One District One Product
DURGI STONE CARVING
ONE DISTRICT ONE PRODUCT INITIATIVE:
1.INTRODUCTION:
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 crafts men follow the traditional carvings techniques according to the Shilp Shastras. 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.
Buddha Statue with Durgi Stone Goddess Durga idol in Durgi Temple
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. Class 19 – Hand crafted – Stone carvings products including but not limited to Statues of god & goddess, human form, animals and 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 | 165.00 | 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:
The Following are the institutes/Quality assurance labs
i. Amrita Vishwa Vidyapeetham:
Amrita Vishwa Vidyapeetham is a leading multi-disciplinary and research-intensive university, establishing its campus in Amaravati, Andhra Pradesh. The Vidyapeetham offers a certificate course on stone and cement sculpting. It requires advanced level of practice and prior experience of sculpting. The course aims at imparting basic skills in stone and cement sculpting based on traditional Knowledge of Shilpa Shastra.
Link of the website – https://www.amrita.edu/program/stone-cement-sculpting-course-level/
ii. T.T. D’s S.V. Institute of Traditional Sculpture and Architecture (S.V.I.T.S.A):
The T.T. D’s S.V. Institute of Traditional Sculpture and Architecture (S.V.I.T.S.A) is conducting a Diploma Course i.e. Diploma in Traditional Sculpture and Architecture (D.T.S.A).
Link of the website – https://www.tirumala.org/SVISTA.aspx
iii. Karnataka Shilpakala Academy in coordination with Dravidian University, Kuppam:
Inauguration of the interstate sculpture camp in Dravidian University at Kuppam, Andhra Pradesh powered by the ‘Karnataka Shilpakala Academy’ 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.
Link of the website – https://www.dsource.in/resource/interstate-stone-sculpting-camp-andhra-pradesh/making-process/akka-mahadevi
iv. Handicrafts Service Centre:
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 carvings creations and safeguarding the reputation of the handicraft industry.
v. Lepakshi Handicrafts:
Lepakshi Handicrafts, a renowned emporium operated by the Andhra Pradesh government, serves as a treasure trove for the state’s exquisite handicrafts. Committed to authenticity and transparency, Lepakshi implements a rigorous testing process to ensure customers receive genuine handcrafted products from Andhra Pradesh.
6. Promotion of activities done through District/State/other social media website tagging ODOP handle:
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.
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 carving, Durgi for the year 2024-25 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.
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
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:
Organised 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.
Below is the link which shows the various activities undertaken in the District.
| 2022-23 | 2023-24 | |
| No. of Artisans | 36 | 55 |
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 Carvings Center, 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 Carvings Center, 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 | |||
https://drive.google.com/file/d/1wtFSyMq8S6i1-NYEu2j12d4fWtYWpHFB/view?usp=sharing – Link of Promotion of various activities.
7.b. Press clippings in Local newspaper about Durgi Stone Carvings:
https://drive.google.com/file/d/1YEtfLSktb0U28EGJEZ_EweGO891HPal2/view?usp=sharing — Press clippings in Local newspaper on promotion of Durgi Stone Carvings.
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. i. AP Tourism Department portal showcased the brochure on the Tourism spots including Durgi which is one of the tourist place for Stone Carvings:
7.d. ii. Brochure on the Durgi Stone Carvings by Lepakshi Handicrafts.
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 | Chennupati sai Vinay | 8688906889 |
| ii | Gohar Mahal, Bhopal, Madhya Pradesh | 24.03.2024 – 28.03.2024 | 1 | Chennupati sai 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 | Chennupati sai Vinay | 8688906888 |
| iii | National Geographical Indication (Bharat GI Mahothsav) | siddhartha Hotel Management grounds, Vijayawada | 22.03.2024 – 24.03.2024 | 1 | Chennupati sai Vinay | 8688906890 |
| c | International Exhibitions | |||||
| i | Global investors summit 2023 at Vizag | Vizag | 03.03.2023 – 04.03.2023 | 1 | Chennupati Srinivasa 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 | Chennupati sai 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-related activities in the District :
S.No |
Name of the Officer |
DESIGNATION |
ADDRESS |
CONTACT NUMBER |
|
| 1 | Sri Viswa Manoharan | The Executive Director | Office of the VC & MD, Andhra Pradesh Handicrafts Development Corporation Ltd., Vijayawada | 8978644688 | info@lepakshihandicrafts.gov.in |
| 2 | Smt. V. Vanaja | The 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 & Palnadu | 7075455849 |
| 2 | M.V.N. Kumar | Assistant Manager | Lepakshi Handicraft Emporium | Guntur & Palnadu | 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. The District has detailed information on Durgi Stone Carvings, Durgi.
