// 4.2 MARKET ANALYSIS p-tal Institutional Market To generate revenue and sustain the dying cra, Punjab small industries and export corporation (PSIEC), with the state handicra and handloom emporium, in collaboration with the Development Commissioner (Handicras), have undertaken the commitment to promote and market the cra through their outlets (Phulkari). In addition, P-TAL is expanding its e-commerce presence beyond its website to include platforms like Jaypore, iTokri, and Yeh hai India, to mention a few. PTAL P-TAL (PUNJAB THATHERA CRAFT) was founded in August 2020, by Aditya Agrawal, Kirti Goel, and Gaurav Garg. P-TAL aims to revitalize the declining cra form of the indigenous Thathera community of the town of Jandiala guru, Amritsar. Thathera cra made history in 2014 by being the first indian cra to be recorded in the UNESCO representative list of the Intangible Cultural Heritage of Humanity. The D2C brand has a tangible collection of dierent products, ranging from wedding collections to corporate giing while also including but not limited to, home decor , kitchenware tableware and pooja essentials. P-TAL generates a revenue of 2.76 Cr while believing in elevating the Thathera crasmanship by curating designs which are more in sync with the modern consumers, very eciently, using contemporary marketing to sell traditional art .Their journey started from a college project with 50 members and quickly found itself at the top of the 42 fastest growing D2C brands in India in 2022. P-TAL has impacted over 55 artisan families and increased their monthly income from a mere Rs 2000 to Rs 24,000 . The legal name of this company is Artysun and its headquarters are located in panchkula a city in haryana. They have also recently opened a store in delhi. Their online presence is vast and finds itself on websites such as tata Cliq , Okhai, Ajio luxe , Itokri P-TAL functions on three fundamentals to boom. Firstly, developing an organised market to promote cra legacy , secondly, creating designs for urban consumers and modernising the traditional cra. Lastly, they cater to the consumer demands while educating people about ayurveda and health benefits of brass, copper and kansa. Logo of PTAL, Jaypore, iTokri, Yeh Hai India FIG 4.2 Craft Research Documentation 42 M.DES 2022-2024
// 4.2 MARKET ANALYSIS p-tal Product Range of P-TAL FIG 4.3 Thathera products on display, P-TAL outlet (Panchkula) FIG 4.4 SOURCE // PTAL, 2023. PTAL - Handcraed Copper | Brass Home Decor | Kitchenware & Wedding Gis. Interview Following is the brief summary of a one-on-one interview conducted with Aditya Agrawal, the co-founder and CEO of Ptal. Aditya is an consummate individual who has remarkable achievements, including being the national champion and global ambassador for the HSBC-HKU Asia Pacific Business Case Competition, the world's largest business case competition in 2019. His passion and drive have led to Ptal being acknowledged as one of the top 42 fastest growing direct-to-consumer (D2C) brands in India in 2022. The purpose of this interview was to gain valuable insights into the cra industry and Ptal's impact within it. Particularly I aimed to understand the state of the cra industry prior to Ptal's intervention, the challenges encountered by the brand, and the strategy Ptal has taken to grapple with these problems. The interview followed a structured format, allowing for a comprehensive exploration of Ptal's role in the cra industry and their innovative solutions to upli and promote crasmanship. Summary The interview was conducted with Aditya Agrawal, the founder of Ptal a D2C brand that specializes in handmade utensils. During the interview, several key topics were discussed, including their target audience, and insights of thathera before ptal intervention. Aditya spoke to us about the challenges faced before their brand had intervened. He says “In the beginning the thathera artisans used to make big handmade utensils enough to cook for around 30-40 people at once for the Gurudwaras, which would make their earnings 20 to 30 rupees for a single product. They have been exploited a lot by the middleman in that community while lacking a supply 43 M.DES 2022-2024 4.3 4.4 Craft Research Documentation
