Pashmina Enhancement & Trade Support (PETS) Project Project - PowerPoint PPT Presentation

Pashmina Enhancement & Trade Support (PETS) Project Project Results

Pashmina Enhancement and Trade Support Project Proj oject Ob Objectiv ive To contribute to economic and social development of Nepal through export growth and market diversification of Chyangra Pashmina (CP) products manufactured by Pashmina exporters in Nepal Outcome 1 Outcome 2 Outcome 3 NPIA provides sustainable services to CP manufacturers increase exports in New buyers in priority markets recognize its members and CP stakeholders target markets due to increased CP label as a niche luxury product International competitiveness In Indic icators:  Increase of CP exports  Increased income of CP manufacturers  Employment created in the CP sector  CP products of verified and traced Nepalese origin sold in international market using CP trademark

PETS Proje ject Result Hig ighli lights – Outcome 1 NPIA is a stronger organisation that serve its member better  Development and implementation of the NPIA medium-term institutional strategy and a corresponding service portfolio  NPIA/members strengthened to apply TM protection tools, conduct CP value chain analysis, product development, international marketing, financial management  NPIA website developed and NPIA staff trained on managing of the site  NPIA developed project management capabilities Improved sector engagement and representation to advance sector priorities • Project served as a vehicle to bring all sector stakeholders closer together

PETS Proje ject Result Hig ighli lights - Outcome 1 Strategic Linkages between NPIA and CP farmers established  Value chain studies in Upper Mustang and Manang undertaken  NPIA understands constraints and opportunities to ensure appropriate backward linkages  Farmers from Mustang met with public and private sector representatives to jointly tackle challenges of the CP value chain  Farmers trained on forming cooperatives and supported with registration  Registration of Mustang Chyangra and Pashmina Farmers’ Association (MCPFA) completed  MCPFA supported to expand its membership base from 30 Chyangra rearing families to 250 families  Members bought fibre directly supporting farmers with higher prices (up to 80% higher)

PETS Proje ject Result Hig ighli lights - Outcome 1 & 2 Linkage between CP Sector and training institutions (NCFT) established  Improved CP sector capacity to provide services to students, manufacturers and CP stakeholders  NPIA and NCFT jointly developed a new CP-specific product development and design course  Altogether 35 students were trained – all students had internships in the industry  15 companies offered internships and 11 NCFT students found permanent employment in the CP industry  CP design course officially integrated in the 4 year bachelor degree course

PETS Proje ject Result Hig ighli lights – Outcome 2 Pashmina exports did much better than Nepal's overall exports decline  Exports of woven and knitted pashmina (cashmere) products declines by 2.2% (5.7% according to TEPC data)  But Nepal’s total exports declined by 15% (16.7% according to TEPC data) in the period 2013 to 2017  Traditional woven product exports declined by 13.5% (source TEPC)  This development needs to be viewed in the context of global imports under this HS code, which dropped in 2017 and more than Nepalese exports did

PETS Proje ject Result Hig ighli lights – Outcome 2 Export data shows product diversification into knit products  Product offerings diversified: fine cashmere knitted products in the form of cardigans, pullovers, etc. are now increasingly in demand  Strong increase of product diversification into knit products increasing by 85% to over 5.1 million US$ in 2017

PETS Proje ject Result Hig ighli lights – Outcome 2 Survey of companies that participated in international trade fairs  Over 2,104 CP sector actors supported through capacity development interventions  42 companies increased their competitiveness to compete in the US, Japanese, French and Hong Kong market  26 companies indicated additional exports of $ 918,000 after trade fair participations  22 companies reported having created 203 new jobs plus recruited 11 students from NCFT  The evaluation found that actually 672 new jobs were created!

PETS Project Result Hig ighlights 26 companies report an export increase y 16% or $918,000 2014 2015 2016

PETS Project Result Hig ighlights – Outcome 2 27 companies reported the following: • Number of new business clients: 425 • Number of samples sent out after trade fairs: 4,125 • Export value of samples sent: $173,688 • Number of new clients placing orders: 201

PETS Proje ject Result Hig ighli lights – Outcome 3 Increased awareness of the CP trade mark in priority markets  Via participations in international trade fairs, developing a new market-oriented website, marketing materials, magazine adverts, placing posters at airport, etc.  Launching of digital and social media campaign reaching more than 1,360,456 people in USA and Japan, increasing CP trade mark awareness  Increased use of trademark label every year from 2600 pieces in 2014 to 12883 pieces in 2017, with more than 31,000 labels issued so far  CP branding guideline developed to standardize use of the CP label  The CP woven label redesigned following branding guidelines

THANK YOU Pashmin ina Enhancement and Trade Support (P (PETS) Proje ject ct Matthia ias Knappe knappe@in intracen.org