deepti carpet

8/7/2019 DEEPTI CARPET

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The History Of Carpet

In the beginning woven carpet

The carpet industry in the United States began in 1791 when WilliamSprague started the first woven carpet mill in Philadelphia. Others opened

during the early 1800s in New England. Included in that area was Beattie

0020 Manufacturing Company in Little Falls, New Jersey, a company that

operated until 1979.

In 1839, Erastus Bigelow permanently reshaped the industry with the

invention of the power loom for weaving carpets. Bigelow's loom, which

doubled carpet production the first year after its creation and t ripled it by

1850, is now part of the Smithsonian Institution's collections. He continued

to devote his life to innovation -- 35 separate patents were issued to him

between 1839 and 1876. Bigelow introduced the first broadloom carpet in

1877.

The power loom with Jacquard mechanism was developed in 1849, and

Brussels carpet was first manufactured by the Clinton Company of

Massachusetts. The Brussels loom was slightly modified, making possible

the manufacture of Wilton carpet. Later, the Hartford Carpet Compa ny

joined with Clinton Company to become Bigelow Carpet Company.

In 1878, four Shuttleworth brothers brought 14 looms from England and

established their manufacturing plant in Amsterdam, New York. In 1905,the company introduced a new carpet, Karnak Wilton. Its instant success

was phenomenal. Flooded with orders, a new building had to be

constructed to exclusively handle Karnak production. Weavers worked

four and five years without changing either the color or pattern on their

looms.

Alexander Smith started his carpet manufacturing plant in 1845 in West

Farms, New York. An American, Halcyon Skinner, had perfected the

power loom for making Royal Axminster in 1876. He and Alexander Smith

combined, forming a very successful carpet company. Alexander Smith waselected to Congress in 1878, but died on the evening of Election Day.

Sixteen hundred people were employed at his factory at the time of his

death. Alexander Smith & Sons continued. During World War I, the carpet

looms were converted to make tent duck and navy blankets. In 1929

Alexander Smith & Sons was the largest manufacturer of carpets and rugs

in the world.


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Simulating the "Oriental" rug

Industrialist/retailer Marshall Field had a traditional Axminster weaving

loom modified to create what no one else had ever created -- a machine-

made rug woven through the back, just like a handmade Oriental,

featuring intricate designs and virtually unlimited color variety. Karastansrug mill was established in 1926, and introduced the first Karastan rugs to

the public in 1928.

Alexander Smith, Bigelow, and Karastan are companies continuing today

as divisions of Mohawk Industries, headquartered in Georgia.

There are many manufacturers today producing both simulations of

antique designs and updated "oriental" type rugs by both weaving and

tufting processes.

Indian Carpets - History and Manufacture

The Legend of Indian Carpets

Indian Carpets are renowned the world over for their

exquisite designs, subtle elegance, attractive colours and

workmanship. The magnificence of Indian carpet weaving

and the intricate patterns that have emerged from it have

substantially increased India's carpet exports and placed it

prominently in the international carpet map.

Carpet weaving was brought to India by the great Mughal

Emperor Akbar in the 16th century. Some of the most

exclusive carpets were created during the Mughal reign, each carpet unlike

the other but infused with a common magic of colours and design.

The carpet weaver has gradually grown as an artist, a creator who couldweave poetry in to his designs and every knot he tied, giving a touch of

aesthetic beauty to his creations.

A carpet weaver's skills are his own and the designs he evolves are from his

mind to be translated in to beautiful form with the help of wool and silk.


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Infusing Colour

Colours fascinate. And when they are blended with

material and designs, they acquire a radiance that is

alive. Indian carpets are renowned for their exotic

colours.

At the beginning of the 20th century, nature was the

most important source of perfect dyes and subtle and

attractive colours.

Madder, which grows almost everywhere, was the most important

colourant of vegetable origin. Its root provided the whole range of pinks

and reds and with the green from the grass and brown from the kik er tree.

This gave the weaver a wide choice. Nowadays, all types of natural dyes are

used.

The feel

From the outset, wool has been the basic

material for the knotted woollen carpet.

The wool used for the pile has a variety

of origins, the use related to the role forwhich the carpet is being woven.

However silk is commonly used in handknotted silk carpets in Kashmir

where the weaver also has access to the wool of the highest quality .

DesigningExcellence

Pattern in a carpet is as much an integral part of

the carpet as coloring. The Indian carpet weaverfreed carpets from the limitation of space,

repeated intricate and infinite patterns in an

ordered symmetry and wove abstract symbols

into dense ornamentation.

The figurative was combined with the geometric

and floral with the arabesque. The usual


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procedure adopted by the weaver is to draw his designs and transfer them

to graph paper on which each square represents a single knot.

Then the paper is divided into varying parts depending on whether the

pattern is intended for the centre medallion or for a part os a repeated

pattern. these sheets of paper are then passed on to the knotting workshop.

The other manner followed by the weavers of Kashmir and Amritsar is the

'Talim' which demands time and experience. A coded colour chart

indicates the number of knots to be woven in their respective colours. The

master-weaver reads aloud from it and the weavers follows his directions

carefully. The colours and number of knots to be woven are indicated by

signs.

The master-weaver winds the warp around the loom and begins chanting

the 'Talim' and the knitters chant their reply after carrying out the

instruction.

Weaving the Magic of Creativity

The loom gives shape to the carpet-weaver's creative

expressions.

