NEED ASSESSMENT SURVEY REPORT-2011

DCS MSME SCHEMEDesigner : PIYALI BARUA

AGARBATTI CLUSTERBARUIPUR, WESTBENGAL

NEED ASSESSMENT SURVEY REPORT-2011

Need Assessment Survey|| Baruipur Agarbatti Cluster, West Bengal || 2011|| Piyali Barua2

Acknowledegment

I would like to thanks Baruipur Agarbatti Manufacturers’ Welfare Association (BAMWA) Chief Advisor/President/Secretary and entire team for organizing the ‘design Clinic Scheme Programme and showing me their work also letting me be part of their worklife to accomplished the program.

I would also thanks “Design Clinic Scheme; National Institute of Design”, who has given me an opportunities to accumulate an intensive report after realizing my strength, potential and past experience.

My special thanks to each individual unit member of Baruipur cluster’s who has given me their great support during the design audit without their kind involvement & assistance I would have not been able to understand cluster background & their present status. Thus I come up with such informative, structural, analytical and design intervention opportunities.


CONTENTS1. SUMMARY

a) Introduction---------------------------------------------------------------------------- 4b) General Information------------------------------------------------------------------ 6c) Documentation Over view----------------------------------------------------------- 9d) History & Evolution of Agarbatti------------------------------------------------- 10

2. CLUSTER LEVEL

a) Cluster Products--------------------------------------------------------------------- 13b) Raw Materials------------------------------------------------------------------------ 14c) Existing machinery and equipments---------------------------------------------15d) The Manufacturing Processes of the Units------------------------------------- 16f) Opportunity Mapping--------------------------------------------------------------- 18g) Raw Material & Process------------------------------------------------------------ 19h) Process---------------------------------------------------------------------------------20i) Packaging and Exhibition/Display design-------------------------------------- 21j) Observations & Recommendation------------------------------------------ 22

3. DESIGN AUDIT UNIT WISEa) Identifying Design opportunity for technology, modernization and design collaborations.--------------------------------------------------------------- 25b) Identifying Design opportunity in workstation and tooling design.-------29c) Identifying Scope for Trainning, skill up gradation and Ergonomic and environment factors.-----------------------------------------------------------35

4. ANALYSIS--------------------------------------------------------------------58

5. CONCLUSION----------------------------------------------------------------61

d) Identifying Design opportunity for Packaging design.-------------42e) Identifying Design opportunity for Packaging, branding and communication design. ---------------------------------------------46f) Recommodation for design intervention for entire Ababatti units.--------------------------------------------------------------50


1. SUMMARY


Introduction

As a designer I like to look at things from their humble beginnings, to scrutinize minor details of a product in order to determine its prospective growth. I believe in unlearning first, in order to learn anew and discover something beyond what we already know. Having passed out from a top notch college of design, we mostly deal with products which are expensive and clients who have no limit to spending. As a result, Agarbatti as a product, with a nominal price that may reach to a maximum of 15 rupee per packet, was incomparable to any of my other studies and posed a bigger challenge and an intriguing design work for me.

Though Agarbatti (incense stick) has a huge demand and a sizeable market both in India and abroad, very little development has taken place in this field, from the perspective of West Bengal over the years. The people involved in this trade are mostly below the poverty line and still use primitive ways of manufacturing incense sticks.

There is low or almost nil awareness of the new the designs and techniques that have been developed in other parts of country/world. People in West Bengal still use the same old techniques and machinery for production. Lack of funding is another big concern that stands as a hindrance to the growth of the Agarbatti industry in Bengal

During my field work I have tried to look into major as well as minor flaws to find out the obstacles that plague this industry, which if allowed to run on a proper course, has a high potential to uplift the economic conditions of more than 50 thousand people, who are involved in it for decades.

In this documentation I have tried to put my conscious efforts to focus on the concerns and issues faced by the Agarbatti manufacturing units and simultaneously tried to hit upon certain innovations that could help in the growth of the same.


General Infromation & History Baruipur, the small town has been a part of the district of South 24 Parganas from times immemorial. When the British got the Diwani of Bengal, the district of 24 Parganas started taking shape. This was mainly the revenue collecting zone of the British. Before the British took over, the district of South 24 Parganas did not have any origin and it came to be officially accepted as a separate unit in the year 1986. thats when Baruipur of the South 24 Parganas came into existence as the district.

It is Situated around 25km from Kolkata. and connected through suburban railways.

Baruipur has 3 court and sub registry office, majestic office, post and telegraph office, high school and municipality office. The municipality office was established in 1869 with 6 wards which is now increased to approximately 17wards. As of 2011,it is controlled by the Trinamool Congress.

