Empowering Bidwriware Artisans

BIDRIWALA.
COM: EMPOWERING THE BIDRIWARE

ARTISANS
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This case was written by Rajiv Joshi (Institute of Management Technology - Nagpur (IMT)). It is intended to be
Personal author copy for Rajiv Joshi. Downloaded on 3-Sep-2019.

used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a
management situation. The case was compiled from field research.
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BIDRIWALA.COM: EMPOWERING THE BIDRIWARE ARTISANS
In December 2015, during his honeymoon stay at Taj Hotels, Bekal – Kerala, Amarnath Shetkar,
the founder of Bidriwala; a startup and brand of Bidriware metal handicrafts decided to explore
possibilities. The idea was to place Bidriware handicraft products in Souvenir shop at Taj
Property. As a result of a series of conversation and the follow-through skills of Amarnath, Taj
Hotels became one of the important clients of Bidriwala.
The startup began its commercial operations in November 2014. It had acquired over 20 active
institutional customers by December 2016. After bootstrapping Bidriwala and nurturing it for
two years, Amarnath Shetkar aspired to take it to the next level by looking for opportunities and
challenges to align future moves accordingly.
BIDRIWARE AND BIDAR: THE HISTORY
Amarnath hailed from ‘Bidar’, a town in the state of Karnataka. Bidar was situated 700 km away
from the state capital Bangalore. (Exhibit 1) The name Bidriware, as term for the metal
handicraft, emanated from the name of the town – Bidar. The art of metal handicraft originated
from ancient Persia and was brought to India during the Bahamani rule in Bidar (14th -15th
century). The art of Bidriware was considered to be a fusion of Persian, Arabic and Turkish art

blended with a touch of Indian artistry. Bidar was the hub of Bidriware artisans who practiced
the art and craft of Bidriware for many generations and were dependent upon the art for their
livelihood. Bidriware was an integral part of the social fabric of Bidar.
Bidriware art involved the intricate inlay artwork of precious metal. The art used copper and
silver along with other metals in the creation of Bidriware artifacts. It was considered as a
valuable and unique form of art. For many buyers it was a symbol of wealth. Over the years,
Bidriware art and the legacy attached to it faced many challenges. High material costs, low
productivity, poor margins, difficulties in accessing market, lack of innovation and modern
design of Bidriware handicraft led to a decline in the sales affecting their income potential and
economic opportunities. Many of the artisans either opted for some or the other forms of
employment and found out the other means to support their livelihood along with practicing art
of Bidriware. Bidar continued to remain a prime center of Bidriware handicrafts. The Bidriware
handicraft and articraft as an art form had obtained Geographical Indication (GI) tag.
HANDICRAFT INDUSTRY IN INDIA
As a country with its rich heritage and diverse culture, India had remained a birth place to many
unique forms of arts, artifacts, handicrafts and articrafts. The diverse and rich cultural heritage of
India found its expression in the various forms of art and craft. Indian handicrafts originated as
result of amalgamation of different cultures which evolved over the years. Every state in India
had its own unique traditional handicrafts and used different material, design, color and
techniques. Handicrafts were used as artifacts for decorating homes, as the social memorabilia
and for utilitarian purposes also. Handicrafts were also an integral part of social traditions and
culture.

This case was written by Dr. Rajiv Joshi, Associate Professor, Institute of Management Technology,
Nagpur. It is intended to be used as the basis for class room discussion and learning rather than to illustrate
either effective or ineffective handling of a management situation.

