A member of a self-help group spins the yarn last month in Chakulia, a part of Jharcraft’s rural tourism promotion project. Picture by Bhola Prasad
Wake up and smell the coffee, says Jharcraft.
Arguably the most successful state-run corporation, Jharcraft is spreading its silken glow to diverse ventures.
From a three-star rural hospitality chain to coffee to revenue sharing models with biggie retailers to online shopping, there’s no stopping this action-packed corporation.
Jharcraft is all set to venture into rural tourism, an initiative approved by Jharcraft Board and awaiting state nod. The new entity will have representatives of finance, tourism, transport and excise.
The plan includes three-star hospitality services at five places — two in Betla, one in Ghatshila, one near Hirni falls near Chakradharpur and one in Madhupur. The five places will also have emporiums or tourist marts for Jharcraft products. State tourism department owns the bulk of the infrastructure. Jharcraft will revamp it.
That’s not all. This new entity of Jharcraft will launch Just Brew, a coffee chain on the lines of CCD and Barista in all five places.
Jharcraft MD Dhirendra Kumar guarantees the coffee shop would “be better than the existing chains in the market”.
On the new venture, Kumar confessed it did “raise eyebrows that a handloom and handicraft corporation is venturing into tourism”.
But he added they were extending their core expertise of providing livelihood opportunities to more people.
“Through tourism, we want to educate tourists about products our state artisans make and spread the word about the wonders of Jharkhand. We promise ambience, maintenance, products and services will be top-notch. We will host tours with visits to places such as sericulture plant where urbanites can see reeling and spinning and so on. We’ll also have poultry, organic farming and dairy to meet the needs of the eateries or coffee shops,” Kumar added.
On Just Brew, he said: “Our coffee will give a high to the middle class without making their wallets feel low.”
Jharcraft is also wooing pan-India retail outlets such as Shoppers’ Stop and Pantaloons.
According to a recent agreement, Jharcraft will have exclusive counters inside Shoppers’ Stop outlets in Bhopal, Chennai, Raipur, Hyderabad and Baroda. The revenue-sharing model will see Jharcraft selling its items, including apparel, with dual tags — its own as well as that of Shoppers’ Stop. Similar talks are on with Pantaloons.
To cash in on the surge in online shopping, Jharcraft is revamping its website www.buyjharcraft.com in a big way. Flipkart and Jabong, beware!
Which among Jharcraft’s new ventures do you think will be most successful? Tell email@example.com