www.ChinaSourcingReports.com

Nepal

Sri Lanka

DELHI

Haryana

INDIA

UttarPradesh

ChinaIndia supplier profi lesDetailed profi les of 18 suppliers with verifi ed manufacturing and export credentials

Product gallerySpecifi cations and full-colorimages of 177 top-sellingexport products ranging fromvases to garden fountains

Industry trendsCoverage of current issues,plus insights into supply centers, products and pricing

March 2014US$150

Home DecorEssential sourcing intelligence

Global Sources is off ering this series of Developing Country Sourcing Reports as part of its corporate social responsibility undertakings in partnership with the Hinrich Foundation, a philanthropic development organization whose mission is promoting sustainable global trade.

The aim is to give international buyers new sourcing opportunities from experienced exporters, generating orders and creating lasting jobs in developing economies.

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HOME DECORSupplier capability in India

Responding to the challenges it faces, India’s home decor industry is undertaking measures aimed at enhancing product design and manufacturing equipment.

Suppliers are increasingly turning out earth-friendly products appealing to markets that have high demand for sustainable models. In addition, enterprises are upgrading workers’ skills and phasing in different types of modern machinery to their assembly lines to complement traditional processes and improve efficiency.

The combination of native and contemporary design elements is a key characteristic of home decor from India. Conventional aspects include intricate processes done by hand, while modern features typically entail asymmetrical profiles. The wide use of locally procured natural materials is also an important attribute of domestically made items.

Objective, methodology & scope

Key findings

Executive Summary

In this report

• 18 in-depth company profi les

• 177 top-selling export products

• Supplier demographics

• Supplier survey

• Industry statistics and charts

1. The sector has grown steadily in recent years because of rising demand from alternative destinations such as South America, Africa and China. This development is expected to continue over the next few years as more suppliers target other markets, including the EU, the Middle East and Australia.

2. Featured companies generally forecast export prices to increase over the next six months due to higher expenditure for labor and raw materials. A significant minority of manufacturers, however, do not intend to adjust quotes to offset more intense competition from other local and foreign makers.

3. Enterprises are largely optimistic that overseas revenue this year will expand, with some predicting sales to surge by at least 20 percent, driven

by demand from new markets. Most suppliers, however, have more modest expectations and expect business to come mainly from established buyers in the US and the EU.

4. Growing outlay for manpower is the most crucial challenge facing the industry. Many suppliers are significantly affected by this difficulty since head offices are typically based in Delhi, which implements the highest minimum wage rates in the entire country. The increasing cost of raw materials is another obstacle confronting the sector.

5. India has several production hubs for home decor. By itself, the state of Uttar Pradesh has several cities specializing in pottery, metal work and carved wooden items. Rajasthan is prominent for marble and stone models. Paper decor is sourced mainly from Kashmir.

This India Sourcing Report is part of a series designed to provide buyers with information on new products from export manufacturers in supply markets that specialize in handmade merchandise.

The Developing Country Sourcing Report series is part of Global Sources’ corporate social responsibility initiatives. It is offered in conjunction with the Hinrich Foundation, whose mission is promoting sustainable global trade. One of its objectives is to help create jobs in developing Asia through export promotion.

To produce this report, large, midsize and emerging manufacturers, all with substantial export experience, were surveyed. The selection of suppliers is designed to reflect the composition of the industry in India in terms of geographic location, materials used and range of products offered.

For in-depth profiles, our researchers visited the facilities of each company and interviewed senior executives who discussed their recent performance and provided forecasts for the next 12 months. All other makers in this report were either visited or contacted by phone.

In each case, companies were required to answer specific questions designed to verify their manufacturing and export credentials, including a breakdown of exports by product type and market. Suppliers also participated in a survey designed to provide insight into the industry.

This report covers different types of home decor available in India, including home accessories, vases and pottery, and garden ornaments. Each product category has its own price guide that describes features of models for the low end, midrange and high end.

The Industry Overview section discusses key issues affecting export manufacturers. It provides insight on the composition of the industry and elaborates on the important supply centers within India.

The Products & Prices section details the features and price ranges of home decor. It also examines the design and manufacturing processes, main materials used, and sourcing centers where components are procured.

