One District One Product
DURGI STONE CARVING
ONE DISTRICT ONE PRODUCT INITIATIVE:
1. INTRODUCTION:
Goddess Durga idol with Durgi Stone in Durgi Temple
Buddha Statue with Durgi Stone
Durgi stone craft hails from the temple town village of Durgi in the Palnadu District, Andhra Pradesh state. These are intricate stone carvings are specialized stone carvings carved from soft lime stone called “SuddaRai” in local language and available only in this region. The craft originated at Durgi in the 15th century and has flourished since then. Durgi stone crafts are whitish gray in color; and look very glittery on finish due to the nature of the stone and unique to this region. The craftsmen follow the traditional carvings techniques according to the ShilpShastras. The exquisite Craftsmanship of the traditional Durgi sculptors is exceptional and this remarkable skill has been acquired and passed on to generations.
First of all, the artisans carved and consecrated the sculpture of Durgamma. It is because of this Durga temple the name of Durgi has come into existence. Since then hundreds of artists have continued to showcase their sculptural skills. It is located 89 km from the District Headquarters, i.e., Narasaraopeta & 166 km away from the city of Vijayawada and 10KMs away from the Macherla town.
2.UNIQUENESS OF ODOP:
The unique and impressive range of Durgi Stone Carvings attained the Geographical Indication Tag in 2017 under the Geographical Indications of Goods (Registration and Protection) Act of 1999, it a distinct identity. Geographical Indication Number for Durgi Stone Carvings is 481 and Certificate Number is 298 Dt.22.06.2017 with falling in Class 19 is hereby advertised as accepted under Sub-section (1) of Section 13 of Geographical Indications of Goods (Registration and Protection) Act, 1999. Class19-Handcrafted- Stone carvings products including but not limited to Statues of god & goddess, human form, animal sand nature, utilitarian products, gift & decorative items, etc., Andhra Pradesh Handicrafts Development Corporation Limited, a State Government Undertaking applied for the GI Tag for this global recognition.
3. VARIETY OF PRODUCTS:
These masterpieces have a rich history dating back to the 3rd century AD and are linked to the earliest Palaeolithic civilizations, which thrived along the banks of the River Krishna. Over the years, the craft has been superbly perfected reflecting the artisans’ relationship with their ancestral, cultural, ethnic, historic, mystic and religious subjects as well as contemporary civic and natural surroundings.
The ancient skill which produced masterpieces of art and sculpture seen at Nagarjuna konda museum continues to be practiced and taught here.
A School of Sculpture and Stone Carvings is located here which teaches the ancient skill of durgi stone craft. Over the years, the soft lime stone available only in this region has proved to be one of the finest soft stone to work on to give easy finish and great variety of designs and sizes with ease. Recently sculptors have come out with new decorative and utilitarian designs for commercial use and making this a fast selling product in the market.
4. Sales of ODOP Product:
| Artisan Type | 2023-24 | |
|---|---|---|
| Value in lakhs. | Quantity (No.s) | |
| The Nagarjuna Stone carvings Industrial Cooperative Society Ltd, Durgi | 165 | 8,000 Statues (Small and big idols & statues) |
| Master Artisans | 325 | 13,000 Statues (Small and big idols & statues) |
| Individual Artisans | 240 | 10,000 Statues (Small and big idols & statues) |
| Total | 720 | 31,000 |
5. The Institutions/Quality assurance labs:
i. Amrita Vishwa Vidyapeetham – Certificate Course on “Stone & Cement Sculpting Course (Level -2)”, Amaravathi.
ii. T.T. D’s S.V. Institute of Traditional Sculpture and Architecture (S.V.I.T.S.A), Tirupati.
iii. Karnataka Shilpakala Academy in coordination with Dravidian University, Kuppam:
Karnataka Shilpakala Academy conducted interstate stone sculpting camp at Dravidian University located in Kuppam city of Andhra Pradesh, India and support the Artisan through Digital online learning environment. Shilpakala Academy is a dedicated institute for art and sculpture. The main reason for this academy to be established is that in modern days with a busy life, all humans are leading a nomadic life, and there is no time to observe nature’s beauty. Shilpakala started to choose and pick the most skillful and trained sculptors or artists to show their best work on the present status to change the trend.
iv. Handicrafts Service Centre, Vijayawada:
The Handicrafts Service Centre plays a crucial role in supporting artisans by providing technical support and ensuring defect free products to protect the interests of buyers. Additionally, it extends technical support to the department in identifying authentic handicrafts products. The Centre acts as a valuable resource, assisting artisans in maintaining product quality, promoting their original stone carving creations and safeguarding the reputation of the handicraft industry.
