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Promoting Tourism in Uttar Pradesh
The UP Tourism Directorate, established in 1974, looks after preparation and execution of schemes
to promote tourism. These include organising commercial activities, maintenance and promotion of
the history and tradition of Uttar Pradesh. This helps in enhancing involvement of private sector to
develop facilities in the state and promoting the art and craft of the state among other things.
Among the most important heritage rich cities that UP Tourism promotes, is the city of Lucknow.
The name Lucknow itself evokes emotions and reactions of wondrous nostalgia. Its culture blends
aesthetics, elegant graciousness and impeccable mannerisms and has been renowned for its poetry,
music and other distinctive art forms. Amongst these is Chikankari, one of the most appreciated art
of delicate "Hand Embroidery", which is not only famous in India but also praised in every corner
of the world.
Chikankari Industry
Introduction:
Chikankari was invented in Lucknow during the Mughal period and began as white-on-white
embroidery. Pre-partition; the main buyers were from the Muslim community, concentrated to
Dhaka, parts of Pakistan, Hyderabad and Lucknow. In the 1990s, this industry shifted from being
oligopolistic to a monopolistic one, with many new entrepreneurs entering the market. Today,
Chikan embroidery in Lucknow is the biggest artisan cluster of India employing about 2.5 lakh
artisans. They come from fields such as cutting and stitching. Washer men are also an important
part of this cluster which makes the total number of artisans associated with the industry to be 5
lakhs. A detailed exhibit showing the typical Chikan embroidery cluster is given at the end of the
case. It is an international market for its world known Chikankari work.
The History & Evolution:
An integral part of Indian culture since 655 AD, Chikankari was strongly rekindled by Moghul
queen Noor Jehan. Later, it not only enjoyed patronization of the Moguls, but also attained
perfection as the exquisite needlework and hand work underwent further honing and refinement.
Admired all over the world today, the art has trickled into every section of India, especially in the
fashion industry; thanks to the contribution of different forms of medium like films and fashion
shows.
Financial Status of Industry
Current Status: Today, the annual turnover of this industry is ₹ 600 crore. About 15% of the total
fabric production of the country is from Uttar Pradesh and around 30% of the total artisans in India
are employed in Chikankari industry. Also, this industry generates a revenue of about US$1.2
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billion in the state annually. In 2013-14, U.P.’s GDP contributed to 8.46% of the national GDP (U.P.’s
GDP–886,410; India’s–10,472,807). Chikankari contributes 8.12% to U.P.’s GDP (Annual revenue:
$1.2b).
Exports: Direct export of Chikan apparels is estimated to be around ₹ 60 crore. Indirect export
would be at least ₹ 200 crore annually, thus making the potential for export very large.
Performance of Industry and problems faced:
Despite the global recognition of the industry, it’s Lucknow that has still sustained an unrivalled
supremacy in producing the finest Chikan in India. The Chikan work is used in a variety of areas
these days – from ladies suits and garments to table covers and cushion clothes. The process
followed for manufacturing these different products may not be the same. An exhibit at the end of
the case shows the difference in the processes followed by the industry for two different products
(i.e. between suits and sarees).
In spite of the long alliance between Bollywood and Chikankari, there was a recurring problem that
the industry faced. The craftsmen based in Lucknow reluctant to alter the craft according to the
needs of the fashion industry or general customer specially youngsters. They feared that this will
dilute the originality of the art form which they held dearly. However, there has been a change in
the attitude of these conservationist craftsmen lately. Due to the exposure and also the increasing
demand for the craft because of commercial successes like Kabhi Khushi Kabhi Gham, Hum Saath
Saath Hain, Mughal-e-Azam, these craftsmen have found a more adaptive and accommodative
attitude which has helped the industry. The change in attitude and a sense of professionalism
among the younger generation of Chikankari workers have made them an indispensable property
in the Bombay fashion mart as well as the colourful world of Bollywood.
There are many other problems that the industry faces today. The workers employed in the
industry are predominantly women. But because of lack of regulation, most of these workers are
exploited because they are denied minimum fair wages. Due to lack of awareness and also due to
the lack of representation in any government body, these workers have to settle for the meagre
emoluments their employers deem fit. Some big players with large outlets dominate the market.
They have considerable freedom in both, deciding the wages to be paid to the workers, as well as,
deciding the price to be charged from the customers which allows them to garner significant profit
margins.