Demographics

As of 2001 india census Baruipur had a population of 44,964. Males constitute 51% of the population and females 49%. Baruipur has an average literacy rate of 84%, with 52% of the literates being male and 48% being female. 8% of the population is under 6 years of age.

WEST BENGAL MAP

Educational Institutes Baruipur has many educational institutes in its locality, with many mission schools as well. As in the early 19 century many major headquarter of British government was situated here at Baruipur namely Nil kar office and salt manufacturing office. The first mission school of this town was established by a salt agent Mr. Plaudon at the year 1880. Some of the most important schools are Baruipur High School,Rashmoni Balika Vidyalay,Madarat Popular Academy,Holy Cross School,Welkin National School. Recently Baruipur High School has just turned 150 year’s & Madarat Popular Academy has just turned 100 year’s.


1 Baruipu Surgical tool industry.2 Bhartia railway wagon factory.3 Baruipur has a growing economy in Guava. 4 Baruipur fruits and flower cultivation. 5 Baruipur manufacturing unit named Presswell serves for automobile industry.6 Baruipur Aarbatti manufacturing units.7 Baruipur Silver filigree manufacturing industry

Transport

There are ample transport facilities available like Auto rickshaws, private cars bus routes like 218/233/80/80A which are connects to various parts of Kolkata & Howrah. Baruipur is also connected to Kolkata by suburban railways and roads. Which is an easy access for traders to export or import their goods for trading.

Organizations that has support Baruipur`s economy at Piyali Town the industrial hub of Baruipur.


Culture & Religion

The gajan utsab of Baruipur is famous. According to local legend, there was once a severely contested lathi fight between the lathials of the Sabarna Choudhurys of Barisa and the Roy Choudhurys of Baruipur concerning the boundary dispute of their respective Zamindaris. The Sardar of the lathials of the Sabarna Roy Choudhury was Bhriguram. The lathials of Baruipur managed to cut off his head with a sword and won the fight. However, Bhriguram was so much respected in the area that a lock of his hair was preserved. Bhriguram is still publicly honoured by the exposition of lock during the gajan mela at Baruipur.

Rash Mela is the one of the famous fair in Baruipur which is held in the time of Rash The pooja of Lord krishna. Here we mostly find mix religion believing people but most prominent are tthe followers of Hinduism and Islamismic religion.


Documentation Over viewInterviewee1.Gouri Sankar Saha2.Bibrata Roy3.Narayan Roychowdhury4.Bijoy Chanda5.Ram sarkar6.Saibal Nag7.Angur Mondal8.Monoj Dutta Banik9.Paritosh Naskar10.Rabin Mukherjee11.Debasis Pal12.Jayanta Mondal13.Sankar Mondal14.Rabin Sikdar15.Jaydev Chakraborty 16.Tapas Halder17.Himanshu Majumdar18.Deepti Chakraborty 19.Munni Das20.Gouri Gagee21.Swapna Sarkar22.Sujata Nasker23.Laxmi Das24.Sephali Mondal

25.Iraa Sarkar26.Bhanu Sarker

The field work of the need assessment survey was conducted between 10th to 31st of July in Piyali town Baruipur, a part of South 24 Parganas district in the state of West Bengal, India.

The purpose of the survey was to gather detailed information by observing the process of manufacture, by meeting and interviewing different people involved in this profession and to identify the problem areas. All the finding was recorded using notes, pictures and video.

Views of various parties were taken into accounts to get a better understanding of the scenario. Apart from the interviewing the worker association and buyers a some consumer were also included in my survey. I was provided with a coordinator from the association to help me to visit different unit during the survey. I was welcomed with different type of reactions. Few of the people were very friendly and over enthusiastic to share their view and information of the material and process and some

welcome me with susceptive eye (I was asked questions like “ are you from income tax department” ha ha ha). But over all I got a friendly environment and immense cooperation from the people of Baruipur.

The people I interviewed were from different age groups, ranging from 15 to 60 years and were from different income groups as well. What I found common was that most of them were below the poverty line and have received education till 9th standard or less. A good thing which I found out during the survey, was that the number of female workers were com-paratively more then the male workers. As of date, all most 25 to 30 thousand women are involved in this profession and are the bread earner for their families.

Agarbatti cluster is one of the primitive industries that have begun in Baruipur more than 50 years back and has evolved and flourished grown to become one of the major professions for the people of Baruipur. However, some major as well as minor issues in the social system, economical imbalance and drawbacks of manufacturing process, has made the growth stagnant.