Link: https://drive.google.com/file/d/1wPvuXeVD3UYB4OxTvno4QZGEZsl47i1e/view?usp=sharing
6. Promotion of activities done through District/State/other social media website tagging ODOP handle (including
promotional activities in vernacular languages):
District Administration has proposed has implemented the various schemes to the Artisans, Durgi Stone carvings, Durgi in coordination with the Development Commissioner for Handicrafts, New Delhi, Handcrafts Service Centre, AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts) and Export Promotion Council for Handicrafts, New Delhi.
- The District Administration has proposed Skill Upgradation training programmes to focus on fulfilling the current design needs of the market and aims to develop new designs/prototypes as per present requirements of the handicraft sector using existing skills of artisans.
- Supply of improved Toolkits to the skilled hands for productivity enhancement- scale-up of production and uniformity of quality are key ingredients for survival in the highly competitive international handicrafts market. The provision of toolkit distribution has been introduced to fulfil requirements.
- In coordination with the AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts), organized awareness camps to preserve the traditional craftsmanship of Durgi stone carving. Educating the Artisans about their crafts historical significance, unique techniques and cultural values helped them continue practicing and refining their traditional Skills. These camps were helpful for the artisans about business aspects of the Handicrafts.
- Further, organised awareness camps on State and Central Government schemes to create awareness on Schemes to the Artisans about their crafts historical significance, unique techniques and cultural values helped them continue practicing and refining their traditional Skills. These camps were helpful for the artisans about business aspects of the Handicrafts.
- The Development Commissioner for Handicrafts Department, GOI and AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts) are facilitating the artisans to participate in the Trade Fairs and Exhibitions for promotion of the sales.
- (20) artisan of Durgi Stone Carving, Durgi are enrolled into PM Viswakarma Yojana. The main eligibility of the scheme is the craftsperson working with hands and tools and engaged in one of the 18 family-based traditional trades mentioned in the scheme, in unorganized sector on self-employment basis, shall be eligible for registration under PM Vishwakarma. The District administration has initiated necessary steps to register more number of artisans.
- To propose a Small Cluster for targeting the end to end interventions to the artisans under Ambedkar Hastshilp Vikas Yojana (AHVY) as a part of National Handicraft Development Programme. It covers a small geographical area. It is also the mechanism to give structure to the sector as needed be it in the form of artisan producer companies (APOs) and /or registered Self Help Groups, Cooperatives or any other formal method After discussion with various Banks, some of the Banks came forward to issue financial assistance to the Artisans the MUDRA scheme. This amount helps the Artisans to provide adequate and timely assistance from Banks to Artisans and Entrepreneurs to meet their credit requirements.
- Organized awareness camps, workshops and training programmes to the artisans of the Durgi stone carvings to preserve the traditional craftsmanship of Durgi stone carvings and educated the artisans about their crafts historical significance, unique techniques and cultural values helped them continue practicing and refining their traditional Skills. These camps were helpful for the artisans about business aspects of the Handicrafts. Information on market trends, consumer preferences, marketing strategies and government policies related to handicrafts promotion was given in these camps. Below is the link which shows the various activities undertaken in the District.
Link: https://drive.google.com/file/d/1wtFSyMq8S6i1-NYEu2j12d4fWtYWpHFB/view?usp=sharing
Link: https://drive.google.com/file/d/11O9mDPM6YGUrZZKXQmCqmgr339uXWSWP/view?usp=sharing
District Administration has proposed to implement the various schemes to the Artisans, Durgi Stone carvings, Durgi for the year 2024-25 in coordination with the Development Commissioner for Handicrafts, New Delhi, Handcrafts Service Centre, AP Handicrafts Development Corporation, Ltd (LepakshiHandicrafts) and Export Promotion Council for Handicrafts, New Delhi.
