Date:16/06/2006 URL: http://www.thehindubusinessline.com/2006/06/16/stories/2006061602880200.htm

Back Kondapalli toys come in new catchy designs

V. Rishi Kumar

MARKET MAKEOVER

VAJRALA NAGESWARA RAO, a maker of Kondapalli toys, holds a piece made of `tellaponiki' wood. These toys are to get intellectual property rights for the geographical location soon. Earlier, the Pochampalli silk sarees got the IPR in AP. - P.V. Sivakumar

Hyderabad , June 15

Nimble-fingered artisans, mainly toy-makers of Kondapalli - a small town about 25 km from Vijayawada - are a transformed lot.

They have taken to new innovative designs, while retaining their unique design traits, thereby enhancing marketing prospects and income levels.

They are marketing their toys in an organised manner, whose costs range from Rs 10 and Rs 10,000.

They now have support from the State Government and private players like Lanco, which has a 386 MW gas plant near the village.

A design centre has been created by the Lanco group with an investment of about Rs 12 lakh and some deft fine-tuning of their designs by the National Institution of Fashion Technology have added to the repertoire.

The toys are made out of a special wood referred to as `telliponki' procured from the nearby forest tracts. Through Forest Department, efforts are on to increase the area under cultivation of these trees. One of the challenges these artisans faced was that of marketing their goods. Now with an organised approach and support from the Government and private players, their products fetch better prices and are going beyond shores.

Interestingly, they have made inroads into corporate gifting. A delegation from Kondapalli recently visited the World Telugu Conference that has also opened up new vistas for their produce.

With modern technology, it is easy to replicate their products. But efforts have been initiated for securing geographical indication that protects intellectual property rights over their art.

While toy making was on the wane two decades ago, due to better returns for their hardwork, more youth are taking to training and entering the trade now. Efforts are also on to restore Kondapalli fort to make it a tourist destination and this could further enhance the prospects for marketing their toys.