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Walking the walk: A Jharcraft store in Ranchi
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From kendu leaves to canvas shoes. If it is Jharcraft, expect an unexpected law of association.
Recently, when Jharcraft, the state-owned handloom and handicraft corporation, manufactured 70,000 pairs of shoes jointly with Forest Development Corporation of which 60,000 were distributed by the forest department to kendu leaf collectors, an idea was born.
Known worldwide for elitist tussar silks, pearl, dokra, bamboo and cane artefacts and furniture as well as other flaunt-worthy items for the urban crowd, Jharcraft decided to venture into unknown territory — rugged economy shoes for rural feet.
So now, Jharcraft has decided to sell canvas shoes worth Rs 100 for men and Rs 70 for women, initially pumping in around Rs 4 crore in the project, said managing director Dhirendra Kumar. And it may have a good thing going as the trial runs of shoes were a sell-out.
“On trial basis, we had sent canvas shoes to rural marts that were sold within days. These shoes are meant for those who pluck kendu leaves in the forest. Though affordable, the footwear is strong and durable. Some modifications will be needed from designers, but it is useful for people who walk on tough terrain,” Kumar said.
So far, small steps have been taken. A sample of shoes has been sent to Footwear Design and Development Institute, Noida. Thirty-five workers were engaged in making shoes for the forest department, but as recently as last month 20 women received month-long training in footwear manufacture at Urban Haat, Hazaribagh.
The big plan is setting up a separate and dedicated shoe unit in Hazaribagh industrial area over 3.25 acres for commercial production. Gradually, as shoes diversify for urban buyers, prices will increase.
Though shoes are a step in a new direction for Jharcraft, it has taken similar new ventures before. It started with its pure organic tussar that is now making silken waves in the cities, metros and the US, UK, Germany, France, Japan, Turkey, China and others, many more. It has ventured into handicraft, including items of terracotta, dokra, pearl jewellery, bamboo furniture and products, woodcraft, items of cotton, lac, cane, cotton, jute and leather.
“We don’t want to leave any area unexplored as we want to train as many people as possible in some livelihood skill or the other. We are diversifying into economy shoes, as there is a good market for them. Knowing how to make canvas shoes can help many people earn regularly. Livelihood is our main concern,” said Jharcraft managing director Kumar.
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