History & Evolution of Baruipur Agarbatti

Agarbatti manufacturing industry was first started at Fultala in the locality of Baruipur dist- 24 pgs(south) and gradually evolved after the independence.

In 1962, the government of West Bengal felt the need of establishing an industrial hub in Bengal and chose Fultala as the location for building an industrial Estate, on realizing the potentiality of the place both in terms of direct communication and open space. The Estate nurtured various categories of industries, among which some of the major were Baruipur surgical instrument manufacturing industry, spinning machine industry and Agarbatti industry etc.

Agarbatti industry is chiefly a labour based industry. Due to cheap and ample labour in Fultala, it was quite easy to set up this industry there. Gradually a number of small and large scale agarbatti units developed in Piyali Town, Fultala, which enabled thousands of people to earn their bread and butter without the compulsion of having to travel to Kolkata.

Late Shri Narayan Chandra Majumder is known as the father of the Agarbatti industry in this area. This industry bloomed as a result of Shri Narayan Chandra’s hard work, strength and his futuristic vision. Apart from him, people like Late Anil Chandra Das, Late Santi Mukherjee, Late Arun Dutta and Late Rabindra Nath Lahiri also deserve a special mention. They enriched this industry through their ideas and guidance which are equally relevant till the present day. Hence they are revered as the backbone of this industry.


With the efforts of the above mentioned people, the Agarbatti industry gradually spread to Canning Block 1 & 2 and other parts of Baruipur as well. At present, this industry plays a vital role in the economical development of this area and has become the livelihood of the people of Fultala as well as a greater part of Baruipur and Canning. In addition, it also provides a great economic support to the people involved in the distribution of these product.

Following are the present statistics of the industry-

1. Total no of manufacturing units -- 112 2. Total no of employees – 560003. Turn over per year -- 40 - 45 crores INR.

Baruipur Agarbatti Manufacturers’ Welfare Association (BAMWA)Office Address- 27/c Netagi Nagar, post- Piyali Town Baruipur 24pgs(south).

Distance from various Govt. Office are as below.Block Development Office-200m.Police Station- 4KmSub D.I.C office-3.5KmD. I.C office – 24pgs(south)- 25 Km


2. CLUSTER LEVEL


Cluster Products1 Incense stick and cones2 Dhuno Incense cones and sticks.3 Raw stick4 Flora stick5 Fragrance stick


Raw Materials Charcoal, wood powder, Guggul, Dhuno, gum, geeket(wooden skin) all of these are main most essential ingredient to make Agarbatti. Incense is composed of aromatic plant materials, combined with essential oils.


Existing Machinery and Equipments in the UnitThese machine are used for mixing raw materi-als and grinding geeket(wooden skin) into dust form.

This type of machine cost around lakhs and only used by one or two large scale manufacturing Units. Rest uses manual process for mixing the materials and dusting the geeket. .


There are three possible types of employer-employee relationships in the agarbatti manufacturing sector:

1. Agarbatti workers sit at the Unit owners factory and work.2. Traders / contractors give the raw materials directly to the workers to produce the agarbatti at their homes.3. The trader gives the raw materials to the contractor who in turn gives it to the workers to be rolled at home.

The workers are given the raw materials, which include fine flour, coal dust, bamboo sticks and brown chemical powder, to make agarbattis. These raw materials are mixed together and a dough is prepared using water. This dough is then wrapped in a plastic bag so that it does not get dry. One cannot roll an agarbatti if the dought is not sufficiently sticky.Agarbatti rolling is usually doneon a wooden board inside or outside the house, in a verandah or on the road. The rolled sticks are then spread on a cot or on the ground to dry.

The Manufacturing Processes of the unitsThe production of agarbatti passes through three main stages:

1. Wholesale contractor/ Unit owners buy the raw material and give to the workers for rolling to making agarbatti . 2. Workers roll the agarbattis, dry them and return them to the contractors/Unit owners.3. Contractors/unit owner package the finished incense sticks at their own factories.

The main ingredients used in making an agarbatti are coal dust, geeket dust, bamboo sticks and scent essence.

1

2 3 4


After drying, bundles of 1000 are prepared and given to the traders or the unit owners. After this, the scenting process is done either at unit owners home or factory. During the scenting process, the sticks are dipped into a mixture made of one part fragrance and two parts oil. After which the sticks are kept vertically to dry and then packaged in gelatin paper /newspapers /boxes and sold in the market through traders and agents.

