India has long been known for its rich heritage of handicrafts and handloom products. From intricate wood carvings and pottery to handwoven textiles and metal crafts, Indian artisans have been producing exquisite creations for centuries. However, reaching global markets requires strategic initiatives and support mechanisms. This is where Export Promotion Councils (EPCs) come into play.

Export Promotion Councils, such as the Export Promotion Council for Handicrafts (EPCH) and the Handloom Export Promotion Council (HEPC), are instrumental in bridging the gap between Indian artisans and global buyers. These councils facilitate market access, provide financial assistance, promote trade fairs, and ensure quality compliance to enhance the global reach of Indian handicrafts.

In this blog, we will explore the crucial role of EPCs in the handicrafts sector, examine their initiatives, and highlight how Indian manufacturers can collaborate with Altus Exports to expand their reach in the global marketplace.

1. Understanding Export Promotion Councils in Handicrafts

Export Promotion Councils (EPCs) are non-profit organizations set up by the Government of India to support and promote exports from various industries. In the handicrafts sector, two primary councils play a vital role:

A. Export Promotion Council for Handicrafts (EPCH)

The EPCH was established in 1986-87 under the aegis of the Ministry of Textiles, Government of India. It serves as a one-stop solution for Indian handicraft exporters by providing marketing intelligence, trade facilitation, and policy advocacy.

Key Functions of EPCH:

• Organizing international trade fairs, exhibitions, and buyer-seller meets.
• Providing financial and logistic support to artisans and exporters.
• Ensuring compliance with international quality standards and certifications.
• Conducting skill development programs and design workshops.
• Promoting Indian handicrafts through digital marketing and B2B platforms.
• Advocating policy reforms for the betterment of the handicraft sector.

Impact of EPCH on Indian Handicraft Exports:

• In 2022-23, India’s handicraft exports were valued at USD 3.53 billion, a testimony to EPCH’s efforts in boosting global trade.
• The IHGF Delhi Fair, organized by EPCH, is one of the world’s largest handicraft trade fairs, attracting buyers from over 100 countries.
• EPCH has facilitated over 10,000 exporters, ensuring their access to global markets and business opportunities.

B. Handloom Export Promotion Council (HEPC)

The Handloom Export Promotion Council (HEPC) was set up in 1965 by the Ministry of Textiles, Government of India. It is dedicated to promoting the export of handloom products, including traditional Indian fabrics, home furnishings, and apparel.

Key Functions of HEPC:

• Supporting participation in global textile fairs and expos.
• Providing financial assistance for product development and innovation.
• Conducting export awareness programs for handloom artisans.
• Ensuring compliance with global sustainability and quality standards.
• Facilitating digital marketing strategies for international visibility.

Impact of HEPC on Handloom Exports:

• India’s handloom sector contributes to 15% of global handwoven fabric production.
• In 2022-23, India’s handloom exports stood at USD 343.69 million, covering key markets such as the USA, UK, Germany, and Japan.
• HEPC has successfully promoted brands like Banarasi Silk, Pashmina, and Kanjeevaram sarees, making them globally recognized textiles.

2. How EPCs Support Indian Artisans and Exporters

A. Skill Development and Capacity Building

EPCs conduct various training programs, skill enhancement workshops, and design innovation programs to help artisans modernize their techniques while preserving traditional craftsmanship.

B. Access to Global Markets

Through international trade fairs, B2B meetings, and digital marketplaces, EPCs provide Indian artisans with direct access to foreign buyers.

C. Financial and Technological Assistance

EPCs offer subsidies, grants, and financial aid under schemes like the Market Access Initiative (MAI) and the Merchandise Exports from India Scheme (MEIS) to boost handicraft exports.

D. Digital Marketing and E-commerce Support

With the growing influence of e-commerce, EPCs assist artisans in leveraging online platforms like Amazon, Etsy, and Flipkart Global to sell their products worldwide.

3. Challenges Faced by Indian Handicraft Exporters

Despite the support from EPCs, Indian handicraft exporters face several challenges:

• High Competition: Countries like China, Vietnam, and Indonesia pose stiff competition in the global handicraft market.
• Logistics and Supply Chain Issues: Managing international shipping, customs clearance, and warehousing can be complex and expensive.
• Compliance and Certification Barriers: Meeting international standards such as Fair Trade, ISO, and CE certification can be challenging for small artisans.
• Limited Digital Presence: Many traditional artisans lack knowledge about digital marketing and e-commerce platforms.

4. How Altus Exports Can Help Indian Manufacturers Expand Globally

While EPCs provide excellent support, partnering with a global export expert like Altus Exports can further enhance an artisan’s journey to international markets. Altus Exports specializes in helping Indian manufacturers scale their businesses by providing end-to-end export solutions.

Why Partner with Altus Exports?

• Global Market Access: We connect manufacturers with top-tier buyers across Europe, North America, and the Middle East.
• Logistics and Supply Chain Support: Our expert team handles shipping, customs clearance, and international warehousing.
• Compliance and Certification Assistance: We ensure that all products meet global trade regulations and quality standards.
• Digital Marketing and E-commerce Strategies: We help manufacturers establish an online presence through SEO, social media, and e-commerce platforms.
• B2B Matchmaking: We facilitate direct connections between manufacturers and international wholesalers/retailers.

Join Hands with Altus Exports

If you are an Indian handicraft manufacturer looking to scale your business globally, partnering with Altus Exports is the right step. Learn more about how we can help you grow your exports by visiting: Altus Exports Manufacturer Partnership.

Conclusion

Export Promotion Councils like EPCH and HEPC have played a vital role in putting Indian handicrafts on the global map. Through trade fairs, financial aid, skill development, and digital marketing support, they have empowered artisans to expand their reach. However, to overcome challenges and accelerate growth, partnering with a global export expert like Altus Exports can make all the difference.

With our comprehensive export solutions, logistics expertise, and market access, we help Indian manufacturers scale new heights in international trade. If you are ready to take your handicraft business global, join hands with Altus Exports today!

Partner with Altus Exports and unlock your business’s true potential.