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Chapter 1

(Toy market in India)

1. Toy market in India


Indian toys market is expected to grow at a CAGR of 20% by 2020 driven by the increase in
less than 14 years population and disposable income levels. Indian toys market is dominated
by large number of unorganized players including micro and small toy manufacturers and
imports from China. Imports from China constitute more than 50% of Indian toys market.
Plastic toys market in India which constitutes a major market share in overall toys market in
India is expected to grow at a CAGR rate of 20% in the next 5 years.
Wooden toys market in India which constitutes a minor market share in overall toys market
in India is expected to grow at a CAGR rate of 25% in the next 5 years.
Cloth & soft toys market in India is expected to grow at a CAGR rate of 18% in the next 5
years.
Metal toys market in India is expected to grow at a CAGR rate of 15% in the next 5 years.
Cardboard toys market in India controls second largest market share in entire toys market in
India in terms of revenue. It is expected to grow at a CAGR rate of 22% in the next 5 years.
Recreational toys market in India which constitutes a major market share in overall toys
market in India is expected to grow at a CAGR rate of 16% in the next 5 years.
Recreational toys market in India on the other hand is expected to grow at a CAGR rate of
26% in the next 5 years fuelled by increasing demand from pre-schools and Montessori
schools.
1.1. Export scenario of Indian wooden toys
Export forms the major proportion of Indian wooden toy market, including the Channapatna
toy craft. The major markets for these toys are USA, UAE, Japan, Africa etc. Most of the
production houses work on 80-20 percent production process. 80 percent is for international
market and 20 percent for domestic market. In most of the cases the buyer provides a
specification sheet which includes the design, color, measurement and specific features of the
toy. The first cultural tableau at the 66th Repulic day parade at Rajpath was from the state of
the Karnataka, with its main theme being Channapatna toys. During Obama's first visit to
India in November 2010, his wife, US First Lady Michelle, bought a few Channapatnas
colorful toys worth Rs.2,000 ($25 then) at the National Handicrafts and Handloom Museum
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in New Delhi. Thus the white house also houses Channapatna toys. This inspired the state
government to come up with the idea of presenting these toys to the high-profile guests from
America.

Figure - Major export markets & export quantity for Indian wooden toys infodriveindia.in
The production houses which export to the International markets have to follow the toy safety
standards of that particular exporting region.
1.2. Indian Export Promotion council for toys
The major organizations which promote export of Indian toys to overseas market are

Sports Goods Export Promotion council and

Toy manufacturers association of India

Export promotion council for handicrafts

1.3. Sports goods export promotion council (SGEPC)


Sports Goods Export Promotion Council (SGEPC), a Government of India sponsored
organization is working for the promotion of Indias exports of sports goods and toys.
Founded in 1958, SGEPC represents all the leading manufacturers and exporters of sports
goods and toys in India. The Council works for and offers the following benefits to its
members:

Authentication of Exporters: SGEPC records the annual export figures of all the
exporters and is a source for authenticated reliable data.

Promotion of Industry in Overseas events: Council promotes the entire Industry


through:

India Pavilions in leading international fairs: SGEPC organizes participation and


forms an India Pavilion where its member exhibitors are provided with thematic
stands as per their individual requirements, at highly negotiated rates.

Buyer Seller Meets: SGEPC organizes BSMs in potential countries with the help of
Indian Missions and/or local marketing consultants.

Reverse Buyer Seller Meets: SGEPC organizes RBSMs wherein International buyers
from all over the world are invited to India for meeting with Indian companies.

Implementing, Processing & Disbursing Grants and Schemes of the Govt:


MDA & MAI Grants for participation in overseas activities.
Duty credit scrip (5% of exports) under MEIS
Duty Free import of notified raw materials for sports goods.
Assistance in fixation of all industry rates of Duty Drawback Overseas
Business Enquiries: SGEPC circulates business enquires received directly or
through Indian Missions abroad and also provides buyers with the list of the
exporters as solicited.

Communication and Publicity: The Council has various communication instruments


catering to its members, the Govt. as well as buyers which include: Regular Circulars
/ Websites / Members Directory / Catalogues / Advertisements / Banners.

Link between Industry and Government: SGEPC is a link between the Industry and
the Govt. whereby it channelizes assistance offered by the Government to the
Industry. SGEPC also provides feedback of the Industry to the Govt. for Policy
formulation & fixation of incentives for the industry.

Market Studies & Dissemination of Information: SGEPC undertakes specific market


studies and provides information on market intelligence, trends, related international
news, etc. through its communication channels and/or though Seminars and
Workshops.

Export Statistics and Projections: for maintenance of records about exports of Sports
Goods & Toys as well as evaluation of performance on an annual basis.

Export Awards: Council provides recognition to leading exporters and also to


entrepreneurs and achievers.

Visa and Other Support to Members: Visa recommendation letters are provided to
members to facilitate their export promotion visits.

Training and Productivity: To increase productivity by upgrading technical skills of


professionals engaged in the sector, the Council organizes various training programs
& capacity building training programs at different locations.

Dispute resolution: Assistance in resolving exporters and international buyers issues.

1.4. The All India toy Manufacturers Association of India


The All India Toy Manufacturers Association (TAITMA) was established in 1976 with the
prime object of fostering integrated and accelerated growth and development of
the toy industry in India, in a systematic and scientific manner, and to exploit its export
potential to earn valuable foreign exchange for the country.
1.5. Export Promotion Council for Handicrafts (EPCH)
Export Promotion Council for Handicrafts (EPCH) was established under Companies Act in
the year 1986-87 and is a non-profit organization, with an object to promote, support, protect,
maintain and increase the export of handicrafts. It is an apex body of handicrafts exporters for
promotion of exports of Handicrafts from country and projected India's image abroad as a
reliable supplier of high quality of handicrafts goods & services and ensured various
measures keeping in view of of observance of international standards and specification. The
Council has created necessary infrastructure as well as marketing and information facilities,
which are availed both by the members exporters and importers. The Council is engaged in
promotion of handicrafts from India and project India's image abroad as a reliable supplier of
high quality handicrafts.
1.6. Existing schemes which facilitate export of Indian toys

Marketing development assistance scheme (MDA)

Revised market access initiative scheme (MAI)

Marketing development assistance scheme (MDA)

1.7. Marketing Development Assistance (MDA)


The scheme is under operation through the Department of Commerce to support the under
mentioned activities:

Assist exporters for export promotion activities abroad.

Assist Export Promotion Councils (EPCs) to undertake export promotion activities


for their product(s) and commodities.

Assist approved organizations/trade bodies in undertaking exclusive nonrecurring


innovative activities connected with export promotion efforts for their members.

Assist Focus export promotion programs in specific regions abroad like FOCUS
(LAC), Focus (Africa), Focus (CIS) and Focus (ASEAN + 2) programs.

Residual essential activities connected with marketing promotion efforts abroad.

1.8. Revised market access initiative scheme (MAI)


Market Access Initiatives (MAI) Scheme is an Export Promotion Scheme envisaged to act as
a catalyst to promote Indias export on a sustained basis. The scheme is formulated on focus
product-focus country approach to evolve specific market and specific product through
market studies/survey. Assistance would be provided to Export Promotion Organizations/
Trade Promotion Organizations/ National Level Institutions/ Research Institutions/
Universities/ Laboratories, Exporters, etc., for enhancement of export through accessing new
markets or through increasing the share in the existing markets. Under the Scheme the level
of assistance for each eligible activity has been fixed.

