Craft Cluster
Yelahanka Handlooms
Strategies for Branding
Guided by – Dr. Krithika G.K & Ms. Netravathi Presented by – Amie | Anand | Ayushi | Jasleen | Mukund | Palak | Rajeshwari
01
Handloom Industry
One of the largest unorganized economic activities after agriculture
Second-largest employment provider for the rural population in India
Constitutes rich and vibrant aspects of the Indian cultural heritage
Natural productive asset and tradition at cottage level which has sustained by
transfer of skill from one generation to another.
Product Classification 02
in Handloom Sector
Sarees, Dress material, Dhoti,
Clothing
Shirts, Trousers
Scarves, Stoles, Gloves, Mitts,
Handlooms
Fashion Accessories
Mittens, Handkerchief
Bed linen, Table linen, Kitchen
Made-Ups
linen, Upholstery
Floor Covering Carpets, Mats, Mattings
Important Facts & Figures 03
of Handloom Industry
Number of looms 24,51,679 - Rural Area
2,49,401 - Urban Area
Type of workers 26,73,891 – Weavers
8,48,681 – Allied Workers
Number of workers by gender 9,75,733 – Male
25,46,285 – Female
494 - Transgender
Number of workers by social groups 4,84,144 – SCs
6,28,768 – STs
12,67,308 – PBCs
11,42,292 - Others
Person days per worker 208 days – Weavers
205 days - Allied Workers
Trade performance US $353.9 million – exports (2017 – 18)
US $10.8 million – imports (2017 – 18)
Source: Fourth All India Handloom Census 2019-20
Major Handloom Clusters in India
2017 – 18 Data
04
Women in Handloom Industry 05
Share of female workers in top 10 states (%)
Source: TARI Research Team, based on Third
Handlooms Census, Government of India
• As per the Third Handloom Census, 89% of the
43.31 lakh handloom workers in India are adult (18
years and above) workers in which majority are
female (77%) while male (23%) form a relatively
smaller proportion of the workforce.
• Most of the women weavers are illiterate or semi-
illiterate due to poor economic conditions.
• Weaving is a major source of livelihood for rural
tribal women in industrially backward states of
North eastern region.
• Women have created Self-Help Groups and
Cooperatives and building a platform for generating
income and inculcating entrepreneurial skills.
06 Government Programs for the
YEAR
Development of Handloom Sector PROGRAMS
1941 The government of India appointed a fact finding committee and it recommended the formation of an All India Handloom Board
1945 The government of India Constituted Handloom Board for the development of Handloom Industry
1948 Govt. of India passed the cotton Textile (control) orders in which the mills were prohibited from producing certain varieties of cloth.
1949 Excise duty was imposed on mill cloth of medium and course to superfine varieties in order to collect revenue
1950 The govt. reserved a whole variety of items for the exclusive manufacture by handlooms, and mills being legally prohibited from producing these items.
1952 All India Handloom Board was reconstituted with more functions.
1953 Government adopted Khadi and other handloom industries (Additional Excise Duty on Mill Cloth) Act, 1953.
1955 Recommendations of Karve Committee: the freezing of both mill and power loom output at existing level.
1956 Textile Policy: The 90 percent loss Guarantee Scheme was introduced.
1956 Indian Institute of Handloom Technology was established at Varanasi in 1956, for research promotion, improvisation of production technique and invention
of new designs, etc.
1957-58 The RBI scheme of finance was devised for the removal of inadequacy of finance
1960 The Union Minister of Commerce and his other Cabinet members frame some measures for the development of handloom sector.
1961 The Census of India - 1961 made a study on 'Handicrafts and Artisans of Madras state" And it endeavored to examine the conditions of handloom industry
in Tamil Nadu
1964 The Government of India constituted the Handloom Export Promotion Council for the development of cotton handloom Industry.
07
YEAR PROGRAMS
1974 The Planning Commission appointed a high power study team, named Sivaraman Committee Team.
1975 In Oct. 1975, the previous reservation Order, Originally issued in 1950, was updated and reintroduced in favor of Handloom Industry
1976 Two schemes viz. Intensive Development of Handlooms and Export Oriented Projects were started by Government in 1976
1978 The Government of India came out with a textile policy, which was mainly aimed to reformulate the controlled cloth scheme.
1981 Textile policy - laid down the fresh expansion of capacity of power looms to be regulated such that by the end of 1984-85. The growth is restricted at 5
percent of the base year during the same year the Indian Institute of Handloom Technology at Gauhati was also proposed to be established.
