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Amity Business School ,

Subject :SECTORAL STRATEGY FOR EXPORT MARKETING


Programme – MBA General IV Sem

Indian Handicrafts - An Introduction

A walk through the time-honored gallery of Indian handicrafts showcases the cultural brilliance
and munificence of the nation. Emblematic of a country that is a melting pot of diverse
communities, customs, tribes, traditions, festivals and languages, the lineage of
Indian handicraft dates back to antiquity and captures a rich blend of functionality with artistic
ingenuity. Infusing prolific designs on timeless substrates like textiles, stone, metal, papier
mache, glass, grass, wood, cane, bamboo, clay, terracotta and ceramics, they beautifully
articulate the artistic mastery and excellence of Indian craftspersons who have inherited,
preserved and honed this ancient skill throughout the ages. Today, globally extolled for their
dynamic combination of form, design and color, Indian handicrafts enjoy a large export market,
especially in places like Saudi Arabia, U.S.A. Japan, U.K, Germany, Canada, Italy, France, to
name a few.

Popular Indian Handicraft Items

Metal Craft: Metals such as gold, silver, copper, brass and bell metal are shaped to perfection to
create an exquisite wealth of jewellery, figurines, idols, utensils, etc. These intricately crafted
items are special to Bihar, West Bengal, Kashmir, Orissa, Assam, Tamil Nadu and Kerala.

Metal Ornamentation: Use of techniques such as inlay, overlay, appliqué, etc, gives birth to the
exclusive repertoire of metal ornamentation in India in the form of Bidri – a kind of surface
ornamentation relived with silver and gold inlay, and Enamelling – an artwork where surfaces of
various metals are subjected to color treatment and etchings.

Pottery & Stone Craft: A distinguishable variety of utilitarian and decorative products are
fabricated by potters and craftsmen of Alwar, Bikaner, Jaipur, Kutch, Saurashtra, Kangra,
Meerut, Hapur, Khujra, etc, under this handicraft category.

Stone Craft & Marble Inlay Work: Stones in different shapes, sizes and colors are sculpted,
inlaid and polished to produce an artistic range of utensils, statues, candle stands, medicine
grinders, lampshades, etc. This craft is extensively practiced in Bihar, Varanasi, Tamil Nadu,
Rajasthan, Agra and Vrindavan.

Terracotta: Baked earth is shaped to produce a laudable variety of containers, jars, stools,
statues, tiles, jewellery, etc.

Wood Craft: Craftsmen of Jammu & Kashmir, Uttar Pradesh, Gujarat, Karnataka and Kerala
use different types of wood like Rosewood, Sandalwood, Teakwood and Shisham to produce
items like furniture, toys, wall plaques, idols, etc.

Precious & Semi Precious Stones: Indian craftsmen exhibit their creative mettle by carving an

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

eye-catching collection of jewelery using precious and semi-precious stones such as pearls, ruby,
sapphire, amethyst, lapis, lazuli, etc.

Paintings: From floor paintings, wall paintings to phad paintings, Indian handicraftsclasps it
all. Of special mention are the Miniature Mughal Paintings of Rajasthan and Uttar Pradesh, and
Madhubani Paintings of Bihar.

Textiles: Skillful weaving techniques, vibrant colors and inventive designs combine to bring out
the fascinating textile based handicrafts of India. Popular handwoven fabrics include silk,
brocade and figured muslin, and popular handprinted textile motifs include block and screen
painting, kalamkari, batik, and bandhanis.

Cane & Moonj: Drawing on the spirit of rural India, Indian artisans create an inimitable line of
cane furniture and moonj baskets that are traditional in outlook but comes with contemporaneity
functional utility.

Carpets & Durries: The floor coverings of India, especially Indian carpets with their brilliant
colors, fine weaves and unmatched designs are a rage in the global market. Premium quality
carpets in India are available in three varieties – Persian, Turkoman and Aubusson. Even durries
and jute floor coverings of India are famed for their brilliance in quality and appeal.

Handicrafts Export Markets In India

Labor-intensive in nature, the Indian Handicrafts and Gifts Industry is a major revenue
generator of the country providing employment opportunities to more than 6 million craftsmen
throughout India. Today it enjoys a strong presence in the world market with a turnover of USD
1.9 billion. It has also shown a consistent annual growth rate of more than 15 per cent over a
period of 10 years, with a steep rise from a mere 3.6% to a 10% share in
global handicraft exports. Major Indian states that contribute to exportation of
various handicraft items are Andhra Pradesh, Uttar Pradesh, Rajasthan, and Gujarat. Moreover,
popular handcrafted gift items manufactured and marketed from India includes vases, candle
stands, Christmas ornaments, pen stands, brassware, papier mache gift items, ceramic pots and
handmade paper products in matchless variety and designs.
Defining Handicrafts:
Definition According to United Nations Educational, Scientific and Cultural
Organization/Information Technology Community (UNESCO/ITC) International Symposiumon
“Crafts and the International Market: Trade and Customs Codification”, Manila, Philippines,
October 1997:
Handicrafts can be defined as products which are produced either completely by hand or with the
help of tools. Mechanical tools may be used as long as the direct manual contribution of the
artisan remains the most substantial component of the finished product. Handicrafts are made
from raw materials and can be produced in unlimited numbers. Such products can be utilitarian,
aesthetic, artistic, creative, culturally attached, decorative, functional, traditional, religiously and
socially symbolic and significant.

