Kashmiri Carpets

Neha VermaDivision ARoll No 29

Value Chain

Inbound Activities

Infrastructure

Labor

Technology Development

Procurement

•Raw material : Cotton and Silk•Intermediate Goods: Hand holder and wooden Frame

•Open Area•Household setups

Inherited Skills Perfectionism in work

For Designing For selling goodsFor new product development

Raw material from chinaHelp by government through various policies

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Primary Activities

Operations

Out Bound Activities

Marketing and Sales

After Sale Results

Reaching People through door to door

•Weaving•Knitting

Hand Spinning, Dyeing, Opening, Weaving

•Door to door sales•Online portals for selling, Local vendors, Mouth of word

Long Lasting, Less damage chanceDesigning appreciation

Bottlenacks

• Raw material imports• Inherited skills rather than professional skills• No technology driven• Process of weaving• Domestic demand is low• High labor required

New Market Place

• Metro cities• Arabian countries• Suburban cities• Khaadi Bhandar• Big Retailing Showrooms like: Walmart,

diffence canteens• Developing Countries like Germany,Spain

Market Planning4 P’s• Product: Handmade Carpets• Place: Retail Showrooms,Home furnishing stores,upper class

sub-urban areas• Price: 500 – 10000• Promotion:TV Ads,Newspapers,Internet, Mouth of Word4 c’s:Customer Solution: One to one with the customers. Employees will sell directly to customerCost: Cost will depend upon the type of carpet customer wantsConvenience: Buy online because it is easier in suburban areas

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Items Total Production % World Production

Cotton(2009-2010) 5.01 Million metric tonne 21.48%Silk (2008-2009) 19690 (MT) 15.50%Wool (2008-2009) 46.4(Million Kg) 2.2%

Source: cotton corporation of india,mumbaiCentral silk sources board,bangalore(Silk)National fibre Poilcy,Ministry of Textiles,New Delhi(Silk & Wool)FAO,Rome.

Communication: TV and Newspapers, Internet etc.Customer segmentation based on: Income,RegionBranding: Use of icons to make branding aggressively domestic and abroadProduction of Cotton fibre in india:

Government Plans

• National Handloom Development Corporation(HNDC) provides subsidy of 10 % in dyes and chemicals

• Loan waiver scheme and Bunkar credit cards• Link of professional institutes like: NIFT,IIT Delhi,WRA Thane,IICT bhadohi,CEPC &

Exporters• Insurance policies like: Health Insurance Scheme Mahatma Gandhi Bunkar Bima Yojna

Improvements to be done

• R & D facilities for improvement of fibre quality• Adding the designing rights under IPR• exhibition• Advertisement• Use of natural dye• Word of mouth publicity• Door to door delivery• Khaadi bhandar• Agencies should be given to encourage the business• Upgradation of Indian Institute of Handloom Technology(IIHT)

Bibliography:http://www.carpetandrugpedia.com/publication.htm

http://www.csb.gov.in/