A Geographical Indication (GI) tag works as trademark protection (in some countries) and ensures that
either the registered / authorized users or those residing inside the geographic territory are allowed to use
the name of the place or the product or the brand name. GI tag signifies that the product belongs to a
particular location or origin; and also acts as a certification to convey typical method of production and
reputation attached to a particular place.
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For some places in India, handicrafts making was the chief economic activity that was embedded
in the lives of people and thus impacting the livelihood of artisans. The Indian diversity was best
depicted in the various handicrafts and its forms. The handicraft industry was highly fragmented
and as per an estimate there were more than 7 million regional artisans. As of August 2015, more
than 67,000 exporters or export houses promoting regional art and craftsmanship in the domestic
and global markets.1 Indian handicrafts industry and handicrafts products were classified based
on the state of origin, craft type, utility, material used, craftsmanship, history and legacy, unique
production techniques and processes.
Handicraft industry had emerged as a priority sector and attained national importance as one of
the largest employment generators and also contributor to the exports of India. In 2014–15,
Indian handicrafts exports stood at US$ 4.5 billion and were exported across geographies, with
the top 10 destinations being the US, the UK, the UAE, Germany, France, Latin America, Italy,
the Netherlands, Canada and Australia. The USA was the major market and accounted for about
26.1 per cent of India’s total handicraft exports in 2014-15. The European Union (EU) accounted
for nearly 24.7 per cent followed by the UAE as the third-largest importer of Indian handicrafts.2
The industry faced challenges in terms of lack of enabling government policy for handicrafts,
poor marketing, lack of training, lack of artisans’ awareness about latest trends and designs, lack
of infrastructure and efficient production technology for better productivity and quality control.3

Handicrafts by nature were handmade; however efficient production techniques and technology
had not paved the way which affected the overall handicraft industry.
The economic conditions of the artisans, the compensation structure in the handicraft industry
and non-availability of financial and credit facilities to artisans were some other issues. The lack
of transparency in transactions and issues of price realization for the artisans was a perennial
problem. E-commerce players and online stores with a focus on handicraft had made some
difference in terms of providing a platform for a wider reach and transaction beyond
geographical boundaries.
BIDRIWARE HANDICRAFT INDUSTRY AND BIDRIWALA
In October 2016, as per an estimate, there were more than 400 Bidriware artisans working in
Bidar. However, in reality there were less than 200 Bidriware artisans actively working in Bidar.
The artisans faced many problems like irregular demand, inadequate demand, price realization,
issues of acceptance of traditional designs, difficulties in accessing the market, lack of
innovation in designs and high prices of Bidriware handicraft. Apart from that, there were
instances of malpractices by the middlemen. Though there were many designers who wanted to
work with Bidriware artisans, they found it difficult due to a variety of reasons.
As an endeavor to partially address, some of the issues of Bidriware handicraft industry in Bidar
Amarnath founded Bidriwala: a brand of Bidriware and Bidriwala.com to create an online
presence. Bidriwala was primarily created to empower Bidriware artisans and promote
Bidriware. It was an initiative to bring together master craftsman and their experiences of the
cultural and social environment to attain the practical outcomes through the framework of design
and creativity.
Bidriwala provided a platform for the pursuit of design sensibilities thereby generating products
that derived symbolic and aesthetically functional value. In a nutshell, Bidriwala was a concerted
1
http://www.ibef.org/exports/handicrafts-industry-india.aspx Accessed on 14th October, 2016
2
Ibid.
3
http://retail.franchiseindia.com/article/sector-watch/fashion/6-factors-to-keep-in-mind-before-venturing-
into-artifacts-business-in India.a5306/#sthash.01mOQxKa.dpuf Accessed on 14th December, 2016
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endeavor towards the sustainable development of Bidriware and the Bidriware artisans. As of
November 2016, Amarnath had been working with around 50 artisans. According to Amarnath:
Bidriwala has addressed one of the key issues of Bidriware handicraft industry.
Many designers who wished to work with Bidriware artisans, but did not know
how to go ahead. As Bidar is a small town, many of the designers from big
metros find it difficult to access the artisans and also to stay in Bidar. It is
difficult for them to understand the artisans, experiment and undertake trials and
identify the right artisan. It is a time consuming process. We act as a mediator
and facilitator to designers who would like to develop products in Bidriware.
Based on designers’ requirements, I choose the right artisan for the project and
develop the samples. The things be on the move once the samples are accepted.
Designers do not need to visit the place. They can just send designs to me and I
explain designs to the artisans; get them ready and send them the samples or the
final products. Bidriwala has helped 3 designers to develop products till now
and few are in progress.
Amarnath’s Bidriwala was the first endeavor to empower Bidriware artisans and help them get
economic opportunities and better price realization. To achieve that, he operated through a very
unique model for empowering the artisans. Few agents and middlemen in Hyderabad, Mumbai
and Delhi sourced Bidriware for exports. However, they operated through trade and transaction

