INTERACTIVE DESIGN STUDY OF
RANAGHAT GOLD & SILVER JEWELLERY CLUSTER
CLUSTER LEVEL REPORT
MSME DESIGN CLINIC SCHEME, 2012
Designed, Documented and Photographed by: Susmita Dutta
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Dedicated
This survey report is dedicated to all the efforts,
the entrepreneurial spirit of the Ranaghat
Silver & Gold artisans of Nadia, West Bengal.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
About the Design Clinic Scheme
Design Clinic Scheme for Design Expertise to MSMEs, a unique
and ambitious design intervention scheme for the country’s large
micro, small and medium scale enterprises, is an initiative of Ministry
of MSME, Government of India has been launched under National
Manufacturing Competitiveness programme. The scheme is being
designed keeping in mind the objective of design awareness, design
interventions and competitiveness improvement for largest group
of industrial sectors, Micro, small and medium enterprises of the
country which contributes to approximately 45% of total industrial
production and 40% exports. They are major contributors to the GDP
growth, accounting to about 8%. They are also the largest employers
after agriculture, employing an estimated 41 million people.
amount will be contributed by the beneficiary MSMEs. The scheme
provides great opportunity to the large sector of MSME (Associations
and Units) as well as Indian design fraternity – the design consulting
firms, independent designers, various design institutes of the country
and also the design students to engage them to assist the country’s
large MSME sector move up the value chain through increasing
the value and competitiveness of their products and services. The
scheme targets to reach out to about 200 MSME clusters over the
next two and half years. This will be achieved through organization
of about 200 design sensitization seminars, 200 Design Clinic
Workshops and 400 design projects including 100 student design
projects (final year thesis projects).
The main objective of the Design Clinic Scheme is to bring MS&ME
sector and design expertise into a common platform and to provide
expert advice and solutions on real time design problems, resulting
in continuous improvement and value addition for existing products.
This model brings design exposure to the door step of industry
clusters for design awareness, improvement, evaluation, analysis and
design related intervention.
National Institute of Design (NID), Ahmedabad will assist the Ministry
of MSME, Government of India, as a nodal agency for implementing
the scheme. As part of the scheme a Design Clinic Centre and its
regional centres are being set up to reach out to all parts of the
country. For easy percolation of design thinking and philosophy
and maximum benefit for MSME units the Design Clinic Scheme is
divided at 3 broader levels.
Design clinic scheme will assist industrial clusters to open a channel
for design information inflow for creative, innovative and futuristic
approach towards the product, process, operations, manufacturing
and business design.
These activities are helpful in smooth transition in to several
levels of design intervention in industrial and business activities
of MSMEs.
1. Design Sensitisation Seminar
2. Design Awareness programme
a. Need Assessment Survey
b. Design Clinic Workshop
3. Design Projects
The scheme will help generate insight for opportunity identification
and design intervention for competitive and breakthrough solutions
for MSMEs. The total scheme budget will be Rs. 73.58 crores, out
of which Rs. 49.08 crores will be GoI assistance and the balance
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Introduction Design Awareness Program
The design awareness programme, DAP, is focused to develop
a holistic map of MSME clusters and units by exploring through
industrial functions and activities. The design experts will
generate design information about products, market scenario,
technology, communication, research & development, and
various industrial functions along with human factor study for
ergonomics, safety, convenience, learning and skill up gradation
through design research. Also the programme will provide
design remedies for identified opportunities through design
clinic workshop. The workshop will help participants to
understand the holistic scenario of cluster and benefit them
with the support of design experts, for design intervention in
opportunity areas explored during the programme.
The activities of design awareness programme are targeted
around following areas of design information collection and
remedial solutions.
Design Expert will visit the identified / selected MSME units
located in cluster region and interact with them to develop a
design understanding of cluster. During the interaction design
will provide inputs to MSMEs about product improvements,
best practices and creative problem solving approach based
on contextual scenario. In the process she /he will identify
underlying opportunities with the help of explorative design
research of clusters and participating units. This activity is an
intensive design research for understanding the present
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
scenario and opportunities for the design intervention.
Also it will help improve MSME through Interactive learning,
guidance and training during the visit.
This activity will be a detailed research thorough visits and
interaction with people within the MSME work environment.
It will also help designer to generate information about the
cluster units, their products, manufacturing processes, market
scenario followed by identifying opportunity areas for design
interventions. The research would be taken up by design experts
for generation of design insights through various processes of
exploration, interaction and data collection.
Design experts will take part in developing macro perspective by
studying cluster scenario and micro point of view by exploring
through MSME units operations. As an outcome of interactive
design research, experts will identify opportunity areas at
cluster as well as units level for design interventions and design
projects in the future course of design clinic scheme.
The research methodology for design study survey will include
activities through observation, interaction, photography,
interviews and qualitative/quantitative design data collection.
The survey will help in developing detailed map of cluster and
units for identification of patterns and exploring opportunity
areas for design intervention at various levels of product and
human interactions.
Submitted by: Susmita Dutta
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
About National Institute of Design
The National Institute of Design (NID) is internationally
acclaimed as one of the foremost multi- disciplinary institutions
in the field of design education and research. The Business
week, USA has listed NID as one of the top 25 European &
Asian programmes in the world. The institute functions as an
autonomous body under the department of Industrial Policy &
Promotion, Ministry of Commerce & Industry, Government of
India. NID is recognised by the Dept. of Scientific & Industrial
Research (DSIR) under Ministry of Science & Technology,
Government of India, as a scientific and industrial design
research organisation.
NID has been a pioneer in industrial design education after
Bauhaus and Ulm in Germany and is known for its pursuit of
design excellence to make Designed in India, Made for the
World a reality. NID’s graduates have made a mark in key
sectors of commerce, industry and social development by
taking role of catalysts and through thought leadership.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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About Ranaghat, Nadia
N
E
W
S
Map of India
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Ranaghat is a city in the district of Nadia, West Bengal, India. It
is situated 74 kilometres north of Calcutta. It is mostly known
for its handcraft especially silver and gold craft and hand loom
industry. The town has spread up along its borders in all corners
recently. People from the nearby places do come here for living.
Geography
The town is exactly 74 kilometres north of Calcutta and 26
kilometres south of Krishnanagar, Nadia District headquarters.
The Bangladesh border is very close to this town. Ranaghat is
located on the banks of River Churni.
Population
Ranaghat had a population of 68,754.[4] Males constitute 51%
of the population and females 49%. Ranaghat has an average
literacy rate of 84%, higher than the national average of 59.5%:
male literacy is 87%, and female literacy is 80%. In Ranaghat,
8% of the population is under 6 years of age.
Economy
Ranaghat is a place of business. Small traders from nearby
towns and villages purchase goods from Ranaghat Town Bazar.
