A Study to Identify the Indigenous Art and Crafts having potential for Income Generation and an Action Plan for Selected ST communities of Odisha

Abstract

The art and crafts of tribals in Odisha adds to the glorious heritage of the state and reflects result of centuries of traditions and experiences under varying conditions. Tribal handicrafts, art and artifacts are unique in many aspects and different from the mainstream. Hence, a research proposal was undertaken to study the status of various tribal crafts, art and artifact objects; to identify the crafts and art forms that have been lost or endangered; and to explore feasible and workable strategies for reviving the tribal crafts tradition for culture sake and livelihoods sake. Under the scope of the project the tribal communities who have larger popularity in terms of art and craft traditions have been attempted to be covered. The objective of the study was to develop an inventory of major indigenous art and crafts, identify the art & craft having potential for income generation, make value chain analysis of important indigenous art and crafts having income potential in participatory and consultative process and study existing market mechanisms and develop action plans in respect of certain art and crafts and artisan communities. The study attempted to study the various art and craft objects of about 24 tribes across 13 districts and in-depth study has been conducted on 16 art and craft forms. The study identified 22 tribal communities who are experts in art and craft. However, none of the tribal communities consider art and craft as their main occupation. They show different levels of dependency on art and crafts making and marketing. Certain tribes are known for one particular type of art or craft while some tribes have been engaging themselves in multiple art and crafts items making and marketing. The study has identified 28 clusters covering 16 art and craft items having market potential. The location of clusters, number of villages coming under each cluster, number of tribal artisans with respect to villages under the cluster, institutional interventions and marketing challenges in respect of the identified art and craft clusters have been highlighted in the study. The study recommended that for marketing the art and crafts of tribal communities, the first and foremost strategy is to go for idea selling, highlighting its typical feature as natural, pure, far from any scope of adulteration, dilution and pollution and also a sense of charity to help our tribal brothers to develop. The varieties of material culture need to be advertised through effective media and channel that covers locals to global market reach. Keeping overseas visitors as valued customers a separate set of marketing strategy has to be devised such that the materials not only attract them but can offer aesthetic delight as well as must appear quite reasonable in rate. Culture specific marketing strategy will help for generating a sustainable income in favour of the tribal artisans which will enhance the income basket of the tribal groups. In order to do justice to conserve the tribal culture, to retain the tribal youth in their villages, to preserve the socio-cultural identity of tribes in relation to their identity it is important to take initiatives for better market creation and ensure sustainable livelihood from Art & craft. To feed to the growing market requirements of Aesthetic and Utilitarian Art & Craft objects and the demand for same as museum artifacts, it is essential that more concerted efforts need to be given for the promotion of Indigenous tribal Art & Craft. In this context, the role of tribal development department in integrating and converging efforts and initiatives, resources and man power, culture and society, and economy and commerce are very important.