5 6 7


Opportunity Mapping

Raw Material

Application of fragrance

Bamboo Cutting

Packaging/Storage

Drying Process

Transportation

Process

Market/Enduser

Sitting Posture

Branding/Marketing

• A local community store for better quality raw materials. • A common facility center.

• A localized quality testing lab.

• Proper training to develop new and good quality fragrances.

• Modern machinery for better quality and large scale production, as opposed to the manual process.

• A defined space to dry raw sticks

• New technologies for drying, for instance a furnace designed for this purpose.

• Better training for implementation of efficient practices, aiming towards wastage reutilization.

• Awareness of modern

• Proper training regarding scientific sitting postures in order to reduce physical strain.

• New accessories that would aid in achieving .

• Devisingmodernpackaging techniques as opposed to the current manual process. • More space for storage.

• Better connectivity with internal roads which can reduce damages and save time.

• Proper branding and marketing

• Development of a common brand istead of multiple brands.

• New aesthetically appealing product range, specific to the end user, based on needs, usages or purposes. • Better displays and retail outlets to showcase the products.


A properly illuminated storage space can help in reducing wastage of raw materials due to damp.

Devising modern machinery for cutting Bamboo can help in replacing the less efficient manual process. Almost all the bamboo sticks are im-ported from outside. There is no local intervention. A common store or facility center can facilitate buying of bamboo sticks at standard prices.

Drying on the open streets is not a good option, since it reduces material and fragrance quality. Solar furnace would be a better option for drying the sticks.It would be beneficial to keep a mat or wood block underneath the stick before drying.

Observations

Recommendation Recommendation Recommendation

Observations Observations

Raw Material & Process:


Improper body postures can lead to serious physical problems. Proper training regarding correct sitting postures is recommended.Tools and accessories that would aid in proper sitting arrangements and postures can help achieve comfort-able production work.

Modern machines that would replace the manual processes for both mixing the mashla and making the Agarbatti sticks can help in increasing the

Almost all the essential oils are imported from various places. A local chemical testing lab for proper selection of fragrance can put a stop to this import, thereby reducing the cost.Trainings are recommended to cre-ate new and better fragrances as per the market trends.


Observations Observations Observations

Process:


Setting up of a printing lab and provid-ing trainings for design of boxes and wrappers, can also improve the packaging techniques.Setting up of a common facility computer lab to follow new market trends and can help in efficient and competitive marketing of the products.products.

Use of good quality paper can help in keeping the fragrance intact.

Use of modern graphical design for packaging instead of white paper or newspaper packaging can vastly improve the look and feel of the products

It is recommended that production units aim towards establishing their own brand identities for maintaining the quality of products and variety.Use of new trend graphics and descrip-tion over packet is recommended for enhancing the look & feel and the ap-peal of the products enhancing visual message & products appeal.

Observations Observations Observations


Packaging and merchandising/Display:


All the above observations and recommendations are related to aspects that may require design intervention. However, there are other problem areas which may not in the scope of this project. Nevertheless I would like to mention those since they certainly are pain areas which need to be fixed or minimized by the concerned experts and parties involved, in order to facilitate the proper functioning and growth of the Agarbatti industry.

After an interactive session and study in the Baruipur Fultala manufacturing units, I found that most of the units are manufacturing the same variety of products, by applying the same techniques and are also exporting their products in the same markets like Bara bazaar. The only differences among them are in the physical size and production capacity of the units. Moreover, all of them are using similar packaging boxes with nearly same branding and design but are selling their products individually to the market. Many of them are unaware about the buyers and even about the name of the company under which they have sold their products.

In spite of manufacturing the same variety of product line, they prefer to work as a single entity rather than a collective one. This not only affects the individual units but also reduces the growth of the entire Baruipur Agarbatti cluster. Development of various community schemes could be the only way to uplift the growth of the Baruipur Agarbatti Cluster.

Apart from these, the cluster needs to be aware and educated regarding customer demands, their needs & usages, standard rates of the products (both purchase rate & selling rate) and the emerging life style. These are necessary for motivating new design and enhancing product development.

