INTERNATIONAL SEMINAR FOR PROMOTION OF EXPORTS OF INDIAN HANDICRAFTS & INTERNATIONAL CRAFT EXCHANGE PROGRAMME

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1 National Centre for Design and Product Development Development Commissioner (Handicrafts) Ministry of Textiles, Govt. of India Export Promotion Council for Handicrafts INTERNATIONAL SEMINAR FOR PROMOTION OF EXPORTS OF INDIAN HANDICRAFTS & INTERNATIONAL CRAFT EXCHANGE PROGRAMME 17TH & 18TH SEPTEMBER 2013 CONVENTION HALL, HOTEL THE ASHOK, 50-B DIPLOMATIC ENCLAVE, CHANAKYAPURI, NEW DELHI

2 BLOCK YOUR CALENDAR 17th & 18th September 2013 SEMINAR FOR PROMOTION OF EXPORTS OF INDIAN HANDICRAFTS Leading international and national experts will present case studies INTERNATIONAL CRAFT EXCHANGE PROGRAMME Live demonstration by international and national craftpersons on intricacy of crafts. BRAIN STORMING Handicraft exporters, stakeholders, craftperson, artisans, NGO s will interact

INTERNATIONAL SEMINAR FOR PROMOTION OF EXPORTS OF INDIAN HANDICRAFTS and INTERNATIONAL CRAFT EXCHANGE PROGRAMME With an objective to offer a platform for the industry to interact with national &

, a two days event International Seminar for Promotion of Exports of Indian Handicrafts" is being jointly organized by Export Promotion Council for Handicrafts, Development Commissioner (Handicrafts)

International experts & national resource persons of proven credibility in different areas of technology / domain experts have been invited from SE Asian & other countries.

3 INTERNATIONAL SEMINAR FOR PROMOTION OF EXPORTS OF INDIAN HANDICRAFTS and INTERNATIONAL CRAFT EXCHANGE PROGRAMME With an objective to offer a platform for the industry to interact with national & international experts on the subjects such as technology, manufacturing techniques, packaging techniques, design innovations etc., a two days event International Seminar for Promotion of Exports of Indian Handicrafts" is being jointly organized by Export Promotion Council for Handicrafts, Development Commissioner (Handicrafts) & National Center for Design and Product Development (NCDPD). International experts & national resource persons of proven credibility in different areas of technology / domain experts have been invited from SE Asian & other countries. The experts shall discuss / interact on the following issues: Study the present bottlenecks existing in the handicrafts sector in the areas of production technology and the suggested measures for their improvement. Customer oriented Design & Product Development. Newer production techniques for the manufacturing of handicraft products. Measures to enhance skills at par with SE Asian & other countries. Marketing channels & tie-ups. Discuss on the sustainable supply chain management and turned into sourcing hub for the developed countries. 03

INTERNATIONAL CRAFT EXCHANGE PROGRAMME Live

artisans, "International Craft Exchange Programme"

International & national Artisans / Craft persons

Embroidery, Eco-friendly crafts, Wooden Furniture,

4 INTERNATIONAL CRAFT EXCHANGE PROGRAMME Live Demonstration of crafts / advance technologies by international artisans. With an aim of sharing the techniques, designs, patterns, processing, finishing etc. between national & international craft persons / artisans, "International Craft Exchange Programme" to be organized during the seminar. International & national Artisans / Craft persons have been invited for craft categories such as Hand Embroidery, Eco-friendly crafts, Wooden Furniture, Cane & Bamboo and Metal. The artisans / craft persons shall discuss in detail and make a live demonstration during the programme. 04

OBJECTIVE OF THE SEMINAR IS DEVISING METHODS TO ACHIEVE FOLLOWING: To create Handicraft sourcing hubs in India as centre for excellence (based on philosophy of co-operation) with well

CRITICAL ISSUES FOR DISCUSSION UPGRADING SKILLS AT PAR Enhancement of skills at par with the leading SE Asian & other countries by way of regular exchange programme.