MARKET ANALYSIS p-tal 3. Collaboration with skilled artisans 4. Customization capabilities to meet individual customer needs and preferences Weakness 1. Limited scalability 2. Higher production cost compared to mass produced metal cra 3. not appealing to the younger market Opportunitites 1. Growing consumer interest in artisanal and handmade products 2. Increasing in demand for unique and personalised metal cra items 3. Collaborationwith restaurant and interior designers for custom projects Threats 1. Changing consumer trends 2. Pricing pressure is more as compared to mass produced utensils sell at lowers prices, here brand needs to communicate the value of their handcraed products 3. Economic downturns 4. Online competition of proper raw materials. These artisans were not adapted to modern designs and techniques due to their unorganized community.” Aditya also talked about the pandemic problems and how their team managed to get a local supervisor there who coordinated with these artisans. Aditya also highlighted that he gets his raw materials and products not only from Jandiala but from Jagadari as well.. He mentions how, due to the ptal intervention, artisans have now learned how to create modern designs using traditional methods. Market sales have gone up and have led to overall economic growth while upliing the pride of the cra. The ptal target audience is 35 above .Orders are placed by an International market as well, most of them from the United States. In terms of consumers, ptal said that they mostly get three categories of consumers. Firstly, the health consciences , secondly, the one attracted by taste, and thirdly, the fan of the aesthetics. In conclusion, the interview with Aditya has provided valuable insights into their vision, and understanding of their target market. Moreover his strategic vision, adaptability and keen understanding of market trends and evolving consumer preference has driven to positive changes. SWOT Analysis The objective of conducting a swot analysis here is to assess and get holistic view internal and external factors that can impact a brand, product, or business. The analysis provides insights into the organisation’s strengths weaknesses, opportunities, and threats which can be used to develop eective strategies, make informed decisions and capitalize on their strengths while addressing weaknesses and mitigating risks. Strenghts 1. Unique and authentic products 2. Modern design using traditional technique // 4.2 Craft Research Documentation 44 M.DES 2022-2024
2.3 2.5 Pooja Collection (P-TAL) Price Range: ₹400 - ₹1400 Material: Brass and Copper Products: Incense stick holder; Panjiri in brass Canister; Pooja Thali set Kitchenware and Cookware (P-TAL) Price Range: ₹188 - ₹11475 Material: Brass, Bronze and Copper Products: Brass spoons; Kansa thali set; Tamba water matka; Brass Dosa Tawa MARKET ANALYSIS p-tal The Pooja Collection by PTAL FIG 4.5 Kitchenware and Cookware by PTAL FIG 4.6 Tableware Collection by PTAL FIG 4.7 Home Decor by PTAL FIG 4.8 SOURCES // FIG 4.5 - FIG 4.8 PTAL, 2023. Collections by PTAL // 4.2 45 M.DES 2022-2024 4.5 4.6 Craft Research Documentation
Tableware collection (P-TAL) Price Range: ₹830 - ₹8500 Material: Brass, Bronze and Copper Products: Hammered brass serving spoon; Hammered brass serving bowl Home Decor (P-TAL) Price Range: ₹535 - ₹1785 Material: Brass, Bronze and Copper Products: Copper diya; Frustrum vase MARKET ANALYSIS p-tal // 4.2 46 M.DES 2022-2024 4.7 4.8 Craft Research Documentation
Zishta is a company that started with the vision to revive traditions and cras from where they started. Zishta only collaborates with artisans who work with hand-craing products using traditional techniques. They travel in the country from niche to corner and spends time with artisans and local people to understand their life, traditional values, and authenticity. They also test the products in an independent NABL-accredited lab. The artisanal products comply with RoHS standards (Restriction of Hazardous Substances) for purity to take genuine traditions to the modern world. Zishta works with artisans all across the country, Tamil Nadu, Karnataka, Orissa, Assam, Maharashtra, West Bengal, Manipur, and Kerala being a few of them. Zistha directly works with artisans and eliminates middlemen. Their Journey starts with documenting traditional knowledge from dierent communities and depth research to understand the depth, value, and relevance. Zistha tests the product at home and initially then; launches it under the zishta brand. Zistha Brass Miniature Kitchen Set by Zistha FIG 4.9 Roti Box without tin coating by Zistha FIG 4.10 // 4.3 MARKET ANALYSIS zistha 47 M.DES 2022-2024 4.9 4.10 Craft Research Documentation
// 4.4 MARKET ANALYSIS product Product Comparison Craft Research Documentation 48 M.DES 2022-2024
FIG 5 // A stack of discarded bills hanging in the dark Craft Research Documentation 49 M.DES 2022-2024
DATA ANALYSIS chapter // 5 Craft Research Documentation 50 M.DES 2022-2024