Chapter 2
(Government initiatives)

2. Government initiatives for export promotion of wooden toys

In order to combat with the invasion of the Indian toy market by Chinese toys, the
Indian Government in 2009, banned the export and import of toys from and to China
for six months on the basis of quality standards, this was a major blow to the Chinese
toy market as it makes three-quarters of the worlds toys. Few months later the Indian
government has partially relaxed the ban, a notification issued by the Directorate
General of Foreign Trade (DGFT) today said that import and export of toys from
China would be allowed if it was accompanied by a certificate that the toys
conformed to certain international quality standards. According to the DGFT
notification, imported toys have to conform to quality standards (ASTM F963, ISO
8124 or IS 9873), which are internationally recognized.
In addition, the import and export consignment will also have to carry a certificate by
the manufacturer that the toys were tested by an independent laboratory accredited by
the International Laboratory Accreditation Cooperation. (Business standard)

The Indian government in 2012 announced more SOPs to stem the slide in exports,
the incentives include extension of the 2% interest subsidy available to certain sectors
by one more financial year, until the end of March 2014, and expanding coverage to
a few engineering sub-sectors to make exports more competitive. All small and
medium enterprises, irrespective of sectors, will get this subsidy, an incentive that the
government hopes will help push exports. The sectors covered under the interest
subsidy scheme include handicrafts, carpets, handloom, readymade garments,
processed agriculture products, sports goods and toys. (economic times)

From time immemorial Channapatna toys have been embraced in the overseas
market, it was boosted when the Karnataka state gifted Channapatna toys to First
lady of U.S, Michelle Obama. Since then, the toys are given as momentos to high
profile guests. This provides awareness and embraces the craft.

Export Related Incentives: The government with the help of the export incentives has
enabled enterprises to get inputs for production at international prices for competing
in export market. Special facilities, such as duty free import of capital goods, raw
material and components, etc., are offered to export oriented units (EOUs).
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For Export of toys, testing & International certification as per EN 71 (Part I-III) is
very expensive to obtain for MSME toy manufacturers (charges about Rs 15000 per
sample) that is acceptable to foreign buyers only from accredited and approved
International testing labs i.e. SGS, UL, B & V etc. Thus the toys manufacturers can
take this certification for only selected products out of their entire range (say 30
percent of products) that in turn limits export opportunities for them. A common
testing facility for exports and imports, inputs regarding technology, certification
facility and training program, Toy design and development institute (TDDI) is
developed at Greater Noida Industrial Development Authority (GNIDA).

Government of India via (Bureau of Indian Standards) is working to bring in a new


regulation to check product safety in children products. Toy industry is expected to
get structured with implementation of the new regulation thus making the sector
vibrant and putting India on global toy export map.

Chapter 3
(

Channapatna craft - complete


process and demographics)

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3. Channapatna the Saga of Toy town


3.1. Geographical
Channapatna is a city located 60 km south-west of Bangalore, India on Bangalore-Mysore
state highway. The city is famous for its wooden toys and lacquerware. In the native language
(Kannada), Channapatna is also called as "goMbegaLa ooru" meaning town of toys in
English. These toys are manufactured in traditional and advanced small scale industries.
Manufacturing and twisting of raw silk, rice, ragi and coconut is a major product of
Channapatna taluk. The temple of Lord Aprameya Swamy is nearby.
Channapatna taluk comes under Ramanagara District. Its headquarters is located in
Bangalore-Mysore highway. The total geographical area of the taluk is 53,587 hectares. It has
three hoblies namely Kasaba , Malur and Virupakshapura. Channapatna is one of the 57 cities
in Karnataka under the Nirmala Nagara - Municipal eGovernance project. Under this project,
the city obtained its website as well as the Public Grievance & Redressal module from 15
August 2005. Channapatna is located at 12.65N 77.22E. It has an average elevation of 739
metres (2424 ft).

3.2. Demographical
The Channapatna city is divided into 31 wards for which elections are held every 5 years.
The Channapatna City Municipal Council has population of 71,942 of which 36,098 are
males while 35,844 are females as per report released by Census India 2011.
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Population of Children with age of 0-6 is 8038 which is 11.17 % of total population of
Channapatna (CMC). In Channapatna City Municipal Council, Female Sex Ratio is of 993
against state average of 973. Moreover Child Sex Ratio in Channapatna is around 933
compared to Karnataka state average of 948. Literacy rate of Channapatna city is 84.70 %
higher than state average of 75.36 %. In Channapatna, Male literacy is around 88.13 % while
female literacy rate is 81.28 %.
Channapatna City Municipal Council has total administration over 15,919 houses to which it
supplies basic amenities like water and sewerage. It is also authorize to build roads within
City Municipal Council limits and impose taxes on properties coming under its jurisdiction.

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3.3. Historical Information


The origin of these toys can be traced to the reign of Tipu Sultan who invited artisans from
Persia to train the local artisans in the making of wooden toys. Bavas Miyan is the father of
Channapatna Toy. He is the one to sacrifice his life for channapatna toys. He adopted
Japanese technology for toys making and help the local artisans improved there art for nearly
two centuries, ivory-wood was the main wood used in the making of these toys, though
rosewood and sandalwood were also occasionally used.

Channapatna a rural area in the outskirts and situated at a distance of about 60kms from
Bangalore is noted for its famous handmade lacquer wooden toys all over the world and
hence popularly known as Gombegala Ooru or the toy-town of Karnataka. The origin of the
wooden toys dates back to the period of Tipu Sultan, the ruler of Mysore who was a great
admirer of wooden toys. He took the initiative to invite artisans from Persia and train the
local artists to earn the process of making of the wooden toys. The artisans still follow the
traditional method of making the toys for nearly two centuries and the artisans are only using
ivory wood for making the toys and very rarely rosewood and sandalwood are used. But
slowly the artisans have also started to use other woods like teak, pine, rubber and cedar
wood.
3.4. Historical development of the industry
The lacquer ware industry began as a household craft that catered to the local tourist market
of Karnataka. Many artisans sold their wares on the roadside at Channapatna and productivity
was low. In the last twenty years, the industry has grown rapidly. It now exists as small and
medium scale enterprises, serving a large export market. Due to the phenomenal growth and
the influence of market forces from abroad, the nature of employment, the demands on
artisans and the character of the artisans has changed dramatically.
As early as 1892, hereditary artists called Chitragars were engaged in wood-turnery which
is the basis of lacquerware artistry. Bavasmia, a local artist, is known as the originator of the
craft in Channapatna and nearby areas. He went to study lacquerware in the northwestern
state of Punjab. After a period of experimentation, he introduced study of the craft at the
Industrial School in Channapatna. Bavasmia also mechanized the craft through the power
lathe.
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Though Bavasmia introduced lac-turnery to encourage the Chitragar, their response was
hesitant, and so admission was opened to students of other castes and religions. Bavasmia
convinced Muslims and scheduled caste members to join the course; even today, the majority
of Channapatna craftspeople belong to these communities.
A Special Mention:
Neelasandra
Neelasandra is a medium size village located in Channapatna of Ramanagara district,
Karnataka with total 162 families residing. The Neelasandra village has population of 675 of
which 357 are males while 318 are females as per Population Census 2011.
In Neelasandra village population of children with age 0-6 is 78 which makes up 11.56 % of
total population of village. Average Sex Ratio of Neelasandra village is 891 which is lower
than Karnataka state average of 973. Child Sex Ratio for the Neelasandra as per census is
1167, higher than Karnataka average of 948.
Neelasandra village has lower literacy rate compared to Karnataka. In 2011, literacy rate of
Neelasandra village was 68.68 % compared to 75.36 % of Karnataka. In Neelasandra Male
literacy stands at 78.19 % while female literacy rate was 57.61 %.
As per constitution of India and Panchyati Raaj Act, Neelasandra village is administrated by
Sarpanch (Head of Village) who is elected representative of village.
In Neelasandra village, most of the villagers are from Schedule Caste (SC). Schedule Caste
(SC) constitutes 86.07 % of total population in Neelasandra village. The village Neelasandra
currently doesnt have any Schedule Tribe (ST) population.