Looking at the craft, as with any other industry, the Chikan industry is also facing a tough
competition from China, because of machine-made imitations. These imitations have dominated the
international market due to low pricing. Adding to that, the fabric has not been able to attract the
youth due to poor branding. Hence, due to these problems coupled with other factors such as
significantly huge time taken to produce the end product and poor understanding amongst the
workmen of market demand, the industry is not performing up to its full potential.
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Initiatives Underway
Government Intervention:
Textile clusters (Trade Facilitation Centre) - Giving a shot in the arm to indigenously produced
textile, the finance ministry announced last year its decision to set up seven textile mega-clusters in
the country. Three of the seven will be set up in Uttar Pradesh, at Varanasi, Bareilly and Lucknow.
A budget of Rs. 500 crore has been set aside for setting up the mega clusters. The decision, widely
welcomed by domain experts is set to boost the local handicraft comprising the Benarasi silk,
Lakhnavi Chikankari and zardozi and Bareilly's indigenous kite string.
Women Entrepreneurship Promotion Scheme 2014-15 - Uttar Pradesh government has started this
scheme to empower women and ensure their participation in the process of industrialisation. Under
the scheme, unemployed women are eligible for easy seed capital to start their own micro or small
enterprise. The loan, provided by nationalised banks, financial institutions or the State Financial
Corporation, is for the purchase of plant and machinery. The beneficiaries are entitled to a loan of
Rs 50,000 per year at five per cent interest, subject to a ceiling of Rs 250,000 in five years.
Some other recent initiatives by the government include:
- MANAS (Maulana Azad National Academy for Skills), an initiative for promoting
skill development by imparting training to the minority population
- USTTAD (Upgrading the Skills and Training in Traditional Arts / Crafts for
Development) at Varanasi which is one of the main hubs of Arts and Crafts
associated with the minorities
- ‘Nai Manzil’ which was launched by the Ministry of minority affairs in August this
year which intends to target school drop-outs, Madarsa-qualified students, etc. for
enhancement of their education with skill training
- Chief Minister Akhilesh Yadav, on behalf of the government of Uttar Pradesh has
announced the annual Kaifi Azmi Award for excellence in the arts, which carries a
cash prize of Rs 5 lakhs. This will help deserving artistes pursue their dreams.
Other Stakeholders:
NGOs:
The mission of this Self Employed Women's Association (SEWA-Lucknow), which was established
with 31 women in 1984, is providing its member artisans' direct, appropriate and timely wages. The
USP, of course has been the rejuvenation of Chikankari itself. It has succeeded remarkably in
restoring the dignity of the craft. Currently, "Chikankari" products are much sought after by global
connoisseurs involving renowned designers, boutiques and fashion houses, and SEWA has done a
remarkable job in making Chikankari products available for them which has helped the workers
reach out to a new market. SEWA’s prime objective has always been making the craftswoman excel
in her vocation as well as in the quality of her life.
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Private Sector and E-Commerce:
More and more young entrepreneurs are realizing the value of Chikankari and the huge opportunity
that exists in by marketing Chikankari work through new channels. Apparel e-commerce sites are
increasingly introducing Chikankari works in their range of offerings and are realizing huge profits
from them. Some recent examples have been Shopatplaces, Myntra, Fabindia etc. Adirag, founded by
a young entrepreneur Aditi Garg, is helping the artisans match the palate of the modern buyer, “By
partnering with artisans across the country, we are not only preserving the rich and diverse culture
of India, but also offering contemporary-chic and sophisticated fashion products.”
Case
Key Aspects of the case:
1. Why, despite huge domestic and international demand for the product, the Chikankari
market has been unable to capitalise and grow outside UP?
2. What can UP Tourism do to leverage this craft to attract more tourists while at the same time
improving the industry practices to improve the present condition of workmen employed
here?
Deliverables from Participants:
Create a detailed marketing strategy for UP Tourism to promote tourism by leveraging the
Chikan Industry
i. Objective - Create awareness among domestic and international tourists about industry
using advertising campaigns.
ii. Include a detailed communication plan focusing on how and why to implement various
promotional strategies
iii. What are the challenges and opportunities in promoting this industry?
iv. Analysis has to be logically sound, qualitatively and quantitatively rigorous for e.g. cost
benefit analysis may be conducted.
v. Additional information from online and offline sources can be used to solve your case and is
encouraged in order to make your plan more implementable.
