The Indian handicrafts sector is a vibrant tapestry of culture, tradition, and artistry, contributing significantly to the nation’s economy. In the fiscal year 2021-22, India’s handicraft exports were valued at approximately US$4.35 billion, marking a 25.7% increase from the previous year.

This growth underscores the global appreciation for Indian craftsmanship. Central to this success is the Export Promotion Council for Handicrafts (EPCH), an apex body dedicated to promoting and supporting handicraft exporters.

EPCH: Empowering Exporters with Market Intelligence and Trends

Established in 1986-87, EPCH operates as a non-profit organization with the primary objective of promoting, supporting, protecting, maintaining, and increasing the export of handicrafts.

One of EPCH’s pivotal roles is to provide exporters with comprehensive market intelligence and insights into global trends.

Market Research and Analysis

EPCH conducts extensive research to identify emerging markets and understand consumer preferences. By analyzing global demand patterns, the council offers exporters valuable data on which products are gaining traction internationally. This intelligence enables artisans and businesses to tailor their offerings to meet global tastes, thereby enhancing their competitiveness.

Trade Fairs and Exhibitions

To facilitate direct market exposure, EPCH organizes participation in over 40 international fairs across major markets.

Notably, the IHGF Delhi Fair, recognized by the Limca Book of Records as the largest congregation of handicrafts exporters under one roof, provides a platform for exporters to showcase their products to international buyers. Such events are instrumental in understanding current market trends and establishing business connections.

Design and Product Development

Understanding the importance of innovation, EPCH offers design and product development services. Through initiatives like the ‘Design Register’ and ‘Design Connect,’ the council assists artisans in creating contemporary designs that appeal to global markets while preserving traditional aesthetics.

Challenges Faced by Handicraft Exporters in India

Despite the sector’s potential, Indian handicraft exporters encounter several challenges:

1. Unorganized Marketing and Inadequate Market Information: Many artisans lack access to organized marketing channels and sufficient market information, hindering their ability to reach potential buyers.
2. Inadequate Support Mechanism for Product Development: Limited access to modern design inputs and technological advancements restricts product innovation.
3. Infrastructural Deficiencies: Issues like power interruptions and lack of proper workspaces affect production efficiency.
4. Scarcity of Quality Raw Materials: Artisans often struggle to procure quality raw materials at reasonable prices, impacting the final product’s quality.
5. Financial Constraints: Limited access to credit facilities and working capital hampers the ability to scale operations.
6. Competition with Machine-Made Products: Handmade products often face stiff competition from machine-made goods, which are produced at a lower cost.

EPCH’s Initiatives to Overcome Challenges

To address these challenges, EPCH has implemented several initiatives:

• Market Access Initiative (MAI): EPCH facilitates participation in international fairs and exhibitions under the MAI scheme, providing financial assistance to exporters.
• Skill Development Programs: Regular workshops and seminars are conducted to upgrade artisans’ skills, focusing on modern techniques and quality standards.
• Cluster Development Programs: EPCH has established mega clusters in regions like Jodhpur and Narsapur to provide infrastructural support and promote collective growth.
• Design Innovation: Collaborations with national and international designers help in introducing contemporary designs, ensuring products meet global market demands.

Altus Exports: Partnering with Indian Manufacturers for Global Success

While organizations like EPCH provide foundational support, partnering with experienced export firms can further enhance market reach. Altus Exports specializes in assisting Indian manufacturers in exporting their products globally.

Why Partner with Altus Exports?

• Expertise in Finding Buyers: Altus Exports excels in identifying potential buyers across various international markets, leveraging deep market insights to match products with the right clientele.
• Access to Comprehensive Databases: With subscriptions to numerous databases and information sources, Altus Exports stays ahead of market trends, ensuring manufacturers tap into the most lucrative opportunities.
• Skilled Marketing Team: A dedicated marketing team employs a blend of traditional and digital strategies to promote products effectively in the international arena.
• Extensive Network: Over the years, Altus Exports has built a vast network of contacts, including distributors, agents, and retailers, facilitating smoother market entry and quicker establishment in new territories.

How to Partner with Altus Exports

Altus Exports seeks manufacturers who:

• Produce export-quality products adhering to international standards.
• Aspire to expand their global footprint.
• Possess necessary documentation and certifications for seamless export operations.

By partnering with Altus Exports, manufacturers gain a dedicated export team committed to simplifying the complexities of international trade and helping them tap into new markets with ease.

For more information on forming a strategic alliance, visit Altus Exports’ Manufacturer Partnership page.

Conclusion

The Indian handicrafts sector holds immense potential in the global market. With the support of organizations like EPCH and strategic partnerships with firms like Altus Exports, Indian artisans and manufacturers can overcome challenges, harness market intelligence, and achieve sustained growth in international trade.