Introduction of the Brass Industry
Brass Industry of India is important from the point of its being the largest brass making country of the world.Moradabad city of Uttar Pradesh is called “Peetal nagri” because it’s the largest manufacturer and exporter of brass ware to USA, Britain, Canada, and Germany and to the Middle East.
According to CSIR (Council of Scientific and Industrial Research) report the general turnover of the brassware is approximately Rs. 2500 crores per year in Moradabad cluster of UP. There are about 850 exports units and 25,000 metal craft industrial units in the cluster. Recent studies 4 shows that managerial factors such as increased cost of raw materials, basic infrastructure for factories, labour extensive manufacturing process,negligible interest of young generation, electrical supplies, health hazards motivating artisans to leave this age old craft and move to some other substitute for their daily bread and butter.
Instead of having many challenges and issues this industry is important from the future growth opportunities,
which are still untapped.
Why Brass is preferred over any other metal:
Brass which is an alloy of copper and zinc has unique properties of hardness, workability and medicinal
benefits helps human body to increase its immunity from several diseases. Brass has a history of its own which is rich and unique. In earlier days they use to cook in brass utensils for health reasons. Also brass is used in making jewellery for its gold like appearance. By changing the quantity of copper and zinc the properties of brass can be changed like soft or hard also variations in its colour.
This sector gives employment to around 2,13,255 artisans who are spread all over India. Most of the artisans involved passionately to carry forward their age old business. Major States which involved in metal ware manufacturing are Uttar Pradesh, Maharashtra and Rajasthan. The statement of provisional export figure of Handicrafts of Export Promotion Council of Handicrafts shows comparative increase in export of art metal ware which is 36.56% during the period April-January 2013-14 from 27.86% during the period April-March 2012-13. Moradabad city, known for its massive export of brassware articles in the world market. Moradabad city of Uttar Pradesh has over 600 units crafting brass ware for the export and home markets. This city is famous by the name of “Peetal Nagri” which means “City of Brass” due to its being the extensive centre of brass.
Major Challenges faced by this sector:
Despite having several potentialities in the form of large production base and cheap labour available at their
disposal the sector is suffering from a large number of challenges. The age old craft which have been preserved by many family business owners now seeing a period of demise as the young generation do not want to stick to their ancestral business. They feel there is no security is attached to their ancestral business as many a times they have to take another job just to earn their daily bread and butter and serve the family.
Customer’s tastes and preferences moves towards where the fashion of the market trend moves. Having a large number of options at their disposal customer prefers those products which are cheap and unique.
Countries like China come up as a major threat to the Indian products. Chinese products are cheap and are of good quality as compared to Indian products. Also, the designs and finishing of Chinese products are such to look at which makes the competition clear.Change and up gradation is the prerequisite of any business. Once which was famous cannot be famous always without market research and especially without understanding consumer tastes and preferences. It’s inevitable to a business to see downturn without understanding the need. Indian entrepreneurs especially of small scale industries still use age old techniques and methods of manufacturing which is the major drawback. The designs they make are age old which do not attract the eyes of customers.
Government has come up with new targets and policies to enhance the sector. Ministry Of Textile, Government of India from time to time organise National and International exhibitions for manufacturers of art metalware. Recently, the 37th International exhibition of Handicrafts 2014, held in EXPO Mart, Greater NOIDA under the flag of Export Promotion Council of Handicrafts. Also, 27th Surajkund International Crafts Mela 2014 showed different shades of crafts from different states.
Brass Industry of India is important from the point of its being the largest brass making country of the world.Moradabad city of Uttar Pradesh is called “Peetal nagri” because it’s the largest manufacturer and exporter of brass ware to USA, Britain, Canada, and Germany and to the Middle East.
According to CSIR (Council of Scientific and Industrial Research) report the general turnover of the brassware is approximately Rs. 2500 crores per year in Moradabad cluster of UP. There are about 850 exports units and 25,000 metal craft industrial units in the cluster. Recent studies 4 shows that managerial factors such as increased cost of raw materials, basic infrastructure for factories, labour extensive manufacturing process,negligible interest of young generation, electrical supplies, health hazards motivating artisans to leave this age old craft and move to some other substitute for their daily bread and butter.
Instead of having many challenges and issues this industry is important from the future growth opportunities,
which are still untapped.
