kashmir carpet-industry urmila-c49

12
Urmila Hajare C-49 Kashmir Carpet Industry

Upload: urmila-hajare

Post on 02-Dec-2014

97 views

Category:

Small Business & Entrepreneurship


0 download

DESCRIPTION

Kashmiri Carpet Industry

TRANSCRIPT

Page 1: Kashmir carpet-industry urmila-c49

Urmila HajareC-49

Kashmir Carpet

Industry

Page 2: Kashmir carpet-industry urmila-c49

Indian Carpet Industry

• Hand knotted carpet sector• 2500 carpet manufacturing units (Organized : Only 200)• 2 million rural worker• Indian Handmade Carpet Industry ranked No. 1 in international

market• More than 90% of production exported• Developed countries consume 88-90% of exported carpet• 76% consumption: USA and Germany

Page 3: Kashmir carpet-industry urmila-c49

Export Statistics

Page 4: Kashmir carpet-industry urmila-c49

ProblemsMajor Issues• Raw material unavailability• Raw material price• Scattered Industry• Shortage of carpet weavers :

3.74 lakhs in 2003 to 1.60 lakhs in 2013

• Weavers shifting to NREGA scheme: Rs200 /day as wage

• Lack of modern production facilities for dyeing, washing, processing, designing

• Internal Competitors : Rajasthan, Punjab, Uttar Pradesh, Andhra Pradesh, and Himachal Pradesh

• External Competitors: Iran, Pakistan, China, Turkey

Ground Level Issues• 60% weavers facing health ailments: knee pain, back ache, asthma, rashes etc. • Debt cycle• Less daily wages :Rs 50• Militancy• Child Labour below 18 years of age• Less banks to take loan

Page 5: Kashmir carpet-industry urmila-c49

Competitor Analysis

World Market of Handmade Carpets (US$ Million)

Countries Producing Carpet

2007 2008 2009 2010 2011

Iran 599.80

582.32

577.10

547.66 520.7

China 412.23

400.48

399.11

365.11 345.89

India 456.9 389.65

381.73

378.09 340.87

Pakistan 150.50

147.20

141.02

125.70 121.70

Nepal 239.92

233.79

227.80

202.54 121.70

Turkey 130.87

109.58

108.98

101.19 96.73

Oldest More ornate and decorative details Loosely spun silk: "blooms" or opens up sooner

Iran Carpet Industry

Page 6: Kashmir carpet-industry urmila-c49

Rearing ReelingTwistingAt one place

Fairs n exhibitions, Conducting Trade Meets & Surveys, Providing Dispute Settlement Mechanism, Information Dissemination, Opening of Training Centres throughout India

INITIATIVE

GOVERNMENT

Page 7: Kashmir carpet-industry urmila-c49

Brand Promotion & Product Marketing

Focus on in-country consumption

More Exhibitions

Training them of the trends in international markets

Financial institution can help by providing adequate finances

Decreasing the role of middleman by Gov. buying directly

Health check-up camps

care instructions on the usage of carpet to the buyers / Importers

Educational programs for children and illiterate adults

Reduce Paleness & odour problem in latexing by usage of polymer sheets

Loan for installation of computers for design, development & colour combination for exports

duty free import of silk yarn

Solutions

Page 8: Kashmir carpet-industry urmila-c49

Target MarketINDIAN

MARKET

Geographic Demographic(high income)

Behavioural Psychographic

Rajasthan Mumbai,Pune,Bangalore

Ethnic Interior decoration

Status Symbol

Punjab,Lucknow

Esteem

Himachal Pradesh (cold area)

Page 9: Kashmir carpet-industry urmila-c49

Target Market Cont....I

NTERNATIONAL

MARKET

To Developing and Cold countriesSpain

Brazil

Mauritius

Mexico

Singapore

Canada

Switzerland

Page 10: Kashmir carpet-industry urmila-c49

Strategy to catch market4P’s Product- Kashmiri carpets Place- Home Furnishing Stores and in upper class suburban areas Price- Specialty hand made rugs can cost from 10,000 to 25,000 rupees or less Promotion- TV ads and Newspaper, Internet etc.

4C’s Customer solution- One on one with the customers. Employees will sell the carpet direct to customer Customer’s cost- Cost according to customers preference Convenience- Buy online as it’s easier in suburban areas Communication- TV and newspaper, Internet etc.

Page 12: Kashmir carpet-industry urmila-c49

Thank You