Jodhpur Mega Cluster

Jodhpur is the second largest city in the Indian state of Rajasthan. After its population crossed a million, it has been declared as the second ‘Metropolitan City’ of Rajasthan. It was formerly the seat of a princely state of the same name, the capital of the kingdom known as Marwar. Jodhpur is a popular tourist destination, featuring many palaces, forts and temples, set in the stark landscape of the Thar desert. The city is known as the “Sun City” for the bright, sunny weather it enjoys all the year round. It is also referred to as the “Blue City” due to the vivid blue-painted houses around the Mehrangarh Fort. The old city circles the fort and is bounded by a wall with several gates. However, the city has expanded greatly outside the wall over the past several decades. Jodhpur lies near the geographic centre of Rajasthan state, which makes it a convenient base for travel in a region much frequented by tourists.

The Handicrafts industry has in recent years eclipsed all other industries in the city. By some estimates, the furniture export segment is a $200 million industry, directly or indirectly employing as many as 200,000 people. Other items manufactured include textiles, metal utensils, bicycles, ink and sporting goods. A flourishing cottage industry exists for the manufacture of such items as glass bangles, cutlery, carpets and marble products. After handicrafts, tourism is the second largest industry of Jodhpur.

More than 1000 units of handicrafts are there in Jodhpur and large number of artisans, entrepreneurs, manufacturers and exporters are engaged for their livelihood. The major crafts being practiced in Jodhpur are wood work, mojari, dabu, bhandaj, mother of pearl work, bone work, musical instruments, wrought iron work, panjadhurrie weaving, pattu weaving, terracotta and pottery and utensil making. The exports of handicrafts which was Rs. 17,288 crores from Rajasthan in 2006-07, the exports from Jodhpur was of the order of Rs. 2641.25 crores. From the year 2007-08, the exports was decreased as it was Rs. 2412.36 crores in 2007-08 and in 2010-11, it decreased to 1860.75 crores. The efforts taken by Council by increasing marketing activities both in India and abroad and increased participation of the exporters in Exhibitions abroad as well as in India and holding of product specific shows such as Indian furniture show, the increase in exports during 2011-12 was observed as it rose to Rs. 2287.96 crores and in 2012-13 it rose to 3171.70 crores.

Major Components of Market Promotion to be Undertaken by EPCH

  • Domestic Market Intervention
    • Buyer Seller Meets for domestic retailers in Jodhpur
    • Retail fairs in Tier – I and emerging Tier – II cities
  • International Marketing Intervention
    • Reverse Buyer Seller Meet in Jodhpur
    • Participation of small enterprises, artisans and non-members in the important EPCH fairs
    • Participation in international trade fairs under a single umbrella banner for small and micro-enterprises
  • Branding, Promotion and others
    • Marketing related capacity building
    • Promotion campaigns
    • Web portals

The eight components under market interventions both in domestic as well as international market and branding, promotion and others as has been proposed by the office of DC(Handicrafts) for undertaking by EPCH during the period of 3 years as per proposed schedule would be undertaken by the Council during 2015-16 to 2017-18. The interventions proposed to be undertaken are briefed 2017-18. The interventions proposed to be undertaken are briefed as follows:

  • Domestic Market Interventions

Jodhpur is a handicrafts cluster and primarily an export oriented cluster. All major handicrafts items produced in Jodhpur are exported and as such their presence in the domestic market is not encouraging. With the book in retails the store selling houseware and furniture products are increasing. Since, the domestic market for the Jodhpur Handicrafts products have not expanded, most of the stores are importing their merchandise from other Asian Countries where domestic market retail is increasing. Further, Euro Zone crises and recession previously in the US market has led to explore the domestic market both for enhancing market linkages as well as awareness amongst exporters for long term commercial business. The following interventions proposed, would be undertaken as a market promotion plan:

  • Buyer Sellers Meets for domestic retailers in Jodhpur

Council would undertake exclusive trade shows in Jodhpur to showcase the product variety in leading retailers, interior designers, architects and other institutional buyers. The possibilities would be explored for participation of cluster exporters and artisan federations to display their product range in order to enable them to get opportunity to interact with the buyers to get information related to market trends, designs of consumers choice and other technical and compliances required with the view to strengthen the supply and explore exports. EPCH would conduct three buyer seller meets for domestic retailer in Jodhpur of 5 days each in November, 2015 (2015-16), March, 2016 (2015-16) and in November, 2016 (2016-17). During these meets 120 craft producer group would be given opportunity for participation.

  • Retail Fairs in Tier I and emerging Tier II cities

5 Retail fairs will be organized by the Council in Tier 1 and Tier II cities. During 2015-16, the retail fair will be organized in Delhi in April 2015, followed by two retail fairs during 3rd and 4th quarter at Hyderabad and Bangalore. During 2016-17 (2nd quarter), the fair would be organized at Mumbai and during 2017-18 (2nd quarter) fair would be organized at Kolkata. During these 5 retail fairs 150 craft producer groups/exporters would be given participation.