based model.
Bidriwala worked closely with the artisans to develop new products, designs and concepts.
Based on the acceptance of the samples, more number of market pieces were produced. These
were then supplied to the Brick and Mortar handicraft stores in the major cities of India. The
products were also listed and displayed with the major handicraft products online stores and e-
commerce platforms. Bidriwala also supplied to the chain of stores and resellers.
AMARNATH SHETKAR: THE FOUNDER & CHIEF BIDRIWALA
Amaranth grew up in Bidar and acquired his school education in Kannada medium before
graduating as a mechanical engineer from Bangalore. He grew up with Indian social values. His
father worked as a tax consultant. He was a key person in the Bidar Chamber of Commerce. One
of Amarnath’s brother worked as Chartered Accountant and another one was a mechanical
engineer working in Sweden. Amarnath’s desire to do something for Bidar and to make
difference to the society intensified over the years.
Post his engineering, Amarnath worked for two years with Aurangabad based engineering
company specializing in automotive sector. Amarnath reflected:
During those two years, I learned how a company works and how different
departments in the company work together. I also learned different aspects of
business such as understanding customer requirement, production, dispatch,
delivery and quality control.
Followed by that, he pursued two years master’s Program in Entrepreneurship in Ahmedabad.

Amarnath pursued some side projects and activities during the two years. He voraciously read
philosophy, psychology and other deeper aspects of entrepreneurship. He also participated in
Jagriti Yatra in 2013. He started an evening school for the construction workers’ children at the
institute in Ahmedabad during his post graduate studies. He mobilized resources for the

Started in 2008, Jagriti Yatra is train journey of discovery and transformation for 15 days organized by
Jagriti Seva Sansthan (an NGO) once a year covering 8000 km. with the vision of 'building India through
enterprise'. 425 participants are chosen from the pool of around 40,000 applicants. For more details:
http://www.jagritiyatra.com/about
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underprivileged children and offered them free education. He underwent his internship at
SABRAS and Chakri Originals, social enterprises based in Ahmedabad. He reflected:
Working with the social or development sector organization during the

internship made me understand how social enterprises are different from the
mainstream profit making enterprises. I understood what makes them what they
are. My internship exposure was focused on marketing and branding of social
sector products.
After acquiring post graduate in Entrepreneurship, Amarnath worked with Deshpande

Foundation for two months before creating Bidriwala. At Deshpande Foundation, he was
entrusted with the task of exploring online sales possibilities for the products of artisans
associated with the foundation. Amarnath found that his accumulated experience, two months
stint in the last job assignment combined with his zeal to do something was adequate for him to
take the plunge into entrepreneurship.
Genesis of Idea
Amarnath developed his final year project as a part of Masters in Entrepreneurship around
launch of an e-commerce platform for Bidriware handicrafts. Unfortunately he ended up
receiving the lowest grade for the project. He conducted a lot of research while working on the

