Thanjavur Dolls Marketing Survey
Thanjavur Dolls Marketing Survey
Thanjavur Dolls Marketing Survey
The rich art and culture of Thanjavur reflects the traditional legacy and
ancestral heritage of the ancient times that percolated to the modern era.
Unaltered and unaffected by modern day civilization, the art and craft of
Thanjavur has an internationally acclaimed status. But for the changing
world new ideas and modern techniques should be introduced to this
traditional craft so as to refresh this craft by developing new
commercially viable products to create livelihood.
Project : Tanjore Toy Craft
Venue: Thanjavur, Tamil Naidu
Date: 16th November 2020 -1st December 2020
Order No: -EPCH-D & TWD/SR/2020-21
About Export Promotion Council for Handicrafts (EPCH)
Export Promotion Council for Handicrafts (EPCH) was set up to look into all the
matters and services related to the export of handicrafts in India. This council
was formed under the Companies Act in the year 1986-87. EPCH is a non-profit
organization which looks into maintaining and promoting the art of handicrafts.
It is the primary body for the handicrafts exporters. The council provides help
to the handicrafts exporters in terms of infrastructure and marketing strategies
which will assist them in increasing their export business.
Handicrafts hold a special place in the Indian home decor market. They belong
to the Indian culture since centuries now and have become an integral part of
our rich heritage. Despite being highly important, new or trending goods have
taken over the traditional handicrafts business, leading to the depletion of
handicrafts industry. To protect our heritage of handicrafts, Export Promotion
Council for Handicrafts (EPCH) has been established that works closely with
local artisans to help improve their business.
Learning and development is an essential part of the growth of any skills. The
EPCH organizes several skill development programs, workshops, seminars,
short term courses, and more. It is for the handicraft exporters to learn and
improve their handicraft skills. These programs will help them work more
efficiently and produce better quality goods, which will result in increased
sales.
EPCH organizes several events and fairs for all the exporters to get together
and work towards a common goal. Fairs can be exhibition business expos
where the handicraft businesses gain exposure and can come and sell their
products. These events can also be meetings and conferences where panel
discussions and other programs are held for the exporters to learn from the
best in the industry. These events and fairs are essential for the exporters to
remain up-to-date with the new happenings in the market and allow
Along with organizing several workshops and seminars to improve the skills of
the handicraft exporters, the EPCH also promotes research in the field of
handicrafts production and business. The study is concerned with various
factors affecting handicrafts production, such as the safety and health issues
faced by an exporter. These researches also give the council the current
scenario of the market for handicrafts sales on the global platform, which is
necessary to promote the export of handicrafts among several countries.
The researchers conducted under the EPCH are then published under the
publications run by the council. These publications are available to the disposal
of the members who can be updated with the several new findings of the
research. Research helps the members to be updated of the variety of changes
occurring in the business and also suggests them to adjust with the same.
ABOUT O/o DEVELOPMENT COMMISSIONER (HANDICRAFT)
By Air
By Train
By Road
Thanjavur Paintings
The dolls made of terracota and papier maches are traditional bobble
heads with a head that oscillates in rhythmic motion. Most dolls are
detachable at head, bust and bottom. These are painstakingly made with
clay, chalk powder and paper pulp. The dolls are painted in bright colors
and are often sold in pairs with the pair of an old pot-bellied man and old
woman being quite popular.
Thanjavur Veena
The brass is used to make the base of plate and silver is used in the relief
work with embossed designs. While the artisans that work with heavy
metals make the base and wax boards for the plate, the rather delicate
embossing on silver is done by jewelers.
With the ancient crafts still continuing the tradition, Thanjavur is where the
people are connected to their roots.
The Natyanjali Dance Festival
Brahadeshwara Temple
The biggest attraction of Thanjavur - The Brahadeshwara Temple, also
known as the Big Temple. Built during the reign of the Great Chola
emperor, Raja Raja Chola, this temple is an architectural marvel.
Shiva Ganga Garden lies within the Vijayanagar Fort and is open to the
public. This garden is very well maintained and hence a pleasure to visit.
A square tank is located in the Siva Ganga Garden built by the 16th
century rulers for providing water to the Tanjore Palace is still in use and
is well known for its sweet tasting water.
