Hand crafts of India enabled us to wear the crown jewel of beauty and quality among other products from all over the world for ages. Even after a long period of survival and struggles, handicrafts from India still fascinate the world. Without any obligation we can clearly see that the handcrafts of India represent our country. They have set a benchmark of quality and excellence that is quintessentially Indian. Craft even played a significant role in our freedom fight by providing self-reliance which represents primary steps to our independence.
Kunhimangalam known for its bell metal craft and its heritage even outside of India. Like most crafts it’s jury started and progressed through generations to generations, without losing its value and gaining from all the experience from people who worked in it and for it. Every craft man who poured his heart and Soule in to this craft contributed his part to the craft. And its shaped the kunhimangalam that we know today.
Like all civilization kunhimangalam also developed based on the avail able resources. Hance from the resources and necessity the craft emerged. There are known documentation on the history but previses artisans used to marked their signature and date on the important artefacts in Malayalam num bers. So from those artefacts, its date back to more than 800 years of known heritage for the craft in kunhimangalam. Thripanikkara Shiva Temple and the Hanuman Temple are the oldest temples here. According to artisan Valsan, earlier products were weapons and day today house related products. Those where the golden ages, where peoples life roamed around brass products. Then kings and queens came, this craft
reached it speak significance at that time.
Along with other craft such as gold and silver craft. Those where the ages that brought the upbringings of the craft. Temples and religion also had a greater significance on that time. The golden age ended with all the kings and queens. With modern times came the downfall. Brass utensils are replaced by cheap plastic, aluminium home accessories. People started to pic cheaper alternatives for homes and prayer rooms. Aesthetics took over quality and people were too busy to understand the products, so they bought cheaper look alike substitutes which were mass produced in factories.
Due to the lack of jobs and poverty, many artisans abounded the craft and moved to other craft such as gold and silver craft and automobile works. Artisans were too scared to recommend this craft for their family for lively hood. Even through all the hard ship some kept the craft and lived for it. They struggled but they fought back . They survived and they went everywhere for help. Through their effort the craft survived, kept going and traveling through the present aiming the bright tomorrow. Kunhimangalam vengala pithrika gramam is a chilling example. Kunhimangalam called some of the old artisans back into the craft, some listened and came back.
Brand repositioning of kunhimangalam bell metal heritage village, Payyannur. Kunhimangalam bell metal heritage center is well known of its bell metal products which are rooted in tradition and product manufacturing methods which are almost unchanged for 800 years. The change in marketing trends and shift in customer base are threatening the existence of this age old craft. In order to revive this craft and for the well being of the handful of artisans we need to re position the existing brand. This research is indented to understand the real problems and hence to do the necessary steps towards a meaning full solution
Through research is required to understand the current situation of the brand and the market in which their products compete with other similar products. The market is flooded with counter fit products and modern marketing methods and social media are not widely used in this cluster. There are on going conflict between other artisans. so we have to addresses all the underlying problems in order to suggest a productive methods to sustain the market.
To understand the current position of the cluster in the area of marketing, manufacturing methods
To understand the artisans perspective about their future and plans.
To understand the influence of social media and online marketing on this particular craft.
To understand how similar clusters are doing ?
To study the current market and finding a place for this cluster in this market.
In order to understand the current status of kunhimangalam cluster I should be knowing how they operate in present situation, what are the problem they are facing , How they market their product, how they price their product, How their lives are impacted by the craft, How their personnel life effected their works, How their health associate with this work- Basically everything that effect their work and sales. In order to do that I designed interview questions for the artisans. But in order to go deep in their lives I have to make a bond with them and observe their daily lives up closely. So I went there regularly and observed them
The next step is to find similar clusters and understand how they are operating. So I went to those clusters and took interviews with those artisans also. That provided me an overall idea about this craft and its market from an outsiders point of view.
Third step was to take interview with some customers , so that I will get a clear idea bout how customers connect with thir products and what are their expectations and what they want different from the current product. In order to do the interview asked to show me some of their costumers , but they refused. They told me that its confidential. But there was an exhibition called- Ente Keralam’ exhibition from April 3 to April 13. There they have 2 stalls - 1 to sell
prodeuts and one to Show case their processes. So from there I managed to take almost 65 user surveys from various clients.
