Nagaraja Prakasam
Advisor, The Craft Catapult
FOREWORD
CHANGE
Change is a problem everywhere. But we need that change. And change is possible. We need authenticity, target the right customer, have the right product positioning and strong storytelling. Craft should be a luxury and aspirational, else artisan is paying that subsidy. Craft does not need a pity story of grant, social impact, assistance for the poor artisan, rather narrative should be of pride for authentic craft.
OUR APPROACH
Japan considers artisans as artists and they are then respected accordingly. India considers software engineers more valuable than craftspeople. India has the same number of software engineers as artisans, around eight million; where the average IT engineer gets a monthly salary of over a lac, an artisan does not even get ten thousand a month. The crafts person/entrepreneur needs to use technology to strengthen the supply chain, traceability, Blockchain and other processes. Right platform for selling craft that is innovative and effective. Give proof of authenticity using technology. They must use their imagination and technology to create a strong story. ‘Make wrinkles (of khadi) fashionable’, Confer ‘Wow Factor’ to the craft products, Make ‘Error’ hallmark of originality and handmade (like Jaipur Rugs does), no discounts needed – an Audi is never sold at a discount. No need to make craft viral on social media – Rolex is not viral, as it’s not meant for all.
CRAFT OUR SUPER-POWER
Craft has the super-power to make consumption sustainable, a sector that can lead in sustainable production and consumption both. Tesla sold carbon credits to Fiat. Entrepreneurs in craft need more focus, need to learn to say No, take hard decisions, build on their unique strength, discover their core. They need to get to the right customers.Entrepreneurs need to focus on innovation. There is some innovation happening through concepts like upcycling and recycling. Traditional yet contemporary is the key. A startup needs innovation across products, processes and platforms. The second generation of artisans will remain in craft and assume new functions like marketing, design,
etc. We cannot wait for 70 years for artisans to get over the trap of migration and/or suffering. Nor can we wait for our entrepreneurs to learn from their own mistakes. An intervention that defines a new theory of change and catalyses craft businesses is needed. I believe The Craft Catapult is a much needed intervention, ande will make sure we go a long way.
Read the entire craft book here…