Kashmiri Carpets MarketingWorld Cup

8/13/2019 Kashmiri Carpets MarketingWorld Cup

1/10

ugs to iches--Gadda Gyanis IMT Ghaziabad

Srivenkateswarlu Y and Sharad Subramanyam

My pride lies with your comfortmy price is just my work.My living has only one meaningwish I never stop weaving.Kashmiri Artists


2/10

We are erishableWe ,6 in every ten

weavers quit weaving insearch for better

remuneration

80% of the weavers

are below poverty line

(we all weavers under

2 lakhs PA belt)

We are thoroughly

exploited by

government as well as

the middlemen


3/10

E= mc2 of Kashmiri Carpets Eco-Syste

Netw

Weav

AwareConsumer

Better

Demand

Higher

Production

Lower Cost

of Carpets

Higher

Market

Penetration


4/10

What can ben

the Weavers

Fraternity?

What can evolve

into a Profit

making Business

model?

What can instill

trust in the

minds of

consumer?

What can

a sustain

value cha

carpets?


5/10

What is Agrabah Carpets tothe Weavers? (Stage I )

Agrabah employs weavers- Salary basedsystem

Provides group health insurance andhousing securities

Establishes houses of production

In-house training and education facilities

Allowances for Children education andwelfare

Exclusive opportunities for women inmanagement roles


6/10

Production and

Management Centre

Ecommerce

Division

Retail Chain

Division

Pro

Exp

Priority 1 Sell carpets and secondary

products through Flipkartand other e tail stores

Ease of availability totargeted consumer acrossgeographies

Customizability and costefficency

Priority 3 Tie ups with Dcor

showrooms Bulk order negotiations

with wholesale and retailhouses

Market penetrationthrough product mix

Priority 2 Brand am Promotio Stalls in Alliances

Hotels anhouses

Exports apartners


7/10

Strategy

CorpoEntrep

Governmentcompany rev

CSR

Companies

industry by c

weaver with

The connect

by building a

exhibition inIn the proce

doesnt char

This will elim

middlemen a

Companies

a CSR activit

Social EntrepreneurshipMohammed Yunus work

towards entrepreneurship inBangladesh

Adidas made shoes for 1

for Bangladesh for poverty

stricken areas at request of

Grameen bank

Loreal collaborated with

Ghana workers to directly

source Shea Butter for theirProducts


8/10

Markets

18475 18320 18370 19690 20410

23060

3329.25 2727.87 3178.19 2892.44 2863.76 2353.33

2006-07 2007-08 2008-09 2009-10 2010-11 2011-12

Exports

Production of Silk(in MT) Exports (in INR crores)

17

1315

150 KNOTS > 300 KNOTS > 500 KNOTS > 800

Demand

Demand

Targeting NRIs specifically

Colder countries where

warmth is a need, not a want

UK, USA, Germany top

importers

Do a Royal Enfield

Customization on WebSit

User chooses templates

colors

Generating demand keep

traditional flavor intact


9/10

Promotions

Brand Ambassador Precedent Gujarat Tourism

Promotions in Flight Thai Airways

Interior Dcor magazines Educate consumer

Star Hotel Suits equipped with Carpets for a feelof the carpet to the users which attract foreignas well as Indian consumers to buy

Social media houses like Facebook, twitter,blogger, RSS and YouTube

Trade fairs and Exhibitions

Stall in Kashmir, metropolitan airports


10/10

Richer Weavers?

10,000.00

30,000.00

50,000.00

70,000.00

90,000.00

1,10,000.00

1,30,000.00

1,50,000.00

1,70,000.00

1,90,000.00

Mirzapur

Silk

Weavers

Kashmiri

Weavers

Agra Belt

Lower Limit Wage Upper Limit Wage

Weaving .5 to 1.5 carpets of 800 knots a

Greater Knots, greater time for the weav

Greater time for weaving=lesser per ann

potential

The Agrabah solution

Weaver gets variable pay in proportion

demand

Variable Pay depends on the number o

Promise fixed pay component to weave

No daily wage-will make him feel more

employee

No weaver takes the complete respons

carpet

Kashmiri Carpets MarketingWorld Cup

Documents