and market is price sensitive. © Products are high priced in big and metro cities, which are beyond, reach of people belonging middle and lower middle class. © Craft producers have to compete on price, quality and delivery for different segments © There is poor promotion for craft products in national market. © There is lack of awareness about new traditions and among craftsmen and there is need of technological support and training. © Cla Handicrafts industry comprises diversified products portfolio and there is sification: large variety available in market. Handicrafts products can be distinguished into following: Metal ware, Wood ware, Hand printed textiles, Embroidered and crocheted goods, Shawls, Carpets, Bamboo products, Zari goods, Imitation jewellery, Paintings, Earthenware, Jute products, Marble Sculpture, Bronze Sculpture, Leather Products and other miscellaneous handicrafts. P Chats hanaicra The mass-produced goods are steadily replacing utility items of daily use made by craftsmen. Limited public awareness of the cost-effectiveness, functionality and range of craft products.The Importance of Handicrafts:INTRODUCTION01. 02. 03. 04. 05. 06. 07. 08. 09. Introduction Handicraft: An overview Handicraft: Key Facts Problems of Indian Handicraft Role of government policies Associations organization EXIM Policy Rajasthan: The Destination of handicrafts Top on the world chart- Rajasthan chart Major distribution channels Value adding chart in handicraft Research Methodology Facts and Finding Analysis and Interpretation Conclusion Recommendation and Suggestions Appendix Questionnaire BibliographyThe “ RAJ HANDCRAFTS “ — Manufacture & Exporter of gifts & Handicrafts ( A government Recognized Export House ) is situated at station road, jodhpur. ‘The owner of this industry is Mr. PRAKASH MAKHIJA Itis totally an export company. Its position is very good in handicrafts of iron material. And good position in Rajasthan and India, Total production is depend on designing. This firm's products are too good, fine art and attractive antiques. They are the fast leading Export Company. When it comes to handicraft exporters in the Suncity. Who can forget raj handerafis, Which are into the exports since 2006. The company mainly is into production of Wooden handicrafts, cup, shield, handicraft, trophy, momenta The company is exporting products to USA, Canada, Spain, Italy and UK. It is a award winner company, The main customer for handeraft are © 1) Forign investor * 2)high profile person The handcraft item are mostly useful for gift item. The raj handcraft have sufficient staff for their three type of work:- 1. factory work 2. Office work 3. logistic work The staff for all work are to supportive and Workable at all condition,Acknowledgement A formal statement of acknowledgement will hardly meet the ends of the justice in the matter of expression of my deeply felt sincere and allegiant gratitude 10 all those who encouraged me and helped me during my study. it gives me immense pleasure, to express my unfeigned and sincere thanks and gratitude to Mr. Manoj Mital faculty Onkarmal somani college, jodhpur for her assistance, advice and support throughout the preparation of this report. I express my sincere thanks to our beloved principal Prof. N.L.Sahel,for giving valuable support and encouragement in preparing this report. 1 am also thankful to Mr. PRAKASH MAKHIJA for giving me valuable information regarding his concern. Tam also very thankful to all my respondents who took time out of their busy schedules and helped me in carrying out this project. HIMANSHU TANWAR (B.B.A.FINAL)The “ RAJ HANDCRAFTS “ — Manufacture & Exporter of gifts & Handicrafts ( A government Recognized Export House ) is situated at station road, jodhpur. ‘The owner of this industry is Mr. PRAKASH MAKHIJA Its totally an export company. Its position is very good in handierafis of iron material. And good position in Rajasthan and India, Total production is depend on designing. This firm's products are too good, fine art and attractive antiques. They are the fast leading Export Company. When it comes to handicraft exporters in the Suneity. Who can forget raj handerafts. Which are into the exports since 2006. The company mainly is into production of Wooden handicrafts, cup, shield, handi USA, Canada, Spain, Italy and UK. It is a award winner company, afi, trophy, momenta The company is exporting products to ‘The main customer for handerafi are * 1) Forign investor + 2)high profile person The handcraft item are mostly useful for gift item. ‘The raj handcraft have sufficient staff for their three type of work:- 1. factory work 2. Office work 3. logistic work. The staff for all work are to supportive and Workable at all condition. At the and [ can only give the my gratitude to Mr. PRAKASH MAKHISA and their stalt’ for their help andSupport for completing this project work. Himons {ll MUU CETe] (B.B.A Final)Indian Handicraft Industry Crafts are unique expressions that represent a culture, tradition and the heritage of a country. India is well known for its exotic crafis legacy and tradition. It is the land of art and crafts, a country of rich culture, history and traditions. A wide range of Indian Crafts represents the diversity of crafts tradition in India. Variety of designs and finishes are available in Indian market that reflects excellent artistic skills of craftsmen are great in demand globally. India is one of the important suppliers of handicrafts to the world market. The Indian handicrafts industry is spread all over the country in rural and urban areas. Thousands of skilled artisans are engaged in crafts work. Handicrafis Industry is playing a major role in the development of Indian economy. This sector is economically important from the point of low capital investment, high ratio of value addition, and high potential for export and foreign exchange earnings for India. As per the latest updates, there are more than 23 million craftspeople in India today engaged in the growth of Indian handicrafts industry. Few more details: © Second largest employment sector in India, second only to Agriculture. * More than 23 Million craftspeople. * 63% of exports turnover. ¢ 9 items dominate exports of handicrafts. These nine items which have extra edge over other products include art metal ware, wood ware, hand-printed textiles, hand-knotted and embroidered textiles, leather goods, stoneware, carpets and floor coverings.HANDICRAFTS ; An Introduction Handicrafts are unique expressions and represent a culture. tradition and heritage of a country. The Handicraft Industry is one of the important productive sectors. Various attempts have been made to define this broad and diversified industry. The following definition strives to cover diversity and complexity of Handicraft Industry Defining Handicrafts: Definition According to United Nations Educational, Scientific and Cultural Organization [Information Technology Community (UNESCO/ITC) International Symposium on “Crafts and the International Market: Trade and Customs Codification”, Manila, Philippines, October 1997: Handicrafts can be defined as products which are produced either completely by hand or with the help of tools. Mechanical tools may be used as long as the direct manual contribution of the artisan remains the most substantial component of the finished product, Handicrafts are made from raw materials and can be produced in unlimited numbers. Such products can be utilitarian, aesthetic, artistic, creative, culturally attached, decorative, functional, traditional, religiously and socially symbolic and significant. Definition according to Govt. of India: Handicraft can be defined, which is made by hand; should have some artistic value; they may or may not have functional utility.The Cultural Importance; Handicrafts play very important role in representing the culture and traditions of any country or region. Handicrafts are a substantial medium to preserve rich traditional art, heritage and culture, traditional skills and talents which are associated with people’s lifestyle and history. The E .Handicrafis are hugely important in terms of economic development, They provide ample opportunities for employment even with low capital investments and become a prominent medium for foreign earings. Handicrafts: An Overview India is a country of rich culture, history and traditions. India is one of the major producer and supplier of Handicrafis products in the world. India has been major producer and supplier of handicrafts products since very long time. Before the industrial development, this art and industry was a potential economic advantage for the country. During recent years, the importance of handicrafis has been surged due to their cultural and financial values, The small scale