spotdesignclinicReport.pdf

Submitted by:Pushplata Swarnkar and Anjani Kumar

KERALA TERRACOTTA TILESSPOT DESIGN ClINIC REPORT

MSME 2012

Spot Clinic Workshop Report||Terracotta Tiles of Kerala||MSME 2012

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15 August 1947, when we saw the re-birth of a nation; INDIA with its already rich cultural heritage needed to come at par with the rest of the world in terms of growth. Growth could be achieved through new technologies and better production processes. Visionaries of India came together on a unanimous decision to bring new dimensions to production process of small scale industry prevalent in India at that time. Charles and Ray Eames, the world renowned designers were called up to suggest new design program to serve as an aid to small scale industry. “The India report” generated by the team of Charles & ray Eames suggested an institute which could serve as a centre for design research, service & training in industrial design and visual communication. National Institute of design came into being from 1961 as an autonomous institute for design. Since then National Institute of Design has developed as a premier institute offering multi-disciplinary approach to design, to satisfy the complex problems of India’s changing environment. The institute is also very much concerned about the development of Craft, Micro, Medium and Small scale industries. The National Institute of Design, Ahmedabad, has been setup as the nodal agency for the “Design Clinic Scheme”. With its rich experience in design training and consultancy, NID will act as matchmaker to the MSMEs and design professionals. It shall also administer effective implementation of the plan. Design Clinic Scheme is an initiative of the Ministry of Micro, Small & Medium Enterprises (MSME), Government of India (GOI) & National Institute of Design (NID). The main objective of the Design Clinic Scheme is to bring MS&ME sector and design expertise into a common platform and to provide expert advice and solutions on real time design problems, resulting in continuous improvement and value addition for existing products.As a designer it is always desired to get challenging and interesting work

Synopsis

opportunities, one of them is a MSME sector. In today’s context, the demand is for products having function and utility value by using the strengths of the same materials. Hence, for contemporary application it is important to have knowledge of traditional techniques, materials and processes as well. Since time immemorial Micro, Medium and Small scale industries has always served the society with articles of daily use. These medium and small scale industries were run by the individuals and community whose economic activity wholly depends upon a certain product made by specific materials. The basic aim of design intervention in MSMEs is to serve as an aid to these industries and help in creating a constructive environment for promotion and development of the MSMEs sector for preserving & promoting the culture heritage of the state and to promote transfer of skills and their up-gradation.Being a Ceramic and Glass Designer, Terracotta as a material is always one of passions to work on it. From the beginning of academic courses there is a great interested in terracotta work. As an opportunity there was a search of place which nourished purely terracotta items. Kerala founded as one of the hubs of making varieties of terracotta tiles. Simultaneously, Kerala is the most popular state in South India Also known as Gods Own Country. A terracotta tile is cool, plain and simple and imparts character to a house. Durable and inviting, it blends well with almost any decorative colour scheme. An increasing number of builders and homeowners all over India are taking to terracotta tiles as an eco-friendly, cost-effective roofing and flooring option.This Report is based on interactive study of two significance terracotta tiles companies which located nearby Trichur district in Kerala. The study and report is according to 2 days Spot Design Clinic Workshop under the principle of MSME (Design Clinic) scheme.


3 ContentSynopsis

1@ Introduction- 1a. Spot Design Clinic Workshop 1b. Marked MSME Units for Spot Clinic Workshop

2@ Background- 2a. Indian History of Terracotta Tiles and Mural 2b. Importance of Terracotta Tiles in Kerala 2c. Kinds of Terracotta Tiles

3@ Unit wise Design Audit: 3a. Unit-1, St. Josephs Clay Works (Present Scenario) 3b. Unit-2, St. George Clay Product (Present Scenario)

4@ Study of Scope in Workstation and Tooling Design

5@ Study Ergonomic and Environment Factors in MSME Premise

6@ Study of Infrastructure and Capability Enhancement from Design Perspective

7@. Scope for Product Design, Redesign, Product Development

8@ On the Spot Remedial Design Solutions and Potential Design Project

9@ Scope of Research and Development

10@ Scope for Operations and Process Innovation from Design Perspective (Opportunity Mapping)

11@ Analysis 11a. SWOT Analysis 11b. Issues & Concerns 11c. Present Status of Design at Units 11d. Design Interventions Need Areas

12@ Conclusion

13@ References

14@ Profile of Design Experts


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1. Introduction


5Spot design clinic workshop

About Scheme:

The Scheme provides for 75% financial assistance with a maximum of Rs.3 lacs for conducting second level Design Clinic Scheme i.e. Design Awareness Programme consisting of need assessment survey and design clinic workshop of different durations. Many of the MSME Associations being part of a large number of unorganized sector, they find it difficult to get the requisite number of units for participating in the survey and workshop. In this context, there have been suggestions from the design community to work out a system by which the designers and participants of MSMEs need not have to spend more than 2 days and in one go both the needs of the clusters are assessed and spot solutions suggested by the designers. The PIC has approved a Spot Design Clinic Workshop module (salient features given below) which can be either a single day or maximum 2 days and either the designers, MSME Associations or small group of MSMEs can get together and arrange Spot Design Clinic Workshop with the empaneled designers.