Observations & Recommendation


3. DESIGN AUDIT UNIT WISE



Identifying Design opportunity for technology, modernization and

design collaborations


Swapna Perfumery Producta) Description

Name: Bijoy ChandaAge: 27 year old

Address: Dudhnai, NaskarparaP.O.- Piyali Town, Dist- 24 Pgs South, West Bengal, Phone no- 983083715

The unit is currently running by Mr. Bijoy Chanda which was started 30years backs by his father and grandfather when he was only 10 years old. With the strength of 10 people working in this unit, manufacturing raw stick, Flora stick, Dhuno Incense. He import Bamboo sticks from Deganga West Bengal and from Tripura and mainly sell his end products to Bara bazaar kolkata, Orisha, Bihar, Asham, Nepal. The Product ranges from rupees 2 per packet to rupees 15 per packet.


b) Existing Products, Packaging and Redesigning

Main Product1 Raw stick, 2 Flora stick, 3 Dhuno Incense stick4 Perfumed Incense stick

Packaging1 Box packaging2 Plastic packaging

Redesigning the existing Products and its PackagingThe strength of the unit is to be specialized in manufacturing from developing raw stick to packaging. It could concentrate on agarbatti`s look and feel with new style and patterns and established a renowned brand and diversify its existing product range in following ways:

1) By improving the quality of its end products, which would cater to a new market or different usage. E.g. making medicated/aromatic incense for healing stress etc.2) To come up with new range of products by studying the need, usage & keeping in mind the life style of various communities.3) Applying new and contemporary packaging to the existing range which could compete with the global market.


c) Scope for research and development direction for future initiatives

TECHNICAL RESEARCH

DESIGN CENTERED RESEARCH

PLAIN RAW STICK DHUNO INCENSE STICK FLORA STICK PERFUMED

INCENSE STICK

NEW & DIVERSE RANGE OF PRODUCTS

PRODUCT QUALITY PACKAGING DESIGNING

NEED & USAGE,USER STUDY,

MARKET STUDY,CHANGING LIFESTYLE,

BEHAVIORS DOMAIN,PATTERNS, TRENDS

RAW MATERIAL

PRODUCTION PROCESS &TECHNIQUES

NEW PROCESS ADOPTION

& PRODUCTS WITH GLOBAL NEED

& USAGE

ESSENTIAL OIL TESTING LAB


Identifying Design opportunity in workstation and tooling design


Gitasree Perfumery Worka) Description

Name: Narayan RoychowdhuryAge: 70 year old

Address- Piyali Town, Fultola,1 no. gate Baruipur, Dist- 24 Pgs South, West Bengal, Phone no- 983083715

This is one of the oldest unit in Baruipur, fultala and the owner of this unit is one of the pioneer, who is responsible for developing the industry here since independence. This age old unit is started 50 years backs by him and his father at the unremembered age. With the strength of 25 people working in this unit, it’s manufactures raw stick, and Dhuno Incense stick. He imports Bamboo sticks from Deganga West Bengal and Tripura and sells his end products to Bara Bazzar kolkata, The Product ranges from rupees 1 to 20 per packet.


b) Existing Products, Packaging and Redesigning

Main Product1 Raw stick, 2 Dhuno Incense stick

Packaging1 Box packaging2 Paper wrapper packaging



Redesigning the existing Products and its Packaging

The strength of the unit is to specialized in manufacturing raw stick and Dhuno incense stick. It could concentrate on Agarbatti`s look and feel with new style and patterns in dhuno. They already have a brand identity of their own products in dhuno Agarbatti which are mostly sold in the Baruipur and some local market.

Recommendation to improve products line and business growth.

1) By improving the finish of its product and to apply different smart look and design patterns which are contemporary and can easily attract new market and consumer.

3) Need to develop handy designing tools to produce modern designs and patterns of Dhuno agarbattits.

2) Applying attractive, stylish and usable packaging to cater the global market.

3) Need good merchandizing and display of the products in the unit which will improve the sell and growth of the business.

This is the only designing tool available for making Dhuno Agarbatti in the unit.

This kind of tools takes more manufacturing time as its produces only a piece of Agarbatti at one time.

This kind of design partterns are quite old and are outdated.

It is not a fully automatic machine and requires manpower to operate it. Which in turns waste man-hours to produce Incense sticks.



TECHNICAL RESEARCH


PLAIN RAW STICK DHUNO INCENSE STICK


PRODUCT QUALITY EXHIBITION/DISPLAY

DESIGN OPPORTUNITIES




RAW MATERIAL




& USAGE

DEVELOPMENT OF EQUIPMENT &

DESIGNING TOOLS


Identifying Scope for Trainning, skill up gradation and Ergonomic and environment factors.


Pinky Industriesa) Description

Name: Poritosh Naskar Age: 30 year old

Address: kalabaru,P.O.-Channi Baruipur, South24pgsPhone no- 9153301799

The unit belongs to Mr. Poritosh Naskar which was started 9 years back. To set up this unit he invested around 3 lakhs, with strength of 550 female workers, this unit manufactures only plain raw stick and the labour are paid rupee 7 for thousand stick.