industries - including handicrafts can play a major role in the development of the economy of both developed and the developing countries equally. The 90-95% of the total industrial products of the world is produced in small workshops run by less than 100 people. For instance, Japan, which is at the peak of the economic development, has considered 84% of it’s industries as small and medium scale industries. In countries such as India and China, handicrafts are as high as the mechanized products in quality and volume, and are a major source of their foreign earnings, These countries are focusing on the development of handicraft industry, in order to strengthen the economy. The Indian handicrafts industry is highly labor intensive, cottage based and decentralized industry. The industry is spread all over the country mainly in rural and urban areas. Most of the manufacturingHandicrafts - Key Facts © India’s rich cultural diversity and heritage provides a unique and hugeresource for developing craft products. © The Indian Handicraft Industry is showing continuous growth rate of 20% every year. Handicrafts industry is one of the important segments of decentralized sector in India. © Major parts of industry operates in rural and semi urban areas throughout the country and has potential Indian and International market with around 67000 exporters to tap the market. © According to the national census of handicrafts, undertaken by the National Couneil for Applied Economic Research the value of handicrafis produced last year were of Rs.26,213 Crore. * This Industry provides huge employment opportunities to artisans that include women and people belonging to backward and weaker society. This is one of the major source of income there. The Indian Handicraft Industry is a $100 billion industry worldwide. © India’s contribution in world market is 1.2% The total exports of crafts items: - Rs. 13412.92 Crore. Industry’s share in India's exports:- 1.51 % * In spite of having diversified products, some part of Indian market are still untappedRole of government policies Indian Handicraft Industry contributes very important role in Indian economy. For the proper functioning and operation of industry it is very essential to have some policies and regulation in place. In India, the Ministry Of Textile is responsible for the formulation of policy, planning, development, export promotion and regulation of the Handicraft Industry. There are several other bodies and organizations which help to formulate and execute these policies. All policies should be implemented for the greater development of the whole industry so that it can help to strengthen the economy. There are no restrictions regarding location for stablishing manufacturing units. All producers of handicrafts are exempt from obtaining Industrial License to manufacture, The delicenced undertakings, however, are required to file an Industrial Entrepreneur Memoranda (IEM) in Part 'A' with the Secretariat of Industrial Assistance (SIA), and obtain an acknowledgment, No further approval is required.The urban consumer does not have access to many of the handicrafts products. Crafts people are bound in their struggle for survival to money-lenders, traders or middlemen for credit and raw materials and they are obliged to sell their products to them at a minimal price decreasing their interest towards the traditional arts and crafts. Women struggling to enter the economic mainstream should be encouraged to use craft to become wage earners, provided they are shown how to get access to the market.units are located in rural and small towns, and there is huge market potential in all Indian cities and abroad. Handicraft industry is a major source of income for rural communities employing over six million artisans including a large number of women and people belonging to the weaker sections of the society. The Handicraft sector is highly creative s ctor and produces large variety of crafts products. This industry is localized segment of the domestic and international market. In India the production of craft products are done on both large and small scale. Because of low capital investment people can start their business on small scale. Through this flexibility the demand and supply can be managed. Though Indian Handicraft industry is considered a cottage industry, but it has evolved as one of the major revenue generator over the years. There has been consistent growth of 15% over few years and the industry has evolved as one of the major contributor for export and foreign revenue generation. There is huge demand for the Indian Handicraft products in both national and international market. To match the demand and supply with quality, there is need to have greater technological support and innovativeness with the uniqueness in industry.aevetoping cram proaucts. © The Indian Handicraft Industry is showing continuous growth rate of 20% every year. Handicrafts industry is one of the important segments of decentralized sector in India. © Major parts of industry operates in rural and semi urban areas throughout the country and has potential Indian and International market with around 67000 exporters to tap the market. * According to the national census of handicrafts, undertaken by the National Council for Applied Economic Research the value of handicrafts produced last year were of Rs.26,213 Crore. © This Industry provides huge employment opportunities to artisans that include women and people belonging to backward and weaker society. This is one of the major source of income there. © The Indian Handicraft Industry is a $100 billion industry worldwide. © India’s contribution in world market is 1.2% © The total exports of crafts items: - Rs. 13412.92 Crore. * Industry's share in India's exports:- 1.51% * In spite of having diversified products, some part of Indian market are still untappedof people belonging middle and lower middle class. © Craft producers have to compete on price, quality and delivery for different segments. © There is poor promotion for craft products in national market * There is lack of awareness about new traditions and among craftsmen and there is need of technological support and training * Classification: Handicrafts industry comprises diversified products portfolio and there is large variety available in market. Handicrafts products can be distinguished into following: Metal ware, Wood ware, Hand printed textiles, Embroidered and crocheted goods, Shawls, Carpets, Bamboo products, Zari goods, Imitation jewellery, Paintings, Earthenware, Jute products, Marble Sculpture, Bronze Sculpture, Leather Products and other miscellaneous. handicrafts Problems of Indian handicrafts The mass-produced goods are steadily replacing utility items of daily use made by craftsmen. Limited public awareness of the cost-effectiveness, functionality and range of craft products.‘The urban consumer does not have access to many of the handicrafts products. Crafis people are bound in their struggle for survival to money-lenders, traders or middlemen for credit and raw materials and they are obliged to sell their products to them at a minimal price decreasing their interest towards the traditional arts and crafts. Women struggling to enter the economic mainstream should be encouraged to use craft to become wage earners, provided they are shown how to get access to the market.Role of government policies Indian Handicraft Industry contributes very important role in Indian economy: For the proper functioning and operation of industry it is very essential to have some policies and regulation in place. In India, the Ministry Of Textile is responsible for the formulation of policy, planning, development, export promotion and regulation of the Handicraft Industry. There are several other bodies and organizations which help to formulate and execute these policies. All policies should be implemented for the greater development of the whole industry so that it can help to strengthen the economy. There are no restrictions regarding location for establishing manufacturing units. All producers of handicrafis are exempt from obtaining Industrial License to manufacture, The delicenced undertakings, however, are required to file an Industrial Entrepreneur Memoranda (IEM) in Part 'A’ with the Secretariat of Industrial Assistance (SIA), and obtain an acknowledgment. No further approval is required.Handicraft products fall under the ITC (HS) code 97, Paintings, drawings and paintings, domestic articles of wood etc. which come under 9701 Original engravings falling under 9702 Original culptures categorized under 9703 Products under the code 9704 are freely importable, Imports of items in 9705 are restricted.The All India Handicrafts Board was originally set up in 1952 to advise