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

Definition according to Govt. of India:


Handicraft can be defined, which is made by hand; should have some artistic value; they may or
may not have functional utility.
The Importance of Handicrafts:
The Cultural Importance:
Handicrafts play very important role in representing the culture and traditions of any country or
region. Handicrafts are a substantial medium to preserve of rich traditional art, heritage and
culture, traditional skills and talents which are associated with people’s lifestyle and history.
The Economic Importance:
Handicrafts are hugely important in terms of economic development. They provide ample
opportunities for employment even with low capital investments and become a prominent
medium for foreign earnings.

overview
India is a country of rich culture, history and traditions. India is one of the major producer and
supplier of Handicrafts products in the world. India has been major producer and supplier of
handicrafts products since very long time. Before the industrial development, this art and
industry was a potential economic advantage for the country.
During recent years, the importance of handicrafts has been surged due to their cultural and
financial values. The small scale industries - including handicrafts can play a major role in the
development of the economy of both developed and the developing countries equally. The 90-
95% of the total industrial products of the world are produced in small workshops run by less
than 100 people. For instance, Japan, which is at the peak of the economic development, has
considered 84% of the its industries as small and medium scale industries. In countries such as
India and China, handicrafts are as high as the mechanized products in quality and volume, and
are a major source of their foreign earnings. These countries are focusing on the development of
handicraft industry, in order to strengthen the economy.
The Indian handicrafts industry is highly labor intensive, cottage based and decentralized
industry. The industry is
spread all over the country mainly in rural and urban areas. Most of the manufacturing units are
located in rural and small towns, and there is huge market potential in all Indian cities and
abroad. Handicraft industry is a major source of income for rural communities employing over
six million artisans including a large number of women and people belonging to the weaker
sections of the society.
The Handicraft sector is highly creative sector and produces large variety of crafts products. This
industry is localized segment of the domestic and international market. In India the production of
craft products are done on both large and small scale. Because of low capital investment people
can start their business on small scale. Through this flexibility the demand and supply can be
managed.
Though Indian Handicraft industry is considered a cottage industry, but it has evolved as one of
the major revenue generator over the years. There has been consistent growth of 15% over few

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

years and the industry has evolved as one of the major contributor for export and foreign revenue
generation.
There is huge demand for the Indian Handicraft products in both national and international
market. To match the demand and supply with quality, there is need to have greater
technological support and innovativeness with the uniqueness in industry.

Key Facts Of Indian Handicrafts Industry


o India’s rich cultural diversity and heritage provides a unique and huge resource for
developing craft products.
o The Indian Handicraft Industry is showing continuous growth rate of 20% every year.
o Handicrafts industry is one of the important segment of decentralized sector in India.
o Major parts of industry operates in rural and semi urban areas throughout the country and
has potential Indian and International market with around 67000 exporters to tap the
market.
o According to the national census of handicrafts, undertaken by the National Council for
Applied Economic Research the value of handicrafts produced last year were of
Rs.26,213 Crore.
o This Industry provides huge employment opportunities to artisans that include women
and people belonging to backward and weaker society. This is one of the major source of
income there.
o The Indian Handicraft Industry is a $100 billion industry worldwide.
o India’s contribution in world market is 1.2%
o The total exports of crafts items: - Rs. 13412.92 Crore.
o Industry’s share in India's exports:- 1.51 %
o Inspite of having diversified products, some part of Indian market are still untapped and
market is price sensitive.
o Products are high priced in big and metro cities, which are beyond, reach of people
belonging middle and lower middle class.
o Craft producers have to compete on price, quality and delivery for different segments.
o There is poor promotion for craft products in national market.
o There is lack of awareness about new traditions and among craftsmen and there is need of
technological support and training.
Classification:
Handicrafts industry comprises diversified products portfolio and there is large variety available
in market. Handicrafts products can be distinguished into following:
Metal ware, Wood ware, Hand printed textiles, Embroidered and crocheted goods, Shawls,
Carpets, Bamboo products, Zari goods, Imitation jewellery, Paintings, Earthenware, Jute
products, Marble Sculpture, Bronze Sculpture, Leather Products and other miscellaneous
handicrafts.
Exports
Handicraft Industry has evolved as one of the major contributors for Export and foreign
earnings:-