Salient features

• Spot Design Clinic Workshop is a condensed application of Need Assessment and Workshop under the Design Awareness Programme component of the Design Clinic Scheme.

• The Professional Designer or a group of like minded MSMEs/their Associations take initiative to hold the programme at short notice.

• No expensive formal venues or arrangements required resulting in savings for the Units participating. The group can decide the number of participants and share the 25% of the costs involved.

• Without the necessity of formal orientation, theoretical introductions and going through case studies etc, the Spot Workshop attempts to straightaway take the participants to the problems and solutions required. Thus the workshop becomes "matter of fact and relevant to the need"


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marked msme units for Spot design clinic workshop

St Joseph's Clay Works, pioneer in tile manufacturing in Kerala (India), with rich experience of more than a century, is now synonymous for quality roof tiles, floor tiles and decorative tiles. Tiles are manufactured in a state-of-the-art production plant with stringent quality tests. Their infrastructure include modern R&D lab for designing innovative products. They are the market leader in tile segment in Kerala and They strive for continuous improvement of product design & quality. With over 100 years of experience in tile manufacturing, Kanichai group is the harbinger of Terra Cotta products in Kerala. Over the years, connoisseurs and users have appreciated the undeniable aesthetic brilliance and high quality of our Terra Glaze range of products which are moss resistant / heat reflective glazed roof tiles. Their products have been used for roofing and flooring so many mansions, buildings etc (including Le Meridien) and are recommended by famous architects & buiders in India. St Joseph's Clay Works has ISO 9001-2000 based quality system.

Unit-1 St. Joseph’s Clay Works

Contact Details:

ST JOSEPH'S ClAy WORKSMR. MANAGER PIRAROOR PO KAlADyERNAKUlAM, KERAlA - 683 574, INDIA

Telephone : +(91)-(484)-2462878 +(91)-(484)-2460594Website : http://www.stjosephsclay.com


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Unit-2 St. George Clay Products

St George Clay Products, established in 1968 and located at Annamanada (Kerala, India), have reached new heights thru dedicated team work, credibility and by implementing innovative ideas. Products manufactured by the firm include Roofing / Flooring / Under ceiling tiles, Ridges, Tailors, state-of-the-art decorative Roofing / Wall tiles. Superior product quality and right cost have been creating more and more satisfied customers. The firm is promoted by the Kanichai group, market leader in diversified fields, especially clay products. The products have been used for roofing / flooring so many mansions and buildings in and around Kerala. Vast experience in the field of clay tile manufacturing together with professional approach resulted in fast growth of the firm which has become synonymous for quality clay tiles.

Contact Details:

ST. GEORGE ClAy PRODUCTSKAllOOR, ANNAMANADA – 680741THRISSUR Dt, KERAlA, INDIA

Email: [email protected]

Phone: +91-480–2770028, 2772527, 2770055, 2772690Mobile: +91-9446510933 (Proprietor)Mobile: +91-9447045055 (Manager)


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2. Background


9history of terracotta tiles

Mid 18th century - Albemarle Row, Clifton

History of Terracotta Tiles - World

The oldest shaped bricks found date back to 7,500 B.C.They have been found in Çayönü, in the upper Tigris region, and in south east Anatolia close to Diyarbakir. Other more recent findings, dated between 7,000 and 6,395 B.C., come from Jericho and Catal Hüyük. From archaeological evidence, the invention of the fired brick (as opposed to the considerably earlier sun-dried mud brick) is believed to have arisen in about the third millennium BC in West India.

The bible, in the book of Exodus, tells how Pharaoh forced the Israelites to make bricks without providing any straw for their manufacture and how his oppression led to their leaving Egypt for the promised land. These ancient bricks were former of mud and straw and were dried by the heat of the sun. They were not very stable or durable. From about 3500 BC the technique of firing bricks in a kiln was discovered In the medieval period, the revival of the craft took place first along the eastern seaboard, where contacts with the continent were strongest and provided a strong fire proof alternative to thatching.

By the 18th century, tiles had become the standard roof covering wherever there was an abundant local supply of suitable raw materials, a source of fuel and a thriving craft tradition. The production of clay tiles began as a very small scale industry, with many districts having only one source of supply. Over time, roofers developed their own construction detailing and distinctive methods of laying roofs that provided their neighborhoods with distinctive local appearance and indigenous form old building.

