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Indian art material Industry is a vast scattered market consisting of different variety of attractive products like different types of brushes like synthetic brushes, painting brushes, artist brushes, Oil pastels, crayons of different types, painting accessories, poster colours, fabric colours, liquid water colours, colour pencils, drawing books, colouring books, easel boards, canvases, palettes, markers, paints, coloured chalk and many more. The industry is said to capture maximum business from the consumer market directly, which accounts to 70% of their revenue.

The core Indian art material market of around Rs 500 crore is said to be growing at a rate of 4 - 5 % but there is intense competition in this industry as the industry is highly unorganized which proves to be a downfall for this sector. With the duty rates coming down the art material imports have risen sharply in the last couple of years and several Chinese and Korean brands are available in the market. International majors like Faber Castell etc have also ventured into the market. Maximum competition has come in the school colour range where the Indian manufacturers like Camlin Limited who has been in this venture for years, Pidilite Industries who has launched a new range of art materials for children (crayons, water and tube colors, etc) under it’s Acron brand and others had to reduce prices to fight competition. There was almost 15-20% reduction seen in prices since the last 5 years.

The Indian manufacturers have to face a tough time in the market. The threat of new entry affects the firms already existing in an industry and if a new rival can easily get in, then the market becomes more competitive, hence the firms must put some barriers to stop others from entering. Now the Indian firms also have the burden of VAT, which is levied by the Indian government at a flat rate of 4%. The only tools in their hands are manufacturing new, innovative and attractive products in the market that compel the consumers to buy their products. Also branded goods have a hold on top of unbranded goods, as now people prefer to buy branded products expecting satisfaction of a good quality product. But in a developing country like India still this phenomenon is not put much into practice, the middle and lower class still prefer to buy the cheap imported goods as their low price factor is indeed a tempting offer. But with proper awareness and guidance the Indian consumer’s opinion can be reversed. The existing leaders should create a brand identification, the new entrants thus will have to try and take satisfied brand loyal customers away from the leaders which makes it a difficult task for them to conquer.

Also new marketing activities like new products being introduced to serve different market segments are being implemented to strengthen the brands. In the children’s product sector too many brand ambassador products are seem to be working well. For e.g., it is seen that children prefer to buy products with cartoon character’s photographs or gifts attached as compared to others. In 2005 too such products sale show an uptrend curve rather than the normal art material products.

Today the market has expanded and it’s not a child’s play anymore. The threat of substitute products also comes into concern. If substitute products are readily available, then the firms are likely to suffer. The power of buyers should also be taken as a considering factor. The industry keeping in mind the innovation key in their hands can compete with the unorganized sector and imported goods sector that prevail in the market. Though many are of the opinion that through brand building initiatives, good quality and innovation mantra they have managed to survive in the industry in 2005 and plan to do the same in 2006.

The only good teachers for you are those friends who love you, who think you are interesting, or very important, or wonderfully funny. ~Brenda Ueland

The doubt demon loves artists. This sensitive bunch of individuals falls prey to it so easily, from cartoonist Charles Schulz to writer Virginia Woolf. This little demon reared its ugly head when Stephen King threw the beginnings of Carrie into the wastebasket. We all owe our gratitude to his wife, Tabitha, who picked it out of the wastebasket and encouraged her husband to keep going. Some struggling writers don’t have such champions. Many writers ask themselves: Am I good enough? Am I wasting my time? If I was really talented I would be (published, successful, rich) by now. These kinds of thoughts are evidence of the doubt demon. The doubt demon can only be conquered by a concerted effort to give it as little attention as possible. Not just by you, but by the people around you.

As a published author, and one who has been in the business for several years, it’s hard to say this, but not everyone you know will want to see your writing dreams come true. Not because they’re mean (some are), but because they are unhappy with their own life choices and don’t want to see you change or cannot share in your dreams.

Avoiding the doubt demon is basically impossible for most of us, but there is something you can do about it. When you are facing the doubt demon make sure only to speak to friends or family members who are truly invested in seeing you succeed. You can identify these individuals three ways. The:

1. Always have something upbeat to say. You say, “I just got another rejection. I must suck.” They say “No, you just sent it to the wrong editor.” If they say something like, “You get a lot of rejections maybe writing isn’t your thing,” they are not someone you want to discuss your dreams with. As artists, we know the power of the written word and how they can impact people (read any bestseller). The spoken word is just as powerful (ask any leader) and you need to protect yourself from all negative input.

2. Are basically happy. Sorry, but unhappy people can’t give you the support you need. If they’re bemoaning man troubles or their jobs they likely won’t have the energy to lift your sagging spirits. Unfortunately, the phrase ‘misery loves company’ is true. So look for happy, optimistic individuals for support. You don’t need many. One will do.

3. Make you feel good. No matter what, they are enthusiastic about your efforts, ask about what you’re up to, and are generally interested in what you’re doing. At times, when I’ve begun a story and it’s not coming together I have a friend who I always call. I know I can depend on her to say or do something that will make me feel good. If someone makes you feel bad, take them off your list.

Fighting the doubt demon is hard on your own. You need to find a cheerleader to place in your corner. As I’ve said earlier, even if it’s only one person have someone you can call to give yourself the boost you need. The wonderful thing about a cheerleader is they can come in two forms: Those who read your works and those who don’t. I know people who continue to support my writing ambitions, but who have never read any of my work. They believe in me and that’s support enough. So go out there and find your demon fighters. You deserve them.

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Types of things to watch out for with agents:

* Charging the author a fee up front, to be accepted as a client. Can be called a reading fee, or a monthly “office expenses” charge. The best agents, and most successful ones, only charge a percentage fee of royalties the author earns, typically 15%. Suppose a realtor charged you a fee to come over and tour your house before getting the listing? How quickly would you show that realtor the door. . .

* Charging back unusually large “postage and copying fees” to send out an authors’ work. One crooked agency accepts almost every client that contacts them, but in the fine print of the contract they charge “postage and handling” of up to $10 per submission they send out on your behalf. It doesn’t cost $10 to send a letter and a sample chapter of a book to a publisher. This company makes a fortune from these fees whether or not they actually successfully market any of their clients work.

* Directing authors toward specific editing services or giving authors’ names to these services. Sometimes they even own the editing service. Some agents make a significant portion of their income from referral fees from these services.

* Terms in Agency contracts with writers vary widely. Must be read carefully. Not standard at all.

* The agent contacts publishers pretty much at random. The agent’s value to you is in the relationships they have with publishers, so that if the publisher hears from them, they know the book is worth taking a look at. Ask to see copies of rejection letters that come back from publishers. If it looks like just a form letter response, rather than a letter you would send to an acquaintance, you can bet the agent may be just picking names out of a directory of publishers.

* Puts forth a weak effort or gives up on the client’s project after a few months. You have a right to ask how active the agent is going to be. How many publishers are they going to contact, how will they follow up? You also have a right to periodic reports as to whom they have contacted and the results. You must determine how much time and attention they are really going to give you.

Another reason it is imperative to have a reputable agent is that the publishing house typically pays the agent, who deducts their “cut” and sends the remainder it to the author. It’s a frightening thought that a less than honest person gets their hands on the money you’ve earned from sweat, blood, and even tears.

Find out more about agents

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