1985 On 6th June 1985 the Government of India came out with a New Textile policy which basically differs from the earlier ones.
1989 Government of India introduced market development scheme in levy of Rebate and Share Capital Contribution Schemes.
1990 Abid Hussain Committee was organized on Handlooms.
1992 A Mill Gate Price Scheme was introduced by Govt. of India
1995 Scheme for marketing of Handloom products through Exhibitions and fairs (District level Fairs/Festivals, Craft Melas etc).
1997 Meera Seth Committee recommended an export oriented strategy. In the same year, Urban Haat scheme was also set up
1999 A committee under the chairmanship of S. Satyam was organized
2000 A very comprehensive Scheme namely Deen Dayal Hathkargha Protsahan Yojana (DDHPY) has been lunched to prove assistance to handloom weavers.
2001 In New Delhi National Center for Textile Design NCTD was set up to promote the traditional and contemporary design to enable the textile industry.
2002 The Govt. of India started "Reimbursement of CENVAT on Hank Yarn, when the excise duty was imposed on Yarn. In the same year An Integrated
Handloom Training Project (IHTP) was introduced for the skill up gradation of weavers
2006 Handloom Mark has been launched for making a guarantee symbol for handloom product, in Indian and abroad.
2007 The Geographical Indications of Goods (Registration & Protection) Act 1999 has been taken up by office of development commissioner for handlooms
2010 In this year the photo identity cards (PICs) have been issued for the handloom weavers.
2011 Financial Package for the development of handloom sector has announced by finance minister.
Source - Indian Textile Journal, No.1, 1985.
Organizations and Institutions
working on Handloom Clusters
OFFICE OF DEVELOPMENT ASSOCIATION OF CORPORATIONS &
COMMISSIONER FOR HANDLOOMS APEX SOCIETIES OF HANDLOOMS
HANDLOOM EXPORT PROMOTION
WEAVERS SERVICE CENTRES
COUNCIL
INDIAN INSTITUE OF HANDLOOM NATIONAL HANDLOOM
TECHNOLOGY DEVELOPMENT CORPORATION
ENFORCEMENT WING
08
Karnataka Handloom Clusters 09
Molakalmuru
Bannerghatta Mysore Silk
Ikal Silk Saree Lambani Embroidery
Difficulties Faced by Weavers
Lack of Finance Non-utilisation of multichannel marketing
Absence of innovative designs and
Inadequate supply of yarn by Co-optex
combination of colours
Absence of timely decisions to cope up with
Supply of inferior quality of yarn
the prevailing circumstances
Competition from master weavers and
Disloyalty of weaver members
powerloom owners
Lack of improvement in the modernisation Lack of competition among the weavers co-
of looms operative societies
10
India Handloom Brand
Launched
The “India Handloom” Brand (IHB) was launched by the
Hon’ble Prime Minister of India on the occasion of first
handloom day on 07 July 2015
Brand
Image
Purpose
The main purpose is to endorse the quality of the products
in terms of raw material, processing, weaving and other
parameters besides social and environmental compliances
for earning the trust of the customers.
Brand
High quality defect free authentic handloom products for Positioning
catering to the needs of those consumers who are looking
for niche handmade products.
The “India Handloom” Brand is aimed at generating a
special market space and increased earnings to the
weavers. Brand
Identity
the concept of “India Handloom” is to brand the handloom
products, which are exclusively catering to the “quality”,
need of the socio-environmentally conscious consumer.
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Products and Items
Brand
Product and Items
These are eligibility for getting the India Handloom Brand Image
registration if it falls in any of the following categories.
In case if product is not included in the list of products
covered under the India Handloom Brand Scheme.
Brand
Request can be made and submitted to the Development
Commissioner for Handlooms, Udyog Bhawan, New Delhi.
Positioning
Brand
Identity
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Yelahanka Handloom Cluster
13
14
A Ray of Hope
Association Schemes
Various schemes introduced by Karnataka
department of handloom and textiles.
GoCoop organized first of its kind buyer seller meet
totally dedicated to silk weavers. • Providing Electronic Jacquard For
Upgradation of Handloom Designs
• Kymagga Vikaasa Scheme (50% subsidy is
provided purchasing of a new handloom)
• Ondaavarthi (onetime) Subsidy To Handloom
Weavers' Cooperative Society
Present Scenario 15
With more than 10 hours of work
Post COVID, the livelihoods of put in everyday the weavers
weavers still hangs by a thread. manages to make three sarees,
No weddings, no silk supply and each of which earns them
no demand for sarees. Rs.600.
