Read More - National Crafts Council

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Proposal on
Participation of Sri Lanka as Partner Nation
28th Surajkund International Crafts Mela
1. Preamble
Sri Lanka has an ancient and exalted history in crafts. The recorded history of our crafts
begins 300 BC and has continued uninterrupted to this day. When the nun Sangamitta,
daughter of Emperor Asoka of Kalinga in India, came to Sri Lanka bringing a sapling of
the Bo (Peepal or Pippal) Tree under which prince Siddhartha attained enlightenment;
along with her she brought people of 18 castes (castes meaning crafts or profession).
Commencing with such august beginnings, our crafts have, over almost 2500 years of
development, chartered its own independent trail of artistic creativity and creative
craftsmanship that is distinctly our own. Crafts have become an integral part of our way of
life; and has embedded itself in our customs and traditions. It is in recognition of such an
exalted history, and due to the bridges built by the National Crafts Council of Sri Lanka
with the Indian Authorities; we have received this singular honour of being invited to be a
Partner Nation in the world renowned Crafts Festival at Surjkund, in the State of Haryana
in India.
This is an opening - a window of opportunity - which could lead to many untold benefits
to our Nation, if properly utilized; and, as is known: if taken at the flow, could lead on to
fortune; fortune for Sri Lanka and affluence for the participants. Fortune favours the
brave.
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2. Introduction to Surajkund Crafts Mela
Surajkund, is an ancient reservoir of the 10th century located in Haryana, India. Each year,
as spring begins to dawn, and the chill of Delhi commence to fade, this little ‘Lake of the
Sun’ (literal meaning of Surajkund) comes alive. Just as the Nelumbium nelumbo, the
sacred lotus of India blooms with the advent of the sun and exudes its fragrance; come
February, Surajkund blossoms forth, resplendent and alive, with crafts and craftsperson;
and attracts a host of visitors from the world over.
The popular, annual, Surajkund International Craft Mela, organized by the Tourism
Ministry of the State Government of Haryana, India is the largest handicrafts exposition in
the world: a 15 day long cultural and handicraft extravaganza unmatched by any other,
anywhere. Last year 23 countries of the world participated to showcase, their handicrafts,
textiles, culture, arts, cuisine, and tourist potential of their country. It is a singularly proud
moment for Sri Lanka that it has been, chosen as the ‘Partner Nation’ to participate in this
pinnacle of craft exposition where 100,000 visitors a day visit the exhibition with the
weekend crowds bettering this attendance.
A million and a half visitors thronged the site of this Mela last year; and it is expected to,
increase this year to 2 million.
3. The Rationale for Participation
The rationale for participation are,
manifold. Apart from the obvious reasons
of showcasing to the world, our identity as
a nation, our heritage, history, culture,
arts, cuisine, customs and traditions; this
invitation to take part and be the cynosure
of the event as a Partner Nation provides
additional advantages. This is a once in a
lifetime opportunity, provided at minimal
cost to us, to increase the economic
potential of our country and its image. The sectors with the highest potential to benefit are,
Tourism; National Carriers Srilankan Airlines and Mihin Air; the Crafts Sector; the
Handloom Textiles Sector; Hotels, and the Food and Beverages Sectors: all because of the
flow down effect of the increase in tourism that participation would generate. Further, the
Gem and Jewellery Sector; the Tea Trade; and Exports of Traditional and non-Traditional
goods are other sectors that could also benefit. Besides, the goodwill generated and
derived through people-to-people contact is immeasurable. Additionally, the opportunity
for interaction and forming friendships between the higher echelon of the bureaucracy,
especially between that of Sri Lanka and India, has the potential to create conducive
conditions for political and non-political discourse that will generate a favourable mindset
and understanding, where it matters most, in the corridors of power. This would pave the
way to a better and healthier relationship between the two Nations.