This unit mainly uses Bashuni Bamboo which is imported from Deganga West Bengal and usually sells his end products to Baranagar and Bara bazzar kolkata, The Product is sold in kilogram, rupee 50 to 60 per kg.



d)Description of ergonomic and environment factors.

Main Product1 Plain Raw stick,

Scope to Design tools & enhance manufacturing process

The strength of the unit is specialization in making plain raw stick. It should concentrate on improving the process of making Agarbatti by following ways:

1) The process that is usually practiced to make Agarbatti here is ergonomically very unhealthy. The uncomfortable sitting posture can affect the spinal cord resulting many critical ergonomically problems which leads to low production rate. Providing proper sitting arrangement and tools will help the worker in increasing production per person.


2) The process needs advances technologies to follow so that wastage of raw material reduces, due to improper storage of raw material both quality and quantity of production gets hampered. Need proper training to enhance skill and quality of the products which can cater to the current market demands. 3) The labour charges provided to the workers are very low (rupees 7 to 8 per thousand sticks) which needs to increase. the Agarbatti owners should provide health facility for betterment of both workers and end products.


Recommendation for designing better sitting arrangement

An agarbatti worker has to bend down and work on a wooden board for 8 to 10 hours a day. This kind of hard labour leads to spinal pain, abdominal pain and pain in the hands and legs. Which later on can lead to many serious heath problems and low productivity per resource. To avoided such kind of situation this kind of sitting tools needs to develop for more comfortable working.



TECHNICAL RESEARCH


PLAIN RAW STICK


PRODUCT QUALITY




RAW MATERIAL




& USAGE

DEVELOPMENT OF EQUIPMENT & TOOLS


Study of infrastructure setup from design perspective


Jaysree Agarbatti worksa) Description

Name: Jayanta Mondal Age of the unit: 20 year

Address: P.O.-Piyali Town, Fultola, 1no. Gate Baruipur, South24pgsPhone no- 9831311051

The unit belongs to Mr. Jayanta Mondal and its running since 20 years now. To set up this unit he invested approximately rupees 50 to 60 thousand, with the strength of 150 female workers, this unit manufactures plain raw stick with the labour charges rupees 7 for thousand stick. He mainly sells his products to the whole sale market at Bara bazaar at the rate of rupees 55 to 60 per Kg.


Redesigning the existing Products and Managing storage space.

The strength of the unit is to be specialized in manufacturing raw stick. It could concentrate on Agarbatti`s finishing and techniques as it only focuses on the making of the sticks. The main problem of this unit is storage space for both raw material and finished products. This is a common problem of all the small and medium size units in Baruipur. A large number of differences are found between the units E.g. the large scale units usually don’t provide guidance or help to the small units to grow larger instead they act like a competitor and that is why government intervention and support is needed to form a common space for this type of small units. Otherwise this small units have high potentials to grow.

Scope for Display Design

The unit does not have any proper display area/showroom. With the branding, the unit should have an organized display showroom which showcases all the designs for the buyers in order to invite clients and make deals.



TECHNICAL RESEARCH

DESIGN CENTERED RESEARCH COMMON FACILITY

CENTER

PLAIN RAW STICK


PRODUCT QUALITY




RAW MATERIAL




& USAGE

DEVELOPMENT OF EQUIPMENT & TOOLS

STORAGE SPACE FOR RAW MATERIAL

TO END PRODUCT


Identifying Design opportunity for Packaging design


Purnima Perfumery worksa) Description

Name: Gouri Sankar Saha Age of the unit: 20 year

Address: P.O.-Piyali Town, Fultola, 1 no. Gate Baruipur, South24pgsPhone no- 9332415118

The unit belongs to Mr. Gouri Sankar Saha and it’s started since 10 years now. The unit used to have strength of 30 female workers and used to sell his product in Nepal, North Bengal, Siliguri, Shrilong etc, but now due to financial crisis the strength of the unit is reduced to only 10 worker and the business reduces to local market. This unit does only packaging and the other unit members gives their ready made sticks to him for packaging or vice versa. He largely buys the plain boxes and plastic packets from Bara bazaar in bulk and prints them in printing press at Kolkata 100 pieces of box cost around rupees 135 to print. Later on these packaged Agarbatti are sold at the range of rupees 2 to 5.

Due to no availability of the local print unit cost of printing become high which directly or indirectly effects on the actually income and growth of the Agarbatti Industries in Baruipur. This unit mainly caters to the local market of Baruipur district and sometimes in Bara bazaar, the main hub/market in Kolkata. As per Gouri Sankar Saha finance is the main problem that he is facing these days. No help has been given by government yet and he is also founding dif-ficulty to get loan from bank to rebuild the strength of his unit.

