Indian Government is mulling to introduce standards and a trademark to strengthen India’s place as the top sourcing destination of handmade carpets and ensure that products comply with quality benchmarks. This has been stated by Mahavir Pratap Sharma, Chairman, Carpet Export Promotion Council (CEPC). The procedure will take two or three years to create parameters on turnover, employment and compliance with effluent treatment norms.
According to him, the Textiles Ministry has started the procedure to create a brand for Indian handmade carpets along the lines of Australia’s Woolmark, which is a guarantee of the highest quality of wool.
“We are working on a brand… a trademark that will ensure that the products comply with the standards set by the organisation,” Mahavir was quoted as saying by a leading business daily.
India accounts for 40 per cent share of world’s handmade rug exports at around Rs. 9,000 crore which is growing 10 per cent annually. Apart from India, Iran, China, and Nepal are the key players in the global carpet trade. Turkey, Afghanistan and Pakistan have also contributed significantly in carpet exports.
Majority of the carpets are exported to Europe and America (95%). In EU, Germany dominates with a 40% share of all carpet imports. Consumers in Russia, China and Brazil and Chile are expanding rapidly.
The idea is also to use existing geographic indications on handmade carpets from Kashmir, Mirzapur, Bhadohi and Banaras (Varanasi) and showcase them across the world using the planned mark of quality. The council also plans to set training standards so that weavers can meet certification norms. Sharma said competition from machine-made carpets is increasing. However, India has less than 1 per cent share of global machine-made rugs. “We want India’s handmade carpets to become synchronous with the brand. We want to put it across that handmade carpets can be as per customers’ choice, unlike machine-made rugs,” he said.