Integrated and Inclusive Model for the overall development and promotion of the Handicrafts sector of various states. The role of technology & faster manufacturing techniques vis-a-viz.

To establish specific integrated approach for cottage crafts which is lacking as currently efforts are driven by individual relationship.

Preparedness of Indian Handicrafts Sector to meet the challenges by way of developing vision for coming years.

5 OBJECTIVE OF THE SEMINAR IS DEVISING METHODS TO ACHIEVE FOLLOWING: To create Handicraft sourcing hubs in India as centre for excellence (based on philosophy of co-operation) with well integrated forward and backward linkages. CRITICAL ISSUES FOR DISCUSSION UPGRADING SKILLS AT PAR Enhancement of skills at par with the leading SE Asian & other countries by way of regular exchange programme. Increase competitiveness of over 10,000 handicraft exporters and 6 million craftpersons and their entry into formal economy. Integrated and Inclusive Model for the overall development and promotion of the Handicrafts sector of various states. The role of technology & faster manufacturing techniques vis-a-viz. measures for creating awareness for the role of quality material. To establish specific integrated approach for cottage crafts which is lacking as currently efforts are driven by individual relationship. Preparation of the roadmap for the inclusive & sustainable development of Indian Handicrafts sector. Preparedness of Indian Handicrafts Sector to meet the challenges by way of developing vision for coming years. IMPROVED TECHNOLOGY Replicating successful models of integrated and inclusive development of clusters in Vietnam, China, Thailand, Philippines etc. DESIGN & PRODUCT INNOVATIONS Design, Product Development and Innovation -Role Play MARKETING INNOVATIONS Tapping new and virgin markets Development of IT & database system to support industry including E-commerce Demand constrains: value in domestic market, competition with mass produced products, international awareness of available products Enlisting effective mechanism to disseminate commercial information, new ideas, innovations, etc. Percolating the concept of Focus Products, Focus Clusters and Focus Markets Presenting the case studies of the OTOP i.e. one village and one product specific to Handicrafts 05

6 PROPOSED SEMINAR SCHEDULE 17TH & 18TH SEPTEMBER 2013 CONVENTION HALL, HOTEL THE ASHOK, 50-B DIPLOMATIC ENCLAVE, CHANAKYAPURI, NEW DELHI The tentative program for the event is as per the below details. DAY 1 Day 1 - INAUGURAL SESSION DAY 1 - TECHNICAL SESSION-l Technology Knowledge Sharing & Dissemination Need of new technology in Indian handicrafts sector. Technology as the driver of competitiveness in global markets. Case study of SE Asia & other countries: Capacity building/knowledge sharing for new technology among handicraft manufacturers. Discussion: Roadmap for enhancing technological knowhow for Indian handicrafts sector. DAY 1- TECHNICAL SESSION-ll Customer Oriented Designs & Product Development Need to evolve the traditional designs to the new designs to match the international markets. Case Studies of SE Asia & other countries: Evolution of designs and patterns in handicrafts industry. Design Development: Process & Roadmap. Case study on a company in SE Asia & other countries: Journey from design development to successful product. DAY 1- NETWORKING DINNER DAY 2 Day 2 - TECHNICAL SESSION - l Skill Enhancement - Towards Competitiveness in the International Markets Present scenario and institutional framework for skill development in Indian handicrafts. Skill Development: Key driver to the industry development. Skill Development programs in SE Asia & other countries. Model for Linkages between industry stakeholders and skill development institutes. Day 2 - TECHNICAL SESSION - ll Market Linkage - National & International Importance of sustainable supply chain for the handicrafts sector. Key ingredients of a successful market linkage process. Access to domestic & international markets. Case study of company from SE Asia & other countries. Roadmap for Indian exporters. Day 2 -INTERACTIVE SESSION & VALEDICTORY

