Article - Open Access.

Idioma principal

Design of an entrepreneurial model in product development and strategy for marketing of handicraft products in the northeast of India: – craft community collectives

RANE, Mandar ; PUNEKAR, Ravi Mokashi ; SHENDE, Avinash ;


The north east states in India is home to diverse ethnic communities who excel in bamboo and cane crafts. Often located in remote villages these communities lack access to commercial urban markets. Economic growth suffers and the community fails to translate its crafts into a successful enterprise. This paper will present design led interventions that were initiated by a design team amongst such remotely located craft communities in the north eastern hill state of Meghalaya, India. ‘Restrained Technology Intervention’ (RTI) model was adopted that enhanced productivity and quality standards, but retained the skill sets of the artisan community. A comprehensive community development plan was outlined that included skill assessment, craft training programs in productivity enhancement methods following the RTI approach. A branding and online marketing plan was developed which considered employment opportunities for the educated unemployed youth of the state. Market testing was undertaken with sample production of the newly designed products to verify their acceptance amongst two leading retail-marketing agencies in the country. A unique initiative in compiling a database of the craft community resulted in celebrating identity of individual craftsman in that collective. It was envisaged that this intervention would result in bringing a sustainable business enterprise that gave direct access to every member of the craft community collectives across the state. The paper suggests that this entrepreneurial model in product development and marketing of Handicraft products can be adopted as a policy initiative for growth of the handicraft and the handloom sector. In the Indian government's new thrust on ‘Make in India’, such an inclusive approach has the potential to generate economic growth opportunities for the vast pool of highly skilled craft communities spread across the country.


Palavras-chave: (RTI) Restrained Technology Intervention, handicrafts of northeast, branding for craft-products, Make in India,

Palavras-chave: ,

DOI: 10.5151/despro-icdhs2016-03_004

Referências bibliográficas
  • [1] Ranjan, M.P., Iyer, N. and Pandya, G. (1986) Bamboo and Cane Crafts of North East India, Ahmedabad: NID
  • [2] Ministry of Human Resource and Development, Govt. of India (2014), Design Manifesto, IDC, IIT Bombay.
  • [3] Ministry of Textiles, Govt. of India. (2012), Report of the ‘Working Group Report on Handicrafts for 12th Five Year Plan’.
  • [4] North East Development and Finance Corporation (2001), Report 23 ‘CII initiative to improve the handloom and handicraft products of North East’, Report 23, NEDFI
  • [5] Web:(, (23 Dec 2015)
Como citar:

RANE, Mandar; PUNEKAR, Ravi Mokashi; SHENDE, Avinash; "Design of an entrepreneurial model in product development and strategy for marketing of handicraft products in the northeast of India: – craft community collectives", p. 198-205 . In: Wong, Wendy Siuyi; Kikuchi, Yuko & Lin, Tingyi (Eds.). Making Trans/National Contemporary Design History [=ICDHS 2016 – 10th Conference of the International Committee for Design History & Design Studies]. São Paulo: Blucher, 2016.
ISSN 2318-6968, DOI 10.5151/despro-icdhs2016-03_004

últimos 30 dias | último ano | desde a publicação