Both Wholesale and Retail business have developed here. The
Economy of Ranaghat and its surrounding region is mostly
based on agriculture. Paddy (rice), flour, wheat and fruits are
produced by farmers outside the main township. Another
industry which is not receiving the government’s patronage is
handicrafts and hand looms. At least 1000 people depend on
this for their livelihood.
Map of West Bengal, indicated Nadia district and Ranaghat
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Education
The town boasts a large number of primary and high-schools
and a reputed college for higher education.
Festivals
The town is inhabited mostly by Bengali Hindus. Durga-puja,
like in all other Bengali communities, is the largest and most
colourful festival and is celebrated throughout the town. Pujas
belonging to the old families of Ranaghat are a few hundred
years old. The Durga idol at Ghatak Bari is made of cement, a
permanent structure which is one of the firsts of its kind in the
region. All other major Hindu pujas are celebrated as well. Rathyatra is another big festival of the town. Every year millions of
people from the town and nearby places come to see the rath,
enjoy various rides and have fun during the month of June–July
at the happy club maidan & swasthyonnati Math rath-yatrautsav.
Transpotation
The city is well connected to the Sealdah railway station
through the Sealdah-Ranaghat Line. Local and passenger
trains are available every half-an-hour. Ranaghat Jn. has a
good service of local trains. The town has two bus-stands,
one at Rathtala and one near Ranaghat College. Auto rickshaw
service is popular here. There are very few private cars. Nearest
airport from the town being the Netaji Subhash Chandra Bose
International Airport at Dum Dum, almost 80 km from the town.
Language
Mostly Bengoli is the common language to talk but other
language like Hindi, English used very rare to communicate.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Right page: In Jafornagar, an artisan joining the silver chain. This process named “Pan saja”.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Assessment survey
Objective
The objective of need assessment survey is to generate
detailed cluster information to understand the core issues
related to
• Raw Material at different stages of manufacturing
• Infrastructure setup and workplace
• Process and techniques
• Existing Products
• Tools and technology in use
• Capability of manufacturing unit
• Present Market status
• Current Competition
• Packaging and Presentation
• Display and Marketing
• Wastage
• Hallmark
Methodology
• Questioner survey of manufacturing and sales units.
• Discussion with unit owner and artisans.
• Process observation.
• Visit to different working spaces and market.
• Find traces from earlier technique and usage of tools and
material.
• Self observation and analysis.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Expected deliverable
This extensive design research is intended to provide qualitative
and detail data of every cluster to generate insights about this
craft which would help to address the existing problems and
future opportunity area for design intervention or scopes which
can be further workout and can be taken up during the design
clinic workshop and are as taken up as design projects with in
and outside the cluster scenario.
Duration
Need Assessment Survey was of five days. Further it will
followed by Design Clinic Workshop at Ranaghat,
West Bengal.
Workshop
After the conclusion and the submission of Need Assessment
Survey Report under the Design Clinic Scheme, a five day
workshop was conducted at the Ranaghat Silver and Gold
Jewellery Cluster in Ranaghat, Nadia (West Bengal) from
18th to 22th March 2013.
Submitted by: Susmita Dutta
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Present Status of the Cluster
Gold and silver jewellery is a traditional craft of Ranaghat
which has been practised from last 100 years. But now in this
cluster artisans and owners are facing different problems. The
problems are of diverse kinds. For example problems related
to marketing, capital, buying and selling, raw materials and
various technical nuances etc.
The entrepreneurs of micro level have to face many
inconveniences due to current rise in market price of the
raw materials. The large scale entrepreneurs do not have
to face such inconveniences because they have quite an
appreciable amount of monetary capital. On the contrary the
entrepreneurs of micro level are not being able to compete
with the large scale ones as they face financial constraints
along with some other important issues.
One of them is lack of modern technology. According to the
entrepreneurs of micro level, if they are provided with some
modern technical advantages it will be easier to uplift their
business.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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But their main concern is that they are deprived of those
mechanical facilities due to lack of fund. Consequently this is
also another main cause behind such unequal competition with
the large scale ones.
There are another big issue about Hallmark. As gold is a life
time investment and asset, market demand will be developed if
Hallmark is introduced.
In rural areas install payment is another aspect of this business
because those customers can never give one time payment.
They are compelled to accept instalment payments for running
their business as they have to face many other inconveniences
or constraints. So this can be considered as a limitation of this
business.
Wastage of materials is another kind of botheration. It has
been noticed that more number of steps involved in processing
lead to more wastage. For example, when gold transfers from
hand to hand wastage is involved during the entire process
from melting to making the final product and last but not the
least finishing. This particular feature prevails amongst the
entrepreneur of micro level. Their point of view is that if they
can avail the modern technological facilities perhaps amount of
wastage will decrease and accordingly wages will also decrease.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Government provides space to other craft clusters for
marketing. As a result a direct communication exists
between business men and buyers. The main drawback of
the entrepreneurs is that they are not receiving any of such
privileges from the government since today. Their earnest
appeal is that if the government deals with the marketing side
their business will flourish as it is not possible for the buyers to
contact the entrepreneurs of micro level of the rural areas. If the
government bridges the gap between the buyers and artisans, it
will be easier for them to communicate. Besides, their product
is so valuable that buyers and sellers have to bear the risk while
travelling. If the entire process is done in an organized way,
everybody will be benefited.
Their limitation is that they can not avail artisan card. The big
concern is that the Government is unable to arrange loan
facilities for them as they are not included in the area of crafts.
This is now a big issue to them to take benefit of loans from the
Government.
After the assessment my realization is their requirements
should be urgently considered for their business
promotion. Through this report I intend to highlight their
problems.
Submitted by: Susmita Dutta
Highlighted Core Issues
The below mentioned fields have been discussed in this report
which are required urgent attention and have been affecting the
overall development of Ranaghat gold and silver jewellery cluster.
• Process and Techniques
• Machines and Tools
• Existing Products
• Infrastructure and Working place
• Display and Merchandising
• Packaging
• Market Analysis
• Ergonomics
• Hallmark
• Wastage
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Existing Gold Products of Ranaghat Cluster
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Aangti ( ring )
Pala badhano bala ( wristlet )
Churri ( wristlet )
Nak chabi ( nose pin )
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Churri ( wristlet )
Hand chain
Kaner dul ( ear rings )
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Necklace
Submitted by: Susmita Dutta
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Rings
Hand made chains
Hand made and machine made chains
Ear tops
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Existing Silver Products of Ranaghat Cluster
A photo of goddess ornaments
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Goddess ornaments
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Nupur ( anklets )
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Silver vessel
Submitted by: Susmita Dutta
Traditional Hand made
(anklets)
Silver Nupur
Products
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Gold Making Process
Dice making
Gold melting process is also same like silver, only copper and
silver is mixed with gold instead of Cadium. Here, artisan
sometime does this melting process in his own workshop. As
gold cost is higher than silver. Then the material comes to the
dice maker who cuts different shape and forms.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Different forms for dice
Dice making: A particular type of machine is used for
making small forms. Dices of different forms have been made
for this purpose. Pressure is created on the gold and silver
sheet according to the form and ultimately design comes out of
the dice.