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

o Exports of handicrafts including hand knitted carpets during 2005-06 were Rs.13412.92
Crore.
o Export items- Art Metal wares, Wood wares, Hand printed textiles, Embroidered and
Crocheted goods, Shawls as art wares, Zari goods, Imitation jewelry, Carpets, Leather
products, Jute products, Paintings, Bamboo products, Earthen ware, Marble Sculpture,
Bronze Sculpture etc.
o India's major export markets are USA, Germany, UK, France and Japan, Saudi Arabia,
Canada, and Italy et
Characteristics of Indian Handicrafts for exports; as defined by Govt. of India are:
o They are quota free and neutral to fiber content or composition, barring 100% silk.
o They include Garments, Made-up and clothing accessories.
o Are produced in cottage industries.
o Should not have zippers.
o Must be ornamented using any one or more of the following Indian folk styles.
o Hand painting, Hand printing, Batik, Tie and Dye, Kalamkari.
o Hand embroidery, Crocheting.
o Appliqué work of sequins, wooden or glass beads, shells, mirror, ornamental motifs of
textiles materials.
o Extra wrap of welt ornamentation of silk, art silk or zari threads.
o Should conform to shape and styles of each item as defined in the agreed list of different
countries.
o Should satisfy the dimensional aspects.
Tariff-non-tariff Policy:
Except for 9704, all the items under 97 attract a total import duty of 35.2 per cent. This includes
a basic duty of 35 per cent and a special additional duty of four per cent. Items under 9704 do not
attract any import duty.

SWOT Analysis:Handicrafts Industry

Strengths:
o Large, diversified and potential market.
o There is large product variety and range is available because of diversified culture.
o It has strong, diversified and supportive retail infrastructure.
o Diversified product range that service different market.
o Cheap labor rates that result to competitive price.
o Need low capital investment.
o There is flexible production flexibility.
o Low barriers of new entry.
Advantages and Critical Success Factors:

o Easy creation and development of production centers.

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

o There is no need for macro-investment.


o ndustry provides potential sources of employment.
o Products are high value added, and handicrafts have various applications.
o It is the potential source of foreign revenue because of higher export.
Weaknesses:
o Lack of infrastructure and communication facilities.
o Unawareness about international requirements and market.
o Lack of co-ordination between government bodies and private players.
o Inadequate information of new technology.
o Inadequate information of current market trends.
o Less interest of young people in craft industry.
o Lack of skilled labor.
o Still confined to rural areas and small cities and untapped market.
o Lack of promotion of products.

Opportunities:
o Rising demand for handicraft products in developed countries such as USA, Canada,
Britain, France, Germany, Italy etc.
o Developing fashion industry requires handicrafts products.
o Development of sectors like Retail, Real Estate that offers great requirements of
handicrafts products.
o Development of domestic and international tourism sector.
o e-Commerce and Internet are emerged as promissory distribution channels to market and
sell the craft products.
Threats:
o Competition in domestic market.
o Balance between high demand and supply.
o Quality products produced by competing countries like China, South Africa.
o Better Trade terms offered by competing countries.
Increased and better technological support and RandD facility in competing countries.

Handicraft Concerns

o Inspite of having diversified products, some part of Indian market is still untapped and
market is price sensitive.
o Products are high priced in big and metro cities, which are beyond the reach of people
belonging middle and lower middle class.

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

o Craft producers have to compete on price, quality and delivery for different segments.
o There is poor promotion for craft products in national market.
o There is lack of awareness about new traditions and among craftsmen
o It is difficult to balance the cultural and commercial value of handicraft products.
o Inadequate supply chain management and distribution reduces the sector’s commercial
viability and economic sustainability.
o Lack of Technological support and training.
o Lack of Research and development for key handicraft sectors like, ceramics, paper
making etc.
o There is shortage of skilled craftsmen and labor to match the competition
o Lack of ability to produce in large scale and create economies of scale.
o Inadequate material testing and performance measurement.
o Inappropriate energy supplies to rural and sub-urban areas.
o Untapped and inaccessible market due to poor transportation infrastructure.
o There are inadequate training centers to develop skilled craftsmen.

