Crafting ‘Access’ the CAFNE way

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From time immemorial artistry and craftsmanship have been an inherent part of the Indian societal fabric that has portrayed our culture and the uniqueness that it embodies in different shades and hues. Practiced for generations, craft, apparel and furnishings sector is one of the largest decentralized and unorganized sector of the Indian economy, accounting for second largest employment after agriculture. True to its vastness, the sector has a long and probably one of the most complex supply-chains imbibed in it.

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Due to its unorganized and decentralized nature, the sector faces issues in relation to striking market linkages to match supply-demand gap, availability of timely information on market and on raw materials, proper training and skill updation, and also in availability of capital requirements.

To identify and address such supply chain issues in the sector, the Crafts, Apparel and Furnishings Network Enterprise (CAFNE) team, IFMR Ventures, has dedicated itself to this cause.

At a fundamental level the CAFNE team addresses ‘access’ issues with one of its core objectives being to provide access to finance by enabling entities to meet their financial requirements. It has already dealt with two such organizations in this regard – Sandhi and Masuta.

Sandhi Hand Craft Pvt. Ltd. works as an interface between the market and artisans to develop sustainable livelihood opportunities for unorganized producers of hand-crafted products. It works towards improving product design & sampling, raw material sourcing, order management, quality control and training.

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Masuta, involving a combined effort of IFMR Capital and CAFNE on the other hand, is involved with yarn processing. Dealing with women producers who do reeling / spinning activity to produce tasar yarn from cocoon, Masuta arranges working capital, buys raw material & provides market linkage to these women producers by purchasing yarn from them and selling it in the market. For better value realization, it also makes fabric and final products and sells it in the market.

Also, within this sector, it is noticed that SMEs do face liquidity crunch in the form of working capital requirement which hinders their growth to a great extent. To address such gap, the CAFNE team is in the process of rolling out a “Receivable Financing” product. It is a combined effort of IFMR Capital and CAFNE team once again. The product enables the producer to receive financing against their receivables and improve their cash flow. Its USP being that is it collateral free and can be scaled up quickly, thus empowering the producer with liquidity to meet further orders and offer competitive terms to the buyer without being tied-down – creating a win-win solution for both buyer and supplier.

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Another of its core objective is in addressing issues with respect to market access by opening up newer avenues and enabling market linkages to producer organizations.

Madhukar Choudhary and Kaushiki Rao are part of the CAFNE team and can be reached for more information about CAFNE and its work.

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Search for a scalable craft operating model

cafneimage1At Craft, Apparel and Furnishings NE (CAFNE), we are pursuing an operating model that has the following characteristics:

  1. Significantly lower labour costs due to the use of spare in-home labour (in contrast to full-time factory labour)
  2. This in-home production combined with some simple but effective finishing processes that meet quality and safety standards of domestic markets
  3. End-product that competes on price in a mass market. Examples: simple apparel (petticoats, shirts, salwars), mass craft (not high-end designer, think ganesha idols sold in big bazaar)
  4. Internet-based distribution as a way to reach the buyers of these products cheaper than traditional distribution models.

Give Madhukar Chowdhary (madhukar(dot)choudhary(at)ifmrtrust.co.in) a shout if you know of examples that meet these criteria.

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Toy Story (featuring HBPS)

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“It is hand-manufactured and not hand-crafted” emphasized Madhukar Choudhary and Kaushiki Rao of IFMR Ventures CAFNE (Crafts, Apparels, Furnishings NE) while taking an in-house knowledge management session recently about Hathay Bunano Proshikan Society (HBPS) based in Bangladesh. HBPS is a social business that aims to create flexible employment among the poor in Bangladesh focusing on selling cotton toys and clothes aimed at children below 6 years. Employing around 2000 rural women the production of such toys and clothes is labor intensive thus the adage ‘hand-manufacture’.

Started in 2005 with an investment of USD 500, HBPS in Bangladesh has scaled up to sales in excess of 2 crores Bangladesh Taka in 2008 (1 crore is 10 million) registering a gross profit of around 75 percent consistently. Both curious and interesting – engaging the audience with an intense debate on issues pertaining to scalability.

Touching on the various facets of the business model like operations, marketing, and two case studies, the essential takeaways from the HBPS business model with which the duo summed up their session were:

  • Being demand driven and not supply driven – Create products that people want to buy, not products that producers know how to make
  • Promote hand-manufacture
  • Create flexible but disciplined employment – Allow working hours and geographies to suit the needs of producers, and adjust production work flow accordingly
  • Leverage readily and plentifully available raw material
  • Achieving scale through outsourcing production and centralizing specialized functions
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