the Government on problems of handicrafts and to suggest’ measures for improvement and development. The Board was also required to study technical, marketing, financial, organizational, artistic and other aspects of handicrafts and to formulate plans on these lines, Its function also included advice and assistance to the state Governments for planning and exeeuting schemes for the development of handicrafts. Each State and Union Territory has a department looking after the development and promotion of handicrafts. Many states including, Arunachal Pradesh, Daman , Diu, Delhi and Goa have public sector corporations for marketing handicraft products. A few state corporations dealing with small scale industries and other products have taken up marketing and export promotion of handicrafts. Besides taking up direct exports, these corporations are also expected to guide and help private exporters. Central Corporations/Bodies: (a) The Handicrafts and Handlooms Export Corporation of India (HHEC) is a subsidiary of the State Trading Corporation of India, and came into existence in June 1962. The corporation's policy in the field of direct exports is designed to develop new markets and expand traditional ones and to introduce new products suitable to the needs of the consumers abroad. The Corporation undertakes and executes wholesale orders, conducts retail sale operations through retail shops abroad, and participates and sells in major exhibitions of the world. HHEC alsohelps private exporters by affiliating them as business associates. It undertakes a number of publicity and promotional measures for the export of handicrafts and handloom products. (b) The Central Cottage Industries Corporation, Pvt. Ltd. is a registered society which had taken over from the In¢ Cooperative Union. It runs the Central Cottage Industries Emporium (CCIE) at Janpath, New Delhi, the premier sales organization in Indian handicrafts. The CCIE has branches at Bombay, Calcutta, Madra and Jaipur. CCIE has grown by leaps and bounds in the successive years. (c) The All India Handloom Fabrics Marketing Cooperative Society Ltd. ,(56- 58 Mittal Chambers, Sth Floor, Nariman Point, Bombay, India.), is sponsored and supported by the All India Handloom Board. This Cooperative runs handloom houses in Bombay, Delhi, Madras, Calcutta, Ahmedabad, Chandigarh, Hydrabad, Ernakulam, Vadodara and Vishakapatnam. It also has branches abroad in Lagos, Singapore, Kualalumpore, New York, Mauritius and Hamburg. AlLindia Associations: India has All India Organizations for three of its most popular handicrafts items; hand printed textiles, carpets and zari. These Associations serve as a platform for consultations among the manufacturers and exporters on one hand and the Handicrafts Board on the other. The Board uses these Associations to disseminate information useful to crafts. (a) All India Carpets Manufacturers Association; Post Box No. 63, Bhadohi, District Varanasi, Uttar Pradesh, India.= sy Chambers, Swadeshi Mill Estate, Bombay, India. Exim Policy Exim Policy pertaini icraft Sector: All manufacturers of handicrafts are exempt from obtaining an industrial license to manufacture. There are no restrictions regarding the location of the manufacturing unitChambers, Swadeshi Mill Estate, Bombay, India. Exim Policy pertaining to the handicraft Sector: All manufacturers of handicrafts are exempt from obtaining an industrial license to manufacture, There are no restrictions regarding the location of the manufacturing unit© They are quota free and neutral to fiber content or composition, barring 100% silk. © They include Garments, Made-up and clothing accessori © Are produced in cottage industries. © Should not have zippers. © Must be ornamented using any one or more of the following Indian folk styles. © Hand painting, Hand printing, Batik, Tie and Dye, Kalamkari. © Hand embroidery, Crocheting. © Appliqué work of sequins, wooden or glass beads, shells, mirror, ornamental motifs of textiles materials. © Extra wrap of welt ornamentation of silk, art silk or zari threads. © Should conform to shape and styles of each item as defined in the agreed list of different countries. © Should satisfy the dimensional spects. Rising trend of the export of handicrafts (other than hand knotted carpets) was merely Rs, 387.00 crores during the year of establishment of the Council i.e 1986-87 rose to level of Rs. 10465.14 crores in year 2003-04. In the year 2001-2002 exports of handicrafts, excluding carpets, in the year 2001-2002 have reached Rs.6769.50 crores. This amounts to an average growth of 15% per year for past 10 years.crafis. Added exports of certain goods with major stress on handloom and hand thrust will be for the cottage and handicrafis sector, The government is considering granting the benefits of export house status to export performance of Rs 5 crore in the preceding three licensing years from Rs 15 crore at present. In addition to this, the commerce ministry is also considering allowing merchant exporters to undertake duty free import of embellishments/ consumables (West Block VII, R.K. Puram, New Delhi- 110022), This board acts as a Commodity Board for handicrafts and has an Export Section with a Deputy Director (Exports) in charge. The Board collects and disseminates information, arranges exhibitions, sponsers sales and study teams, and invites foreign buyers. ‘The regional offices of the Board handle registration and process requests for any specific export promotion measures. ‘The Gem and Jewellery Export Promotion Council; (D-15, Commerce Centre, 4th Floor, Tanieo Road, Bombay- 400001) The council aims at providing facilities and incentives regarding the exports of pearls, precious and semiprecious stones, diamonds and sythetic stones; to assist in improving and modernising of the jewellery craft of the country.(123, Mount Road, Madras- 600006) It superintends the export promotion of INdian Handlooms in the country. The Handicrafts and Handlooms Export Corporation of India; (awahar Vyapar Bhavan, Anex-I, Tolstoy Marg, New Delhi 110001). A government of India undertaking, it supplements the export efforts of the private sector, besides exporting directly. It undertakes various export promotional and developmental measures such as publicity and Indian participation in foreign exhibitions, and invites reputed designers for advise and assistance, It also has branches, showrooms and warehousing depots abroad. The Indian Institue of Foreign Trade : (Ashoka Bhavan, 93 Nehru Place, New Delhi- 110024). Besides training courses for export executives, this Instiute carries out surveys of various markets and publishes them. (Bank of Baroda Building, 16 Parliament Street, New Delhi- 110001). Handicrafis and garments are included in i's trade promotion activities among other items. It also has offices in New York, Frankfurt and Tokyo. Besidesinviting buyers, it arranges buyer- seller meets in selected markets. The Export Credit Guarantee Corporation: (Head office: Express Towers, | 0th Floor, Nariman Point, Bombay-400001). It provides export credit intelligence and issues, covers against risks. It also has branches in Delhi, Calcutta, Chennai and Cochin. The Export Inspection Council: (14/I-b Erza Steet, World Trade Centre, Calcutta 700001). This Council has especially been set up to ensure the quality control and Pre- shipment Act. The Council has also set up a number of Export Inspection Agencies. ‘The Federation of Indian Export Organization: (Allahabad Bank Building, 17 Parliament Street, New Delhi-110001). It is a non profit servicing institution, set up jointly by the Government, industry and trade FIEO is an apex forum coordinating and supplementing the institutions. It also gives special attention to the export promotional activities of small sector including crafts. (Pragati Maidan, New Delhi-110001) The TFA is an autonomous organizationestablished by the Government of India as a company. Started in March 1977 it has today become a highly effective organization giving a new orientation to the country's trade promotional activities. It unifies policy direction, controls and implements programmes of India's participation in fairs and exhibitions, both in India and abroad. Handicrafts continue to receive the special attention of the TFA. Loreign Lnport Offices Many of the developed countries are trying to help others, specially the third world countries. There exist special cell/ organizations which promote trade imports from other countries to theirs. Most of these offices some or most of the following services: 1. Statistical information about their countries and markets. 2. Information on sale opportunities. 3. Information on import requirements and procedures. 4. Information on marketing techniques and business practices. 