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4. Objectives
 To exhibit our culture, arts, cuisine, and crafts and create a greater awareness about
the country, its people, custom and traditions
 To enhance the tourist potential of Sri Lanka by exploiting the captive attendance
of approximately 2 million visitors whose friends, relations, and acquaintances
would carry this figure to over 10 million
 To improve the knowledge, and creative ability of our crafts persons through
interaction with persons in similar fields from other parts of the world
 To take Sri Lankan Crafts to International Markets
 To bring about knowledge through exposure of our crafts persons to new designs,
product development, production methods, of other crafts persons in the
international arena
 To create additional opportunities for the export sector
5. Benefits
Apart from those political and other benefits mentioned in the rationale for participation; it
is expected and believed that there is an immediate and immense potential for other
sectors of our economy to also profit from, and expand, by grasping this once in a lifetime
opportunity. It is not often that a country becomes a Partner Nation at such an event. The
immense potential of this opening is unfathomable; and the gains would depend upon the
approach, efforts taken, and challenges seized by each sector, in utilizing the occasion.
The sectors identified, for the present, which has the potential to benefit, are:
 Crafts
 Tourism
 Airlines
 Exports
 The Tea Industry
 Culture and Youth
Further, it is needless to state the flow down benefits that the increase in Tourism would
generate to the Hotels, Tour Operators, Food and Beverages Sectors; and the additional
employment it is likely to generate. The crafts sector will also likewise stand to enhance
its potential while the same would apply to other sectors that participate. In addition, this
event will enhance the image and cultural understanding of our country due to the
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participation of folk artists, dancers, and musicians; and by having our cuisine in the food
court area.
An Amplification:
5.1. Tourism
The Surajkund International Crafts Mela, as stated earlier, attracted 1.5 million visitors
last year; and this year it is, projected to draw around 2 million local and international
visitors in all. With a captive market of such immense numbers, with a possibility of a
three to four fold increase if one takes into account additional factors such as family
members, friends, and relations; it will not be an under estimation to state that the ultimate
reach will likely extend to an overall number nearer 6 to 8 million. This enormous
potential should be, tapped by the Sri Lanka Tourism Promotion Bureau to the benefit of
the country by setting up a Tourism Promotion Stall within the area allotted to us. Even if
just 10% of the number of visitors to the Mela, visit this stall; and out of
whom let us suppose half that number take an interest in visiting the country, it will not be
a distortion of facts to say the number of visitors from India visiting Sri Lanka could
increase by almost 100%. This is based on statistics of the Sri Lanka Tourism
Development Authority for year 2011 which states there were 171, 000 visitors from
India.
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Further, it is needless to state the positive impact of flow down benefits the Travel and
Tourism sectors such as Hotels, Tour Operators, Restaurants and Cafés, and so on would
feel as a result. The consequent increase in admission fees at Historical Monuments,
Museums, Botanical Gardens, and other similar places of interest is also a factor to reckon
with. Tourism also generates income to the crafts sector. All tourists like to carry back
mementos, souvenirs, of their visit other than memories and photographs; and the best
option is, afforded by the crafts sector. This in turn will help improve the livelihood of our
crafts persons and uplift their economic condition.
The historical and cultural ties that, binds India and Sri Lanka can be, turned into an added
impetus to propel and induce visitors. Religious attractions such as the Ramayana Trail,
Hindu places of worship extending from Kataragama in the south to Nallur Kandasamy
Temple in the north, and all other Historical Monuments are undoubtedly exploitable. Sri
Lanka is, endowed by nature with some of the best scenic beauty; and its people are
unmatched as hosts. These will add strength to the efforts of tourism promotion.
5.2. Crafts
Indian mythology gave the world the great architect of the universe, Vishwakarma – the
progenitor of all crafts and trade in crafts. According to the lore of Lanka, Vishwakarma,
the celestial architect, is supposed to have built the city of Lanka. With the connection
between the two countries thus steeped in the mists of time and mythology, it is but
natural that the crafts-persons from Sri Lanka should have derived their trade with the
advent of Theri Sangamitta in 300 BC.