academic project which was of great use while he took the plunge.
Over the years, staying away from the home town gave, Amarnath the opportunity to observe his
hometown through a different lens. In one such instance, he observed a Bidriware artisan selling
tobacco along with his art based work for supporting his livelihood. That was the trigger point to
do something for the Bidriware artisans and handicrafts. It was a calling to give back to the craft
and the town that Amarnath grew up in. He found compelling need to contribute meaningfully
by deploying his entrepreneurship skills.
BUILDING BIDRIWALA BRAND AND BIDRIWALA.COM
Amarnath’s urge to do something for the artisans and make a difference to their lives and living
while pursuing a meaningful business made him to give it a concrete shape. Prior experience
combined with accumulated learning served as a launch pad for him. The actions started. He met
few artisans and started buying their products. These products were further curated before they
were listed on handicraft e-commerce websites. He reflected:
There was nothing like pre-launch research before venturing out. I met few
artisans and started buying the products they had; and displayed them on
websites such as www.craftsvilla.com. I had already done similar work for other
products at Deshpande foundation. This time the difference was the product -
Bidriware. I bought a camera and learned product photography on my own
using online training videos. I needed perfect product shots for the e-commerce
platforms. There was no plan or planning. I just entered the market, started
doing things and learning came along the way. I take decisions based on gut
feeling and it has worked for me; not always but most of the times. I must say I
am lifelong learner. My experiments and doer attitude led me to interesting
learning in the business. I understood the business and the entire scenario after
first 4 to 5 months of the operation. I also realized the need for new product
development and innovation around the Bidriware concept.
Besides investing time of four to five months, Amarnath also invested INR 400,000 to 500,000
to explore different possibilities and models. He was quick to realize that he needed to
experiment to make the idea work. He worked on aligning the Products, the Customers and the
Channels for better outcome. He bootstrapped the startup and once the revenue was built, he
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expanded by deploying funds generated from the operations. Amarnath experience shortage of
funds while executing big orders of big players. However, Amarnath managed it well by various
risk mitigation strategies and financial prudence.
Amarnath’s personal saving and also some help from his father provided the seed capital needed
for the venture. The money was spent to create the first batch of 200 products of Bidriware
handicrafts. He had estimated to sell the first 200 pieces launched during a big gathering as a part
of the spiritual event. However, things did not happen as planned. He could not sell them
because many could not afford it. This proved to be a great learning for Amarnath:
I quickly learned from that episode that an understanding of regional differences

was necessary when it comes to handicrafts and their pricing besides quality
parameters.
It took some time to understand the prevailing market scenario before he could explore new
avenues for Bidriware artisans and also to build revenue for his startup. He looked at building
initial customer base and reached them through friends, family and other local Bidar customers.
However, soon he sensed the limitations of marketing Bidriware in the local market. He
explored alternative channels; handicraft e-commerce websites like Craftsvilla, Engrave and the
like. It worked for the new startup. Following that, he explored brick and mortar stores like Ants
Store in Bangalore and Tuk in Goa. Over the years, he built business relationships with Fab India

and Taj Hotels. New designs and concepts were introduced over a span of two years. (Exhibit 2
and 3)
Meanwhile, acquiring customers remained difficult. However, the only comfort was that the
market was identifiable. He directly acquired the customers and did not spend much on the
customer acquisition cost. Amar directly reached out to the customers. He shared:
To build the current customer base of 20 B2B customers, I had to write to about
200 customers. I reached out to them through direct emails. I was not scared of
writing to them – some of them were even very big players of the field. I believe
that if an entrepreneur could convey things properly through a perfect email and
if the buyer was in need of the product in near to midterm – they would surely
reply back to you. My Maximum conversation is through emails and very less
through phone. Our biggest customer Fab India was also acquired through email
marketing.
Amarnath deployed various innovative marketing tactics to get noticed, build relationships and
stay on top of the mind of the buyers. He said:
In 2015, I had sent Diwali gifts to all our customers. A wooden box with
Bidriware plate with their company’s logo which was very much appreciated by
all our customers. It strengthened our relationship with them.
Challenges and Obstacles
Since the beginning, Amarnath wanted to create a unique identity of Bidriware under his brand
name Bidriwala. However, it was not easy to pursue that idea being in Bidar. He had a tough
time trying to coordinate with the freelancers and graphic designers based in metro cities while
designing Bidriwala logo (Exhibit 4) and while working on product photography. Access to
talent as well as budgetary constraints were the issues.
In addition to that, it was also a challenging process to work on the packaging material and
design keeping in mind the metal handicraft. Amarnath faced with the obstacles to find out the
relevant logistics partner. He had to travel to Hyderabad frequently to solve many obstacles and
find solution to the problems.
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In the meantime, getting used to a new lifestyle of an entrepreneur was challenging especially for
someone who had no background in business or trade. He had to manage the pressure from his
peers and his family members.
Amarnath had to enter into contractual agreements with the big buyers to understand the terms of
the contract and requirements of each customer as each customer had a different style of working
and expectations from his vendors. At times adhering to the timelines given by the customers in
the unorganized sector posed a challenge. Working with artisans was equally challenging for
Amarnath as he had to earn trust in the artisans’ circles. Trying out new designs was yet another
challenge. He shared:
I have been successful in building trust with the artisans. As of now artisans are
ready to work with me on credit. At times they have supplied products of big
amount without asking for part or full payment. I must say, working with
artisans and designers is very different than working with the buyers and
companies. While, companies and buyers prefer to talk more about money and
not about the handicraft – it is the opposite with the designers and artisans. It
was tough initially to strike a chord. I spent a lot of time with them helping them
to understand. Majority of the artisans are not educated and technology savvy. I
had to explain to them the granular details about e-commerce and the online