5, Listing of wholesalers, agents, importers, distributors ete. 6, Arrangements for contracts when visiting the market. 7. Trade fairs and exhibition assistance. 8, Publication concerning the markets. 9. Names of buyers seeking suppliers of a special product in specific quantities. 10. Training programs. 11 Free advertising of products in weekly trade information bulletins; also circulation of product Offers to importers. 12. Seminars on trade promotion. 13.Establishment of regional/ national trade promotion centers and show rooms“Century old skill and imperial heritage of Rajasthan are all that make traditional art and craft of Rajasthan a world famous attraction. The beautifully carved jewellery and dazzling traditional garments allure people of different region of the world to make a visit to Rajasthan.” Arts and Crafts of Rajasthan: A unique range of art and crafts of Rajasthan have been captivating the heart of entire world for many decades. Be it the exquisite artistry of murals or paintings or wood craft or the beaming of multi-colored tie and dye garments, the royalty of Rajasthan is present in every aspect of its art and eraft. Imperial Artistry That Fascinate: Rajasthan is a home to astounding varieties of traditional arts and cultural crafts.RAJASTHAN THE DESTINATI F ICRAFTLacquer and filigree work of Lac jewellery and bangles much famous in all over India. Meenakari Work : Gold and silver jewellery look stunning when some colour is added to it Mehandi i Rajasthani Mehandi decoration, once dominated the fashion market of the world in the late 1990s. Tie and Dve Work: These multi-hued dazzling clothes have been captivating the heart of the entire world for centuries. errs t . Exquisite miniature effigies are still keeping the age-old heritage of terracotta tradition alive. Puppet Art; Puppets made of wood and cotton is the finest art of Rajasthan. Jaipur Marbles: Excellent artifacts made of Jaipur marbles are famous world wide.SEE where touris' Itisa plac an find century old skills, which continues to produce some of the best artistic and exciting wares in the brilliant soil of Rajasthan. This beautifully accomplished art and crafts are admired and preserved not only by the localities of the region, but also a popular attraction for international visitors around the globe. Today, Rajasthan has earned a immense popularity, due to its rich handicrafts, which is also a striking part of the Rajasthan culture. If you are interested to buy some of these unique artifacts, than do not miss the opportunity to try the bustling bazaars, fairs & festivals in the glittering soil of Rajasthan. Top on the World Chart - Rajasthan Handicraft Hued in the vegetable colours, the floral beauty of hand-blocks prints are of world wide fame. 1 Filigree Work:Of late, Rajasthani’s carpet and durrie industry has been revitalized to suit the tastes of modem buyers and are finding new uses as upholstery and bed-spreads The craftsmanship of jewellers and other skills of Rajasthan are renowned particularly Jaipur’s meenakari, a process of coloured glass. Silver is more commonly worn and worked upon and certainly more affordable for gift shoppers Leather-ware, particularly jooties with embroidered uppers are famous and popular. Today even designer hand-bags with graphic embroideries make a good buy. Wood, metal and Stone are used by today’s craft persons to create decorative and utility items that shoppers often find irresistible Miniature paintings of the finest quality continue to be executed in Rajasthan both on paper and on large pieces of cloth. Different regions maintain their own style, known as different schools of painting. Some well-known schools of painting are Marwar, Mewar, Hadoti, Kishangarh, Dhundhar and AlwarSpectacular miniature paintings of Rajasthan are renowned world over. Embroidery: Deft needlework studded with mirror in bright colors is the specialty of Rajasthani embroidery. Shekhawati Paintings: Shekhawati is famous for its bright wall painting making it a popular tourist destination. Tattoo: The typical art of permanent designs on body. Turbans: The shape and size of Rajasthan turbans are a great indicator of person position in the society. Rajasthan’s Terracotta tradition that was linked with the civilization of the Indus continues is still alive in almost every Village. Beyond the utility items like pots and pitchers, notable are the votive images and plaques of deities particularly from Molela (40 km north of Udaipur). Among the textiles, it is the women’s tie-and-dye odhnis (scarf) and the block printed Dresses that are the most distinct. These techniques are now put to use in modem garments, bed-sheets and table-cloths. The fine weave of the Kota-Doria sarees are sought all over the India for summer wear. Gold and silver khari printing, ajrakh, appliqued and embroidered textiles, also abound in Rajasthan.and any special efforts facilitating the new product's market entry. Department Stores: Indian companies interested in establishing business contacts with major department stores, mail-order houses and retailers may also choose the direct approach. Department stores in particular, prefer to deal directly with manufacturers. Their buyers are very specialized and only handle a limited range of products, At some occasions department stores also buy through independent commercial agents. Quite often they have their own buyers as well as a few agents that usually work with them and who know their assortments, If a department store decides to import a particular giftware and handicrafts item, it places bulk rather than small orders. Mail Order: On an average, each German consumer buys products totaling to DM 500 each year from mail-order houses. There are about 200 mail order companies in Germany. In Europe, Germany is the largest mail order market, followed by Great Britain and France. The total European market volume for mail order products is estimated at approximately DM 90 billion, OF the 20 major mail order companies in Europe, 12 have their headquarters located in Germany. Among them are the world's largest mail order companies: Otto Versand in Hamburg and Quelled Sehickedanz AG & Co. in Fuerth. In addition, several German mail order companies operate in other European countries, as well.and any special efforts facilitating the new product's market entry. Department Stores: Indian companies interested in establishing business contacts with major department stores, mail-order houses and retailers may also choose the direct approach. Department stores in particular, prefer to deal directly with manufacturers. Their buyers are very specialized and only handle a limited range of products. At some occasions department stores also buy through independent commercial agents, Quite often they have their own buyers as well as a few agents that usually work with them and who know their assortments. If a department store decides to import a particular giftware and handicrafts item, places bulk rather than small orders. Mail Order: On an average, each German consumer buys products totaling to DM 500 each year from mail-order houses. There are about 200 mail order companies in Germany. In Europe, Germany is the largest mail order market, followed by Great Britain and France. The total European market volume for mail order products is estimated at approximately DM 90 billion. Of the 20 major mail order companies in Europe, 12 have their headquarters located in Germany. Among them are the world's largest mail order companies: Otto Versand in Hamburg and Quelled Schickedanz AG & Co. in Fuerth, In addition, several German mail order companies operate in other European countries, as well. Internet Sales: Germany will become market leader among the EU countries with regard to sales over the Internet by the year 2000. It is anticipated that by then German eled estimated to reach a volume of DM 500 billion worldwide in 2000, bye Yi a LefeT | worldwide ranking after the United States and before Japan. A typiedIt is a place, where tourists can find century old skills, which continues to produce some of the best artistic and exciting wares in the brilliant soil of Rajasthan. This beautifully accomplished art and crafts are admired and preserved not only by the localities of the region, but also a popular attraction for international visitors around the globe. Today, Rajasthan has earned a immense popularity, due to its rich handicrafts, which is also a striking part of the Rajasthan culture. If you are interested to buy some of these unique artifacts, than do not miss the opportunity to try the bustling bazaars, fairs & festivals in the glittering soil of Rajasthan. Hued in the vegetable colours, the floral beauty of hand-b]g world wide fame. Download rineres wakeLacquer and filigree