7 Handicraft Clusters Map KUPWURA KARGIL SRINAGAR (23) LEH BUDGAM ANANTNAG JAMMU (15) Under Ambedkar Hastshilp Vikas Yojna (AHVY) KATHUA KANGRA(4) KULLU(13) GURDASPU (7) RUPNAGAR (3) SHIMLA (3) DEHRANDUN (11) AMBALA (4) FEROZPUR RUDRA PRAYAG BARNALA TEHRI GARHWAL KURUKSHETRA (3) (8) SAHARANPUR MANSA PITHORAGARH BAGESHWAR KAITHAL (3) KERNAL SRI GANGANAGAR HANUMANGARH HISAR BAREILLY MEERUT SONIPAT GAUTAM BUDDHA NEW DELHI (13) WEST DELHI RAMPUR (3) SOUTH DELHI BHIWANI (4) MORADABAD GURGAON (6) JHUJHUNUN BIKANER SHAHJAHANPU (9) ALIGARH NORTH SIKKIM (3) EAST SIKKIM SONITPUR MAINPURI AGRA (3) (3) BARPETA KANNAUJ JAIPUR GWALIOR (4) AZAMGARH ALLAHABAD CHITRAKUT UDAIPUR SABARKANTHA MAHESANA GANDHINAGAR (46) PANCH MAHAL MIRZAPUR GOALPARA (4) NAGAON (7) MARIGAON KAMRUP (5) KARBI ANGLONG ZUNHEBOTO (7) DIMPUR (8) SHILONG (3) (3) KAMRUP (5) IMPAL EAST (6) IMPAL THOUBAL WEST (5) CHANDEL NAWADA DEOGHAR ASHOKNAGAR AIZWAL (3) HAZARIBAG (9) HOOGHLY (4) VIDISHA (3) UJJAIN (5) KATNI RANCHI (5) BHOPAL (48) RAJKOT KARIMGANI DOHAD KATIHUAR PATNA GUNA AHMEDABAD BHOJPUR (3) DHUBURI GHAZIPUR (4) GOLAGHAT GUWAHATI (16) (8) MADHUBANI KANPUR SULTANPUR NAGAR RAEBARELI TONK NALBARI (23) LUCKNOW GORAKPUR BARMER (4) PAPUMPARE FARRUKHABAD PATAN (4) TAWANG ALWAR NAGAUR STATE UPPER SUBANSIRI PILIBHIT (5) BAREILLY FARIDABAD (3) KALKOTA (5) JHABUA (8) INDORE (9) HAORA SEHORE (5) WEST MEDINIPUR NORTH 24-PARGANAS BHAVNAGAR JUNAGADH PUNJAB HARYANA SIKKIM MEGHALAYA NAGALAND MIZORAM JHARKHAND RAJASTHAN MADHYAPRADESH MAHARASHTRA ORRISA KARNATAKA KERALA TAMIL NADU UTTARAKHAND UTTAR PRADESH BIHAR WEST BENGAL CHHATTISGARH ANDHRA PRADESH GUJARAT GOA ASOM (ASSAM) MANIPUR ARUNCHAL PRADESH DELHI JAMMU AND KASHMIR HIMACHAL PRADESH (4) CHHINDWARA NAGPUR (8) RAIPUR WARDNA SAMBALPUR GONDIA DHENKANAL (5) BHUBNESHWAR (10) BALANGIR CHANDRAPUR LEGEND PURI (8) NASHIK KHORDHA (6) GANJAM JALNA (3) BASTAR (5) ADILABAD (5) PARBHANI CLUSTER LOCATION BEED STONE INLAY DOLLS & TOYS SRIKAKULAM BIDAR WARANGAL JEWELLERY Development Commissioner (Handicrafts) BIJAPUR (3) EAST GODAVARI (12) HYDERABAD TEXTILE (HAND EMBROIDERY) TERRACOTTA METAL IMAGE (CLASSICAL) THEATER COSTUMES & PUPPETS TEXTILE (HANDLOOM) WEST GODAVARI NORTH GOA HORN & BONE BELGAUM WOOD CARVING CARPET SOUTH GOA WOOD INLAY DHARWAD BELLARY BIDRI ANANTAPUR NELLORE (4) National Center for Design and Product Development CONCH SHELL FOLK PAINTING FURNITURE CHITTOOR LEATHER FOOTWEAR VELLORE METAL WARE MYSORE (3) VILUPPURAM CHAMRAJNAGAR FILIGREE & SILVERWARE CANE & BAMBOO (3) CHENNAI (3) BENGALORE (7) GRASS, LEAF, READ & FIBER WOOD TURNING & LACQUER WARE TEXTILE (HAND PRINTED) MUSICAL INSTRUMENT ZARI NILGIRIS Export Promotion Council for Handicrafts ERODE TIRUCHCHIRAPPALLI POTTERY AND CLAY OBJECTS RUGS AND DURRIES STONE CARVING KOTTAYAM MADURAI (5) PATHANAMTHITTA KOLLAM 07

