kashmiri carpets marketingworld cup
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8/13/2019 Kashmiri Carpets MarketingWorld Cup
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ugs to iches--Gadda Gyanis IMT Ghaziabad
Srivenkateswarlu Y and Sharad Subramanyam
My pride lies with your comfortmy price is just my work.My living has only one meaningwish I never stop weaving.Kashmiri Artists
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We are erishableWe ,6 in every ten
weavers quit weaving insearch for better
remuneration
80% of the weavers
are below poverty line
(we all weavers under
2 lakhs PA belt)
We are thoroughly
exploited by
government as well as
the middlemen
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E= mc2 of Kashmiri Carpets Eco-Syste
Netw
Weav
AwareConsumer
Better
Demand
Higher
Production
Lower Cost
of Carpets
Higher
Market
Penetration
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What can ben
the Weavers
Fraternity?
What can evolve
into a Profit
making Business
model?
What can instill
trust in the
minds of
consumer?
What can
a sustain
value cha
carpets?
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8/13/2019 Kashmiri Carpets MarketingWorld Cup
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What is Agrabah Carpets tothe Weavers? (Stage I )
Agrabah employs weavers- Salary basedsystem
Provides group health insurance andhousing securities
Establishes houses of production
In-house training and education facilities
Allowances for Children education andwelfare
Exclusive opportunities for women inmanagement roles
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Production and
Management Centre
Ecommerce
Division
Retail Chain
Division
Pro
Exp
Priority 1 Sell carpets and secondary
products through Flipkartand other e tail stores
Ease of availability totargeted consumer acrossgeographies
Customizability and costefficency
Priority 3 Tie ups with Dcor
showrooms Bulk order negotiations
with wholesale and retailhouses
Market penetrationthrough product mix
Priority 2 Brand am Promotio Stalls in Alliances
Hotels anhouses
Exports apartners
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Strategy
CorpoEntrep
Governmentcompany rev
CSR
Companies
industry by c
weaver with
The connect
by building a
exhibition inIn the proce
doesnt char
This will elim
middlemen a
Companies
a CSR activit
Social EntrepreneurshipMohammed Yunus work
towards entrepreneurship inBangladesh
Adidas made shoes for 1
for Bangladesh for poverty
stricken areas at request of
Grameen bank
Loreal collaborated with
Ghana workers to directly
source Shea Butter for theirProducts
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Markets
18475 18320 18370 19690 20410
23060
3329.25 2727.87 3178.19 2892.44 2863.76 2353.33
2006-07 2007-08 2008-09 2009-10 2010-11 2011-12
Exports
Production of Silk(in MT) Exports (in INR crores)
17
1315
150 KNOTS > 300 KNOTS > 500 KNOTS > 800
Demand
Demand
Targeting NRIs specifically
Colder countries where
warmth is a need, not a want
UK, USA, Germany top
importers
Do a Royal Enfield
Customization on WebSit
User chooses templates
colors
Generating demand keep
traditional flavor intact
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Promotions
Brand Ambassador Precedent Gujarat Tourism
Promotions in Flight Thai Airways
Interior Dcor magazines Educate consumer
Star Hotel Suits equipped with Carpets for a feelof the carpet to the users which attract foreignas well as Indian consumers to buy
Social media houses like Facebook, twitter,blogger, RSS and YouTube
Trade fairs and Exhibitions
Stall in Kashmir, metropolitan airports
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Richer Weavers?
10,000.00
30,000.00
50,000.00
70,000.00
90,000.00
1,10,000.00
1,30,000.00
1,50,000.00
1,70,000.00
1,90,000.00
Mirzapur
Silk
Weavers
Kashmiri
Weavers
Agra Belt
Lower Limit Wage Upper Limit Wage
Weaving .5 to 1.5 carpets of 800 knots a
Greater Knots, greater time for the weav
Greater time for weaving=lesser per ann
potential
The Agrabah solution
Weaver gets variable pay in proportion
demand
Variable Pay depends on the number o
Promise fixed pay component to weave
No daily wage-will make him feel more
employee
No weaver takes the complete respons
carpet
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