector as design driven as compared to China, Philippines, Thailand, Indonesia, Vietnam etc. The Handicraft Exporters due to the lack of design skills normally do not employ the designers either full time or part time. As a result the overseas buyers / importers do not categorized Indian handicraft sector as design driven as compared to China, Philippines, Thailand, Indonesia, Vietnam etc. Today the markets both the niche & growing Indian retail markets as well as the overseas markets are completely customer driven and that too country wise ,age group wise and wealth wise. There is a sizable gap between the availability of industry trained design manpower and their acceptability to the exporters as well as to the sector at large. The present Approach mainly focuses on the measures for creating industry trained Design Manpower for the different product categories of handicraft sector viz. Art metalware, Wooden Handicrafts, Imitation Jewellery, Hand printed Textiles, Shawls etc. including 5 Theme based generic clusters viz. Needle Crafts, Tribal Crafts, Natural & Eco friendly Crafts, Festive Decorations and Christmas Decorations.

NCDPDConcept note on DEMAP.....4

MODUS OPERNADI / PROPOSED STRATEGY

To achieve the same an industry & market driven approach has been envisaged by NCDPD for providing continuous research and development programmes by way of acquiring new set of skills through new & budding designers under the guidance and supervision of Sr. International / National designers and linkages with trade, industry and clusters. These designers after orientation under the supervision of senior international & national designers at NCDPD in different areas shall be deployed with the industry and clusters to work with exporters and SHGs under the guidance of experienced NCDPD designers with an objective to provide complete awareness for creating an environment conducive to changing design pattern, market linkages, research and development of new set of designs.
[[

Eligible Trainee Designers? Final year students of reputed design institutes eligible as per the course curriculum for undertaking industry training. Passed out design graduates from the premiere recognized design institutes. The identification of Apprentice designers shall be made by the Design Institute in consultation with NCDPD. Eligible Design Institutes NIFT, NID, PEARL ACADEMY OF Fashion, Recognized school of Fine Arts Other premiere design institutes recognized by AICT / UGC / CSIR / State Govt.

NCDPDConcept note on DEMAP.....5

Course Duration Each batch shall consist 50 designers for a period of 6 months Project shall be implemented for 1 5 years Out of six months of DAMP, the intern shall be deployed for the period of 4 months with the handicraft exporter (Registered member exporter of EPCH / NCDPD). For last two months the intern is to be associated with the SHG / NGO as per the recommendations of the O/o DC(H) at the clusters.

INDICATIVE COURSE CURRICULUM

Design Mentorship Activation Program Design MAP is an intensive exposure and immersion program for passing out university design students into the industrial design industry that focuses on handicrafts for world exports and local retail. Design MAP aims to provide design students : - Industry Exposure - Grounding through apprenticeship & mentorship - Infuse socially, culturally and environmentally responsible design training - Professional development of apprentice designers

NCDPDConcept note on DEMAP.....6

PHASE-1 PRE-MATCHING OF INTERESTS: 1. Design SOFTGOODS Fashion Design (costume jewelry, bags, handmade embellishments) HARDGOODS (Houseware & Furniture and Accessories) GRAPHIC DESIGN and PUBLICATIONS IMAGE BUILDING AND BRANDING EXHIBITIONS, INTERIORS and STORE DESIGN VISUAL MERCHANDISING AND FASHION SHOW STYLING 2. Marketing/Promotion Design Research Marketing Collateral Designs/ Lay-outing 3. Fair Set-up Exhibition Design and Layout (including planning and designing Stand Planning and Design Booth Design Visual Merchandising Fashion Show Presentation Eco-Green Design Community Volunteer Workshops DESIGN MENTORSHIP ACTIVATION PROGRAMME 1. Pre-requisites Course Curriculum Art and Design in Industrial Design Context -Global Bench Marking with focus on contemporary design handiworks
NCDPDConcept note on DEMAP.....7

-Design Thinking Processing -Innovations and Design -Advanced digital design tools
[

2. Hard goods Design Curriculum -Range Collection Development - International Product Standards -Material Manipulations -Designing for Exports 3. Soft-goods Design Curriculum -Range Collection Development - International Product Standards -Material Manipulations -Designing for Exports 4. Graphic Design and Publications -Concepts in lay-outs -Copywriting -Design and Trends research -Digital aided design 5. Exhibitions, Interior s and Store Design-Concepts in lay-outs -Advance planning methods in stand and space planning design -Design from a client needs versus wants -Digital methodology 6. Visual Merchandising and Fashion Show Styling -Windows to Creative Merchandising -Scamper Methodology -Fashion show presentation concepts, systems and styling
NCDPDConcept note on DEMAP.....8

PHASE-2 PRACTICAL TRAINING Students will be exposed to actual production and manufacturing setting with interest matching program with select export companies and /or cluster. Culmination Phase Students will be exposed to actual production and manufacturing setting with select export companies and/or cluster.

NCDPDConcept note on DEMAP.....9

TARGET PRODUCT CATEGORIES, NO. OF EXPORTERS & TRAINEE DESIGNERS

Sl. PRODUCTS NO. 1. ART METALWARE Moradabad 5 Delhi -5 2. WOODEN HANDICRAFTS / FURNITURE Jodhpur - 3 Saharanpur - 3 Delhi -2 Tamil Nadu(Chennai) 1 Karnataka (Bangalore)- 1 3. IMITATION JEWELLERY Delhi / NCR - 7 Jaipur - 3 4. HOME TEXTILES / HOME FURNISHINGS Delhi / NCR - 5 Jaipur - 2 Narsapur - 2 Kolkatta - 1 5. CHRISTMAS DECORATIONS / GLASS Firozabad - 5 Delhi -1 Moradabad - 2 Khurja -2 10 10 NO. OF EXPORTERS 10 NO. OF TRAINEE DESIGNERS 10

10

10

10

10

10

10

NCDPDConcept note on DEMAP.....10

STIPEND / WORK ALLOWANCE

The selected young designers shall also be provided suitable stipend / work allowance.

MAJOR OUTCOMES
New set up of skills shall be developed in the handicrafts sector to meet the WTO post regime with free markets. First ever attempt to introduce Research & Development through DAMP Unique opportunity for the fresh design graduates to work under the guidance & supervision of international industry oriented senior designers. The possibilities of the absorption of the designers shall be 100% since they shall understand the products, requirement etc. of the exporter as well as the overseas buyers more than any new incumbent. Design, product development, visual merchandising, showroom

designing/window dressing etc. by the handicraft exporters is in very nascent stage such exercise shall go away in achieving the target of doubling the exports. More livelihood to artisans due to more export orders. Market linkages and availability of new set of design skills at the clusters. ************************

NCDPDConcept note on DEMAP.....11