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KASHMIRI CARPET INDUSTR
YRIDESHA
SAHAA18
1ST JULY 2015
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KASHMIRI CARPETDates back to 1341-1385 in the period of Hazrat HamdaniFlourished during the patronage of AkbarFinest quality of Rug produced for the royalsSilk Carpets woven with mulberry silkHandmade and Knotted
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INFRASTRUCTURE: Family owned cottage industriesHUMAN RESOURCE: Skilled craftsmanTECHNOLOGY: HandloomPROCUREMENT: Raw Materials, Hand Spinning,Dyeing,Openning,Weaving
SUPPORT ACTIVITIES
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PRIMARY ACTIVITIES Selling at small domestic marketsUnorganized marketMainly exportedLack of awareness among IndiansImproper marketing channels
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REASONS FOR LOW ECONOMIC RETURN
Poor reforms in production system
Shortage of raw material
Declining skilled labors Unorganized poor family Riding competitions Decentralized market Dwindling rupee
affecting imports
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HOW TO INCREASE MARKET SHARE ?
Customer solution- One on one with the customers. Employees will sell the carpet direct to customer
Customer’s cost- Customer’s cost will depend on the type of carpet they want.
Convenience- Buy online because it’s easier in suburban areas
Communication- TV and newspaper, Internet
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SWOT ANALYSISSTRENGTH WEAKNESS
1) Artistic handicraft2) Innovative3) Cottage industry uplifting
vocational skills4) Symbolic representation of
love and warmth
1) Unorganized market leading to losses among the skilled labors
2) Inappropriate marketing channels
3) Decentralized market4) Child labor problem5) Internationally people have
less knowledge about it
OPPOURTUNITY THREATS1) Lot of demand for Kashmiri
handicrafts2) Increasing Indian exports3) Cheap labor availability
compare to other country
1) Lot of other countries also producing carpets
2) Machine made cheap alternatives
3) Cheap home furnishing alternatives
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HOW MARKETS CAN BE EXPLORED ?
Youths are more interested in contemporary carpets
Availability of new design and trends
Indian carper qualities are better than China and Belgium
Involvement of more imports to USA
Encouragement of production of carpets based on vegetable dye
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STRATEGIESa) Channelizing the market channel by
availing E commerce websitesb) Making easily availablec) Exporting more amount of carpets d) Making labour union to lookafter about
the welfare of laborse) Government help should be givenf) Getting Foreign Investment
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THANK YOU
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