In a bid to promote handicrafts sector in the country and abroad, the Development Commissioner (Handicrafts) (DCH), ministry of textiles and Export Promotion Council for Handicrafts (EPCH) are leaving no stone unturned. While DCH is planning to set up an international crafts complex in south New Delhi, EPCH is in the process of empanelling advertising agencies to handle publicity campaigns for the sector both in the country and abroad.
According to sources, DCH has appointed EPCH as the project coordinator for the crafts complex, which will be set by a third party. Though the project may have commercial components with very limited scope for revenue generation, it is aimed at achieving the primary objective of textile ministry and EPCH to promote the handicraft sector of the country.
“The Delhi Development Authority has already given 1.93 acre land to the ministry of textiles for the purpose. EPCH is in the process of identifying a consultant, who can help them in finalising a BOT agency for the crafts complex,” said the sources adding that cost of the project was yet to be assessed.
EPCH is also in the process of roping in advertising agencies to undertake event-related advertising campaigns in India and abroad.
It would cover areas like overseas advertisement in newspapers, trade magazines, outdoor and Internet. The advertising agencies should have the capability to design and print catalogues, brochures and mailers.
These initiatives are meant to give some support to the handicrafts sector both in the domestic and international market, they said. According to the latest available data, exports of handicrafts during April 2007-December 2007 have seen a drop of 0.23% at US$ 2,580.43 million against $ 2,586.44 million in the same period in the previous year. In rupee terms, it dropped to Rs 10,458.04 crore as compared to Rs 11,827.85 crore, registering a decline of 11.58%. During the period, exports of art metalware, woodware, hand-printed textiles and scarves, embroided and crocheted goods and miscellaneous items took a beating while other categories like shawls, artwares, zari and zari goods and imitation jewellery showed a reasonable improvement in the international market.