The process of industrialization and the improvements to the national transportation network in the 19th century led to a widespread use of machine made, though still distinctive, clay roof cladding.Now, in the 21st century, the quality of the built environment is becoming increasingly important and planners are kept to preserve the heritage and regional variation that remains. A panoramic look across the rooftops everywhere with each region set apart from the rest by its own, distinct clay roof tile heritage.

*Source: Wikipedia and various other books and web sites


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History of Terracotta Tiles - India

The Mangalore tiles were first introduced to India in 1860 by a German missionary which was the first clay usage found in India in an organized way other than the local handmade bricks used. Plebot set up the first tile factory at Mangalore in 1860, after they found large deposits of clay by the banks of the Gurupura (also Phalguni) and Nethravathi (also Buntwal) rivers.

Since then the clay industry grew in India as the abundance of the raw materials and the skilled labor.As the production became more organized and the demand increased the terracotta industry flourished in India rapidly.


11importance of terracotta tiles in kerala

The way a terracotta roof tile is designed is of the upmost importance here, for it is quite unique in how it functions by using its large channels to drain water away from all areas of roof.The area like all of Kerala gets pelted during the monsoon rains. As a result these houses also posses the primary characteristic of Kerala houses, the steeply sloping roofs. These roofs protect the house from the torrential rains and are built with terracotta tiles laid over a wood frame.

Traditionally clay tiles were used for floor of the Kerala House and Kerala houses or rather Kerala style of roof is supposed to be slope roofs with clay tiles laid over wooden reepers and wooden koodu with wooden thulam,kazhukkol etc properly installed by old asaris with precision.

As wood became costlier and when concrete roof became popular, Kerala Architects tried to give similar old Koodu appearance with slope roof concrete as roof which will later have clay tiles laid over it complete with old Mukhappu and Thoomanam. Mukhappu comes at the top of the sloping portions of the slope roof and sometimes in the middle of one side of slope roof. Thoomanam used to be made by wood at the bottom end where clay tile reaches at the bottom. Rain water falling on the slope roof will flow down fast due to the slope and when water reaches the bottom of the slope roof, Thoomanam will act as a divergent to direct water directly towards ground instead of it flowing inside to wall of the house.

Now a days clay tiles of smaller dimensions and of different shapes are available. Even on floor one can use these clay tiles which are healthier to use as they do not have negative energy unlike other normally used flooring materials. Here again different models and designs are available of course with better strength and practically wear and tear resistant.

If one can give an anti-fungal exterior paint over these tiles it will go without any fungus for about five years. Costly baked with anti-fungal paint clay tiles are also available which will last longer fungus resistantA terracotta roof is a fantastic, hardy and great looking roof covering. If kept well maintained, this product will protect you home for many years to come, only requiring small repairs.


12Types of terracotta Tiles

Some Facts of terracotta:

The word Terracotta or Terra-cotta is originated from Italian word "baked earth",in latin terra cocta is a clay-based unglazed ceramic.The reddish Color of terra-cotta materials is due to the presence of the iron content in terracotta. The shades of red varies according to the com-position of the iron content in the raw materials used in the production

Types of Terracotta tiles:

1. Floor Tiles

2. Pavers Tiles:

These paver tiles are used as permanent mark in parking bays, cross walks, and in similar places.

3. Wall Tiles


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4. Ceiling Tiles

5. Roof Tiles

6. Ridge Tiles

7. Jalies

With these tiles there are other terracotta products has good market in all over India. Many terracotta tiles companies are in manufacturing of these products like:

Hollow Bricks for walls

Hollow Bricks for Roofs

Pottery etc.


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3. unit wise Design Audit


15unit-1 st. josephs clay works (Present Scenario)

St Joseph's Clay Works, pioneer in tile manufacturing in Kerala (India), established in 18th January 1989.

Basic information about the unit:

• Industry type: Terracotta Tiles• Nature of business: Manufacturing• Types of products/services: Terracotta Roof Tiles, Terrcotta Floor Tiles, Wall Mural.• St Joseph's Clay Works has ISO 9001-2000 based quality system• No. of Employees is 30-40• Working hours- 8:30 a.m. to 5:30 p.m. and Monday to Saturday• Basic payment of workers is Rs.290 per day and for supervisors is above Rs. 10000 depends on experience and nature of work.• Per day production ?

Mr. Joseph Kanichai, Managing Director (Partner)

Mr. Anjani Kumar (Design Expert) With MD while discussing on programTiles Manufacturing Unit


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Product Range

Terracotta Roof TilesTerracotta Floor Tiles

Terracotta Mural Pottery Articles

Poduct Details:

Over the years, St Joseph’s Clay Works is in manufacturing of Terracotta roof and floor tiles. They have infrastructure of producing Terracotta Glazed Roof Tiles as well. But due to the maintenance and repairing of Tunnel Kiln They are not making Terra-Glazed Tiles now these days.

