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PRESENTATION ON CARPET SECTORSubmitted by: Apeksha Sharma Anjali Jeewani Kanika Singla Kusha Gupta Neha Sood Supra Singh

INDIAN CARPET Indian Carpets are renowned the world over for their exquisite designs, subtle elegance, attractive colours and workmanship. The magnificence of Indian carpet weaving and the intricate patterns that have emerged from it have substantially increased India's carpet exports and placed it prominently in the international carpet map. Carpet weaving was brought to India by the great Mughal Emperor Akbar in the 16th century.

Some of the most exclusive carpets were created during the Mughal reign, each carpet unlike the other but infused with a common magic of colours and design. The carpet weaver has gradually grown as an artist, a creator who could weave poetry in to his designs and every knot he tied, giving a touch of aesthetic beauty to his creations. A carpet weaver's skills are his own and the designs he evolves are from his mind to be translated in to beautiful form with the help of wool and silk.

TYPES OF CARPETS Hand Knotted Woollen Carpets : Bhadohi, Mirzapur, Khamaria, Ghosia, Varanasi & Agra; Amritsar & Pathankot; Jaipur

Tufted Woollen Carpets :


Gabbe Woollen Carpets: Bhadohi- Mirzapur region( uttar pradesh)

Handmade Woollen Dhurries: Bhadohi, Mirzapur, Agra, Jaipur, Panipat and Bangalore

Pure Silk Carpets:


Staple/Synthetic Carpets: Srinagar(Jammu & Kashmir), Agra and Gwalior

Chain stitch Rugs:



Uttar Pradesh: Jammu & Kashmir: Rajasthan: Punjab: Haryana: Madhya Pradesh: Bihar: Himachal Pradesh: West Bengal: Andhra Pradesh: Karnataka: Pondicherry:

Varanasi, Bhadohi, Gopiganj, Khamaria, Ghosia, Madhosingh, Mirzapur, Agra, Shahjahanpur. Srinagar, Baramulla, Anantnag, Jammu, Leh. Jaipur, Bikaner, Tonk. Amritsar. Panipat. Gwalior. Obra, Danapur, Madhubani Dharmshala. Dargeeling. Elluru and Warangal Bangalore. Pondicherry

CARPET INDUSTRY IN KASHMIR Kashmir is famous for its fine quality hand knotted carpets, which are expensive and considered as lifelong investment. Namdhas: The namdha is a specialty of Kashmir; these carpets are embroidered with woollen thread that completely covers the base of Hessian.

CARPET INDUSTRY IN RAJASTHAN Rajasthan is also known for making namdha that is appliqud, printed or embroidered. Jaipur is the major manufacturing center in Rajasthan that share a substantial part (15%) of total carpet manufacturing from India.

CARPET INDUSTRY IN ANDHRA PRADESH Prominent centers: Masulipatnam, Elluru and Warangal in Andhra Pradesh. In Masulipatnam, patterns used are named after the fruits and flowers like babul, guava, ambarcha etc. The carpets of Elluru and Warangal are the pride of Andhra Pradesh. CARPET INDUSTRY IN HIMACHAL PRADESH Carpets in Himachal have magnificent designs and durable texture.

DOMESTIC INDUSTRY Today, the carpets manufactured in India are mainly exported. However only a small market for these carpets does exist in India. As of now, over 509 million US $ worth of Indian carpets are exported. The domestic market size is about Rs. 39.16 million US$. The industry provides employment opportunities to more than 100,000 workers at their doorsteps who belong to the economically backward sections Today, it has more than 3 million artisans belonging to the rural areas of the country. The scope for capital investment is very less. Almost up to 40% of the manufacturing cost goes in to the payment of wages which is very rare in any other industry. In order to give a boost to the industry, the United Nations Development Programme set up a project here.

CARPET EXPORT PROMOTION COUNCIL Founded in 1982, the CEPC was established by the Ministry of Textiles of the government of India to promote the export of hand-knotted rugs and all other types and styles of floor coverings from India. For overseas buyers/importers, the CEPC acts as a bridge to help create meaningful business relationships with Indian exporters. The CEPC also advises the government about the proper strategies for carpet promotion, and its officials regularly visit the Councils overseas members to explore possibilities for new markets and joint marketing opportunities.

INITIATIVES BY THE CARPET EXPORT PROMOTION COUNCIL The Carpet Export Promotion Council of India conducts 2 annual events under the aegis of Department of Handicrafts, Ministry of Textiles, and Government of India. These events enable Buyers and Sellers of Indian Carpets and Floor Coverings to come together. Event 1: Indian Carpet Expo in Delhi during the months of February/March every year. The Carpet Export Promotion Council is organizing the 24th India Carpet Expo, from 17th to 20th February, 2012 in Hall No. 14, Pragati Maidan, New Delhi. Event 2: Indian Carpet Expo in Varanasi during the month of October every year.

