KASHMIRI CARPET INDUSTRY CASE STUDY

2. INTRODUCTION
 It started in the period of Hazrat Mir Syed Ali
Hamdani during 1341-1385 AD
 These skills have since then been passed down by
their fore fathers to their sons and the generations
goes on
 This industry also forms an integral part of the state’s
economy and it is a pride of our country
 Apart from scenic beauty and carpets , it also
renowned for scarves, sweaters , shawls

3. ABOUT HAND KNOTTED
CARPETS
The hand knotted pure skill carpets of kashmir are world
famous for their;
1. Softness
2. Craftmanship
 Generally it takes year to make a carpet because of
labour intensive techniques

4. GENERAL INFORMATION
 Basically silk carpets are made up of 80% silk yarns and 20% cotton
yarns
 Silk carpets have more than 500 knots square inch
 High knottage are 100% pure silk carpets
 The knots per square inch of these silk carpets ranges between 500
to 2500 knots per square inch
 These knots ensures the life and durability of the carpets
 Types of knotting are Ghiordes ,Senneh,Tibetan,Jutfi
Types of knotting

5. MAJOR CARPETS BELTS IN INDIA
 Bhadohi - Mirzapur in Uttar Pradesh:
i. This region boost maximum carpet production .
ii. Here the carpets know for unmatched style and elegance
 Agra belt in Uttar Pradesh :
i. It is know for natural vegetable dyes since it was the base of
Akbar ‘s empire . The place also called as persian style carpets
ii. The designs which we can find are more elegnance and simplicity
which surrounded by bold floral borders
 Jaipur-Bikaner belt in Rajasthan :
i. This place was also mughals reign and here we can find geometric
patterns of carpet designs.

6. CONT…
 Panipat belt in Haryana :
i. It as a traditional item made by village women meant to be a part
of daughter’s dowry.
 Kashmir belt :
i. It is called the fort of the Indian oriental carpets and rugs
ii. It is Famous for hand knotted woollen and silk carpets, they are a
symbol of quality and artistic expertise and the pattern here is
persian origin

7. TYPES OF CARPETS
 Hand-knotted Woolen Carpets
 Hand Tufted Woolen Carpets
 Hand woven carpets
 Handmade Woolen Dhurries
 Pure Silk Carpets
 Staple or Synthetic Carpets

8. INDIAN CARPETS INDUSTRIES
SCENARIO
 Indian carpet industry is primarily export oriented industry.
 There are 1215 carpet manufacturing units recorded
 Out of 190 are in the organized sector and the rest are in small scale
industry sector.
 It also experienced a major set back during 1996 -2000 due to the
involvement of the child labour, it implied special measures ;
1. Rugmark labels
2. Kaleen labels
 These labels ensure the non involvement of child labor.
 These types of brand should be made & also grading of carpet
according to the various stage of production from fiber to final
carpet like use of raw material wool, spinning, dyeing, weaving etc.
which will be helpful for the Indian carpet industry.

9. CONT..
 A lot of opportunities available for the kashmir carpet industry in
terms of;
1. Improving productivity
2. Quality of raw materials at reasonable prices
3. R & D facilities for improvement of fibre quality and development
of specialized fibres/yarns

10. REASONS/DOWNFALL OF CARPET
INDUSTRIES
 The main reason for the decline of kashmir carpets industry is ;
1. Due to Poor reforms in the production system
2. Shortage of raw material (i.e wool which is mostly imported)
3. Declining populace of skilled labor
4. Unorganized & poor production facilities
5. Rising competition from other countries
6. Dwindling rupee affecting imports of raw material,
7. Decentralized market & Narrow marketing channels
8. The industry also facing a global economic slowdown, which endangering
the livelihood of thousands of people associated with the industry. There
are more than 30,000 carpet weaving looms in the Valley from which over 2,
50,000 local weavers earn their livelihood.
Note: the above reason are not the only issues , there are many others issues too

11. SWOT
ANALYSIS
STRENGTH:
Huge Market potential
 Flexible Production & design
Cheap labor
Suitable to Climatic conditions
Huge employment opportunities
Foreign revenue generation
 Eco-friendly
 Needs less investment
Export oriented
WEAKNESS:
Underdeveloped infrastructure
 Lacks global exposure
 Less interest among youths
 Confined mostly to rural areas
 Still old techniques prevail.
 Low wage structure in handicrafts.
Unorganized sector
OPPORTUNITIES:
 Huge demand in both domestic as
well as international markets.
 Develops Tourism industry of J&K
E-commerce to channelize handicraft
products of J&K
 Handicraft products are also
preferred by Real Estate players to
add value in their businesses
 Design sensibility
THREATS :
Stiff competition ahead.
 Deficit balance between supply &
demand of J&K handicrafts
 Better technological support and
R&D facility in competing countries.
 Translation of skill to next
generation
 Huge inflating rates of raw material

12. NEW MARKETS SETUP FOR
KASHMIRI CARPET
MANUFACTURERS
 Manufacturer can explore the places like metropolitan cities
especailly mumbai ,delhi where they can setup their industry
 Also other places like gujarat, Rajasthan where handicraft/carpet
industry earns more revenue and the carpets/handicraft are more
famous and more demanded by the customers
Note: these markets can be in form of B2C and B2B point of view

13. MARKETING STRATEGIES FOR
THE MANUFACTURERS
 Through Exhibitions kashmiri carpets can be promote , which will in turn
increase the revenues as mentioned in earlier slides
 Through self help groups i.e SHGs which is consisting of various artisans
 Their should be a shift of artisans from unorganized to organized sector
these can done by hiring a skilled and qualified people , these people should
have a knowledge of development skill too
 Getting the artisans aware about government welfare schemes ,
promotionals schemes and getting them trained with the technology
 Also With the help of 4p’s and 4c’s which can improve sustainability of
the Indian carpet industries

14. CONT…
 Through financial assistance the industry will definitely grow for
that we will need foreign as well as Indian investor who can
provide financial help in growing this industry
 These artisans can have a direct contact with foreign buyers too
which will open the foreign market
 Modern marketing can also one of the solutions to help in growing
the industry which will help the manufacturer and this will also
help in development of the artisans