North-east
a potential handicrafts export major: Exim
Our
Corporate Bureau
25 October 2005
Exim
Bank's latest study, titled, Prospects for Exports
of Handicrafts from North Eastern Region (NER) of India
says that India's North-eastern region a rich repository
of arts and crafts that are both eco-friendly and unique
in craftsmanship and utility, has the potential to emerge
as a potential leader in handucraft exports.
However,
despite the existence of a vast reservoir of cane and
bamboo resources along with other raw materials, which
account for the handcrafted items (wood carving, stone
carving, basketry, cane and bamboo work, pottery, hand
embroidery, hand block printing, artistic textiles,
brass and metal craft and jute craft) exports from the
region have been insignificant.
The
study noted that the global market for handicrafts exports
was estimated to be of the order
$150 billion in 2003, with household glassware ($4.2
billion), ceramic household articles ( $3.6 billion)
and tufted carpets ($3.4 billion) being some of the
major trade items. India is one of the leading developing
country exporters of handicrafts, others being mainly
developed country players from Europe. Export of handicrafts
including hand knotted carpets from India amounted to
over $3.5 billion in 2004-05.
The
study observed that though the North-eastern region
is a major producer of handicrafts in the national scale,
accounting for more than three-fourth of total handicraft
production, its share in the country's handicrafts exports
is estimated to be less than 1 per cent.
The
study noted that in terms of consumer preferences, handcrafted
products have come to occupy an important part of lifestyle
products in international markets with consumers looking
for items of personalised home décor. While price
is an important decisive factor, aesthetic appeal, finishing,
quality and presentation, and timely delivery are also
other major decisive criteria, that may be kept in mind
while marketing handicraft products.
The
study reviewed the centre and state level policy initiatives
and institutional infrastructure aimed at promoting
handicrafts from the North-east. The study has also
highlighted the constraints and bottlenecks faced by
the handicraft sector in the region.
The
potential of handicrafts sector in the North Eastern
Region could be fully reaped through concerted and sustained
efforts aimed at upgradation in production techniques,
design diversification, ICT interface in value chain
and coordinated institutional support amongst others,
the study noted.
The
study also emphasised the role of promotional organisations
as alternative marketing channels, with an idealistic
attitude towards craftsmen and their products that deploy
commercial bridge between the craftsmen / producers
associations and the foreign consumers. Interface between
such organisations and the craftsmen in the region might
be minimal and therefore needs to be further encouraged.
Exim
Bank recently conducted workshops on handicrafts at
Shillong, Jaipur and New Delhi in collaboration with
Centre for Promotion of Imports from Developing Countries
(CBI), The Netherlands that primarily focussed on product
development, design and export marketing with the objective
of generating awareness
on international trends in design, colour, pattern,
production techniques and marketing strategies amongst
entrepreneurs and exporters of handicrafts.
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