Rural artisans and craftspeople find a friend in MGNF

MGNF Fellow Pallavi does her bit for the Dhokra artisans of Dhenkanal whose livelihoods depend on the handicrafts they create

IIMB is a business school with a consistent and significant focus on Sustainability and Social Impact. The school is constantly reinventing itself to stay relevant and contribute towards nation building. This direction includes programmes such as the Mahatma Gandhi National Fellowship, which is a Certificate Programme in Public Policy and Management designed at the initiative of the Ministry of Skill Development and Entrepreneurship (MSDE), Government of India (GoI), and implemented in collaboration with State Skill Development Missions (SSDMs). The objective is to develop a cadre of professionals who will work towards improving the skilling ecosystem at the district level and act as catalysts of social change.

MGNF Fellow Pallavi Mishra is engaged with the Dhenkanal district in Odisha in providing significant and meaningful support to the district administration to improve the skill development program delivery.

Master craftsman Sanatan Pradhan and his wife Rina Pradhan are among the skilled artisans from Dhenkanal district taking the rich Dhokra tradition of Odisha forward.

Dhokra Cluster, Nuagaon: Odisha, located in Eastern India, is a state known all over the world for its diverse range of arts and crafts, amongst other things. The Dhenkanal district, around 70 km from Odisha capital Bhubaneswar, is particularly famous for Dhokra, which is a traditional metal casting art form. Dhokra items are created from an alloy consisting of nickel, brass and zinc, which gives an antique appearance to the finished products when combined in the right ratio. Made from these natural raw materials, the mesh-like features of traditional Dhokra gives it a distinctive beauty. The artefacts are mostly handcrafted without the involvement of machines, and each piece is deeply rooted to the region. 

The tribal groups of the picturesque Nuagaon village, near the Saptasajya hills, engage in Dhokra metal casting. The hamlet houses several extremely skilled artisan families who have picked up the nuances of the art from their forefathers. Although most of them have had no formal training, some have won district or state level awards. The master craftsmen even mentor other Dhokra artisans. Interested visitors can also go round the houses-cum-worksheds and get a first-hand experience of making the craft from the artisans, who are always willing to explain the preparation process. 

A special word for the womenfolk – apart from fulfilling all their household responsibilities, the women in the region are wholeheartedly engaged in the Dhokra business, adding immense value to the art and commerce aspects associated with the craft.

Some of the exquisite Dhokra pieces created by the artisans of Dhenkanal district in Odisha, who are being supported by MGNF in various ways.

MGNF Intervention: Pallavi Mishra has been in regular contact with these artisans, trying to understand the process of creating this art and how they market the same. She studied the loopholes and the prospects of the trade in detail, after which she focussed on enhancing sale and market linkage of the products. She facilitated promotion and marketing of Dhokra handicrafts at Yamini 2023, the dusk-to-dawn Indian music and dance concert, held at IIM Bangalore on the eve of Republic Day. She ensured that the products are highlighted sufficiently, which resulted in impressive sale and a good profit margin for the artisans. 

The Ministry of Commerce has made Handicrafts the One District One Product (ODOP) of the district. Pallavi has been in touch with the Odisha Rural Development and Marketing Society (ORMAS), trying to work out market-relevant design development trainings for the Dhokra artisans, and to arrange for their products to be sold at One Station One Product outlets. She has been consistently striving to showcase the brilliance of the artisans’ handiwork.

Sanatan Pradhan is among the master craftsmen in the village, having won several awards for his designs. Sharing the credit of his success with his wife Rina Pradhan, he says, “MGNF has really been a great support to us, be it for highlighting our products, ensuring better sale, sometimes finding ways of boosting our skills and taking the rich Dhokra tradition of Odisha forward. We aim to diversify into other markets and look forward to further support from MGNF and Pallavi.”

The ‘Artisan Village’ at Sadeibareni, a facility set up by the District Administration to provide a conducive working environment for the artisans, facilitate training and boost sales.

Pallavi, with the guidance she has received from MGNF, is the ideal vehicle of empowerment for such artisans who have adopted their forefather's vocation – and who play a pivotal role in maintaining and uplifting the rich cultural heritage of our country.

Artisan Village, Sadeibareni: The District Administration has established the ‘Artisan Village’ at Sadeibareni, en route to the Saptasajya range, in a bid to promote Dhokra art and artisans of the district. The facility includes infrastructure such as space to conduct workshops, training centre, hostels, conference halls and even retail outlets to provide a conducive working environment for the artisans, facilitate training and boost sales of their products, especially to the tourists. A plethora of activities promoting tourism are being launched at the centre itself. At this spacious facility, local artisans from across Odisha will have access to resources to experiment with new designs/product ideas and add a contemporary touch to the ethnic essence of the articles, which would also appeal to a young urban clientele.