PONDURU PPT

8/10/2019 PONDURU PPT

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OBJECTIVES

Objectives

– To study all realms of Khadi and its most cruciaPonduru

– Devisin strateies that u!lift the cluster

Scope

– This research com#ined sudies from literature and readins a#out surroundin areas focusinPonduru clusters manufacture and !rice their !



&ESE'&C( )ET(ODO*O+,

• Type of research: Descri!tive – Pre!arin research- data collection and studyin all as!ects of K

.Ponduru s!eci/c0 cluster%

• Primary Data collection: – Self1orani2ed 3uestionnaires for measurin customer !erce!tio

artisans 4no$ ho$% 5uestionnaire $ith a sam!le si2e of 67 8 6 r

• Secondary Data Collection: – The information on Khadi Clusters !u#lished in maa2ines- on in

overnment !eriodicals- start1u! 9ournals and re!orts or other resources- etc%



*ITE&'T&E &EVIE;

“Ponduru khadi may become etinct!

By K% S&I&'O

Ponduru 4hadi- famous the $orld over- may not #e for future enerations as $eavers are shiftin to oth

!rofessions% The reasons:

– *ac4 of encouraement from the State overnment

– ;or4ers are fed u! $ith meare $aes1#et$een &s%=7!er day



DEVE*OP)E<T O? C*STE&

• The +overnment of 'ndhra Pradesh has identi/ed si@ indu

clusters for develo!ment under ʺIndustrial Infrastructgradation 30 Schemeʺ.

– Pharma Cluster

– 'uto Com!onents Cluster

– )arine ?ood Processin Cluster

– Po$erloom Cluster – *eather Cluster

– Precision Enineerin Tools and Com!onents

•?ourteen more clusters are in the !rocess of develo!mentassistance of the Develo!ment Commissioner Small Scale

.DCSSI0%



C*STE&: S&IK'K*') DIST&

• Sri4a4ulam District formerly 4no$n asChicacole- $hich is located in thee@treme <orth eastern District of 'ndhraPradesh%

• Sri4a4ulam District $as carved out inA67 #y #ifurcatin it from

Visa4ha!atnam District

• The total area of the District is 6>s3Kms



OVE&VIE; O? PO<D& VI**'

• Ponduru is a villae and

)andal head3uarters inSri4a4ulam district of 'ndhraPradesh- India%

• It is 4no$n as the land $herethe /nest 4hadi is $oven%

• Khadi from Ponduru is famousamon Khadi lovers of theentire country%

• Khadi from this reion ise@!orted to various countriesli4e 'merica- Denmar4- Ja!an

and S$eden%



OVE&VIE; O? PO<D& VI**'

• Climate

– &elatively moderate throuhout the year%

• Population – )ale !o!ulation F AG6

– ?emale !o!ulation F AG6%

– Total !o!ulation F =>%

• Connectivity – Connected #y road and rail%

• "an#ua#es – Teleu is the most $idely s!o4enlanuae% (o$ever- there are a fe$ in themain villae that can communicate inEnlish%

• $eli#ion –(indu is !redominareliion follo$ed%

• "iteracy –)ale literacy rate F

–?emale literacy rate

– Total literates F=6

• %ducation – They send their dsons to near#y s!rovide !rimary an

education%



P&ODCT &'<+E

Sarees

Dhotis To$els

(and1$oven Khadi

Sha$ls

(and4erchie&ed cotton fa#rics?ine Khadi ?a#rics



,'&< P&ODCTIO< P&OCED

• Cleanin .Volvo /sh 9a$ com#in0

• +innin .$ood rollerhand0

• Parallelin .Jhadu tilla0

• Sliverin .dhanush0

• S!innin .Char4ha0

• (an4erin .revolvin = stic4 structure0



)'&KETI<+

•

The '?KKS .'ndhra ?ine KhadiKarmi4a#hivrudhi Sanham0 hasA= retail sho!s and su!!lies$holesale oods to other stateassociations

• They 9ust have one retail outlet inPonduru itself and mar4et a ma9or!art of !roducts throuh 'PCO-!rivate e@hi#itions and locals



+OVE&<)E<T PO*ICIES

• The KVIC !rovides dierent schemes under $hich they iv

– &s% 6-777 to those families $ith a mentally challenge

– &s% 7-777 to the family of a $eaver $hen he dies a ndeath

– &s% 67-777 to the family of a $eaver or s!inner if theyaccidental death

• The group insurance !olicy iven #y the overnment start!rovides &s% A77 !er month for every child in class 1A totheir school fees



)'&KETI<+

• 's !er a recent article in Lmoneycontrol%comM thePonduru Khadi is La status sym#olM% The cluster are theonly (ill Cotton !roducers $hich is their #iest SP

• In article in the LTimes of IndiaM says NKhadi, once thedowdy sartorial symbol of India's independencemovement, is now trendy and makes the cash registers

ring” • Be it #rands li4e Fabindia or online iants li4e Jabong-they are all introducin Khadi into their clothin line%

•'nd the latest am#assador for 4hadi- Prime )inister<arendra )odi

&'T'$%: (O) C*+ T(%, -*$.%TT(%-S%"/%S 0%TT%$1



?I<'<CE '<D COSTI<+

• COST2+3

– The han4s are not sold to the outside !eo!le they athe !eo!le of their society only% The

costin therefore is a!!lied only to the /nal $oven clo White otton is costlier than !ed otton

– ?or White otton the !er meter cost ranes from &s%G

count0 to &s%67 .>7 count0 – ;hereas for !ed otton- the rane starts from &s%7count0 to &s%= .6> count0

The Total Production Cost = Yarn Cost !agPreparator" Cost #li$e !arping Cost% etc.



