Local crafts and design business strategies : with special reference to batik craft practice at Aluvihare Heritage Centre (AHC)

Abstract

The aim of this research was to investigate the key business strategies employed by Ena de Silva, a renowned artist in the field of Batik craft, at Aluwihare Heritage Centre (AHC) in Matale, Sri Lanka. Craft producers often face challenges in successfully marketing their products due to limited access to markets and lack of demand. To address this, the study employed naturalistic, shadowing, covert, and participatory observation, as well as narrative approach interviews to identify the business strategy practices and challenges faced by the Batik craft business in marketing their products. By observing the contextual factors, resources, and attributes that influence the business, the study revealed that contextual factors have contributed to improving the quality of the products by constantly enhancing existing designs and preserving the essence of the craft. Craft manufacturers perceive their products as unique and of superior quality. However, small businesses encounter obstacles in generating demand and identifying target customers. Therefore, it is crucial for craft manufacturers to identify their target market and understand customer needs in order to develop an effective business plan. The study also discussed the involvement of designers or creative individuals in the knowledge management process for creative products, with specific reference to AHC..