To formulate the branding and promotional strategy for Handicraft Mark including media planning by 76guOsK

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									     Office of the Development Commissioner (Handicrafts)
     Government of India, Ministry of Textiles, West Block 7, R.K.Puram,
                            New Delhi-110066
                                   *****
  INVITATION FOR EXPRESSION OF INTEREST FOR CONSULTANCY PROJECT:
 “Strategy for incorporating ‘Handicraft Mark’ for Handicraft products of India”.

The Office of the Development Commissioner (Handicrafts), Ministry of
Textiles invites “Expression of Interest” (EOI) from the eligible organizations
for consultancy project “Strategy for incorporating ‘Handicraft Mark’ for
Handicraft products of India”. The details of eligibility criteria and terms &
conditions for the bids can be obtained from the website
http:/handicrafts.nic.in. This can also be collected from Sr. Asstt. Director
(R&D), at the above address at New Delhi (Phone No.26178607) from 11.00
AM to 5.00 PM on working days starting from date of publishing of the notice.

The eligible organizations may submit their bid in sealed envelopes on or
before the due date, the details of which are given in the tender document
uploaded on the website of this office.

A pre-bid conference will be held on 10th day from this notice at 15.00 hrs
(3.00 P.M.) in the Committee Room of the Office of the Development
Commissioner (Handicrafts) at the above mentioned address. In case the 10th
day happens to be a public holiday then the same shall happen on next
working day.

The bid should reach this office by 15.00 hours of 04.03.2011 .


                                     Development Commissioner (Handicrafts)
                                    Telephone No. 26177790/26178640(Office)




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                             Government of India
                              Ministry of Textiles
            Office of the Development Commissioner (Handicrafts)
                West Block No.7, R.K.Puram, New Delhi-110066


      TENDER DOCUMENT INCLUDING TERMS OF REFERENCE INVITING
         “EXPRESSION OF INTEREST” FOR CONSULTANCY PROJECT:
 “Strategy for incorporating ‘Handicraft Mark’ for Handicraft products of India”.

Background: India is one of the important suppliers of handicrafts to the world
market. The Indian handicrafts industry is highly labor intensive, cottage based
industry and decentralized, being spread all over the country in rural and urban
areas. The industry provides employment to millions of artisans, which include a
large number of women and people belonging to the weaker sections of the society.
In addition to the high potential for employment, the sector is economically
important from the point of low capital investment, high ratio of value addition, and
high potential for export and foreign exchange earnings for the country. The
domestic market is also becoming important with the increase in discretionary
purchasing power of Indians.

Increasingly buyers of handicrafts products are becoming conscious of the product
quality, originality and even the compliance norms. It is in this background the
necessity of incorporating a quality certification trademark (‘Handicraft Mark’) has
become important. ‘Handicraft Mark’ will not only address most of the
requirements of the buyers but will also support growth of handicrafts trade in both
domestic and export markets. The objective of this study is to formulate strategy for
incorporating ‘Handicraft Mark’ for handicraft products of India. Once the strategy is
ready, it will get implemented in the next phases.

Scope of the work

  1. To study all major handicrafts of India (list has been provided in Annexure 1)
     to understand the requirements of its stakeholders from the perspective of
     ‘Handicraft Mark’.

  2. To create a database for quality requirement of different countries for
     different craft/product category.

  3. To formulate vision and concept of ‘Handicraft Mark’.
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  4. To identify parameters, which should be covered by ‘Handicraft Mark’.

  5. To formulate eligibility criteria for applying for ‘Handicraft Mark’.

  6. To identify benefits to be offered to respective stakeholders and to formulate
     its delivery mechanism.

  7. To detail out overall methodology of the certification process and time frame
     for each activity.


  8. To detail out over all methodology of the certification process.


  9. To formulate the branding and promotional strategy for ‘Handicraft Mark’
     including media planning, BTL and ATL activity planning, etc.


  10. To formulate strategy to protect the image and sanctity of ‘Handicraft Mark’
      including action points to protect ‘Handicraft Mark’ against possible misuses.

  11. To detail out the investment requirement and expected benefits in a span of
      five years


ELIGIBILITY CRITERIA


     The institution / organization should be a registered entity with minimum
      ten years of existence.
     The institution / organization should have experience of delivering
      consultancy projects in Handicraft sector of India.
     Total turnover of the organization should be minimum Rupees Five Crores in
      each of the last three years.




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SUBMISSION OF PROPOSALS



 Interested parties shall submit three sealed packets clearly marked as “Packet A”,
“Packet B” & “Packet C”. All those three packets should be put in a bigger envelope
- duly sealed and clearly marked ‘Bid for Consultancy Project: Strategy for
incorporating ‘Handicraft Mark’ for Handicraft products of India’ and submitted to
Sr. Asstt. Director (R&D), Office of the Development Commissioner (Handicrafts).
The bid should reach this office by 15.00 hours of 04.03.2011.

