Ethnographic Study Of Tangaliya

CONTEXT AND RATIONALE

The last few centuries have witnessed a fast changing world where industrial production has replaced traditional rural-centric paradigm of design & production. Industrialization has put focus on cost-cutting and quantity, which has led to terrible consequences for artisans (Parmar, 2013). Jaitley (2010) points out that in the last few years wherever factory-made products competed with handicrafts, the latter died out leading to loss of livelihoods. However, craft is not just a mere source of livelihood; it is vital for the preservation of history, tradition and values (Woods, 2011). The uniqueness of the craft is not completely replicable by machines. Donkin (2001) suggests that craft is not just a way of creating goods,

As business management is an untouched aspect for Tangaliya revival, the research aims at seeking new insights and building theory following an inductive approach (Saunders et al., 2012). Initially, secondary data is gathered in order to understand Tangaliya’s history, current context and relevant work done in this space. In order to closely observe the Tangaliya weavers and identify the limitations of the cluster, an ethnographic study will be carried out (Creswell, 2003). During primary data collection, field research, focus group discussions (FGDs) and open-ended interviews will be included in the study. Guidelines for field research and FGDs; and questions for the interviews will be developed and piloted. Participant observation and FGDs with the artisans will inform the research with an internal perspective on the decline of the craft and possible ways to overcome the problem. Also, discussions with the children of the weavers (specially the youth) will be carried out to explore their interest in taking up the craft as a livelihood option. Semi-structured interviews with local NGOs and craft enterprises will put into view issues related to government policies, funding, infrastructure and training programmes. A few interviews will also be conducted with a small number of artisans in order to triangulate the findings of the

A viable business model will then be proposed taking into account tools and techniques for new businesses, marketing strategies and reorganisation methods (Appendix 2). The recommended model will be shared with the craftsmen and their feedback taken before finalizing it. The final model will be explained to them; following which new Tangaliya prototypes will be created. Furthermore, these new designs will be presented to a representative sample of industry professionals in order to understand their views on the same. Key findings will be shared back with the artisans and information on the linkages that can support them to take up this business model will also be provided (Appendix 2).

Limitations and Ethical Considerations

There are certain limitations that the study presents. Since the research explores a new phenomenon, the artisans might find the concept of management and business model alien and unacceptable. Also, as the artisans have always been confined to their villages they may find it difficult to relate to a contemporary mind-set and delve into new market niches like sustainability-driven models, internet communities etc.

They may lack skills and resources to adopt new working strategies and the proposed business model.

Overall, the research will consider ethical issues during field research and follow the University’s guidelines on Research Ethics