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 of 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 offices, 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

Exclusive Bamboo Products Made of Crushed Bamboo

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.

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