Observation

This unit buys its raw product like Plastic packet, boxes and cartridge etc from Bara Bazaar wholesale market at Kolkata, then he prints the design on the boxes from some printing press in Kolkata, then he buys or other unit members give him incense sticks for packaging and fi-nally he sells the packaged Agarbatti to the Bara bazaar again. Due to all these via process in between the actual profit of the unit remains low.


b) Existing Packaging and Redesigning

Packaging1 Box packaging2 Plastic packaging

Redesigning the existing Products and its Packaging

The strength of the unit is manufacturing incense stick packaging. It should concentrate mainly on packaging techniques and design. It also needs to redesign its existing brand identity by following ways:

1) To get Technical training on package design and aesthetics. 2) Need to follow and study new market trends, usage & style of various communities.3) Applying new and contemporary packaging to the existing range which could compete with the global market.

‘Purnima Dhuop’ is the registered brand name of this unit.



TECHNICAL RESEARCH


PLAIN RAW STICK

NEW & DIVERSE RANGE OF PACKAGING

PACKAGING QUALITY




MATERIAL

LOCAL PRINTING PRESS



& USAGE

KNOWLEDGE SHARING OR PROPER TRAINING ON

PACKAGING


Identifying Design opportunity for Packaging, branding and communication design


Taldi Astha Mohila Swanirbhar Samitya) Description

Name: Rabin Sikdar Age:----

Address: Sakharipukur P.O.- Piyali Town, Baruipur,Dist- 24 Pgs South, West Bengal, Phone no- 9143276357

The unit is currently running by Mr. Rabin Sikdar since 15 years now, total strength of the unit is 82 working ladies. Mainly manufactures raw stick, perfumed Incense stick and packaging. He import Bamboo sticks from Deganga West Bengal and from Tripura and mainly sells his end products only to local markets of 24 pgs. This is the only unit which developed Package printing for his own products and for other units as well, Products ranges from rupees 1 to 5 per packet. He has established his own brand identity with his own package design. This is the only unit where there is a computer set-up and as well as small but proper presentable office. He mainly prints his design from Howrah as there is no availability of local printing press in Baruipur.

This unit has high potential and scope for betterment both in product and packaging. Proper guidance and training can help this unit to growth.



Opportunity for visual identity, branding and communication design

The strength of the unit is to specialize in manufacturing raw stick to end product and packaging. It could concentrate on Agarbatti`s finishing, and new trends of packaging. As this unit already has a brand name, now they need to concentrate on evolving to different market segments and on new business line. To cater these type of markets proper branding and marketing needs to be developed for example: good brand identity logo, attractive packaging, brochure and display design. The following ways can help this unit to cater larger and global market.

1) By improving its Agarbatti finish, applying different smart look and design patterns which are contemporary, can easily attract new market and consumer. 2) Need to apply attractive, stylish and usable packaging to cater the global market. 3) This unit has a scope for brochure design to keep all the product images and its ranges with proper descriptions. The brochure should be designed with better graphics, presentation and composition keeping in the mind its brand value/name.4) Need good merchandizing and display of the products in the unit which will help in uplifting business.



TECHNICAL RESEARCH


PLAIN RAW STICK


PRODUCT QUALITY PACKAGING DESIGN




RAW MATERIAL




& USAGE

ESSENTIAL OIL TESTING LAB

PERFUMED INCENSE STICK


Recommodation for design intervention for entire Agarbatti units

1) Need to developing official web site for Baruipur Agarbatti cluster providing detail information and background.

2) Need to have proper and detail display of product line and its price on the website with proper contact address.

3) This kind of website will open their doors for larger and global market.



Name & Contact address of other unit members whom I interviewed during the need assessment survey.1.Gouri Sankar Saha Ph.no- 9339448429Unit Name- Purnima Perfumery worksPostal Address- Piyali Town, Fultola, 1 No. GateBaruipur, South 24pgs.

2.Monoj Dutta BanikPh.no-9332415118Unit Name- Kaiyani Perfumery worksPostal Address- Piyali Town, Netajinagar, C BlockBaruipur, South 24pgs.

3.Bibrata Roy Ph.no-9232651234Unit Name- Sona Perfumery worksPostal Address- Piyali Town, Netajinagar, C BlockBaruipur, South 24pgs.

