Maatimatu
Participatory Research | Social Impact | Business Design
6 Months (2020)
Thesis Project w Industree Crafts Foundation- Bachelor in Design
Creative Challenge: Tribal artisans in the Araku Valley lacked visibility and income opportunities, limiting their ability to sustain their traditional craftsmanship.
Solution: Maatimatu, developed with Industree Crafts Foundation, created a sustainable branding and livelihood model. This included a business and brand development to connect eco-friendly tribal crafts with urban markets, increasing community income and global awareness of their heritage.
"Empowering communities through participation"
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Understanding The Araku Valley and Its Challenges
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Non-Timber Forest Products (NTFPs)
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Preliminary Research
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Participatory Research (Primary)
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Secondary Research
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Market Insights
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Key Problems Identified
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Main Insights
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Need Statement
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Value Proposition
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Business Model
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Mood Board and Brand Positioning Matrix
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Service Blueprint and Stratergy
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Brand Identity
Understanding the Context
Araku Valley is home to several indigenous communities that depend on forests for their livelihood. Historically, they have relied on Non-Timber Forest Products (NTFPs), such as leaves, seeds, medicinal plants, and organic fibres, to sustain their way of life. However, modern economic shifts have led to:
Market Barriers
Income Instability
Lack of Business Infrastructure
The Role of Non-Timber Forest Products (NTFPs)
NTFPs have immense potential but remain underutilized.
Some key resources include:
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Siali Leaves – Used for eco-friendly packaging and traditional dishware.
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Bottle Gourds & Seed Pods – Transformed into natural containers, ladles, and instruments.
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Annatto Seeds & Sponge Gourds – Used for cosmetics, food colouring, and natural loofahs.
Without a structured value chain, these products were undervalued and failed to reach conscious consumers.
Research
Before engaging with the community, foundational research was conducted to understand:
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The socio-economic landscape of Araku Valley.
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The role of Non-Timber Forest Products (NTFPs) in indigenous livelihoods.
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Existing market gaps and barriers to entry for tribal artisans.
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Government policies and NGO interventions in sustainable livelihoods.
This phase provided the groundwork for participatory engagement with artisans and stakeholders.
Preliminary Research
Participatory Research (Primary Research)
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Supply Chain Mapping – Identified inefficiencies in product sourcing and distribution.
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Guided Tours & Camera Journals – Documented traditional craftsmanship and production processes.
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Focus Groups & Interviews – Engaged with artisans, traders, and local organizations to assess opportunities and challenges.
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Co-Design Workshops – Collaborated with artisans to explore branding, pricing, and packaging solutions tailored to their skills and materials.
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Value Chain Analysis – Mapped how products moved from collection to consumer and identified points of value addition.
Key Finding:
Artisans lacked direct market access and relied on middlemen.
There was no structured pricing model, leading to inconsistent income.
Government policies and NGOs are in support of tribal entrepreneurship.
Secondary Market Research & Insights
To position Maatimatu effectively in urban sustainability markets, key insights were gathered:
Consumers want to know the story behind what they buy. They prefer sustainable and ethical products.
Rising disposable incomes in India indicate growing demand for artisanal and organic products.
Intent–action gap, While consumers express interest in eco-friendly goods, they need convenience and accessibility.
Analysis
Key Problems Identified
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Limited Market Access – Artisans were unaware of pricing strategies and relied on middlemen.
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Seasonal Income Instability – No year-round employment due to fluctuating availability of NTFPs.
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Lack of Business Infrastructure – No organized distribution, branding, or value addition.
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Absence of Consumer Awareness – Urban buyers lacked knowledge about the artisans' heritage and craftsmanship.
How might we
create a structured and motivating business model that empowers artisans with essential skills, fosters self-reliance, and connects conscious consumers to the origins and impact of their purchases—ensuring that indigenous craftsmanship is valued not just for consumption, but as a representation of cultural identity?
Direction
Value Proposition
Business Model
Inspiration Board
The inspiration board was curated using on-site photography and selected external references to visually capture the brand’s essence. It serves as a cohesive guide, defining the brand’s emotional and aesthetic direction, and ensuring clarity and consistency in its visual identity.
Mood Board
Maatimatu, derived from Adivasi Oriya, meaning "Brown + Needs," is a community-owned brand rooted in the Araku Valley. Focused on sustainable living, it empowers indigenous artisans by adding value to everyday organic and handmade products. Sourced directly from the lush forests surrounding the valley, raw materials are ethically harvested and sustainably processed by the people, for the people. Developed in collaboration with AASSAV and the Industree Foundation, Maatimatu serves as a bridge between traditional craftsmanship and conscious consumers, preserving heritage while fostering economic independence.
Design
System Blueprint: The Core System of Maatimatu
The primary output of this project was a System Blueprint, detailing the complete cycle of production, value addition, and sales:
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Raw Material Sourcing – Collecting NTFPs directly from forests.
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Processing & Value Addition – Training artisans to refine, package, and brand their products.
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Distribution & Sales Strategy – Eliminating middlemen to establish direct sales channels.
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Consumer Engagement & Branding – Using digital platforms and ethical marketing to reach eco-conscious buyers.
Brand Identity: The Storytelling Framework
Maatimatu is a community-owned brand from Araku Valley, where raw materials are ethically sourced from the forest and sustainably crafted by indigenous artisans. Nestled amidst the mountains, the brand embodies a deep connection between nature and the local community.
The logo reflects harmony and togetherness, an enduring relationship between the land and the people who have nurtured it for generations.
Impact and Future Potential
Immediate Impact
Increased Artisan Income
By eliminating middlemen, profits went directly to the communities.
Community Empowerment
Artisans gained skills in branding, pricing, and digital sales.
Consumer Awareness
Ethical marketing positioned these handcrafted products in premium markets.
Future Potential and Scaling
Expanding Beyond Araku Valley
Scaling the business journey model to other indigenous communities.
Partnerships with Ethical Marketplaces
Collaborating with brands that align with sustainability.
Blockchain-Based Product Authentication
Ensuring complete transparency in sourcing and impact.