Possible initiatives

The primary objective is to create an environment that helps the industry to compete on the
global basis.
 To build the environment that will focus on: Wealth Creation, Infrastructure Development,
Training, Technological Development, and Poverty Alleviation etc. to enhance the sector
performance.
 Awareness should be increased among craftsmen and customers through Trade Events,
Seminars, Craft Forums and advertisements.
 More training centers should be opened to provide proper training to craft persons.
 There should be more trade shows to facilitate craft producers to access the market.
 Transportation infrastructure should be improved to access the untapped market that would
be beneficial to reduce the transportation cost.
 Promotion of cultural tradition and heritage.
 Promotion of Indian Tourism to attract the foreign customers.
 Developing technologies to recycle natural resources to produce new products and ensure
waste minimization, product durability and reliability.
 Promoting Partnership and collaboration with private sector

Value Addition for Handicrafts

By implementing following model, the performance of Handicraft Industry can be improved and
the greater Value addition can be done:
o Identify the Potential Market
o Making Effective Business Plan and Refinement in existing business

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

o Test Marketing to test the initial potential of new products in market


o Effective Operational and Technological Upgradation
o Hiring skilled manpower, provide training and awareness about latest technology and
market trends and effective management.
o Hiring skilled manpower, provide training and awareness about latest technology and
market trends.
o Cost Effective Production, Maintain Quality Standards, and Packaging.
o Set the Costing and Pricing with Quality taken to be consideration
o Cost Effective Distribution Development using both Physical and Electronic Distribution
Channels (Internet, e-Commerce)
o Both National and International Market Development for better Export and Foreign
Revenue

Councils

All India Handicrafts Board:


The All India Handicrafts Board was established in 1952 to suggest various solutions for
improvement and development in Handicraft Industry. Formulation of Plans, Assistance to State
Govt. for planning and execution of schemes, and providing assistance for Marketing, Financial,
and Organizational aspects of Handicrafts Industry.
State and Union Territories:
Every State and Union territories has different department for the development of Handicrafts
Industry. Marketing, Promotion, Financial Aid to Small Scale Industries, and other programs are
the functions of State level corporations.
Central Corporations:
The Handicrafts and Hand looms Export Corporation of India: It was established in 1962.
Exports Promotion, Development of potential market execution of Whole Sale and retail Orders
are major functions of organization.
The Central Cottage Industries Corporation Pvt. Ltd.:
It is a registered society that runs Central Cottage Industries Emporium in New Delhi, Mumbai,
Kolkata, Chennai to sell the Handicrafts products.

The All India Hand loom Fabrics Marketing Cooperative Society Ltd.:
This Cooperative Society is supported and promoted by All India Hand loom Board. It has
various hand loom emporiums in all metro cities, Chandigarh, Ahmedabad, Hyderabad etc. and
few branches in New York, Singapore etc.
All India Organizations:
All India Textile Handprinting Industries Federation:
1106 Prasad Chambers, Swadeshi Mill Estate, Mumbai, India.
All India Federation of Zari Industry:
Safe Deposit Chambers, Surat, Gujarat, India.
All India Carpets Manufacturers Association:
Post Box No. 63, Bhadohi, District Varanasi, Uttar Pradesh, India.
Export Promotion Organizations and Councils:

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

The All India Handicrafts Board (West Block VII, R.K. Puram, New Delhi- 110022):
This organization is responsible for Export Promotion, Market Development, and Arranging
Exhibitions etc.
The Gem and Jewellery Export Promotion Council (D-15, Commerce Centre, 4th Floor,
Tardeo Road, Bombay- 400001):
This Organization is responsible for the promotion of Jewellery, Diamond, Stones, Pearls craft of
the country.
The Handicrafts and Handlooms Export Corporation of India (Jawahar Vyapar Bhavan,
Anex-I, Tolstoy Marg, New Delhi 110001:
It is Govt. undertaking and responsible for exports efforts of private sector promote Indian
Participation in International Exhibitions.
The Handloom Export Promotion Council (123, Mount Road, Chennai- 600006):
It works for the export promotion of Indian Handlooms in the country.
The Indian Institute of Foreign Trade:
It provides Training Courses and publishes various survey reports.
The Trade Development Authority of India:
(Bank of Baroda Building, 16 Parliament Street, New Delhi- 110001).
The Export Credit Guarantee Corporation (Express Towers, 10th Floor, Nariman Point,
Bombay-400001):
It provides exports credit intelligence, covers against various risks.
The Export Inspection Council (14/1-b Erza Street, World Trade Centre, Calcutta-
700001):
It is responsible for Quality Control Issues, and Pre-shipment Act.
The Federation of Indian Export Organization (Allahabad Bank Building, 17 Parliament
Street, New Delhi-110001) The Trade Authority of India (Pragati Maidan, New Delhi-
110001):
It was started in 1977 and works for exports and trade promotion and development.
Private Organizations/Promoters:
Calcutta Puppet Theatre (20, Bijan Setu Ballygunge, Calcutta 700 019, West Bengal)
Indian Arts Theatre (No. 2283, Sector 35-C, Chandigarh, Punjab)
Indian National Trust of Art and Cultural Heritage (Tamil Nadu Chapter)
855, Mount Road, Madras 600 002, Tamil Nadu; Phone - 838111, 4918943

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

MEMBERSHIP OF THE COUNCIL

The membership of the Council rose from 35 in year 1985-86 to 6205 in 2009-10.