4.Ram SarkarPh.no-9007598991Unit Name- Priya AgarbattiPostal Address- Dudhnai, Naskarpara,Piyali TownBaruipur, South 24pgs.

5.Saibal NagPh. no- 8296005522Unit Name- Barodi ChemicalPostal Address- Piyali Town, Netajinagar, A BlockBaruipur, South 24pgs.

6.Angur MondalPh.no- 9007377095Unit Name- Sibsankar Perfumery WorksPostal Address- South Ramnagar, SardarparaBaruipur, South 24pgs.

7.Monoj kr.RoyPh.no-9153301799Unit Name- Sohaj Perfumery &Cottage IndustriesPostal Address- Kalabaru ,ChaaniBaruipur, South 24pgs.

8.Mohitosh SarkarPh.no-8017297537Unit Name- Sarkar Perfumery WorksPostal Address- Piyali Town, Netajinagar, B BlockBaruipur, South 24pgs

9.Rabin MukerjeePh. no- 9836982872Unit Name- Shanti Cottage IndustriesPostal Address- Piyali Town, Netajinagar, B BlockBaruipur, South 24pgs.

10.Tapas HalderPh. no- 9831248733Unit Name- Kandari Dhoop CenterPostal Address- Piyali Town, Netajinagar, C BlockBaruipur, South 24pgs.

11.Debasis PalPh.no- 9433146979Unit Name- Pal Small Cottage IndustriesPostal Address- Piyali Town, Vivekananda PallyBaruipur, South 24pgs.

12.Purnendu LahiriPh.no- 9732857893Unit Name- Sreeje Cottage IndustriesPostal Address- Mallickpur East, KuraliBaruipur, South 24pgs.

13.Jayanta MondalPh.no-9088578165Unit Name- Raja IndustriesPostal Address- Piyali Town, SakharipukurBaruipur, South 24pgs.

14.Sankar MondalPh.no-9830322872Unit Name- Goutam Perfumery WorksPostal Address- Piyali Town, SakharipukurBaruipur, South 24pgs

15.Jayev ChakrabortyPh. no- 9143276357Unit Name- Gouri Perfumery WorksPostal Address- Piyali Town, SakharipukurBaruipur, South 24pgs.


4. ANALYSIS


STRENGTH

• Low budget industry.• Need minimum investment and high income if properly managed.• Easy availability of labour.• Any age group can work for these units as it is generically not very harmful and does not required any specialization.• It has a high demand both in India and aboard market.

WEAKNESS • Not enough availability of raw material. • No proper storage system.• Using all manual process.• No quality inspection.• Copying products no such brand identity. • Not enough aware or conscious about new trends and market.• No display area or exhibition of products.• No unity among themselves.

SCOPE

• Common facility centre.• New product range with contemporary look with in infrastructure. • More production using or applying skill up gradation.• Expansion from local market to global market.• Visual identity of product.• Display an retail units for the product.• Chemical testing lab for perfume.• Interior roadway.• Proper training on packaging.

THREAT

• Bamboo is the main and essential raw material used for incense stick. Less availability of it is the greatest threat for Agarbatti industry.• Insufficient supply of raw material.• Lack of interest among new comers, seeking for different occupation.• Lack of unity among themselves.• Lack of basic hygiene and health measures.• Not motivated enough for further development.• No system plan for future intervention.


One whole at the present scenario, the cluster has no design consciousness up to the mark; design intervention is required in every sector whether it is product, production process, market, health and education or their aspirations. There is lack of awareness, education, health consciousness, and technology and work environment. Also over all work environment, working pattern and time management is very unorganized. Has a high income discrepancy between the worker and the unit owner.

The clusters need a system and a proper business model where each and every things are taken care by responsible people or committee so that the organized format can work for the betterment of the unit and workers.

An ideal cluster should be a centre of better eco-friendly environment, quality production, user friendly workstation and tools with sustainable practices and processes in the place.

Analysis and Recommendation


Conclusion Here is the end of this document but hopefully the beginning of the willingness and realization of the full potential of this Agarbatti cluster and Baruipur as a district should become the example for many regions all across India those who are manufacturing same products. It is the beginning of an observable fact and one should see this as an opportunity to do things that are proper and advantageous for the growth of the worker, unit owners, the people who all are directly or indirectly involved with it and the state as well. We should aim at building processes, systems, product and brand that is inherent to the region. This is possible if we acutely understand the culture, conditions and the people (their interactions with the modern market trends and the consumers). This holistic view and understanding would provide authentic guidelines for changes that may be beneficial for this Agarbatti industry.

NEED ASSESSMENT SURVEY REPORT-2011

Documents