One of the most commonly used loom in India is the

roller-beam loom. The simplest of these looms has twohorizontal wooden beans between which the wrap

threads are stretched, the one beam i n front of the

weaver, the other is behind the first. As the knotting

proceeds, the carpet is rolled to the back of the loom.

The weaver begins by weaving a selvedge and several shoots of weft are

passed to form a narrow band to secure the knots at the end of the carpet.

The Indian carpet weaver uses the asymmetrical or Persian knot which is

tied with a strand of Yarn around two adjacent warp threads, leaving some

threads free at either side for the lateral selvedges. Each knot is separatedfrom its neighbour by a loop that is cut after the next shoot of weft. this

knot is also called the 'two-handed knot' as it can be executed both from

right to left and from left to right. The process is more widespread as it is

more rapid.


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Washing And Finishing

Washing of a carpet is done to bring sheen and lustre,

therefore, it is as important as colouring, designing and

weaving. this is the final stage of carpet weaving and hence

requires a lot of careful handling.

Before washing, the carpet goes through the stage of burning

the back of the carpet, rubbing with wired brush and berai to

make it even.

Washing is done with water mixed with soap, bleaching

powder and other natural chemicals. After washing, the carpet

is kept in the sunlight for drying and then it is sent for

clipping.

The final appearance of a carpet comes after clipping and chemical

finishing. The art of clipping reflects on the emboss like finish in the final

carpet.

Finishing is a meticulous process which requires skillful craftsmanship and

is done piece by piece in handknotted carpets.

Carpet Types


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Handknotted Woollen Carpets

Handknotted Woollen Carpets from India speak eloquently of the superb

workmanship of the Indian carpet Weavers. Their design and colourschemes have their own independent logic and their own unique magic. The

art of weaving carpets has percolated through generations and the Indian

craftsmen have been creating the greatest of speci men since the medieval

period.

The Indian woollen carpets are inspired by the classical Persian Tradition

of motifs to the most modern design. Superior hand-knotting technique,

variety of designs, colours and a good number of knots per square inch

have made them desired objects to impar t a vivid appearance to a home

besides adding warmth to it.

The prominent areas which produce woollen carpets are Bhadohi,

Mirzapur, Khamaria, Ghosia, Varanasi and Agra in Uttar Pradesh;

Amritsar and Pathankot in Punjab and Jaipur in Rajasthan.


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Tufted Woollen Carpets

The handmade Tufted Woollen Carpets are produced with the help of

tufting guns. A good quality fabric is used for a desired pile density and

number of stitches per square inch. The variety of designs and colours used

in these carpets make them a feast to one's eyes.

Panipat is main carpet producing centre of Tufted Woollen Carpets.

GABBE Woollen Carpets


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Hand-knotted Gabbe Woollen Carpets portray a unique tradition of Tribal

Design.

The continuity of superb artistic tradition of Tribals have made these

carpets a product of a living and thriving art. The raw material

composition of these carpets is generally 75% wool and 25% cotton.

Gabbe Woollen Carpets are mainly produced in Bhadohi-Mirzapur region

in Uttar Pradesh.

Handmade Woollen Dhurries


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Woollen dhurries are one of the least expensive yet very elegant 'H and-

WovenFlat Floor-Coverings'.

Dhurries are just perfect to use anywhere: in a room, in a formal setting, or

casually in a balcony echoing its democratic antecedents. Its variety of

colours are fast selling and have made them one of the popular floor

coverings in the world.

Woollen dhurries are mainly produced in Bhadhohi, Mirzapur, Agra,

Jaipur, Panipat and Bangalore.

Pure Silk Carpets


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Staple/Synthetic carpets are synthetic handknotted carpets with a feel of

silk. These finely knotted carpets (256 knots per square inch) imbibe all the

aesthetic characteristics of classical and contemporary designs and colours.

The main carpet producing centre of Staple/Synthetic carpets are Srinagar

(Jammu & Kashmir), Agra and Gwalior.

Chainstitch Rugs


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Decorative handmade embroided floor coverings or Chainstitch Rugs are

made of 65% Wool or Silk yarn 35% cotton yarn. Intricate needlework by

creating a variety of traditional and modern designs and colours in these

rugs reflects a fine craftsmanship of the worker.

Chainstitch Rugs are mainly produced in Kashmir

Foreign Policy


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HIGH LIGHTS OF FOREIGN TRADE POLICY 2009-14

Shri Anand Sharma, Honble Minister of Commerce & Industry

announced Foreign Trade Policy 2009 -2014. Some of the highlights of thenew policy announced on 27th August,2009 are given below for

information of the Members :

1. The incentive available under Focus Market Scheme (FMS) ha s been

raised from 2.5% to 3%.

2. The incentive available under Focus Product Scheme (FPS) has been

raised from 1.25% to 2%.

3. A common simplified application form has been introduced for taking

benefits under FPS, FMS, MLFPS and VKGUY.

4. To simplify claims under FPS, requirement of Handloom Mark for

availing benefits under FPS has been removed.

5. Higher allocation for Market Development Assistance (MDA) and

Market Access Initiative (MAI) schemes is being provided.

6. Jaipur, Srinagar and Anantnag have been recognised a s Towns of

Export Excellence for handicrafts;.

7. To accelerate exports and encourage technological upgradation,

additional Duty Credit Scrips shall be given to Status Holders @ 1% of the

FOB value of past exports. The duty credit scrips can be used for

procurement of capital goods with Actual User condition. This facility shall

be available upto 31.3.2011.

