Baan Tawai Case Study
The wood carving products from Baan Tawai was successfully presented in China (Shenzhen) International Toy & Gifts Fair during October 21-24, 2010. There were more than 20,000 customers visited and bought all the products from Thai Life Pavilion booth. Moreover, there were franchising orders and about two full-containers products orders directly from this fair. Products that gain highest famous are furniture items like cupboards and tables and decoration items like lamps, painting and wood carving products.
For more than 40 years, Baan Tawai has produced wood carving products. It started with three village founders, Pho Naan Daeng Puntusa, Pho Jaima Inkaew and Pho Huen Puntusart who had left Baan Tawai to learn how to carve at Nomsilp, a manufacture shop on Wua Lai Street, Chiangmai Gate around in the late 1950’s. They brought their new found skills back to Baan Tawai. The village gradually became renowned for its woodcarving expertise.
Baan Tawai has integrated the OTOP (One Tumbon, One Product) three philosophies; from the folk wisdom to global, self-sustain with creativity, and human capital development. Baan Tawai produces their products from local raw materials, implements quality controlling, and creates a unique cultural identity.
Product does not only mean tangible aspect, but also includes thinking process, management, natural and environmental preservation, Thai wisdom preservation, tourism, culture, tradition, folk wisdom value added, learning process, in order to become a unique identity product.
According to Chinese market, Baan Tawai carving is comparable to world handy craft, which will not only sell itself, but could also sell our Thai culture, wisdom, and Chiang Mai heritage. This OTOP strategy has been a good sign for other communities to stimulate and drive their products into international market.
Reference: Industry Journal March-April 2011
