Export Promotion Council for Handicrafts (EPCH) was established under Companies Act in the year 1986-87 and is a non-profit organisation, with an object to promote, support, protect, maintain and increase the export of handicrafts. it is an apex body of handicrafts exporters for promotion of exports of Handicrafts from country and projected India’s image abroad as a reliable supplier of high quality of handicrafts goods & services and ensured various measures keeping in view of of observance of international standards and specification. Mr. Rakesh Kumar, Chairman India Expo Centre & Mart and Executive Director EPCH shares the dynamics and overview of EPCH with Interiors & Decor.
- To begin with tell us about the growth story of Export Promotion Council for Handicrafts (EPCH)?
Ans. The story of EPCH is a long one – it started as a two-person organisation in a small office in 1986 with a membership of just 35 exporters. The annual exports of India’s handicrafts stood at a meager Rs. 387 crores in 1986-87. Since then EPCH has emerged as the front line export promotion council with a membership of more than 8000 exporters from all over India. Its numerous export promotion efforts over the years have brought about a sea change in Indian handicrafts sector. The exports have touched Rs. 18,639.14 crores in 2014-15.
The vigorous efforts undertaken by the EPCH have resulted in establishing new markets, created infrastructure product and design development, producing skilled manpower. The LAC, CIS, Africa and China which were negligible markets for Indian handicrafts have now become attractive markets for the Indian handicrafts and as such many new markets have been linked with the handicrafts sector in order to widen the scope of exports and its reach.
Various initiatives for promotion and growth of handicrafts sectors have been taken by EPCH which are enumerated below:
INTERNATIONAL SHOWS IN INDIA AND OVERSEAS
Domestic Shows
- Indian Handicrafts & Gifts Fair (IHGF) – Spring and Autumn
(Now known as IHGF-Delhi Fair Autumn & Spring)
One of the important activities of the EPCH has been the organization of Indian Handicrafts & Gifts Fair (IHGF) twice in a year in NCR of Delhi. The fair is now known as IHGF-Delhi Fair Autumn & Spring. This fair was initiated in the year 1994, 313 exhibitors and has become one stop sourcing event for overseas buyers from all over the world and it attracts more than 5000 overseas buyers in each edition who source their requirements from more than 2700 plus Indian companies participating at this fair. The IHGF-Delhi Fair is celebrating its 40th edition during Autumn 2015 with an area of more than 1,90,000 sq. mtrs, 14 product categories with more than 1600 designs and styles of home, lifestyles and fashion products on display.
Product Specific Shows
On the demand of overseas buyers, Council has started organising product specific shows namely:-
- Indian Fashion Jewellery and Accessories Show
- Three-in-one show i.e. ‘Home Expo India’
- Indian Houseware & Decorative show
- Indian Furnishing, Flooring & Textiles show
- Indian Furniture and Accessories show
In addition to above, every year the Council participates in over 40 shows across the globe and also organises Buyer-Seller-meets and Folk Craft Festivals in different countries to encourage exporters to explore these markets for exports and also create brand image of Indian handicrafts. The Council aggresively promotes its shows through various advertising mediums to encourage maximum buyers turnout to its shows.
INFRASTRUCTURAL INITIATIVES
In order to provide the market intelligence and technical know-how with respect to new designs and production techniques following infrastructural facilities have been sent up at different craft clusters:
- Resource-cum-facilitation Centre at Moradabad
- Common facility centres at Jodhpur
- National Centre for Photo and Picture Framing Technology at Saharanpur its included technology upgradation centre, wood seasoning plant
- International Lace Trade Centre at Narsapur
The Council has forayed into Skill Development by setting up Handicrafts & Carpet Sector Skill Council to bridge the skill gap that exists in Handicrafts and Carpet sector. The Council is also actively taking compliance initiatives by regularly organising seminars and workshops on various compliances social and environmental. In order to combat the Timber legality issue raised by European Union, the Council has launched a Timber Legality Assessment and Verification Scheme(Vriksh).
- Tell us about the products that goes in to exhibition? Also brief us about the business background of the participants?
The following are the product category on display during the fair and participants are members of the Council :
- i) Houseware, tableware, kitchenware, hotelware, ii) Home furnishing, home textiles, linens and madeups, iii) Festive décor, chriastmas, Halloween, valentines, birthdays, anniversaries celebrations, iv) Fashion jewellery, bags, scarves, ties, fashion compliments, v) Luggage, leather bags, and cases, vi) Furniture & Furniture accessories, vii) Carpets, rugs and floorings, viii) Bathroom accessories, ix) Spa and wellness, candles, incense, made ups, burners, potpourri and aromatics, x) Stationery, handmade paper items and greeting cards, xi) Lamps and lighting, chandeliers, lampshades, lanterns, xii) Decorative articles & giftware, xiii) Garden ornaments, lawn accessories, xiv) Sustainable products, jute, cane, bamboos, natural fibres, handwoven mats, xv) Educational games, trophies, games, toys.
The participants of the show include handicrafts exporters representing small and micro enterprises from various parts of the country.
- What is the main agenda or goal of the exhibition?
Trade exhibitions are found to be effective medium for marketing of any product commodity. EPCH realizes the importance of trade exhibitions as these exhibitions are attended and visited by buyers from across the world. The display of the wide range of products in such exhibition is the main tool for creating awareness as well as creating sourcing hubs for marketing linkages and exploring export opportunities. On an average EPCH takes parts in around 40 trade shows and Buyer-Seller-Meets held worldwide every year. Besides, creating awareness of Indian handicrafts, participation in these fairs has been a great source for generating export orders on a repete basis from new and traditional markets of India. EPCH has been undertaking vigorous publicity and promotion of handicrafts in overseas market.
- Tell us about the area of the exhibition and number of participants?
Total exhibition area in IHGF-Delhi Fair is 1,90,000 sq. Mtrs and more than 2700 members of the Council shall be displaying their product range of above mentioned categories
- How has been the response so far in the previous exhibition and what are your expectation from the upcoming exhibition?
IHGF has played a vital role in diversifying exports of handicrafts, increasing production base in the country, improving quality, design, products and thereby ultimately leading to growth of exports of handicrafts. Exports of handicrafts which were of the order of Rs. 2520 crores 1994 when IHGF was set up now amounts to Rs. 18,639.14 crores in 2014-15. This is a great indicator of the positive contribution made by 39 editions held so far. With regard to business generated during IHGF when it was started in 1994, it was merely Rs 80 crores and by the time it reached its 39 edition in February 2015, the business generated was Rs. 1600 crores, however, the business peaked during the 38th edition of IHGF Delhi Fair – Autumn and touched Rs. 2500 crores. In addition, the increase in growth rate of exports has resulted in generation of employment in the handicrafts sector and improvement of livelihood of large force of craftspersons engaged in the sector. The IHGF has given benefit mainly to the small and micro exporters who generally do not get opportunity of participation in exhibition abroad.