PACKET ‘A’ SHOULD CONTAIN

     1. Name, Address, Telephone No., Fax No. and Email Address of the contact
        person for this project
     2. Years of establishment and registration details.
         (Should be supported by an authenticated copy of the Registration)
     3. Financial turnover during the last three years
         (Should be supported by audited financial accounts for the last three years)
     4. Details of consultancy projects in Handicraft sector of India
     5. Details of employees who have got relevant experience in the handicraft
        sector
     6. Copies of PAN Card and Service Tax Registration
     7. Earnest Money amounting to Rs. 50,000/- (Rupees Fifty Thousands Only)
        pledged to Accounts Officer (HQ) Office of the Development Commissioner
        (Handicrafts). The Earnest Money Deposit of the successful bidder will be
        retained as Security Deposit, while those of unsuccessful bidders will be
        refunded.



THE PACKET ‘B’ SHOULD CONTAIN

   1. Detailed approach and methodology to be followed in this project
   2. Time-plan for executing the project
   3. Manpower deployment with indicative outline of the qualifications and work
      experience of the personnel deployed
   4. Brief Profile of the organization
   5. Project experience with similar quality certification trademarks (Silkmark,
      Handloom Mark, Woolmark, Cotton Mark etc.)
   6. Project experience in handicraft sector of India

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   7. Any other information which is relevant to the assignment.


THE PACKET ‘C’ SHOULD CONTAIN


Financial Proposal: It should be a single figure in INR covering the professional fee
and all expenses. Government taxes should not be included.

NOTE:

   1. In case Packet ‘A’ / Packet ‘B’ contains financial proposal, the bid of the
       concerned organization will be rejected.
   2. Conditional bid will not be considered.
   3. Any document / page not signed shall tantamount to rejection of bid.

PRE-BID CONFERENCE:

Pre bid conference will be held in the Committee Room of the Office of the
Development Commissioner (Handicrafts), New Delhi on the 10 th day from this
notice at 15.00hrs in presence of prospective bidders / their representatives for
clarification of doubts if any. In case the 10th day happens to be a public holiday
then the same shall happen on next working day.

OPENING OF BIDS:
Packet A and Packet B will be opened on 04.03.2011 at 17.00 hours in presence of
bidders .
At first Packet ‘A’ will be opened and the bidders will be evaluated for their
eligibility criteria. If any of the bidder (s) has not submitted the required documents
and / or earnest money, their bid will also not be eligible. Packet ‘B’ will be opened
only for the eligible bidders and they will be called for a presentation at the Office of
the Development Commissioner (Handicrafts), New Delhi on 08.03.2011 at 11.00
hrs.
Packet ‘C’ will be opened only for those bidders, who are shortlisted after their
presentation. Packet ‘C’ will be opened in the presence of all shortlisted bidders on
10.03.2011 at 11.00 Hrs.

EVALUATION CRITERIA:
All the organization who are found eligible after presentation will be allowed to
participate in commercial bid opening.




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The presentation should be made on following topics :-

1. Approach and Methodology for the project.
2. Project experience with similar quality certification trademarks.
3. Work experience of the Project Lead with similar quality certification
   trademarks.
4. Experience in consultancy projects related to handicraft products of India.
5. Prior Experience of working with o/o development commissioner handicrafts.


TIME PERIOD

The selected Institution/ organization shall have to complete the project within six
months from the date of award of work.


PENALTY CLUSE

In case of time overrun beyond the stipulated period, the defaulting organization
shall have to pay a penalty @ 1% of the awarded project cost for the first month of
delay and thereafter additional 2%, 3%, & 4% for the delay caused respectively for
2nd , 3rd & 4th month, which may be adjusted from the amounts payable at the time
of final settlement.


MODE OF PAYMENT

1. 30% of the sanctioned amount as advance after awarding the project
2. 50% of the sanctioned amount after presentation of the draft report
3. 20% of the sanctioned amount once the report is accepted by Office of the
   Development Commissioner (Handicrafts) and both hard copies and soft copies
   of the final report is submitted to that office


The Office of the Development Commissioner (Handicrafts) reserves the right to
accept or reject any Bid or annul the Bidding process and reject all Bids at any time
prior to award of contract, without assigning any reason thereof.
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                                                 Annexure I

Craft Categories

     SN     Name of the craft

     1      Bidri
     2      Cane & bamboo
     3      Carpet
     4      Conch-Shell
     5      Doll & toys

     6      Filigree & Silverware
     7      Folk Painting
     8      Furniture
     9      Grass, leaf, read & fiber
     10     Horn & Bone
     11     Jewellery
     12     Leather (footwear)
     13     Leather (other articles)
     14     Metal ware
     15     Metal images (classical)
     16     Metal images (folk)
     17     Musical instrument
     18     Pottery and clay objects
     19     Rugs & durries
     20     Stone (carving)
     21     Stone (inlay)
     22     Terracotta
     23     Theatre, Costumes & Puppet

     24     Textile (handloom)

     25     Textile ( Hand embroidery)
     26     Textile (hand printed)
     27     Wood (carving)
     28     Wood (inlay)
     29     Wood (turning and lacquer ware)
     30     Zari
     31     Coir twisting
     32     Miscellaneous crafts (incl. Ivory)
            Total



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