work of Lac jewellery and bangles much famous in all over India. Meenakari Work ; Gold and silver jewellery look stunning when some colour is added to it. Mehandi: Rajasthani Mehandi decoration, once dominated the fashion market of the world in the late 1990s. These multi-hued dazzling clothes have been captivating the heart of the entire world for centuries. Exquisite miniature effigies are still keeping the age-old heritage of terracotta tradition alive. Puppet Art: Puppets made of wood and cotton is the finest art of Rajasthan. Jaipur Marbles: Excellent artifacts made of Jaipur marbles are famous world wide.Spectacular miniature paintings of Rajasthan are renowned world over. Embroidery; Deft needlework studded with mirror in bright colors is the specialty of Rajasthani embroidery. ‘Shekhawati Paintings: Shekhawati is famous for its bright wall painting making it a popular tourist destination. Tattoo: The typical art of permanent designs on body, Turbans: The shape and size of Rajasthan turbans are a great indicator of person position in the society. Rajasthan’s Terracotta tradition that was linked with the civilization of the Indus continues is still alive in almost every Village. Beyond the utility items like pots and pitchers, notable are the votive images and plaques of deities particularly from Molela (40 km north of Udaipur), Among the textiles, it is the women’s tie-and-dye odhnis (scarf) and the block printed Dresses that are the most distinet. These techniques are now put to use in modem garments, bed-sheets and table-cloths. The fine weave of the Kota-Doria sarees are sought all over the India for summer wear, Gold and silver Khari printing, ajrakh, appliqued and embroidered textiles, also abound in Rajasthan.Of late, Rajasthani*s carpet and durrie industry has been revitalized to suit the tastes of modern buyers and are finding new uses as upholstery and bed-spreads The craftsmanship of jewellers and other skills of Rajasthan are renowned particularly Jaipur’s meenakari, a process of coloured glass. Silver is more commonly worn and worked upon and certainly more affordable for gift shoppers Leather-ware, particularly jooties with embroidered uppers are famous and popular. Today even designer hand-bags with graphic embroideries make a good buy. Wood, metal and Stone are used by today’s craft persons to create decorative and utility items that shoppers often find irresistible. Miniature paintings of the finest quality continue to be executed in Rajasthan both on paper and on large pieces of cloth. Different regions maintain their own style, known as different schools of painting. Some well-known schools of painting are Marwar, Mewar, Hadoti, Kishangarh, Dhundhar and AlwarMajor Distribution Channels In Germany, giftware and handicrafts is distributed through five major channels: 1, Wholesalers 2. Importers/distributors 3. Commission agents/sales representatives 4. Department stores 5. Mail-order 6. Internet sales 7. Tele-shopping The individual channels are described in detail in the following- Wholesalers:AD wee ll 62% iw Subscribe witha free PTR Te ane Besides offering wide range of sds 1 rele for direct sales, ths channel ako sipplis large quattis ofindividual articles. They are very paricular in maintaining consistency in the kind of products aed ther quality. One of the distinguishing features of wholesalers isto provide distribution and storage fits. Specialized wholesle's dealin sles to eles as wo sto fil consumers They maintain hig quality standards su But bave a narewer inlet ange of ats a ra Amporters/distributors: ‘Most indian giftware nd fnndlcrats companies use importersdstriutors tomarket and sell their giftware and handicrafts lines. They buy and sell on their own accunt. Thus, the stake om ike, his sales force and Wantage of the distributors exp is existing Aiseibuion change. Distituton call on gitware and Sanderfts rears, purchasing ours tad supermarkets The disribuors’ markup varies depending on the giftware and Fania iter. east $0 peent, While the markups vary asconting to the etter ty lly he dap “one Sebtivay OF a pein aed oe compettivencis i the overall giftware and banderas rar ‘han 45,000 giftwate and handicrafts retailers Several retailers imp iecty from the United States ans sell to the German custome. Usa these are small ‘companies looking foritems new tothe market and kanling smal onlers onl. Commission agents: Commission agents provide Indian conpaties with drs asess tothe German market snd eet control, Independent commercial gens are nonmally working o® 3 1S percent commission and onerte on a regional basis. They concentate on specialist rebies, urchasing proups and department stares, Commission agen conics at hse on singe FU and Germin regulators. An Ion fim wishing to appoint an agent shoul make sire that sach standard conacts mect is expoetitions. In onder ficilate markt etry effets by the agents the shin fen 4 ev prea ee Download id Ml O <Besides offering wide range of goods to retailers for direct sales, this channel also supplies large quantities of individual articles. They are very particular in maintaining consistency in the kind of products and their quality. One of the distinguishing features of wholesalers is to provide distribution and storage facilities. Specialized wholesaler’s deal in sales to retailers as well as to final consumers. They maintain high quality standards and but have a narrower and in-depth range of arts and crafts. Amporters/distributors: ‘Most Indian giftware and handicrafts companies use importers/distributors to market and sell their giftware and handicrafts lines. They buy and sell on their own account, Thus, the companies take advantage of the distributor's expertise, his sales force and his ex sting distribution channels, Distributors call on giftware and handicrafts retailers, purchasing groups and supermarkets. The distributors’ mark-up varies depending on the giftware and handicrafts item, but at le: 50 percent. While the mark-ups vary acconfing to the distributor; they usually also depend on the exchisivity of a product and on its competitiveness in the overall giftware and handicrafts market. Germany hosts more than 45,000 giftware and handicrafts retailers. Several retailers import directly from the United States and sell to the German customer. Usually these are small companies looking for items new to the market and handling small orders only. Commission agents: Commission agents provide Indian companies with direct access to the German market and direct control. Independent commercial agents are nomally working on a 15 percent commission and operate on a regional basis. They concentrate on specialist retailers, purchasing groups and department stores. Commission agent contracts are based on stringent EU and German regulations, An Indian firm wishing to appoint an agent should make sureand any special efforts facilitating the new product's market entry. Department Stores: Indian companies interested in establishing business contacts with major department stores, mail-order houses and retailers may also choose the direct approach. Department stores in particular, prefer to deal directly with manufacturers. Their buyers are very specialized and only handle a limited range of products. At some occasions department stores also buy through independent commercial agents. Quite often they have their own buyers as well as a few agents that usually work with them and who know their a ments. If a department store decides to import a particular giftware and handicrafts item, it places bulk rather than small orders. Mail Order: On an average, each German consumer buys products totaling to DM 500 each year from mail-order houses. There are about 200 mail onder companies in Germany. In Europe, Germany is the largest mail order market, followed by Great Britain and France. The total European market volume for mail order products is estimated at approximately DM 90 billion. Of the 20 major mail order companies in Europe, 12 have their headquarters located in Germany. Among them are the world's largest mail order companies: Otto Versand in Hamburg and Quelled Schickedanz AG & Co. in Fuerth. In addi n, several German mail order companies operate in other European countries, as well. Anternet Sales: Germany will become market leader among the EU countries with regard to sales over the Internet by the year 2000. It is anticipated that by then German electronic sales, which are estimated to reach a volume of DM 500 billion worldwide in 2000, worldwide ranking after the United States and before Japan. A typicdiammm DYo\ VA 9] Coke |DATA COLLECTION TOOLS Depending upon source data collection is classified under two categories: 1. Primary Data 2. Secondary Data PRIMARY DATA The data which are originally collected by an investigations or agency for the first time for any time for any statistical investigations used by them in the statistical analysis are termed as primary data. SECONDARY DATA The data which have already been collected and processed by some agency or person and taken over from these or used by any other agency for their statistical work are termed as secondary data, The methodology used for the data collection was based on personal observation & information gathered through various sources like Intemet, annual reports ete. The information so received was properly analyzed, interpreted to the right conclusions. The research study has been carried out by adopting the following methodology ~ 1. The review of available literature was made to devebp the conceptual framework of Handicraft industry. 