This perhaps is the reason for the popularity of our crafts with the Indian public. Our crafts
reach the hearts and minds of the people of India in ways inexplicable due to this
umbilical cord of connection. The National Crafts Council has participated at the
Surajkund International Crafts Mela for the past five years; and on every single occasion,
every single piece of item taken to the venue by our crafts persons have sold out, emptying
the stalls long before the Mela concluded. This then is the reflection of the love, affection,
and interest, the Indian public has, not only for our crafts; but also towards Sri Lanka. We
would be failing in our duty to our country if this bond, this surge of attachment is, not
turned to good use; to benefit the country in maximum possible ways. This year, because
of being the Partner Nation, the National Crafts Council proposes to take a larger
contingent consisting of 10 to 20 of our best artisans, for display and sales of our
handlooms and handicrafts. In addition, invitation to bring 3 to 4 cultural troupes
consisting of 15 to 20 folk artists has, also been extended. Fuller elaboration is given in
the section under ‘Deliverables’.
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5.3. Other Sectors
There are many and more sectors, which will stand to benefit by utilizing this opening; if
sufficient awareness is, created. A cursory glance would indicate that the other likely
direct beneficiaries are organizations in the Exports Industries dealing in Tea, Coir
Products, Garments, Ceramics, etc. The indirect recipients of benefit from this event are
undoubtedly our National Carrier Srilankan Airlines and to somewhat lesser extent Mihin
Air.
6. Strategy
This offer, made to the National Crafts Council (NCC) of Sri Lanka by the Haryana
Tourism Ministry, in concurrence with the Ministry of External Affairs of the Government
of India to place Sri Lanka as, and at, the centre of its International Crafts Mela in
Surajkund is unprecedented in its scale and scope. The NCC, with the blessings and
backing of the Ministry of Economic Development, and the Ministry of Traditional
Industries & Small Enterprise Development; takes this opportunity to share the benefits
accruing from this event with other likely and possible stakeholders in the island; and
especially our main sponsor and partner in progress, the Sri Lanka Tourism Promotion
Bureau. By uniting with those of similar potential, it helps to strengthen the image of the
country; and to move our cause forward to gain the maximum out of this gala event, for all
participants. By sharing expenses, which at any rate is miniscule in comparison to what it
would be without the invitation and facilitation from the host nation; if we were to conduct
such an event at our cost, it would be prohibitive to say the least.
Thus, the strategy is, two fold:
6.1. The National Crafts Council will jointly work with our main sponsor and partner, the
Sri Lanka Tourism Promotion Bureau to develop the crafts, tourism, and all other allied
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sectors in the island in order to expand its existing potential and derive maximum benefit
to all participants and the nation.
6.2. To invite, involve, and induce other participants, who also stand to benefit from either
directly taking part in this event, or assisting to promote our effort on account of indirect
benefits accruing to them.
7. Deliverables on the part of the Surajkund Mela Authority
The Surajkund Mela Authority has assured us that their invitation and facilitation includes
the provision of the following:
7.1. The arrangements of boarding, lodging, local transportation or other requirements
provided to the Partner Nation will be, made as per mutual consultations and
commitments between the authorities of Sri Lanka and Surajkund Mela Authority
7.2. Space to display and for the sales of crafts will be, allotted as an open thatch Work
Huts to all the Sri Lankan Participants/artisans free of cost.
7.3. Space will be allotted free of cost in the Food Court Area for display and sale of Sri
Lankan cuisine.
7.4. Adequate publicity in the Print/Electronic Media will be, given to promote the crafts,
culture, and cuisine of the participants
7.5. Duty Meals will be, made available to all participants
7.6. Accommodation will be, provided to all participants
7.7. Local Transport Arrangements in the Mela Area and facilitating Airport transfers
from the Delhi Airport will be, made available
7.8. Security and Protocol arrangements for VIP’s, participants and accompanying
delegation will be, made by the Surajkund Mela Authority as per requirements
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8. Deliverables on the part of the National Crafts Council
The expected standards of deliverables by NCC for the entire duration of the Mela held
from 1 – 15th of February 2014, are as follows:
8.1. To ensure 10 to 20 of our best artisans participate for display and sales of, handlooms
and handicrafts products of Sri Lanka.
8.2. To ensure 3 to 4 cultural troupes consisting of folk artists from Sri Lanka participate
during the evenings as well as day performances at the venue.
