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Ochre is a private enterprise of genuine handmade ceramic
products and it falls under MSME(Medium Small Micro
Enterprise) It was setup in year 2000 and is run by Mrs.
Kavita Pandya Ganguly and Mr. Titas Ganguly. Kavita is
a ceramic designer from National Institute of Design and
Titas is a ceramist trained from KVIC(Khadi And Village
Industries Corporation).
They started in a small rented house with two rooms in a
village called Vadod near Anand. They worked here for ten
years and recently in 2011 they shifted to their own studio
in another village called Hadgud which is closer to Anand.
Ochre has in-house design development and production
possibility. They work with local people who have not
had any prior experience in clay and pottery. These people
are trained and motivated in developing hand crafted
ceramic products. The range is inspired by animals. In last
ten years they have trained many but have successfully
retained a team of best six. Currently there are ten men
working for Ochre.
Vision
Ochre Beads is another brand of Ochre Ceramic and
Pottery. Established in 2011. Ochre Beads produces an
exotic hand crafted range of ceramic jewelry. Local village
women are trained and encouraged to work. Women learn
and produce these range and in return get a sustainable
source of income. Currently there are six women working
under Ochre Beads.
•To continue a system where they can generate more
employment and raise sustainable income which in return
increases production.
•To produce genuine handcrafted pieces.
•To train and use the local craft skills and material to
design functional and innovative ceramic products.
•Increase production so that they can reach out to more
buyers to appriciate hand made products and material.
Diya Kalia, Diploma Document 2012, Ceramic and Glass Design, NID , Ahmedabad
13
2.4 Types of Indian Jewelry
Tradition of adoring oneself with jewelry is 5000 years old
in India. Indian women and jewelry have always formed a
great combination. The tradition is still alive and time has
made it only more vigorous than earlier. There is jewelry for
almost all the body parts, including neck, ear, nose, arms,
ankles, fingers, waist, hair parting etc. In India, jewelry is
designed to match with the attire. The theme of its design as
well as the color of the jewelry is taken into consideration
while adoring. To make jewelry more
attractive, it is topped by diamonds and various types of
gems. Traditionally, Indian jewelry has been made of heavy
and voluminous gold pieces, but recently jewelry made of
silver, platinum and other metals has become quite popular
among people.
Jadau Jewelry
Filigree Jewelry
Handmade Jewelry
Meenakari Jewelry
Tribal Jewelry
Temple Jewelry
Antique Jewelry
Bead Jewelry
Bridal Jewelry
Custom Jewelry
Fashion Jewelry
Filigree Jewelry
Gold Jewelry
Handmade Jewelry
Ivory Jewelry
Jadau Jewelry
Kundan Jewelry
Lac Jewelry
Meenakari Jewelry
Navratna Jewelry
Pachchikam Jewelry
Silver Jewelry
Stone Jewelry
Temple Jewelry
Tribal Jewelry
Diya Kalia, Diploma Document 2012, Ceramic and Glass Design, NID , Ahmedabad
29
The table below is a list of reasons behind any purchase by the different category of people.
Teen age (15 onward)
Twenties(20-29)
Thirty and above
Financially and emotionally
independent.
Financially and emotionally
dependent on parents.
Financially stable as they earn or
get extra money from parents.
Limited pocket money 1000-1500
approx, depending upon income
group.
Spending power is more Rs.5000
and above again according to
income group.
Money is mostly no issue for this
age group, but value for money.
Brand consciousness
At this age brand is not a big
factor.
Little brand conscious at this age
and influence of media, friends
and companion.
Mostly brand conscious.
Purpose of purchase
Mostly buy for self and hardly
gift.
Buy for self and also gift to
friends and loved ones.
Pendants, ring, earring, wrist
band, bracelet, anklet, hair accessories, mobile charms.
Pendants, ring, earring, wrist
band, bracelet, anklet, hair
accessories, mobile charms, purse,
set, belts etc.
Dependence
Spending capacity
Product preference
Buy for self and gift a lot to
friends and young ones.
Neck pieces, earring, bag chimes,
rings, hair accessories, bracelets.
Diya Kalia, Diploma Document 2012, Ceramic and Glass Design, NID , Ahmedabad
39
3.5 SWOT analysis
After study of users and market in different cities the insights were drawn about their particular choices, demands
and overall lifestyle in terms of products usability. This
further helped me to map out strengths required in product
development.