marketplace.
Amarnath had to navigate the taxation structure of India and understand the tax related issues.
Though, he could seek help from his father and brother; taxation issue for handicraft industry
was a challenge initially.

Moving to a new life: Life partner as business partner
In the meantime, in December 2015, Amarnath got married. A big change and challenge in life
after marriage for Amarnath. It was a big change and challenge to shoulder the responsibility of
marriage. As the luck would have it, incidentally Amarnath’s wife Chennaveeramma was a
jewelry designer. She had undergone formal training in jewelry designing and also had worked
as a jewelry designer with Tanishq. She had also executed few freelancing designing projects.
Her skill set and abilities complemented that of the Bidriwala team.
Chennaveeramma contributed to the startup by developing Bidriwala branded jewelry and also
by collaborating the traditional goldsmiths and Bidriware artisans. This reduced Amarnath’s
dependency upon designers for new designs to some extent. Furthermore, Amarnath started
getting a new opinion and view from his wife as a sounding board and insider view on different
business decision especially those involving designs and production. Amar shared:
I will now have a second opinion on different business decisions I take with
respect to Bidriwala. A helping hand at everything I do. Living with an
entrepreneur husband is not easy. Since, now she is a part of business; she will
understand it better.
Chennaveeramma used traditional and contemporary design motifs to create new jewelry and
accessories for men and women. New Bidriware designs were well received by the artisans in
terms of its simplicity as well as of its economic sense. She shared:
I have observed that the artisans easily adapt to new designs when they see
‘sense’ in the new designs in terms of demand, market acceptance and the ease
of manufacturing as compared to other regular products. I believe that there are
many opportunities for non-traditional usage of Bidriware based designs and
products.
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Empowering Bidriware Artisans
The enterprise which started with a motive to do something good for the artisans had started
empowering Bidriware artisans. The artisans had adequate orders throughout the year which
gave them work and livelihood for the entire year. They did not face a ‘No Order Zone’.
Amarnath’s various initiatives and innovations ensured that they had adequate work and better
price realization. (Exhibit 5)
Amarnath shared:
Definitely, things have improved for the artisans. They have better economic
opportunities now facilitated by Bidriwala. In some ways, their life is better
now. I would not say that it has improved drastically; but surely it is different for
them now. For example, now they understand quality issues better than the
earlier days. Bidriwala’s continuous introduction of innovative products into the
portfolio has made artisans comfortable working with newer designs. I must say
we have a long way to go. We need to do many things to empower the artisans.
My constant endeavor is to bring more designer on board to work with the
artisans. However, it is very challenging.