8. Transferability for the Duty Credit scrips being issued to Status Holders

under paragraph 3.8.6 of FTP under VKGUY Scheme has been permitted.

This is subject to the condition that transfer would be only to StatusHolders and Scrips would be utilized for the procurement of Cold Chain

equipment(s) only.

9. To impart stability to the Policy regime, Duty Entitlement Passbook

(DEPB) Scheme is extended beyond 31-122009 till 31.12.2010.


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10. Interest subvention of 2% for pre-shipment credit for 7 specified

sectors has been extended till 31.3.2010 in the Budget 2009 -10.

11. The adjustment assistance scheme initiated in December, 2008 to

provide enhanced ECGC cover at 95%, to the adversely affected sectors, is

continued till March, 2010.

12. In cases, where RBI specifically writes off the export proceeds

realization, the incentives under the FTP shall now not be recovered from

the exporters subject to certain conditions.

Total Exports from 1961-62 up to 2008-09

EXPORTS OF CARPETS, RUGS, DRUGGETS INCLUDING NA MDHAS

YEAR

VALUE OF EXPORTS

Rupees Crores (US$ Million)

1961-62 4.42 (9.30)

1962-63 4.49 (9.45)

1963-64 5.43 (11.42)

1964-65 5.66 (11.91)

1965-66 4.62 (6.79)

1966-67 7.79 (11.08)

1967-68 9.76 (13.88)

1968-69 11.15 (16.39)

1969-70 11.69 (17.00)

1970-71 10.94 (16.33)

1971-72 13.69 (17.96)1972-73 21.44 (27.44)

1973-74 26.42 (34.39)

1974-75 36.11 (42.56)

1975-76 41.43 (50.46)

1976-77 66.41 (79.38)

1977-78 81.96 (99.52)


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1978-79 99.37 (125.47)

1979-80 135.38 (173.72)

1980-81 159.24 (209.40)

1981-82 177.08 (206.20)

1982-83 172.37 (191.86)1983-84 194.76 (188.35)

1984-85 245.42 (206.43)

1985-86 219.95 (179.77)

1986-87 283.60 (221.94)

1987-88 375.04 (289.25)

1988-89 451.28 (311.66)

1989-90 420.08 (252.30)

1990-91 565.34 (282.61)

1991-92 847.61 (304.41)

1992-93 1047.93 (381.99)

1993-94 992.00 (316.13)

1994-95 1102.94 (351.02)

1995-96 1364.92 (408.07)

1996-97 1584.79 (446.41)

1997-98 1661.58 (447.07)

1998-99 2013.94 (478.68)

1999-2000 2136.03 (492.93)

2000-01 2315.15 (512.03)

2001-02 2436.13 (514.07)

2002-03 2590.26 (532.96)

2003-04 2779.79 (614.44)

2004-05 2583.62 (591.62)

2005-06 3082.06 (696.53)

2006-07 3674.86 (807.94)

2007-08 3524.73 (875.71)

2008-09 2708.73 (600.06)


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Country-wise Exports

Country-wise export data from 2003-04 to 2008-09 (Prov)

S.

No.Country 2005-06 2006-07 2007-08 2008-09(Prov.)

Rupees

Crores

U.S. $

Million

Rupees

Crores

U.S. $

Million

Rupees

Crores

U.S. $

Million

Rupees

Crores

U.S. $

Million

1 Argentina 5.99 1.35 6.98 1.53 7.20 1.79 10.52 2.33

2 Australia 35.55 8.03 51.08 11.23 62.56 15.54 68.81 15.20

3 Austria 23.47 5.30 27.92 6.13 19.11 4.75 23.7 5.25

4 Belgium 27.50 6.21 33.80 7.43 58.02 14.41 11.56 2.56

5 Brazil 15.80 3.57 17.25 3.79 17.7 4.41 4.69 1.04

6 Canada 41.93 9.47 49.97 10.98 59.33 14.74 40.27 8.92

7 Denmark 21.90 4.95 26.09 5.73 28.36 7.05 18.82 4.17

8 Finland 15.96 3.61 18.74 4.12 16.27 4.04 14.67 3.25

9 France 47.93 10.83 56.96 12.52 56.78 14.11 48.84 10.82

10 German 585.35 132.2 698.22 153.5 646.71 160.6 613.24 135.8

11 Italy 38.25 8.64 45.56 10.01 105.94 26.32 25.5 5.65

12 Japan 54.79 12.38 65.04 14.30 59.83 14.86 48.75 10.80

13 Netherla 30.75 6.95 36.38 7.99 44.02 10.94 19.09 4.23

14 Norway 7.53 1.70 8.81 1.93 8.94 2.22 6.41 1.42

15 Sweden 24.37 5.51 29.03 6.38 46.41 11.53 18.28 4.05

16 Switzerla 15.14 3.42 18.00 3.95 9.13 2.27 26.86 5.95

17 Spain 32.87 7.43 38.95 8.56 82.07 20.39 24.38 5.40

18 U.S.A. 1533.5 346.5 1833.0 403.0 1668.8 414.6 1359.2 301.1

19 U.K. 158.98 35.92 189.25 41.61 183.07 45.48 112.18 24.85


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20 Others 364.50 82.36 423.81 93.19 344.42 85.57 212.87 47.20