Why Brass is preferred over any other metal:
Brass which is an alloy of copper and zinc has unique properties of hardness, workability and medicinal
benefits helps human body to increase its immunity from several diseases. Brass has a history of its own which is rich and unique. In earlier days they use to cook in brass utensils for health reasons. Also brass is used in making jewellery for its gold like appearance. By changing the quantity of copper and zinc the properties of brass can be changed like soft or hard also variations in its colour.
This sector gives employment to around 2,13,255 artisans who are spread all over India. Most of the artisans involved passionately to carry forward their age old business. Major States which involved in metal ware manufacturing are Uttar Pradesh, Maharashtra and Rajasthan. The statement of provisional export figure of Handicrafts of Export Promotion Council of Handicrafts shows comparative increase in export of art metal ware which is 36.56% during the period April-January 2013-14 from 27.86% during the period April-March 2012-13. Moradabad city, known for its massive export of brassware articles in the world market. Moradabad city of Uttar Pradesh has over 600 units crafting brass ware for the export and home markets. This city is famous by the name of “Peetal Nagri” which means “City of Brass” due to its being the extensive centre of brass.
Major Challenges faced by this sector:
Despite having several potentialities in the form of large production base and cheap labour available at their
disposal the sector is suffering from a large number of challenges. The age old craft which have been preserved by many family business owners now seeing a period of demise as the young generation do not want to stick to their ancestral business. They feel there is no security is attached to their ancestral business as many a times they have to take another job just to earn their daily bread and butter and serve the family.
Customer’s tastes and preferences moves towards where the fashion of the market trend moves. Having a large number of options at their disposal customer prefers those products which are cheap and unique.
Countries like China come up as a major threat to the Indian products. Chinese products are cheap and are of good quality as compared to Indian products. Also, the designs and finishing of Chinese products are such to look at which makes the competition clear.Change and up gradation is the prerequisite of any business. Once which was famous cannot be famous always without market research and especially without understanding consumer tastes and preferences. It’s inevitable to a business to see downturn without understanding the need. Indian entrepreneurs especially of small scale industries still use age old techniques and methods of manufacturing which is the major drawback. The designs they make are age old which do not attract the eyes of customers.
The factors of advancement include traditional
manufacturing process which involves high level of risk to health due to poor
infrastructure. The skills the artisans possess are age old and only suited to ancient
customers of brass wares. Illiteracy is the major threat to this sector as it
acts as a great hindrance to change either the mindset or base of creating
altogether a new customer-centric market for Indian brass wares.
This sector shows poor
availability of sufficient finances to invest on buying expensive raw
materials. Due to dependency on the middlemen for many resources from raw
material to selling of the product, middlemen exploit the manufacturer for his
own profits.
Professional marketing is what this sector crying
for. This sector suffers from a major challenge of its being product specific
industry rather than customer centric. Manufacturer sells what they make rather
than understanding the market trend and customer tastes. They are far away from
the delicacies of handicraft lovers. Chinese products are popular among
customers because of its being delicate and customer focused.
Due to poor planning and managing, the orders get
rejected many a times and artisans as well as manufacturer suffer a lot. This is the most common reason of
unemployment among artisans and cry for even daily bread and butter. Also,
their young generation see no future in this industry and shift to another mode
of employment.
Government has come up with new targets and policies to enhance the sector. Ministry Of Textile, Government of India from time to time organise National and International exhibitions for manufacturers of art metalware. Recently, the 37th International exhibition of Handicrafts 2014, held in EXPO Mart, Greater NOIDA under the flag of Export Promotion Council of Handicrafts. Also, 27th Surajkund International Crafts Mela 2014 showed different shades of crafts from different states.
Many NGO’s also giving a helping hand to Handicraft
sector. One of them amongst them is DASTKAR, Craft Council of India etc.
Government participation is prime most in this
sector as its being an unorganised sector. Government certainly come up with
many policies and upliftment for the sector but how much those being
implemented is a serious question. Government should adopt strategies to
modernise the sector as soon as possible otherwise that day is not far away
when China with their new invention of using aluminium as a substitute of brass
will rule the market.
There is a need for proper marketing channel which
will definitely boost up selling and help the recognizing of the Craft. Use of
Internet and Mass media for promotion should be promoted.
Modern techniques should be used to preserve
traditional based designs without failing to understand customer’s needs and
styles.
