Breathing New Life into Heritage: Redefining Kunhimangalam’s Bell Metal Craft
This project was my graduation thesis for my first Master’s degree, and it focused on the brand re-positioning of the Kunhimangalam Bell Metal Heritage Cluster in Payyannur, Kannur. The cluster represents a centuries-old tradition of bell metal casting, known for its intricate craftsmanship and cultural significance. My project aimed to revitalize the brand by developing strategies that would make these products more competitive and appealing to modern consumers, while respecting the historical and cultural value of the craft.
The bell metal heritage is part of the intangible cultural heritage of India, making this project not only about design but also about cultural preservation. My work was focused on creating a sustainable business model that would allow the artisans to continue their craft in a market flooded with mass-produced, machine-made products. The objective was to maintain the authenticity of the craft while adapting to modern consumer trends, ensuring that the Kunhimangalam cluster could survive in today’s global marketplace.
Kunhimangalam Bell Metal Heritage Cluster
The Kunhimangalam Bell Metal Heritage Cluster consists of local artisans specializing in the lost-wax casting method, which dates back centuries. This traditional method involves creating a wax mold, covering it with clay, and then pouring molten metal into the mold. Once the metal cools, the clay is broken, revealing the final product. This process is labor-intensive and requires a high level of skill and precision. The products created range from ritualistic items like lamps and bells to modern home decor.
Despite their rich history and high quality, the artisans face significant challenges in the contemporary market. As machine-made products have become more affordable and accessible, the demand for handcrafted bell metal items has declined. Moreover, these artisans struggle with limited access to modern marketing techniques and distribution channels. Their business model relies heavily on word-of-mouth and local exhibitions, leaving them unable to tap into broader markets.
The project proposed a comprehensive rebranding strategy for the cluster, aimed at addressing these challenges by modernizing their brand identity, improving their online presence, and targeting new market segments. The idea was to build a narrative around the heritage and craftsmanship of bell metal to appeal to consumers who value authenticity and cultural heritage.
Kunhimangalam Bell Metal Heritage Cluster and its importance
A newspaper report showcasing the struggles of the artisans - The Hindu, Indian newspaper.
The primary purpose of this project was to preserve a dying craft while making it relevant to today’s market. Bell metal craft is part of India’s cultural heritage, but it is currently under threat due to the rise of mass-produced goods and changing consumer preferences. Without intervention, the Kunhimangalam cluster, along with many other traditional crafts across India, faces the risk of extinction as younger generations turn away from these professions due to financial instability.
My project sought to balance cultural preservation with economic sustainability. It was crucial to not only preserve the artisans’ skills but also ensure that these craftspeople could make a living in the modern world. The goal was to elevate the value of their work by repositioning the brand as a premium product, emphasizing the authenticity and craftsmanship that goes into each item. This would allow the artisans to compete not on price but on the uniqueness and cultural value of their products.
In addition to supporting the local economy, the project also aimed to educate consumers about the importance of sustainable and ethical consumption. By promoting handmade, culturally significant items over mass-produced goods, the project encouraged buyers to invest in products that have a story and a soul. This narrative was an essential part of the re-positioning strategy, as it connected the craft with global movements around slow fashion, ethical consumption, and cultural preservation.
Uplifting Kunhimangalam and its Bell Metal Heritage
Research and Analysis
Taking survey.
The research phase was an essential foundation for this project. I began with ethnographic research, spending time with the artisans in Kunhimangalam to observe their processes, learn about their challenges, and understand the cultural significance of their craft. This first-hand experience allowed me to appreciate the depth of knowledge and skill that goes into every item they produce. I conducted semi-structured interviews with the artisans, gathering insights into their personal stories, their struggles in adapting to modern market trends, and their hopes for the future of the cluster.
At the same time, I conducted a competitor analysis by studying other Indian craft clusters that had successfully navigated the transition to modern markets. For example, I looked at how the Channapatna wooden toy cluster in Karnataka and the Pochampally silk saree cluster in Telangana had managed to modernize their brand identities while staying true to their cultural roots. These case studies provided valuable insights into strategies that could be adapted for the Kunhimangalam bell metal cluster.
I also examined consumer behavior through surveys distributed at local exhibitions and among consumers in the region who were familiar with the products. The results revealed that while many consumers appreciated the craft, they were often unaware of the heritage behind it. Additionally, there was a perception that these items were expensive compared to machine-made alternatives, even though the quality and craftsmanship were far superior. These insights highlighted the need for better communication around the value of the products.
From this research, it became clear that the problem was not just one of marketing but also of perception. The cluster needed a complete rebranding that would educate consumers about the cultural and historical value of the products while also appealing to modern tastes.
Developing the Brand Re-positioning Strategy
New Proposed Brand Logo.
Based on the research findings, I developed a brand re-positioning strategy centered around three core themes: heritage, authenticity, and craftsmanship. These themes were designed to differentiate the bell metal products from mass-produced alternatives by focusing on the story behind each item. The narrative of cultural preservation became central to the rebranding, with the products positioned as symbols of India’s rich artistic traditions.
I designed a new visual identity for the brand, including a logo that incorporated traditional bell metal motifs while modernizing the aesthetic to appeal to contemporary buyers. The new identity aimed to make the brand more visually appealing while retaining a sense of history and craftsmanship. Additionally, I developed a set of marketing materials that emphasized the unique value of the products, including brochures, banners, and product labels that told the story of the cluster and the artisans behind it.
New Proposed Social Media Presence Sample.
A key aspect of the re-positioning strategy was the introduction of a premium product line. These products were marketed as high-end, limited-edition items, each carrying a certificate of authenticity signed by the artisan who created it. This added a personal touch to the product and increased its perceived value among consumers.
Digital Marketing and Expanding the Audience
Branding Suggestions.
The digital marketing strategy was another critical component of the project. The Kunhimangalam cluster had no significant online presence, which limited its ability to reach new customers, particularly those outside Kerala. I established social media accounts on platforms like Instagram and Facebook, where the beauty of the products could be showcased through high-quality photography. I also created a simple website that served as an online catalog and educational resource, featuring the history of bell metal craft and profiles of the artisans.
Branding Suggestions.
Through workshops, I trained the artisans and younger members of the community on how to manage these accounts, empowering them to engage with a broader, more global audience. This shift to digital marketing allowed the cluster to reach new customer segments, including diaspora communities and global craft collectors, who were more willing to invest in products with cultural and artisanal significance.
New Proposed Social Media Presence Sample.
The project concluded with a clear set of recommendations for maintaining and expanding the brand’s presence in both local and global markets. The brand re-positioning not only preserved the Kunhimangalam bell metal craft but also gave it a new life, allowing the artisans to thrive in an increasingly competitive marketplace.