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The craft-centered lifestyle defines the idea of inculcating craft/craft-related products as a part of their daily lives. The idea gets its motivation from a ‘Woke’ consumer, the changing consumer behavior which is moving towards making meaningful and impactful purchases. The future popularisation of Vernacularism and Localism provides the required validation.
The adherent of this lifestyle would make conscious choices as a consumer to invest in products that are craft related, since there are so many options available catering to the wide variety of contemporized craft products. The adherent has many reasons to be motivated to be a part of this Lifestyle Movement, the advocacy of ‘Vocal for Local’ being one of them.
The crafts that enrich a nation in many ways, by not just providing employment opportunities to the talented artisans, and promoting the rich cultural heritage, but also portrays the nations' soft power, at a global level; becomes the centre of impact and are pursued in a way which is motivated towards changing the existing perceptions and building it further, in a more positive direction.
The propagation of giving an identity to this way of living, makes the adherents of the lifestyle feel a sense of belongingness and also gives them an opportunity to understand the impact of their individual actions, collectively.
The richness of the diversity of crafts available in India , gives the assurance to cater to all the different needs one would require to fulfil and pursue this way of living.
Crafts Uncurbed is an organization that has been developed in response to changing the general perception towards crafts and promoting an overall development of the craft industry. The organization seeks to creatively tackle the perceptual nuances related to crafts and to establish a reformed notion about the industry. We believe in the potential that the rich and diverse craft industry holds within it and to provide it the much needed recognition that it deserves.
Secondary Research to understand the topic better about the craft and Perception.
Drivers
Cultural Neutral
loss of culture
Globalization
Tendency to separate facts from values
Emphasis on Individualism
Loss of biodiversity and ecosystems
Priorities of scientific rationalism
Rising social disparities
Consumption-driven, overly wasteful ways of living
Devaluing Rituals, symbolism
Materialism
Why?
The old perception of craft hindering its growth in the current context
The Decline in appreciation of craft
Fast-changing fashion and designs
Lacks utility and functionality
Cut-throat competition in the ever-changing market
Social
Endless Distractions
Rise of digital devices, social media, and web-based services that enable communication, convenience, and personalization
Practical
Emphasis on Consumption
Consumption-based Economy, Consumption of products, services, entertainments, and experiences.
Economic
Rising inequalities
Globalization, technological progress, expansion of the financial sector, and the shift to free-market economic beliefs.
Personal
Modernity
Rejection of tradition, strengthening of individualism, increased secularization, the decline in mutual understandings, shared values, inequality.
What is our intervention? (in terms of perception)
To sustain, to increase its value and importance
Contemporary context
Redefining crafts
Reimagining crafts
How do we intervene? (in terms of perception)
Enhancing experience related to crafts
Satisfaction of the consumers
Specialize in selling very high-end designs that require better skills
Digitization and changes in tastes
Promoting non-craft opportunities
PR with influencers
Example: TICH follows an inventory-based model, where it buys the products from artisans directly rather than function as a marketplace. This model was the choice because each piece is unique and hence more difficult to replicate (as compared to machine-made products). Also, being hand crafted, these products require a minimum lead time for production.
They must use their imagination and technology to create a strong story. ‘Make wrinkles (of khadi) fashionable’, Confer ‘Wow Factor’ to the craft products, Make ‘Error’ hallmark of originality and handmade (like Jaipur Rugs
does), no discounts needed – an Audi is never sold at a discount. No need to make craft viral on social media – Rolex is not viral, as it’s not meant for all.
Craft does not need a pity story of grant, social impact, assistance for the poor artisan, rather narrative should be of pride for authentic craft. Change the narrative for Crafts for changing perceptions
-Design Innovations, start-ups developing new products using a traditional craft.
-Material Innovations, start-ups using/introducing new materials in traditional crafts.
-Supply chain innovation, start-ups using technology to bring more efficiency and transparency in the craft supply chain.
-Marketing innovations, start-ups using technology to develop new customer acquisition channels or significantly enhance the customer experience
Where we are
The old perception of craft hindering its growth in the current context
Decline in appreciation of craft
Fast-changing trends and designs
Pity narrative towards crafts
Modern urban lifestyles drifting craft practices away
Considered dull and boring, lack interest factor amongst consumers
Cut-throat competition in the ever-changing market
'Art' having a better perception than 'Crafts'
Where we want to be
Using artisan's imagination and technology to create a strong story. ‘Make wrinkles (of khadi) fashionable’, Confer ‘Wow Factor’ to the craft products, Make ‘Error’ hallmark of originality and handmade (like Jaipur Rugs does), no discounts needed – an Audi is never sold at a discount. No need to make craft viral on social media – Rolex is not viral, as it’s not meant for all.
Craft does not need a pity story of grant, social impact, assistance for the poor artisan, rather narrative should be of pride for authentic craft.
Change the narrative for Crafts for changing perceptions.
Rebranding Crafts and cultures.
Craft is the new cool.
Holistically, the focus needs to be laid on changing perceptions towards hand-making.
Brief
Design for identity development of crafts by transforming perceptions of non-artisans, generating better craft opportunities and facilitating relationships amongst creative artists, promoting the same local culture through different creative domains.
What is perception?
Perception is the result of processing of information received by individuals regarding various events around them. This information processing approach rests on the assumption that a person’s perceptions of another person are based on the information available about the person and how one uses this information.
How is the perception formed?
Receiving
Selecting
External factors − The factors that influence the perception of an individual externally are intensity, size, contrast, movement, repetition, familiarity, and novelty.
