Consumer Preferences and Value Proposition Disconnect—Assam Rattan and Bamboo Furniture Industry

  • Prarthana MajumdarEmail author
  • Shiva Ji
  • Sharmistha Banerjee
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 65)


Rattan and bamboo are important forest resources for the North Eastern Region (NER) of India. Naturally growing in abundance, they find use in a number of industries such as housing, construction, handicrafts, furniture and food industry. Of late, this industry has seen considerable growth outside the NER. But it has not been able to realize its full potential in NER due to significant lack in market orientation of the craftsmen who work from remote areas in NER and try to sell in urban markets. This paper looks into the urban markets, which holds the highest scope for revenue growth for this industry and investigates the gap in the customer preferences and current industry value proposition. The main gaps found are: lack of awareness, limited training focused only on techniques, lack of design awareness and sensitivity (ergonomics, attention to detail, finishing, presentation), lack of branding and marketing knowledge and limited outreach of self help groups (SHG) and clusters.


Bamboo and rattan Crafts and furniture design Branding Market induced design Rural craftsmen 



Our sincere thanks to all the craftsmen and their families, cluster officials and consumers who participated in the study and provided us with valuable information.


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Copyright information

© Springer Nature Singapore Pte Ltd. 2017

Authors and Affiliations

  • Prarthana Majumdar
    • 1
    • 2
    Email author
  • Shiva Ji
    • 1
    • 3
  • Sharmistha Banerjee
    • 1
  1. 1.Department of DesignIndian Institute of Technology GuwahatiGuwahatiIndia
  2. 2.Design EngineeringDelft University of TechnologyDelftThe Netherlands
  3. 3.Department of ArchitectureMizoram UniversityAizawlIndia

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