Vijayanagar Fort
Vijayanagar Fort is a famous tourist spot is located nearly 2 km from the
Brahadeeswara temple. This majestic fort was built by Nayaks and partly
by Maratha rulers during the early 1550 AD.
Thanjai Mamani Koil, Thanjavur Overview
Alangudi and its temple are famous for being the Holy Sthala surrounded
by the three holy rivers Cauvery, Kolidam and Vennaru. The place and
the temple are intimately connected with each other and have some
historical, mythological and local folklores tied to its past origin and
present legend.
Toys of Thanjavur
Aside from the standing types of Thanjavur dolls, there are also the round-
bottomed or round-pot rocking doll types. Traditionally, the latter types of
dolls are made in pairs, representing a king and queen and are most
probably a throwback to Thanjavur’s tryst with numerous dynasties. The
round-bottomed dolls are traditionally called ‘Thanjavur Gundusatti
Bommai’ and gently rock back and forth when touched. These dolls come
in brightly hued colors and are a delight to watch as they move
rhythmically.
Science in Thanjavur Bommai
It is quite interesting to note how the doll's centre of gravity was identified
and used during the early days. The doll's total weight is concentrated on
the bottom-most central all the time. The round bottomed toy comes in
sitting, standing and rotating types. Some artists tend to design the
Thanjavur Doll with a sense of humour.
Materials:
Process:
Toy flour is mixed with water to form a firm mixture like clay/dough. It is
then flattened and pressed along the mould until it gets the shape of the
mould. The extra flour material is then scrapped out. Once the mould is
ready bits of paper are pasted on the inside edge of the piece using the
starch paste. This makes the piece strong and reinforces the shape of the
mould well. Both the moulds are held together and layers of newspapers
are stuck along the partition to hold the two pieces together making it into
a single piece. The upper part of the toy is now ready and kept for drying.
Once it is completely dry, the terracotta bowl is stuck to the bottom with
rolls of paper. Finishing is done by applying the toy flour paste all over it.
The toy is then left to dry for a while and then painted with different
colors. The most commonly sold pair of King & Queen rolly-polly toy.
SWOT Analysis of Thanjavur Dolls
STRENGTH
Thanjavur or Tanjore city is well connected to major urban centre
by roadways, trains and airlines.
Tanjore is a cultural and heritage city and also a tourist destination
where tourist who come here are pleased to purchase Tanjore
dancing doll as a souvenirs.
They have been recognized as a Geographical Indication by the
Government of India as of 2008-09.
The material which was used in Tanjore dancing dolls is readily
available in the local markets.
The craftsmen of Tanjore dolls are skilled persons who are engaged
in this handicraft have persuade it as a family business thus have
acquired special knowledge of this creative field.
WEAKNESS:
With the changing times the craftsman have not been able to cope
up with the rise in the cost of raw materials and thus the cost of the
dancing dolls has risen due to which these dancing dolls are
beyond the reach of common public.
Due to decline in the patronage of dancing dolls among the public
and the poor profit for artisans have pushed the making of the dolls
to the verge of extinction.
Since the product is fast losing its charm as people have started
opting for cheaper Chinese electronic toys therefore the younger
generation of the doll makers did not show interest in learning the
art and presently few families are continuing this handicraft as their
n family business.
Even after the declaration of “GI” has not been able to inspire youth
to innovate dancing dolls as they are still practicing the same old
traditional form.
OPPURTUNITIES
With the steep rise in the number of tourists which grew from 0.08 to
0.36 m in past decade obtained from tourist departments has
resulted in traction with respect to demands of these dolls with
which are not able to cope up.
Government of India through their various schemes and programs
are continuously trying to uplift their livings of the craftsman by
infusing the concept of vocal for locals.
With the digital India concept and e- commerce marketing has led to
globalization of the dancing dolls
THREATS:
Due to previous government lethargic policies which followed the
concept of mixed economy has let to the invasion of Chinese cheap
dolls in the Indian market which is posing great threat to this
dancing dolls.
Findings :
Note: Due to COVID 19 my preliminary report is on secondary data although I have also done my market
survey in Allahabad on terracotta toys which are little bit similar to Thanjavur dancing dolls.
!! THANK YOU!!