For more than three decades now, Carpet Export Promotion Council (CEPC) has been instrumental in connecting Indian carpet exporters with overseas buyers. ‘Rugs of India’, a brand promoted by CEPC, today, defines India’s hand-weaving skills, globally. However, when it comes to exports, even these exotic, traditional rugs need to be branded and marketed well in the face of competition from machine-made products. CEPC Chairman Mahavir Pratap Sharma explains why.
TDB: The 33rd edition of India Carpet Expo was held in New Delhi last month. How was the response from visitors?
Mahavir Pratap Sharma (MPS): We brought together 305 small, medium and large manufacturers and exporters from across the country and showcased their products to 397 overseas carpet buyers who visited the expo held in New Delhi. The latest edition of the expo generated about Rs.800-1,000 crore business during the four-day exhibition period.
As India accounts for about 35% of global export of handmade carpets, India Carpet Expo (ICE) provides an ideal platform for international carpet buyers, buying houses, buying agents, architects and Indian carpet manufacturers and exporters to meet and establish long-term business relationship. In fact, for the first time 60 countries participated in ICE – buyers from countries like Bulgaria, Israel, Malaysia, Mauritius, Taiwan, Zimbabwe, Vietnam, Serbia and Hungary attended the event for the first time along with traditional buyers from Australia, Brazil, Canada, China, Chile, Germany, Mexico, Turkey, UK, US, Japan, etc.
The expo has been very successful in opening new markets for the industry and in helping small and medium carpet manufacturers promote their products across overseas markets.
TDB: Which are the key export markets for Indian handmade carpets?
MPS: Indian handmade carpets are exported to 73 countries around the world, with US being the largest importer.
In fact, India has been dominating the US carpet market for more than a decade now, emerging as the most preferred carpet supplier to US among all major carpet exporting countries, including China, Nepal, Iran and Pakistan.
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