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Revival of Sualkuchi Muga silk industry

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Uddipana Uddi

on 6 October 2015

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Transcript of Revival of Sualkuchi Muga silk industry

Revival of Sualkuchi Muga silk industry
Goal Oriented Design Method
Final Solution
Problem Statement
“To enhance the sale of Sualkuchi Muga silk clothes”
Interaction facilitating
, set up at Sualkuchi

Three main Assam silk- Muga silk, Pat silk and Eri silk.
Muga Silk
Muga Silk Industry of Sualkuchi is at the verge of extinction

for Muga Silk products produced in Sualkuchi

Sualkuchi is a census town in Kamrup district in the Indian state of Assam
Known as "Manchester of Assam"
Self-healing property
Everlasting/outliving the owner
Natural shining golden color
Grass root level people
Upper class customers
Persona (Target Users)


buying experience
of customers

Muga is at the verge of extinction
Loss of job of grass root level people
Cheating of customers due to lack of awareness
Unique to India, can be produced only in Assam
Traditional occupation of Sualkuchi since the 17th century
Runs mainly on man power
Women empowerment via female employment enhancement
Impact of the problem
Research gap justification
Problem validation
Study of domain
Identification of problem areas
Understanding of past interventions
Literature Review
Persona Hypothesis
Questionnaire and field visit plan
Ethnographic interviews
User Research
Open ended ethnographic interview
Sualkuchi, Boko and Guwahati
Stakeholders interviewed:
Poor non-local customer accessibility
Problems picked
Poor linkage between sections
Low profit
High investment of grass root level people
Restriction to traditional dress type
Unawareness about Muga
Cheating of customers
User testing
Solution design
Single Case and Cross Case Analysis
Mind maps and organizing charts to organize & categorize, prioritize, illustrate and analyze the main findings
Affinity Analysis
Final Solution
Selected using evaluation matrix
e-commerce and local interaction facilitation organization
Direct Connection
Brief- Establish direct contact between loom owners and customers
Elimination of middle man
More profit
Less price
Increased sale

Fashion Industry
Brief- Connect Sualkuchi Muga Silk Industry with fashion industry.
Broadened use of Muga cloth
Fashion trends
Attraction of economically strong customers
Increased sale
Increased awareness

Tourist-spot Market-space
Brief- A Muga Silk clothes market as Tourist attraction at an easily accessible location of Assam
Increased Assam tourism
Increased awareness
Increased sale
Necessity to travel to Assam

Awareness Campaign
Brief- Conduction of campaign to increase awareness among people about Muga Silk clothes
Increased awareness
Increased sale
Increased tourist visit to Sualkuchi
Temporary effect
Limited reach
Necessity to travel

Cost Regulation
Brief- Reduce profit difference between loom owners and weavers
Prevent conversion
Reduced scarcity of weavers
Reduced weaver wage
Low cost of final cloth
Loom owners unwillingness

Interactive Weaving Environment
Brief- Interactive working environment for weavers breaking monotonicity of weaving
Reduced scarcity of weavers
Reduced weaver wage
Increased production
Low final cloth cost
Increased investment of loom owners

Man-force Training Organization
Brief- An organization to train and supply weavers and labors.
Reduced scarcity of man force
Reduce wage
Increased efficiency of production
Low final cloth cost
Increased profit
Reduce investment of loom owners
High financial support requirement for the organization

Increase sale
Increase profit of grass root level people
Increase awareness
Proper linkage between different sectors
Facility of design customization
Prevent cheating of customers
Monopoly of loom owners retained

Increase customers accessibility
Eliminate middle man
Attract economically strong customers
Non-traditional design exploration
Reduce high investment

Reduce cloth price
Direct connection between seller and buyer
Quality and trust maintenance, GI mark for Muga silk
Comparison among different sellers and products
Gift suggestions for increased sales
Awareness about muga
Natural golden shine
Intricate handloom production process
“Did you know?” pop ups on website
Q&A and other rewarding games on the website
Awareness video and other materials associated with points

Linked with social media
Medium of connection between various sectors
Self-help numbers
Grass root level people
Face to face
Self-help numbers

Intimation of time
Estimated production and delivery time for each product is revised every week after updating information from loom owners
Before time delivery fetch points to loom owner
Late delivery deduct points from loom owner while fetch points to customer