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3.5. Arsenal of the Craftsmen


The most important tool for lac-turnery is the lathe. Traditionally all lacquer ware was
produced using simple hand lathes called patris made by local carpenters. A bow string is
used to turn a rotating axle in the centre of wooden lathe. The turning tool is held in the free
hand and pressure is added with the foot, shaping the spinning wood. The advantage of the
patri, which continues to be used by many craftspeople, is its simple construction and ease of
operation. As a hand powered tool it can be used without electricity in village households.
With the increasing market for lacquer ware the electric power lathe has been introduced. A
power lathe has a head stock that consists of a revolving axle attached to two belt pulleys.
The belt runs over a pulley mounted on a revolving shaft that is driven by an electric motor.
The production time decreases considerably on the power lathe as both hands are free to
operate turning tools. Power lathes are more often located in small factory settings, where
there is electricity.
A variety of cutting tools are used to shape the turning wood including chisels, gauges and
snappers. Hand saws and axes are used to prepare the wood to be turned.
Channapatna still uses traditional machinery and tools in terms of production equipment.
These are as follows:1. The artisans have the overhead belt drivers that are driven by a small motor and one end of
the belt drive converts the vertical motion into horizontal circular motion.
2. The artisans use various measuring equipment such as a compass, angles, planes and a
wide variety of other such instruments.
3. For chipping they use a number of files and chisels of different shapes and sizes.
4. Colouring is done using vegetable dyes while the wooden block is still rotating on the
lathe.
Apart from the mechanized or hand machines they use a number of other tools to manipulate
the surface of the toys, such as a drilling machine is used to drill holes in certain toys, a chisel
is used to develop grooves and create curves on the surface, the vegetable dyes are used to
impart eye catching and bright colours to the toys to make them attractive for the buyers and

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visitors who visit the village. Moreover there is a wide range of files of different shapes and
sizes used to further manipulate the surface by creating other innovative designs on the toys.

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3.6. The Birth of a Toy


Raw materials
The production of lacquer ware through the lac-turnery process involves both natural and
synthetic materials. The industry is therefore totally dependent on forests for the primary raw
materials. These forest-based products are the wood of the hale (Wrightia tinctoria) tree, lac
produced by the insect Technadria lacca and the leaves of the talegiri (Pandanus
odoratissimus). Synthetic materials include paints and pigments.
Hale wood is the basic raw material of lac-turnery. It is extremely close grained, moderately
hard and easily turned into fine shapes by hand or machine. It has a very low moisture and oil
content. The latter helps ensure an excellent finish and translucency after polishing. Hale is
an indigenous tree found in the forests and on village wastelands in Channapatna,
Ramnagaram, Mysore, Shimoga, Chickmagalur, Hassan and Coorg in the state of Karnataka.
Although hale is, without exception, the preferred species for lac-turnery, artisans will work
with yellow teak (Adina cordifolia), silver oak (Grevillea robusta), ebony, rakthchandana, red
wood (lal agar), blackwood (kale agar) rose wood (Dalbergia latifolia), grey wood, red cedar
and pine (Pinus sp).
Hale is classified by the forest department as a timber tree. The government rate for hale
wood is Rs 1200 ton but private suppliers will sell it for Rs 900/ton. It is usually purchased in
10 kg billets for Rs 12.
Lac is an encrustation produced by the insect Technadria lacca. It is found on a number of
forest trees, particularly kusum (Schleichera oleosa). Currently, it is collected in Bihar,
Madhya Pradesh, Maharashtra, Orissa, Uttar Pradesh and West Bengal. In the nineteenth
century lac was plentiful in Karnataka. This is no longer the case and supplies are imported
mostly from Madhya Pradesh. Three different varieties of lac are used in the lac-turnery
process. The highest quality lac is referred to as button lac. It is light and golden coloured and
can cost up to Rs 120/kg. The second is a medium brown colour and sells for Rs 80/kg. The
third, poorest quality lac is dark black and sells for Rs 60/kg.
Talegiri (Pandanus odoratissimus) is also known as screw pine. This palm-like evergreen tree
has bunches of long thick leaves and can be either densely branched or have a clear bole of
up to 6 m in height. Found on the coast and along banks of rivers, canals, fields and ponds,
the screw pine often has aerial roots. The leaf is an important accessory in lacquerware
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production. Used for polishing, it imparts a translucence to the finish. Bundles of 100 leaves
cost Rs 20.
A number of synthetic substances are used for colouring the finished products. These include
lithopone, a compound of barium sulphate and zinc sulphide which is a white pigment that
enables lac to lose its transparency and become opaque. Lithophane is imported from
Czechoslovakia and Germany, and costs around Rs 50/kg locally. Equally important are
aniline colours which are used to prepare lac sticks. The following basic colours are used:
rhodamine (rose), auromine (yellow), diamond green, purple, violet and red. Finally poster
colours and enamel paints are used to draw decorations and scenery onto the lac finish.
Sand paper must also be purchased. Clear varnish is used to give a finish to the final product.
3.7. The production process
The production of lacquer ware involves a series of steps, all of which can be accomplished
in a household workshop. Before wood can be turned on the lathe both wood and lac must be
prepared.
The preparation of lacquer from lac begins with heating and softening. Lac is stuck on to the
ends of two identical wooden sticks which are heated until the lac becomes plastic and
malleable. The heating process is repeated occasionally to maintain plasticity. A specific
amount of lithophone is then added to the softened lac and is beaten continuously until a
white tint appears. A small portion of powdered dye is mixed with a bit of water and this is
added to the warm white lac. The mixture is then beaten again until the correct shade evolves.
The lac then begins to assume the consistency of rubber. It is reheated, and before solidifying
it is removed from the splinters by hand. A long thin stick of coloured lacquer 0.5 cm thick
and 3 cm wide is shaped and cut into 15-20 cm lengths. Four or five sticks of one colour are
prepared at a time. These sticks have a shelf life of only one month before they become hard
and unfit for lacquering.
The preparation of hale wood for lac-turnery begins with seasoning. Logs are cut into small
billets and stored away from heat and sunlight in a location with good air circulation for ten
days to a month, depending on the moisture content of the wood.
The edges of the seasoned billets are then chiselled and superfluous wood is removed until a
cylinder is formed. The wood is now ready to be turned on a lathe.
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Cutting tools are applied to the revolving piece of wood so that thin continuous chips are
scraped off. Skilled craftspeople are able remove uniform, thin layers of wood to create
desired shapes. Once the desired shape is formed, it is sanded with sandpaper while it is still
turning, until the surface is smooth and uniform.
At this stage the article is ready to be lacquered. The quality of the final product depends on
the skill with which lacquer is applied to the turning wood. A lac stick of the chosen colour is
pressed to the revolving wood. The friction causes the lac to melt and spread uniformly over
the area on which it is applied. Final finishing is done using a screw pine leaf to help spread
the lac on the turning wood and polish the object. Buffing lends a translucency to the finished
product. The lacquered article is separated with a cutting tool and removed from the lathe. At
this point, some articles are further ornamented with paint.
The variety of products is exhaustive.
3.8. Content for Images
1. The traditional tool used in the turning process of toy making.
2. The closer perspective of traditional tools.
3. Preparation of the vegetable dyes is a process in which lacquer is to be applied on the
surface of the toys.
4. The lacquer is made from the resin of the tree called Rhus Verniciflua, which produces a
very hard and durable finish and is resistant to water, acid, alkali.
5. The colours are made with natural vegetable dyes like indigo for blue, turmeric for yellow,
katakata for brown and annatto seeds for red.
6. Friction between the work piece and lac sticks on the lathe melts the color smoothly over
the work piece.
7. The overview of the lathe machine used for turning process.
8. The Jigsaw machine which is used to cut the wood into desired shapes.
9. The belt which enables the continuous rotation of lathe.
10. The mechanized saw is used to cut the wooden logs into pieces.
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11. Different types of chisels used to manipulate the wood.12. Tools which are used to
measure the work piece.
13. The machinery used to sharpen the tools.
14. The sheared wood piece is fit into the masthead for the surface to be manipulated further.