6.a. Promotion of activities done through other social media websites:
The District Administration in coordination with AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts) and other related Departments has encouraged young entrepreneurs, the Artisans of Nagarjuna Stone carvings Industrial Cooperative Society Ltd and individual artisans to advertise Durgi Stone carvings carved from soft lime stone called “SuddaRai” in local language and done according to Shilpa Sastra. the craft has been superbly perfected reflecting the artisans’ relationship with their ancestral, cultural, ethnic, historic, mystic and religious subjects as well as contemporary civic and natural surroundings. It is also part of the One District One Product initiative. Below are some of the Social media websites where the promotion of activities of Artisans of Durgi Stone Carvings are showcased:
i. Facebook links:
https://www.facebook.com/share/p/CWV7Kc7TBbCZicip/?mibextid=oFDknk – tagging with ODOP handle
https://www.facebook.com/share/ZQU11ywQPxvzpvVP/?mibextid=xfxF2i
ii. Other Social Media Links:
https://m.indiamart.com/proddetail/shiva-durgi-stone-statue-25386236662.html
https://www.indianbusinessportal.in/GIProducts/handicraft-durgi-stone-carvings/c-132
https://mollisarts.com/material_category.php?id=OA==&n=U3RvbmU=
https://www.giheritage.com/product/durgi-stone-carvings-durgi03
https://www.pinterest.com/pin/a-timeless-pieces-carved-from-soft-limestone-durgi-stone-carvings-are-used-in-production-of-idol-buy-this-product-on–499055202460278191/
https://tweavesandcrafts.telangana.gov.in/product/durgi-stone-ganapathi-5bjDG5
https://www.amazon.in/dp/B0CDRPCYLT?ref_=cm_sw_r_mwn_dp_EDN2Y3JH1ENJQJGKGV1A&language=en_US
https://craftscouncilap.com/stone-craft/
https://www.amaravativoice.com/Info/durgi-stone-craft-get-attractive-idols
iii. YouTube links:
https://youtube.com/shorts/jZ0TkaAN3tQ?si=EFGRhh5R-Alv3sNx
https://youtube.com/shorts/nPpMyjaMzwU?si=nH24afv8dh6uJMm5
https://youtube.com/shorts/SEKU000cZDs?si=yMYlGo2SlMLp0X_c
7. Promotion of activities done/product/artisan story through local newspaper/magazine:
7.a. Promotion of various activities:
Organized various promotion activities like awareness camps, workshops and training programmes to the artisans of the Durgi stone carvings to preserve the traditional craftsmanship of Durgi stone carvings and educated the artisans about their crafts historical significance, unique techniques and cultural values helped them continue practicing and refining their traditional Skills. These camps were helpful for the artisans about business aspects of the Handicrafts. Information on market trends, consumer preferences, marketing strategies and government policies related to handicrafts promotion was given in these camps.
| 2022-23 | 2023-24 | % of increase | |
|---|---|---|---|
| No. of Artisans | 36 | 55 | 152.77% |
| S.No | Training Period | Date | No of Trainees | Conducted by |
|---|---|---|---|---|
| a | One Day Workshop on sensitizing the Artisans on Durgi Stone Carvings and Designing | 11/05/2023 | 10 | Nagarjuna Stone CarvingsCenter, Durgi |
| b | One Day Training programme to the Artisans on Durgi Stone Carvings | 05/07/2023 | 15 | AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts) |
| c | Training programme in Up Skill Techniques to the Artisans on Durgi Stone Carvings | 17/11/2023 | 10 | Nagarjuna Stone CarvingsCenter, Durgi |
| d | Awareness programme to the Artisans on State and Central Government Schemes | 09/01/2023 | 20 | AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts) |
| Total | 55 |
Link of Promotion of various activities: https://drive.google.com/file/d/1wtFSyMq8S6i1-NYEu2j12d4fWtYWpHFB/view?usp=sharing
7.b. Press clippings in Local newspaper about Durgi Stone Carvings:
https://drive.google.com/file/d/1yJ0MmOO7nx7EI7mSHpSlK-byThL84z3O/view?usp=sharing
7.c. Magazines on Durgi Stone Carvings:
https://globalinch.org/craft/?page=58 — Story on Durgi Stone Carvings in Andhra Pradesh in GLOBAL INCH – International Journal of living Heritage.
https://www.indiainch.org/craft/stone-carving-of-guntur-andhra-pradesh/ — Story on Durgi Stone Carvings in INDIA INCH.
https://craftscouncilap.com/stone-craft/ — Story on Durgi Stone Crafts in Crafts Council of Andhra Pradesh.
7.d. AP Tourism Department portal showcased the brochure on the Tourism spots including Durgiwhich is one of the tourist place of Stone Carvings Idols:
https://aptourism.gov.in/media-data/brouchers/25-a8343c76d0b0ccd8e1fff9133b7dd269f97fcea4.pdf
8. Exhibitions conducted/participated in by the District for ODOP promotion (local/national/international exhibitions):
AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts), Various Artisans and Nagarjuna Stone Carvings Industrial Cooperative Society Ltd, have exhibited and sold the Durgi stone Carvings Idols at various exhibitions held around the country. These exhibitions helped to the Artisans to built up its brand throughout the country and Globally.
