Rattan and bamboo are important forest resources for the North Eastern Region (NER) of India. Naturally growing in abundance, they find use in a number of industries such as housing, construction, handicrafts, furniture and food industry. Of late, this industry has seen considerable growth outside the NER. But it has not been able to realize its full potential in NER due to significant lack in market orientation of the craftsmen who work from remote areas in NER and try to sell in urban markets. This paper looks into the urban markets, which holds the highest scope for revenue growth for this industry and investigates the gap in the customer preferences and current industry value proposition. The main gaps found are: lack of awareness, limited training focused only on techniques, lack of design awareness and sensitivity (ergonomics, attention to detail, finishing, presentation), lack of branding and marketing knowledge and limited outreach of self help groups (SHG) and clusters.

Original languageEnglish
Title of host publicationResearch into Design for Communities
Subtitle of host publication Proceedings of ICoRD 2017
EditorsA. Chakrabarti, D. Chakrabarti
PublisherSpringer Singapore
Pages665-677
Number of pages13
Volume1
ISBN (Electronic)978-981-10-3518-0
ISBN (Print)978-981-10-3517-3
DOIs
Publication statusPublished - 2017
Event6th International Conference on Research into Design, ICoRD 2017 - Guwahati, India
Duration: 9 Jan 201711 Jan 2017

Publication series

NameSmart Innovation, Systems and Technologies
PublisherSpringer International Publishing AG
Volume65
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026

Conference

Conference6th International Conference on Research into Design, ICoRD 2017
CountryIndia
City Guwahati
Period9/01/1711/01/17

    Research areas

  • Bamboo and rattan, Branding, Crafts and furniture design, Market induced design, Rural craftsmen

ID: 19980040