BLOCKPRINTING

Craft cluster
Group members:
Aditi soni
Rajvee parmar
Sanjeet singh
Saumya gupta
Mukesh dhruve

 To study blockprinting tehnique of gujarat in depth

To find out the gap areas from where we can intervene
and how we intervene
To understand the consumer preference of blockprinting over
screen printing

METHODOLOGY
Research Design:
The research will be descriptive and exploratory both. The
research will focus on analyze gap areas between
manufacturers, retailers and artisans

Data Sources:
The research will include both primary and secondary sources
of data.
Secondary data will include the introduction to the
blockprinting in gujarat . The data will also include product
retailing activities and process, the key issues and challenges
faced by the blockprinting

Sampling design:
Sampling Frame
The research will be conducted in Ahmadabad.
Convenience Sampling:
The research will be conducted at the convenience of
locating the target audience i.e. females who are in the
sample size of the research.

Sample Element

SUPPLY CHAIN FOR BLOCKPRINTING

CRAFT
SEGMENT

CRAFT ART

MANUFACTURERS

ARTISANS/
CRAFTSMEN

PRODUCTION

INDIVIDUAL
WORKPLACE/STORE
S

RETAIL CHANNELS

GALLERY/
PERSONAL STORES

KEY CUSTOMERS

HIGH INCOME
CLASS

manufacturers
Fakruddin printing & dyes fakira prints

Raaga blockprinting- sheril sharma

Problems faced by
manufacturers
No innovation in product
development
Manufacturing skill gap- gap in
workforce retirement age
Health care costs
Shortage of skilled workers
Risk factor new workers and
investing in technology
Reducing vocational education

 They are the

masters in
art , since
they are
following the
art from
generations
In-house
production

STRENGTH

Gap in
workforce
Innovation
No well
known
handicraft
brands
Low
perceived
value

WEAKNES
S

Newly
entrepreneur
s are getting
linked with
craftsmen to
give them
platform

OPPORTU
NITY

International
companies
are taking
over art and
giving
artisans a
platform to
collaborate
with them
Lack of
developed
channel

THREATS

TOWS
MATRIX

EXTERNAL
OPPORTUNITY
(O)
New
entrepreneurs are
linked with
craftsmen to give
platform

EXTERNAL THREATS
(T)
International
company are
taking over
craftsmen to give
them good scope
Lack of developed
channel

INTERNAL
STRENGTH
SO
ST
(S)
maximaxi They are masters
maxii
mini
of art with
strategy
strategy
inhouse
production
Use strength to minimize threa
use strength to maximize opportunities
INTERNAL
WEAKNESS
(W)
WO
WT
Gap in workforce
maximaxi Innovation
maxii
maxii
No well known
strategy
strategy
brands
Strategies that minimize
Strategies that minimize
weakness by taking
weakness & avoid threats

Results
SO maxi-maxi strategy
Identify new markets & customers
Business planning promotional plan, packaging, advertising &
marketing strategy
Product promotion- advertising, catalogue, media, fairs &
exhibition
ST maxi-mini strategy
Since they are masters, should also target international markets
as their customer to develop a channel
WO- mini- maxi strategy
Lack in training, innovation, awareness an entrepreneur can help
them with educating & improving entreprise image
WT- mini- mini strategy
Innovative product design and gaining more knowledge

Problems faced by artisans

Difficulty in developing new designs due
to lack of skills
Challenging to buy raw materials at
affordable prices
Production is seasonal
Lack of financial capability to upgrade
technology in production
Lack of interest by other generation
Bargaining power

STRENGTH
Future handmade craft
survivals

WEAKNESS
Experimenting with new
concepts and develop
innovative design
Research & development

SWOT
OPPORTUNITY
Most of craftsmen getting
associated with NGOs to
promote their products or
either with designers

THREATS
Since they are not
educated, not aware of
design registration
Insecured future

suggestions
design registration should be done, that
means whatever designs any artisan has
introduced on item should be registered and
no one can copy it
For improving the quality of the products R
and D is a must. Many more new items and
new designs can be developed with the help
of R and D.
master designers may be invited to the design
centers to render guidance to the craftsmen.