8 A glimpse of Indian Handicrafts 08

9 The Beauty begins its journey 09

INDIAN HANDICRAFTS INDUSTRY- AN OVERVIEW Handicrafts of India represents our cultural tradition

indigenous tools by crafts people who belong within a strong fabric of tradition, aesthetic and

The range of Indian Handicraft tradition is as diverse as the culture diversity of the country.

India s share in the world handicraft exports is less than 2%.

10 INDIAN HANDICRAFTS INDUSTRY- AN OVERVIEW Handicrafts of India represents our cultural tradition in true sense, as Indian way of life is replete with products made with the help of simple, indigenous tools by crafts people who belong within a strong fabric of tradition, aesthetic and artistry. The range of Indian Handicraft tradition is as diverse as the culture diversity of the country. The handicrafts industry has over the years contributed significantly to the employment and foreign exchequer of the country. Despite the large production base the market at international level is still unexplored. India s share in the world handicraft exports is less than 2%. The Small Scale and Cottage Sector helps to solve social and economic problems of the artisans. Providing employment to over 60 lakhs artisans which includes a large number of women and people belonging to weaker sections of the society. The impact is due to the changing consumer taste and trends. 10

INDIAN HANDICRAFTS SECTOR - A SNAPSHOT EXPORTS OF INDIAN HANDICRAFTS DURING 2012-13 INDIAN HANDICRAFTS (CRAFT CATEGORIES) SI. NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.

11 INDIAN HANDICRAFTS SECTOR - A SNAPSHOT EXPORTS OF INDIAN HANDICRAFTS DURING INDIAN HANDICRAFTS (CRAFT CATEGORIES) SI. NO NAME OF THE CRAFT BIDRI CANE & BAMBOO CARPET CONCH-SHELL COIR TWISTING DOLL & TOYS FILIGREE & SILVERWARE FOLK PAINTING FURNITURE GRASS, LEAF, READ & FIBER HORN & BONE JEWELLERY LEATHER (FOOTWEAR) LEATHER (OTHER ARTICLES) METAL WARE METAL IMAGES (CLASSICAL) SI. NO METAL IMAGES (FOLK) MUSICAL INSTRUMENT POTTERY & CLAY OBJECTS RUGS & DURRIES STONE (CARVING) STONE (INLAY) TERRACOTTA THEATRE, COSTUMES & PUPPET TEXTILES (HANDLOOM) TEXTILES (HAND EMBROIDERY) TEXTILES (HAND PRINTED) WOOD (CARVING) WOOD (INLAY) WOOD (TURNING & LACQUER WARE) ZARI MISCELLANEOUS CRAFTS PAINTINGS 11 MISC. HANDICRAFTS ZARI & ZARI GOODS IMITATION JEWELLERY COUNTRY WISE EXPORTS NAME OF THE CRAFT SHAWLS AS ART WARES DOMESTIC CONSUMPTION - US$ 2300 million (estimated) EMBROIDERED & CROCHETTED GOODS EMPLOYMENT million directly employed with the sector. HANDPRINTED TEXTILES & SCRAVES EXPORTS (US$ MILLION) WOOD WARES EXPORTS - In f.y US$ 3304 Million with a growth rate of 22.15% from preceding year ARTMETAL WARES PRODUCTION - US$ 5600 million (estimated) Total exports - US$ 3304 millions