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

EXPORTS OF HANDICRAFTS

The export of handicrafts (other than hand knotted carpets) was merely Rs.
387.00crores during the year of establishment of the Council i.e. 1986-87 rose to
level of Rs.8718.94 Cores in year 2009-10.

(Rs. in Crores)

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

EXPORT PROMOTION COUNCIL FOR HANDICRAFTS

COUNTRYWISE EXPORTS DATA OF HANDICRAFTS (EXCLUDING HAND


KNOTTED CARPETS) FOR THE YEAR 2009-10

Increase/ Increase/
Rs. in Crores Decrease in US $ in Millions Decrease
% over in % over
2008-09 2008-09
S. COUNTRY
NO 2008-09 2009-10 2008-09 2009-10
.

1 AUSTRALIA 108.01 117.30 (+) 8.60 23.73 24.62 (+) 3.75

2 CANADA 234.25 248.13 (+) 5.93 51.47 52.09 (+) 1.21

3 FRANCE 361.54 386.60 (+) 6.93 79.43 81.15 (+) 2.17

4 GERMANY 744.48 782.57 (+) 5.12 163.57 164.27 (+) 0.43

5 ITALY 270.23 294.58 (+) 9.01 59.37 61.84 (+) 4.16

6 JAPAN 187.33 201.65 (+) 7.64 41.16 42.33 (+) 2.84

7 NETHER-LAND 231.77 248.70 (+) 7.30 50.92 52.21 (+) 2.53

8 UAE 478.40 517.99 (+) 8.28 105.11 108.73 (+) 3.44

9 SWITZER-LAND 111.79 121.26 (+) 8.47 24.56 25.46 (+) 3.66

10 U.S.A. 2255.75 2489.19 (+) 10.35 495.6 522.52 (+) 5.86

11 U.K. 863.11 928.06 (+) 7.53 189.63 194.81 (+) 2.73

12 LAC 132.53 144.56 (+) 9.08 29.12 30.34 (+) 5.63

OTHER
13 COUNTRIES 2203.93 2238.35 (+) 1.56 484.21 469.86 (+) 2.96

TOTAL 8183.12 8718.94 (+) 6.55 1797.88 1830.23 (+) 1.80

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

EXPORT PROMOTION COUNCIL FOR HANDICRAFTS

EXPORTS OF " ARTMETALWARES"


RS. IN CRORES

S. No. COUNTRY 2008-09 2009-10

1 AUSTRALIA 16.83 18.16

2 CANADA 33.30 33.8

3 FRANCE 54.60 58.27

4 GERMANY 165.22 174.76

5 ITALY 48.16 52.83

6 JAPAN 13.61 16.02

7 NETHERLAND 55.14 58.84

8 UAE 82.65 89.44

9 SWITERLAND 18.79 20.15

10 U. S. A. 522.91 566.11

11 U. K. 183.13 198.28

12 LAC 17.96 20.66

13 OTHER COUNTRIES 577.97 570.32

TOTAL 1790.27 1877.64

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

EXPORT PROMOTION COUNCIL FOR HANDICRAFTS

EXPORTS OF " WOODWARES"


RS. IN CRORES

S. No. COUNTRY 2008-09 2009-10

1 AUSTRALIA 15.32 16.72

2 CANADA 11.27 13.12

3 FRANCE 43.10 46.92

4 GERMANY 30.27 33.29

5 ITALY 34.57 38.24

6 JAPAN 19.05 20.16

7 NETHERLAND 30.52 32.5

8 SAUDI ARABIA (UAE) 53.58 59.90

9 SWITERLAND 15.43 17.00

10 U. S. A. 165.96 196.17

11 U. K. 70.06 78.9

12 LAC 6.12 7.46

13 OTHER COUNTRIES 127.53 156.86

TOTAL 622.78 717.24

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

EXPORT PROMOTION COUNCIL FOR HANDICRAFTS

EXPORTS OF " HAND PRINTED TEXTILES & SCARVES"

RS. IN CRORES

S. No. COUNTRY 2008-09 2009-10

1 AUSTRALIA 16.42 17.84

2 CANADA 57.18 60.43

3 FRANCE 58.52 61.95

4 GERMANY 84.21 89.76

5 ITALY 36.19 38.60

6 JAPAN 31.94 34.15

7 NETHERLAND 29.60 31.80

8 UAE 74.13 78.50

9 SWITERLAND 10.18 11.50

10 U. S. A. 304.71 330.07

11 U. K. 108.35 114.29

12 LAC 14.08 15.02

13 OTHER COUNTRIES 291.35 289.47

TOTAL 1116.86 1173.38

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Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

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EXPORTS OF " EMBRODIDERED & CROCHETTED GOODS "