LIST OF ACTIVITIES OF THE COUNCIL DURING 2011-12Sl. No.1. 2. 3. 4. 5. 6. 7. 8.

ActivityBuyer Seller Meet in Domotex Middle East Dubai ATF Show in Cape Town (South Africa) Combined Indian Textile & Clothing Exhibition in Kuala Lumpur, Malaysia Domotex Intl. Trade Fair in Hannover (Germany Intl. Furniture Fair/DECO ASIA in Singapore Buyer Seller Meet in Domotex Asia China Floor in Shanghai (China) Display in Intl. Departmental Store in Tianjin, Chin India Carpet Expo in Varanasi

Date/Period12-14 September 2011 16-18 November 2011 22-24 November 2011

14-17 January 2012 9-12 March 201227-29 March 2012 March 2012 15-18 October, 2011 March 2012


India Carpet Expo in Pragati Maidan, New Delhi

The Council is providing complimentary package to selected overseas carpet buyers as under: Two nights hotel accommodation to the 'Selected Buyers' for which last date for registration by buyers is 31st January, 2012. Air fare reimbursement to selected buyers under Special Focus for buyers from LAC, China, Iran and all African Countries For Buyers from LAC - Upto US $ 1500 or actual whichever is less. For Buyers from China, Iran and all African Countries - Upto US $ 800 or actual which ever is less.


Artistic skills: Major carpet centers have built huge network of artistic weavers. Employment for millions of people directly and indirectly. Costs: The labour costs in India are comparatively low. Total cost of producing a carpet is low compared to countries like Turkey, Iran without compromising on quality. Innovations: Innovation is one of the major criteria for selling carpets. Flexibility: Indian carpet industry can manufacture all kinds of carpets. Carpets of any size can be manufactured in hand knotted categories.

WEAKNESSES Unorganized: Indian carpet industry is highly unorganized. A lot of activities are duplicated. Hence, it increases the cost of production. Also, it increases the time of delivery of carpets. Marketing Channels: Lack of proper marketing channels. Manufacturers are dependent upon the buying agents. Infrastructure: Very poor infrastructure. Manufacturers do not have showrooms in the cities to showcase their creations.

Professional Approach: Lack professional approach for doing the business. Majority of players do not respect delivery time and quality issues. Internal Competition: Tremendous competition among players on price front. Willing to offer very low prices. Intellectual Property Rights: Many players in the industry copy designs from each others. This demoralizes players from designing innovative products.

OPPORTUNITIES Home furnishing market for low end carpets. Attract more youth market. Differentiation with China: Many players think that India provides better option and flexibility. This kind feeling can further be tapped. Demand growth through cost cutting. Image enhancement through organized operations. The companies like IKEA, Wal-Mart, etc can offer larger market. Designing skills of India are being acknowledged at global level and can be used as a marketing tool. Providing stocking and warehousing services to various players.

THREATS If not handled properly, current rebound in the industry may not be sustainable. Unhealthy competition in the industry kills each other. Indian Carpet industry has not completely got rid off of issues like Child labour.


2008-092009-10 2010-11

530.49490.66 549.99

COUNTRY-WISE EXPORT DATA FROM 200304 TO 2008-09 (PROV.) U.S. $ MILLIONSNO 1 2 3 4 5 6 7 8 9 10 COUNTRY Australia Canada France Germany Italy Japan Switzerland U.S.A. U.K. Others Total 2007-2008 15.54 14.74 14.11 160.67 26.32 14.86 2.27 414.62 45.48 85.57 875.71 2008-2009 15.2 8.92 10.82 135.85 5.65 10.8 5.95 301.12 24.85 47.2 600.06

(Source: NIC, Ministry of Commerce Web-Site)

STATEMENT OF ESTIMATED EXPORTS FOR THE MONTH OF APRIL- MARCH 2008-09 IN COMPARISON WITH THE APRIL- MARCH, 2007-08 (PRODUCT WISE)ProductValue Of Export (Value in US $ million) 2007-08 @40.2513 Hand made woollen Carpet, Rugs, Daries etc. including cotton carpet excluding handmade woollen tufted carpet Handmade woollen tufted carpet Handmade silk carpet Handmade staple/synthetic carpet Total 2008-09 @45.1410 % increase / decrease




287.4 55.12 17.29 875.71

217.81 46.65 14.1 600.06

-24.21% -15.37% -18.45% -31.48%

MAJOR EXPORT DESTINATIONSCountry U.S.A. Germany 2006-07 403.04 153.52 2007-08 414.62 160.67 2008-09 301.12 135.85