Introduction


This project is sponsored by the Ministry of Rural Development, Government of India and Commissioner, Rural Development, Government of Gujarat aims at promotion of Crafts & Textile Clusters and their distinctive styles for higher value realization. Over 9 million artisans are employed in this unorganized sector in India who has been gradually marginalized due to competitive pressure of dynamically shifting market and globalization. The Cluster Development Initiative of NIFT endeavors both the vision building and capacity building objectives for approximate 2,000 rural artisans of Surendranagar District engaged in Khadi, Single Ikat, Tangaliya, Brass ware and Stoneware through Design Development and Diversification, Skill upgradation training, Innovation, Technological upgradation, Formation of self-help groups for linkages with markets & financial institutions for sustainable income generation.


Objectives of Study


  • To study the current state of cluster and SUVAS and the approach it is marketed
  • To develop brand image, branding strategies for the organization SUVAS


Research methodology


The methodology adopted for this project is primarily based on Primary research and in depth study of the artisans and the members of SUVAS. Moreover secondary sources of information are also referred to. The primary data is collected by interviewing the artisans in an unstructured manner. The present state of market and its projection in the coming years are taken into consideration. The strategies thus evolved are focusing on long term objective of developing and sustaining the brand in the competitive market of handicrafts.


Problem Definition:



SUVAS an organization made and developed by artisans with support of NIFT has formed a basic structure but yet the name is known a few in the market thus it is important to establishing SUVAS as a brand which would help it in making its image in the market as well as generate better profits.


Nature and Scope of study:


This project is highlighting the way branding can be done for SUVAS. The structure of the brand is also been organized through this research. But practical imprecations are yet to be researched.


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This report was prepared under the supervision of Dr. Binaya Bhusan Jena and was submitted to: Department of Fashion Management Studies National Institute of Fashion Technology, Gandhinagar. Gujarat