Advance/online payment
High investment
Customer paying advance get the product cheaper
Organization pays advance to the loom owner
if he mentions the need and
Customer does not pay
Loom owner has to share profit
Minimum max.(10%,Rs.500/-) advance payment

On cloth selling websites
On Facebook
Page and competitions
On packaging of gift
Cheap products for free (lottery)
Visit website
Select the product wanted for free
Submit photograph and other details
Note lottery number
Winners photographs are displayed publicly
Packages for companies (dress)

Local establishment
Virtual trial room
Business Guidance
Customizable design
Efficient interaction with grass root level people
Increased employment of local people
Stronger trust

On products and loom owners by customers
Genuineness of feedback can be checked
Only by customers
Ensured by giving customers onetime use codes
Feedback is encouraged by awarding points
Tie up with fashion industry
Widened domain of Muga cloth usage
Latest fashion trends
Fashion and buying tips
Attract upper class people

Fashion industry

Free surprise gifts and lottery
Game elements
For both customer and loom owner

Costliest buy
Total buy (amount)
Activity level (feedback, like, share, rate etc.)
Level up
Reinforcements: Points (convertible to money), coupons etc.
Popularity (customized designs, shared virtual trial room pictures)
Social graph
Game Elements
Semi customization
Color combinations
Combination of existing shapes/patterns
High level customization

Final cost: Summation of cost of individual elements used in customization

Can be saved for editing/ordering later

Customer can choose preferred loom owners, as a priority list, based on information and ratings

File sharable for suggestions

Once produced, will be uploaded as a product in the website

When bought by other customers, the designer gets points reward

Customer selected loom owners are given printout and details of the design

They are communicated to ask, in the priority order, about time requirement
Business analysis software
Own performance
Sale graph (quantity, product, design, date etc.)
Customer feedback
Printed material
Face-to-face interaction
Competitors performance comparison
Suggestions for improvement
Customer selected courier category and cost applied accordingly

State that they save X amount money and Y amount time by choosing for courier over traveling to Sualkuchi

Loom owner's registration
Selection of membership (Normal/Special)

Payment of nominal fee according to membership

Data collection
Demographics: Name, age, gender etc.
Contact details: Phone number, address etc.
Product details: Category, design, size, other specifications, cost, production time

Product images:
Photo room and equipment of organization
Model hired from among local people
Loom owner pay charges per product
Organization’s contact details

Registration documents

Brochure of his products
Product image
Product details: Category, design, size, other specifications, cost, production time
As a guide for order delivery along with phone call/SMS etc.

Take away
Registration of grass-root level people
To facilitate linkage between different sections

Data collection
Demographics: Name, age, gender etc.
Contact details: Phone number, address and other means
Category: Weavers, thread makers, cucoon cultivators

Customer's registration
Free material sample for first registration
Verified by shipping address, phone number, e-mail etc.
Can choose to avail offer instead
Prevents return based on material dissatisfaction
Avatar creation
Bought products added to avatar’s virtual wardrobe
Virtual trial room
Reinforcements for connection with social media

Team Leader:
Uddipana Baishya,
B.Des Pre-Final Year,
Indian Institute of Technology Guwahati,
Shiv Sankar Baishya,
M.Tech CSE Pre-Final Year,
TUM Germany,
B.Tech CSE IIT Mandi

Vivek Selvan P,
PhD Mechanical enginnering,
Indian Institute of Technology Guwahati,
Action Plan
Registration of company
Website construction and launch
Publicity and advertisement
Advertisement intake
Tie up with courier; banking selection
Staff recruitment
Locations for organization (selection and purchase/rent)
Loom owner and grass root level people registration
Upload products to website
Customer registration (optional)

Team Silk
Kalpana Baishya,
B.A and B.Muse,
W/O D.M Baishya,
Resident of Sualkuchi,

D.M Baishya,
S.P (Commn) Assam,
Resident of Sualkuchi,
Model Village
Women empowerment via female employment enhancement as majority of the weavers are females
Traditional occupation of Sualkuchi since the 17th century and hence lots of people in the village are dependent on this industry for their livelihood
Improved Muga Silk industry/business of grass root level people in the village of Sualkuchi
More sale and profit of loom leading to their improved life conditions
High job opportunities for the local people of Sualkuchi due to local establishment of the organization and since the industry runs mainly on man power
The solution presented is a business plan to reform the village Sualkuchi by reviving Sualkuchi Muga Silk Industy:
Full transcript