• Direct relation with workers.
As user demands and preferences are always the
preference for manufacturer to retailer, hence one needs to
map out overall system behind product features, utility, aesthetics, efficiency, cost, manufacturing, market & sales and
finally it must be profitable for both.
• Strong vision to establish better future.
Through SWOT i.e. Strength, weakness, opportunity and
threat analysis, I tried to point out important features to be
considered while working further; as user, market and manufacturer acts as a system and system keywords are major
outbreak to be listed accordingly.
• Maximum products are at affordable prices.
• Target all income groups.
• Ochre is open to new ideas.
infrastructure.
• To improve and diversify the existing range.
• To design products according to age group.
• To explore new products considering user aspirations.
Weakness
• Limited workforce.
• To explore different techniques for both ceramic and
assemble.
• Limited production.
• To explore interesting combination material.
• Long process of production.
• Training production team to improve skill level so that
some developments can take place.
• Women are non skilled in ceramic.
Strength
Opportunities Derived after Analysis of User
and Market Survey and considering available
• Same infrastructure for jewelry and toys.
• To design in a way that the novelty factor of ceramic is
retained.
• Labour problem.
• Strong connection with market.
• Comfortable & energetic environment.
Threats
• Ochre Beads is a new range for market.
• Lots of options for buyers in market.
• Encouraging feedback for a new launch.
• Ceramic is perceived as a brittle material.
• Well developed and equipped studio.
• Threats of product being copied.
• Systematic work.
Diya Kalia, Diploma Document 2012, Ceramic and Glass Design, NID , Ahmedabad
47
3.14 Training program-2
Since this was the first time that the women were
working for an exhibition. They had to be prepared prior by
discussing whole procedure that had to be followed. In the
whole process time was one major concern so they had to
work effectively and efficiently.
Women were practicing on their skills for two months now
and had improved drastically. Hence the work assigned was
on the basis of their skill levels. For example women with
low skills were given beads and simple units and the difficult ones were given to the better skilled women. Work was
divided and performed according to schedule. In the process of preparation both the groups Ochre and Ochre Beads
helped each other whenever required. Like the men helped
in production and women helped them in assemble.
Women involved in production for the fair.
Men workers helping in production.
Assemble was also done by the same group of women. As
decided earlier, each one needed to know each work as
this exercise would develop better understanding, because
working in both production and assemble will help them
understand the flaws and could be corrected.
For example a very small thing like size of hole makes a
lot of difference while assemble because it has to match the
thickness of material which will pass through it.
Group work makes work faster. Women glazing the ceramic
pieces.
Assemble of designs.
Diya Kalia, Diploma Document 2012, Ceramic and Glass Design, NID , Ahmedabad
65
Analysis of individual designs
Name of design
Bunch Bead
Number of items produced (P) and sold (S)
(P)70 - (S) 70
Cost of each
200/-
Style and size
Long length
Assemble type
Simple assemble
Material used
Ceramic beads, cotton thread, copper wire
Colour and techniques
Multicolour, made of regular ceramic beads
Price
Reason behind purchase
Improvements required
82
•Casual wear
•Long patterns are in
•Multicoloured
•Reasonable price
•Goes with most outfits
•Improve assemble
•More permutation and combination for variety of colours, size of
beads and threads.
This design was taken forward because:
• Viable for production.
• Each unit is a bead, that are already produced.
• Good sale
• Quick in assemble
• Women group already trained in production.
Assemble
Before getting started with the assemble exploration of the
units selected, some initial sketches were done to visualise
the final look of the design.
104
Final Range
130
After discussing with the printer this particular tag was
selected as firstly it solved the purpose required for
products and secondly it was cost effective.
After the shape was decided different fonts were tried to
see the look.
After deciding on the font certain corrections were made
in the size of tag as we missed out on some information
and the size was little small for visibility and for product
placement.
Final changes in tag
•
•
•
•
•
The existing font was selected out of the lot as it
would be more close to the brand and was already
used in Ochre branding.
Only the text was filled to make it more prominent.
Some changes were done in size of tag as some
information was missing on the tag and the size was
little smaller for product.
The colour of tag was changed to ochre to relate it
better.
Measurment of tag were changed from 3.5 * 9 cm to
4 *10 cm
Diya Kalia, Diploma Document 2012, Ceramic and Glass Design, NID , Ahmedabad
161
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