2. The study has been based on primary & secondary data both Research Design:and any special efforts facilitating the new product's market entry. Department Stores: Indian companies interested in establishing business contacts with major department stores, mail-order houses and retailers may also choose the direct approach. Department stores in particular, prefer to deal directly with manufacturers. Their buyers are very specialized and only handle a limited range of products. At some occasions department stores also buy through independent commercial agents. Quite often they have their own buyers as well asa few agents that usually work with them and who know their assortments. Ifa department store decides to import a particular giftware and handicrafts item, it places bulk rather than small orders Mail Order: On an average, each German consumer buys products totaling to DM 500 each year from mail-order houses. There are about 200 mail order companies in Germany. In Europe, Germany is the largest mail order market, followed by Great Britain and France. The total European market volume for mail order products is estimated at approximately DM 90 billion. Of the 20 major mail order companit s in Europe, 12 have their headquarters located in Germany, Among them are the world’s largest mail order companies: Otto Versand in Hamburg and Quelled Schickedanz AG & Co. in Fuerth. In addition, several German mail order companies operate in other European countries, as welland a major German mail-order publication is between 20-39 years old, is highly educated of about and earns more money than the average German consumer. This age group cons 4.5 million Germans. Seventy percent of these consumers are male. Already today, the Internet is a major sales channel for German mail-order houses. Teleshopping: QVC and HOT are the two tele-shopping channels in Germany. ‘They operate all over Germany and offer various types of giftware and handicrafts; jewellery, fashion, health, beauty; household consumer goods; collectibles and home accessories.Securing inputs — hiring, training, managing — quality control and packaging ge and pricing ‘ical distribution Export market development In the changing world scenario, craft products exported to various countries form a part of lifestyle products in international market. The impact is due to the changing consumer taste and trends. In view of this it is high time that the Indian handicraft industry went into the details of changing designs, patterns, product development, requisite change in production facilities for a variety ofValue Adding Chain in Handicrafts Fdentificat gn of market opportunities — and development / adaption and refinement Test marketing Uperadigg equipping facilitiesmaterials, production techniques, related expertise to achieve a leadership position in the fast growing competitiveness with other countries. The 6 million craft persons who arc the backbone of Indian Handicraft Industry as provided with inherent skill, technique, traditional craftsmanship but that is quite sufficient for primary platform, However, in changing world market these craft persons need an institutional support, at their places i.e. craft pockets for value addition and for the edge with other competitors like China, Korea, Thailand ete.RESEARCH METHODOLOGY Market Research is a systematic gathering recording analyzing data about problems relating to the marketing of product and services. It is the process of a systematic and in depth study an area of investigations. Supported by the collections, completion and end presentation of relevant details for further utilization. It involves scientific analysis that would result in the formulation of new theories, the discovery of new techniques, a modification of old concepts or rejections of an existing theory. Marketing research plays a vital role of making available the right at right time, right place and to the right person for use in decision making. It is very difficult to find out information about the company’s strategies and polices. Thus, research methodology is a way to systematically solve the research problem. It includes: 1. To know the research problem. 2. To specify the specifications. 3. Toreview literature 4. Data verifications. 5. Data analysis. 6. Interpretations.RESEARCH METHODOLOGYAfter having defined the marketing research problem and developed a suitable approach, attention must be given to the formulation of a detailed research design, which will provide pertinent information. According to (C.R. Kothari, 2004) when defining research design, he presents it simply as ‘the framework for a study used in order to guide the collection and analysis of data’. According to Kothari (2003), there are two major types of research design:- 1. Exploratory research--concerned with the development of initial hunches or insights. 2. Conclusive research--intends to verify insights and help decision makers to select a Specific course of action. Even though exploratory and conclusive research has distinct purposes, they both consist of the same research components. They differ only in terms of the degree of formalization and flexibility of the components illustrated in table below: Research project | Exploratory Research __] Conclusive Research Components Research Purpose General: To generate | Specific: To verify insights about —_a| insights in selecting a situation course of action Data Needs Vague Clear Data Collection Form Open-ended . RoughSample Relative Small Relative Large Data Collection Flexible, No set| Rigid, well laid out procedures Procedures Data Analysis Informal, ‘Typically | Formal “typically non-Quantitative quantitative Exploratory Research: According to Kothari (2003), the primary purpose of exploratory research is to shed light on the nature of situation and identify any specific objective or data needs to be addressed through additional research. Exploratory research is the most useful when a decision maker wishes to better understand situation, identify relevant courses of action or gain additional insights before an approach can be developed. In general, exploratory is appropriate to any a problem about which little is known. Exploratory studies are distinguished by flexibility concerning the methods employed. Literature searches, perience surveys and study of selected studies are some commonly used approaches (Kothari, 2004).An effective way of doing exploratory research is to seek out and talk to individual with expertise related to the situation being investigated. Conclusive Research: The insights gained from exploratory research might be verified by conclusive research, as the objective of conclusive research is to test specific hypothe:and examine specific relationship (Malhotra, 1999). Conclusive research is especially useful when the decision-maker already has in mind on or more alternatives and is specifically looking for information pertinent to evaluating them. Therefore, when conductive a conclusive research, the decision maker can choose the best course action in a situation. The kind of research is based on large, representative samples, and the data obtained are subject to quantitative analysis. There are two basic forms of conclusive research:- © Descriptive research © Casual research The distinction between the two is based on the primary purpose of a conclusive research project and the nature of the inferences that can be drown from it. Descriptive research is the design involved in the vast majority of marketing studies. The goal of descriptive research, as the name implies is essentially to describe something. Specifically, it is intended to generate data describing the composition and characteristics of relevant groups of unit such as customers, salespeople, organization and market areas (Parasuraman, 1991).Data collected through descriptive research can provide valuable informa tgiialaidiellliet dill,Duration of recession Response ‘Sail facing, ‘Overcome jot faced yet According to this, 20% of the organi recession & 20% of the organiz: or overcome the effect of the organization. 