Submitted by: Susmita Dutta
Pattern making on wax
Before welding
Pattern making for gold:
According to the design.
wax is used to make the patterns. Here they followed few
magazines for the patterns. The main object of using wax is
to ensure that elements are not separated from each other.
This wax is a black soil like special type of wax. White plaster
is poured on the product after sticking it on wax. When Paris
dries the product is tempered from behind and then welded.
Consequently elements are joined with each other.
Welding
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Detailing
Stone setting: Artisan needs to go outside to do this
process. As in their cluster area they have not this kind of
facility.
Cutting machine: This machine helps to develop carved
designs. Usually short and long lines and rubbed surface
texture is created on the product and this way design detailing
is done with the help of the machine.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Issues
Need a design development training
Lack of strength and skill to create new patterns and motifs,
according to the market.
Lack of aesthetic quality to make a unique product.
Submitted by: Susmita Dutta
Polishing
Shampoo polish
Acid polish
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Polishing: A special technique finishing or polishing is used
after the product has been made. At first Bob polish machine is
utilized. For this purpose a machine is placed behind the screen.
A square opening exists on the screen and the expert with the
help of this machine, hiding behind this screen. The object of
putting up this screen is to avoid excessive wastage of material.
After that H2SO4 and boiled water is mixed and the product
is dipped into the solution for some time and then dipped
into water. Then the product is dipped into a mixed solution of
shampoo and water and placed on a machine. It is stirred for
some time. The businessmen of this locality are used to polish
the product following these three procedures.
Issues
Acid polish which is very dangerous for health and environment.
A Necklace
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Gold Making Process Flow
High cost of
production
Trader buy raw
material
Have to come
Kolkata to buy or
making the chain
Wastage
Melting
Drawing wire
and sheets
Artisans
Chain and bolls
Shaping gold
according to
desired design
copy pattern from
market available
catalogue or give
by the customer
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
According to the market demand
they can not make fine chain.
As they do not have the modern
chain making technology facility
in their cluster area.
Less technical
facility in their
workshop for
that they travel
more
Welding, shouldring etc
Polishing
Come to the shop
or according to the
order product goes
to the person
Submitted by: Susmita Dutta
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Silver Making Process
Cadium
Raw material
Mostly all the units buy raw materials from different dealers.
Silver melting: This process is very much important to
prepare the final product from raw materials. Mainly cadium is
added to soften the pure silver. Otherwise value assessment
of silver is not possible for the customer. As it is a high cost
material. So Cadium must be added in proportionate quantity.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Then it is poured in a pot and placed in a coke oven for melting.
Before starting the process, quantity of raw material is to be
measured to detect the amount of wastage. After that it is put in
an oven glass blower which is used to increase heat at a uniform
rate. Sudden application of excessive heat may cause the Cadium
to dissipate. The solution is kept on the oven for 15-20 minutes.
Submitted by: Susmita Dutta
Brown smoke
The next step is to take out the molten material from there
with the help of an earthen pot and pour on dices. Dices look
like long sticks. Next, those sticks are to be immersed in two
pots containing acid and water respectively. Then amount of
wastage after melting is measured.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Issues
• Cadium crates unhygienic smoke.
• Wastage of raw material is a serious issue in time of melting.
Submitted by: Susmita Dutta
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Normal and acid water
Ready material
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Wire
Making of wire:
Wires of different gazes are made from the sticks.
Ornaments
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Different dices and tools
There are different dices for this purpose. When sufficient wires
are manufactured, they are shifted to the artisan’s workplace. The
entrepreneur transfers the materials to the artisans after calculate the
amount of material. The artisans receiving the wires develop design
according to the demand or order. The artisans have dices of different
sizes to make the wires fine. The wire is inserted inside the iron dice
and then pulled enough to make them gradually thin.
Making patterns: Next process is to cut those wires into
small pieces remaining their ends open. The process of ‘pan
saja’ (making joint) is followed when fixed amount of chains are
manufactured. This process means Cutting of small sizes of sheets
and place them on every joint. After that welding is done with
the help of a gas heater. Then chain rotate with a iron machine
called ‘ghorna ’to make the dimensions of the chains flat. Different
elements are used when the chains are finished according to the
product specification like ball’, jhumka ring etc.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
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Issues
This process is a very long and laborious to make one piece of
chain and artisan wage is very low.
Fine quality chain is not possible to make. Can not compete
with current market, because lack of modern technology and
skill. Mainly they can not make thin silver chain but according to
them it has good demand in current market.
Joining process
Welding
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Silver ornaments for god and goddess:
Silver ornaments making for God and Goddess is a traditional
craft in Shantipur, West Bengal. In the present time also this
craft has a market demand. But this is true that they are facing
few problems.
Issues
High price of raw material
This cluster does not have new machine to get the big size
silver sheets. They out sourced from other place.
New generation is not skilled like the older master artisans.
Lack of skill and labour.
Silver sheet
Drawing on tracing paper
Making patterns
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
A photo of goddess ornaments
Submitted by: Susmita Dutta
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Shampoo polishing machine
Polishing: Some techniques of polishing is used for silver
after the product has been made. Bob polish and a mixture of
shampoo and water solution are utilized.
Issues
Can not have elector plate polish.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Silver Jewellery Making Process Flow
Have to come
Kolkata to buy or
making the chain
Trader buy raw
material
Melting
Drawing wire
and sheets
Artisan
According to the market demand
they can not make fine chain.
Small
entrepreneur
can not fulfil
order
Chain and bolls
Shaping silver
according to
desired design
Artisans make
traditional pattern
according to the
order
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Welding, shouldring etc
Polishing
Come to the shop
or according to the
order goes to the
person
Submitted by: Susmita Dutta
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Raw Material, Machines and Tools
Raw material, gold
For making thin sheets
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Raw material, silver
For drawing wires
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Silver with cadium
Cutting machine
For making dice
Rubbing machine
Submitted by: Susmita Dutta
Different sizes of melting glass
Doming block
Wire drawer
Plier
Shaper
Hammer
Tweezer
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
File 41
Driller
Wax lamp
Blowing pipe
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Weight machine
Ring sizes
Submitted by: Susmita Dutta
Cutting machine
Sulphuric acid and soda for polishing
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
For polishing
Submitted by: Susmita Dutta
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Units Visited Pocket A (gold)
Issues
Lack of modern techniques and machines
He can not make fine and thin golden chain according to the present
market demand. As in his workshop he does not have new technical
facility to make this kind of golden chain. For this reason he has to come
to Kolkata to make or buy this kind of fine chain. So most of the time he
needs to travel with gold material which makes a huge risk for him.