Tools For analysis of the primary data, empathy mapping, system mapping and causal loop were used. They are explained, with detailed description, in context of their need, purpose, analysis and inference. Empathy Mapping The empathy map is a useful tool for design teams to analyze their potential audience by providing an overview of key areas to focus on. It helps to understand the user's reasons for taking action and construct personas. The tool is organized into four quadrants, which show what the user thinks, feels, does, and says during the research stage. This allows for an easy understanding of user behavior and language. By analyzing their thoughts and feelings, it's possible to understand how they respond and behave in certain situations, such as conversations and activities. The empathy map also helps to organize and understand the overall view of the target audience. By using this tool, it's possible to identify the mindset of the target audience, which can be useful in developing strategies for engaging and satisfying users. It also allows for the segregation of the audience based on data collected from the empathy map. Empathy mapping was done to analyse the thought process of our master artisan Mr. Manohar Lal Ji. It was done to help us understand the mindframe of the older generation, and empathise with the problems and challenges faced by artisans of our cluster on a daily basis. (Fig 5.9) System Mapping Systems mapping is a tool that graphs the parts of a system and their connections to create a "map" of how it works. This helps visualise behaviour, structures, dynamics, relationships, and mindsets. Creating a shared understanding of how the system works can help organisations identify areas for improvement, develop more targeted interventions, and evaluate the impact of their work. The system is majorily divided into seven major sub categories : process, raw materials, workspace, health, finances and market. This was done in accordance to the first objective, in which we established the major factors to be analysed and documented during this craft process. The ergonomics was split further into two categories, namely health and workspace, since they differed in their sub factors.The process section entails the entire documentation of the process and tools involved in the craft. Stakeholders define all the major entities and communities factoring into different stages of the craft, be it process or market. The market category establishes connection between the various sub factors influencing the market. The following section encompasses a detailed explanation of individual major segments. For a consolidated map, refer to (Fig 5.8) // 5.1 DATA ANALYSIS tools Craft Research Documentation 51 M.DES 2022-2024
// 5.2 DATA ANALYSIS system mapping Process The sheet (brass, copper, or bronze) is straightened. After this, markings are done on the metal sheet for the product. Then, the sheet is cut with a chisel (if thick) or iron scissors (if thin). The next step of the process involves shaping the sheet into the product using a hydraulic press or hammering the sheet with a wooden mallet. All the shaped parts are finally joined by heating or gas welding and buffed using a buffing machine or reti. The buffed product goes through hammering to create patterns and finishes by polishing it. The primary aim behind including this category was to thoroughly analyse the steps of the process to identify and map the association of ergonomic issues with the tools and materials. Raw Materials All the raw materials are vitally essential to the entire craft but, the metal sheet, primarily formed from brass, copper, and bronze, serves as the product's fundamental material. Other raw materials used in Thathera metal craft include suhaga, a welding powder, thin brass rods, LPG gas, lac to fill hollow metal, acid (industrial and tamarind). FIG 5.1 System mapping of Process Subsection FIG 5.2 System mapping of Raw Material Subsection 5.1 5.2 Craft Research Documentation 52 M.DES 2022-2024