Total 3082. 696.4 3674.8 807.9 3524.7 875.7 2708.7 600.0

Comparison 2007-8 & 2008-09

Statement of estimated Exports for the month of April - March 2008-09 in comparison

with the April- March, 2007-08

Products

Value of Exports

April- March

Value in Rupees Crores

April- March

Value in U.S. Dollar Million

2007-

08

2008-

09

Percentage

increase (+) /

decrease (-)

2007-08

@40.2513

2008-09

@45.1410

Percentage

increase (+) /

decrease (-)

Handmade Woollen Carpets,

Rugs,

Druggets, Durries etc.

including Cotton Carpets

excluding Handmade

Woollen Tufted Carpets

2076.57 1451.28 (-) 30.11% 515.90 321.50 (-) 37.68%

Handmade woollen tufted

carpets 1156.70 983.22 (-) 15.00% 287.40 217.81 (-) 24.21%

Handmade Silk Carpets 221.87 210.58 (-) 5.09% 55.12 46.65 (-) 15.37%

Handmade Staple/ Synthetic

Carpets69.59 63.65 (-) 8.54% 17.29 14.10 (-) 18.45%

Total 3524.73 2708.73 (-) 23.15% 875.71 600.06 (-) 31.48

Indian Carpet Industry and its SWOT Analysis

Carpet Industry is one among the industries prevailing in India since

centuries. Indian Carpet Industry has always been a crucial part of Indian

export industry. Moguls brought and introduced carpet weaving in India

which survived and flourished greatly.


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Over the period, ancient weavers has transformed into modern artist who

imbibe the magical colours to the Indian carpets. These artists bring

aesthetic touch to the carpets by doing magic with colours and provide

carpets an unusual beauty and elegance. The study revealed that the total

carpet exported last year was worth Rs 2600 crores whereas the size of thedomestic market was condensed to about Rs 200 crores.

Carpet holds a grace and recognition from over centuries. Earlier, only a

few centers in India were involved in carpet weaving but slowly, various

clusters have risen in northern part of India for the same purpose. Each

center has its own competitive advantage. These centers employ nearly

millions of people all across the country. Mojor belts of car pets include

Bhadohi, Mirzapur and Agra belt in Uttar Pradesh, Jaipur, Bikaner in

Rajasthan, Panipat belt in Haryana and Kashmir belt.

Carpets are broadly classified into two categories, traditional and modern.

Otherwise, Indian manufacturers make carpets in various types, these are;

Chainstich Rugs

Tufted Woolen Carpets

Hand-knotted Woolen Carpets

GABBE Woolen Carpets

Pure Silk Carpets

Handmade Woolen Dhurries

Staple or Synthetic Carpets

Each type has its own individuality in terms of design, look and the wool

used in its manufacturing. The variety in carpets caters to various needs of

customers.

The distinct variety added to the carpets is inclusion of silk and cotton

which are innovatively mixing with the wool to give an attractive look to

the carpets. Silk carpets are considered high quality pieces and are

comparatively high in price. Indian carpets are fundamentally following

the old popular patterns such as floral, rhomboids, animal patterns and


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arabesques in its designs. These traditional Oriental styles are preferred

even today. However, Indian carpet industry seems to be highly influenced

by western patterns and designs which are giving a competitive edge to

Indian traditional carpets, such as Chinese patterns and Persian designs.

SWOT Analysis of Carpet Industry

Indian Carpet Industry is a unique industry which is highly unorganized

but lacks proper channels. Somehow, it has managed to perform

impressively in the past years. The industry has made significant

contribution in Indian exports till 1990s. What was there behind the

industry that drives the export? SWOT analysis brings forth the value

drivers and tentative blocks this industry has experienced and experiencingeven today;

Strengths-

Over the years, carpet industry has flourished in India due to availability

of artistic skills, cheap labour and low cost raw material, innovations in

selling carpets and flexibility in manufacturing all kinds of carpets.

Weaknesses-

The industrys greatest weakness is its highly being unorganized. The

carpet exporters and manufacturers lack marketing channels. Indian

suppliers suffer due to poor infrastructure and internal competition, and

lack professional approach and Intellectual Property Rights.

Opportunities-

Home furnishing market is moving towards Carpet industry, which results

in evolution of new carpet designs. It is used as a marketing tool, and gives

opportunity to provide stocking and warehousing services to various

players in the market.

Threats-


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Industry is suffering a lot due to unhealthy competition exiting within it. If

not handled properly, current rebound in the industry may not be

sustainable. Social evil such as Child labor has strong bonding with the

industry. Hence, the industry invites risk of possible backlash on itself.

Carpet Industry in India has experienced a major change in recent years.

The industry is moving towards the emergence of new market and old

existing market is saturated and lost its identity. Low-end carpets

manufactured in modern designs like hand-tufted carpets are highly

preferred by new customer base. Chinese industry is emerging as the

biggest threat to Indian carpet industry, in terms of pricing and volumes.

However, innovative products range with lower volume could be a success

mantra for Indian Carpet Industry. Inefficient coordination and illmanagement are what exist predominantly in the industry. Apart from it,

industry needs to consolidate on the activities such as quality standards,

cost reduction, better development of products and their on-time delivery

to drive its growth.

Role of Government of India

According to Indian Carpet Export Promotion Council (CEPC), the shareof exports of Indian carpets and floor coverings with the rest of the world

including LAC accounts for only 7.39%, which clearly shows that these

markets remained unexplored.

