The handicraft sector is the largest decentralised and unorganised sector of the Indian economy, and is amongst India’s largest foreign exchange earners. Since I work with craftsmen in rural India, the applicability of mobile innovation, and the changes it could bring in my field about seem almost limitless.

1. Indian Crafts and
Cell Phones
Concept - Anurag Rana
Leela Design

2. This is Jessore - a remote village, in West
Bengal, also known as village of
Kumbhakars (Potters)
http://
www.flickr.com
/photos/
raahulsingh/
1004216757/

3. Mina Kumbhakar, one of the potters, he makes beautiful
terrcotta pots. He works only for 3 months in a year. “We
make these products on order basis. Mostly orders are
erratic and the city buyers unreliable.”
http://www.flickr.com/photos/
meanestindian/361371568/
http://www.flickr.com/photos/
judepics/2369961720/

4. “My family is part of my production team
Visits to Delhi and Calcutta help me get some new
orders while also enabling me to buy new things.”
http://
www.flickr.com/
photos/
mckaysavage/
342091584/in/
set-7215760382
2434767/

5. “I had taken loan from the money lender to complete
a large order 2 years ago. I am still trying to repay it
as we had 50% rejection.”
http://
www.flickr.com/
photos/
mckaysavage/
342091584/in/
set-7215760382
2434767/

6. “This is my existing system of selling my
products…”
1 2 3
I sell in the local market &
I design my own supply to a few stores in Participate in Dilli Haat &
products Kolkata & Delhi Surajkund mela annually

7. What if…
Mina Kumbhakar had better opportunities to sell ?
He could earn more during the year?
He could be better trained?

8. What are we talking
about ?

9. DESIGN + TRAINING
Design development + training inputs
MARKETING
New marketing activities will help Mina to
HELPING increase his sales and profits.
Mina
PRODUCTION
His production increases and so does his
regular flow of income.
SUPPORT NETWORK
Newer alliances, better technology to sustain
his business.

10. Framework
The Power of Mobile Information
Mina Wants Information
• in his language + ability to make decisions
• about different SHGʼs (self help groups)
• about grameen banks and schemes.
• about their craft and the related materials
• about other artisans in their vicinity

11. Framework
The Power of Mobile Information
Mobile database
Available on SMS
• Database of • Database of Skills • Quality Standards
Artisans
• Training • Ordering, Software • Financing needs
Undertaken

12. Design
skill development
Information on training institutes and government initiatives
Type of Training
How can you attend
Date / Fee if any
Available on SMS

13. Production
product development
Developing market driven products.
Type of Material available
Cost of Material
Supply Time
Top selling products
Available on SMS

14. Capacity building
Currently Mina works for 3
months in a year
October + November + December = Total Pots
1000

15. Capacity building
We can gradually increase the total
number months by another 3
months and so on
Oct, Nov, Total Period
Jul, Aug,
Sept + Dec +6 months = Total Pots
2000

16. Capacity building
Mina Kumbhakar Can we also make him a
resource ?
when he is not making pots he is
teaching his craft
Mina updates his availability
and skill level regularly on his
cell phone, so that he can get
relevant work when he is free.

17. Marketing
Linkages - India and overseas
Stores - requirements
Fairs - dates and participation info
Exhibitions - dates and participation info
Available on SMS

18. The handicraft sector
SUPPORT
requires sustained support
to strengthen it’s needs and
enable it to deliver.
NETWORK
A need based approach is
the key to integrated
development where the
artisan is involved in each
stage of intervention.
A ground level mechanism
needs to be created to
provide single point
approach in providing
solutions and support