The company is very much interested in doing Mural and Pottery work according to market demand. Recently they have started a small unit for Terracotta Mural work. Within the available clay and infrastructure they are able to make Terracotta Murals. For Pottery items they buy Pottery articles from the local potters and do the reduction firing over the articles to get the blackish effects and cell it to market.

Terracotta roof tiles:

Terra-glased roof tiles:


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Sl.No. Product Name Product Size in mm Size in inches A.C. in Sq.Ft. Weight/tiles in Kg Price in Rs.

1 Single Groove Roof Tile 410 X 240 16” X 9.5” 1.4 Nos 2.100 16/pcs

2 Double Groove Roof Tile

420 X 240 16.5” X 10.5” 1.25 Nos 2.800 25/pcs

3 Medium Roof Tile 300 X 200 12” X 8” 2 Nos 1. 750 16/pcs

4 Medium Roof Tile 230 X 150 9” X 6” 3.25 Nos 1.000 8/pcs

5 Medium Roof Tile Spanish Pattern

270 X 170 11” X 7” 2.5 Nos 1.250 14/pcs

6Archana 185 X 160 7.25” X 6.25” 4 Nos 0.750 7/pcs

7 Spanish Pattern-Mini 170 150 7” X 6” 4 Nos 0.700 6/pcs

8 Ridge Mangalore Pattern 395 X 255 15.5” X 10.25” 1 No/RFT 3.000 30/pcs

Terracotta Tiles Specification:


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Sl.No. Product Name Product Size in mm Size in inches A.C. in Sq.Ft. Weight/tiles in Kg Price in Rs.

9 Ridge Medium 270 X 180

9.5” X 6.75” 1.5 Nos/RFT 1.200 14/pcs

10 Ridge Mini 180 X 115 7.5” X 4.75” 2 Nos/RFT 0.525 8/pcs

11 Portuguese Tile 200 X 200 8” X 8” 2.6 Nos 1.00 7/pcs

12 Floor Tile 225 X 225 9” X 9” 1.75 Nos 1.500 14/pcs

13 Hexagon Tile 225 X 225 9” X 9” 1.8 Nos 1.500 14/pcs

14 Wall Clading Tile 225 X 80 9” X 3” 5.3 Nos 0.400 6/pcs


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Row Material

• Clay has good plasticity

• Workable for pressing and throwing

• Slow drying. • Iron amount is 12-15%. So that it gives good red color after firing.

• Clay cost is Rs 2/Kg

Corrosive clay + plastic clay 25-26% 74-75%

Composition:

Plastic clayCorrosive clay Woman carrying clay for mixing

Mixed Clay

The basic row material of making Terracotta Tiles is Clay. They mix tow kinds of clay one has plastic property and other has corrosive character. They buy the clay mainly from Banglore and local areas.


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Clay preparationClay curing

Pre- mixture

Drying

Firing

Terracotta tile

Dry brick/lumppowdering

Water spray

Sieving

Dry pressing

After bisquiting applying glaze

Glost firing

Terracotta glaze tile

Wet pressing

De-airing pug-mill

Pug mill (extrusion)

High speed roller (grinding)

Manufacturing Process:


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Manufacturing Process: The unit has two king pressing method for making tiles- Wet Pressing and Dry Pressing. For both the process they prepared the clay in different way. A fly or hand pressing is necessary for both dust clay and wet clay pressing.

Dry Pressing/Dust Pressing: The procedure may be briefly described as the bonding together of dry clay, in shaped dies, under great pressureso that he tile is strong enpugh to hold together untile fired. For dry pressing the water content is kept down to between 5 and 15 percent, this being sufficient to bond the particles of clay. Pressing:

Clay dust and water mixing chamber Dry clay sieving

Left to right: Hand Pressing, Certain amount of clay filling in mould and removing the shaped tile


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Wet Pressing/Plastic Pressing:

The procedure also has the bonding together of wet clay, in shaped dies, under great pressure so that the tile is strong enough to hold together untile fired. For wet pressing the amount of water content is kept down to between 25 and 30 percent, this being sufficient to make plastic clay.

Method:

Once the shape and pattern or texture oof the dies has been decided upon and the dies made (both a die for top of the tile and one for the bottom) palce them in the press and fill the bottom die with a measured amount of caly (The exact amount of clay necessary to produce a tile of the desired thickness must be determined by experiment.) Apply the presssure and then release it, remove the compressed piece and set it to dry.

The die must be treated with a water repellent such as rape-seed oil, and this coating regularly reapplied as necessary.

