Mahavir Pratap Sharma
Chairman Carpet Export Promotion Council (CEPC)
China remains a focus country
The Carpet Export Promotion Council (CEPC) is a non-profit organisation set up in 1982 by the ministry of textiles to promote export of carpets, handmade knotted carpets, rugs, floor coverings and other allied products. With over 2,500 members across the country, CEPC helps the sourcing needs of an importer anywhere in the world and the selling needs of Indian exporters. Chairman MahavirPratap Sharma discusses the growing market for Indian carpets in China and the plans of the council to promote Indian carpets in a big way.
What is the global market size of carpets and rugs? What is the percentage share claimed by India?
The global market size for handmade rugs is about $5 billion per annum and India has a share of about $1.6 billion, or about 35 per cent.
Tell us about the new technologies used in dyeing.
New environmentally safe and recycled treated water being used for dyeing that is totally azo-free has already been implemented across India.
What are your thoughts on Industry 4.0? How well-equipped is the Indian carpet sector?
It is totally well-equipped, in addition to all the things I have mentioned. The new generation is bringing in new energy and ideas, taking promotion and sales online and penetrating never-before markets.
What is the market for handwoven as against machine woven carpets?
The global market share of all carpets and floor covering is about $35-40 billion per annum and handmade rugs have a share of about $5 billion in it.
Which are the major markets for Made in India carpets? What is the annual export?
The US has about 45 per cent share ($0.8 billion), EU and UK about 20 per cent.
What steps are being taken in terms of skilling?
Looms are being planned to be given almost free of cost. It is being proposed that the GOI through the DCH will subsidise 80 per cent of the cost and the balance 20 per cent will be paid by the manufacturer on behalf of the weaver who will pay this off in interest-free installments from the weaving wages that he will be paid. This will ensure free looms to the weaver and continuous work to him at least until he owns it.
There is not much branding in the sector. Any thoughts on this?
We have just started to make some progress; we are trying to create a large Indian brand and we shall soon be embarking upon promotion of the same.
What is the percentage of wool, silk, wool-silk, poly-viscose, and other fibres carpets exported and for sale in the domestic market?
The domestic market currently stands at about $2.2 million for handmade rugs.
Have Brexit and the US-China trade war had an impact on the carpet industry?
They haven't had much impact as India is a net exporter to all the countries. And since China is not a competition for Indian rugs, India will not benefit much. As a matter of fact, we are exporting to China and the growth is very rapid there. It is a focus country for us.
What are the challenges that the Indian carpet and rugs manufacturers face?
The fluctuating currency, the unpredictable policies of the importing country, the increased cost of freight, increased duties in some importing countries, etc.
What kind of governmental help and support can help boost this sector?
Funding for marketing and branding, support for reduction of interest rate as per international norms, refund of state-level levies in fuel, electricity, land, etc, and creating a smoother automated custom clearance of goods from all ports.
What new fibres and technologies are trending in the global carpet industry?
There is linen, hemp, jute and blended materials that are being added to the industry. Also, hand tools have made strong inroads into the process of finishing and added much needed improvement on the finish and time required for the industry.
What new initiatives and activities does CEPC plan to undertake in 2019-20?
We have already launched a new social media marketing and branding campaign. We are also planning to open warehouse in China, and provide a permanent place for Indian exporters to stock their merchandise to sell in mainland China. Besides, we are making ourselves more socially and environmentally compliant and adept for the future. Last, but not the least, is that our weaver training programme, especially for women, will get an impetus from us.
How sustainable are the manufacturing processes used in the carpeting industry?
They are very sustainable and the fact that we have grown, while other nations are stagnating or have slowed down, shows our sustainability. The major reason for the same has been the fact that Indian manufacturers are very adaptive to new colours, designs, raw materials and products. And this trend will continue to grow in the right direction.
Published on: 31/12/2018
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