RS. IN CRORES

S. No. COUNTRY 2008-09 2009-10

1 AUSTRALIA 34.07 36.72

2 CANADA 98.68 103.15

3 FRANCE 138.92 145.48

4 GERMANY 276.95 287.13

5 ITALY 68.96 74.28

6 JAPAN 31.13 33.91

7 NETHERLAND 77.83 81.58

8 UAE 144.54 153.78

9 SWITERLAND 54.37 56.91

10 U. S. A. 845.84 939.42

11 U. K. 320.24 341.41

12 LAC 50.87 54.86

13 794.58 808.22
OTHER COUNTRIES

TOTAL 2936.98 3116.85

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Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
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EXPORT PROMOTION COUNCIL FOR HANDICRAFTS

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Amity Business School ,
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EXPORT PROMOTION COUNCIL FOR HANDICRAFTS

EXPORTS OF SHAWLS AS ARTWARES


RS. IN CRORES

S. No. COUNTRY 2008-09 2009-10

1 AUSTRALIA 3.24 3.62

2 CANADA 3.29 3.77

3 FRANCE 8.64 9.6

4 GERMANY 5.77 6.64

5 ITALY 4.06 4.85

6 JAPAN 2.96 3.58

7 NETHERLAND 2.85 3.27

8 UAE 39.71 44.19

9 SWITERLAND 0.55 0.80

10 U. S. A. 12.74 15.35

11 U. K. 8.82 10.13

12 LAC 0.95 1.23

13 OTHER COUNTRIES 25.49 24.71

TOTAL 119.07 131.74

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Amity Business School ,
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Programme – MBA General IV Sem

EXPORT PROMOTION COUNCIL FOR HANDICRAFTS

EXPORTS OF ZARI & ZARI GOODS


RS. IN CRORES

S. No. COUNTRY 2008-09 2009-10

1 AUSTRALIA 1.96 2.29

2 CANADA 3.73 4.35

3 FRANCE 9.23 10.21

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Amity Business School ,
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4 GERMANY 10.11 11.25

5 ITALY 10.74 11.5

6 JAPAN 3.26 3.66

7 NETHERLAND 4.06 4.86

8 UAE 9.13 9.89

9 SWITERLAND 2.89 3.20

10 U. S. A. 46.49 50.24

11 U. K. 24.29 26.01

12 LAC 2.97 3.24

13 OTHER COUNTRIES 46.27 44.26

TOTAL 175.13 184.96

26
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

EXPORT PROMOTION COUNCIL FOR HANDICRAFTS

EXPORTS OF IMITATION JEWELLERY


RS. IN CRORES

S. No. COUNTRY 2008-09 2009-10

1 AUSTRALIA 2.81 3.59

2 CANADA 4.50 5.58

3 FRANCE 6.66 8.46

4 GERMANY 8.39 11.16

5 ITALY 9.10 11.85

6 JAPAN 11.43 14.04

7 NETHERLAND 4.42 5.33

8 UAE 6.49 9.22

9 SWITERLAND 3.92 4.72

10 U. S. A. 66.74 79.5

11 U. K. 24.66 29.62

12 LAC 1.25 1.92

13 OTHER COUNTRIES 57.91 60.84

TOTAL 208.28 245.83

27
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

28
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

EXPORT PROMOTION COUNCIL FOR HANDICRAFTS

EXPORTS OF MISCELLANEOUS HANDICRAFTS


RS. IN CRORES

S. No. COUNTRY 2008-09 2009-10

1 AUSTRALIA 17.36 18.36

2 CANADA 22.30 23.93

3 FRANCE 41.87 45.71

4 GERMANY 163.56 168.58

5 ITALY 58.45 62.43

6 JAPAN 73.95 76.13

7 NETHERLAND 27.35 30.52

8 UAE 68.17 73.07

9 SWITERLAND 5.66 6.98

10 U. S. A. 290.36 312.33

11 U. K. 123.56 129.42

12 LAC 38.33 40.17

13 OTHER COUNTRIES 282.83 283.67

TOTAL 1213.75 1271.30

29
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

EPCH Activities

• Providing commercially useful information and


assistance to members in developing and
increasing exports.

• Offering professional advice and services to


members in areas of technology upgradation,
quality and design improvement, standards and
specifications, product development, innovation
etc.

• Organising visits of delegation of its members

30
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

abroad to explore overseas market opportunities.

• Participating in specialized International Trade Fairs of handicrafts & gifts.

• Organizing Indian Handicrafts and Gifts Fair at New Delhi.

• Interaction between exporting community and Govt. both at the Central and State
level and representation in almost all the committees / panels of Central and State and
represents in almost all the committees / panels of Central and State.

• To create an environment of awareness through Workshops on "Export Marketing,


Procedures and Documentation", Packaging, Design Development, Buyer Seller Meet,
Open House etc. interaction with Central and State Govt. and various other similar
programmes.

• Dissemination of government notification, orders, information on trade and other


relevant information to members.

