case study on Kashmir Carpet Industry_Satish Tejankar
1. KASHMIRI CARPET INDUSTRY
“The Kashmiri carpet weaver is an artist
who weaves poetry via his designs and gives
a touch of eternal beauty to his creation.”
Satish Tejankar
B43
Batch 2014-2016
satish.tejankar2016@sims.edu
2. What’s unique?
• Intricate design code (Talim)
• Which only exists in our part of the world.
• The beauty of a carpet will grow with the passage of time.
• Different uses
• Other than covering floor, it can be used as wall hanging or as bedding.
• Available in varied price range
• From Rs. 500 to Rs. 50000
• Kashmiri silk carpets are woven with mulberry silk
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3. The challenges
• Lack of financialresources
• Lack of modern technology in dyeing and designing
• Production of duplicateKashmiri carpets
• Lack of skill up-gradation training
• Lack of innovations
• Presence of machine-made carpets in the market
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5. Major factors for the industry
•Tourism
•Child labor - govt. issues:
• Rugmark
• Goodweave
• Kaleen
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6. Procurement Production Inspection Advertising Distribution
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Value Chain analysis
Government initiatives like Geographical Indication (GI) and Radio
Frequency Identification tag (RFIT).
Use of Technology in all aspects so as to facilitate customer demands
7. What can be done?
• Conducting exhibitions
• Shift of artisans from unorganized to organized sector
• Skill development as a subject in the school curriculum
• Initiative for creating awareness among the artisans
• Create small self help groups in the form of societies
consisting of artisans.
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8. New Markets
• Lesser developed countries in Europe like Spain
• Urban class in South East Asian countries
• Distribution through Mega-retailersin metro-cities across
India
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9. S W
O T
• Intricate design code (Talim)
• Varied uses
• Varied price range
• Lack of financial resources
• Lack of modern technology
• Lack of innovations
• Presence of machine-made
carpets in the market
• Production of duplicate Kashmiri
carpets
• Increasing disposable income in
India
• People getting attracted towards
hand-made carpets
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