Pressing:

Clay mixing with water Making clay lumps in deairing pugmilla Clay lumps


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Clay lumps into a measuring pug-mill. Clay lumps in measured pieces Clay lumps for pressing

Tile pressing Wooden slab to keep the wet tile Storing the tile on trolly to place another places.


24Drying

Drying the wet tiles in shelves on wooden slab Drying the tiles on the top of kiln

Kilns hot air is used to dry the tiles on the floor Finishing the tile before firing


25Firing

This is a unique kind of kiln for firing. Its like two storage building, where ground floor is firing zone and top floor used as drying zone for tiles before firing. The firing temperature is around 800-900 Degree Centigrade and basically they use wood as fuel for firing.

Left to right: Side view of kiln, Wood as fuel for firing and Kiln loading

Left to right: Firing zone, putting fuel to the furnace, unloading the kiln, packaging and transportation


26Mural Work:

They have recently started a small unit for mural work. A mural is any piece of artwork painted or applied directly on a wall, ceiling or other large permanent surface.


27Product (Mural) Range:

Different range of murals, Utility purpose murals and decorative.


28Mural making process:

Applying pattern or drawing

Clay preparation

Making clay slab

Cutting slabs into required sizes

Cutting and finishing

Drying

Firing

Final Product Final Product

Reduction firing

They use the available clay in factory processed it and make that clay workable. After processing the clay they make small tile or slab according to design and apply the Design on it. After complete finishing and drying the firing processes takes place in the kiln. Sometime they do the reduction firing to get the divers effect or to achieve color variation.

Total 6 artisan is working in this segment at present.


29Pottery Work:

In this segment they don’t have there own infrastructure. Now these days they are into value adding on pottery articles through reduction firing. They perches articles from local potters and do the reduction firing over it. Which gives blackish effect and enhance its beauty. For reduction firing they use coconut shell.

Reduction Firing

After Firing effect


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St George Clay Products, established in 1968 and located at Annamanada (Kerala, India).

Basic information about the unit:

• Industry type: Terracotta Tiles• Nature of business: Manufacturing• Types of products/services: Terracotta Roof Tiles, Terrcotta Floor Tiles• St. Joseph's Clay Works has ISO 9001-2000 based quality system• No. of Employees is 40-50• Working hours- 8:30 a.m. to 5:30 p.m. from Monday to Saturday• Basic payment of workers is Rs. 240 per day and for supervisors is above Rs. 10000 depends on experience and nature of work.• Per day production

unit-2 st. george clay products (Present Scenario)

Discussion with M.D. Mr. Thomas Kanichai The manufacturing unit


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Poduct Details:

‘St. George Clay products’ is one of the oldest terracotta tile manufacturing companies. The company is purely involved in manufacturing of roof and floor tiles. They have various range of roof and floor tile.

Product Range

Terracotta Roof TilesTerracotta Floor Tiles

Celing Tiles Others


32Terracotta roof tiles:


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Terracotta floor tiles:

Terracotta floor tiles:

Roof Miscellaneous

Others:


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Clay preparation

Drying

Firing

Terracotta tile

Dry brick/lumppowdering

Water spray

Sieving

Dry pressing

Manufacturing Process (Flow Chart)


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Manufacturing Process:

The unit is using only dry pressing method for making tiles.

Dry Pressing/Dust Pressing: The procedure may be briefly described as the bonding together of dry clay, in shaped dies, under great pressure so that the tile is strong enough to hold together until fired. For dry pressing the water content is kept down to between 5 and 15 percent, this being sufficient to bond the particles of clay.

Dry clay sievingClay dust and water mixing chamberClay dusting machine

Raw materials stored at the corner


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Left to right: Sieved Clay Carrying to the Press machine, Hand Pressing, Certain amount of clay filling in mould and removing the shaped tile

Pressing:


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Drying:

Drying the tiles on the top of kiln Drying the tiles through hot air of Kiln Green tiles going through electric automatic trolley


38Firing:

Left to right: Side view of kiln, Wood as fuel for firing and Kiln loading

Left to right: Firing zone, putting fuel to the furnace, unloading the kiln, packaging and transportation


39 4. Study of Scope in workstation and tooling design

Better ergonomics tool could be used which enhance the work efficiency & quality.

Using traditional kiln method to fire articles which reduce overall production percentage. Modernized shuttle kiln or electric bills could be setup for batch firing of tiles as well as pottery & murals.

Cluttered and unorganized workstation could always reduce the work efficiency and product quality. Need to be organized with proper arrangement to access things.

Automatic press machine for roof tiles manufacturing could be introduced where production is high.


40 5. Study ergonomics and environmental factors in msme premise

Smoke during reduction fire/giving after-effect could be harmful for human health. Need to be have

a proper workstation with chimney.

