SLIM, University of Moratuwa to revitalize bamboo industry
The Sri Lanka Institute of Marketing (SLIM) is widening its concept,
'Gamata Marketing' by helping the bamboo weavers in the Kuruwita and
Yatiyanthota villages, which have earned a name for bamboo-related
products in association with the year two students of the Department of
Integrated Design, Faculty of Architecture, University of Moratuwa. This
is the second project under this scheme, the objective of which is to
enhance the traditional bamboo crafting industry to a higher level and
thereby upgrade the life of bamboo crafting community. The first was
helping Wewaldeniya cane weavers. 'Gamata Marketing promotest he
marketing concept among rural entrepreneurs thereby opening a whole new
world to them resulting in increasing their incomes and enhancing their
living standards.
The research study under their project "Design Intervention in Grass
Root Level Economies" by the year two students of the Department of
Integrated Design of University of Moratuwa and the Gamata Marketing
Project Committee has revealed that what was once a prosperous industry
is now facing virtual extinction due to a number of reasons.
The availability of cheaper alternative imported products, lack of
creativity resulting in the same designs being turned out over and over
again thereby hardly offering a choice for the customer, and a
decreasing interest in the traditional ware have been identified as the
main reasons.
SLIM has recognized that a vicious circle is in operation with a lack
of interest among buyers for age old designs resulting in decreased
sales, which in turn means less income and less profit. This results in
the producers looking for low quality, cheaper raw materials out of
which they turn out low quality products. These have a low demand.
Meanwhile, the low incomes coupled with low wages paid to craftsmen
force them to look for other more lucrative jobs.
Through the application of novel designs, marketing knowledge and
problem solving methodology, SLIM and the University of Moratuwa are
hoping to convert this industry into more profitable entities.
Meanwhile, separate workshops on marketing have been held to enhance
the knowledge of marketing among both the students and the craftsmen.
Collaborative design and product development workshops conducted in the
village with targeting to develop novel designs that could meet customer
needs and the craftsmen's production capacity.
According to SLIM President Gamika De Silva, SLIM treats this project
as a key CSR activity and the main objective of the project is to
enhance regional small scale entrepreneurs' knowledge on marketing
principles and its applications by using relevant strategies and tools
for effective targeting of customer segments focused on delivering more
value added products which satisfies them. He points out that SLIM
believes that this knowledge-based initiative would help to uplift their
business performance and the standard of living to the next level from
where it stands now through streamlining their focus, attitudes and
orientation towards market based product offerings.
Project Chairman, Suranjth Swaris says that a project of this
magnitude requires huge commitment, time and financial cost. In this
regard SLIM, as the national institute of marketinghas come forward to
utilize their expertise in marketing and use their network to provide
the necessary support to students to develop these novel design
concepts. |