Vision. To produce genuine handcrafted pieces.

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Marilynn Hamilton
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Ochre is a private enterprise of genuine handmade ceramic products and it falls under MSME(Medium Small Micro Enterprise) It was setup in year 2000 and is run by Mrs. Kavita Pandya Ganguly and Mr.

2 Ochre is a private enterprise of genuine handmade ceramic products and it falls under MSME(Medium Small Micro Enterprise) It was setup in year 2000 and is run by Mrs. Kavita Pandya Ganguly and Mr. Titas Ganguly. Kavita is a ceramic designer from National Institute of Design and Titas is a ceramist trained from KVIC(Khadi And Village Industries Corporation). They started in a small rented house with two rooms in a village called Vadod near Anand. They worked here for ten years and recently in 2011 they shifted to their own studio in another village called Hadgud which is closer to Anand. Ochre has in-house design development and production possibility. They work with local people who have not had any prior experience in clay and pottery. These people are trained and motivated in developing hand crafted ceramic products. The range is inspired by animals. In last ten years they have trained many but have successfully retained a team of best six. Currently there are ten men working for Ochre. Ochre Beads is another brand of Ochre Ceramic and Pottery. Established in Ochre Beads produces an exotic hand crafted range of ceramic jewelry. Local village women are trained and encouraged to work. Women learn and produce these range and in return get a sustainable source of income. Currently there are six women working under Ochre Beads. Vision To produce genuine handcrafted pieces. To train and use the local craft skills and material to design functional and innovative ceramic products. To continue a system where they can generate more employment and raise sustainable income which in return increases production. Increase production so that they can reach out to more buyers to appriciate hand made products and material. 13

2.4 Types of Indian Jewelry Tradition of adoring oneself with jewelry is 5000 years old in India.

The tradition is still alive and time has made it only more vigorous than earlier.

etc. In India, jewelry is designed to match with the attire.

To make jewelry more attractive, it is topped by diamonds and various types of gems.

platinum and other metals has become quite popular among people.

3 2.4 Types of Indian Jewelry Tradition of adoring oneself with jewelry is 5000 years old in India. Indian women and jewelry have always formed a great combination. The tradition is still alive and time has made it only more vigorous than earlier. There is jewelry for almost all the body parts, including neck, ear, nose, arms, ankles, fingers, waist, hair parting etc. In India, jewelry is designed to match with the attire. The theme of its design as well as the color of the jewelry is taken into consideration while adoring. To make jewelry more attractive, it is topped by diamonds and various types of gems. Traditionally, Indian jewelry has been made of heavy and voluminous gold pieces, but recently jewelry made of silver, platinum and other metals has become quite popular among people. Jadau Jewelry Filigree Jewelry Handmade Jewelry Meenakari Jewelry Tribal Jewelry Temple Jewelry Antique Jewelry Bead Jewelry Bridal Jewelry Custom Jewelry Fashion Jewelry Filigree Jewelry Gold Jewelry Handmade Jewelry Ivory Jewelry Jadau Jewelry Kundan Jewelry Lac Jewelry Meenakari Jewelry Navratna Jewelry Pachchikam Jewelry Silver Jewelry Stone Jewelry Temple Jewelry Tribal Jewelry 29

4 The table below is a list of reasons behind any purchase by the different category of people. Teen age (15 onward) Twenties(20-29) Thirty and above Dependence Financially and emotionally dependent on parents. Financially stable as they earn or get extra money from parents. Financially and emotionally independent. Spending capacity Limited pocket money approx, depending upon income group. Spending power is more Rs.5000 and above again according to income group. Money is mostly no issue for this age group, but value for money. Brand consciousness At this age brand is not a big factor. Little brand conscious at this age and influence of media, friends and companion. Mostly brand conscious. Purpose of purchase Mostly buy for self and hardly gift. Buy for self and also gift to friends and loved ones. Buy for self and gift a lot to friends and young ones. Product preference Pendants, ring, earring, wrist band, bracelet, anklet, hair accessories, mobile charms. Pendants, ring, earring, wrist band, bracelet, anklet, hair accessories, mobile charms, purse, set, belts etc. Neck pieces, earring, bag chimes, rings, hair accessories, bracelets. 39