12 INDIAN HANDICRAFTS SWOT ANALYSIS Strengths Availability of unique local raw materials e.g. natural fibers, bamboo, cane, horn, jute, leather, etc. Rich and diversified culture producing wide range of unique and exclusive handicrafts. Strong existing pool of skilled artisans. Wide range of traditional production skills derived from indigenous knowledge. High potential for empowerment of women, youth and people with disabilities. Low production costs. Opportunities Weaknesses Threats Increasing emphasis on product development and design up gradation. Rising demand in domestic and traditional market. Rising appreciation by consumers in the developed countries. Government support and interest in preserving the craft. Emerging markets in Latin America, North America and European countries. Fair trade practices. Increasing flow of tourists provide market for products. Lack of design, innovation and technology up gradation. Highly fragmented industry. Unstructured and individualized production systems. Lack of strong umbrella sector organizations. Limited capitalization and low investment. Insufficient market information on export trends, opportunities and prices. Limited access to credit. Limited resources for production, distribution and marketing. Limited e-commerce competence among producer groups. Lack of adequate infrastructure, absence of latest technology Handicrafts sector is not mainstreamed in planning priorities of many State Governments. Increasing threat from Asian countries. Decreasing supply of good quality raw material. Better quality components, findings and packaging in other countries. Lack of quality standardization process. Declining investment in the sector (largely in the developed economies) and increasing consumer sophistication. Absence of institutional support. High freight costs associated with air cargo and shipment. High cost of production rendering Indian crafts less competitive in the markets. 12

MAJOR CRAFT CONCENTRATION AREAS A wide range of handicrafts are produced all over India viz.

artwares, embroidered goods, lace and lace goods, toys, dolls, crafts made of leather, lacquerware, marble crafts etc.

Chennapatna, Chennai, Mandap, Kerala & Behrampur (WB), Ahmedabad, Rajkot.

Embroidered goods Barmer, Jodhpur, Jaipur, Jaisalmer, Kutch (Gujarat), Ahmedabad, Lucknow, Jodhpur, Agra, Amritsar, Kullu,

13 MAJOR CRAFT CONCENTRATION AREAS A wide range of handicrafts are produced all over India viz. Artmetalware / EPNS ware, Wood carvings and other wooden artwares, Imitation jewellery, handprinted textiles, shawls as artwares, embroidered goods, lace and lace goods, toys, dolls, crafts made of leather, lacquerware, marble crafts etc. Moradabad, Sambhal, Aligarh, Jodhpur, Jaipur, Barmer Delhi, Rewari, Thanjavur, Chennai, Mandap, Beedar, Kerala & Jagadhari, Jaiselmer. Saharanpur, Nagina, Jaipur, Jodhpur, Barmer, Hoshiarpor, Srinagar, Amritsar, Jagdalpur, Bangalore, Mysore, Wooden Artwares Chennapatna, Chennai, Mandap, Kerala & Behrampur (WB), Ahmedabad, Rajkot. Hand printed Textiles Jaipur, Barmer, Bagru, Sanganer, Jodhpur, Barmer, Bhuj, Farrukhabad & Amroha. Embroidered goods Barmer, Jodhpur, Jaipur, Jaisalmer, Kutch (Gujarat), Ahmedabad, Lucknow, Jodhpur, Agra, Amritsar, Kullu, Dharmshala / Chamba & Srinagar Marble & Soft Stone Crafts Agra, Chennai, Baster, Jodhpur Kashmir, Jaipur Papier Mache crafts Terracotta Zari & Zari Goods Rajasthan, Chennai, Baster, Surat, Bareilly, Varanasi, Amritsar, Agra, Jaipur, & Barmer Imitation/Fashion Jewellery Delhi, Moradabad, Sambhal, Jaipur Kohima(Tribal). Artmetalware 13

The handicrafts sector in India, despite having economic and social significance, currently faces a number of threats and challenges which hamper it s growth.