?I<'<CI<+ '<D COSTI<+

• The cluster ets ma9or /nance in lieu of +overnment aid

's !er an article in 'The (indu)- KVIC #*hadi and +illage Industries Cosanctioned &s% A crore to !romote the Ponduru Cluster

• )*3%S

– ?or "achine#made (an4s- the $aes !aid come u! to a#out !s$% per &and#made

(an4s it is around !s$( per hank

–

On a normal day- the $eavers sit do$n and simultaneously $eave arotoether- for$hich they are !aid around ),***+# rupees% The situation is so rim tha

$eavers sit toether and $eave- they $ill have to share these 771 ruthemselves

– The $eavers on a rouh estimate earn around -7771 ru!ees !er monbonus is

added it #ecomes a#out =-7771 ru!ees every month



S;OT

ST$%+3T(S

• Very ood em!loymento!!ortunities

• )a9or em!loyment of $ea4er sectionof the society 1 minimal investment

• O!!ortunities to the artisan toe@!ress their creativity and s4ill

• se of local ra$ material

• Sentimental value related to theinde!endence strule

• Environment friendly !roducts

• O!!ortunities for investment

)%*.+%SS

• *o$ technoloy level

• <on orani2ed 8 structured#ased

• *ac4 of information 8a#sendesins accordin to mar4e

• *o$ !roductivity

• *ac4 of innovation in !roduc

• Inade3uate r8d in!uts

• *o$ $aes

• Inade3uate su!ervision duri

• Poor- unhyienic $or4in co

• Im!ro!er machine desins



S;OT

OPPO$T'+2T2%S

• Sco!e of im!rovement in desin8 technoloy

• Value addition throuh im!rovedchemical 8 mechanical /nishinat central level

•

O!!ortunities in arment desins• Sco!e of e@!orts

• Sco!e of im!rovement inmar4etin stratey

T($%*TS

• <o com!arison $ith

• E@!loitation of artisamiddle men

• +lo#ali2ation

•

*ac4 of enthusiasm #eneration due to laro$th- !oor remune$or4in condition



2-PO$T*+C% O& 2P$

Clear identi/cationof the IP

nam#iuous titleto the asset

)ar4et sharesu!!orted #y- or asa result of- the IP

*eal rihts andrestrictions-com!etition-

#arriers to entry-

and ris4s associate$ith the IP

Product life cyclesand !ositionin

(istorical ro$thand !ros!ects for

the future

5ualitative and

3uantitativecharacteristics of

the IP

Earnins ca!acityand !ro/ta#ilityrelatin to the IP



&2S( 0O+% *DDS S(2+% TO PO+D.(*D2

•

To #ein $ith- the indienous cotton is cleanedand com#ed $ith the 9a$ #one of the valua /sh inorder to straihten out the /#res and removeunusa#le- shorter /#res

• It is used to clean the cotton- ivin it a !articularshine that is not lost even after the $hole !rocess

of $eavin%• ?ish #one is $hat turns the cotton to soft and sil4y-

it is said% But not any ty!e of /sh #one is used forthe cleanin%

• ;ith this cotton is not only cleaned thorouhly italso ets a shine that does not fade%



.(*D2 D%S%$/%S -O$% T(*+ 3%O3$*P(2C*" 2+D2C*T2O+ P

• Khadi is not !roduced in one !articular territory of India- de/nin its territorial limits of !roduction is diQcult%

• 's Khadi $as #ein !roduced even #efore IndiaMs Inde!eis not limited to India alone% Pa4istan and Banladesh shainterests in !roducin Khadi%

• The Khadi and Villae Industries Commission .KVIC0 is m

the eort to !rovide ainful em!loyment to the rural masalso !rovidin /nancial and other assistance for this !ur!

• '!art from this- in 7A $ith an aim to !rovide a uni3ue the #rand LKhadiM in domestic as $ell as international maPrana# )u4her9ee had launched the LKhadi )ar4M-



O&+'<IR'TIO<'* ST&CT&



P&OB*E)S IDE<TI?IED

*ac4 of mar4etin and coordination $ith #uyers and retailers%*ac4 of 3uality dyein of yarn and fa#ric*ac4 of variety in the !roduct line%*ac4 of funds for the develo!ment of the craft*ac4 of encouraement and motivation*ac4 of facilities at the !roduction centersPoor livin conditions of the artisans%