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4 India Sourcing Report

CONTENTS

Disclaimer: Any recommendation contained in this report may not be suitable for all investors or businesses. Moreover, although the information contained in this report is obtained from sources believed to be reasonably reliable, the accuracy or completeness of such information cannot be guaranteed. The author and the publisher of this report (and the publisher’s affi liates, agents, sales representatives and service contractors) do not make any representation or warranty whatsoever (whether express or implied) in relation to any of the contents of this report (including any information, opinion, recommendation or conclusion contained in this report) (collectively, “Contents”), whether as to the accuracy, completeness, quality, fi tness, suitability or reliability of such Contents (or any portion thereof ) or otherwise, and shall not be liable under any circumstances whatsoever for any error, omission, defect or defi ciency in, or for any use of or reliance on, such Contents (or any portion thereof ).

All product images are provided by the companies interviewed and are for reference purposes only. Those product images featuring products with trademarks, brand names or logos are not intended for sale. Products that are not the specifi c topics of editorial articles are shown for illustrative and/or demonstrative purposes only. We, our affi liates, and our affi liates’ respective directors, offi cers, employees, representatives, agents or contractors, do not accept and will not have any responsibility or liability for product images (or any part thereof ) which infringe on any intellectual property or other rights of a third party.

Copyright 2014 Trade Media Limited. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Trade Media Holdings Limited and Trade Media Limited is prohibited.

Published by Publishers Representatives Limited (on behalf of Trade Media Limited)4th Floor, Century Yard, Cricket Square, Elgin Avenue, P.O. Box 32322 SMB, George Town, Grand Cayman, Cayman Islandsc/o 22/F Vita Tower, 29 Wong Chuk Hang Road, Aberdeen, Hong Kong

ISBN 978-988-8245-08-6

Contents

EXECUTIVE SUMMARY 3 Key fi ndings Objective, methodology & scope

INDUSTRY OVERVIEW 9 Exports Export markets

Products & prices 11 Production & export statistics Typical parts & components Price guides

Supplier survey 16 Export prices Export sales Export markets Major challenges R&D focus

SUPPLIER PROFILES 19 Supplier matrix: Comparison of supplier location, sales revenue & export capability Profi les of 18 verifi ed suppliers

PRODUCT GALLERY 63 Home accessories Vases & pottery Garden ornaments

CONTACT DETAILS 95

Sample page onlyoo 16

agmparison of supplier location,son of supplier location& export capability ort capability

18 verifi ed suppliers suppliers

ODUCT GALLERY ODUCT GALLER ppHome accessoriese accessoriesVases & potteryVases & potteryGarden ornamentsGarden orna

CONTACT DCONT

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Industry Overview

Industry Overview

Exports

Suppliers of home decor in India are carrying out various product-development measures and undertaking machinery upgrades to counter different industry challenges.

Faced with intensifying competition in the region, domestic manufacturers are stressing innovation to remain viable. Makers are launching models made of plant-based inputs amid the growing demand for sustainable goods. Cane and bamboo, in particular, are widely used as they can be readily procured from local vendors. Instead of wood pulp, enterprises are creating paper products from banana and cotton fibers, thus reducing the need to cut trees. In addition, these materials are versatile to be woven in various combinations, allowing makers to differentiate their products better from their foreign counterparts.

Aside from exerting efforts to keep up with the latest trends, suppliers are modernizing facilities by emphasizing mechanization. Several manufacturers have started incorporating electric metalworking equipment such as lathes, and cutting, sanding and drilling machines. This approach helps companies boost efficiency and reduce manpower outlay.

To further enhance workers’ machine-usage skills, the national government, with financial and technical assistance from the United Nations Development Programme, has established the Metal Handicrafts Service Center. Located in the city of Moradabad in Uttar Pradesh state, the facility organizes training sessions aimed at teaching craftsmen on how to use advanced tools and equipment. It also offers courses on various techniques such as electroplating, lacquering, sandblasting and powdercoating.

Companies are modifying their export strategies to prop up sales. Instead

of focusing largely on traditional destinations such as the US and the EU, suppliers are now eyeing customers from emerging markets, including the UAE, Saudi Arabia and South Africa. This strategy is deemed vital as manufacturers continue to strive to remain viable and sustain healthy export figures.

ExportsShipments of handicrafts, which include the home decor line, have been on an upward trend for the past three years. Data from the Ministry of Commerce and Industry show that turnover reached $3.3 billion in the fiscal year 2012-13. This was after the segment recorded a 10 percent jump from the previous period. Revenue from April 2013 to January 2014 amounted to $2.8 billion, marking a 21 percent improvement YoY. Earnings are predicted to surge by 15 percent and surpass the $3.8 billion target for 2013-14. The bullish outlook is mainly attributed to rising demand from China, Africa and Latin America.