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14.
3.9. Making Process
It is an indigenous lac turnery industry
Hale wood is used as:
1. close- grained
2. Moderately hard
3. Ideal for turning
Specialty of Channapatna is a complete set of cooking vessels & kitchen-ware.
Modern innovations include telephones, planes, engines, trains, trucks etc.
Balancing doll is a popular specimen.
The product range has spread its tentacles from traditional toys to producing articles meant
for interior decoration, household utility articles, spice box, salt and pepper box, coaster sets,
coat hangers, key chains, mobile holders and an extended range of corporate gift items
It is done on lathe which is machine or hand operated.
For turning slender & delicate items, hand lathe is suitable

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3.10.

Process of Lacquering

Vegetable dyes are used in the colouring process to ensure that the toys and dolls are safe for
use by children.

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3.11.

Manufacturing Process - Channapatna Toys

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3.12.

Content for the pictures

1. The mallet is used to beat the work piece to the desired form.
2. The piece is then cut in various parts using the mechanised saw machine.
3. The work piece is turned on the lathe machine using tools to curve the surface.
4. Cuts and incisions are made on the surface using chisels.
5. Sandpaper is used to smoothen and file the surface for a sleek finish.
6. This tool is used to measure the work piece with reference to the technical drawing of the
design.
7. The surface is smoothened for the process of colouring.
8. The coloured lac sticks are used to impart the colours to the work piece.
9. Different vegetable dyes are used manufacture various coloured lac sticks.
10. The heat produced by friction melts the coloured lac stick on the surface.

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3.13.

10.

Traditional Toy Making Process

Content for traditional toy making images:


1. The ivory wood is set to the manual turning tool.
2. The manual lathe used on the work piece which functions based on the hand movements
given by the craftsman.
3. While the wood turns on the lathe, the craftsman starts pruning and carving the work piece.
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4. Pruning and carving is done using different types of tools.


5. Lac stick is pressed on the surface of wood for uniform application of colour.
6. Cactus leaf is used to smoothen the surface of the wood.
7. The colorful toy is ready to be removed from the lathe.

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3.14.

Picture Content

1. Channapatna craftsman at work on the traditional toy making machinery.


2. A worker shaping a piece of wood with dexterity and concentration.
3. Removing the extra material from the work piece to give it an accurate shape.
4. Making use of vegetable dyes to colour the toys as to render them nontoxic for the
children.
5. Polishing and smoothening the finished product using a dry cactus leaf.
6. A worker showing his perseverance during the process of making a product in
Channapatna.

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3.15.

Products

Channapatna often known as the toy town of Karnataka is famous for its wooden lacquer
toys and other utility items. This small village in Karnataka has pearls of creativity and an
artistic sense deeply embedded in its soil. The products created in Channapatna are absolutely
eco-friendly and non-hazardous items and particularly are very safe for children. The toys are
without any sharp edges and non-toxic rendering them safe for children. These products are
made using soft wood and vegetable dyes. Vividly coloured and finely finished these
products attract a large number of tourists from India and abroad alike and these products are
admired by one n all.
3.16.

Content for pictures

1. The attractive forms catch the consumer as well as the art lovers interest.
2. The changing market has brought a change in the designs of the craft.
3. Certain items like handcrafted bottles become a good collectible item.
4. The finished product is a colourful ensemble.
5. Bangles are also a popular product that appeals to the young girls.
6. This noise maker is a huge rage with the young children.
7. Some forms are versatile in terms of use.
8. The multi utility toys are popular in the market.
9. Some forms like the tortoise are synonymous with the Channapatna craft.
10. The Channapatna craft is a champion of curved forms and the excellent finishing makes it
even more attractive.
11. Key-chains are probably the most popular product of the Channapatna craft.
12. A composition of the adaptability in the forms manufactured at Channapatna.
13. The bright colours, the numerous rotund shapes are the unique characteristic feature of
this craft.

30

1.

2.

3.

4.

5.

31

6.

7.

8.

9.

10.

.11.

12.

13.

32

3.17.

A journey through the value chain of Channapatna Toys

3.18.

Procurement of raw materials

The major raw materials are wood & lac


Wood Hale mara which is grown in and around 6 Kms radius of Channapatna is the main
ingredient of the craft. It is sourced from farmlands, cut ones are sourced saw mill. The tree is
of high medicinal value, the oil extracted from it is used by the drug company, Himalaya. The
tree has high pollination rate and grows with the help of rain water, thus the ecosystem for
this craft is balanced.
Lac The other primary raw material is a natural resin extracted from the lac insect. The
resin for this craft is sourced from North east, west Bengal. The major production hub is
Kolkata. The quality of lac increases according to rates. The lowest from 200/kg, 300/kg to
1700/kg. Koosume is an export quality lac which undergoes three to four purification stages.
3.19.

Seasoning of the wood

The procured Hale wood has to be processed before moving into production phase. The wood
can be season through two methods. One method involves chemicals, the other is natural
seasoning which requires adequate ventilation. Most of the industries opt natural seasoning.
The wood is cut into blocks of varies sizes and seasoned accordingly. The duration for
seasoning is for a 1X1 inch wood block, 3-4 months, for more than 2 inches it takes more
than 6 months.
3.20.

Production

For export products the construction process takes place as per the specification of the buyer.
The entire bulk is reviewed by producing a pre-production sample which is approved for
further production by the quality team of the manufacturer.
Production involves three phases training, production and quality. Training period is based
on the efficiency of the worker. It can extend from 0-3 months, 6 months or even years for a
trainee to orient himself to the production process.
Production process begins after approval of the PPO, a regular lathe machine with a 3bhp
motor can run 10-12 machines. Each artisan is bestowed with a skill, few do components of a

33

toy and few are involved in coloring and some in mixing of colors. Turning process has most
number of women in Maya organics.
3.21.

Working conditions

Exposure to dust Since it is a medicinal tree, the dust has no after effects, but the employees
are provided masks.
Waste disposal The dust is usually sold at Rs 3/kg for Agarbatti production, the blocks are
used as firewood.
Pay structure Most of the artisans are paid consignment basis, per piece rate.
3.22.

Packaging

The in house packaging process is carried out only at Shilpa, the products after they are
manufactured are packed for domestic and export market by the manufacturing setup itself.
FOB (freight on board) method of payment is followed by Shilpa for international and local
vendors.
3.23.