5 3.5 SWOT analysis After study of users and market in different cities the insights were drawn about their particular choices, demands and overall lifestyle in terms of products usability. This further helped me to map out strengths required in product development. As user demands and preferences are always the preference for manufacturer to retailer, hence one needs to map out overall system behind product features, utility, aesthetics, efficiency, cost, manufacturing, market & sales and finally it must be profitable for both. Through SWOT i.e. Strength, weakness, opportunity and threat analysis, I tried to point out important features to be considered while working further; as user, market and manufacturer acts as a system and system keywords are major outbreak to be listed accordingly. Strength Ochre is open to new ideas. Strong connection with market. Comfortable & energetic environment. Ochre Beads is a new range for market. Encouraging feedback for a new launch. Well developed and equipped studio. Systematic work. Direct relation with workers. Maximum products are at affordable prices. Target all income groups. Strong vision to establish better future. Weakness Limited workforce. Limited production. Long process of production. Women are non skilled in ceramic. Same infrastructure for jewelry and toys. Labour problem. Threats Lots of options for buyers in market. Ceramic is perceived as a brittle material. Threats of product being copied. Opportunities Derived after Analysis of User and Market Survey and considering available infrastructure. To improve and diversify the existing range. To design products according to age group. To explore new products considering user aspirations. To explore different techniques for both ceramic and assemble. To explore interesting combination material. Training production team to improve skill level so that some developments can take place. To design in a way that the novelty factor of ceramic is retained. 47

3.14 Training program-2 Women involved in production for the fair. Men workers helping in production.

In the whole process time was one major concern so they had to work effectively and efficiently.

For example women with low skills were given beads and simple units and the difficult ones were given to the better skilled women.

Like the men helped in production and women helped them in assemble. Assemble was also done by the same group of women.

6 3.14 Training program-2 Women involved in production for the fair. Men workers helping in production. Since this was the first time that the women were working for an exhibition. They had to be prepared prior by discussing whole procedure that had to be followed. In the whole process time was one major concern so they had to work effectively and efficiently. Women were practicing on their skills for two months now and had improved drastically. Hence the work assigned was on the basis of their skill levels. For example women with low skills were given beads and simple units and the difficult ones were given to the better skilled women. Work was divided and performed according to schedule. In the process of preparation both the groups Ochre and Ochre Beads helped each other whenever required. Like the men helped in production and women helped them in assemble. Assemble was also done by the same group of women. As decided earlier, each one needed to know each work as this exercise would develop better understanding, because working in both production and assemble will help them understand the flaws and could be corrected. For example a very small thing like size of hole makes a lot of difference while assemble because it has to match the thickness of material which will pass through it. Group work makes work faster. Women glazing the ceramic pieces. Assemble of designs. 65

Analysis of individual designs Name of design Number of items produced (P) and sold (S) Bunch Bead (P)70 - (S) 70 Cost of each 200/- Style and size Long length Assemble type Material used Colour and

7 Analysis of individual designs Name of design Number of items produced (P) and sold (S) Bunch Bead (P)70 - (S) 70 Cost of each 200/- Style and size Long length Assemble type Material used Colour and techniques Price Reason behind purchase Improvements required Simple assemble Ceramic beads, cotton thread, copper wire Multicolour, made of regular ceramic beads Casual wear Long patterns are in Multicoloured Reasonable price Goes with most outfits Improve assemble More permutation and combination for variety of colours, size of beads and threads. This design was taken forward because: Viable for production. Each unit is a bead, that are already produced. Good sale Quick in assemble Women group already trained in production. 82

8 Assemble Before getting started with the assemble exploration of the units selected, some initial sketches were done to visualise the final look of the design. 104

9 Final Range 130

10 After discussing with the printer this particular tag was selected as firstly it solved the purpose required for products and secondly it was cost effective. After the shape was decided different fonts were tried to see the look. After deciding on the font certain corrections were made in the size of tag as we missed out on some information and the size was little small for visibility and for product placement. Final changes in tag The existing font was selected out of the lot as it would be more close to the brand and was already used in Ochre branding. Only the text was filled to make it more prominent. Some changes were done in size of tag as some information was missing on the tag and the size was little smaller for product. The colour of tag was changed to ochre to relate it better. Measurment of tag were changed from 3.5 * 9 cm to 4 *10 cm 161

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