Finding Marketing Mix Solutions for Livelihood through Tribal Art in Jharkhand, India

Finding Marketing Mix Solutions for Livelihood through Tribal Art in Jharkhand, India

In March 2014, IMT Ghaziabad, one of the premier business schools in India, held an exhibition of tribal paintings from Jharkhand (one of the Indian states) on its premises. Through this exhibition the school’s purpose was to support artisans trained by the Tribal Cultural Society (TCS), an NGO promoted by Tata Steel in Jamshedpur, Jharkhand (Annexure I). A study team comprising of marketing students from the business school was trying to find marketing mix solutions for selling tribal paintings for creating livelihood options.

The team received a good response as more than 80% of paintings were sold out during the exhibition. They received more queries for Saura and Gond paintings. They also received a huge order for Dokra work – around 100 pieces – to be given as gifts to international visitors. They were jubilant at their success for marketing the beautiful tribal paintings and artwork. They thought they had achieved success in creating a livelihood option for the tribals. Thereafter, they started placing orders for the tribal art work.

However, their happiness was short-lived as they learnt that Gond paintings and Dokra work could not be made by artisans as they were intricate pieces of art work and required great expertise. Moreover, the artisans were unable to produce them in large volumes. The only paintings for which they were assured of regular supply were the Saura and Sohrai paintings. Even among the two, Saura paintings were more in demand. Sohrai paintings required a higher level of refinement...............

The Study Team from IMT Ghaziabad

In 2011, IMT Ghaziabad started a Centre for Research for Rural Innovation, Capacity Building, Knowledge Management, Entrepreneurship and Technology (CRICKET), to undertake research studies regarding innovation and rural development. One such study was ‘Sustainable Livelihood Options for Tribals in Jharkhand’, a project continuing since 2012.

In Part I of the study, a documentary with the title Aarohan, was prepared to create awareness about tribals and livelihood options for them through training programmes. A marketing plan was also proposed for the same...........

Jharkhand’s Tribal Art Supported by Tribal Cultural Society (TCS)

Every region in India has its own style and pattern of art, which is known as folk art. Other than folk art, another form of the traditional art is being practiced by several tribes which is classified as tribal art. Tribal art of India has great potential in the international as well as national market because of its unique traditional aesthetic sensibility and authenticity. The tribal art form of India bears distinctive colorful designs, which are replete with religious and mystical motifs. Tribal art is available in various forms including.........

Self Help Groups of Tribal Women – Oraon and Santhal Tribes

The main objective of creating SHGs was to ensure that the women’s group worked together and supported each other. The idea behind the formation of SHG was to ensure that the women worked for a common goal – to earn money collectively by selling tribal paintings, aiming to become entrepreneurs and thus earning a livelihood through tribal art.............

Steps for Implementation of the Study Done by IMT Team

The study team from IMT Ghaziabad visited artisans at their training programmes held in Jamshedpur in February 2014. After having discussions with the trainee artisans as well as the trainer, they purchased unframed paintings and brought them to Ghaziabad.

Next, the team visited various outlets such as DilliHaat15, Surajkund Mela and State Emporia which sell tribal paintings and other artworks in the National Capital Region (NCR) of Delhi, to find the current pattern of demand as well as marketing options........

Marketing Activities

The team held exhibition of tribal paintings at IMT Ghaziabad for test marketing of paintings in March 2014. There was a display of around 30 paintings which included 11 Saura, 10 Sohrai, 8 Gond and 6 Dokra art works. The art works were viewed by the Faculty, officers, students and staff of the IMT community. Around 80% of paintings were sold. The team received excellent response............

Results of Marketing Activities

Identification of Demand (Customers’ Preference) through Test Marketing

The test marketing at IMT Ghaziabad helped in gauging customers’ preferences for tribal paintings. All Saura and Gond paintings were sold out. The results of the exhibition showed that there was great demand for Saura, Gond as well as Dokra work. Saura paintings exhibited more demand than supply...............

Supply Side Issues from TCS Artisans

After looking at the demand patterns of tribal paintings, steps were taken to sell the paintings on a sustainable basis..............

Challenges

Given the situation of high demand but inadequate supply of tribal art work, the study team had to work out a possible marketing mix solution according to the market demand. This marketing mix solution would enable the tribal artisans to earn a sustainable livelihood............

Assignment Questions

I. What marketing mix solutions should be proposed for tribal paintings for achieving sustainable livelihood?
II. ..........

Exhibits

Exhibit I: Supply Side Issues from TCS Artisans

Annexures

Annexure I: Tribal Cultural Society

Annexure II: Tribal Population in Jharkhand

Annexure III: Tribal Art Forms

Annexure IV : Competing Art Forms

Finding Marketing Mix Solutions for Livelihood through Tribal Art in Jharkhand, India

Synopsis

A team from IMT Ghaziabad, one of the premier business schools in India, consisting of students and faculty, worked towards marketing of tribal paintings. The idea was to promote livelihood opportunities for tribal people by marketing tribal products. Tribal paintings were made by women of a Self Help Group (SHG) in Jamshedpur. These women were trained in making Saura and Sohrai paintings by Tribal Cultural Society (TCS), an NGO based in Jamshedpur.

The team from IMT Ghaziabad visited the tribal artisans in Jamshedpur, purchased their paintings and made them market-ready after framing. They visited various outlets dealing with tribal handicrafts and studied the existing demand for paintings. Various steps were taken for marketing the paintings. An exhibition was held in the college campus for test marketing. This helped in identifying customers’ preference for various types of paintings.

The team from IMT Ghaziabad tried to find a marketing mix solution for paintings to be sold for creating a sustainable livelihood option. However, they faced several challenges and problems, as is generally the case in marketing handicrafts and other tribal products. They discovered that lack of regular supply of paintings was a major bottleneck from the artisans’ side. A model had to be devised to create regular supply of paintings which were of high quality. The team tried to find solutions for
creating regular supply of paintings......................

Prerequisite Conceptual Understanding/Before the Classroom Exercise/Reading

• Ranjana Agarwal, et al., “Aarohan: Handicrafts Training for Particularly Vulnerable Tribal Groups in Jharkhand”, The Case Centre, 2015

Case Positioning and Setting

The case is designed to be used by academia, industry, marketing agencies, NGOs and other development agencies. The case can be used for teaching courses in Management, Social Sciences and Development Studies. The case can be used at graduate, MBA and Executive MBA level of education. In management schools, the case is designed for teaching courses in Business, Government and Society. It can also be used in rural marketing, entrepreneurship, policy making and development issue related courses.

This case is intended as an opportunity for students to discuss the importance of taking effective decisions for marketing of handicraft products. It also explores the importance of training in developing handicrafts and sustaining their supply. The case highlights challenges and constraints faced while marketing handicrafts for sustainable livelihood. It throws light on problems which can be dealt by the government, industry and society.

Assignment Questions

I. What marketing mix solutions should be proposed for tribal paintings for achieving sustainable livelihood?
II......................

Preamble to the Case Analysis

The instructor or facilitator should focus on the key issues of the case. Marketing of products is the key to creating a livelihood option through handicrafts. However, the handicrafts sector is primarily informal in nature which is a constraint for supplying goods on a regular basis. The students need to understand the process of marketing which involves two aspects – supply as well as demand. Students tend to focus only on demand aspect. They need to understand that a regular supply of tribal paintings is extremely important. It is difficult to procure a good supply of paintings on a continuous basis. An entrepreneur has to focus on ensuring that there exists an uninterrupted flow of handicrafts which are marketable. The classroom discussion can be orchestrated accordingly [Exhibit (TN)-I]............