Taking Etikoppaka toys to the next level

Modi spoke of the toys in his Mann ki Baat radio broadcast

toy-collage

Shiny water jars, grinding bowls, shepherds, sparrows or spinning tops---the lacquer wood toys from the tiny village of Etikoppaka on the banks of Varaha River in Vizag occupy a pride of place in India's craft heritage. The delightful little toys from Etikoppaka, with a tradition going back to 400 years, was even GI-tagged in 2017. CV Raju---an agriculturalist from Etikoppaka who revived the use of natural dyes, was praised by Prime Minister Narendra Modi in his Mann ki Baat radio broadcast on August 31 to propel India's toy-making industry. 

But Raju believes there is a lot more work left to position Etikoppaka toys in the global market. 

"In order to meet the export-import requirements of US and Europe, we need heavy metals certification. Otherwise the GI tag is useless," says Raju on the phone from Andhra Pradesh. Heavy metal analysis is crucial for exporters to assure international markets that the toys do not contain substances like barium, cadmium and lead.

The export of Etikoppaka toys had come to a halt in 2007 when the artisans could not procure heavy metal certification. "National Biodiversity Authority which endorses the wood we use, the Indian Institute of Toxicology Research and every other national organisation of the kind are not coming together to issue this certification which has become more than relevant now," says Raju who is busy preparing proposals for concerned Central ministries for support and what he calls to take the craft of making  Etikoppaka toys "to the next level". 

For the longest time since early 1910s, the use of natural, tree-based dyes and traditional toy-making methods were replaced by synthetic chemicals and cheap plastic toys, including the use of titanium dioxide in the lacquer. Migration of artisans to urban areas as unskilled labourers was another regressive trend. Raju and his family estate in Etikoppaka village have been responsible for restoring the use of plant-based dyes using innovative methods apart from working with the Crafts Council to test the toxicity of the dyes produced anew. He also worked with the forest department to increase the availability of the soft Ankudu wood used for making the toys found in every Telugu home in India. He began a cooperative association of artisans called “Padmavati Associates” to implement new tools and ideas to go back to the tradition of making vegetative dyes. 

While these changes improved the lives of artisans and the international prices of toys from the region, 95 per cent of the domestic toy market was soon dominated by Chinese variety in later years. The Sino-Indian border dispute and a growing demand for banning import of Chinese toys is expected to boost India's toy-manufacturing capabilities. 

But Raju knows there's a long way to go before all toys from India can be as qualitatively superior as the soft, round and polished ones in Etikoppaka. Craftsmanship is not elevated to the stature of science here.

"We need an experimentation and research centre in the village. There is a need to impart skills and knowledge to the next generation by rejuvenating the craft center to a level of interpretation, archiving and experimentation. The use of natural dyes needs to be diversified for other applications including fabric, furniture, interiors as well as pottery," says Raju. 

 

📣 The Week is now on Telegram. Click here to join our channel (@TheWeekmagazine) and stay updated with the latest headlines