5. When respondents were aske period of recession then their response is whether they have 3 ion states that they are still facing the effect of the Wn says that they have no such prominent impact on the nization of the recession. Whereas, 60% of the organization states that they had ny chances of recover ry in the ‘Chances of recovery Response ‘Already recovered T More chances 4 Less chances 0 chances According to this, 80% of the organization states that there are more chances of recovery from the recession, Whereas, 20% of the organization says that they had already recoveredTabor Raw material ‘Manufacturing cost (Over all cost 3 According to this, 60% of the respondents the domestie factor which is mostly hit by recession is overall cost of the project. Whereas, 40% of the respondents states labour as the most effected domestic factor by the recession. None of the organization says for raw material & manufacturing cost. When respondents were asked about the impact of recession on global factor then their responses are Global Tactor Response Marketing Tnvestment by foreign players Both Ne effect 0 According to this, 60% of the organizations states investment by foreign players as the most impacted global factor by recession, Whereas, 20% of the organizations says for marketing as the most impacted global factor & 20% of the organizations states both marketing & investment by foreign players had been effected by recession.Objective of Study . To study the handicraft industry of India. 2. To study the recessionary effect on the handicrafts industry at Jodhpur. 3. To understand the complete procedure and requirements of Indian Handicraft Industry. 4, To analyze the different product of Indian Handicraft Industry. 5. To find the potential in existing market. . To measure the satisfaction level of the existing customers and to make 2 the customers aware about the new products offered by Handicraft Industry of Jodhpur. SAMPLING Sampling may be defined as the selection of some part of an aggregate or totality on the basis which a judgement or interference about the aggregate or totality is made. In other words, it is the process of obtaining information about an entire population by examing only a part of it. In most of the research workAdvantages of Field Study:_ 1) They are close to real life, and they cannot be criticized on the ground that they are remote from real settings or are artificial. Field studies are more socially significant than other types of study. 2) In real settings, variables exert their influence fully and, as such, the strength of variables is another advantage of field studies. 3) field studies are also strong in their heuristic quality. Limitations of the Field Study: 1) Such studies are scientifically inferior to laboratory and_ field experiments. 2) There is lack of precision in the measurement of variables. This limitations arises on account of the greater complexity of field situations. Such studies have practical problems in respect of feasibility, cost, sampling, and time, For instance, they are likely to take more time and involve a great cost. ‘Scope of the Study: Every research is conducted to fulfill certain objectives and these objectives in turn fulfill some purposes and it is of significance for one or more than one party, 1 esearch was signi both to the company as well as to the researcher. It helps the researcher in studying the various kinds of risk and uncertainty in recession and to know the awareness and the satisfaction level among the entrepreneurs regarding the recessionand Government. The research is compulsory for the par ial fu urriculuy so the research facilitates the researcher for the fulfillment. The researcher has got an opportunity of implementing her theoretical knowledge of ‘management program in her practical life. The researcher has not only got practical exposure of working conditions but also learned a lot in the field of research, Significance To The Organization: It will enable organization to know about the fluctuation in demand including various type of risk and uncertainty faced by the entrepreneurs and their satisfaction level regarding the policies made by Goverment for them to coming out from the phase of Recession. It will help the organization in adopting the strategies. This description will help the Industry to know whether their customers were about their product range and how can they overcome the situation of recession. In case if any customer is not aware about them then to create awareness regarding the utilization of these services and to overcome all the risk and uncertainty component of business to carn maximum profit or getting no loss regarding the recession. To Other; The study will become useful for future scholars who would wish to conduct the similar study. The researcher can be an important secondary source of information for future scholars LIMITATIONS OF THE RESEARCH 1. Small sample size may sometimes result into erroneous results. Diminutive Time Limit. Different Industrialist have different kind of effect and it is difficult to recognize all.FACTS AND FINDINGS ‘acts & Findings In small units only 14% units go for outsourcing 46% of units are making decorative items, which need skilled labor Max. no. of units are making only traditional items, they are not making any new innovative items like- rotating dining table, decorative co’ grinders, CD racks ete© 60% of units are facing skilled labor problem and 20% of units are facing raw material (wood) price increase problem © 60% sales generate in September to December month 63% of units sale their products by direct sale or by phone RS. IN CRORES iti YEAR biti © The total exports in the year 2006-07 has been the highest with respect to initial handicrafts exports in the year 1994-95, © The graph shows a decline in the exports in the year 2008-09,due to world wide recession.© 60% of units are tacing skilled labor problem and 20% ot units are tacing raw material (wood) price increase problem © 60% sales generate in September to December month 63% of units sale their products by direct sale or by phone RS. IN CRORES © The total exports in the year 2006-07 has been the highest with respect to initial handicrafts exports in the year 1994-95. © The graph shows a decline in the exports in the year 2008-09,due to world wide recession.1, When respondents were asked about the Market of sale of handicrafi’s product is domestic market or foreign market or both then following responses were obtained Market Organization's sale Domestic T Foreign 2 Both dome: foreign According to this, 40% of the organization sale in foreign market & 40% of the organization sale: in both foreign and dom tic market. Whereas, only 20% of them sales in domestic market, 2. When respondents were asked about the Availability of Raw Material then following responses were obtained Raw material availability Organization's through choiceCOUNTRY WISE SHARE) OF ART METALWYARE 2008-8, The above figure shows the country wise share of art metal ware in 2008- 09, ‘COUNTRYWISE SHARE(%:) OF WOODHIARE 2008-08The above figure shows the country wise share of wood ware in 2008-09. COUNTRYWISE SHARE (%) OF MISCELLANEOUS: HANDICRAFTS 2008-2009 AUSTRALIA ‘yuan: iy \ FRANCE ceranw Z 4 ger ra epaecounees ro 4 The above figure shows the share of miscellaneous handicrafts in 2008-09.ANALYSIS AND INTERPRETATIONProducing by yourself 0 Order 4 Vendor contract 1 According to thi on order basis from outside 80% of the organization get the raw materi whereas, 20% of the organization get the raw material from vendor contract. None of the orgs ization produce raw material by themselves. 3, When respondents were asked whether their Need of finance of purchase of raw material is same as before recession or no change in their need then their respon: Reed of finance Response Earlier before recession According to this, 60% of the organization have make no changes in the need of finance of purchase of the raw material afier recession. Whereas, 40% of the organization have in need of the finance for the purchase of the raw material after recession. 4, When respondents were asked about the duration of recession then their responses arefrom this situation, none of the organization was in level of less chances or no chances to recover. 6, When respondents were asked about the recession that according to them on what depends the recession then researcher got following responses Recession depends on Response Thvestment 0 Foreign market condition + Economic factor T Time duration 0 According to this, 80% of the organization states that recession is mainly due to the foreign market condition and 20 % of them says that it mainly arises due to the economic factor . 