Since the Government of India is paying special emphasis for the

promotion of exports to LAC and carpets & floor coverings from Indiahave huge potential for expansion the following suggestions are being

made:

To lower down the tariff structure be taken up in bilateral trade

agreement;


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Company Profile


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We have made immense contribution in India in the Indian carpets

industry with our exceptional knowledge of prerequisites of making carpet.

We have achieved considerable success as handloom carpets and shaggy

carpets manufacturer & exporter in India. We have approximately 100

employees in our manufacturing unit and also 1,000 independent artisansare engaged in the weaving and processing of our carpets in India.

We have achieved a tremendous landmark in making expert quality

carpets after our establishment in 1979. Our CEO Mr. Ashok Tiwari &

Arun Tiwari has commanded us to enjoy the fruit of success from their

well defined strategies.

Our some of the best features are-

1.To deliver our products without any delay

2.To ensure that our products are flawless with the use of suitable

equipments

3.We get numerous demands from various high profile organizations

CEO of the Company : Mr. Ashok Tiwari / Arun Tiwari


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Year of Establishment : 1979

Primary Business Type : Manufacturer & Expoter of Carpets

Market Covered : U.S.A, Canada & Europeian Countries

Annual Sales (in USD / Rs.) : 5 Crore

Products We Offer : Hand Knotted Carpets, Hand Tufted

Carpets, Indo-Nepali Carpets, Durries, Handloom Carpets, Jute Rugs,

Shaggy Carpets & Art Silk Carpets etc.

Products

Our handmade durries are very famous in the market due to their

exclusive design and attractiveness. We are famous for using only authentic

quality of silk for making art silk carpets. Also we have done exceptionally

well as jute rugs manufacturer and supplier in India. Apart from artisans

we have excellent equipments to help in the manufacturing of world class

carpets.

Our carpets find uses in many industries such as furniture industries,

hotels etc. The durability of our carpets makes them highly acceptable to

the customers. Also we make carpets with different designs that help them

to look fabulous and attract the eyes on first sight. Our products are highly

demanded in U.S.A., Canada & European Countries.

Hand Knotted Carpets

Our hand knotted carpets are highly demanded in the market due to their

extraordinary features. We have very special artisans helping us to deliver

our customers the best quality of carpets in low price.


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Hand Knotted Wool Carpets

Hand Knotted Silk Carpets

Hand Tufted Carpets

We are a distinguished tufted modern carpets manufacturer. Our hand

tufted carpets are very popular in the market due to their fabulous design

and attractive look. We use high class raw material to manufacture tufted

carpets thus they are very much durable. We manufacture expert quality

of hand tufted Persian carpets that are widely used by many distinguished

personalities. With the help of our highly skilled employees and artisans we

are able to be named among known tufted carpets suppliers in India.

Modern Carpets

HTC-01

HTC-03

Persian Carpets

HTC-02

Durries

We manufacture very high class of durries that are very much used in the

households for flooring. Our cotton durries are made with the use of cent

per cent cotton as a result they are very soft and give your feet a pleasant

touch. Also we use expert quality of wool to manufacture woolen durries

that has made us leading woolen durries manufacturer. We provide our

durries at very reasonable prices to our customers as a result we are very

highly trusted supplier in India.

Chenille Durries

Woolen Durries

DS-2


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Cotton Durries

DS-

Indo-Nepali Carpets

We make very fine quality of Indo Nepali carpets that are very highly in

demand in domestic as well as overseas market due to their exclusiveness.

We have specialist artisans to make Indo Nepal.

Handloom Carpets

We have earned a high repute as rare quality Indian handloom carpetsmanufacturer. Our handloom carpets are very much attractive as they are

made with the use of real raw materials. Also our handloom woolen carpets

are very much inexpensive and highly demanded in the market hence we

are famous exporters of them in India. We have expert weavers for

manufacturing high quality handloom carpets as a result we get very high

demands for them. We supply them on proper time as a result we are a

highly recommended destination for handloom carpets.

Shaggy Carpets

Our name is highly appreciated as shaggy carpets manufacturer in India as

we make high quality of carpets with the help of artisans with exceptional

skills. Our shaggy leather carpets have blended touch of modernity as a

result we get high demands for them from different parts of the world. Also

our shaggy leather carpets are very much comfortable as they are made by

fine materials and are designed by talented designers. We provide our

customers the shaggy carpets at very low prices. We are credited to becounted as leading handloom shaggy carpets manufacturer and sup plier in

India.

Jute Rugs


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We are a highly appreciated manufacturer and supplier of jute rugs in

India. Our jute area rugs remind the customers of the very high level of

artistry as they are manufactured by the artisans who make attractive rugs

from modern methods. Also we are a highly trusted natural jute rugs

manufacturer as we use fine jute for their manufacture. We give jute rugsto the customers at very comfortable prices thus we are a reputed jute rugs

exporter from India.


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Climate

The Cape Peninsula has a Mediterranean-type climate with well-defined

seasons.

In the winter months, May through August, cold fronts sweep across theAtlantic and bombard the Peninsula with rain and the north-west gales - an

apt reminder of why the early explorers referred to it as the Cape of

Storms.

The winters are cool with an average minimum temperature of about 7 C.

Most of the rainfall occurs in winter, but due to the topography the rainfall

varies quite dramatically.