I designed the questioner based on the information I need to know and went to the cluster. I did not want to interpret their works so , interviewed them mostly on lunch time. Sometime if there is any temple related events they won’t be available. So it took a long time to complete the interview. The interview was aimed to get an insight mainly on how they market their products, How they work together, The health and environmental impacts on their sales etc. I asked the questions and recorded the interviews in order to minimize the time , so that they can focus on their work
I was fortunate enough to be a part of Ente Keralam Exhibition which was inaugurated by Chief Minister Pinarayi Vijayan on 3rd April 6 pm at Kannur. The exhibition was about crafts of Kerala and kunhimangalum cluster had 2 stores at the center. Artisans were busy with their works; They need someone to stay in the store for some time. So I took the opportunity and stayed with artisans and even when they are not available. This enables the opportunity to talk, observe and sell the products to the customers. So I made a survey form with open ended and closed ended questions. I made 100 prints out and give it to the customers who came to the stores. Most people weren’t willing to fill the form, but by trying several days I managed almost 70 people to fill the forms. This was a real experience, which helped me to get a clear idea about what people are expecting and what are the problems people find in their products. The other benefit which raised from the situations wassome artisans where present on some days on the survey. So they read the survey and they got a clear understanding about the needs of their potential customers
I went to the cluster almost continually for two months and even after completing the artisan interview I went there and sat with them. I even learned to cut the metal products using metal cutter. These actions made a bond between me and artisans and they started to talk about their life, struggles, family and more
There are other artisans doing the same product using same method
Their business is very good specially people who are selling the product based on kunhimangalam village (Name play a significant role)
Having a store really helps.
Price hike didn’t affect their business
Most of the product are related to house warming and temple. Its provide visualized version of required data- Direct understanding of the data.
Most customers don’t know how the product are made even for older customers but they are able to identify the products.
Some store owners have social media and websites but it does not bring costumers according to them.
Handmade craft product have a higher demand within in Kerala and even outside like northern states.
The cross fit products and machine made product are selling in higher numbers only due to un availability of traditional products.
They think this craft have a bright future but the artisans doing this craft are becoming a rarity.
Time required to build a product is becoming a real issue.
The problem they have is not the scarcity of work. It’s because they can’t manage a work in time frame.
They are always working. They enjoy the freedom of working whenever they like but its effecting there time required for finishing the work.
Their product making process time is already huge but it always take more. Mainly in the aesthetics department. They spent more and more time on finishing. Product will look good . But time is an issue.
They are all like to work on individual project but for some artisans it create an economical imbalance.
Health issue is a real concern. Heat is a real problem.
Bathroom facility is a real problem. Artisan Rajen recently found kidney related issue.
Most of the artisans are good at working but most of them won’t talk when a client comes except valsan.
They didn’t market it in any way except news. They have constant work from constant clients.
Only 5 to 6 people work there every day and it’s hard to manage work they have now by them on time .
Other artisan in the same village are not very fond of them. They are also not fond of other artisans.
People who are leaving from traditional style or thinking or doing something creatively are not accepted by them.
Basically other than people who works there , connection and support among outside artisans are not very good
90.5 % People aware of kunhimangalam product.
61.9 % people never bought a kunhimangalam product ever.
52.4 % people like the traditional style of the products.
50% people never bought this prodects because of the higher price. 18.8% people did no buy because of the weight . 31.3 percent people choose not to buy because desired prodect aren’t available.
33.3 % Wanted pooja room related items. 285 wanted Utensils. 19 5 needed law cost products.
66.75 people don’t know how the prodects are made.
None of the people never bought a bronze product through online.
One of the artisan- Rajen was very found of this idea . So he made a prototype inspired from some images from internet and sold that model. And he is again making the same prodect to sell more
Nilavilakku have a significant role in traditional Indian home and culture. Nilavailakku is even present in most non Hindu homes also. Nilavilakku is one of the most manufactured item in kunhimangalam. Kunhimangalm nilavilakku is different and hold a high value among nilavilakke from other places. It also represent wealth and prosperity. It spread light in the darkness. For kunhimangalm after discussing with artisans, I think this is the best representation of the brand.
1. Representation of nilavilakku- Denotes the everlasting wealth and prosperity and also kunhimangalm is known for its special type of nilavilakku.
2. Burning light -Represent the energy and purity of the craft and it is tilted , which represent its ability to burn through all obstacles.
3. A box- Represents the rules and strict measurements which insure quality and precision.
Based on the logo and fonts created for the cluster I made visiting card , note pad, basic poster details which most essential and frequently used items in the cluster. Old visiting card is shown here.
One of the artisan- Rajen was very found of this idea . So he made a prototype inspired from some images from internet and sold that model. And he is again making the same prodect to sell more
Its important to have a google account since it is the easy and affordable way to receive messages with official and non official formats. It’s the default way of sending and receiving formal type message and to create other social media accounts like Facebook, Instagram etc.
Facebook stills holds an important image and feel in our heart. We learn to use social media through factbook. It also great platforms to do business. From my personnel experience it is evident that is a great platform to reach to customers.
Instagram is new face of general social media experience. It’s also a great platform to do business. It will enable us to reach to a great audience inside and outside India. Also there is an opportunity to sell prodects using various methods such as influencers. Instagram is highly visual based platform. So its perfect for kunhimangalam branding, specially because of the beauty of the products.
A book about kunhimangalam bell metal craft and the process of bell metal craft. This is mostly a visual journey. So it will be enjoyable for most people and it will be also another product for kunhimangalm which will help people to understand about this craft.
