A strong brand, innovative designs and upgradation of technology would be the key inputs of the government?s new strategy for boosting handicraft exports that have declined by over 50%, to Rs 317 crore, this fiscal from Rs 677 crore last year.
The focus of exports markets would be shifted from the US and European Union, which have been hit by slowdown to Latin America, South Africa, Middle East and Switzerland.
?While Miss Columbia and runner up 2008 Taliana Varga has been selected as brand ambassador for promotion of brand India in the new markets, the government has decided to launch five brand themes to promote traditional needle craft, fashion accessories, festive decoration, tribal craft and natural fiber craft,? handicrafts development commissioner Sanjay Aggarwal told FE on the sidelines of an inaugural function of Indian Handicrafts and Gifts Fair-Spring 2009-organised by Export Promotion Council for Handicraft (EPCH).
The initiative is expected to enhance the exports markets for handicraft from the current Rs 317 crore to Rs 1,000 crore in the next three years. About 7,500 artisans would be engaged per themes via cluster development in partnership with major corporate houses. Partnerships have been firmed up with Mother Earth Store from Banglore and Big Bazzar for the same. Acia Foundation will promote tribal craft and needle craft clusters would be promoted by EPCH.
Inaugurating the function minister of state for textiles EVS Elangovan said, ?The government has announced fiscal incentives like Vishesh Krishi and Gram Udyog Yojna, interest subvention, pre-shipment and post-shipment credit and special package for the cluster development of handicrafts, especially for Moradabad, Narsapur.
The government has decided to develop a website on these themes for which six bidders have been short-listed, he added.As many as 35 technical experts would prepare five broad themes in association with national awardees in handicrafts. The group would study requirement of latest tools and common facilities centers in key handicrafts production centres.
The textiles ministry has tied up with commerce ministry for the preparation of broachers and catalogues for which Rs 1.5 crore has been sanctioned. The recommendations are accepted to be submitted this fiscal only, Elangovan said.
