A STUDY ON THE IMPACT OF MARKETING STRATEGIES ADOPTED FOR BASTAR ARTS

Abstract

In the year 1984 as per the survey conducted for counting the total artisans of metal craft by Mr. Niranjan Mahavar conducted for ‘National Crafts Museum’ , the number of artisans falling in this category was found out to be 221, who were found to be residing in places such as Kondagaon , Sukma , Narayanpur . So the prime centers considered during that time were Jagdalpur , Geedam , Chilkuti , Sonabaal , Karanpur , Barkhai, Golawand , Kondagaon , Narayanpur , Bade Dongar , Tongapal , Alvai , Temra , Kotgaon and Gadhbengal. Bastar’s metal craft is distinct and has its own uniqueness that makes it different from others. The artisans from this place have kept the primitive culture alive but if we consider the artisans from other regions of India that are involved in similar practices, they don’t follow the traditional process now a days that’s what makes this category of Bastar art distinct from the other art forms. . In earlier days the metal craft was highly popular in this region and top class statues were molded by the artisans in this region.
Now a days the craftsmen belonging to this Agriya tribe are involved in generating the wrought iron artifacts. Apart from this the Gond tribe of Bastar district is also involved in creating agricultural tools and other tools like fishing tools, knife, Bow and arrows etc. The Terracotta art and the Sisal art of Bastar are also very popular , these artists create eye pleasing craft works by utilizing their skills, they try to depict the age old and traditional customs and rituals through their craft pieces.
The production rate in past few years starting from the year 2014 to the year 2020.It can be observed that the rate of production was highest in the year 2016 and 2017. And the lowest rates of production can be observed in the year 2014. But now the scenario is different in case of product development. There are various schemes run by the government for product development.