5.4 5.5 Workspaces The condition of artisans' workspace needs renovation and repair as it is outdated and run-down. There is a lack of adequate natural as well as artificial lighting sources impacting eyesight in the longer run. The presence of furnaces in poorly ventilated work areas deteriorates the well-being of artisans severely. Health The renowned cra of utensil-making has garnered a lot of recognition globally, but the years of hard work leave a detrimental impact on the health of artisans. The loud hammering of the utensils to mould and beautify them leads to hearing loss, actively and passively. The shining, polishing, and finishing of utensils release brass and copper particles into the air causing severe lung and chest illnesses and skin allergies. Finances The cra of creating utensils yields poor profits for the artisans. Concerning the amount of time dedicated to it. Even aer making a sizable profit from the sale of their products, intermediaries like local suppliers and brands in the market pay their crasmen minimal wages. System mapping of Workspace Subsection FIG 5.3 System mapping of Health Subsection FIG 5.4 System mapping of Finances Subsection FIG 5.5 5.3 Craft Research Documentation 53 M.DES 2022-2024 5.4 // 5.2 DATA ANALYSIS system mapping
Stakeholders The craft of Thathera has assimilated numerous stakeholders directly and indirectly at various levels, the community involving the artisans, local suppliers, polishers, and daily wage workers being at the core of it. Then comes the role of the Government in collaborating with the Development Commissioner (Handicrafts). The (DCH) closely works with the artisans by providing opportunities for displaying work through exhibitions and craft bazaars. Customers who are at the other end of the chain of stakeholders are given the products by vendors, shopkeepers, and companies like P-TAL and Zistha, who serve as intermediates. Lastly, UNESCO plays a crucial role in bringing the craft to global attention by recognizing it. Market Artisans distribute their utensils to local suppliers who circulate them outside Jandiala because they have less access and no direct linkage to larger markets. The local suppliers market these utensils to Rajasthan, Baddi in Himachal Pradesh, Jammu, and Kashmir. Musical Instruments have a huge demand in Amritsar, Jalandhar, Patiala, and Chandigarh. Moreover, the Development Commissioner of Handicrafts collaborates with the Government and provides a platform to artisans in the form of exhibitions and haats. FIG 5.7 System mapping of Market Subsection FIG 5.6 System mapping of Stakeholder Subsection Craft Research Documentation 54 M.DES 2022-2024 // 5.2 DATA ANALYSIS system mapping
Craft Research Documentation 55 M.DES 2022-2024 // 5.2 DATA ANALYSIS system mapping
System Mapping FIG 5.8 Craft Research Documentation 56 M.DES 2022-2024 // 5.2 DATA ANALYSIS system mapping
DATA ANALYSIS causal loop // 5.3 Craft Research Documentation 57 M.DES 2022-2024 Causal Loop Causal Loop FIG 5.8
DATA ANALYSIS empathy mapping // 5.4 FIG 5.8 Empathy Map of Manohar Lal Ji Craft Research Documentation 58 M.DES 2022-2024
FIG 6 // Worker toiling away in solitude, seated near press machine for shaping of chakkas Craft Research Documentation 59 M.DES 2022-2024
OUTLOOK chapter // 6 Craft Research Documentation 60 M.DES 2022-2024
// 6.1 OUTLOOK gap analysis Gap Identification In the streets of Jandiala Guru, inside the depths of the Gali Thatherian, in a dimly lit shop sits a middle aged man in a checked shirt, which has so much brass and copper particles that it looks ashy. The room he works in, once white with a white tube light is now grey as well. The practiced Art of brass and copper utensil making is one, which leaves the viewer astonished at how human hands have the power to bend metal. However it does not come without its own set of harmful side effects of various degrees. The extremely loud beating of brass and copper sheets to mold them causes hearing loss actively and passively. The melting of the contents demands the artisans to sit really close to a furnace, in a room which lacks proper ventilation sometimes. The shinning, polishing and finishing process of the utensils releases a lot of tiny particles of brass and copper into the air which are then inhaled by the artisans which can cause severe health issues. When asked if it has affected their health, there were multiple issues that came up, but they are helpless as the working conditions are harsh for this craft. Mrs Laal ji has worn a hearing aid for the last 7 years, but when asked if the beating of the metals bothers her, responded with “I have gotten used to it now” so I can barely hear it. The men working in the furnaces during the summer have come up with their own small quick fixes such as always sitting with a wet cloth tied to their heads and drinking a lot of water. The trademark banging sound of thathera, while beautiful in essence, is also the root cause for majority of their hearing issues. Although they get used to it, that doesnt prohibit them from experiencing the issues associated with it. FIG 6.1 Speckled with ashes and dust Craft Research Documentation 61 M.DES 2022-2024 6.1