Small trollies inside the workstation would be better option to carry or sift things here & there. Also it will be reduce the risk of breakage and human body pain. A platform for mural and detailing works can be setup to work in semi seating as well as stand-up position to increase the work quality and solve ergonomics bad causes.


41 6. Study of infrastructure & capability enhancement from design perspective

Requirement for the new segment:

o Set-up the electric wheel, shuttle furnace and semi-automatic machine to avoid hard labour and energy over manual tools.o Maximized and controlled use of sunlight and heat releasing from furnace to get proper dryness of green wares.o Skill up-gradation & techniques to get a quality products.o Other such item could be developed with wastage or waste materials.

Proposed infrastructure for future to start new product line (pottery & murals).

Existing pottery range out sources from local potters/craft cluster and the unit use to redesign it as well as giving after effect/ black effect.


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• To develop a new design, Keep in mind its functional aspect.

• Develop a new pattern in the surface of the roof tile through different colors.

7. Scope for Product Design, Redesign, Product Development

Problem area: Water leakage in rainy season

New design can solve the problem


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• To develop pottery section including the present infrastructure.

Pottery items

Two kinds of pottery items

Decorative items Functional items

Batch production

Available infrastructure

Clay preparation Bisquite firing Glost firing

Required infrastructure

2-3 electric wheel

4-5 skilled worker/ 2-3 of them good in throwing and rest of them good in applying glaze and finishing.

Good design product .

Mass production

Required infrastructure One designer/ for good design product.

Mould maker / Skilled workers.

Number of mould maker and skilled workers depends on number of production.

In one mould 70-75 times casting is possible.

Slip making infrastructure.

Available infrastructure

Clay preparation Bisquite firing Glost firing


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• Introduce decorative terracotta tiles for interior. Floor tile or wall tile etc.

• Mural work:

Wall tiles

Ceiling and tiles


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Problem

Terracotta Mural tiles got moss after certain time of installation due to moist weather of kerala. Due to this problem the company is getting many complains from clients.

8. On the Spot Remedial Design Solutions

Solution

By applying the following treatment one can prevent the moss from terracotta tiles :

1- The application of transparent glaze in fired terracotta tiles will prevent the problem. Also it will increase the durability and enhance its aesthetic value.

2- The application of 1-2 coat of fevicol/glue on fired terracotta mural tiles will also prevent the moss problem. The fevicol/glue should dilute with water in the ratio of 70:30 (70% = water and 30% fevicol/glue). For even and good shining result apply with brush.


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Scope for research and development-

• Design research o Information collection o Market Survey o User survey o Consideration according to culture• Analysis• Ergonomic considerations • Conceptualization & Ideation• Detailing • Prototypes/sampling

• Target market study and analysis (user requirement, usage constraints)• Competitor mapping and positioning• Feature, function and ergonomic data collation• Framework in terms of size, weight, volume etc based on third party components identified• Study of sizes, fits, material data and tolerance of existing products

9. Scope for research and development

The objective of the design intervention is to assist the concerned unit in developing a quality product that has an excellent market potential along with the capacity to expand their product line.

The project involves comprehensive assessment (Technical, Functional and Aesthetic value) of a terracotta products developed by these units.

This innovation calls for design intervention and product development to provide the products with a distinct identity and appeal for its relevant market segment.


4710. Scope for operations and process innovation from design perspective

(Opportunity Mapping)

Raw MaterialBetter quality raw material and it’s availability, time to time training.

ProcessSkill up-gradation, workshop cum

training, awareness of modern trends.

ErgonomicsBetter tools with grip, right

techniques and body posture,

BrandingProper marketing, advertisement

and distribution.

End UsersAesthetic products, targeted area,

modern need and trends.

TransportationBetter cure & precaution,

connectivity with internal and local roadways.

ProductsNew segment (pottery & mural),

new contemporary design & product line.

Stacking & PackingBetter stacking & space for storage,

better display or exhibition room

MarketExpansion of new market, region

and dealer.


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11a. SWOT analysis11b. Issues & concerns11c. Present status of design at units11d. Design interventions need areas

11. analysis

Strength Weakness Opportunity Threat

Artisans skill Fix market Regular order Very less competition within Kerala Availability and cheap rate of raw material like- clay, wood, coconut shell etc. Better labour pay compar-ing other factory Regular participation at various exhibition

Old machine and outdated technology Shortage of workers Huge breakage at every stage of production Less awareness about prod-ucts quality among workers Health hazards No proper display area /exhibition of products

Product line according to contemporary trends More production per unit by adding infrastructure or up-grada-tion Expansion of product range/new segment with value addition Earthenware Pottery and Terracotta Mural segment National and International fairs and exhibition Visual identity of products Display and retail units for their products.