Retailing

The exported goods are usually sold in the buyers name. Each manufacturing unit has its
own retail store in and around Channapatna (Katerpillar Mysore highways, MO [Maya
organics own label] Bangalore). They do not have a target audience, they are a niche
segment. Their prime customers are those who appreciate the art and artisans, most of them
are loyal.
3.24.

Services

Till date there is no complaints registered from the customers after usage of product in the
retail store. In case of exports the rejected pieces are sold in the retail outlet of the
manufacturer (Maya organics)

34

Chapter 4
(SWOT Analysis)

35

4. SWOT analysis
Strengths

Weaknesses

The distinct art form of making the

toy i.e. turned wood work

workers.

The sheen from the lacquer colours

The GI held by Channapatna products


that prevents similar toys from being

Limited reach outside Karnataka and


south India.

Quality problems in terms of the

produced anywhere else in the world.

finishing of the product, chipping of

Karnataka Handicrafts Development

the wood during transportation and

Corporation

the seasoning of the wood.

providing

marketing

support to Channapatna artisans.

Attrition rate, especially in women

Long and expensive training periods

The dyes used are natural and

after which artisans often leave or go

organic.

independent.

They are hand crafted and appeal to a

Machinery

niche audience who prefer such


goods.

Karnataka State Small

Industries

Development Corporation Limited


(KSSIDC) and Export Promotion
Council for Handicrafts (EPCH) set
up a Crafts Park in the late 2000s in
Kalanagara

and

introduced

mechanised facilities for production.

Opportunities

Threats

Expansion of the product line from

toys to home dcor and more.

toys

The massive export potential due to

substitutes.

its

demand

in

the

international

market.

Exploiting e-commerce channels to

Tapping the unorganised sector of

in

the

market

acting

as

Imitations in the market which


closely resemble the real product.

increase reach.

The ready availability of Chinese

Use of black poster colour instead of


indigo due to its high price.

The machinery provided by the


36

these artisans.

government

Putting efforts into marketing and

carpentry and does not work for toys.

increasing

awareness

about

is

more

suited

for

the

product nationally.

Spreading awareness about the art


itself.

Karnataka

government

had

sanctioned a sum of Rs 650 lakh for


the project, which is open to all
exporters and artisans.

37

Chapter 5
(Schemes and subsidies by
Government of India)

38

5. Schemes and subsidies provided by Indian Government for domestic


market
5.1. Channapatna Crafts Park
Channapatna Crafts Park is Indias first crafts park and is located at Channapatna in
Karnataka, South India. Channapatna is a crafts cluster of over 3000 traditional artisans
engaged in the production of lacquerware. The Park was established to help preserve, nurture
and grow their skills by providing them with employment opportunities. This has been done
through the provision of infrastructure and manufacturing facilities to exporters engaged in
the production of wood craft lacquerware and natural fibre products synonymous with the
region. The infrastructure and facilities of the Park are also available to Architects, Designers
and Companies for crafting and manufacturing of wooden products and lacquerware.
Spread over 14 acres of land, the Park has a sophisticated Common Facility Service Centre
with state-of-the-art wood working machines. Also being set up is a Common Facility
Service Centre for natural fibre. Manufacturer-Exporters are establishing their individual
manufacturing centres within the Park. The companies currently operating within the Park
are:

Alpha Designer Cane

Ajmal Handicrafts

Ashrafi Fashions

Bharat Arts & Crafts

Chromacrafts International

Industree Crafts Pvt. Ltd.

Kushala Kala

MAYA Organic Ltd.

N.Ranga Rao & Sons

Reliable Woodcraft

Shilpa Trust

Sri.Beereshwara Arts & Crafts

T.P.Arts & Crafts

These companies are engaged in the production of fashion accessories, corporate gifts,
kitchen accessories, lifestyle products, wooden furniture, toys & dolls, educational
39

equipments, accessories for perfumed products, natural fibre products, cane & bamboo
articles and furniture.
Channapatna Crafts Park is a registered society with representation from the Department of
Industries & Commerce, Government of Karnataka, Karnataka State Small Industries
Development Corporation Limited, Export Promotion Council for Handicrafts, Karnataka
State Handicrafts Development Corporation Limited and six manufacturer exporters.

5.2. Incentives & concessions for Ramanagra


(Channapatna is a taluk in Ramanagra)
Investment promotion subsidy for MSME
a) Micro manufacturing Enterprises
Zone 1: 25% VFA (max. Rs.10 lakhs)
Zone 2: 20% VFA (max. Rs.7.5 lakhs)
Zone 3: 15% VFA (max. Rs.5.00 lakhs)
b) Small Scale manufacturing Enterprises
Zone 1: 20% VFA (max. Rs.20 lakhs)
Zone 2: 15% VFA (max. Rs.15 lakhs)
Zone - 3: 10% VFA (max.Rs.10 lakhs)
c) Medium manufacturing Enterprises (those who employ minimum 25 workers).
Zone 1: Rs.30 lakhs
Zone 2: Rs.20 lakhs
Zone 3: Nil
Exemption from stamp duty & waiver of conversion fine
100% in Zone 1 & 2; 75% in Zone 3
Exemption from Entry Tax: 3 to 5 years
Exemption of APMC (Agricultural Produce Market Committee) Cess: 3 to 5 years
Subsidy for setting up ETPs (Effluent treatment plants): up to Rs. 100 Lakh
40

Anchor unit subsidy: Rs. 100 Lakh


Interest subsidy for micro units: 3 to 5 years
Exemption from electricity Duty: 3 to 5 years
Subsidy for Technology Upgradation & Quality Certification
Interest free loan on VAT for Large & mega projects: 5 to 12 years depending on
investments and employment

5.3.

Karnataka State Handicrafts Development Corporation Limited (KSHDC)

Karnataka State Handicrafts Development Corporation Limited, (A Government of


Karnataka Undertaking) was established in the year 1964 under Companies Act 1956.
The objective of the corporation is to preserve, develop and promote handicrafts. Government
of India and Government of Karnataka are the shareholders in the organization. Karnataka
State is richly endowed with widely practiced, accepted and acclaimed crafts since time
immemorial. The major crafts are sandalwood carvings, rosewood inlay, Channapatna
lacquerware & toys, Mysore traditional paintings, bidri ware, kinhal toys, Navalgund durries,
stone carvings, other wood carvings, traditional jewellery, mirror and embroidery, banana
fibre, terracotta, bronze icons, Pile carpets and many more.
Karnataka State Handicrafts Development Corporation Limited is the pioneer in establishing
13 craft complexes across Karnataka state wherever there is concentration of artisans for
various crafts. Common facility centres are also built at these craft complexes for the benefit
of artisans.
4544 artisans are registered with the corporation and over 50,000 artisans are indirectly
depending upon the corporation for preserving, developing and promoting their
craftsmanship. The corporation has provided 1222 living cum work sheds to the eligible and
deserving artisans.
Raw materials such as sandalwood, silver and zinc are being provided to the artisans at
subsidized rates. Workshops and training programs are conducted periodically to upgrade the
craftsmanship and skills of artisans. Besides, providing forward and backward support to the
traditional artisans, courses are conducted to the interested persons in learning and sustaining
the craftsmanship in various crafts.

