Brand ambassador programme

1. Kashmiri Carpet Industry
BY,
Sumit Joshi
B-48
Batch 2014-16

2. OVERVIEW
• Carpet Industry in India dates back to 1341-1385 AD
• Forms the integral part of Kashmir’s , so as that of India’s
economy by playing major role in exports
• In Kashmir, it forms the means through which family is connected
• Quality varies with the knots per square inch, more the knots
better the quality as the percentage of silk will be more

3. BELTS
• Kashmir belt : Famous for its artistic carpets,
hand knotted, characteristic woven design-
teardrop with bent tip
• Panipat belt : Famous for ‘Panja’ which covers
floor and has long lasting shine

4. CONTD..
• Agra belt : Famous for Turkmen and Abusson varieties, impact of
Persian style
• Jaipur- Bikaner belt : Known for their innovations and simplicity
• Bhadohi- Mirzapur : Major player in carpet industry due to easily
availability and not expensive also

5. INDIAN SCENARIO
• 523 registered Handloom Industrial Co-operative Societies in
the State with a membership of 15275 weavers. There are
approximately 38,000 Handlooms in the State.
• During 2012-13, 10.88 million meters of handloom fabrics
valuing Rs 246.97 Crore were produced in the cooperative
sector.
• In the export figures, share of woolen shawls was highest
(40%) followed by carpets (30%) during 2012-13.
source :indianenvironmentportal.org.in

6. INTERNATIONAL MARKET
• Penetration into the international market is around
35 % of the total world shares
• Developed countries imports around 85-90 % of
Kashmiri carpets
• USA and Germany are the major countries who
import Indian carpets

7. LOOK FOR
• China- Produces the same quality goods but sells at
cheaper prices than those of Kashmiri carpets (200-400 per
square inch)
• Iran- Ranking 3rd as an ‘ideal supplier’ of carpets, according
to OTF wholesaler survey 7 has a reputation of supply-
driven producer
• Pakistan-it maintains most direct contacts with buyers and
therefore all important market linkages/ information
• Afghanistan- more producers forming direct links with end-
market buyers.

8. GOVERNMENT POLICIES
• Subsidies
• Higher wage to weavers
• Technical assistance
• Involve private partners to improve infrastructure
• Make it a brand, by promoting or making it visible to
everyone

9. MARKETING STRATEGIES
• Exclude the middle-men
• Use e-commerce industry to promote Kashmiri
carpets
• Make it easily available for everyone
• Be innovative in products
• Give training to the artisans
• Flexible price range

10. Strengths
•Huge market potential
• Eco-friendly
• Availability of cheap labor
• Export oriented
• Suitable climatic conditions
Weakness
• Underdeveloped infrastructure
• Lack of global exposure
• Low wage structure
• Unorganized sector
• Less interest among youths
Opportunities
• Tourism development of J & K
• Design sensibility
• Use of e-commerce to channelize the
carpets
Threats
• Stiff competition from neighbor country
• Translation of skill to new generation
• Huge cost of raw materials
• Better technological support and R & D
facility

11. THANK YOU