Quality of product can be developed
Market
Can not compete with others, because lack of new design and
techniques. Very much concentrated in local buyers, no such link up
with other states.
Environment and health issue
Unit: 1
Owner: Tarak Karm akar
Unit name: New Laxmi Narayan Jewellers
Place: Ranaghat
Mode of craft: Wholesaler
Have been working for last 15 years
Products: Mainly golden jewellery
Working hours: Average 8-10 hours in a day
Contact details: 09475825359
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Few techniques of polishing are used after the product has been
made. There is a finishing process which is done with Sulphuric acid
and soda. When both of two ingredients are mixed together, it creates
a gas which is very unhealthy smell. Everyday artisan takes this smell
continuously.
Wastage issue
Storage of the products can be developed
Submitted by: Susmita Dutta
Can not make thin golden chain
Using plastic container to store products
Very low quality rings
Sulphuric acid creates a unhealthy smell and smoke
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Sulphuric acid
Submitted by: Susmita Dutta
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Gas
cylinder
Unit: 2
Owner: Mangal Tarafdar
Unit name: Gyanoda Jewellers
Place: Ranaghat
Age:
Mode of craft: Garit (maker), working for last 15 years
Products: Golden and silver jewellery,
Working hours: Average 8-10 hours in a day
Contact details: 09647486846
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Issues
• Lack of modern techniques and tools, can not
compete with the market.
• Quality of product can be developed
• Workstation can be developed or organised
• Wastage issue
• Hallmark
Submitted by: Susmita Dutta
Less space to work
Unit: 3
Owner: Madhab Podder
Unit name: Podder Nose Pin Jewellery works
Place: Ranaghat
Age:
Mode of craft: Garit (maker), working for last 20 years
Product: Mainly golden nose pin
Working hours: Average 8-10 hours in a day
Contact details: 09434418854
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Issues
• Lack of modern techniques and tools
• Lack of new form and pattern according to the
competition market
• Local oriented market
• No facility to marketing the product
• Workstation could be developed.
Submitted by: Susmita Dutta
47
Not an impressive packaging
Unit: 4
Owner: Paresh Patra
Unit name: S.M Jewellers
Place: Ranaghat
Age:
Mode of craft: Sales
Have been working for last 16 years
Product: Golden and silver jewellery and silver vessels
Working hours: Average 8-10 hours in a day
Contact details: 09735629126
48
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Issues
• Lack of modern techniques and tools in his workshop
Travel with material is a big issue.
• Local oriented market
• Less facility to marketing product
• Packaging can be impressive
• Lack of merchandizing facility
• Hallmark issue
Submitted by: Susmita Dutta
work space
Unit: 5
Owner: Palash Bharati
Unit name: Palash Bharati Jewellers
Place: Ranaghat
Age:
Mode of craft: Garit (maker)
Have been working for last 10 years
Products: Golden and silver jewellery,
Working hours: Average 8-10 hours in a day
Contact details: 09434249111
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Issues
• Less skill
• Less strength of capacity
• Small workplace
• Lack of modern techniques and tools
• Does not follow any market trend
• Local oriented market
• Less facility to marketing the product
Submitted by: Susmita Dutta
49
Unit: 6
Owner: Biswajit Karmakar
Unit name: Madhusudan Jewellers
Place: Ranaghat
Age:
Mode of craft: Sales
Have been working for last 20 years
Product: Golden and silver jewellery
Working hours: Average 8-10 hours in a day
Contact details: 09734934996
50
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Issues
• Less skill
• Worker issue
• Less strength of capacity
• Small workplace
• Lack of modern techniques and tools
• Local oriented market
• Less facility to marketing the product
• Hallmark issue and artisan card
Submitted by: Susmita Dutta
Not proper display
Unit: 7
Owner: Dipankar Sarkar
Unit name: M / S Sarkar Jewellers
Place: Ranaghat
Age:
Mode of craft: Garit (maker)
Have been working for last 25 years
Product: Golden and silver jewellery
Working hours: Average 8-10 hours in a day
Contact details: 09434249111
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Issues
• Worker issue
• Less strength of capacity
• Small workplace
• Product display
• Lack of modern techniques and tools
• Local oriented market
• Less facility to marketing the product
• Hallmark issue and artisan card
Submitted by: Susmita Dutta
51
Not
proper
display
•
Not proper display
Unit: 8
Owner: Gaur Karmakar
Unit Name: Sandha Jewellers
Place: Uttarpara
Age:
Mode of craft: Garit (maker)
Have been working for last 15 years
Product: Golden and silver jewellery
Working hours: Average 8-10 hours in a day
Contact details: 099434897922
52
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Issues
• Lack of modern techniques and tools
• Product innovation
• Display
• Local oriented market
• Less facility to marketing the product
• Hall mark
Submitted by: Susmita Dutta
•
Unit: 9
Owner: Binod Bihari Karmakar
Unit Name: Siddeswari Jewellers
Place: Gangnapur
Age:
Mode of craft: Garit (maker)
Have been working for last 25 years
Product: Golden and silver jewellery.
Working hours: Average 8-10 hours in a day
Contact details: 09434432143
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Issues
• Less strength of capacity
• Lack of modern techniques and tools
• Very small workplace
• Product innovation
• Does not have any showroom to display products
• Packaging
• Local oriented market
• Less facility to marketing the product
• Hall mark and artisan card
Submitted by: Susmita Dutta
53
Issues
• Less strength of capacity
• Very small workplace
• Does not follow any trend
• Product innovation
• Local oriented market
• Less facility to marketing the product
• Artisan card
work space
Unit: 10
Owner: Ashim Karmakar
Unit name: Arnab Jewellers
Place: Ranaghat
Age:
Mode of craft: Garit (maker)Have been working for last 12
years
Product: Mainly golden
nose pin
Working hours: Average 8-10 hours in a day
54
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Issues
• Less strength of capacity
• Lack of skill
• Lack of modern techniques
and machines in their workshop
for this they are facing a high
cost of production
• Product innovation
• Local oriented market
• Less facility to marketing the
product
• Hallmark
• Artisan card
Unit: 11
Owner: Subir Kumar Dey
Unit Name: Ramakrishna Jewellers
Place: Habibpur
Age:
Mode of craft: Garit (maker)
Have been working for last 12 years
Product: Golden and silver jewellery
Working hours: Average 8-10 hours in a
day
Contact details: 09434822406
Unit: 12
Owner: Biplab Saha
Unit Name: Maa Dakshineswari Jewellers
Place: Dhantala
Age:
Mode of craft: Garit (maker)
Have been working for last 12 years
Product: Golden and silver jewellery
Working hours: Average 8-10 hours in a day
Contact details: 09733682785
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
55
Unit: 13
Owner: Bimal Roy
Unit Name: Laxmi Narayan Jewellers
Place: Pairadanga
Age:
Mode of craft: Garit (maker)
Have been working for last 10 years
Product: Golden and silver jewellery
Working hours: Average 8-10 hours in a day
Issues
Not proper display
and sometime
with a plastic
container they
deliver the product
to customer.