Link – https://drive.google.com/file/d/1oqg6GbNPCIqHkfmptL0MBdI7JKDmAjhu/view?usp=sharing
12.b. Steps for Making Durgi Stone Carvings:
Step 1 Step 2 Step 3
Selection of Stone Marking of Stone Clay model to get exact figure in mind
Step 4 Step 5 Step 6
Preparing Sculpture with Filling and Finishing in Specially Highlighted Final Designing with small tools & Hammer and Uli (Shrevanam) Areas with Files ,Sand paper and Water paper etc,. Polishing of Sculpture
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 |
|
| International | Others (Durgi Stone Carvings) | 2022-23 | 2023-24 (10 Months) |
| 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.
13. The documented success story/best practices document/brochure on ODOP Product:
13.a. Success stories of Artisans with Google Drive links:
13.a.i. The Nagarjuna Silpakalakendram, Durgi:
The craftsmen of Nagarjuna Silpakalakendram, Durgi mainly carvings the Buddha statues of all sizes depict the Durgi Stone carvings as the craft originated in the Buddhist town. Also several statues of Ganesha, Krishna and other Gods and Goddess are made from this soft lime stone. The statues are mainly used for decorating the walls and corners of temples. Recently the artisans and craftsman are making several utilitarian and decorative pieces with new designs for making this craft as one of the fast selling and commercially viable. Stone carvings products including but not limited to Statues of god & goddess, human form, animals and nature, utilitarian products, gift & decorative items, etc.,
https://drive.google.com/file/d/1hqNp-zaQxM-_MMedlWDe0TQuHjYpBUTu/view?usp=sharing
13.a. ii. Nagarjuna Silpakalakendram, Durgi as took part in the construction of Buddhavanam in Nagarjuna sagar:
The craftsmen of Nagarjuna Silpakalakendram, Durgi as took part in the carvings of Buddhavanam in Nagarjuna sagar. Buddhavanam – a Buddhist theme park is a prestigious project taken up on the northern bank of river Krishna in Nagarjunasagar by Telangana Government with a view to develop tourism in the State. Government of India has sanctioned the project as part of developing an integrated Buddhist Circuit with a vision to attract large number of domestic and international tourists particularly from South – East Asia.
The craftsmen of Nagarjuna Silpakalakendram, Durgi has got appreciation from the Telengana Government as took part in the carvings of prestigious project, i.e., Buddhavanam in Nagarjuna sagar.
https://drive.google.com/file/d/1rqb1KKJ_hOJfQxFOI0D-Zw6QHprsFmFt/view?usp=sharing
13.b. Success stories of Artisans:
Sri Chennupati Srinivasa Chari, Artisan of Durgi:
Recognized creative sculptural skills of national and international fame, employing hundreds of people through the art of sculpture for decades and making many historic Durgi stone statues, outstanding contribution to Durgi Stone Carvings since 30 years for preservation and propagation of this ancient craft., the following awards were awarded to Sri Chennupati Srinivasa Chari, Artisan of Durgi.
S.No |
Name of the Award |
Date of award |
| i | Akkineni Foundation Award 2023 | 17.09.2023 |
| ii | Andhra Pradesh State Annual Tourism Excellence Award – 2023 | 27.09.2023 |
| iii | Palnadu District 75th Republic Day Award | 26.01.2024 |
13.c. CCT Certificate of Appreciation-Excellence in Craft 2024 (Telangana & AP) to Mr. Kothamasu Sankar, Craft: Durgi Stone Carvings:
Mr. Kothamasu Shankar has been doing Durgi stone craft from a very young age and learnt Vastu Sastra and astrology which was important for temple construction and sculpting deities. He has also worked with Lepakshi Handicrafts and also trained students from NIFT.
