A Success story by Export Promotion Council for Handicrafts - - PowerPoint PPT Presentation

Aggressive International Marketing Project for North-Eastern region

A Success story

by Export Promotion Council for Handicrafts

Aggressive International Marketing Project for North-Eastern region

• A project launched In year

2003, by the Export Promotion Council for Handicrafts.

• The Ministry of Commerce

under the Export Development Fund(EDF) scheme funded the project

• The project has been a huge

success delivering the set goals.

Aggressive International Marketing Project for North-Eastern region

Preliminary initiatives :

• Identification of entrepreneurs
• Selection of crafts / area
• Setting up of Project Offices / Satellite offices
• Placement of services of Project team viz. International

Designers, Local Designers, Merchandisers, Marketers

• Placement of Team Leader

Major Components of the Project :

• Human Resource Development
• Design development
• Product development
• International Marketing
• Participation in Indian Handicrafts & Gifts Fair
• Special Theme Galleries from North East
• Participation in product specific international fairs

MODUS OPERANDI

• Selection of entrepreneurs
• More then 100 entrepreneurs

selected from various states

• f north east.
• Intensive training
• Workshop / interactive

sessions on various subjects conducted by the EPCH on regular basis to keep abreast the international marketing skills.

• Setting Up of Project Offices

The Council successfully set up project offices / satellite

• ffices, In Agartala & Guwahati.

These project offices successfully hosted More then hundred workshops workshops / 250 Interactive sessions for design / technical assistance.

• Design Development
• 10 Member Design

Development Team from Philippines rendered services

• National Designers
• Team of Merchandisers /

Marketers associated in process

• Product Development

More than 2000 big / small prototypes developed & launched in international market. Round ‘O’ Clock assistance provided to the entrepreneurs in product development

MARKET DRIVEN PRODUCTS

Exclusive Bamboo Products

Made of Crushed Bamboo Exclusive Bamboo Products

Exclusive Bamboo Lounge Bed

Bamboo Mirror/Chest

Bamboo Serving Trays

• Placement of services of Designers/Merchandisers

Exhaustive Round ‘O’ Clock Training for export procedures, documentation, shipping etc. Transformation of Designs into product

International Marketing:

• Participation in Indian Handicrafts & Gifts Fair

A massive campaign for the crafts of north east through IHGF with the help of specially created theme pavilions

• Special Theme Galleries for North East

Special awareness among buyers to highlight natural eco-friendly products “Theme Pavilions” were set up in each IHGF fair.

Backward Linkages

• Employment Generation

Large number of new jobs created since the implementation of schemes, more and more new craftsperson's employed

• Demand & Supply

The implementation of scheme provided sustained efforts in the supply system to maintain consistency in the production.

Major Achievements:

• 100 budding entrepreneurs turned into successful

cottage exporters in first 18 months period

• Average export turnover ranges from Rs.15 - 75 lakhs
• More than 150 containers moved from toughest region of

North East in first 18 months.

• First integrated market driven approach
• Export orders worth more than Rs.50 crores executed within

span of 18 months time.

• Sustained backward linkages due to sizeable employment

generation, supply system & consistency in production.

• Average 90 - 100 craftspersons are engaged by each

entrepreneur turned exporter thereby creating additional employment of more than 10,000 people and livelihood to there dependents.

Major Achievements:

• 2nd group of 100 budding entrepreneurs shall be provided

support system to turn into successful exporters.

• No physical Financial support / subsidy provided to any

entrepreneur till date.

• Integrated support system provided in form of specialized

services viz. special skill up-gradation, training, design development, full marketing support i.e. order placement to execution & realization of proceeds.

• Minimum capital investments, no support from any other

agency even banking / financial institutions.

• More and more budding entrepreneurs approaching to join

the project.

• Additional employment of 10,000 people are expected to be

created every year.

Thank you