GOING AHEAD
The artisans had surely been benefited by Amarnath’s initiatives and interventions. However,
Amarnath continued to face some challenges while working with the artisans. Delivering
consistent quality for the bulk orders, meeting the timelines and deadlines, reluctance to work on
new designs and less encouraging response for new innovations combined with the mindset of
the artisans remained a concern. Amarnath had dealt with such challenges from time to time but
those remained major concerns.
National award-winning master craftsmen Abdul Rauf and Rasheed Quadri had started working
with Amarnath on new designs. They were focusing on using Bidriware for home furnishing and
stationery. Design was the key differentiator. However, rampant copy of the design was a big
problem for the startup. Amarnath shared:
As people copy new designs and products, we have to keep creating new
products. Instead of stopping people from copying our designs, we keep on
innovating and rolling out new designs. There is great satisfaction when I
visualize a new design of the product and create the product around the new
design. Happiness turns into bliss when this product is appreciated by the
customers and it sells well.
Amaranth knew that he had created an impact to empower the artisans. Artisans were occupied
with fresh orders. As a result of impeccable marketing and sales efforts by Amarnath, the
consistent demand was generated. Artisans were experimenting with new designs and concepts.
Amarnath set his eyes on the next level of Bidriwala. So far not only the journey had been
interesting but also challenging. Bidriwala became associated with well-known brands and
clients like Taj Khajana, Fabindia, Craftsvilla.com and Jaypore.com. Bidriwala was represented
and displayed on almost all major online handicraft stores. (Exhibit 6)
In September 2016, Amarnath had contributed towards India’s first crowd sourced film directed
by Richie Mehta and Produced by Ridly Scott and Anurag Kashyap. Two clippings sent by
Amarnath became a part of the film. He reflected:
My interest in different facets of life has helped me as an entrepreneur. For

example, I used to read a lot; which helped me in the journey. These days, I read
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a lot about handicraft sector; my reading had also opened up possibilities of new
business.
Amarnath shared:
While introspecting, I always repeat the word: Sustenance. How do I sustain my

interest in what I do and how do I sustain the startup? To me, sustainability is
the key and matter of strategic importance. In fact, empowering artisans is my
first priority. We are fortunate that the artisans have worked with us and have
adapted to new designs and concepts.
Amar also quickly delved upon issue of building the team for Bidriwala:
Going forward, I see challenge in building the team. At the moment, I am
handling almost everything with some assistance from my wife. We are
managing with the lean structure; but I am not sure how long we can continue
like this. I foresee that finding the right team member to whom I can delegate
some work could be tricky.
He knew that going to the next level was not easy. It needed a different approach. There were
many opportunities and possibilities for the next level. Amarnath listed down some of them:

 Developing a range of branded products under the Brand ‘Bidriwala’.
 Bidriware Craft Tours as part of Bidar Tourism.
 Do It yourself (DIY)) Kits for people to learn basic Bidriware crafts.

Direct Export of Bidriware products.

 Training Artisans in areas like production planning, working with
designers.
 Setting up a platform for artisans to buy raw materials for production.
 Implementation of machines and technology necessary for ease, faster
production and consistent quality.
 Launching of an exclusive online store and an e-commerce platform for
Bidriware handicrafts and articrafts.
8
Exhibit 1
Source: www.veethi.com Accessed on November 23, 2016

Map of Bidar - Karnataka - India
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Exhibit 2
Bidriware Designs from Bidriwala
Hand Mirror Guitar Key Chain Ash Tray
Elephant Paper Napkin Holder Mango Shape Box
Utility / Jewelry Box Bangles Table Top Tray
Pair of Ducks Bidriware Wooden Box Pegasus (Flying Horse)
Jug Vase Ganesh Idol Pair of Elephant
Source: Created by Author from Company Files
10
Vase
Surai Vase