Link – https://www.facebook.com/share/p/LGXmdbrn7i3hLfoX/?mibextid=oFDknk
14. The grievance redressal form:
The Palnadu District has a grievance redressal mechanism through website with following link – Spandana link
https://spandana.ap.gov.in/
15. The details about export Procedures/regulations/requirements/support:
The State Government have impressive Export promotion policy 2022-2027 which covers the details about the export (Procedure/Regulation/Recruitments and support) and the same is mentioned below
Link – https://drive.google.com/file/d/18PnRT3jTjL6RDTIynS-hHHb9_2MrLpes/view?usp=sharing
16. The details of the upcoming events:
16.a. The following events have proposed to organise by the District administration to preserve the traditional craftsmanship of Durgi stone carvings during the Year 2024-25:
Sl.No |
Month |
Name of the Event |
Venue |
Tentative Dates |
| 1 | July | Awareness Programme | Nagarjuna Silpa Kalakendram,Durgi | 24th July 2024 |
| 2 | September | Buyer Seller meet | Handicrafts Service Center,Vijayawada | 18th September 2024 |
| 3 | November | Skill Upgradation Training Programme | AP Handicrafts Development Corporation, Ltd (Lepakshi Handicrafts) | 25th November 2024 |
| 4 | February | Technology Upgradation Training Programme | Nagarjuna Silpa Kalakendram,Durgi | 17th February 2025 |
16.b. Marketing Support & Services:
Marketing plays a vital role in development of handicrafts sector in India. Effort is made to provide varied marketing platforms giving ample opportunities for business development and income generation to artisans across the country. India is a vast country and domestic market itself is a highly potential market for handicrafts items. India is the world’s largest developing economy however has a very low percentage of contribution in world’s export figure. Focus of MSS Program shall bring this gap to the minimum and to enhance sales and export figures. Both domestic and international market play significant role in shaping India’s handicrafts sector.
Website Link – https://indian.handicrafts.gov.in/en/events
17. List of authorized suppliers for the ODOP Product with quality packaging meeting international quality standards:
The Palnadu District (as a part of united Guntur District) having the data base/Catalogue of sellers with sustainable product & packaging to whom the artisans of Durgi Stone Carvings have sold their products through the following the Sellers.
S.No |
Name of the Seller |
Address |
Contact No |
| 1 | Export Promotion Council for Handicrafts | EPCH House, Pocket 6&7, Sector ‘C’, LSC, Vasant Kunj, New Delhi-110070 | +91-11+26135256 |
| 2 | The Nagarjuna Stone Carvings Workers | Co-Operative Industrial Society Ltd Main Road, Durgi | 9908163499 |
| 3 | Konaparthi Veera Brahma Charyulu | Arch Center, Budampadu, Guntur | 9502393850 |
| 4 | Sri Viswakarma Bhagavan Shilpa Kalakendram | Obulesunipalle, Durgi(M), Palanadu(Dt) | 8978287473 |
| 5 | Lepakshi Handicrafts | https://www.lepakshihandicrafts.gov.in/index.html | 9849900937 |
| 6 | Golkonda Handicrafts | https://tsht.telangana.gov.in/GolkoCrafts/index.html | 040-27611957 |
| 7 | Hastha kalalu Store | https://hasthakalalustores.com/ | 6172991775 |
| 8 | PALJJI Handicrafts | https://www.paljjihandicrafts.in/ | 964275125 |
| 9 | Simple Days | https://www.simpledays.in/ | 8951206089 |
| 10 | GiTAGGED | https://www.gitagged.com/ | 7760300248 |
| 11 | GiHeritage | https://www.giheritage.com/ | 7483932390 |
18. Photo Gallery:
Telugu talli Statue with Durgi Stone Carvings at Palnadu Collectorate
- Inauguration of the Renovated Showroom, i.e., Lepakshi Handicrafts Emporium in Kolkata on The 3rd Of October 2023.
Technical Textiles conference:
- Technical Textiles conference sponsored by GOI and organized by Dept. of Handlooms, Govt. of AP will be a game changer in export promotion at Hotel Novotel, Vijayawada.
- Commissioner of Handlooms & Textiles Visited the stalls at Technical Textiles conference at Hotel Novotel, Vijayawada.
- One Day Workshop on sensitizing the Artisans on Durgi Stone Carvings and Designing.
Decorative Stone Carvings Idols
Lotus Buddha water fountain for home, office, garden
Stone Gardening at Mypadu beach, Nellore large size water fountain items for living room/bedroom Black Shiva Durgi Stone Statue
- Stone carvings Idols in Garden.
- Lepakshi Handicraft Emporium at Vijayawada.
- Artisans preparing Durgi stone Carvings.
