Meghalaya’s Black Pottery artisans explore new avenues for market expansion

Syllad | The Rising MeghalayaMarch 12, 2024

Two-day Marketing and Promotional Workshop under the “Scheme on Studies for Promotion & Strengthening of Black Pottery” at Tyrshang and Larnai villages, West Jaintia Hills District, was organized by the Rural Craft and Engineering Division (RC&E) at Tyrchi Inn, Khliehtyrchi, West Jaintia Hills. The two-day training began on March 12 and will conclude on March 13. The inaugural function was attended by Joint Director of Commerce and Industries, Shillong, ML Wanshong, as the Chief Guest, and General Manager of DCIC, Jowai, B Warjri, as the guest of honour.

The project, “Scheme on Studies for Promotion & Strengthening of Black Pottery” at Tyrshang and Larnai villages, West Jaintia Hills District, Meghalaya, is funded by the Department of Commerce and Industries (DCI), Shillong, Government of Meghalaya. The project is implemented by the Mahatma Gandhi Institute of Rural Industrialization (MGIRI), Wardha, Maharashtra, a research and development institute under the Ministry of MSME, Government of India.

The main objective of this project is to make traditional industries more competitive by fostering a market-driven, productive, profitable, and self-sustained employment environment for traditional industry artisans and rural entrepreneurs. It aims to strengthen local governance systems, build innovative and traditional skills, improve technologies, advance market intelligence and develop new models. The project also aims to empower traditional black pottery craftsmen to upgrade their skills and production methods and create awareness of market avenues to market their products.

Joint Director of Commerce & Industries, ML Wanshong, thanked the organizers for their support to the artisans and traditional crafts, particularly the black pottery of Larnai and Tyrshang villages. He mentioned that the artisans have benefited from the training and exposure trips provided, refining their craft and exploring new designs and ideas. He expressed hope that the knowledge and exposure to new ideas among the current generation of artisans will contribute to the preservation and evolution of traditional crafts for generations to come. He also encouraged artisans to work in clusters to share knowledge, exchange ideas, and access common facilities.

Dr. K Venkata Rao, Deputy Director of Rural Craft and Engineering, informed that the two-day program aimed to create awareness of different strategies and avenues for marketing and promotion of black pottery products. The Marketing & Promotion Workshop was designed to upgrade participants’ knowledge and skills in various aspects of running a business.

He briefed about the activities undertaken in this project, mentioning that the project duration is one year, divided into two phases. Phase-I involved a study of black pottery artisans, upon which Phase-II activities, including capacity building and awareness activities for sustainability, were designed.

He further informed that activities proposed for Phase-I had been completed, including a baseline survey for 127 artisans, interaction with marketing personnel, middlemen, NGOs, and government officials to understand the demand for black pottery, marketing avenues, developmental schemes/projects, and support to artisans.

As part of Phase-II activities, a training of trainers on Black Pottery was organized by the RC&E division at MGIRI, Wardha, from October 6th to November 4th, 2023, for 16 craftsmen from Larnai & Tyrshang villages, West Jaintia Hills.

Skill Development Training under the Project “Scheme on Studies for Promotion & Strengthening of Black Pottery” at Tyrshang and Larnai villages, West Jaintia Hills District, Meghalaya, was organized from January 15th to January 29th, 2024, for 76 artisans from Larnai village.

Under the awareness activity, artisans were taken on an exposure trip to Siliguri, West Bengal, and Varanasi, Uttar Pradesh, from February 11th to February 20th, 2024. Eight artisans were selected from Larnai and Tyrshang villages.

Expert speakers covered topics relevant to Marketing and Promotion during the workshop. Dr. Annaji Sharma, Professor & Management at NIFT, Hyderabad, focused on ‘The Introduction to Marketing & Markets (Domestic & International) and the Importance of Branding in Handicraft Industries.’ Shri. Mr. Siewspah D. Buhroy, Assistant Professor Fashion & Management studies, NIFT, Shillong, Meghalaya, discussed ‘Introduction to Digital Marketing.’ Mr. Viswanath B Kasi, Founder & Director of Inkwisitive Global Advisory, Singapore, Hyderabad, delved into ‘International Marketing opportunities, procedures & Exim Policies’ and ‘Trends & Opportunities for Indian Handicrafts business.’ Shri. R S Nongbri, Assistant Director, Branch MSME, DFO, Shillong, spoke on ‘MSME Scheme Support,’ and Shri. Mondon Lyngdoh, Jr. Executive of KVIC, Shillong, discussed ‘Different Schemes of KVIC.’

Other attendees included HD Sinnur, S Kharpran, Functional Manager, DCIC, Jowai, and staff of Commerce and Industries, Shillong, and Jowai.