Vase
Exhibit 3
Shehnai Vase
Bidriware Designs from Bidriwala
Peacock Vase
Umar Quyam Work
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Exhibit 4
Bidriwala Logo
Source: Company Files
Exhibit 5
Artisans Speak
Habib: I am a molder for Bidriware handicraft. I have been a part of Bidriwala’s new designs
and innovations. I have created new molds for them as co-creation. I am happy to work with
Bidriwala. Earlier, we worked with traditional molds; but now we work with new designs which
has better market acceptance.
Ramesh: I have been working with Amarnath – Bidriwala for more a year. His efforts and
acumen ensured that I had work for the entire year. He is very prompt in the payment. His timely
payments has helped in sustaining my artistry and feed my family of five members. Amarnath’s
has engaged us and the work has helped me to sustain my family.
Riyaz: I am Jewelry specialist artisan with Bidriwala. Together, we have co-created and very
Jewelry collection based on Bidriware articraft. Amarnath has motivated me to explore new
designs for the Jewelry collection. I appreciate his patience while dealing with artisans.
M A Rouf: In few words, I must say that working with Bidriwala has been a good experience. It
has kept me and many other artisans busy this year. We had a lot of work coming from them.
Rasheed Quadri: We always look forward to work with Bidriwala as they bring some new
challenge every time.
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Exhibit 6
Customer List (As of December, 2016)
Institutional Buyers:
1. Fab India (Across India)

2. Taj Khazana (Mumbai, Chennai, Delhi, Hyderabad, Kerala)
Design Studios:
1. Coppre Studio Pune

2. Ira Studio Bangalore
E-Commerce websites / Online Stores featuring Bidriware:
1. www.mojarto.com
2. www.indiacircus.com
3. www.craftsvilla.com
4. www.engrave.in
5. www.exclusivelane.com
6. www.indianartizans.com

7. www.navodyami.com
8. www.jaypore.com
Physical Stores featuring Bidriware Products in different cities of India:

1. Ants Store Bangalore

2. White Brick Wall Goa
3. Baaya Mumbai
4. Xanadu Bangalore
5. Tresorie Mumbai
6. Hubballi Airport
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Personal author copy for Rajiv Joshi. Downloaded on 3-Sep-2019.

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BIDRIWALA.COM: EMPOWERING THE BIDRIWARE ARTISANS

BIDRIWARE AND BIDAR: THE HISTORY

Personal author copy for Rajiv Joshi. Downloaded on 3-Sep-2019.

HANDICRAFT INDUSTRY IN INDIA

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BIDRIWARE HANDICRAFT INDUSTRY AND BIDRIWALA

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AMARNATH SHETKAR: THE FOUNDER & CHIEF BIDRIWALA

Followed by that, he pursued two years master’s Program in Entrepreneurship in Ahmedabad.

Working with the social or development sector organization during the

After acquiring post graduate in Entrepreneurship, Amarnath worked with Deshpande

Personal author copy for Rajiv Joshi. Downloaded on 3-Sep-2019.

BUILDING BIDRIWALA BRAND AND BIDRIWALA.COM

I quickly learned from that episode that an understanding of regional differences

Personal author copy for Rajiv Joshi. Downloaded on 3-Sep-2019.

Challenges and Obstacles

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was a challenge initially.

Moving to a new life: Life partner as business partner

Empowering Bidriware Artisans

Personal author copy for Rajiv Joshi. Downloaded on 3-Sep-2019.

My interest in different facets of life has helped me as an entrepreneur. For

While introspecting, I always repeat the word: Sustenance. How do I sustain my

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Direct Export of Bidriware products.

Source: www.veethi.com Accessed on November 23, 2016

Hand Mirror Guitar Key Chain Ash Tray

Utility / Jewelry Box Bangles Table Top Tray

Pair of Ducks Bidriware Wooden Box Pegasus (Flying Horse)

Jug Vase Ganesh Idol Pair of Elephant

Source: Created by Author from Company Files

Source: Created by Author from Company Files

Source: Created by Author from Company Files

1. Fab India (Across India)

1. Coppre Studio Pune

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Physical Stores featuring Bidriware Products in different cities of India:

1. Ants Store Bangalore

Source: Created by Author from Company Files

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