SLIM and Moratuwa University to revitalise bamboo industry

The Sri Lanka Institute of Marketing (SLIM) is widening its concept 'Gamata Marketing' by helping bamboo weavers in the Kuruwita and Yatiyantota villages, which have earned a name for bamboo-related products, in association with the second year students of the Department of Integrated Design, Faculty of Architecture, University of Moratuwa.

This is the second project under this scheme to enhance the traditional bamboo craft industry and upgrade the life of the bamboo craft community. The first was helping Wewaldeniya cane weavers. 'Gamata Marketing' promotes the marketing concept among rural entrepreneurs thereby increasing their incomes and enhancing their living standards.

A research study under the project 'Design Intervention in Grassroot Level Economies' by the second year 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 several 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 traditional ware have been identified as the main reasons.

SLIM has recognised 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 producers looking for low quality, cheap raw materials out of which they turn out low quality products which have low demand. Meanwhile, 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 hope to convert this industry into more profitable entities.

The project envisages building a close rapport between the craftsmen and the students so that they will get a thorough understanding of the problems faced by craftsmen. Site visits have helped the students to get first-hand knowledge of the situation and the problems faced by the craftsmen.

Separate workshops on marketing have been held to enhance knowledge among students and craftsmen. Collaborative design and product development workshops conducted in the village 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 to enhance regional small scale entrepreneurs' knowledge on marketing principles and its applications by using relevant strategies and tools for effective targeting of customers.

He said that SLIM believes that this knowledge-based initiative will help to improve their business and the standard of living to the next level through streamlining their focus, attitudes and orientation towards market based products.

Project Chairman, Suranjth Swaris said that a project of this magnitude needs huge commitment, time and financial cost.

SLIM, as the national institute of marketing will use its network and expertise in marketing to help students develop novel designs.