41

The corporation has established 'Gurukula', where Two Year Certificate Course is conducted
in craftsmanship at Sagara in Shimoga District to sustain the traditional crafts like 'wood
carving' and 'stone carving' by providing training to especially younger generation.
Thus, the corporation is having the required wherewithal to conduct business to optimum
level. In order to market the products made by the artisans across the state 11 retail sales
outlets popularly known as 'Cauvery', Karnataka State Arts & Crafts Emporium at major
cities such as Bangalore, Mysore, Mangalore, Hubli, Chennai, Secunderabad and New Delhi
have been established.
The corporation has made inroads into both national and international markets. Its products
are widely accepted and admired world over. Besides, selling the artefacts in its retail outlets,
the corporation has been exporting to most of the developed countries. The corporation has
also launched online sales through its website www.cauveryhandicrafts.net which is gaining
momentum.
5.4. Lacquer ware Craft Complex, Kalanagar, Korlkatta, Channapatna
Ramnagara District

It is spread over in 6.37 acres of land

Number of Registered Artisans - 954

Number of living cum work sheds provided to the eligible and deserving artisans 254

Common facility centre has been established for the benefit of artisans

Wood seasoning plant has been established for the benefit of artisans

5.5. Assistance to States for Developing Export Infrastructure and other Allied
Activities (ASIDE)

The Scheme is in vogue since Year 2002.

Allocation is based on the export performance of each State and also its growth rate.

The objective of the scheme is to involve the states in the export effort by providing
financial assistance for the creation of critical infrastructure for the development and
growth of exports.

VTPC (Visvesvarya Trade Promotion Centre) is the Nodal Agency for monitoring of
ASIDE Scheme from Karnataka.

State Level Export Promotion Committee (SLEPC) for ASIDE under the
Chairmanship of Chief Secretary approves the project proposals.
42

5.6. Criteria for approval of projects

Land free from all encumbrances is a prerequisite for consideration of projects for
assistance under ASIDE.

The proposals should reveal a direct linkage with the exports.

The proposed investments should also not duplicate the efforts of any existing
organization in the same field.

The funding for the project should generally be on cost-sharing basis, if the assistance
is being provided to a non-government agency.

However, the SLEPC / Empowered Committee (EC) may consider full funding of the
project on merit.

5.7. Eligible Agencies


Under the scheme, funds for the approved projects may be sanctioned to:

Public Sector undertakings of Central / State Governments.

Other agencies of Central / State Governments.

Export Promotion Councils / Commodity Boards.

Apex Trade bodies recognized under the EXIM policy of Government of India.

Individual Production/ Service Units dedicated to exports.

5.8. Submission/scrutiny of project proposals

The project proposal should be exhaustive and precise. All aspects related to the
project should be supported by data, surveys and projections for future.

The project proposal should be accompanied by an executive summary, which should


contain the following facts:

Name and complete address of the proposing organization

Name and complete address of the implementing organization

Status of the implementing agency (whether Government agency, Trade Body or


Individual Exporters etc.)

Total cost of the project.

Financing pattern.

Whether finance from source(s) has been tied up.

Whether land, if required, is available for the project.

Project phasing and date of completion.

Scope of work (Type of facilities required).


43

5.9. Udyogini scheme


A truly innovative scheme, it was sanctioned by the Government of Karnataka in the year
1997-98. Udyogini assists women in gaining self-reliance through self-employment,
especially in the trade and service sector. Udyogini empowers women by providing loans
through Banks and other financial institutions; it also provides a subsidy from the
Corporation for undertaking business activities / micro enterprises. Loans are arranged
through financial institutions like commercial banks, district co-operative banks and RRBs.
The scheme has gone a long way in preventing women entrepreneurs from private borrowing
at higher rates of interest.
Under this scheme, the maximum unit cost is Rs.1,00,000/-. Age limit for the beneficiary is
18-45 years and family income limit to avail this benefit is Rs.40,000/- per annum for all
women including those belonging to SC/ST. No income limit is prescribed for women
belonging to special category viz., widows, destitute and disabled women. KSWDC provides
a subsidy @ 30% of the loan sanctioned for widows, destitute, disabled women and women
belonging to SC / STs, or Rs.10,000/-, whichever is less. In case of the general category
women, the subsidy is @ 20% of the loan or Rs.7,500/-, whichever is less.
Applications received are scrutinized by the CDPO of the concerned Taluk and put up for
approval of the District level Committee, headed by Deputy Director /Assistant Director,
DW&CD.
Target for 2006-07: Physical 660 women
Financial - Rs.45 Lakhs

44

5.10.

Subsidy Schemes of the Central Government

5.11.
Credit Linked Capital Subsidy Scheme for Technology Upgradation
(CLCSS)
The Scheme was launched in October, 2000 and revised w.e.f. 29.09.2005. The revised
scheme aims at facilitating Technology Upgradation of Micro and Small Enterprises by
providing 15% capital subsidy (12% prior to 2005) on institutional finance availed by them
for induction of well-established and improved technology in approved sub-sectors/products.
The admissible capital subsidy under the revised scheme is calculated with reference to
purchase price of Plant and Machinery. Maximum limit of eligible loan for calculation of
subsidy under the revised scheme is also been raised Rs. 40 lakhs to Rs. 100 lakh w.e.f. 2909.2005.
The Small Industries Development Bank of India (SIDBI) and the National Bank for
Agriculture and Rural Development (NABARD) will continue to act as the Nodal Agencies
for the implementation of this scheme.
Quality Upgradation/Environment management for small scale sector through incentive for
ISO 9000 /ISO 14001 /HACCP Certifications
In order to enhance the competitive strength of the small scale sector, the Government
introduced an incentive scheme for their technological upgradation/quality improvement and
environment management. The scheme provides incentive to those small scale/ ancillary
undertaking who have acquired ISO 9000/ISO 14001/HACCP certifications. The scheme for
ISO 9000 reimbursement in operation since March, 1994 has now been enlarged so as to
include reimbursement of expenses for acquiring ISO 14001 certification also.
The Scheme envisages reimbursement of charges of acquiring ISO-9000/ISO-14001/HACCP
certifications to the extent of 75% of the expenditure subject to a maximum of Rs. 75,000/- in
each case. The Scheme is valid up to 31st March 2012.
5.12.
Market Development Assistance Scheme for Micro, Small & Medium
Enterprises
The scheme offers funding for participation by manufacturing Small & Micro Enterprises in
International Trade Fairs/ Exhibitions under MSME India stall; sector specific market studies
by Industry Associations/ Export Promotion Councils/ Federation of Indian Export
Organisation; initiating/ contesting anti-dumping cases by MSME Associations and
45

reimbursement of 75% of one time registration fee (w.e.f. 1st January 2002); and 75% of
annual fees (recurring) (w.e.f. 1st June 2007) paid to GSI (Formerly EAN India) by Small &
Micro units for the first three years for bar code.
The permissible subsidy is as below:

The Govt. of India will reimburse 75% of air fare by economy class and 50% space
rental charges for Micro & Small manufacturing enterprises of General category
entrepreneurs.

For Women/SC/ST Entrepreneurs & Entrepreneurs from North Eastern Region Govt.
of India will reimburse 100% of space rent and economy class air fare.

The total subsidy on air fare & space rental charges will be restricted to Rs.1.25 lakhs
per unit.

5.13.

Subsidy Schemes of NSIC (National Small Industries Corporation)


Raw Material Assistance

Raw Material Assistance Scheme aims at helping Small Scale Industries/Enterprises by way
of financing the purchase of Raw Material (both indigenous & imported). This gives an
opportunity to SSI to focus better on manufacturing quality products. The benefits of the
scheme include:

Financial Assistance for procurement of Raw Material up to 90 days

SSI helped to avail Economics of Purchases like bulk purchase; cash discount etc.