./2C '+2T



SO&CI<+SO&CI<+



.(*D2 *+D /2""*3% 2+D'ST$2%CO--2SS2O+ 4./2C5

• KVIC is entrusted $iththe tas4 of !rovidin/nancial assistance toinstitutions andindividuals fordevelo!ment and

o!eration of Khadi andvillae industries anduidin them throuhsu!!ly of desins-!rototy!es and othertechnical information%



Cluster Survey

-*6O$ *3% 3$O'P: 6 years and a#ove

&*-2", 0%2+3 T(% P*$T O& T(% C$*&T: more than A7 yearsD%P%+D*+T -%-0%$S: around =

&'T'$% 3%+%$*T2O+ 2+T%$%ST%D 2+ T*.2+3 'P C$*&T: <o

P*$T O& * SOC2$T, : ,es- 'ndhra ?ine Kadhi Karmi4a#hivruddhi Sanh

ST$'CT'$%D O$3*+2S*T2O+ (%2$*$C(, : De/ned 8 Clear

%-P"O,%%S: G> full time

T$*2+2+3 P$O/2D%D: ,es<o com!uteri2ation automation

$*) -*T%$2*": *ocally !rocured

-*$.%T*02"2T, 2+C$%*S%: Desin modi/cations

<o #randed !roducts



Cluster Survey

CO-P"*2+T: lo$ 1 in A77

0$*+D D%/%"OP-%+T: innovative desins and la#ellinO)+ $%T*2" O'T"%TS: ,es

2SS'%S )2T( O)+ $%T*2" STO$%S: demandsu!!ly

S*"%S: ma9orly Khadi Bhandars

CO-PO+%+TS O& COST2+3: &)- conversion of &) to !roduct- trans!em#ellishments

*/%$*3% P$2C%: A771>77 fa#ric-*6O$ -*$.%T2+3: Trade fairs

2-P$O/%D -*$.%T2+3: online !resence

S'ST*2+*02"2T, &*CTO$S: no !esticides- handlooms- natural dyes-



Customer Survey



• 're you a$are ofthis craft

• (o$ did you comto 4no$ a#out thcraft

,es H

<o >H

?riends Colleaue

<e$s!a!er 7H

)aa2ine GH

E@hi#ition =H

Sho!Em!orium AH



• Do you li4e thiscraft

•

Do you thin4 thecraft is im!ortantand shouldsurvive

,es =H

<o GH

,es GH

<o =H



• ;hich !roductcateories do youli4e more

• 're you satis/ed$ith the !rice ofthe !roducts

,es >=H

<o AGH

Traditional Decorative >H

<e$ Contem!orary >H

Both =H



• ;ould you !refer #uyin any of the!roducts

,es H

<o >H+iftin A>H

(ome Decoration

tility =H

Collectin A7H

Others =H



• If yes- $hatinUuences your#uyin decision • ;ould you li4e to

use the !roducts your day1to1daylife

The intricate handmade desins A>H

The uni3ueness of craft =H

)aterial and a!!lication GHPrice AH

'll of the a#ove =7H

,es- I am /ne $ith it

,es- #ut sometimes 6=H

<o- they are hardly functional or can #e used !ro!erly A7H

I am not sure =H



• ;ould you li4e tosee moreinnovative desins

of the craft infuture

• (o$ fre3uently

$ould you li4e to!urchase the!roducts

,es >GH

<o A=H Occasionally A=H

;henever I /nd ood desins GH

I donMt 4no$ A7H



• Can these !roducts/nd role incor!orate ifts

• ;ord of mouth isthe #est $ay of

!romotinhandicraftshandloom% Do you $ant t#e !art of this

,es =H

<o GH ,es >>H

<o AH



?I<DI<+S

S++ESTIO<S



S++ESTIO<S



S++ESTIO<S



CO<C*SIO<

• .ey challen#e

To et lo#al scale out of !roducts that #yde/nition are not made #y machines%

• 2nnovation+ot clusters of artisans to #ecome shareho

com!anies that in turn su!!ly too com!ani?a#india%



CO<C*SIO<

• 'ccordin to the nited <ations- over the !

years- the num#er of Indian artisans hasdecreased #y 7H%

• The $ay for$ard is to commerciali2e handm!roducts and mar4et them lo#ally- $hile

maintainin hih 3uality%• The conce!t of inclusive ca!italism is the 4

success for #oth the craft clusters as $ell acom!anies !romotin their $or4%

C S



&E?E&E<CES

• htt!:teluu!eo!le%comne$sarticle7777>AG?ish#oneaddsshru4hadi%as!

• htt!:$$$%do$ntoearth%or%incontenthanin1thread

• htt!:$$$%thehindu%comne$scitiesVisa4ha!atnama1comforta#le1statementarticle=66A6%ece

• htt!:$$$%thehindu%comtodays1!a!ert!1nationalt!1andhra!rades4hadi1may1#ecome1e@tinctarticleAA%ece

• htt!:archive%indiane@!ress%comne$s$earin14hadi1today1G6>G

• htt!:$$$%thehindu%comtodays1!a!ert!1nationalt!14eralaneed1to4hadi1and1villae1industries1stressedarticleAAA%ece

• htt!:4hadi1n1crafts%#los!ot%in

Documents

PONDURU PPT