kashmir carpet-industry urmila-c49
DESCRIPTION
Kashmiri Carpet IndustryTRANSCRIPT
Urmila HajareC-49
Kashmir Carpet
Industry
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
Export Statistics
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
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
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
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
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)
Target Market Cont....I
NTERNATIONAL
MARKET
To Developing and Cold countriesSpain
Brazil
Mauritius
Mexico
Singapore
Canada
Switzerland
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.
References
• http://awaazekashmir.in/live/wp-content/uploads/2013/06/33_1841152939_StudyonFactorsLeadingtoSocio-economicissuesofWeaversinHandmadeCarpetIndustry.pdf
• http://worldtop10.net/top-10-coldest-countries-in-the-world/
• http://www.academia.edu/6465407/carpet_export_promotion_council
Thank You