In the valleys and coastal plains it averages 500mm per year, while in the

mountainous areas it can average as much as 1500mm a year. Winter is

nonetheless a particularly beautiful time at the Cape as the vegetation

regains its verdure and water pours from the mountain chains waterfalls,

rivulets and ravines. Summer, on the other hand, is warm and dry. During

these months - November through February - the Peninsula is exposed to

the strong (sometimes gale force), relentless South-East wind known locally

as the Cape Doctor because it blows away pollution and cleans the air. The

south-eastern is caused by the South Atlantic high pressure cell which sits

off the southern tip of Africa over this period, resulting in the many clear,

sun-filled days which visitors find so appealing. Summer temperatures are

relatively comfortable with the average maximum around 26 C.


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City of Cape Town

Demographics Year

Total area 2,461 km

2010

Population (total) 3,4 million 2010

Number ofhouseholds 904,000 (estimated) 2010

Total length of coastline 294km 2010

Economy

GGP R 130 Billion 2010

% unemployed 16.9 2010

Education

Literacy - % of people aged 20+ with grade 5 education or

less8.4% 2010

Highest level of education for people aged 20+ Below Matric: 58.3%

Matric: 23.6%Post Matric: 16.8% 2010

Number oflibraries 108 2010

Health

The prevalence of HIV as per Antenatal Survey 18.2% 2010

The incidence of TB in Cape Town per year (cases and

deaths)

Cases: 26,754

Deaths: 2,1222010

Living conditions

Number ofinformal dwellings serviced by the City 108,899 2010

% of households living below the poverty line (


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Disposable income - total

R Billion,2008 figures.

Grand Total:135.5 billion.

Disposable income per capita


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Disposable income per household

Expenses per capita

Total Income Tax paid


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12th ATF Trade Exhibition in Cape Town (South Africa)

Carpet Export Promotion Council is organizing participation in the 12th

ATF Exhibition in Cape Town (South Africa) from 24-26 November, 2010.

South Africa is a potential market for Carpets & Floor coverings and

having great scope for further expansion.

This is the largest exhibition for Apparel, Textiles including C arpets &

Floor coverings to be held in South Africa. It has been reported that large

number of Textile & Carpets buyers from neighboring countries will be

visiting this exhibition for importation of Textile Items & Carpets.

The basic objective for organizing participation in this exhibition is to

provide a unique opportunity to the small scale cottage based

manufacturer-exporters to display their wide range of products & to

explore the possibility of enhancing their export prospect in this potential

market. Details of the exhibition alongwith participation charges is givenbelow:

Sl.

No Activity Participation charges & other details

1.

12th Intl. Apparel, Txtile &

Footwear Exhibition of South

Africa 24-26 November, 2010.

Venue : Cape Town

International Convention

Centre, South Africa

Rs.1,10,000/- for approx. 12 Sq.m.

stand (including 10.3%Service Tax)

MDA Grant within the ceiling of

Rs.1,50,000/- shall be reimbursed to

the participants after receipt of Grant

from the Govt. and fulfillment of

MDA Conditions.


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World Flooring and Carpets Market

Global market value to reach $150 billion in 2012

World demand for flooring and carpets is projected to climb 2.5 percent

annually through 2012 to 14.6 billion square meters, valued at more than

$150 billion. Product demand will be stimulated by growth in

nonresidential building construction and ongoing industrialization efforts

in less developed parts of the world. China will record the largest gains of

any country and will expand its lead as the biggest floor covering market in

the world. Sales growth is also expected to be strong in India, as well as in

lower volume markets such as Indonesia, Turkey, Iran, the Czech Republic

and Saudi Arabia.

Flooring and carpet demand in developed parts of the world will rise as

well, although the pace of increase will be less robust than in developing

countries. Product sales in Western Europe will be nearly flat through

2012, while floor covering demand in Japan will increase marginally

following an extended period of decline. Market gains in th ese areas will be

restrained by unspectacular economic growth and the general maturity of

the markets. In the US, flooring and carpet sales will be spurred byincreases in nonresidential construction and motor vehicle production.

Nonresilient flooring to be fastest growing segment

Nonresilient flooring (e.g., ceramic, wood, laminate) is by far the most

popular type of floor covering worldwide, and demand will outpace that for

both resilient flooring (which includes vinyl, linoleum and rubber products)

and carpet and rugs through 2012. Nonresilient flooring demand will be

driven by the products durability and ease of maintenance, and supported

by growing consumer preference for high -end and natural hard surface

flooring products as income levels climb. Suppliers of carpets and rugs, the

second most widely used type of floor covering, will benefit from growth in

building construction expenditures in Western Europe, rising construction

activity in other parts of the world and, to a lesser extent, growth in global


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motor vehicle production. Demand for resilient flooring, which accounts

for the remainder of floor covering sales, will be stimulated by its

comparatively low cost, as well as by favorable performance characteristics

such as high underfoot comfort, noise absorption, durability and wear

resistance.

Nonresidential building market to lead gains

Residential building applications will continue to dominate overall flooring

and carpet demand through 2012, although gains will be limited by a

deceleration in residential building construction spending in a number of

parts of the world. Demand for flooring and carpets used in nonresidential

buildings, the second largest market segment, will outpace total floor

covering sales, fueled by continued growth in nonresidential building

construction expenditures in Western Europe, Latin America and the

Africa/ Mideast region, and supported by renewed strength in the US

market and a modest recovery in Japan following a period of extreme

sluggishness. Consumption of flooring and carpets used in transportation

equipment and all other applications will be spurred by growth in global

motor vehicle production, with increased spending for nonbuilding

structures and industrial equipment also contributing to future market

gains.

