How Consultancies Can Help Pottery Artisans Amid Lockdown

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How Consultancies can help Pottery Artisans amid
Lockdown?
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• About Pottery-
• Pottery is the process and the products of
  forming vessels and other objects with clay and
  other ceramic materials, which are fired at high
  temperatures to give them a hard, durable form.
  Major types include earthenware, stoneware and
  porcelain. The place where such wares are made by
  a potter is also called a pottery (plural
  "potteries"). The definition of pottery used by
  the American Society for Testing and Materials
  (ASTM), is "all fired ceramic wares that contain
  clay when formed, except technical, structural,
  and refractory products." In archaeology,
  especially of ancient and prehistoric periods,
  "pottery" often means vessels only, and figures
  etc. of the same material are called
  "terracottas". Clay as a part of the materials
  used is required by some definitions of pottery,
  but this is dubious. (BBGV23720)
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• Indian Pottery Industry
• India is dotted with various pottery firms, big
  and small pottery concerns have mushroomed in
  India like never before, thereby, making the
  Indian subcontinent self-sustaining in the
  manufacturing of various pottery products. Among
  other states, Uttar Pradesh is responsible for
  taking this industry to new heights. Parts of
  Uttar Pradesh like, Khurja, Chinhar, Chunar,
  Phulpur, Mathura, Agra, Vrindavan, Ghaziabad,
  Jhansi, Moradabad, Kanpur, Etmadpur, Rampur,
  Aligarh are mainly engaged in pottery making.
• The pottery industry in Uttar Pradesh comprises
  600 units altogether, out of which 570 are
  working actively. Furthermore, the working units
  are divided into Independent units,
  Semi-independent units as well as Dependent
  units. India pottery industry, over the years,
  has bravely battled several hindrances and
  emerged as the proud winner. This profit-earning
  industry of India is without any application of
  modern-day technical support most of the
  technologies are outdated and are also
  inefficient at the same time. Moreover, this
  important industry has failed to taste success in
  respond to meet the present market demands. It
  has been estimated that over 40 lakhs rural
  potters still work with the help of conventional
  pottery wheels. Of the 15 lakhs traditionally
  skilled potters, about 95 are involved in the
  work of conventional red local pottery. In
  addition, the products made in the village
  pottery are only sold to a restricted part of the
  society.

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• Challenges faced by Potters amid lockdown
• Paucity of working capital is another main
  problem of pottery sector. Because of the lack of
  adequate working capital, potters are not in a
  position to buy the raw material of required
  quantity. The low investment causes low
  production and in turn low production. A good
  number of units are operating below their
  capacity due to shortage of working capital. Due
  to the paucity of funds, at times the potters opt
  for less remunerative jobs or resort to even
  daily wage earning. ?the cost of raw materials
  used in pottery has fluctuated critically, much
  more than the selling price of pottery products,
  therefore, scooping an imbalance in the business.
  The prices of Nadiya (earthen curd container),
  Dhakni (earthen bowl), Kalsa (earthen pot) and
  Diya or Diyari (earthen lamp) have faced a
  relatively slow increment. While the items were
  being previously sold at Rs. 0.5, Rs. 1.5 and Rs.
  0.3 respectively over two decades later, their
  prices have elevated to just Rs. 1.5, Rs. 5 and
  Rs. 0.6 they have catered between two-fold and
  three-fold increase at most.
• However, the price of clay, a silica variant, has
  gone up from Rs. 50 per tractor trolley volume
  roughly 10x6x2ft3 to Rs. 3,000. Similarly, cow
  dung and timber are sold at high rates of Rs. 300
  per cubic feet and Rs. 10 per kg, in sharp
  contrast to two-decades-old corresponding rates
  of Rs. 50 and Rs. 2.
• How consultancy can help in this situation?
• Covid-19 has inflicted a heavy damage to the
  Indian pottery artisans. Pottery business mostly
  works at rural areas or urban antique places. But
  amid the lockdown these places are closed which
  has led to stoppage of the revenue stream. This
  has brought the businesses to a stand still. So,
  the question is how can a consultancy help the
  Indian potters? The answer is by acting as
  platform provider where all your products will be
  marketed. A cost-effective marketing can be done
  through prospect marketing. A prospect is someone
  who has a need, desire and/or interest in what
  you offer. By prospect marketing pottery
  businesses can reach prospects efficiently, which
  in turn leads to increased customer base, brand
  awareness and reduced marketing cost which leads
  to increased revenue, demand, and innovation.
  Some of the online strategies/tools are used to
  reach prospects are-Email marketing, Google Ads,
  social media marketing like Facebook, LinkedIn
  which provides custom filter.

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