Business Models for Creating Sustainability of Uncelebrated Crafts

Abstract

Crafts have been inherent to all cultures. They tend to create the identity of the products, artisans, place and even the material used. However, several traditional crafts lose their relevance over a period of time. Sustainability is, therefore, about retaining relevance and markets for such crafts in changing times. This paper dwells on transition of Tangaliya, a unique but lesser known craft from India which was dying. After various interventions during the past ten years, this craft has revived and craft products have moved from being community goods to commercial products. At this point, it seems to be at an inflection point. Tangaliya is an exquisite craft that holds the distinction of using a very unique weaving technique, but has no known documented records of its history and evolution. The traditional product, a wraparound for women was only for community exchange, had limited consumer base and negligible commercial value. It was produced and exchanged amongst members of a small community. Design and product interventions through a program undertaken by NIFT Gandhinagar led to a new range of products and designs, which gradually got acceptance among buyers. With further efforts Tangaliya was granted its GI, this also gave it some exposure at the national level. However, these interventions have not been able to generate substantial value for the craft. Consequently, the artisans are not able to fetch attractive income. It is felt that, unless required strategies are developed for providing recognition and respectable wages to the artisans, this art will die like many others. In the handloom sector cluster based approach is commonly proposed for reviving crafts. However, we feel that Tangaliya is unique and different approach may be sought. Tangaliya revolves around various limitations, it is rare and very few artisans practice this weaving. The dana-making process is intricate, therefore limited scope of developing new artisans quickly. The production cycle too is long and requires more working capital for holding inventory and paying wages, therefore, only limited production is possible. This paper attempts to suggest a business model for Tangaliya that could be suitable for mainstreaming uncelebrated crafts.