Basically this is
the style of their
packaging.
• Less strength of capacity
• Lack of modern technical facility
• Very small workplace
• Product innovation
• Display
• Packaging
• Local oriented market
• Less facility to marketing the product
• Hallmark and artsan card
•
•
Randomly display
Unit: 14
Owner: Shyamol Sarkar
Unit Name: Sarkar Jewellers
Place: Pairadanga
Age:
Mode of craft: Sales
Have been working for last 11 years
Product: Golden and silver jewellery
Working hours: Average 8-10 hours in a day
Contact details: 09733770173
Issues
• Lack of modern technical facility for that cost of
production is high.
• Product innovation
• Display
• Packaging
• Local oriented market
• Less facility to marketing the product
• Hallmark and artsan card
Pocket B (silver)
Issues
• Product innovation and diversification
• Lack of new technology, specially for silver melting
process. As it effects a high cost factor.
Silver chain making machine should not come to the
cluster as it can effect on the artisans of Zaforpur and
halalpur. As 100 families financially depend on this
hand made craft.
• Packaging
• Local oriented market
• Less facility to marketing the product
Unit: 5
Owner: Shyamal Mondal
Unit name: L.N. Jewellers
Place: Ranaghat
Age:
Mode of craft: Wholesaler
Have been working for last 10 years
Product: Mainly silver chain, making gold jewellery too
Working hours: Average 8-10 hours in a day
Contact details: 09475920503
58
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Unit: 16
Owner: Ranjan Biswas
Unit name: Biswas Jewellers
Place: Jafornagar
Age:
Mode of craft: Garit (maker)
Have been working for last 15 years
Product: Silver chain
Working hours: Average 8-10 hours in a day
Contact details: 09733768262
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Issues
• Process is laborious and time taking.
If new technology can reduce the labour of the artisan
and increase production capacity
• Lack of technology to make fine thin silver chain
which is not possible to make by hand
• Lack of new technology
• Artisan
• Local oriented market
• Less facility to marketing the product
Submitted by: Susmita Dutta
59
This kind of storage can break
the continuity form of the
chain or can lose. For this
reason cost can be effected.
Unit: 15
Artisans: Monojit Roy and his wife (16)
Place: Jafornagar
Age: 41
Mode of craft: Garit (maker)
Have been working for last 15 years
Product: Silver chain
Working hours: Average 8-10 hours in a day
Issues
He works for others. Traders give them silver wire and sheets to
make chains and anklets of different design.
• Handmade chain making process is very laborious.
• According to the labour wages is very low.
• Workplace could be developed. Natural light is mainly
their source of light to work.
• Storage of the product
• Ergonomic
60
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Unit: 14
Owner: Ripan Modak
Place: Jafornagar
Age: 36
Mode of craft: Silver melting and wire making. Have been
working for last 15 years
Product: Silver stick and wire
Working hours: Average 8-10 hours in a day
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Issues
• Cadium smoke which is very unhygienic for health.
• Worker needs to have this smoke everyday.
• Workplace could be developed
Submitted by: Susmita Dutta
61
Not proper display
Unit: 12
Owner: Prosenjit Sen
Unit name: Rupsa Jewellers
Place: Shantipur
Age:
Mode of craft: Garit (maker)
Have been working for last 15 years
Product: Mainly silver products, including gold
Working hours: Average 8-10 hours in a day
Contact details: 09153431032
62
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Issues
• Lack of new technology, specially for minakari, big
size silver sheet and gold chain making machine
• Artisan, lack skilled of young generation
• Quality of the product is low now. Because high cost
of raw material. Customer can not effort pure silver or
100% silver
• Packaging
• Display
• Local oriented market
• Less facility to marketing the product
Submitted by: Susmita Dutta
Common design
Does not have facility to make big silver sheet
Used this colour to create a minakari look on the silver
Randomed display
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
For packaging
Submitted by: Susmita Dutta
63
Unit: 11
Master artisan: Shasanko Pramanik
Place: Shantipur
Age: 60
Mode of craft: Garit (maker)
Have been working for last 40 years
Product: Mainly silver ornaments for god and goddess and
other silver jewellery
Working hours: Average 8-10 hours in a day
64
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
He works for others. Traders give him silver wire and sheets to
make different traditiona design of ornaments for goddess and
others.
Issues
• Workplace could be organised
• New tools and technique which can help artisan to
less laborious his work.
• New motifs and patterns can introduced for the
goddess ornaments.
• Ergonomic
Submitted by: Susmita Dutta
Issues
• Lack of new technology
• Artisan, lack skilled of young generation
• Artisans keep migrate for good wage
• Packaging
• Display
• Local oriented market
• Less facility to marketing the product
Unit: 13
Owner: Dinesh Karmakar
Unit name: Raj Laxmi Jewellers
Place: Shantipur
Age:
Mode of craft: Garit (maker)
Have been working for last 15 years
Product: Silver and gold jewellery
Working hours: Average 8-10 hours in a day
Contact details: 09046545736
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
65
Unit: 7
Owner: Proddut Chowdhury
Unit name: Produut Jewellers
Place: Ranaghat
Age:
Mode of craft: Wholesaler
Have been working for last 10 years
Product: Silver products
Working hours: Average 8-10 hours in a day
Contact details: 09434370475
66
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Packaging can be changed
Issues
• Product innovation
• Workplace could be organized
• Packaging
• Local oriented market
• Less facility to marketing the product
Submitted by: Susmita Dutta
Scope for Research and Development Direction for Future Initiatives
Issues
Small entrepreneurs of this cluster do not have sufficient funds
or expertise to continue research and development on a regular
basic.
Can not effort modern technology or do not have resources to
introduce modern technology.
Quality of product is compromised due to lack of skill and
technology.
Opportunities
Through R&D activities machinery, tooling and process can be
developed.
Need a common facility centre (CFC) where the cluster people
can get the new facility of technology. It could help them to
organise their working system.
