Kashmiri Carpet Case Study

1. 1

2. KASHMIRI CARPET
Dates back to 1341-
1385 in the period of
Hazrat Hamdani
Flourished during the
patronage of Akbar
Finest quality of Rug
produced for the royals
Silk Carpets woven with
mulberry silk
Handmade and
Knotted
2

3. INFRASTRUCTURE: Family
owned cottage industries
HUMAN RESOURCE: Skilled
craftsman
TECHNOLOGY: Handloom
PROCUREMENT: Raw
Materials, Hand
Spinning,Dyeing,Opennin
g,Weaving
SUPPORT ACTIVITIES
3

4. PRIMARY ACTIVITIES
Selling at small
domestic markets
Unorganized market
Mainly exported
Lack of awareness
among Indians
Improper marketing
channels
4

5. REASONS FOR LOW ECONOMIC RETURN
 Poor reforms in production
system
 Shortage of raw material
 Declining skilled labors
 Unorganized poor family
 Riding competitions
 Decentralized market
 Dwindling rupee affecting
imports
5

6. HOW TO INCREASE MARKET SHARE ?
 Customer solution- One on
one with the customers.
Employees will sell the carpet
direct to customer
 Customer’s cost- Customer’s
cost will depend on the type of
carpet they want.
 Convenience- Buy online
because it’s easier in
suburban areas
 Communication- TV and
newspaper, Internet
6

7. SWOT ANALYSIS
STRENGTH WEAKNESS
1) Artistic handicraft
2) Innovative
3) Cottage industry uplifting
vocational skills
4) Symbolic representation of love
and warmth
1) Unorganized market leading to
losses among the skilled labors
2) Inappropriate marketing
channels
3) Decentralized market
4) Child labor problem
5) Internationally people have less
knowledge about it
OPPOURTUNITY THREATS
1) Lot of demand for Kashmiri
handicrafts
2) Increasing Indian exports
3) Cheap labor availability
compare to other country
1) Lot of other countries also
producing carpets
2) Machine made cheap
alternatives
3) Cheap home furnishing
alternatives
7

8. HOW MARKETS CAN BE EXPLORED ?
 Youths are more interested in
contemporary carpets
 Availability of new design and
trends
 Indian carper qualities are better
than China and Belgium
 Involvement of more imports to
USA
 Encouragement of production of
carpets based on vegetable dye 8

9. STRATEGIES
a) Channelizing the market channel by availing
E commerce websites
b) Making easily available
c) Exporting more amount of carpets
d) Making labour union to lookafter about the
welfare of labors
e) Government help should be given
f) Getting Foreign Investment
9

10. 10