8.3. To ensure setting up of food stalls in the Food Court Area and arrange for Master
Chefs to provide best of Cuisine and sales thereof.
8.4. To ensure setting up of a Tourism and Travel Information Centre of Sri Lanka at the
designated location inside the Mela grounds.
8.5. To create a Sri Lankan style ambience in the allotted areas of Work Huts / Food Stalls
/ Tourism Information Centre in the manner reminiscent to the culture and traditions of Sri
Lanka.
8.6. To ensure VIP and VVIP attendance of Government and Private Sector for the Press
Preview on 31st January, Inauguration on 1st February, and closing ceremony on the 15th
February 2014.
8.7. To arrange one grand cultural evening of Sri Lankan Culture, Fashion, Dance, Music,
etc., with possible participation of our famous artists and cricketers.
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9. Selected Sectors of Handicrafts
Whilst the main-focus of the participation is to derive maximum benefit to the country, the
aim is also to provide exposure to our crafts persons and provide them with access to
international markets. Thus, keeping this in mind, the National Crafts Council has selected
participants from amongst its registered crafts persons. Those selected are from the
following categories: batik, hand made and hand spun lace, traditional and non-traditional
masks, handicraft products made from wood and products from the wood and husk of the
coconut tree, wax and lacquer products, hand made ceramics, hand made paper products,
Jewellery, handloom textile materials and garments, and batik.
10. Media plan
The Surajkund Mela Authority offers a comprehensive media plan for the promotion of
the event covering Print and Electronic Media with extensive coverage of the event all
over India. Over 500 media persons hailing from all over India are, briefed at various
intervals during the Festival. Further, in addition to conducting a gala pre-launch media
event on the 31st of January 2014; and the coverage of the opening ceremony where
possibly the President of India would be the Chief Guest, thus giving it the highest event
status; daily media briefings are held about the days activities and special events. Thus,
apart from our crafts; our arts, traditional dance forms, culture, cuisine, and fashion in
batik and handmade textiles would be, beamed to the entire Indian continent and its people
on a daily basis through Print, Television, and Radio Medias. Since we are the Partner
Nation, our country and the activities we undertake on each day would become the
highlight of the media briefings.
Well designed, posters, handbills, and booklets are, also put out to publicize the event.
Further, special emphasis is given to promotion of the event on FM Radio Stations,
Indoor and outdoor media publicity in Railways, especially Delhi Metro, Rajdhani, and
Shatabadi Trains which ply between all major cities in India. Additionally web based
promotion is also conducted.
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An in house Media Centre with latest and modern amenities is, provided to facilitate
prompt news coverage, and the issue of press releases in English and Hindi on a daily
basis throughout the 15 days of the Festival. This media centre is also available for use of
foreign media personnel.
Apart from the information and publicity, over one billion people in India receive on a
daily basis through various channels of the Indian Media; ideally, to gain maximum
benefit from the event and to brief Sri Lankan public on the attention and focus the
country is receiving in India and Internationally, Sri Lanka ought to take its own media
team. Thereby, our sponsors would gain maximum benefit and our people too, could
become aware and made to feel proud of our Nation.
11. Cost Estimates
Estimated Cost for Participation Decor Construction and other Expenses.
Designing and construction of main pandol and
site decor (in Sri Lanka)
Air tickets, transport and other expenses for
designers, constructors and consultant
Transport and clearing charges for container
Local expenses in India for hiring labourers and
purchase of construction materials for site Decor
Décor for tourism stand
Expenses for cultural troop (15)
Expenses on cricketers participation
Participation of media personnel
Flags and Banners
Contingencies
TOTAL
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2.8 m
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0.5 m
0.6 m
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0.4 m
2.5 m
1.7 m
0.8 m
0.5 m
0.5 m
0.7 m
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11.0 m
12. Postscript
This project would not have materialized without the benevolence and active participation
of the Office of the Indian High Commission in Colombo and the Sri Lanka High
Commission in New Delhi. They continue to be our benefactor and their continued
corporation extended to the National Crafts Council of Sri Lanka is a pillar of strength in
ensuring the success of this endeavour. All participants in this effort will continue to have
the benefit of their support.
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