NSIC takes care of all the procedures, documentation & issue of Letter of credit in
case of imports

5.14.

Marketing Assistance

Under the Scheme, marketing support is provided to Micro, Small & Medium
Enterprises through National Small Industries Corporation (NSIC) to enhance
competitiveness and marketability of their products, through following activities:

Organizing International Technology Exhibitions in Foreign Countries by NSIC and


participation in International Exhibitions/Trade Fairs
46

Organizing Domestic Exhibitions and Participation in Exhibitions/ Trade Fairs in


India

Support for Co-sponsoring of Exhibitions organized by other organisations/ industry


associations/agencies

Buyer-Seller Meets

Intensive Campaigns and Marketing Promotion Events

Other Support Activities

Micro and small scale industries (SSIs) of Karnataka will now get an interest subsidy of 6 per
cent for their loan availed from the Karnataka State Financial Corporation (KSFC). The state
government had issued an order in this connection on last March 10. Chief Minister
Siddaramaiah, had announced in the 2014-15 budgets an interest subsidy of 6 per cent
for KSFC loans for micro and SSIs.
With the 6 per cent interest subsidy offer, entrepreneurs can get loans from KSFC at 8 per
cent now. This will encourage first generation entrepreneurs to venture into industrial
projects. SSI investment limit is Rs 5 crore as per MSMED Act. But Karnataka Government
limited this interest subsidy facility for projects up to Rs 1 crore and in place of interest rate
of 6 per cent it has announced interest subsidy of 6 per cent, consequent of which SSIs now
have to pay 8 per cent interest.
First generation entrepreneurs can avail a maximum loan of Rs 70 lakh at 8 per cent, availing
of 6 per cent interest subsidy through the KSFC along with applicable state government
investment subsidy.
Fairtrade Fairtrade partners with businesses to create a people centric approach to
sustainability that resonates with consumers. It work with multiple businesses and brands to
help them source ethically from Fairtrade producers.
By putting the FAIRTRADE Mark on products, it provide consumers a guarantee that the
farmer has received a fair price for his/her crop and that environmental standards are being
followed. Furthermore, the whole supply chain is audited to provide an independent
assurance that what we commit to is being done.

47

In addition to ensuring a fairer deal to the producers, it works with them and their
communities

for

capacity

building

in

areas

such

as

governance,

women

empowerment, protecting childrens rights and other social and economic programmes.

Fairtrade undertakes campaigns and awareness activities to tell citizens about the importance
for them to engage with Fairtrade and how they can make a difference.

48

Chapter 6
(Analysis)

49

6. Analysis
6.1. Technical analysis
The art is not very technical and neither does it incorporate a lot of technology in its
manufacturing process. The toys are still made according to few standard shapes and sizes
but the measurements and sizes are made to a small degree of precision.
6.2. Tools details: (with local names)

Square headed chisel: Matu-lay {type-1 6-8 blade and 4 handle, type-2 blade 45 and handle- 4}

Round headed chisel: Quli {type-1 6-8 blade and 4 handle, type-2 - 4-5 blade
and handle 4}

Marking tool: Bayer-gay {type-1 6-8 and 4 handle, type-2 blade 4-5 and
handle 4 }

Bow for hand lathe: Patri {length 2.5feet, breadth 1.2 2feet}

Jaw of hand lathe: Muday {3-4 inches}

Vice or tool rest for hand lathe: Dubbay {3feet}

Stool for hand lathe: Kal-madey {height 3 length 18 breadth 8}

Clamp: Chandrika {6-7}

Chisel: Bacchii {handle- 8 blade- 6}

6.3. The components of Tools

Wooden handles

Steel blades

6.4. Traditional Machine


A Moroccan hand lathe has been used traditionally and still used by artisans in the
unorganised sector and those who work in the backyard of their homes.
6.5. The Story of Lathe
A wood turning lathe rotates a piece of wood mounted between two fixed points. The wood is
shaped by tools held against the rotating wood and finished with sand paper. While

50

commercial wood turning lathes are available, wood turning has been practised from at least
the 6th century BC and possibly for several hundred years.
6.6. The Bow Lathe
Also called Moroccan lathe is very similar to the strap lathe but the power is supplied by a
bow. The string of the bow is wrapped around the work piece and a reciprocating motion is
created by moving the bow forward and backwards. Whereas the strap lathes requires two
people to work it, the bow lathe requires only one. The drawback is that less power is
available and the turner has only one hand to control the tool. Some expert artisans also use
their foot to help steady the tool. The efficiency and productivity throught this lathe is very
small.
We have witnessed the artisans using the bow lathe in Neelasandra. All people in the
backyard of their homes primarily use this Bow lathe.
6.7. Motor Lathe
During Industrial revolution, wood lathes began to become mechanized. At the end of 19th
century, electric motors began replacing mechanical power generation and line shafting.
On the motor lathe the belt was attached to the motor the pole on the top. The motor caused
the belt to rotate and when the belt was attached to the shaft of the lathe, the lathe rotated.
One end of the lathe had the place to fit the wood and on the other end there was a fan made
of plastic bottle to provide the workers with air. There are more advanced lathe machines
with CAD that enable superior production capacity of upto 500 products in an hour but those
machines are not needed nor feasible for small production units at Channapatna.
Although the Government has provided some high tech machines at the Crafts Park at
Thagachagere Channapatna, it proves to be of very limited or no use to the local artisans for
toy making at least.
Machines available at the Crafts Park:
1. Auto copy shaper inner: Max limit 75mm
2. Auto copy shaper outer: Max limit 28X3/700mm
3. Auto wood lathe: It can perform 3 tasks of cutting, finishing and drilling at the
same time. The Max cutting thickness in 3

51

4. Stapling machine: Used normally for 45 photo frames. It is Pneumatic driven and
its max stapling thickness is 50mm.
5. Mitre cut off machine: Maximum cutting thickness is 65mm Pneumatic as well as
power driven.
6. Straight line ripsaw: maximum cutting height is 75mm, conveyor belt driven, gives
good shiny finishing.
7. Sliding table panel saw: Can cut at an angle of 45 to 135 tilt, speed is 10,000 rpm,
manual, rough, finish.
8. Auto twin table tenoner: can create straight, cylindrical, tilt, T-tenon, dove-tail
tenons, in 1 hour 100 piece can be done.
9. Pneumatic router: manual, pneumatic as well power driven.
10. Pneumatic router: manual as well as power driven.
11. Spindle shaper: for edge shaping.
12. Open type belt sander: for rough finish, maximum sanding thickness 150mm, can be
used for 80 to 120.
13. Double shaft sponge sander.
14. Horizontal drum sander
15. Dust collector

6.8. Tool Maintenance


For the mechanical lathe machines, artisans do oiling to the electric motor bearings and
oscillating rod bearings from time to time. There are certain instances when it gets jammed
and then they dismantle and assemble it again after removing the dust particles.
The tools which the artisans use are usually bought from the junk yards which are usually
blunt, they try to reuse it. Another option is to rent the tools from nearby hardware stores,
where the artisans get a tool kit for rent at the price of Rs 90 per month. They use auto
motors and set up lathe.
The tools do get blunt after continuos usage and hence in bigger workshops artisans have
electric grinders to sharpen the tools and in small workshops rub tools against stone to
achieve sharpness. Artisans many a times make components themselves.

