Sustainability Study to assess the life-cycle of Karvat Kathi and co-design solutions with the artisans
Context
The project aims to identify various factors impacting the artisans of the craft, including environmental, economic, and social dimensions, to identify key challenges.
Through this analysis, the project seeks to co-create & strategize new monetization opportunities identified by researching the end-to end ecosystem in Bhandara, Maharashtra.
Research helped us map the life cycle of Karvat Kathi and identify key players in the ecosystem. The identified gaps helped us design new product range and monetization opportunities for the artisans.
Timeline
4 months
Role
Responsible for ethnography research, conceptualization of designs, design implementation
PROJECT OVERVIEW (01)
SECONDARY RESEARCH (02)
I began the secondary research phase with my colleagues, to familiarize ourselves with the weaving and production processes. This included learning essential weaving terminologies to ensure smoother communication with the artisans.
The secondary research took about a week, during which we compiled a comprehensive list of questions to guide our conversations with the artisans at a later stage.
PRIMARY RESEARCH (03)
We conducted an online interaction session with four artisans over four days before visiting the cluster. During these sessions, we gained insights into the production process of karvat kathi.
Qualitative research with artisans and their teams to understand their business, challenges & their ecosystem partners. We went for a cluster visit to Bhandara for ethnographic research and learn about the entire production process.
Thereafter we did a SWOT analysis, PESTLE analysis and made a radar graph to analyze the data from the initial interaction. The entire findings of the life-cycle was also documented.
Health Condiditon
Long working hours
Ergonomic impact (back problem, eyesight etc)
Unhygienic working conditions (for pit loom)
Economic
Low demand leads to less supply, Low wages
Low capital, Profit per saree is very low
Expensive raw materials
Social
Less community involvement
Younger generation is not interested in carrying forward the art
Awareness of craft is very low
170 artists left
Less awareness about govt schemes and policies
No benefit of GI Tag
Lack of technical training for artists
WORKSHOP
(04)
We conducted a three-day workshop. Throughout the workshop, we explored the artisans' needs, current challenges, and opportunities to gain insights into the current market status and needs.
A causal loop diagram was made along with the artisans to visually map the interconnected elements and feedback loops within the system.
Market Study
Approximately 200 weavers are engaged in the craft, yet market demand is four times greater than actual production.
Saree prices range from Rs 6,000 to Rs 75,000, depending on intricacy and time invested by the weaver, with retail prices reaching up to Rs 11,000.
Artisans sold their products to middlemen or traders at wholesale rates. Additionally, artisans relied heavily on word-of-mouth marketing for sales.
Mind Mapping
We brainstormed and created a mind map of ideas related to the craft's development, using design thinking methodology to guide our ideation process.
We identified that the craft primarily suffers from an identity crisis.
Potential Solutions
On the final day of the workshop, we worked on potential interventions and strategies along with core marketing approaches.
One suggestion was to create a video documentary, an effective tool for building credibility in today’s online landscape.
Additionally, a well-executed catalogue featuring high-quality photography could significantly promote the craft and enhance saree sales.
Artisans involved in the workshop
SDG TARGET IDENTIFICATION
(05)
To enhance consumer engagement through social media marketing, effectively promote the craft, and establish a distinct identity.
To modernize saree designs, expand the product range, and inspire the next generation to embrace this craft.
FINAL DESIGN IMPLEMENTATION
(06)
For the implementation of the final design we worked with the artisan and theirs family. The catalog contains details of the final design
Product range with measurements
Product photoshoot
Video Shoot
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