The Indya Collection project is sponsored jointly by the Development Commissioner of Handicrafts, under the Union textile ministry and the United Nations Development Programme (UNDP). "It owes its inspiration to the rich Indian culture, which dates back to over 5,000 years," says Mr Vinod Malhotra, national consultant, UNDP. He adds, "We have selected seven broad themes: Indian architecture, textiles, miniature paintings, folk art and craft, hand-painted and printed textiles, jewellery and Raag-Raagini paintings to promote under the brand umbrella of Indya Collection."

Global competition has compelled traditional Persian carpet exporters to tread on a new path. According to Mr Malhotra, the American and European markets are demanding new, different products. Further, consumers in the countries there would prefer to buy Persian carpets from Persia rather than imitations from India. He says, "We felt that we could make use of the rich cultural heritage of our country and create something new."

Twenty designers from the National Institute of Fashion Technology (NIFT) were identified to create designs for the Indya Collection. Available in all sizes and varied colours, the designs draw their inspirations from the Patola, Ikat, Bandhani, Rudraksha and Meenakari streams of art. Figures of both human beings and animals acquire distinct characteristics in the carpets. However, the prices of these woollen and silk carpets have not yet been finalised.

Vegetable dyes are used in the carpets. Mr Malhotra says, "We needed something different. The vegetable dyes make the carpets eco-friendly, which boosts their standing with customers in other parts of the world." But the vegetable dyed carpets will be priced higher than chemical dyed carpets, he reveals.

Unfortunately, these nouveau style carpets are meant primarily for the export market. It will take some time for the Indian customer to get his hands on them. Mr Malhotra explains, "The Indian carpet industry is 95 per cent export oriented and Germany is the largest importer of Indian carpets with a 50 per cent share. Next on the list are the US and Canada with a combined 30 per cent share, followed by France, Holland, Italy, Japan and the UK."

The carpets were on display at the recent three-day exhibition organised by the Central Cottage Industries Emporium (CCIE). Satisfied with the tremendous response it received there, the Indya Collection now plans to exhibit its products at the Domotex Fair in Hannover, Germany, scheduled for January 13-16, 2001, and then at Oriental Rug Show in Atlanta in July 2001.