Transcript Mr. Pinaki Dasgupta, Associate Professor, IIFT, New Delhi

Pinaki Dasgupta
For
HEPC (13/10/2011)
PROSPECTS FOR INDIAN HANDLOOM
PRODUCTS IN INTERNATIONAL MARKETS
LET’S SEE THE HANDLOOM CLUSTERS
WHAT IS THERE IN IT…
20+ clusters with so many to choose from
 How does the international buyer choose?
 What is the single promise?
 Is there a multiple number of products to
choose from?
 We need to find a way out…

POSSIBLY A FILTER
?
WHAT CAN BE THE DIFFERENTIATOR?
Product Quality
?
Made in India
Design
The fabric/design
OR IS IT ALL!
HIGH
HIGH
PRICE
LOW
?
QUALITY
LOW
WHAT DOES MADE IN INDIA STAND FOR?
Made
in
India
MADE IN INDIA
Can be a premium brand
 Leverage on the design and the fabric
 Leverage on the range
 Leverage on the GI*

* Geographical Indication
WHAT HAVE WE DONE WITH THEM
1 Pochampally Ikkat
Andhra
Pradesh
Registered
2 Chikankari
UP
Registered
3 Pipli Applique work
Orissa
Registered
4 Upada Jamadhani
Upada, AP
Registered
AND MANY MORE UNDER REGISTRATION PROCESS
HOW DO WE COMPETE WITH?
CHINA
QUALITY
BANGLADESH
PRICE
SRI LANKA
INNOVATION
VIETNAM
OTHERS
COUNTRY OF
ORIGIN
WHAT CAN BE THE VALUE DIFFERENTIATOR?
Is it quality?
 Is it design?
 Is it the range?
 Is it the “Made in India” label
 What does this stand for?

MY OBSERVATIONS

Leverage the “Brand India” label through


High Value High Price Entity
Through

Retail Outlets

(High end retail outlets in Europe or USA branded
Fashion Shows
 Associate with high end events like:





Davos Economic Forum
Cannes
Lifestyle events
Showcase product samples at high end locations like



Five star hotels
Lounge
These are not selling points necessarily but high end point of promotion
outlets
Made
in
India
The clusters are
leveraged through an
umbrella brand
Stands for quality and
superior design
Leverage the history,
legacy and the “STORY”
CREATE A STORY AROUND THE PRODUCT AND THE
“HAND WOVEN IN INDIA” ASPECT- HISTORY, HERITAGE
AND LEGACY
THANKS