  • International Marketing Interventions

In order to explore exports from Jodhpur Cluster as well as to enhance the growth of exports with the view to generate revenue, generate employment and to improve the livelihood of artisans engaged in the handicrafts sector of Jodhpur, the direct market linkages to a large base of medium and small exporters and artisans federations is very much necessary. The major exporters in Jodhpur clusters have strong market linkages in the international market. Whereas small and medium entrepreneurs works as supplier to the large exporters. In order to focus on developing international market, the following proposed interventions would be undertaken by EPCH as per schedule finalized for international participation etc.

  • Reverse Buyer Seller Meets in Jodhpur

As envisaged by the Office of DC(Handicrafts), Council proposes to organize one mega trade fair in Jodhpur Cluster every year with the view to enable potential national and international buyer to have a firsthand experience of the product range as well as to understand the skill capabilities of the clusters and to create awareness about the handicrafts products. This would provide opportunities to crafts persons small entrepreneurs to have direct interaction with buyers and their agents and to understand the requirement of the users in importing countries for exploring market linkages and new market opportunities.

EPCH proposes to conduct three mega trade fairs in Jodhpur in December, 2015 (2015-16), January, 2017 (2016-17) and September, 2017 (2017-18). During these trade fairs, 75 craft producers’ groups/exporters would be given participation. Such RBSM proposed to be conducted would be widely publicized both in domestic and international.

  • Participation of small enterprises, artisans and non-members in the important EPCH fair

EPCH organizes IHGF and Home Expo India every year which concern with Houseware and Furniture. These are B2B fairs and registered exporters members are permissible to participate in the above fairs. The artisans who have the capacity to produce the products in quantity and quality as well as other entrepreneurs who are not members of the Council are deprived for participation in the above fairs. In order to promote market of Jodhpur Cluster, the artisans and entrepreneurs who are not member would also be taken into consideration as a special focus on Jodhpur cluster to give them participation in the above fairs for creating market linkage and to enable them to become exporters with the view to explore exports and strengthen such artisans and entrepreneurs by showcasing their products for marketing in the above fairs of international standards which is visited by large number of foreign buyers from across the world. Council will give participation to 60 exporters (small and medium) in 6 activities during 2014-15 to 2017-18.

  • Participation in International Trade Fair under a single umbrella banner for small and micro enterprises

Worldwide international fairs which have identity in the international market and are established fairs in which buyers visit regularly for procuring their requirements. The major and large exporters can participate in such fairs on their own as the participation in such fairs in USA, Europe, LAC etc. are costly and the small and medium exporters cannot participate on their own. In order to give them an opportunity for participation in established international fairs abroad, small and medium exporters from Jodhpur would be given participation in such fairs. EPCH would give participation to 75 craft producers/exporters in 5 international fairs during 2015-2016 and 2016-17.

  • Marketing related capacity development

The cluster entrepreneurs of Jodhpur need information/training on various factors related to export market and in order to build the capacity of cluster entrepreneurs so that they may export to international market, following topics would be included to disseminate information in training-cum-workshop. Total 10 activities would be conducted to cover 200 artisans/entrepreneurs during the period of 3 years from 2015-2016 to 2017-18:

  • Basic principles for export marketing including product planning for exports, buying behavior, channels of distribution, promotion of products in the global market and export organization
  • Export documentation and procedures
  • Export finance, banking and exchange rate regulations
  • Trade related policies and compliances
  • Promotion Campaign

Brand promotion initiatives need to be undertaken for effective communication of special attributes of the products and their comparative advantage to improve business volumes and profit margins for the Jodhpur cluster products and entrepreneurs/artisans of Jodhpur clusters. Various promotion campaigns for the market promotion of Jodhpur handicrafts through publicity and other measures are proposed and the same would be undertaken during the project period from 2015-2016 to 2017-2018. The initiative proposed to be undertaken would include:

  • Creating a Logo and label that will define the visual imagery of the brand
  • Developing various communication templates such as brochures, product catalogue, print advertisements, hoardings, posters, internet, advt. campaigns etc.
  • Designing for all packaging elements such as tags, levels, boxes, carry bags.
  • Design of display elements in exhibition booths, retails kiosks and shop-in-shops
  • Design of a corporate identity for the Cluster Marketing SPV that includes letter heads, visiting cards, bill books etc.
  • Newsletters will be prepared and circulated to major buyers
  • Web Portal

In the promotion campaign for Jodhpur Cluster, a cluster level website and e-portal is proposed to set up to promote awareness and facilitate direct market linkages, especially for the artisans owned institutions, the website will have an exclusive list of entrepreneurs in the cluster of Jodhpur with their brief profile which would contain product catalogues, brochures and details on the production process and the same would be promoted through various media tool and search engine optimization techniques to improve outreach in order to enable the consumers to buy directly from the artisans. The activities would be undertaken during the project period from 2015-16 to 2017-18.

Cologne, Germany
30TH August – 1st September,2015
(about the show + participation+ photographs)
Media Clippings

2-5 October,2015
(about the show + participation+ list of participants + photographs)
Media clippings
Copy of advertisement