Hyderabad: The importance of marketing for the success of a product needs no debate. It has been well established that regardless of how good a product maybe, without an equally good marketing, it won’t be successful. Ghulam Aslam Siddiqui has a similar story to tell us: The turnaround story of Bidri metal craft, which was dying for the want of patrons.
“Our family has been in the business of selling Bidri works since the days of my grandfather Ghulam Gaffar Siddiqui. I have always wanted to find ways to revive this 500-year-old metal craft. After completing my graduation in marketing, I found that the craftmen have not adapted themselves to the changing times and have been making the same old products. So I studied what the current generation wants and got those products made at our factories,” said Mr Siddiqui, adding that they employ 70 people.
For those who are not familiar with this, Bidri art is a 500 year old metal handicraft in which the basic material is an alloy of zinc and copper. The design is etched on this material to be later lined with silver, to give it that royal look.
Mr Siddiqui’s grandfather Ghulam Gaffar Siddiqui — hailing from Bidar — had set up his shop in Hyderabad after 1947 and had supplied artefacts to the Nizam and the Salar Jungs.
“Heavier products, which were manufactured in the olden days, made them pricey. So we have cut down on the weight to make the products affordable. The result is that we have products that suit all pockets.”
Mr Siddiqui used the potential of internet to promote Bidri further. “We have Bidri products on almost all major ecommerce sites. Also in global auction sites, Bidri products get a good premium,” he explained.
In Hyderabad, Mr Siddiqui said almost all multinational companies and star hotels are his clients. “We do customised Bidri works and provide the work as per client’s requirement,” the young man explained.
However, in the Nizami Hyderabad, artefacts which sell the best are Hookahs and Suraheis (water canisters).
When asked why he doesn’t add more outlets to his only shop at Gunfoundry, Mr Siddiqui said they did not see the need to open any more outlets in Hyderabad as the existing one is catering to the demand.
However, he was quick to add that they are open to setting up exclusive stores in metropolitan cities like Mumbai, Delhi and Bengaluru.
In the coming days, Mr Siddiqui claims he would be focusing on making Bidri craft an integral part of interior designing. The 3.0 of Bidri art has began.