YEHALANKA
Only 30 per cent of weavers
The looms are being used to dry managed to live within their
clothes means and 70 per cent live on
loans despite making a living.
Consumer Perception Towards Handloom
Finding #1 Finding #2
Handloom products are well appreciated by the young Major reason for non-popularity of handloom products is its
Indian because of its excellent fabric quality and a different limited availability and negligible communication / publicity
overall look. as a product with inherent superior fabric quality.
Finding #3 Finding #4
Home furnishing products made of handloom are There is a need to educate the target customer about the
considerably popular and preferred as they are durable same specially Handloom products which calls for
(curtains/ cushion covers) and perceived to be good for adequate campaigning to promote usage of Handloom
skin (bed sheets and covers). apparels across young adults of the country.
Finding #5 Finding #6
Though handloom products were perceived to be very Social media and online shopping sites would be the ideal
expensive, target respondents also acknowledged the fact way to popularize handloom products within the young
that buying handloom products is kind of contributing to the generation of India.
growth of those artisans who work for days to keep our
traditions alive
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Consumer Perception Towards Handloom
Finding #7 Finding #8
Most importantly, though handloom products have limited 75% of the respondents strongly felt that an endorsement
usage within the new generation, there is a strong sense of by a celebrity could definitely boost the usage and attitude
patriotism with the product. People relate handloom towards Handloom products to a great extent
products as a brand “made in India” and feel proud to be
associated with it.
Finding #9 Finding #10
The target group exhibited a strong affinity towards Branded products were seen to be preferred as it
branded apparel be it formals, casuals or traditional wear. guarantees the quality, finishing and fit of the product. Even
Home furnishing too was a preferred brand to a certain presently, the target group visits branded shop of handloom
extend as it is believed to enhance the overall status products whenever they plan to buy some. Thus, a brand
symbol of the house. association with handloom products would help boost
demand in the market.
17
Branding
TARGET AUDIENCE
Brand Image
Set of beliefs or associations held about a specific brand in
the minds of its target audience.
Brand
Image
Brand Positioning
The link between brand identity and brand image is the
brand positioning. It is here defined as the strategic activity
of creating a brand offer in such a way so that it occupies a Brand
distinctive place and value in the target customer’s mind,
often in relation to the market or the competition
Positioning
Brand Identity
David Aaker defines brand identity “a unique set of brand Brand
associations that the brand strategist aspires to create or SENDER
maintain”. Done with the help of Kapferer’s Brand Identity Identity
Prism.
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apferer’s Brand Identity Pri
Picture of Sender
PHYSIQUE PERSONALITY
Externalisation
Internalisation
RELATIONSHIP CULTURE
REFLECTION SELF IMAGE
Picture of Recipient
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Brand Loyalty
Aaker Model Reduced marketing costs, attracting new
customers, time to respond to competitive
threats
Brand Equity
Brand Associations Brand Loyalty
Help process and retrieve information, Brand Awareness
differentiate/position, reason to buy, barriers Anchor to which other associations can
to competitors, extensions be attached, familiarity, signal of
substance, branded to be considered
Brand Brand
Associations Brand Awareness
Equity
Perceived Quality
Reason to buy, differentiate/position, price, Proprietary Assets
channel member interest, extensions Competitive Advantage
Perceived Proprietary
Quality Assets
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21
Branding Process
1 3 5 7
Marketing Challenges
Identifying the USP Faced by the Cluster Strategies for Branding
Identifying products and Branding Preparedness Strategies to motivate
SWOT of the cluster
product groups, current the buyers
product (w.r.t. market)
status in terms of 2 4 6
product marketability etc.
22
Branding Action Plan
Brand Creation G.I. Tag
Brand registration & Geographical
Develop USP Avail legal protection
trademark Indication
Requirement of a Creation of common Promote economic Follow regulations
common platform brand prosperity of workers and standards
Stakeholder
Leverage Storytelling Avail govt. funding &
meetings &
and Heritage subsidy
workshops
Branding Action Plan 23
Product Innovation Promotion
Celebrity endorsement
Adaptation to market New designs and Endorsement by
to boost brand
change trends local MPs
recognition
Making diverse Research & Making diverse
Website/E-portal
products Development products
Positioning as eco- Positioning as eco- Training & capacity
friendly natural fibers friendly natural fibers building
Promotional events Engaging buyer-
& advertisement seller meets
