Even at first sight, an array of Channapatna toys is breathtaking in its vibrant colour, smooth texture and basic simplicity of design. These products appeal to adults and children alike. The latter respond instinctively to the colours, the rounded contours and the basic push, pull, rattle and stack concepts which are an inherent invitation to let imagination and creativity run wild. The adults appreciate the safe, eco-friendly, non-toxic nature of the toys.
Channapatna or ‘Gombegala Ooru’ (toy town) is located 60 km south-west of Bangalore, on the Bangalore-Mysore State highway. A large hoarding on the highway welcomes you to the “land of wooden toys”. The toy industry here is a vital source of livelihood for the residents of this town. Channapatna toys can be found in every exhibition showcasing toys and goods from India. The toys are world-class in design and standards; in fact, Channapatna exports more products to Europe and the US than it sells locally!
The toy industry took roots here during the period of Tipu Sultan, in the 18 th century. He is said to have been gifted a lacquered wood toy from Persia, and was so impressed with it that he reportedly brought craftsmen from Persia to teach the art to native artisans. Those who learnt the craft settled down in Channapatna.
The toys, which are lightweight but tough, were originally made exclusively from ivory wood (Wrightia tinctoria), or hale mara as it is locally known, and coated with lacquer made from vegetable dyes. The soft white colour and easy to carve texture still makes it the preferred choice of artisans; also, the bright colours used to lacquer the wood show up easily on the surface of ivory wood.
Of late, however, the use of teakwood, rubber wood, silver wood, pinewood, sycamore and cedar has picked up. Interestingly, almost no wood is lost in the manufacturing process: carved out pieces go into the making of other toys and any surplus goes to the incense industry. The toys themselves can be recycled.
Channapatna’s lacquering process is renowned for its mix of vegetable dyes and food-grade pigments, with natural shellac residue. The natural dyes include turmeric for yellow, indigo powder for blue, vermillion or kumkum powder for orange and red, and katha (acacia tree extract) for brown.
How the toys are made
The manufacturing process sounds simple but requires tremendous skill. First the wood is procured (this has become easier now due to less bureaucratic interference and minimum harassment from forest range officers). It is then seasoned for two or three months. It is then carved into the desired shapes on a lathe and buffed with sandpaper for a smooth finish. The lacquer is applied while the wood is still hot on the lathe and the friction helps it adhere. Finally, the lacquer is spread evenly on the piece. Cactus leaf is used to file the rough edges out.
During the last decade, there was a fall in demand for Channapatna toys and craftsmen started leaving the toy trade for more lucrative ventures. The main reasons for the dip in popularity were the inability of the artisans to recognise and keep pace with changing demands in the toy scene, their inability to advertise on a mass scale and the influx of inferior, mass-produced, cheaper Chinese toys in the market.
When the quality and safety of Chinese-made toys came under the scanner, especially with rumours circulating about their use of toxic lead paint, the safe and reliable Channapatna toys found new markets.
Marketing support
Recognising the mistakes that initially pushed the industry into a decline, the Karnataka Handicrafts Development Corporation (KHDC) stepped in to provide marketing support to the Channapatna artisans. To keep them in the trade, training programmes were introduced, focusing on the rapidly changing trends globally. An Artisan Training Institute (ATI) with modern machines was set up. Efforts were made to promote the products in the domestic sector. (The general perception among Indians was that Channapatna toys were definitely not as ‘cool’ as Barbie, GI Joe or noisy, battery-operated toys.)
The Karnataka Government also constructed a Lacquerware Craft Complex, which has a manufacturing centre with about 30 turning lathe machines, at Channapatna. Prototype designs to suit modern tastes are provided by master craftsmen from the Design Centre of the Development Commissioner of Handicrafts, Bangalore. Financial assistance has been provided by the Vishwa scheme. The Dutch government is also providing aid. Many new companies are also trying to revive interest in these toys.
Utility pieces have been added to the Channapatna oeuvre. Apart from the still hugely popular Dasara sets, Bhajana Mandali groups, cooking sets, Navarathri dolls and skipping ropes, a range of toys has been introduced to entertain as well as stimulate the minds of toddlers and young children. Great Indian Trains on wheels, train engines, tops, motorcycles, rocking horses, rabbits, Hit-Me dolls, alphabet caterpillars, cricket bats and wickets sit next to Abacus models, jigsaw puzzles, building blocks, tic-tac-toe, Towers of Brahma and more. Adults can choose from useful or decorative items like salt and pepper boxes, spice boxes, coat hangers, coaster sets, key chains, mobile holders, photo frames, spectacle holders, napkin rings, towel racks, paper holders, candle stands, vases, vintage cars, chess sets, paper weights, rubber stamp holders and pretty jewellery.
In the 2015 Republic Day parade, when US President Barack Obama was the guest of honour, Channapatna toys were featured for the first time in the State’s tableau, and took home the third prize. When some toys were bought by Michelle Obama and taken back to be displayed in the White House, there was a definite upsurge in sales.
There are still many hurdles to overcome. Distributors and retailers who have come forward to stock and sell Channapatna products are unfortunately ill-informed about the products’ USP and their history. As domestic consumers are still not fully aware of the benefits of natural products and continue to hanker after the ‘foreign’ label, this can impact domestic consumption.
There are not enough toy exhibitions or fairs in India to promote knowledge of the Channapatna toy industry, and not enough awareness (even among artisans) of the few that do take place. Participation at international toy fairs or exhibitions is almost impossible as they are prohibitively costly. Most importantly, as these products are handmade, it is impossible to benchmark and standardise them, though consistency checks are conducted regularly. E-commerce — online marketing of the products — is yet to pick up.
It is not possible to put a figure on value or profits as the industry is not regularised but fragmented. But the market for the toys has definitely expanded in recent years. Prices have risen 20 per cent and the toys cost anywhere between ₹30 and ₹1,400. Several NGOs and social organisations are working with the craftspeople, trying to consolidate the industry and present it on one platform.
A worrying trend is the migration of second and third generation craftsmen to cities in search of better opportunities. Another factor that deeply distresses those trying to revive the art is the decline in the quality of lacquering, for which Channapatna was famous. One reason could be the steep increase in the price of lacquer.
Channapatna toys are protected by the Geographical Indications (GI) tag/ status under the World Trade Organisation. Not many know that one of Channapatna’s biggest customers is Microsoft, which uses the mathematical games and puzzles produced here to educate underprivileged children around the world.