Layout a 4-year plan to increase the revenue of the Chikan Industry of Lucknow by 3 folds till
2020
i. Address the current problems faced by the industry as mentioned in the case. Underline the
key issues in each of these problems
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ii. Discuss the major focus areas ex: increasing exports, that will help increase the revenue of
the industry.
iii. Once, the key areas are identified, highlight the process of implementation
Make a detailed plan for setting up a government emporium in Lucknow to sell unique crafts
such as Chikan work
i. Objective: Ensuring that the workers are compensated fairly and at the same time customers
have an authentic shop where in they can buy the Chikan work etc. without being
apprehensive about it being overpriced or of substandard quality.
ii. Please look at the items you would like to offer at the store.
iii. Also elaborate on how to go about offering Chikan work at the store. This includes
Suppliers, Artisans, Stock, Consumer preference, Price points, and distribution. This is not
an exhaustive list and can include many more things.
Submission Guidelines
o The deadline for submission is 2330 hrs, Nov 9, 2015
o Kindly refer to the section below titled ‘Validation of solution with QuestionPro’. This is
required to be included in a slide of the presentation to validate the acceptance of your
solutions by primary market research
o Submissions should be in the form of Power-point deck (.pdf/.ppt/.pptx) of 10 slides (1
Cover Slide with Personal Profile + Executive Summary + 8 Solution slides)
o Submission is to be named as
<TeamName_CollegeName_TravelTrails_R1.pdf/.ppt/.pptx>
o Teams can upload their entries at the upload link made available on the Travel Trails event
dashboard on the event page (iiml-manfestvarchasva.com/content/travel_trails/). The
upload link will be made available in due course.
o The submissions will be evaluated on the following parameters:
- Exhaustive understanding of the case scenario and context
- Depth of analysis of industry, existing business model & key challenges
- Novelty, feasibility and practicality of ideas proposed
- Utilization of marketing channels & detailing of strategy proposed
- Structure of presentation & clarity of ideas conveyed
- Completeness / comprehensiveness of the solution
Validation of solution with QuestionPro
o Participants are required to conduct a primary market research of their solutions using
QuestionPro platform with at least 10 survey participants and include the analysis of their
findings in a slide in the submissions
o For this, please log on to www.questionpro.com, register and create a survey.
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Exhibit 2
CHIKANKARI PROCESS FLOW CHART
FOR LADIES & GENTS SUITS FOR SARIS & SUIT LENGTHS
CLOTH CLOTH
CUTTING CUTTING
STITCHING PRINTING
PRINTING EMBROIDERY
EMBROIDERY JALI WORK
JALI WORK PICO (in saris only)
FINAL STITCHING WASHING
WASHING PRESSING
PRESSING FINAL PRODUCT FOR SALE
FINAL PRODUCT FOR SALE
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References:
i) www.uptourism.gov.in
ii) www.termpaperwarehouse.com
iii) http://timesofindia.indiatimes.com/city/lucknow/What-ails-chikan-industry-find-IIM-L-
students-give-solutions/articleshow/11584358.cms
iv) http://timesofindia.indiatimes.com/budget-2015/union-budget-2015/Rs-500cr-allocation-
bodes-well-for-UPs-chikan-zardozi/articleshow/38161312.cms
v) https://en.wikipedia.org/wiki/Chikan_(embroidery)
vi) http://www.comminit.com/content/putting-icts-hands-women-kanpur-and-chikan-
embroidery-workers-lucknow
vii) http://shodhganga.inflibnet.ac.in/bitstream/10603/23080/10/11_chapter2.pdf
viii) http://www.business-standard.com/article/sme/uttar-pradesh-to-promote-women-
entrepreneurs-114120101212_1.html
ix) http://www.vccircle.com/news/technology/2015/07/24/indian-angel-network-invests-
ethnic-lifestyle-products-e-tailer
x) http://social.yourstory.com/2015/03/threadcraft-india/
xi) http://social.yourstory.com/2015/09/adirag/
xii) http://www.thecitizen.in/NewsDetail.aspx?Id=4349&NO/END/TO/THE/EXPLOITATIO
N/OF/CHIKANKARI/WORKERS
xiii) http://www.oneindia.com/feature/budget-2014-know-all-what-pm-narendra-modi-
government-offers-for-uttar-pradesh-1480939.html
xiv) http://timesofindia.indiatimes.com/home/sunday-times/Putting-the-brakes-on-
fashion/articleshow/48496515.cms
xv) http://www.dnaindia.com/entertainment/report-uttar-pradesh-government-announces-
the-annual-kaifi-azmi-award-2121221
xvi) http://www.dailyexcelsior.com/modi-govt-believes-in-empowerment-of-minorities-with-
dignity-dr-jitendra/
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