TY - GEN
T1 - Consumer preferences and value proposition disconnect—Assam rattan and bamboo furniture industry
AU - Majumdar, Prarthana
AU - Ji, Shiva
AU - Banerjee, Sharmistha
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
KW - Bamboo and rattan
KW - Branding
KW - Crafts and furniture design
KW - Market induced design
KW - Rural craftsmen
UR - http://www.scopus.com/inward/record.url?scp=85014455125&partnerID=8YFLogxK
U2 - 10.1007/978-981-10-3518-0_58
DO - 10.1007/978-981-10-3518-0_58
M3 - Conference contribution
AN - SCOPUS:85014455125
SN - 978-981-10-3517-3
VL - 1
T3 - Smart Innovation, Systems and Technologies
SP - 665
EP - 677
BT - Research into Design for Communities
A2 - Chakrabarti, A.
A2 - Chakrabarti, D.
PB - Springer
T2 - 6th International Conference on Research into Design, ICoRD 2017
Y2 - 9 January 2017 through 11 January 2017
ER -