Internal factors − The factors that influence the perception of an individual internally are psychological requirements, learning, background, experience, self-acceptance, and interest.
Organizing
Interpreting
Questionnaire was made to understand the pain points of the topic at hand
1. Name
2. What do you associate with craft?
3. Name three products you associate when you hear word 'craft'.
4. What craft product you use on daily basis?
5. How do you visualize/picturize craft? change
6. What are the emotions that you associate with craft or handmade products?
7. How aware are you about the different crafts for local region?
8. Does cultural narrative of craft interests you? ( story related to craft)
9. Do you consider craft as decorative or functional? if functional what would you prefer?
10. Are you willing to use craft as part of your daily life? if yes why and if no why not?
11. What motivate you to use craft?
12. What will motivate you to use handcrafted products?
13. What is the difference between art and craft for you?
14. Do you consider your self vocal for local or make in India?
15. Do you empathize with artisan?
Persona Mapping was done to understand the varied personalities and psychologies of non artisans in the region of South Delhi.
Elite Aunty
Anita is a house wife, who has a lavish lifestyle. She likes visiting art galleries and exhibitions and often invests in art pieces. She is a socialite and is a part of the 'Kitty Party Culture' in the region. She has a flaunting nature and likes to maintain a high standard of living. She is concerned of her image in front of others and concerned about what others think about her. She likes to invite people over and host dinner parties on a frequent basis, as maintaining her social circle is quite important to her. She promotes her social status through the brands that she often uses and follows a sense of materialistic lifestyle. She is very religious and is also a strong believer of superstitions and takes efforts to align with them. She loves travelling to exotic locations with her family and friends and is an avid collector of unique items. Gardening is something she loves and gets her plants maintained through her staff on a regular basis. She prefers to buy products customised to her needs and requirements and usually goes for sophisticated choices. She acknowledges the superiority of handcrafted products to suit her taste. She often indulges in charity and other philanthropic activities.
Working Aristocrat
Appreciating what she indulges in, Shreya believes in standing up for herself without being bothered of getting judged by society. She is outspoken and believes that a person's identity reflects through authenticity and open mindedness.
She believes in appreciating quality of work and efforts put in by people. While some believe to adopt their culture as it is, some prefer a modern interpretation to it, Shreya embraces both Indian and western values adding uniqueness to her character. Her lifestyle choices are authentic and genuine and prefer a simplistic yet expressive approach to life. She appreciates what she has and builds a strong bond with her family and friends. She enjoys collecting unique items and believes in adapting to and promoting new goods and services even for their mundane activities.
Recreation ranges from indoor activities to camping/hiking outdoors. She enjoys good entertainment, painting, photography, learning classical dance Bharatnatyam to let her creative outflow for her mental wellbeing. Kind-hearted soul with a fun spirit and down to earth attitude towards people, she is an easy goer and enjoys having meaningful conversations with people. Being true to herself she enjoys discovering new cuisines, technologies, cultures, or practices. She enjoys traveling and exploring majorly to embrace the culture of the region.
Artsy Influencer
Abhishek is an independent 27 year old Photo journalist , who loves to create travel Vlogs and exploring local culture while traveling. He is a free spirited person who loves meeting new people. Engaging in new experiences, he is intensely curious and eager to learn about new things, whether it be cultural customs or new skills.
He has a unique and an eye catching personality. Although he is Fashion forward and creates unique looks for himself, he still believes in thoughtful purchasing and gravitates towards quality products. He loves the rich diversity of his nation and has a sense of pride towards his cultural roots. He is a liberal individual and yet loves to follow his traditional/cultural values and beliefs, which sometimes reflects in the nostalgic nature of his work.
His work has exposed him towards many kinds of people and holds a sense of empathy towards people. He loves to engage in community driven activities and knows the power of bringing change through community building.
The Revolutionaries
Swetha, an independent activist who is in her thirties is influential in nature. Her first experiences in activism started in college. Swetha is an architect by profession. She's single and lives with her family in Hauz Khas. She works 5 days a week and spends the rest of the week doing social work. She prefers to connect with like minded individuals.
She, along with her group, conducts environmental campaigns, workshops and voluntary activities to create awareness amongst people. She aspires to live as eco friendly as possible and often shares eco-friendly ideas with people around her, hoping her small influence grows to a bigger result. She implements her beliefs as a part of her own daily lifestyle. She believes in shopping local and supporting independent makers/sellers wherever possible and believes in thoughtful purchasing.
She wants to live an ethical life, to look after the environment and fight social injustice.
Young Experimentalists
Rahul is a 3rd year Design student, passionate towards changing the world with art and design. He is technologically advanced and is usually equipped with the latest gadgets that come out in the market. He is a social media fanatic and is updated with the latest trends that are out there. He has always been exposed to the western influences as a child and usually prefers to talk in English to express his ideas. He has a developed taste in varied cuisines since he has been exposed to many cultures, through travelling, as a child. He has been brought up with liberal values and is an open minded individual. He has an entrepreneurial spirit and also belongs to a family with an established business. He wants to study more to achieve a higher level of literacy in the future. Over the weekends, he loves to accompany his father to play golf.
About the Organisation
Crafts Uncurbed is an organization that has been developed in response to changing the general perception towards crafts and promoting an overall development of the craft industry. The organization seeks to creatively tackle the perceptual nuances related to crafts and to establish a reformed notion about the industry. We believe in the potential that the rich and diverse craft industry holds within it and to provide it the much needed recognition that it deserves.
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