8. a. Statement showing the Artisans Durgi stone carvings participated in various Local/National/International Exhibitions during the year 2023-24:
| S.No. | Name of the Event and Place | Venue | Period | No of Artisans participated | Name of the Artisan/ organisation | Mobile Number |
|---|---|---|---|---|---|---|
| a | Local Exhibitions | |||||
| i | Vasantham at Hotel Green Park, Vizag (Craft Council of AP) | Hotel Green Park, Vizag | 01.12.2023 – 02.12.2023 | 1 | Chennupatisai Vinay | 8688906889 |
| ii | Thematic Exhibition, Guntur | lepakshi Handicrafts emporium, Guntur | 24.03.2024 – 28.03.2024 | 1 | Chennupatisai Vinay | 8688906891 |
| b | National Exhibitions | |||||
| i | Craft Bazaar at Gohar Mahal, Bhopal, Madhya Pradesh | Gohar Mahal, Bhopal, Madhya Pradesh | 16.0.6.2023 – 25.06.2023 | 1 | AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts) | — |
| ii | State Handloom Expo, shilparamam, Guntur | shilparamam, Guntur | 08.11.2023 – 21.11.2023 | 1 | Chennupatisai Vinay | 8688906888 |
| iii | National Geographical Indication (Bharat GI Mahothsav) | siddhartha Hotel Management grounds, Vijayawada | 22.03.2024 – 24.03.2024 | 1 | Chennupatisai Vinay | 8688906890 |
| c | International Exhibitions | |||||
| i | Global investors summit 2023 at Vizag | Vizag | 03.03.2023 – 04.03.2023 | 1 | ChennupatiSrinivasa Chari | 9908163499 |
| ii | Bharat Tex, New Delhi | AP pavilion,New Delhi | 26.02.2024 – 29.02.2024 | 1 | AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts) | — |
| iii | Bharat Tex, New Delhi | Yashobhomi, New Delhi | 26.02.2024 – 29.02.2024 | 1 | Chennupatisai Vinay | 8688906889 |
| TOTAL | 7 |
Link: https://drive.google.com/file/d/1d2twBeP0yK5VIJgEHWFk8oox7Cn_52n5/view?usp=sharing
9. The details of the Officer in charge for ODOP:
| S.No. | Name of the Officer | DESIGNATION | ADDRESS | CONTACT NUMBER | |
|---|---|---|---|---|---|
| 1 | Smt. V. Vanaja | Assistant Director (H&T) / District Handlooms & Textiles Officer, Guntur &Palnadu Districts | Office of the District Handlooms & Textiles Office, Netha Bazaar Upstairs, Opp: AC College, Dariya Nagar, Guntur | 8008705713 | dhto.guntur.hnt@gmail.com |
10. The details of dedicated ODOP Team:
| S.No. | Name | Designation | Store Name | District | Phone Number |
|---|---|---|---|---|---|
| 1 | P.Sambasiva Rao | Accountant | Lepakshi Handicraft Emporium | Guntur | 7075455849 |
| 2 | M.V.N. Kumar | Assistant Manager | Lepakshi Handicraft Emporium | Guntur | 9133532353 |
11. The details of dedicated helpline number/email for ODOP beneficiaries:
| S.No. | Helpline Number | |
|---|---|---|
| 1 | 9490817194 | dhto.guntur.hnt@gmail.com |
12. The detailed information about the ODOP product:
12.a&b. The District has detailed information on Durgi Stone Carvings, Durgi:
Link: https://drive.google.com/file/d/1vJjZCvC8vAaIi7d1tjlBLTZmTpyCtUB3/view?usp=sharing
12.c. EXPORT DATA:
Through a strategic collaboration facilitated by the Export Promotion Council for Handicrafts, numerous Durgi Stone Carvings Artisans, traders and the AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts)joined collaborated with Export Promotion Council for Handicrafts, a platform aimed at linking India’s artisans directly with global consumers. This transformative partnership enabled the traders and artisans to significantly expand their market outreach, reaching customers in every corner of the country and beyond, thereby empowering India’s talented artisans and promoting the rich heritage of Durgi Stone Carvings craftsmanship on a global scale.
| Particulars | Category | Sales in INR | |
|---|---|---|---|
| 2022-23 | 2023-24 (10 Months) | ||
| International | Others (Durgi Stone Carvings) | 761.56 | 536.38 |
Link of Export Promotion Council for Handicrafts – Handicrafts Export Data: https://www.epch.in/index.php?option=com_content&view=article&id=76&Itemid=182
Link on Export data: https://drive.google.com/file/d/1lZGbbhuv1PXeXls0RMoyuJ3D24xEzrO_/view?usp=sharing
Durgi stone export data of World in Volza Grow Global Website: https://www.volza.com/p/durgi-stone/export/
12.d. Relevant schemes:
The State and Central Governments have implementing various Schemes to the artisans for integrated development of handicrafts with participation of the craftsperson at all stages of implementation of the scheme with the ultimate objective of their empowerment and sustainability.