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KASHMIRI CARPET INDUSTRY RIDESHA SAHA A18 1 ST JULY 2015 1
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Kashmiri Carpet

Jan 23, 2017

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Marketing

Ridesha Saha
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Page 1: Kashmiri Carpet

1

KASHMIRI CARPET INDUSTR

YRIDESHA

SAHAA18

1ST JULY 2015

Page 2: Kashmiri Carpet

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KASHMIRI CARPETDates back to 1341-1385 in the period of Hazrat HamdaniFlourished during the patronage of AkbarFinest quality of Rug produced for the royalsSilk Carpets woven with mulberry silkHandmade and Knotted

Page 3: Kashmiri Carpet

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INFRASTRUCTURE: Family owned cottage industriesHUMAN RESOURCE: Skilled craftsmanTECHNOLOGY: HandloomPROCUREMENT: Raw Materials, Hand Spinning,Dyeing,Openning,Weaving

SUPPORT ACTIVITIES

Page 4: Kashmiri Carpet

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PRIMARY ACTIVITIES Selling at small domestic marketsUnorganized marketMainly exportedLack of awareness among IndiansImproper marketing channels

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REASONS FOR LOW ECONOMIC RETURN

Poor reforms in production system

Shortage of raw material

Declining skilled labors Unorganized poor family Riding competitions Decentralized market Dwindling rupee

affecting imports

Page 6: Kashmiri Carpet

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HOW TO INCREASE MARKET SHARE ?

Customer solution- One on one with the customers. Employees will sell the carpet direct to customer

Customer’s cost- Customer’s cost will depend on the type of carpet they want.

Convenience- Buy online because it’s easier in suburban areas

Communication- TV and newspaper, Internet

Page 7: Kashmiri Carpet

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SWOT ANALYSISSTRENGTH WEAKNESS

1) Artistic handicraft2) Innovative3) Cottage industry uplifting

vocational skills4) Symbolic representation of

love and warmth

1) Unorganized market leading to losses among the skilled labors

2) Inappropriate marketing channels

3) Decentralized market4) Child labor problem5) Internationally people have

less knowledge about it

OPPOURTUNITY THREATS1) Lot of demand for Kashmiri

handicrafts2) Increasing Indian exports3) Cheap labor availability

compare to other country

1) Lot of other countries also producing carpets

2) Machine made cheap alternatives

3) Cheap home furnishing alternatives

Page 8: Kashmiri Carpet

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HOW MARKETS CAN BE EXPLORED ?

Youths are more interested in contemporary carpets

Availability of new design and trends

Indian carper qualities are better than China and Belgium

Involvement of more imports to USA

Encouragement of production of carpets based on vegetable dye

Page 9: Kashmiri Carpet

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STRATEGIESa) Channelizing the market channel by

availing E commerce websitesb) Making easily availablec) Exporting more amount of carpets d) Making labour union to lookafter about

the welfare of laborse) Government help should be givenf) Getting Foreign Investment

Page 10: Kashmiri Carpet

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THANK YOU