SMART Mojari
SMART
Society for marketing of Artisan & Rural Things
(Under the aegis of FDDI (Ministry of Commerce, GOI)
Assistance to Footwear Artisans in Rajasthan
An initiative of UNDP-NLDP
Mission Mojari-Objectives !!
 Creation of sustainable livelihoods in an effort to
alleviate poverty by integrating the unique, skillful and substantial
production base with the main stream markets.
 Encouraging enhanced participation of women
 Encompassing the spirit of collective working .
 Attempting to address other human development
issues
Operation Mojari - SMART Fallouts
 A production base of 3500 Artisan Households covered in 5 districts of
Rajasthan -Nagaur, Jaipur , Jodhpur, Jalore and Pali.
 Sustainable entrepreneurial skills being inculcated in Artisans.
 Regular and steady sales by artisans in the domestic urban niche
markets (one village Udaipuria near Chomu, Jaipur has a monthly
turnover of minimum Rs. 25.0 lacs per month)
 Sale of more than Rs.100 lacs by the artisans through direct customer
sales in just IITF since 2000 & regular sales of lacs worth of mojaris
through forward linkages established by the artisans themselves.
 Awareness of artisans is enabling them to make forays into far flung
markets. Also standardization with quantities of uniform Mojaris of
contemporary designs is attracting traders to the villages
SMART SEQUELS
 With SMART, organized marketing transcends state boundaries,
encompasses artisans from other regions and even from other sub sectors
 Successful participation in both national and international marketing
events
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GDS-Germany, APLF-Hong Kong, Garda-Italy, Las Vegas-USA, TCFAustralia, ATFE- South Africa
Delhi International Shoe Fair,IITF-Delhi,Shoe Fun-Jaipur, Dilli Haat,
Dastakar Meet at IHC Delhi, IRC-Jaipur, CAPART and many other
marketing events.
 Exports slated at 100000 pairs worth INR 3.00 crores so far to fashion
capitals of the world – Madrid, Geneva, Paris, Rome,Athens, London,
Tokyo, Melbourne, San Francisco, Taipei, Brussels, Singapore.*
 National Marketing of 50000 pairs worth INR 1.40 crores through
organized distribution and retail network.*
 * ( As of October 2005)
Organized Linkages
• Registration of brand name “Mojari”..
• Establishment of SMART (Society for Marketing of Artisan &
Rural Things) under the aegis of FDDI, Ministry of commerce,
Government of India, as a follow up of CDC (Central
Distribution Center) established at Jaipur
• Development of uniquely designed eco-friendly packaging
including 3 types of boxes, tags and carry bags.
• National launch – Distribution network in eight states of Delhi,
Punjab, U.P. , Maharashtra (Mumbai), Tamilnadu,Kerala,
Rajasthan
• Establishment of a Mojari Boutique at Jaipur (Sale of 5000
pairs worth INR 30.0 lacs up to October 2005)
Achievements...
 Uniform capacitating for linkages with the organized markets in urban
niches and for up-gradation of local mojaris by way of :
 Standardization of production parameters like size and fitting.
 Introduction of contemporary technology by way of standard polymer
lasts and conforming patterns thereof.
 Enhanced immediate comfort by way of left-right distinction and
obviation of the traditional discomforting features like pinching at the
back.
 Contemporary designs dovetailed with the existing skills of the
Artisans.
 Appropriate mechanization and provision for basic hand tools.
 Exposure of the Artisans to the working of the organized sector
marketing including direct retailing.
Future Dimensions
• Organizing the artisans into groups and tiered federations
• Women Empowerment of the Mojari Households.
• Continuous support to inculcation of entrepreneurial skills.
• Linkage establishment for the maximum number of
clusters/households
• Attempting addressing of more human issues like education, health,
etc..
Operation Mojari - Districts.Clusters, Beneficiaries
• 1998 Nagaur
• 1999 Jaipur
•
Jodhpur
• 2000 Jalore
•
Pali
•
Jodhpur
27 clusters
13 clusters
08 clusters
16 clusters
15 clusters
08 clusters
> 1000 AHH
> 1100 AHH
> 0475 AHH
> 0450 AHH
> 0375 AHH
> 0235 AHH
Background
• Rajasthan’s unique production base taken cognizance of.
• Analysis of reasons why this base was not integrated with
the main stream markets - participation of Artisans in this
analysis.
• Simplistic and appropriate intervention worked out by
UNDP-NLDP .
• Pilot level intervention begun in Village Pachar (Sikar),
Village Badoo (Nagaur) and Ramgunj cluster (Jaipur).
Modus Operandi
• Survey and identification of the Mojari Artisans clusters in the
identified districts.
• Meetings with the Artisans and explaining the project’s concept.
• Democratic formation of Artisan groups of 10-12 Artisan
households in each group.
• Providing sets of lasts to each group.
• Providing patterns and on-line guidance by the technologists.
• Providing machines and hand tools like stitching machine,
polishing machine, size stamps, design punches, patterns, sole
stamps, etc.
• On-line design input training by designers and technologists.
• Technical training.
• Sponsorship to marketing events.
Implementation Structure, SMART
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President
Secretary
Members
Technical Personnel
Store & Accounts personnel
Office Assistants
Other agencies like NGOs
Then & Now – An Artisan & Village Udaipuria
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Haat Economy
Presently
Ladies
Gents
Ladies
Gents
Sale Price
35-40
60-75
75-90
155-180
Income/pair
10
10
25
50
Average income
10
min.
25
Output/family
20
80
20
80
weekly
monthly
weekly
monthly
Earning
200
800 min. 500
2000
Total Families
400
600
Reverse Migration
800-1000 persons
Village Income/month
320000
1200000
Percentage increase
In incomes in 5 years
Individual
150%
Village
275%
Typical Costing of
Contemporary Mojaris for unorganized markets
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Upper
Lining
Sole
Upper Making
Sole Making
Sole Stitching
Sole Edging
• Total
Erstwhile
Local Jutti
Modern
Ladies
Modern
Gents
10
10
05
03
10
02
10
05
10
05
05
12
03
25
15
25
07
08
20
05
40
50
105
Taking a leaf out of the book
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Market orientation (demand) from the word go
Participatory SWOT analysis with the beneficiaries
Planning with subject matter specialists
Approaching the beneficiaries with a physical input
Simultaneous marketing/linkages
Efforts to have a body for organized sector marketing
In Retrospection
• Organizational dynamics,including financial aspects should
be an inherent part of the developmental project
• Gender issues should be taken care of through specialists,
almost simultaneously