Study coverage

This new industry study, World Flooring and Carpets, presents historical

demand data (1997, 2002, and 2007) plus forecasts for 2012 and 2017 by

product, market, world region and in 31 major countries. The study also

assesses market environment factors, details company market shares and

profiles leading competitors.


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SWOT ANALYSIS OF CAPE TOWN CARPET INDUSTRY

Strength, Weakness, Opportunity, Threat

It will be rather simplistic to select features/developments and describe

these as strengths, weaknesses, opportunities and threats (SWOT). Thereality is too nuanced to allow such labored descriptions. The localization

of weaver-force; dyers; designers, card-cutters, loom fabricators and

traders- the pool of competencies and resources- is a major strength but

this is no longer handloom-dedicated and in that sense, is getting

dissipated.

When market conditions deteriorate, the stakeholders-particularly weavers

exit; correct the supply side and thus prevent terms of trade from

worsening below a minimum mark.

The legal framework also can provide a bulwark against the terms forweavers deteriorating below a minimum mark. At Cape Town, absence of

occupational alternatives and legal framework contribute to free fall. This

weakness is responsible not merely for worsening of weaver wage levels but

also for lack of initiative to shore up the competitive strength of the sector.

There are market and product development opportunities for the cluster.

There is scope for growth in overseas market. On the other hand, there is

multiple threats- Carpet weaving becoming completely unrewarding

occupation. On the whole, the cluster is facing an uphill task of recovering

lost ground.

STRENGTH

Traditional Value

Availability of skilled weavers

All the back word linkages are available

Being a famous tourist place good Connectivity with major cities

Existence of strong Traders

WEAKNESS

Dependency on one product

Highly unorganized cluster

Over work force

Products are relatively costly because of use of costly yarn

Need of Dry Cleaning

Inferior quality of dying


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Low credit from financial institutions

Infrastructure is bad

Brand Equity of product is declining

Decline in wages of weavers

No regular work for weavers

Common Facility Center No Training institute

80 % import (OGL)

OPPORTUNITY

Product diversification

Exploration of new market

Export

Reduction in custom duties on Yarn

Product/Design patenting Tax free

THREAT

Competition from other clusters

Decline in demand of Carpet

Increase in demand of value added products

Increase in demand of low cost power loom products

SWOT ANALYSIS OF MARKET

STRENGTH

Market

Diversified customer base.

Large Domestic Market

Strong presence in Domestic Market with diversified customer base.

Adequate Marketing Network.

Steady increase in market demand provided impetus to the demand. Diversified customer base.

Input Availability

Ample availability of raw material and consumables

Easy availability of Packaging Materials Technology

Availability of Customised Manufacturing Facilities.


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Availability of low cost manufacturing facilities

Demonstration effect (cluster rapidly adopt the technological changes)

Combine conventional and automatic manufacturing method to provide a

cost effective product to the cluster.

HRD

Industrial harmonious relation in the entire cluster.

Most of the jobs are learnt by workers while doing it.

Manpower is easily available but revaises to be trained by units.

Young and Educated next generation.

Business Environment

Long Standing Relationship with Customers, ensures stable businessenvironment.

WEAKNESS

Market

Micro & SSI firms are not able to get the advantage of Government

Scheme for Price Preference over large scale units while participating in

Tender.

Lack of bench marking and brand building practices / concept. Lack of clear understanding about market prospects in export market.

Limited clientele of export.

Gradual increase in import

Poor presence of Middleman / Traders in Marketing Channel

Limited product range of cluster products

No joint marketing efforts

Input Availability

Lack of infrastructure to meet the international quality requirements. High cost of raw materials marginalized the profit margins.

No focus on supply chain management.

Lack of enough space in majority of units.

Lack of inventory planning, high inventory level.

Inadequate access to credit.

High cost of transportation & improper logistics management resulting

high freight cost


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Technology

Conventional and Moderate level of Technology creates partial

Technological obsolescence.

Insufficient access to technologyInnovation Capability

Lack of R&D for upgrading production process

Lack of New Product Innovation Services

Lack of New Design Inputs

Hardly any change in Quality control, Manufacturing Process etc. in last

8 10 years.

Skill

Lack of developed knowledge base Lack of Organizational Skills

Lack of diverse Work Force outside the family leads to lack of fresh

thinking.

No formal Skill Up gradation Training Facility

No Manpower Planning.


Increased market competition

Changing Business Environment

OPPORTUNITY

Market

Raw material, Man Power and Consumables are available in ample

quantity.

Provision of price preference to SSI units.

Boom in IT & Telecommunication Sector, Construction & Manufacturing

sector will certainly provide the tremendous market for the competitivefirm.

Input Availability

Reduction in Custom Duty on raw material provides easy availability of

raw material at competitive prices.

Competition is going to make available the latest Plant & Machinery, etc


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Technology

Success of Liberalised Policy has encourage d no. of manufacturing units

to produce / expand the acceptable quality product range.

Cluster units can upgrade the technology by availing the crediting underCLCSS.

Large scope for adopting advanced technology.

Prospects for establishing for Testing Centre & R&D Lab.

Interventions under MSECDP will provide the advent of Latest

Technology.

Innovation Capability

Participation in National and International Trade Fairs and Exposure

Visitto technology based manufacturing hubs may make the entrepreneurs

and their technical persons more innovative and creative.


Changing Business Environment can provide ample opportunity for

competitive and enterprising firms.

Units can grow if large companies are formed by join t ventures.

15.3.6 Skill

Participation in Awareness Programmes / Trainings can improve theSkill base and knowledge of workers and staff.