Research in terms of consumer demand, trends and
competition in the local market, domestic and international
market.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
67
Study of Existing Product Design, Redesign, New Product Development and Diversification
Issues
The existing products of Ranaghat jewellery cluster are copied
from catalogue available in the market or provided to them by
the traders.
The products are not made of 100% real gold and silver.
Copper and silver are mixed with gold and cadium mixed with
silver. Because of high cost of material customers can not
afford 100 % gold and silver.
The products are made of various qualities depending on the
requirement of the traders / customers.
Mostly they have two kind of business strategy. Some of units
are manufacturer or retailer and some of are whole seller.
Lack of strength and skill to create new patterns and motifs,
according to the market.
Lack of aesthetic quality to make a unique product.
Some of the existing jewellery pieces are heavy and only used
on occasions such as marriages and festivals.
The quality and purity of gold and silver is doubtful and there is
no method available in the cluster to measure it.
68
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Less use of stone with the product. As lack of skill and facility
they have to go outside to do this process.
There is no such product diversification, no coordination of the
product.
Opportunities
There is a good scope for design development or redesign
of the products.
The existing traditional products could be more
contemporised and relevant, less laborious.
New motifs can be developed from their daily life or to
inspire from their local heritage.
The elements from the existing traditional jewellery can
be used for new product development and diversification.
Product can be co-ordinated with other jewellery.
Surface finish, textures can be introduced.
Using local traditional motifs will give the product an identity.
Improve the aesthetic of the product in terms of detailing of the
form, patterns and closing. Quality can be improved.
Submitted by: Susmita Dutta
Not unique, outdated
Source of the design is catalogue.
Heavy ornament
Outdated closings
Need innovative design
Outdated findings
Outdated findings
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
69
Existing Status and Opportunity for Display, Branding and Communication Design
Issues
Most of the units have display area or showroom. But very
few have impressive showrooms to showcase their products
properly.
Not proper brochure, catalogues are being used. They have a
website called www.alibaba.com, but not impressive to sell
directly to the consumer.
Opportunities
Brochure and proper catalogue would help them to expand
their markets. Websites will help in expanding export markets.
The existing units with display need to upgrade and improve
their existing displays.
Government could provide a marketing facility for this cluster.
Cluster people does not have a facility to exhibit their products.
70
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Scope of Technology, Modernization and Design Collaborations
Issues
Because lack of modern technology, they faced a serious issue
of wastage and need to travel more.
There is no facility of CAD design.
Opportunities
Hand made chain
Scope of design intervention in tool development at every
level of process to make the process fast and would be
helpful in manufacturing fine and quality product.
According to the market trend or demand they can not make
very fine and light chain. As do not have chain making machine
facility.
Need a common facility centre (CFC) to reduce the wastage
in the process and get the technical facility which can help
artisans to increase their productivity and reduce their labour,
especially for handmade silver making artisans.
For the big silver sheet, they need to go to Kolkata. Do not have
big sheet making machine.
New polishing method can be introduced for both silver and
gold.
The process of making handmade silver chain is very lengthy
and laborious. It does not make artisan happy as they can not
get a good amount of wage.
In the cluster there is only one casting place. So it causes less
production of bulk orders of the same product.
They do not have stone setting machine in their cluster. So they
have to go to Kolkata for this process.
There is no modern facility for polishing.
Hand made chain
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
71
Give a minakari look on the silver
Machine made chain
Do not have stone setting facility
72
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Big silver sheet can not produce in the cluster
To make hand made silver chain takes a long time to produce
Submitted by: Susmita Dutta
Design Opportunity in Workstation and Tooling Design
Issues
Used tools are outdated. It takes a long time in the production.
Work place is not appropriate, not organized. Sometime
artisans used wax lamp for welding. They have gas blower but
icost high.
Opportunities
Scope of design intervention in tool development at every level
of process to make the process fast and would be helpful in
manufacturing fine and quality product.
Would be the process less tiring and laborious.
Organized work stations at CFC to improve the way of their
business.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
73
74
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Market Analysis and Competition Study for Design Advantage
Present marketing scenario and competition
Mostly they have two kind of business strategy. Some of units
aremanufacturer and some of are whole seller.
Artisans are mostly dependent on local and domestic market.
There do not have no such exporter include in their business.
Few units do not have direct market linkages for sale their
products, but most of have.
Do not have international exposer for selling their products.
In rural areas install payment is another aspect of this business
because those customers can never give one time payment.
They are compelled to accept instalment payments for running
their business as they have to face many other inconveniences
or constraints. So in this cluster this can be considered as a
limitation of their business.
Opportunities
Coordination of accessories could make an impression on the
customer.
Using traditional local motifs which can create an identity of
their products.
They can introduce new contemporised accessories for daily
used purpose.
They can participate in the different exhibition which also can
expand their market.
Lack of modern technology is also a weakness to compete with
the present market.
Role of mediators is not decided.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
75
Description of Ergonomic and Environment Factors in MSME Premise
Sitting on floor and working for long hours can lead to back pain
Working at night under a bulb light can effect
eye sight
76
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Cadium’s smoke
Cadium’s smoke
Sulphuric acid gas is extremely harmful for health and
environment (one of polishing method)
Natural light is the source of work
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Cadium crates
unhygienic smoke.
Submitted by: Susmita Dutta
77
Packaging, Logistics and Storage Related Design Opportunities
Usually, different types of papers are used for packaging but
sometimes pink kite papers are also used. Most of the times,
packaging is done by wrapping the product with this paper or
sometime used different boxes.
Product packaging should be given emphasis. The idea behind
packaging that is to present something to customers should be
developed on an urgent basis.
Issues
There is no concept of packaging at the cluster level. According
to their capacity or strength retailer has used different kind of
container for packaging of the product.
This would be a challenge for the product designer to replace
the packaging style with a financially viable material.
.
New packaging design can be introduced such as string paper
and cloth bags or boxes using traditional essence. Probably
these bags will create a unique identity to the Ranaghat cluster.
Although this packaging should be cost effective but
impressive.
A good packaging can help them to improve their business
strategy.
Every units do not follow a good presentation to impress
customers. As gold and silver both of these are a valuable
product. So it is important to improve their packaging style.
No unique identity for the cluster. Everybody used same kind of
boxes, bags or container.
Products are kept either in a container or kept in a plastic
pouch, leads to breakage and wear.
Opportunities
Need to understand them the value of a good presentation to
the customers.
78
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Pink paper used for silver and gold packaging
Submitted by: Susmita Dutta
Using plastic container to store products
Not an impressive packaging
Not an impressive packaging
Using plastic container to store products
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
79
Hallmark
Courtesy www.google.com
Everyone wants their belongings to be safe and secure. There
are many things that one wants to keep safe. When it comes to
security it is very difficult to have faith on anyone. But if we talk
about jewellery then Hallmark is the best way to secure jewellery.