Home accessories sales totaled $516 million from April 2013 to the first month of this year, up 14 percent from the period prior. The growth is credited to strong demand for ornamental items, specifically candles, sculptures and lamps in the US, the EU and the UAE.

Income from vases and pottery amounted to $24.4 million in 2012-13 on the back of robust sales from the US, Germany and the UK, which accounted for roughly one-half of shipments.

Garden ornament exports reached $17.6 million in 2012-13, $1.8 million more than the amount posted from a year earlier. Stable demand from the US, the UK and Australia boosted deliveries.

ChallengesThe soaring cost of labor is considered as the primary roadblock facing the sector. Because of the surging manpower outlay, some buyers are shifting their purchasing activities to more economical hubs such as China and Vietnam.

As part of its reforms, the national administration has authorized state governments to independently set the minimum wage in their jurisdictions to offset rising living costs. In Delhi, where most head offices and factories are based, workers receive between $152 and $185 per month, depending on the skill level. Pay rates in Uttar Pradesh start at $98. Wages in the state of Haryana are from $100 to $105. To save on manpower expenditure, several suppliers are forced to cut jobs while others resort to subcontracting. Assembly, molding and carving are

2011-12 2012-13 2013-14*

157

Home accessories$million

*Apr-JanFiscal year starts in AprilSource: Ministry of Commerce and Industry

410452

516

Vases & pottery$million

21

2011-12 2012-13 2013-14*

2421

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20 India Sourcing Report

Supplier Profiles

SUPPLIER MATRIX

Company Year established

Head offi ce location

Factory location(s)

Ownership Full-time employees

Part-time employees

ISOcertifi ed

Balaji Time 2010 Noida (Uttar Pradesh)

Noida (Uttar Pradesh)

Locally owned

9 30 Yes

Cantik 2010 New Delhi (Delhi)

New Delhi (Delhi), Aligarh

(Uttar Pradesh)

Locally owned

10 50 No

Curio Crafts 1993 Noida (Uttar Pradesh)

Noida (Uttar Pradesh)

Locally owned

100 50 No

Exotic India 1998 Moradabad (Uttar Pradesh)

Moradabad (Uttar Pradesh)

Locally owned

200 150 Yes

Falcon Indventure 2010 New Delhi (Delhi)

New Delhi (Delhi)

Locally owned

10 100 No

Four Continent 1979 Moradabad(Uttar Pradesh)

Moradabad (Uttar Pradesh)

Locally owned

12 20 No

G.S. 1991 Jaipur (Rajasthan)

Jaipur (Rajasthan)

Locally owned

150 100 Yes

Giftmark 1993 Moradabad (Uttar Pradesh)

Moradabad (Uttar Pradesh)

Locally owned

200 160 No

Giftrend 1991 New Delhi (Delhi)

Saharanpur, Moradabad

(Uttar Pradesh)

Locally owned

10 150 No

Goyal India 1972 Moradabad (Uttar Pradesh)

Moradabad (Uttar Pradesh)

Locally owned

700 100 Yes

HKG 2002 New Delhi (Delhi)

New Delhi (Delhi)

Locally owned

15 40 No

Kamboj Art 2012 New Delhi (Delhi)

New Delhi (Delhi)

Locally owned

10 40 No

Karara 1995 New Delhi (Delhi)

New Delhi (Delhi)

Locally owned

60 70 No

Malik Exports 1979 Moradabad (Uttar Pradesh)

Moradabad (Uttar Pradesh)

Locally owned

8 60 No

New Mass 2005 Moradabad (Uttar Pradesh)

Moradabad (Uttar Pradesh)

Locally owned

55 50 Yes

Pawan 2008 Noida (Uttar Pradesh)

Karimganj (Assam)

Locally owned

5 150 No

Shri Krishna 2006 New Delhi (Delhi)

New Delhi (Delhi)

Locally owned

10 20 No

Style Homez 2012 Faridabad (Haryana)

Faridabad (Haryana)

