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West Bengal's own FabIndia
The recent news of TATA's interest in FabIndia coincided with my visit to a small town of Phulia in Nadia District of West Bengal.
Here, the Shantipur Sarees unfurl their splendor—a beauty so profound that they have been honored with the prestigious GI tag. This tag is not merely a label; it's a testament to the unique origins and artisanal methods that define these creations.
In Phulia, the Tangail Weavers, who crossed borders from the then East Pakistan during the tumultuous partition of 1947, weave not just sarees but stories in silk and cotton. With every thread and dye, they capture the essence of their heritage.
The sarees they craft range from the modestly priced at ₹750 to the illustrious Jamdani Sarees that can command a price of ₹50,000, each piece woven with unparalleled devotion and skill.
Previously, these artisans often partnered with private labels, which typically left them with only 5-8% of the retail market price. Private labels kept a hefty premium for their brand.
This is what made me think why often in government brand building has always been more challenging than the private sector and came up with:
[1] People-Oriented vs Process-Oriented
Government interventions often rely on the dedication and personal commitment of specific officers who champion particular causes. However, given the limited tenure of each officer it restricts the compounding of efforts.
[2] Hit and Trial Dilemma - The innovation stalemate
Brand building and marketing are often a hit-and-trial endeavor. The secret is to afford multiple experiments, hoping that one will take off and compensate for all the failed efforts. However, taxpayers' money comes with huge responsibility and strict accountability. Govt marketing thus often follows conventional, low-risk approaches, that restricts brand from realizing full potential.
[3] Vast geography and Decentralized procurement
Govt prioritizes welfare over profit, necessitating procurement from remote locations through a decentralized model. Trust is paramount in brand building, but ensuring consistent quality checks becomes challenging when dealing with artisans working in isolated settings.
However, despite the above challenges Govt came up with solutions to help weavers capture high share of the retail price of a handicraft.
[1]Phulia houses over 1.5 lakhs small weavers. Govt has helped them in organising themselves into 42 cooperatives and providing them with dedicated officials to help them market and brand their products.
[2] It came up with innovative West Bangal's own FabIndia like marketplace called Srishtishree to market and brand handicraft products. It is a unique initiative still at its nascent stage but a bold step to help the community
My learnings might have flaws but the Shantipur and Phulia handloom sarees don’t. Next time you visit West Bengal look for them and appreciate the craftsmanship of the Tangail weavers.
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