The handicrafts sector is facing stiff competition from such machine-made products, as these products are cheaper (due to high economies of scale in production) and have a high production output

14 The handicrafts sector in India, despite having economic and social significance, currently faces a number of threats and challenges which hamper it s growth. Competition from other Countries With the increasing mechanization of the production processes, the markets have been flooded with machine-made products, which were originally handcrafted. The handicrafts sector is facing stiff competition from such machine-made products, as these products are cheaper (due to high economies of scale in production) and have a high production output amongst other factors. South East Asia & other countries like Indonesia, Malaysia, Thailand, Vietnam, China etc. laid emphasis on technological upgrade of the production techniques; customer oriented design and product development as well as sustainable supply chain management and turned into sourcing hub for the developed countries. Limited access to markets The demand of handicrafts products in the domestic as well as international market is huge and varied, majorly governed by the buyers demand and requirements. Despite such high demand, only a fraction of artisans engaged in this sector have been able to utilize this opportunity; while most of the artisans have only been able to access just the local markets. As a result these artisans are absolutely dependent on traders, acting as middlemen, to sell their products in markets other that the local ones. Newer and better markets need to be linked to them directly so as to facilitate the development of the entire sector. Inadequate Infrastructure and Technology The artisans are still using the age old technology and methods of production, which are highly inefficient. This restricts their production, capacity and the quality of the output. This is due to the lack of awareness or knowledge about the availability of appropriate tools & technology and other developments in the sector. Reluctance amongst the artisans to incorporate these changes is also an important factor aggravating this issue. Also the lack of basic infrastructure and civic amenities high cost of transportation, irregular electricity supply, sewage, work-sheds, warehousing, etc. impact the development of the entire sector. 14

INDIAN HANDICRAFTS POISED FOR GROWTH Providing employment to more than 7.

Market driven design & product development Dedicated infrastructure development at clusters Improvement in

of languishing crafts Skill development and capacity enhancement Enhanced credit flow and raw materials

15 INDIAN HANDICRAFTS POISED FOR GROWTH Providing employment to more than 7. 4 million artisans Special focus on design and product development Integrated & inclusive cluster approach Market driven design & product development Dedicated infrastructure development at clusters Improvement in livelihood and working environment Brand building, geographical indication, compliance and advocacy Revival of languishing crafts Skill development and capacity enhancement Enhanced credit flow and raw materials Technology upgradation by supply of improved tool kits and setting up common facility centres Please fill the required registration form for the Seminar 15

JOINTLY ORGANISED BY National Center for Design and Product Development Development

of India Export Promotion Council for Handicrafts PARTNER ORGANIZATIONS For further

SMRITI NATIONAL CENTRE FOR DESIGN & PRODUCT DEVELOPMENT 43, OKHLA INDUSTRIAL ESTATE,

8586871191 l Tel: +91-11-26821262/65 l FAX: +91-11-26821260 Email: smiriti@ncdpd.

16 JOINTLY ORGANISED BY National Center for Design and Product Development Development Commissioner (Handicrafts) Ministry of Textiles, Govt. of India Export Promotion Council for Handicrafts PARTNER ORGANIZATIONS For further details you may contact: MS. SMRITI NATIONAL CENTRE FOR DESIGN & PRODUCT DEVELOPMENT 43, OKHLA INDUSTRIAL ESTATE, PHASE-III, NEW DELHI Mobile no l Tel: /65 l FAX: smiriti@ncdpd.in l ncdpd@ncdpd.com Websites: CENTRAL COTTAGE INDUSTRIES CORPORATION (CCIC) HANDICRAFTS AND HANDLOOM EXPORT CORPORATION (HHEC) KNOWLEDGE PARTNER

EMPANELMENT AND CAPACITY BUILDING OF NOT FOR PROFIT ORGANISATIONS IN HANDICRAFTS SECTOR

EMPANELMENT AND CAPACITY BUILDING OF NOT FOR PROFIT ORGANISATIONS IN HANDICRAFTS SECTOR A collaborative project between National CSR Hub, TISS and the Office of the Development Commissioner (Handicrafts),