Pinaki Dasgupta

For
HEPC (05/12/2014)

INDIAN HANDLOOM: ROAD MAP TO A

SUSTAINABLE GROWTH MODEL

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Top 10 Exporting (from India) Countries

Value in Rs.
April-August April-August
Country
2013
2014
% growth
USA
3714557095 2611594182
-29.69
UK
621185238
738032603
18.81
GERMANY
680219865
711157582
4.55
ITALY
355199785
442638950
24.62
FRANCE
374774083
427907164
14.18
SAUDI ARAB
486137748
315558513
-35.09
AUSTRALIA
308867869
291630417
-5.58
JAPAN
339963728
256684081
-24.50
NETHERLAND
384150877
252711089
-34.22
SPAIN
224415951
200205063
-10.79
Total
7489472239 6248119644
-16.57

-Signs of possible call to be taken

-Major

ISSUES

Composition of cloth production

Input cost ranking in five countries

LETS SEE THE HANDLOOM CLUSTERS

WHAT IS THERE IN IT
20+ clusters with so many to choose from
How does the international buyer choose?
What is the single promise?
Is there a multiple number of products to
choose from?
We need to find a way out

Why home textiles?

CHALLENGES
Lack of visibility
Low on aesthetic sense
Needs a strong online presence
We will need to focus on a business to
business portal exclusively focusing on the
exporters
We will need to create an online domain and
in todays age cannot afford to ignore the
power of digital

POSSIBLY A FILTER

WHAT CAN BE THE DIFFERENTIATOR?

Product Quality

Made in India

Design

The fabric/design

OR IS IT ALL!
HIGH
HIGH

PRICE

LOW

QUALITY

LOW

WHAT DOES MADE IN INDIA STAND FOR?

Made
in
India

MADE IN INDIA
Can be a premium brand
Leverage on the design and the fabric
Leverage on the range
Leverage on the GI*

* Geographical Indication

WHAT HAVE WE DONE WITH THEM

1 Pochampally Ikkat

Andhra
Pradesh

Registered

2 Chikankari

UP

Registered

3 Pipli Applique work

Orissa

Registered

4 Upada Jamadhani

Upada, AP

Registered

AND MANY MORE UNDER REGISTRATION PROCESS

HOW DO WE COMPETE WITH?

CHINA

BANGLADESH

SRI LANKA

QUALITY
PRICE
INNOVATION

VIETNAM

OTHERS

COUNTRY OF
ORIGIN

WHAT CAN BE THE VALUE DIFFERENTIATOR?

Is it quality?
Is it design?
Is it the range?
Is it the Made in India label
What does this stand for?

MY OBSERVATIONS

Leverage the Brand India label through

High Value High Price Entity

Through

Retail Outlets

Fashion Shows
Associate with high end events like:

(High end retail outlets in Europe or USA branded

Davos Economic Forum

Cannes
Lifestyle events

Showcase product samples at high end locations like

Five star hotels

Lounge
Airport terminals with high international tourist inlet like Mumbai and Delhi
These are not selling points necessarily but high end point of promotion
outlets

Made
in
India

The clusters are

leveraged through an
umbrella brand

Stands for quality and

superior design

Leverage the history,

legacy and the
STORY

CREATE A STORY AROUND THE PRODUCT AND

THE HAND WOVEN IN INDIA ASPECT- HISTORY,
HERITAGE AND LEGACY

THANKS