2 ' ! " # $ %& 0 1 & #( ) ! ! * + , $ ( , %# , %- %# ./ # 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. вЂўTo continue a system where they can generate more employment and raise sustainable income which in return increases production. вЂўTo produce genuine handcrafted pieces. вЂўTo train and use the local craft skills and material to design functional and innovative ceramic products. вЂўIncrease 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. вЂў 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. вЂў 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. вЂў Maximum products are at affordable prices. вЂў Target all income groups. вЂў Ochre is open to new ideas. infrastructure. вЂў To improve and diversify the existing range. вЂў To design products according to age group. вЂў To explore new products considering user aspirations. Weakness вЂў Limited workforce. вЂў To explore different techniques for both ceramic and assemble. вЂў Limited production. вЂў To explore interesting combination material. вЂў Long process of production. вЂў Training production team to improve skill level so that some developments can take place. вЂў Women are non skilled in ceramic. Strength Opportunities Derived after Analysis of User and Market Survey and considering available вЂў Same infrastructure for jewelry and toys. вЂў To design in a way that the novelty factor of ceramic is retained. вЂў Labour problem. вЂў Strong connection with market. вЂў Comfortable & energetic environment. Threats вЂў Ochre Beads is a new range for market. вЂў Lots of options for buyers in market. вЂў Encouraging feedback for a new launch. вЂў Ceramic is perceived as a brittle material. вЂў Well developed and equipped studio. вЂў Threats of product being copied. вЂў 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 вЂўCasual wear вЂўLong patterns are in вЂўMulticoloured вЂўReasonable price вЂўGoes with most outfits вЂўImprove assemble вЂўMore permutation and combination for variety of colours, size of beads and threads. This design was taken forward because: вЂў Viable for production. вЂў Each unit is a bead, that are already produced. вЂў Good sale вЂў Quick in assemble вЂў 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 вЂў вЂў вЂў вЂў вЂў 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