Having mainly local market Availability of workers Competition with other ter-racotta products manufacturer Les technology adoption Huge dependency on raw material (clay & wood), gas & water which are non renewal able resources

11a. SWOT analysis


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11b. Issues & concern

- lack of better awareness- Pollution due to smoke firing- High self to keep green tiles could cause accident & product damages- Cluttered workstation affect the production quality and work efficiency- Technology innovation and research & development - Old method and furnace to fire tiles- Need to improvise management efficiency - Catering to local markets mainly- Stacking space & packaging- Transportation & logistics- Quality of raw material and skills- Need to increase their production capacity- Wastage percent at every stage- Skills, artisans and workers availability- Quality check & standardizations- Work environment- Time management/unorganized workstation- Work station & tough job- Small name or brand identity


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At the present scenario, both the units have not design conscious up to the level, where a directional design intervention need in every sector whether it is product, its production process, market, and workers & their health. There is lack of awareness, health consciousness, and technology as well as work environment.

Both the units need a proper system and an effective business model where each and every thing could take care by few responsible hands/staff. So that organized format would be helpful for their betterment from ground level instead of diversification to other business.

We as a design expert, always imagine that a unit should have a better eco-friendly environment, quality production, user friendly workstation and tools with sustainable practices and processes in the place.

11c. Present status of design at unit


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11d. Design interventions need areas

Raw Material Improvement: Raw material quality & quantity should have to check before buying.

Product Improvement: New innovative and trendy products, products up-gradation, could be developed keeping in mind usages and modern trends, Pottery (red and black) and terracotta murals with combination of other materials could be introduced.

Process Improvement: Traditional techniques need to modernize with better practices & precision, electric wheel and semi automatic machines- to reduce hard labour and increase productivity, need precise tools and techniques training.

Production Process Improvement:Sizing & Shaping Improvement: Making murals and its finishing is time consuming, casual attitude or doing without precise marking, traditional tools implies the human error, unaligned, uneven finish outcome, improvise the skill and practices, develop proper base, grip and fixtures for better positioning during artistic work also allow slow drying and use of heat releasing from furnace.

Drying Improvement: Weather contact cause moisture and aging decrease the material quality, environment and materials quality concern and need to avoid it.

Treatment Improvement: Pattern making, surface decoration and colour application should be even & balanced, surface embellishment need precise handling and finally the assembling and framing need extra care where the product aesthetic reflect.

Colour Application Improvement: Natural clay colour, smoke black and combination of both could be better executed keeping in mind usages, demand and modern trends.

Packaging Improvement: lacking of proper packing, no separate packing, no visual identity, grading and quality information over the packet, could enhance brand identity gradually & introduced the quality products with variations, need to use graphics and description over packet for enhancing visual message & products appeal.

loading & Transportation Improvement: The loading methods, means of transport and roads condition are not good enough, need to avoid improper loading which could caused damages the products, internal roads should more wider to ease transportation.

Exhibition & Displays Improvement: A proper work display and product exhibition always reflect the visual impact to the client/ party who is going to placed order, so there should be proper display rack, space with better quality enough, need to understand display design and have to be proper awareness regarding visual merchandising and its effectiveness.


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The Kerala/South India’s clay craft is very popular and has significant role in its culture and tradition. A number of families in the southern India engaged in the occupation of making terracotta products as a hereditary business. At the present scenario, there are some clusters that have towards its downfall due to several issues, design is a big concern and due to not sufficient design intervention. The situation is getting decline day by day. As design maturity needed in each level of the cluster as well a unit start from the production to skill to technique and methods to final delivery to the market. The units does not have proper work environment which gives health issues too as well as unorganized working place effect the productivity and its quality. A proper business plan is required to take care of unit’s future growth on the same time to deal with traders and middle man’s trap as well as competitors.

Opportunity areas for projects:

Unit-1: St. Joseph wants Design Consultant to design an innovative and new products like- Pottery and terracotta murals, which will create a unique market segment & identity for the units engaged in.

Unit-2: St. Goerge Clay Products willing to established his new unit of ‘Dry Pressing Tiles’ and wish to expand their product line by introducing more dry pressing roof tiles.

Design consultant shall be starting the project with design research, attempt to understand the product space, competing products, context of

use, ergonomic issues, environmental issues etc. This stage will also have a presentation showcasing the form trends and possible directions to be taken during ideation.The ideation phase that follows the research phase shall focus on first defining a form direction that is aesthetically pleasing and relevant for the product category. The directions shall also be influenced by the overall size specifications and design. This is an iterative process and shall be made more effective by leveraging concepts from the team of designers through Design Consultant.With the initial design direction frozen, design consultant shall venture into the Industrial design phase of the project. There are expected to be iterations moving between the Industrial design and Ideation phases considering there would be overlaps and also parallel processing required.