Here, in this cluster now Hallmark is a big issue to the
entrepreneur. They have an appeal to the Government. If the
Government can provide the benefit of Hallmark especially
for the cluster area it will be more beneficial for the business
because consumers always want to spend their money on
genuine products. As gold is a life time investment and asset,
market demand will be developed if Hallmark is introduced.
Then local customers will prefer to buy products from them
instead of visiting big city show rooms. Consequently their
savings will increase.
80
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Wastage and Cost of Production
Wastage of materials is another kind of botheration. It has been
noticed that more number of steps involved in processing lead
to more wastage. For example, when gold transfers from hand
to hand wastage is involved during the entire process from
melting to making the final product and last but not the least
finishing. Mainly this wastage happens because they do not
have every facility to make a product. For an example who is
creating the main form, he does not have the facility of melting,
polishing, casting or dicing etc. So person need to go here and
there to make the final product. This way commonly the amount
of wastage of a product increase and simultaneously wages of
the product also increase. 50 milligram wastage of gold value
is 160 rupees. This particular feature prevails amongst the
entrepreneur of micro level. Their point of view is that if they
can avail the modern technological facilities perhaps amount of
wastage will decrease and accordingly wages will also decrease.
Issue
Cost of production is very high because of the wastage in every
stage.
Recommendation: Need a common facility centre to
solve the issue of wastage.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
81
Exhibition or Display design Opportunities
Issues
Can not get any opportunity to participate in the exhibition or
fairs.
Opportunities
Artisans can participate in trade fair at state, national and
international level.
Products can be displayed through exhibition in various cities.
82
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Scope of Design Intervention
Skill up gradation
Develop their knowledge about aesthetic and unique product.
T
o create new forms or patterns. Develop new designs and
patterns according to the target market. Develop designs in
series, so they can treat as a set of jewellery.
Product finishing, packaging.
Design intervention
Develop new product range according to target
market in or outside country. Quality control must required.
New Market
Better display and retail outlets. Website, package graphics,
brochures and branding may help.
Upgrade infrastructure
Design the space and infrastructure
from the production point of view.
Introduce new techniques and tools.
Hallmark facility
Reduce Wastage
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
83
84
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
C O N C L U S I O N
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
85
SWOT Analysis
Strength
This craft heritage is an age old historical system. Market demand
for ornaments prevails now and will be prevalent even in future.
Availability of raw material.
There is no scarcity for skilled artisans.
There is ample scope for working traditional forms, motives,
designs, small space infrastructure- all these are their plus points.
Weaknesses
Less strength of unity.
Small scale entrepreneurs are not able to compete properly
with the market competition.
They are constrained with lack of sufficient unity, labour
problems, issues related to health hazards and environment,
wastage of raw material in every step etc.
86
products and process at various level.
Most of the units do not have marketing arrangement for export.
Opportunities
New design invention is required for business development.
There is ample scope for new surface design and product
designs according to the current market.
There is scope for lifestyle accessories, domestic and export
market.
More employment opportunities will crop up if new technology,
form, shape and product are introduced.
Threat
Most of the times, designs are directly replicated from the
competitors. There is also lack of awareness.
Another concern is high cost of raw material. They are
compelled to back out as they are devoid of marketing facilities.
Labourer migrates from one place to another as they have no
steady jobs. Sometimes labourers threaten the entrepreneurs
to resign from their jobs owing to their market demand.
Product specialization and product awareness is a must.
The new generation does not want to involve in this business.
No testing lab for research and technical suggestion.
There is no protocol is made to check the quality of the
They are not able to communicate with the buyers as they do not
follow any trend. There is lack of story-making for buying products.
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
87
A future
vision
For sustainable market
Sustain long term market
Improved Quality
Government Organisations
Required interventions
more scope to expand
market
Designers and
technical person
involved
Increase quality market
New Interventions in tool
and techniques.
Skill up gradation and
training programmes
Research and
Documentation
Workshops for
different
stage
Increase in
number of skilled
artisans
Design Consultancy
Scope for more
employment
New Designs and Product
Research
Merchandising
Packaging
Branding
Research Labs
National
International Market
88
Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Issues
Unit level issues
Cluster level issues
National level issues
High price cost of raw material
Work station
Tools and technical
Wastage in every stage
Labour skills
Labour availability
Lab testing facility
Quality check
Investment
Labour shifts from one unit
to another
Because lack of technical issue
can not compete to current
market and
can not make unique product
Awareness about trends and
ethnic
New product development
Motifs and patterns
development
Hallmark
Display
Marketing
National and
International market
Sometime no direct
communication with
the byers
Urban trends
Technical support
Common Facility Centre (CFC)
Loan policies for artisans
Artisan card
Urban trends
Markets
Exhibition space
Direct communication with
the byers
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
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A Five-Day Design
W O R K S H O P
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WORKSHOP
After the conclusion and the submission of Need Assessment
Survey Report under the Design Clinic Scheme, a Five - Day
Workshop was conducted at the Ranaghat Silver and Gold
Jewellery Cluster in Ranaghat, Nadia ( West Bengal ).
The workshop was aimed based on the problems and
opportunities identified during the Need Assessment Survey.
The workshop was organized to give the artisans a few
immediate design solutions for identified opportunities for design
intervention from the existing problems.
As per the Need Assessment Survey one of the main focus
area was on improvement their design process of making new
patterns and motifs and gave them ideas on how they could
sell their own creative products in the market. Therefore, for the
workshop Ms. Indira Basu was invited from Kolkata who has
been practicing design based on packaging and marketing of
products for several years.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
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Few photos from workshop
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List of Participants
SL NO
1
2
3
4
5
6
7
8
9
10
11
12
13
NAME
SUBIR KUMAR DEY
PALASH BHARATI
BINOD BIHARI KARMOKAR
DIPANKAR SARKAR
BISWAJIT KARMOKAR
AMIT SHARMA
PRADYUT CHOUDHURY
MADHAP PODDER
DEBONISTHA SARKAR
NANDA GOPAL DEY
MONGOL TARAFDAR
SHYAMOL MONDAL
SHYAMOL SARKAR
CONTACT NUMBER
09434822406
09093273757
09434432143
09434249111
09734934996
09732526007
09434370475
09434418854
09477367784
09733623364
09647486846
09475920503
09733710173
• There were few guest artists and artisans in the workshop. They attended workshop for
mostly one day.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
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Design Clinic Workshop Schedule
There was a good response for the workshop and more than
13 participants registered for the workshop. Participants were
divided into three different groups and the workshop was
continued with same group of people. Later They came up with
few ideas of design patterns individually.