31
Amity Business School ,
EXPORT PROMOTION
SECTORAL
Subject : COUNCIL
STRATEGY FOR EXPORT MARKETING FOR
Programme – MBA General IV Sem
HANDICRAFTS
LIST OF COUNCIL’S PARTICIPATION IN INTERNATIONAL FAIRS
&
EXHIBITIONS DURING 2010-2011

DATE NAME OF THE EVENT CONTACT PERSONS


NOVEMBER,2010
24-28 Heim + Handwerk, Mrs. Mani Gupta
November,2010 Munich, Germany Tel : 91-11-26135256 Extn.: 117
Fax : 91-11-26135519
Email : intlfair@epch.com
DECEMBER,2010
4-12 AFL Artigiano un Fiera, ( Under Mrs. Lata Kannojia
December,2010 ITPO )
Milan, Italy Tel : 91-11-26135256 Extn.: 112
Fax : 91-11-26135519
Email : maiprojects@epch.com
JANUARY,2011

FEBRUARY,2011
27 Feb to 2 International Spring Fair, Mr. Sushil Agrawal
Mar,2011 Birmingham, UK Tel : 91-11-26135256 Extn.: 110
Fax : 91-11-26135519
Email : ihgf@epch.com

Membership Registration

Any person willing to venture into exports of handicrafts can become the member of the
Council. The prospective members are required to submit their application as per the
prescribed application form. The membership form can be obtained by paying Rs. 100/-
in cash/demand draft drawn in favour of Export Promotion Council for Handicrafts
payable at New Delhi.

The Amount of membership (April – March) fees are as follows:

Entrance fee in the year of enrolment - Rs. 1000/-


Annual Membership fee - Rs. 2500/-

Total (during the year of Enrollment) - Rs 3500/- + Service Tax (10.3%)

32
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

As per the rules and regulations laid down in the Articles of Memorandum and
Association of the Council, membership of the Council is a pre-condition for registration.
The registration can be obtained by you either as a 'Merchant Exporter' or 'Manufacturer
Exporter' as per documents submitted. While submitting the documents, you are
required to clearly mention that you are interested in either of the category or all as
under:-

a) Membership

b) Registration as a 'Merchant Exporter'

c) Registration as a 'Manufacturer Exporter'

Please note only the fees of membership is to be paid, even if you are interested for
other two categories in addition to memebrship. In case you have not indicated your
specific preference, you will be issued the membership only.

Every year Membership Fee is due on 1st April and payment is to be made by
30th June.Membership renewal fee is Rs. 2500/- + Service Tax (10.3%) every
year.

• If a company opts for option (b) or (c) above, a self attested copy of Import Export
Code (IEC) also needs to be enclosed with the application form.
• If the Company is a partnership firm it has to submit a Partnership Deed along
with the Application Form.
• If the company is a private limited or a limited firm a photocopy of certificate of
incorporation (Memorandum of Article of Association) and resolution deed
regarding the signing authority has to be submitted.
• If an Export House applies for member ship it must furnish a copy of Export House
Certificate.
• If a company is a manufacturer exporter it must furnish letter from District
Industries Centre (DIC) or the authority with which the factory registered or the
copy of Small Scale Industries (SSI) certificate attested by the DIC on current
date.

Services offered to Members:

Direct Marketing

• Invitation for participation in IHGF (Subject to fulfilling of the criteria of at least


one year of membership of the Council)
• Invitation of participation in Overseas Trade Fairs
• Invitation of participation in Buyer Seller Meets
• Invitation of participation in Folk Craft: Festivals of India organized overseas
• Invitation for participation in Product Specific Fairs organized by the Council

Publicity and Promotion

33
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

• Printing of Promotional Catalogues


• Creation of Electronic Product Catalogues
• Printing of product specific information booklets

Market intelligence

• Provide trade inquires/tra,Sie leads on a regular basis


• Provide latest handicrafts trade statistics

Monthly Newsletter

• A Monthly Newsletter titled "CRAFTCIL" is published and disseminate among the


members of the Council.

Representation

• Liaison with Government Department, Industry Association, Chamber of


Commerce and other similar institutions.
• Assist members in settlement of trade disputes with the buyers

Seminars/Open House Meets

• Organize awareness seminars, open house meets, workshops, on various trade


related issues
• Invitation to reputed designers/trend forecasting agencies to interact with
handicrafts members exporters

Trade Policies

• Circulars pertaining to the policy changes with respect to the sector are
disseminated regularly to the members.
• Issue of Duty Free Import Certificate (DFIC) for embellishment/ consumables to
the members (http://www.epch.in/rcmc.htm)
• Market Development Assistance (MDA) is also given to the members as per
guidelines. (http://www.epch.in/Mda.htm)

Apart from the above information regarding any development in the handicrafts sector is
disseminated to the members regularly through circulars.