During this phase, design consultant shall prepare 3D model options of the direction. Design consultant shall prepare a foam mock-up of the concept to allow for physical look and feel and proportion check of the selected concept along with the digital renders.Design consultant shall do the detailing on the product and move into the technical phase. The task at this stage would be to complete the technical drawings, do the component and material selection, organize the final layout of components, do the technical reviews and finalize the CAD drawings. The prototype will follow and based on the learning’s from the prototype, the CAD drawings shall be finalized.“St. Joseph” aims to meet the buying afford ability of the target market. In the beginning, the units plan to target the Domestic market and after international too.

12. Conclusion


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Indian Terracotta Art by Ordhendra Coomar Gangolyhttp://en.wikipedia.org/http://aakritingoindia.wordpress.comhttp://newsblaze.comhttp://dhubri.nic.inhttp://www.onefivenine.com/india/villages/Dhubri/Debitola/Asharikandihttp://newsblaze.com/story/20100413070836shan.nb/topstory.htmlhttp://www.telegraphindia.com/1111102/jsp/northeast/story_14694530.jsp

13. References


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Anjani kumar:A post graduate (Industrial Designer) with Ceramic & Glass Design stream from National Institute of Design (www.nid.edu), Ahmedabad. Absolute in products development like- ceramic, glass, home accessories, craft base and other such industrial products.

Professional experience:Have worked with many clients for design research and development like- 1) State Institute for Development of Arts & Crafts, Bhubaneswar2) Janani Maha Mahila Mandal, Jagatsinghpur Orissa. DC (Handicrafts) Sponsored. Design & Technical Development Workshop on ‘Golden Grass’ based in Jagatsinghpur, Orissa. March 2010.3)Dr. Biren Shah & Dr. Harshuti Shah, B 504, Sahjanand Residency, Memnagar, Ahmedabad,Design a 3D glass Installation on the centre floor space of drawing room. The inspiration would be the sea bank and ripples of water.4) Home Décor Sanitary Complex, Morbi, GujaratTo conceive, design and develop a Premium Single Piece WC (Water Closet) for Indian Market, A range of Table Top Bowls keeping in mind the Middle Income Group in India.5) Bharat Pottery ltd. Jaipur (largest selling of Tableware & Dinner Set in India) November 2007.To developed a Tea Set for the Shopper Stop Market keeping in mind the user’s requirement and current market scenario.6) Need Assesment Survey & Design Clinic Workshop on Brushes (Plastic molded and hair brushes) for ‘Bengal Women Welfare Association’ (BWWA) at 24 South Pgs, West Bengal under ‘Design Clinic Scheme’ for MSMEs; Mar- Sep 2011.7) Need Assesment Survey on Bell Metal for ‘North East Development Consortium’ (NEDC) at Berpeta, Assam under ‘Design Clinic Scheme’ for MSMEs; Sep 2011- till yet.

Scholarship:-National Scholarship Award young Artist in Ceramic & pottery for the year of 2007- 2009 from Human Resource & Development (HRD) New Delhi.-Ford Foundation Scholarship from National Institute of Design, Ahmedabad for the year of 2006- 2008.-Merit Scholarship from Faculty of Visual Arts, Banaras Hindu University for the year- 2003, 2004 & 2005.

Contact: +91 9374509409 +91 9723611129Email: [email protected][email protected]

14. Profile of Design Experts


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Pushplata Swarnkar:Contact: +91 8128755336Email: [email protected] [email protected]

Post Graduate Alumni from National Institute of Design Paldi, Ahmedabad. 2008-2011

Professional experience:

“CONTEXT AND OPPORTUNITIES: PUBLIC BATHROOMS FOR UNIVERSALACCESS IN INDIAN SLUMS” (live project), Under Research and Publication Department in NID.Come up with new designs of: 1)The Public Bathrooms Stall 2) MultipurposeRecessed Shelf 3) Recessed foldable chair 4) Grab Bars 5) Basin Unit 6) CeramicWash Basin with Steel Grab Bar and 7) Research methods

-Redesign of western closet for Senior citizen based on Universal Design Principle.Explored Seating in WC with the understanding of manufacturing to marketing system-Sprouting With TerracottaDesign and production wise it should be simple and easy to use.Explored the porosity property of terracotta and used it accordingly while designing sprout maker-Hot Drink Mug based on Universal Design PrincipleStudied older population need for drinking mug which is easy to hold- St. Joseph’s clay works( Kanichai product), Kerala.Surface value addition through color in terracotta tile and glazed tile & pottery work

Craft Study-Artistic leather craft of West Bengal, India-Brass & Bell Metal craft of Orissa, India

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