Day One to Day Five
Morning Session
• Registration
• Inauguration Session
• Presentation on issues based on Need Assessment Survey
• Presentation on different kinds of jewellery
Registration and Inauguration
Afternoon Session
• Introduction to create new forms and motifs
• Introduction to Jewellery design
• Jewellery packaging design and marketing
• Feedback, Closing Session and Way Ahead
In the end an interactive session was conducted in which the
invited artisans and entrepreneurs of different units asked
their queries from the invited Government Officials and Experts
regarding the scheme and the solutions of the problem
which they are facing in the process.
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Presentation and Introduction on Different Kinds of Jewellery Design
Few slides from presentation
The collection of Ranaghat jewellery has been limited. As some
of the traditional jewellery styles in Ranaghatl are bulky and
is not feasible to wear it on daily basis. Mostly the demand
of their jewellery is for weddings or any other occasions
purpose. New designs are mostly copied from different
jewellery catalogues. Mostly the artisans don’t make new
designed products, they generally act as manufacturers for the
middlemen who give them designs from magazines, existing
catalogues in the market as per the market requirement.
So it was realized during the Need Assessment Survey that it
is important to introduce the artisans with new possibilities in
jewellery design.
During the workshop the artisans were given ideas on possible
variations of the existing designs for them to explore and for
their reference. A set of natural forms were given to them
to understand forms and guide them to develop forms from
nature surrounding materials. Mostly it was an aimed to make
them understand how they can create new jewellery library for
Ranaghat cluster.
Courtesy: www.google.com, 2013
Art and Fashionable jewellery
The artisans liked the ideas and the process for new product
developments which will in future add to there set of existing
designs.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
Submitted by: Susmita Dutta
Design on necklace
Courtesy: www.google.com, 2013, in this
page all photos have taken from this site
Courtesy: www.google.com, 2013
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
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Few slides from presentation
Courtesy: www.google.com, 2013
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Courtesy: www.google.com, 2013
Submitted by: Susmita Dutta
Designer collection
Courtesy: www.google.com, 2013
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Courtesy: www.google.com, 2013
Courtesy: www.google.com, 2013
Submitted by: Susmita Dutta
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Design on wristlet
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Courtesy: www.google.com, 2013
Submitted by: Susmita Dutta
Design on wristlet
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Courtesy: www.google.com, 2013
Submitted by: Susmita Dutta
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Design for nose pins
Piercing could a different kind
of jewellery to use for on going
fashion.
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Courtesy: www.google.com, 2013
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Courtesy: www.google.com, 2013
Submitted by: Susmita Dutta
Design on anklets
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Courtesy: www.google.com, 2013, in this page all photos
have taken from this site
Submitted by: Susmita Dutta
103
Designer collection, theme based jewellery,
concept of these products is water.
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Courtesy: www.google.com, 2013, in
this page all photos
have taken from this site.
Submitted by: Susmita Dutta
Designer collection, concept of this product is flower.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
Courtesy: www.google.com, 2013
Submitted by: Susmita Dutta
105
Designer collection, textural jewellery
106
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Courtesy: www.google.com, 2013, in
this page all photos
have taken from this site.
Submitted by: Susmita Dutta
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Trendy Jewellery, used in different way or style.
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Targeted client, product could diverse, availability of the material, trendy jewellery,
reasonable pricing, could be effecting with other materials
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Presentation on Issues Based on Need Assessment Survey
Not a proper display
Suggested solution for display their product
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Outdated closings
Outdated findings
Suggested solution on new technology and finishing
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Suggested solution on product. Product could light, textural, diverse and men could one of client for jewellery
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Suggested solution on packaging design. This cluster can create their own identity through attractive packaging.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
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Introduction to Create New Forms and Motifs
114
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A set of natural forms were given to them to understand forms
and guide them to develop forms from nature and surrounding
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
materials. Mostly it was an aimed to make them understand
how they can create new jewellery library for Ranaghat cluster.
Submitted by: Susmita Dutta
115
Drawing and sketches done by participants
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
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Few drawings and sketches have been developed by artisans.
They have derived this forms from those selected themes given
to them. After doing this design process they have understood
the way to create new designs for jewellery. This was a two
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
days schudle programme in the workshop. Later few has come
with their design. The artisans liked the ideas and the process
for new product developments which will in future add to
there set of existing designs.
Submitted by: Susmita Dutta
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Drawing and sketches done by participants
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
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This golden pendent was done by Mr. Amit Sharma, one of artisan in the workshop
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
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This golden ear set was done by
Mr. Subir Kumar Dey, one of artisan
in the workshop.
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
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This silver ear set was done by
Mr. Pradyut Choudhary, one of
artisan in the workshop.
Assessment survey | Ranaghat Silver and Gold and Jewellery Cluster | MSME 2012 - 13
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This silver ear sets were done by
Mr. Shaymol Sarkar, one of artisan in the
workshop.
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Introduction to Packaging Design and Marketing
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Ms. Indira Basu was there in the workshop to share ideas
on marketing and packaging. Why and how it is important for
a product to sell in the market. She shared the story of the
famous brand Tiffany & Co. to artisans. The story was based
on how this brand came in the market, what is their product
line and how they create a final look to their clients. Mainly this
story telling was to open up artisan’s mind.
Lastly she shared one of her work which she was done based
on marketing a jewellery brand called KAHON. This brand is
based in Calcutta.
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Sharing ideas on packaging design in the workshop
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Sharing ideas on packaging design
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Sharing ideas on marketing
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Sharing ideas on marketing
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Sharing ideas on marketing
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Ideas of different contemporary jewellery
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Ideas of different contemporary jewellery
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Ideas of different contemporary jewellery
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Ideas of different contemporary jewellery
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Ideas of different contemporary jewellery
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Ideas of different contemporary jewellery
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Assessment survey | Ranaghat Silver and Gold Jewellery Cluster | MSME 2012 - 13
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Ideas of different contemporary jewellery
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Snap shot on a feed back form
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Few Interventions Proposed for Uplifting the Ranaghat Jewellery Cluster
• Improvement in the present quality of products with better finishing, quality of raw materials.
• New design development.
• Create a new design library for this cluster.
• Create their own identity for the cluster.
• Product Diversification such as hairpins, men oriented jewellery, pier sing, cuff links etc. to reach a larger clients.
• Not to make heavy jewellery artisans could make light trendy jewellery for daily use.
• Improvement in Packaging Design and Branding for the Ranaghat Silver and Gold Jewellery Cluster.
• Establishing proper infrastructure support for research and development, technological facilities, funding etc.
• Tie-ups with designers, experts and technical people from different places.
• Design workshops can provide training to artisans along with generating continuous innovative market friendly designs.
• Design projects to specifically cater towards participating and getting orders through exhibitions.
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