The membership application forms can also be obtained from the following offices:

34
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

MS. SREEKALA KADIDAL EXPORT PROMOTION


REGIONAL CO-ORDINATOR, EPCH COUNCIL FOR HANDICRAFTS
EXPORT PROMOTION COUNCIL FOR G-1, GROUND FLOOR, "SRM
HANDICRAFTS MUTHU ENCLAVE", NO. 13,
302, 3rd Floor, Cears Plaza, HARRINGTON ROAD, 11TH
No. 136, Residency Road, AVENUE, (OPP.
Bangalore - 560001 (KARNATAKA) PACHAIYAPPAS COLLEGE
Tel: +91-80-22107367 WEST), SHENNOY NAGAR,
Telefax: +91-80-22107369 CHENNAI – 600 030
Fax: 91-80-25091298 TEL: 91-44-26680717.
E-mail: epch.blr@vsnl.net FAX: 91-44-26680718
E-MAIL: epchsr@satyam.n
et.in

EXPORT PROMOTION COUNCIL FOR O/o DEVELOPMENT


HANDICRAFTS COMMISSIONER
EASTERN REGIONAL OFFICE, (HANDICRAFTS)
53/1, SAMBHUNATH PANDIT STREET, FIRST PRE-SHIPMENT INSPECTION &
FLOOR, (OPP. BANGUR INSTITUTE OF CERTIFICATION OF INDIA
NUEROSCIENCE & PSYCHIATRY), ITEMS CHANCHAL BHUVAN,
KOLKATA – 700 071 (WEST BENGAL) NR. RAILWAY CROSSING,
KOLKATA– 700 025 MANINAGAR (E),
TEL: 91-33-24191744 AHMEDABAD-380008
FAX: 91-33-24191745 (GUJARAT)
E-MAIL: epchcal@vsnl.net TEL: 91-79-22782464

THE REGIONAL DIRECTOR (CR) O/o DEVELOPMENT


O/o DEVELOPMENT COMMISSIONER COMMISSIONER
(HANDICRAFTS) (HANDICRAFTS)
KENDRIYA BHAWAN, 7TH FLOOR, HAROON HOUSE, 3RD
SECTOR-H, ALIGANJ, FLOOR,
LUCKNOW – 226024 (UTTAR PRADESH) 294-P. NARIMAN STREET,
TEL: 91-522-2364633, 2326703, 2762376 FORT,MUMBAI-400001

35
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

FAX. 91-522-2763056 TEL: 91-22-22661959,


E-MAIL: dchcrlko@sancharnet.in 22663854
FAX: 91-22-22660911
E-MAIL: kraftind@vsnl.co
m

FEDERATION OF RAJASTHAN HANDICRAFTS JODHPUR HANDICRAFTS


EXPORTERS (FORHEX) KRISHNA EXPORTERS ASSOCIATION
APARTMENTS, SCHEME 8, VAISHALI NAGAR, (JHEA)
JAIPUR –302006 (RAJASTHAN) 5, BHAGAT KI KOTHI
TEL / FAX : 91-141-2247544 EXTENSION,
MOBILE: 91-141-5062007 OPP. NEW CAMPUS (NEAR
E-MAIL: forhex@datainfosys.net TATA MOTORS SERVICE
CENTRE),
PALI ROAD,
JODHPUR-342005
TEL: 91-291- 2721738
FAX: 91-291- 2721739
E-MAIL: thejhea@sanchar
net.in

NATIONAL CENTRE FOR DESIGN & PRODUCT SOUTHERN GUJARAT


DEVELOPMENT (NCDPD) CHAMBER OF COMMERCE &
43, OKHLA INDUSTRIAL ESTATE, PHASE-III, INDUSTRY SAMRUDDHI,
NEW DELHI-110020 NANPURA,
TEL: 91-11-26821262/65/73 SURAT- 395001 (GUJARAT)
FAX: 91-11-26821260 TEL.: 91-261-2470083,
EMAIL: ncdpd@vsnl.com 2479431
WEBSITE: www.innovativedesigns- FAX: 91-261-2472340
ncdpd.com E-MAIL: info@sgcci.com

36
Amity Business School ,
Subject :SECTORAL STRATEGY FOR EXPORT MARKETING
Programme – MBA General IV Sem

EXPORT PROMOTION COUNCIL FOR


HANDICRAFTS
1B/441, BUDHI VIHAR, NEAR HERO HONDA
SHOWROOM,
MORADABAD-244001
TEL: 91-0591-2480075/76
FAX: 91-591-2480076
Email: epchmbd@bsnl.in

In case you do not want to participate in above activities, but interested only
for trade information / in house journal i.e. CRAFTCIL, you can enroll as a
subscriber on payment of Rs.1000/- (April - March) by Demand Draft in favour
of Export Promotion Council for Handicrafts, New Delhi along with the contact
details. Please note subscriber cannot participate in Council’s activities.

37