52

6.9. Areas where technological intervention can be used


Wood seasoning:
As of now the unorganised sector and even few of the organized players use traditional
methods of wood seasoning. But there are various machines that can be used to make this
process faster instead of waiting for months to make this process naturally.
One such machine identified that can be beneficial for the Channapatna lac turney industry is
the High frequency vacuum dryer machine.
Potential usage of nanotechnology in wood drying:
Treating poplar boards with Nano metals affects the drying behaviour
According to a study done by university researchers in Iran after a detailed study they
concluded that silver and copper nanoparticles may have the potentiality in improving the
drying quality in convective wood-drying kilns.

53

6.10.

Socio Cultural analysis

Toy making is a legacy which has been followed generation after generation in Channapatna.
It is a heritage that the town holds.
Given below is the analysis of social and cultural issues:
6.11.

Livelihood of the artisan

Artisan alliteration rate One of the prime reasons for the depletion of the craft is the
high alliteration rate. Artisans are shifting from craft to craft, the offspring of the
artisans family are not willing to carry on with the craft as the market isnt attractive.

Female artisans Most of the skilled labour is done by women as they adhere to
specific details. Due to their family situations and constrains, they abandon the craft
after marriage.

Urbanisation - The shift to urban cities for occupation is also an important cultural
factor, in order to cope up with these issues organisations are bringing contract
workers in doing so the core of the craft is deteriorated.

Market control In the unorganised sector, the artisans are controlled by market, the
marker sets the demand and defines the prices. The marginal difference between the
artisan the middlemen and the retailer is high, thus affecting the livelihood of the
artisan.

6.12.

Working conditions

The artisans are constantly exposed to dust during the production process, they are
provided with safety gears like masks, but they are not worn by all. There is no check
on the application of the safety norms provided by the organisation.

Waste disposal The waste is in the form of saw dust, wood chips. The saw dust is
sold for making Agarbatti and the wood chips are either sold or used as firewood. In
the production floor, the dust is heaped beside the working station of the employee.
There is no provision provided for regular clean up or storage in a particular area of
the production floor.

In case of artisans who shape wood pieces, or cut wood pieces they are not provided
with safety gears.

54

6.13.

Product

Even though the product is purely hand crafted it has a few glitches in terms of the
components that make up the product.

Since the indigo powder dye is expensive, as a substitute camelin poster colour black
is used.

The other major issue faced is maintaining the lac temperature, if the temperature
increases the lac melts, which is the most expensive raw material component.

Seasoning of the wood, which is the initial stage for the processing of the product
takes a lot of time.

6.14.

Productivity & skill oriented issues

There is no continuous follow up of the established Standard Operating Procedures


followed in the manufacturing of the crafts.

Few of the artisans are lethargic, take long breaks and thus reduce productivity. Since
the SOP is not effectively implemented and followed up, the working culture is
deteriorating.

There is no fixed training period, each artisan takes different amount of time to adapt
a skill.

Less awareness among artisans about government certified courses.

6.15.

Retail scenario

Imitation at the market A serious threat to the craft is the invasion of the market by
Chinese toys and counterfeits. Due to lack of awareness of the product and craft,
customers perceive the counterfeits to be the originals.

Domestic awareness The craft is not well known among the country, the awareness
level of the craft is high only in South India. It lacks a nationwide awareness.

The USP of the product is considered as non-toxic, eco-friendly but the mastermind
behind the entire product, the artisan and the craft are not given importance as much
as these factors.

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Chapter 7
(Conclusion and Bibliography)

56

7. Conclusion

Channapatna cluster has survived through thick and thin over the years since its inception. It
has mechanised it processes and increased production capacity. Though a lot has been done
for the organised sector and labour has become more or less skilled by practising the art every
day, the unorganised sector yet remains untapped and overlooked. The village of Neelsandra,
which specialises in bead making is still under the laps and is not able to connect to the
market, mainly because of lack of infrastructure and proper channel of distribution. The only
product that the village is confined to is the car seat cover. It needs government assistance in
form of subsidies and training programs to learn to develop new products and use of
machines.
Due to the high procurement costs of raw materials, the cost of production is high and in turn
the price of the final product. This has enabled Chinese wooden toys to invade the market. It
poses a great threat to the native products. Government should thus provide subsidies for raw
materials to reduce the cost and prices. This will increase the domestic sales and exports.
The cluster needs more recognition and awareness throughout the country and globally. Also
the artisans should be awarded for their work which will enhance the appeal of the products
and leave a mark of Channapatna on the traditional handicrafts map.

57

8. Bibliography

https://www.google.com.pg/search?q=obama+channapatna+toys+republic+day+2015+in
dia&biw=1366&bih=667&tbm=isch&tbo=u&source=univ&sa=X&ved=0ahUKEwim6fH
84_zJAhWDPo4KHfgXCzEQsAQIIw#tbm=isch&q=obama+with+channapatna+toys+re
public+day+2015+india

http://www.thehindu.com/multimedia/dynamic/02286/23bg_chennapatna_e_2286219c.jp
g

http://www.thehindu.com/news/national/karnataka/surge-in-sale-of-channapatnatoys/article7759821.ece

http://www.mouthshut.com/review/Channapatna-review-lsmmptmqnr

https://en.wikipedia.org/wiki/Channapatna_toys

http://craftspark.org/about-us.html

https://www.google.co.in/search?q=channapatna+corporate+sector&biw=1093&bih=534
&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwi_q_CZyvzJAhVVBI4KHazCC
0cQ_AUIBygC

https://www.facebook.com/Aatike/

http://www.thehindu.com/news/national/karnataka/surge-in-sale-of-channapatnatoys/article7759821.ece

http://www.dnaindia.com/lifestyle/report-traditional-karnataka-channapatna-craft-sees-arevival-2113942

http://planningcommission.nic.in/reports/peoreport/cmpdmpeo/volume1/150.pdf

http://www.mondaq.com/india/x/366528/Corporate+Governance/Corporate+Social+Resp
onsibility+Indian+Companies+Act+2013

http://www.channapatnacity.mrc.gov.in/sites/channapatnacity.mrc.gov.in/files/SStreetswe
epingtender.pdf

http://www.indiamart.com/mayaorganic/aboutus.html

http://www.plymouthart.ac.uk/documents/Gent__Christine.pdf

http://craftspark.org/infrastructure.html

https://www.vtpckarnataka.gov.in/activities/aside-scheme/

http://www.business-standard.com/article/economy-policy/interest-subsidy-for-ssi-loansraised-in-karnataka-115061200921_1.html

http://globalbizresearch.org/chennai_conference/pdf/pdf/ID_C486_Formatted.pdf

http://kpsc.kar.nic.in/Bio Data Raghunandan Ramanna.pdf


58

http://www.wipo.int/edocs/mdocs/sme/en/wipo_smes_hyd_07/wipo_smes_hyd_07_www
_91823.pdf

http://www.fao.org/docrep/x5859e/x5859e04.htm

https://en.wikipedia.org/wiki/Varnam_-_Handcrafted_in_Channapatna

http://www.pucl.org/Topics/Gender/2007/channapatna.pdf

http://www.indianmirror.com/culture/indian-specialties/channapatnatoys.html

http://gaatha.com/channapatna-toys-history-process/

http://www.telegraph.co.uk/finance/recession/4511451/China-outraged-after-India-bansall-toy-imports.html

http://timesofindia.indiatimes.com/india/China-made-Channapatna-toys-They-sell-by-thedozen/articleshow/49117213.cms

http://epch.in/

http://www.thenewsminute.com/article/tragedy-channapatna-land-wooden-toys-india

http://www.researchandmarkets.com/research/q6j5g2/toys_market_in

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