Ghurni Clay Doll and Terracotta Artisans Cluster Co- operative

70 Pages·2013·2.35 MB·English

2012-2013
Need Assessment Survey

for
Ghurni Clay Doll
and
Terracotta Artisans
Cluster Co-
operative
Industrial Society
Ltd
Design Clinic Scheme

Designer: Mahendra Pal
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Preface

Handicrafts sector occupies an important place in the economy of West Bengal as it contributes significantly to employment
generation and export earnings. The economic importance of the sector also lies in its high employment potential, low capital
investment, high value addition and a constant, if not increasing, demand both in the domestic and overseas markets. The
sector provides employment to more than 3 lakh craft persons mostly from rural areas.

There is one name – Clay Doll of Ghurni (PS Krishnanagar, District Nadia), which seems to play an important role in the
export market of decorative products. This industry is spread all over the area, including Kalipur, Bhatjangla, Pal Para, Halder
Para, Sandhya Para etc. There are many small units which are employing the similar process of manufacturing and producing
similar products but facing similar opportunities and threats.

In West Bengal, Ghurni is not the only cluster, which is actively involved in the craft of making Clay Dolls. But in terms of
content, approach and style, it’s undoubtedly a unique of its kind. These dolls are unique in their realism and the quality of
their finish; which truly represent a breakaway from the traditional form. Fruits, fish, insects, animals, birds, and of course
the entire pantheon of gods and goddesses, and even the ubiquitous Donald Duck and other popular comic strip characters,
faithful copies of real-life, down to the minutest detail. Realistic recreations of everyday life, work, mood and character --
farmers, weavers, rag pickers, basket makers, and umbrella makers -- are yet other specialties of Krishnanagar dolls.

However, today this Ghurni cluster can further be sub-divided into approx 21 individual units which employed about 100
artisans till present date.

This report is a unit level report of Interactive Study of Clay Doll Cluster of Ghurni, under the premise of MSME scheme.
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Table of Content

Introduction 4
Geographical Location 6
Cluster Detail 7
History of the craft in the locality 26
Present Status 28
Highlighted Core Issues 30
Process and Technique
Machines and Tools
Packaging and Transportation 51
Workstation and Infrastructure 54
Merchandising and Display 56
Market Analysis 58
SWOT Analysis 59
Conclusion 63
Scope of Interventions – Summarized
Marketing Models
Existing Product Range
A future vision
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Introduction

ABOUT THE PLACE:

Ghurni is a neighborhood of Krishnanagar in Nadia district in the state
of West Bengal. It is the centre for the production of clay dolls, often
referred to as Krishnanagar clay dolls.

CLIMATE:

The general climate of the place remains hot and humid, except the months of December and January.

WATER RESOURCES:

The Jalangi River is one of the major water resources of the area. Hough
alternative arrangements like local ponds, well, tube well etc are also
available. It is one of the wards of Krishnanagar municipality which has
started receiving piped arsenic-free water from 2006.
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ARTS AND CRAFTS:

Making of the clay dolls of variable scale and size is the main art &
Craft of Ghurni. It’s a traditional skill that has passed down through
generations. Nowadays, based on such clay models bronze castings
are also being made and have found pride of place all around the
world.

ECONOMY:

As a whole, Krishnanagar is an agricultural distribution centre. The economy is primarily based on small- to medium-scale
agro-industries and trade.

The surrounding region produces rice, jute, ceramics, mangoes, cattle, poultry and fish. There is unrealized demand for
building large food storage, refrigeration and processing plants. There are a few sugar mills. Many expertises are to be found
in this heritage city.

Halwaikars or moyras (who prepare sweets) of Krishnagar are famous. While they produce all varieties of sweets, there are
some which bear the hallmark of the city. 'Sarbhaja' and 'Sarpuria' are inventions that mark the talent of Krishnanagar's
halwaikars. The shop of "Adhar Chandra Das" is famous for the above-mentioned sweet variants.

Despite the economic boom in India in the 21st century, so far there have been no major industrial investment proposals for
the town.
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Geographical Location Of Cluster

Ghurni is located at 23.25°N 88.34°E on the banks of the Jalangi River.
It can be reached from Kolkata by either train (100 km) or bus (118 km).
Krishnanagar City is a part of Kolkata Suburban Railway on the Sealdah–Naihati–Ranaghat–Krishnanagar line. Journey time
is 2½ hours and one can return the same day.
Cycle rickshaws are available for travel within the city.
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Cluster Detail

S/N Name of Units Name of Owner No of Artisans Contact Detail

1 Terracotta Kalyan Pal 3 Kalipur, 9734606207

2 Terracotta Sanjit Pal 3 Bhajangla, 9547672097

3 Clay doll Sanjit Pal (Ujjwal) 4 Ghurni, 9333332624

4 Clay doll Swapan Pal 5 Ghurni, 9474136097

5 Clay doll Pradip Pal 5 Ghurni, 8145507902

6 Clay doll Ram Pal 3 Pal Para, 9564254285

7 Clay doll Dilip Pal 4 Pal Para, 9733923232

8 Clay doll Narottam Pal 4 Ghurni, 9609496259

9 Clay doll Naresh Pal 3 Ghurni, 9800526603

10 Clay doll Biswajit Biswas 3 Halder Para, 9232389579

11 Clay doll Ramkrishna Pal 5 Sandhya Para, 9732726493

12 Clay doll Biplab Das 3 Sandhya Para, 7872358102
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13 Clay doll Debdulal Paul 6 Ghurni, 9434956147

14 Clay doll Tarit Paul 5 Ghurni, 9274341672

15 Clay doll Subir Paul 7 Ghurni, 9434105339

16 Clay doll Sanjay Sarkar 4 Ghurni, 9932227695

17 Clay doll Mriganka Paul 7 Ghurni, 9434105395

18 Clay doll Nirmal Paul 5 Ghurni, 9564317877

19 Clay doll Madan Paul 4 Ghurni, 9800526603

20 Clay doll Krishna Chandra Paul 5 Tarun Sangha
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Name of the unit: Clay Model

Name of the owner: Sanjit Paul (Ujjwal)

No of artisans: 4

Contact details: Ghurni
9333332624

Advantages: Naturalistic skill inherited through tradition

Disadvantages: Inadequate space
Labour problem
Lack of proper display
10

Name of the unit: Clay Model

Name of the owner: Swapan Pal

No of artisans: 5

Contact details: Ghurni
9474136097

Advantages: The only artisan, making
clay-boats
Skilled in figurative
compositions

Disadvantages: Cannot employ any labour in order to save production
cost
Living in the studio-space only
Lack of proper display