7. When respondents were asked about the domestic factor which is most hit by recession then following responses were obtained Domestic factor ResponseConclusion Handicraft Industry of Jodhpur is one of the biggest industries of Jodhpur dealing in export With a yearly export of more than 1000 Cr. Although looking at the trend of export figures we Can see a distinct growth in this industry but on the other hand looking at the potential of the Market this growth is not satisfactory,. The total export of handicraft from India that is around 10000 Cr. Jodhpur’s share is only 10%, The main observations of our study are some issues like — 1. labor problem, 2. unwillingness towards investment in machinery, 3. and inability to participate in foreign trade fairs. Thaye identified a number of problems of this industry and these problems have decreased the potential, Still this industry is not investing in machinery even after knowing that the main concept behind success in this industry is bulk supply and this is the point where other countries exceeds.Short term eo] + Prolonged ‘Can‘t say anything According to this, 80% of the respondents says that there is short term effect of recession on handicrafts industry. Whereas, 20% of the organizations states that they can’t say anything about the duration of the recession & it’s impact on handicraft industry. CONCLUSIONPresently handicrafts are being considered as vocational media and it is also opted for style statement and the leisure pursuit. Today, the crafts and craftspeople have a vital role to play in modern India — not just as part of its cultural and tradition, but as part of its economic future.Conclusion Handicraft Industry of Jodhpur is one of the biggest industries of Jodhpur dealing in export With a yearly export of more than 1000 Cr. Although looking at the trend of export figures we Can see a distinct growth in this industry but on the other hand looking at the potential of the Market this growth is not satisfactory,. The total export of handicraft from India that is around 10000 Cr. Jodhpur’s share is only 10%. The main observations of our study are some issues like — 1. labor problem, 2. unwillingness towards investment in machinery, 3. and inability to participate in foreign trade fairs. T have identified a number of problems of this industry and these problems have decreased the potential. Still this industry is not investing in machinery even after knowing that the main concept behind success in this industry is bulk supply and this is the point where other countries exceeds.By going for mechanization exporters will not only be able to supply in bulk, uniformity in goods will also be their and time consumption in manufacturing Will also go down which will decrease the operating cycle, One more reason is unprofessional approach towards work: most of the exporters are no going for marketing and even if any firm is going then also they are sending only their relatives there instead of any professional. Most of the marketing people, which are from their family itself only go and meet the existing customers, nobody is searching for new buyers extensively, ‘The entire journey just because a year end holiday onlyfor the person. Although there are a number of factors that hinders the growth but these are some of the most important factors, If Handicraft Industry of Jodhpur will go for mechanization or at least start participation in foreign trade fairs it will raise exports figures much higher. Future Prospects. The dynamism of handicrafts industry in India is unparalleled - be it the traditional Indian arts and crafts or a customized version of an overseas art form. Unlike in the past when the industry was battling to carve a niche in the market, there is a great demand for Indian handicrafts today that is being nurtured by different government and non-governmental organizations. The sector is economically important from the point of view of low capital investment, high ratio of value addition, and high potential for export and foreign exchange earnings for the country. The industrial revolution and the increasing productivity had slowed down the growth and the quality of arts and crafts, but for some decades now, the scenario has changed and machine-made products no longer attract the people.RECOMMENDATION AND SUGGESTIONS © Each firm should participate in trade fairs © They should do innovation in wooden handicraft products like: rotating dining table, decorative coffee grinders, CD racks & wooden hangers ete © Regarding s led labor problem they should give them wages according to their work © Provide them performance appraisal and bonus on Diwali. On February 12, 2010, India's Export Promotion Council for Handicrafts (EPCH), had approached the Government with a Pre-Budget Memorandum, which featured a series of relevant recommendations. These included: * Reintroduction of Income Tax exemption for all handicrafts products under Section LOBA of LT. Act, 1961. ¢ Extension of Service Tax exemption for merchant exporters. * Announcement of four more mega clusters namely Jodhpur (Rajasthan), Mysore-Channapatna (Karnataka), Puri (Orissa) and Ferozabad was also there among other recommendations. - This, according to EPCH, is necessary for the development and promotion of handicrafts from these regions. * Service Tax exemption for traders participating in international shows, who are subjected to pay in foreign currency (including Indian rupees).© Extension of the Service Tax exemption on Membership Fee of the Council beyond March 31, 2010. Incidentally, in 2009, Reserve Bank of India (RBI) had extended the incentive from September 30, 2009 till March 31, 2010 in order to extend its support to the labor-intensive sectors like textiles, carpets, handicrafts etc. which were badly affected by the demand slump in the US and Japan following the worldwide economic downturn. Concerns expressed by EPCH were shortly echoed by the Union minister of state for commerce & industry Mr. Jyotiraditya Scindia, who urged the Union Finance Minister Mr. Pranab Mukherjee to offer cheap dollar credit at 1% over Libor (London Interbank Offered Rate) to exporters, against the present 3.5% over Libor. He has also asked the finance ministry to extend the 2% interest subvention scheme on rupee export credit and benefits enjoyed by EoU (Export Oriented Units) units. All these demands are extremely logical since handicrafts alone accounts for 1.5 per cent of India’s total exports, but this highly labor-intensive, decentralized industry, concentrated mainly in rural and semi-urban areas, is yet to get the desired boost. Moreover, the sector is still reeling under the pressures of recession and is yet heave a sigh of relief. So now, it is time to see how the Government reacts to these demands, and how far it succeeds to meet the expectations of the handicrafts industry players in India, Q. What could be done to boost handicraft exports? Here are some suggestions Repositioning and Better Planning: India should explore and focus on new sizable markets such as France, Netherlands, Italy Switverland, Canada, Japan and Hong Kong where our exports are negligible. Thisrepositioning would create phenomenal job opportunities to people in rural and semi-urban areas, it will revive old dying arts and artisans. Today our concentration is excessive on three markets United States of America, United Kingdom and Germany. The future promotion of exports must be focussed on growth items and thriving markets for better results. Assessment of Competition: While India offers to the world mostly culture goods, its competitors in Asia and Europe offer tured handicrafis. This is because those countries treat culture goods as well as mass manu! handicrafis as a full-fledged industry Once India recognizes the potential and accords the status of an industry to Handicrafts then it could be a leader in culture goods as well as mass produced decorative goods. Reorientation of Products: Exporters should be exposed to the global market in a systematic and scientific way whereby they realize the customer focus of the country to which they are exporting their goods. Using modem technology, improved tools and techniques, more sophisticated packaging materials and techniques are some of the ways to make Indian handicrafts more popular in the world. Professionalism; This would include the total quality management, being conversant and updated with the global designs, colour trends, environmental concerns, packaging and everything to boost handicraft exports. Publicity through the Internet, preparation of world class catalogues advertisement materials and making efforts to make the Made-in- India label prestigious.