// 6.2 OUTLOOK health Toiling away in the heat of furnace FIG 6.2 Ergonomic Issues Although no particular research was conducted over the workplace hazards, the artisans did report of having back issues, pain in joints, weak eyesight and hearing issues. Further literature review uncovered a case study of the work environment, occupational health & wellness of the flexible brass craft cluster of Bellaguntha (Odisha, India) by Santosh Kumar Jha. The study revealed that Craft specific occupational ergonomic factors were affecting the artisans’ health in work environment, leading to reduced productivity, including: 1. Muscular sole due to consistent pressure-holding of Tools 2. Seating sole marks over the upper skin of Lateral Malleolus 3. Damage of nails due to long hour seating over floors- due to floor and nail rubbing 4. Weak eye sight 5. Pain in figure and wrist joints 6. Pain effected zones in back and neck areas, migraine in head part and joint pains in elbow and knee area 7. Skin cuts and minor hammer smashes over fingers 8. Skin burning during metal welding The detriments are clearly noticeable, and the majority of the ailments which could potentially lead to chronic health issue stemmed from their sitting postures in the workshops. This, although avoidable, posed a serious dichotomy among the researcher and the artisans as the latter postulates that it helps them to manage their tools and also support their work efficiency (Jha. 2016). The work environment of our assigned cluster does not vary drastically, stil it provides us a framework for observation and intervention since the nature of the craft is arguable similar, albeit form a layman’s point of view. Craft Research Documentation 62 M.DES 2022-2024 6.2
// 6.3 - 6.4 OUTLOOK intervention & future of craft Future of Craft Future of the thathera craft even though diminishing in size due to the lack of financial support and long due respect to the community is not bleak. There is a significant amount of optimisation of the current situations, even though it may be without an optimistic outlook. Their communities' future prospects are not appearing favourable. After sitting down with a couple of the local artisans working everyday in the heat and hustle of the streets of the ‘Gali Thatherian’ they had practical and important points as to why this particular predicament has befallen the Thathera Community. Mr Jal Garang, a former artisan, say “The Cra is a very labour intensive job, and it is being carried out everyday with determination and genuinity, but as we lack support from the government in mannerisms of economical aid and plan of actions to boost sales the community and the cra are suering.” After being asked if these issues are all fixed and the support is provided, would there be an increment in the interest and willingness to continue the craft among both, the present generation and the one it is raising, he replied with “Well Of Course if we are given the proper resources we require to comfortably carry out the flourishing future of this community, we would labour all day. It is a skill some of us hone very proudly and hold at the very core of our community.” Intervention Ergonomic Intervention The International Ergonomics Association (IEA) has defined ergonomics as The field of applying concepts, principles, information, and techniques to design to maximize human well-being and overall system performance is known as ergonomics. Implementing ergonomics helps achieve two objectives: efficiency and health. Following is the outline of the approach toward tackling and bringing differences in the ergonomic situation of the artisans. STEP 1 To observe the artisan repeatedly in the workspace STEP 2 To record the observations through photography and videography STEP 3 To conduct an in-depth analysis of the posture through Rapid Upper Limb Assessment (RULA) Grading of wrist, neck, and arm movement after evaluation of posture, pressure applied, and the number of times the task is repeated. The necessity of implementing change would increase as the score increases. STEP 4 To determine the strategies and interventions Possible Solution: Design Modification of Tools and Equipment An artisan requires tools just as much as any living thing needs oxygen. The majority of the artisan's working hours are spent working with tools. Working on the design and modification of the tools could help to lessen strains, Craft Research Documentation 63 M.DES 2022-2024
// 6.4 OUTLOOK future of craft FIG 6.3 The Future Generation Craft Research Documentation 64 M.DES 2022-2024 6.3
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