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Marketing Mastermind Magazine:
Channapatna Toy Industry : A Legacy of Karnataka
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The town of Channapatna, situated 60 km from Bangalore on the Bangalore-Mysore highway, is renowned for its local handicraft industry - that of making wooden toys. Channapatna toys have received the Geographical Indication (GI) certificate, thus providing recognition to the heritage carried on by this town for generations. In Kannada, the town is at times referred to by the epithet `gombegala ooru', which means the `town of toys'. The wooden toys and allied products are brightly colored and distinctive, and are sold both in India and abroad. However, like many traditional arts and crafts, it is threatened by the onslaught of changing times.

 
 
 

The manufacture of wooden toys began as a cottage craft in the town of Channapatna. Earlier, this was limited to the production of traditional toys, dolls and household items. However, children no longer prefer these wooden toys, as numerous modern alternatives are now available in the market. Today, in response to changing market conditions, the product range has been diversified to include jewelry (bangles, necklaces and earrings), decorative pieces, utility articles, skipping rope handles, chess sets, pen holders, paper weights and rubber stamp holders. Certain items are manufactured only for the export market.

The focus towards exports has brought about a complete transformation in the manufacturing of these products. Initially, the items were manufactured on hand-turned lathes. However, in order to meet the requirements of standardization, the electric lathe was introduced and the products are now being manufactured using them. Also, the production skills are now often learnt formally in a training institute or at a factory rather than at one's own home from elders. And manufacturing too happens more often in a factory environment.

However, the industry faces severe threat from modern alternatives that are available, and changing consumer lifestyles and preferences. For instance, lacquerware pens and pen nib holders are no longer in demand. Likewise, numerous varieties of plastic toys, plastic chess pieces and plastic beads for curtains have almost entirely replaced the products which were traditionally made of wood.

 
 
 

Marketing Mastermind Magazine, Channapatna Toy Industry, Production Skills, Government Handicrafts, Manufacturing Machinery, Karnataka Handicrafts Development Corporation, Government Emporia, Indian Culture, Conventional Designs, Domestic Market, Educational Toys.