THREAT

Market

Delayed Payment Practices and major Government / Quasi Govt., PSU,

Cluster Buyers.

Inter and Intra Cut throat competition among SSI & Micro firms.

Low Volume of operations by cluster firms leads to higher costproduction.

Import is going to increase in coming years.

15.4.2 Input Availability

Shortage of Working Capital.

Low Capital base and small size of operations render the firm vulnerable

to external shocks.

Increase in Raw Material prices.


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Technology

Insufficient access of Technology and Credit.

Technology can impose major threat unless it is changed/modernized.

Slow pace of Technology Development. Techno logy in IT, Telecommunication, etc. undergoing changes at rapid

pace.

Innovation Capability

No facility available for Product Design & Development.

Absence of innovative approach in business operations.

H.R. Practices

Lack of diverse Work Force.

No second ties management and lack of system and control lead to

increased dependence on the promoter.

Lack of skill base to adopt latest technological know-how.

15.4.6 Business Environment

Volatile input costs fluctuation in prices of Glass Rods principal raw

materials, constrains the cluster firms pricing flexibility.

Traditional enterprise management system of cluster firms is not able to

cope up with the changing business environment.

Cluster Vision

By the year 2010 Carpet cluster in and around Cape Town will have

evolved into a dynamic cluster and develop its domestic as well as export

market by quality improvement, cost reduction, diversification, innovation,

improved customer satisfaction by branding and niche marketing.


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K.C Flooring and carpets was established in 1969 by Mrs. H. Winter. What

started as a small family business soon became one of the bigger Flooring

retailers in the Western Cape. In 2003 K.C Flooring & Carpets joined the

Top Carpets group which is the biggest flooring group in the country with

more than a hundred members nationwide. K.C Flooring & Carpets is one

of the biggest members in the group and also have one of the owners on the

board of Directors of the Top Carpets Group.

We supply and fit all floor coverings, incl. laminates, wooden flooring, vinyl

flooring and sanding and sealing of wooden floors. We have accounts with

all major factories in the flooring trade and our workmanship carries a five

year guarantee.

K.C Flooring & Carpets is also a big player in the commercial market with

long standing relationships with Garden Cities, Cipla Medpro, Naspers,

Eskom and parliament to name a few.

Although our prices are very competitive we pride ourselves in our service

and workmanship and customer satisfaction is ultimately our goal at the

end of the day.

We offer free quotations and our specialist flooring representatives will

help every customer choose the correct floor to suit her or his needs.

We are also a member of TOP CARPETS GROUP.


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KC Flooring and Carpets are the carpet flooring specialists in Cape Town

who have the widest selection of carpets to offer, from the big brand names

such as the following:

Nouwens

Protex Belgotex carpets

Nexu

Marley

Along with these great carpet flooring products, KC Flooring and Carpets

has the following services to offer which you may be searching for:

All workmanship fully guaranteed for 5 years

Only first grade materials used

Supply and fitment of all carpet flooring

Personalized service

Carpets, vinyl and coir

Laminated wooden flooring

Blinds and central vacuum system


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Marketing Strategy

Products

The products exported by Ashok Carpets India

1.Hand Knotted Carpets

Our hand knotted carpets are highly demanded in the market due to their

extraordinary features. We have very special artisans helping us to deliver

our customers the best quality of carpets in low price. Our hand knotted

woolen carpets are very much competent to give your feet warming touch

in the winters. Also we use very high quality of silk to manufacture our silk

carpets thus we are leading hand knotted silk carpets manufacturer and

exporters in India.

Ranges:-

Hand knotted wool carpets

We are the renowned manufacturer and exporter of hand knotted wool

carpets made using superior quality wool. These wool carpets are designed

by our team of artisans in the most appealing design style, suiting to the

taste of the customers by keeping the latest trend in mind.


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Hand knotted silk carpets

We are the prime manufacturer and exporter of hand knotted silk carpets,

which are made using pure silk. We provide high quality silk that gives the

elite look to the carpet and give an attractive appeal .

2.Hand Tufted Carpets

We are a distinguished tufted modern carpets manufacturer. Our hand

tufted carpets are very popular in the market due to their fabulous design

and attractive look. We use high class raw material to manufacture tufted

carpets thus they are very much durable. We manufacture expert qualityof hand tufted Persian carpets that are widely used by many distinguished

personalities. With the help of our highly skilled employees and artisans we

are able to be named among known tufted carpets suppliers in Ind ia.


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3.Handloom CarpetsWe have earned a high repute as rare quality Indian handloom carpets

manufacturer. Our handloom carpets are very much attractive as they are

made with the use of real raw materials. Also our handloom woole n carpets

are very much inexpensive and highly demanded in the market hence we

are famous exporters of them in India. We have expert weavers for

manufacturing high quality handloom carpets as a result we get very high

demands for them. We supply them on proper time as a result we are a

highly recommended destination for handloom carpets.

4.Shaggy CarpetsOur name is highly appreciated as shaggy carpets manufacturer in India as

we make high quality of carpets with the help of artisans with exceptional

skills. Our shaggy leather carpets have blended touch of modernity as a

result we get high demands for them from different parts of the world. Also

our shaggy leather carpets are very much comfortable as they are made by


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fine materials and are designed by talented designers. We provide our

customers the shaggy carpets at very low prices. We are credited to be

counted as leading handloom shaggy carpets manufacturer and supplier in

India.

deepti carpet

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