Locally owned

7 20 No

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Locallyownedo

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MoradabMo(Uttar(Utt

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24 India Sourcing Report

Supplier ProfileSupplier Profiles

Capability

Contact details

Business contactAGGARWAL Rajinder

Phone (91-120) 424-6569

E-mail rajinderaggarwal@ balajitimesquare.combalajitimesquare@gmail.com

URLwww.globalsources.com/ balajitime.cowww.balajitimesquare.com

AddressC-456, 1F, Industrial Area, Sector-10, Noida, Uttar Pradesh, India

Balaji Time Square

Annual sales $165,000 Share of total sales 100% Annual export sales $16,500 Total monthly capacity 30,000 pieces Average monthly output 9,000 pieces Capacity utilized 30% Average monthly exports 1,000 pieces Export ratio 11%

Company facts

Year established 2010 Head offi ce location Noida (Uttar Pradesh) Factory location(s) Noida (Uttar Pradesh) Ownership Locally owned Full-time employees 9 Part-time employees 30 ISO certifi ed Yes Total annual sales (all products) $165,000

Sales & output: Home decor

Materials used Metal ✓

Ceramic ✗

Wood ✓

Marble & stone ✗

Glass & crystal ✓

Other ✓

Exports by product Home accessories 100%Vases & pottery –Garden ornaments –

Exports by market North America –EU –Europe (non-EU) –Asia-Pacific 50%Middle East 50%Other –

Founded in 2010, Balaji Time specializes in designer wall clocks. The company generates $165,000 in total annual revenue.

The supplier sends abroad one-fifth of home decor output. Saudi Arabia and New Zealand are the primary overseas markets, each accounting for 50 percent of outbound shipments.

The enterprise also manufactures wall hangings and lamps. Customized home accessories are likewise accepted.

Products mainly fall under the midrange and high-end price segments. Wall clocks in simple designs start at $5. Large models are offered between $1,600 and $14,500.

MDF, aluminum, acrylic, stainless steel and wrought iron are sourced from vendors in Noida city of Uttar Pradesh state. The mechanical parts of clocks are purchased from China.

The owner serves as designer and releases up to 40 models every year. Samples are typically provided within two days.

The majority of manufacturing steps are performed in the maker’s 280sqm factory in Noida. Printing is usually subcontracted to local craftsmen. As many as 30,000 pieces are turned out every month. Production normally peaks from August to October.

Balaji Time has nine permanent and 30 part-time workers. Two inspectors conduct QC on all finished items before packing and shipping.

Corrugated boxes are typically used as packaging. The MOQ is 100 pieces. Delivery is within 20 days.

The supplier is a member of the Export Promotion Council for Handicrafts. It will target the EU for market expansion in the year ahead.

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will target the EU for market exphe EU for markin the year ahead. the year ahead.

www.ChinaSourcingReports.com 25

Supplier Profile Executive Sum-Supplier Profiles

Popular export models

Model: WI-5511MOQ: 100 piecesPackaging: Corrugated boxDelivery: 20 daysPrice: $21.30Description: Wall clock; wrought iron base, and plastic, stainless steel or aluminum hands; glass stone trimming, red, white, black or green; 16in

Model: WP-002MOQ: 100 piecesPackaging: Corrugated boxDelivery: 20 daysPrice: $40Description: Wall hanging; MDF; bull design; 16x16x3in

Model: W-5098MOQ: 100 piecesPackaging: Corrugated boxDelivery: 20 daysPrice: $5.40Description: Wall clock; MDF base, and plastic, stainless steel or aluminum hands; acrylic trimming; heart motif; 12in

Model: W-1701MOQ: 100 piecesPackaging: Corrugated boxDelivery: 20 daysPrice: $4.75Description: Wall clock; MDF base, and plastic, stainless steel or aluminum hands; 12in

Model: WI-5515MOQ: 100 piecesPackaging: Corrugated boxDelivery: 20 daysPrice: $21Description: Wall clock; wrought iron base, and plastic, stainless steel or aluminum hands; glass stone trimming; 16in; in various colors

Model: WP-021MOQ: 100 piecesPackaging: Corrugated boxDelivery: 20 daysPrice: $40Description: Wall hanging; MDF; deer design; 19x19x4in

le ppll

ehanging; MDF; bull DF; bull design; 16x16x3in16x16x3in

Model:del W-5098W-50MOQ:Q: 100 piecPackaging:ging: CorDelivery:DPrice:PDesc

For other inquiries E-mail: service@globalsources.comTelephone Hotline: (65) 6547-2800

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