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The History Of Carpet
In the beginning woven carpet
The carpet industry in the United States began in 1791 when WilliamSprague started the first woven carpet mill in Philadelphia. Others opened
during the early 1800s in New England. Included in that area was Beattie
0020 Manufacturing Company in Little Falls, New Jersey, a company that
operated until 1979.
In 1839, Erastus Bigelow permanently reshaped the industry with the
invention of the power loom for weaving carpets. Bigelow's loom, which
doubled carpet production the first year after its creation and t ripled it by
1850, is now part of the Smithsonian Institution's collections. He continued
to devote his life to innovation -- 35 separate patents were issued to him
between 1839 and 1876. Bigelow introduced the first broadloom carpet in
1877.
The power loom with Jacquard mechanism was developed in 1849, and
Brussels carpet was first manufactured by the Clinton Company of
Massachusetts. The Brussels loom was slightly modified, making possible
the manufacture of Wilton carpet. Later, the Hartford Carpet Compa ny
joined with Clinton Company to become Bigelow Carpet Company.
In 1878, four Shuttleworth brothers brought 14 looms from England and
established their manufacturing plant in Amsterdam, New York. In 1905,the company introduced a new carpet, Karnak Wilton. Its instant success
was phenomenal. Flooded with orders, a new building had to be
constructed to exclusively handle Karnak production. Weavers worked
four and five years without changing either the color or pattern on their
looms.
Alexander Smith started his carpet manufacturing plant in 1845 in West
Farms, New York. An American, Halcyon Skinner, had perfected the
power loom for making Royal Axminster in 1876. He and Alexander Smith
combined, forming a very successful carpet company. Alexander Smith waselected to Congress in 1878, but died on the evening of Election Day.
Sixteen hundred people were employed at his factory at the time of his
death. Alexander Smith & Sons continued. During World War I, the carpet
looms were converted to make tent duck and navy blankets. In 1929
Alexander Smith & Sons was the largest manufacturer of carpets and rugs
in the world.
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Simulating the "Oriental" rug
Industrialist/retailer Marshall Field had a traditional Axminster weaving
loom modified to create what no one else had ever created -- a machine-
made rug woven through the back, just like a handmade Oriental,
featuring intricate designs and virtually unlimited color variety. Karastansrug mill was established in 1926, and introduced the first Karastan rugs to
the public in 1928.
Alexander Smith, Bigelow, and Karastan are companies continuing today
as divisions of Mohawk Industries, headquartered in Georgia.
There are many manufacturers today producing both simulations of
antique designs and updated "oriental" type rugs by both weaving and
tufting processes.
Indian Carpets - History and Manufacture
The Legend of Indian Carpets
Indian Carpets are renowned the world over for their
exquisite designs, subtle elegance, attractive colours and
workmanship. The magnificence of Indian carpet weaving
and the intricate patterns that have emerged from it have
substantially increased India's carpet exports and placed it
prominently in the international carpet map.
Carpet weaving was brought to India by the great Mughal
Emperor Akbar in the 16th century. Some of the most
exclusive carpets were created during the Mughal reign, each carpet unlike
the other but infused with a common magic of colours and design.
The carpet weaver has gradually grown as an artist, a creator who couldweave poetry in to his designs and every knot he tied, giving a touch of
aesthetic beauty to his creations.
A carpet weaver's skills are his own and the designs he evolves are from his
mind to be translated in to beautiful form with the help of wool and silk.
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Infusing Colour
Colours fascinate. And when they are blended with
material and designs, they acquire a radiance that is
alive. Indian carpets are renowned for their exotic
colours.
At the beginning of the 20th century, nature was the
most important source of perfect dyes and subtle and
attractive colours.
Madder, which grows almost everywhere, was the most important
colourant of vegetable origin. Its root provided the whole range of pinks
and reds and with the green from the grass and brown from the kik er tree.
This gave the weaver a wide choice. Nowadays, all types of natural dyes are
used.
The feel
From the outset, wool has been the basic
material for the knotted woollen carpet.
The wool used for the pile has a variety
of origins, the use related to the role forwhich the carpet is being woven.
However silk is commonly used in handknotted silk carpets in Kashmir
where the weaver also has access to the wool of the highest quality .
DesigningExcellence
Pattern in a carpet is as much an integral part of
the carpet as coloring. The Indian carpet weaverfreed carpets from the limitation of space,
repeated intricate and infinite patterns in an
ordered symmetry and wove abstract symbols
into dense ornamentation.
The figurative was combined with the geometric
and floral with the arabesque. The usual
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procedure adopted by the weaver is to draw his designs and transfer them
to graph paper on which each square represents a single knot.
Then the paper is divided into varying parts depending on whether the
pattern is intended for the centre medallion or for a part os a repeated
pattern. these sheets of paper are then passed on to the knotting workshop.
The other manner followed by the weavers of Kashmir and Amritsar is the
'Talim' which demands time and experience. A coded colour chart
indicates the number of knots to be woven in their respective colours. The
master-weaver reads aloud from it and the weavers follows his directions
carefully. The colours and number of knots to be woven are indicated by
signs.
The master-weaver winds the warp around the loom and begins chanting
the 'Talim' and the knitters chant their reply after carrying out the
instruction.
Weaving the Magic of Creativity
The loom gives shape to the carpet-weaver's creative
expressions.
One of the most commonly used loom in India is the
roller-beam loom. The simplest of these looms has twohorizontal wooden beans between which the wrap
threads are stretched, the one beam i n front of the
weaver, the other is behind the first. As the knotting
proceeds, the carpet is rolled to the back of the loom.
The weaver begins by weaving a selvedge and several shoots of weft are
passed to form a narrow band to secure the knots at the end of the carpet.
The Indian carpet weaver uses the asymmetrical or Persian knot which is
tied with a strand of Yarn around two adjacent warp threads, leaving some
threads free at either side for the lateral selvedges. Each knot is separatedfrom its neighbour by a loop that is cut after the next shoot of weft. this
knot is also called the 'two-handed knot' as it can be executed both from
right to left and from left to right. The process is more widespread as it is
more rapid.
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Washing And Finishing
Washing of a carpet is done to bring sheen and lustre,
therefore, it is as important as colouring, designing and
weaving. this is the final stage of carpet weaving and hence
requires a lot of careful handling.
Before washing, the carpet goes through the stage of burning
the back of the carpet, rubbing with wired brush and berai to
make it even.
Washing is done with water mixed with soap, bleaching
powder and other natural chemicals. After washing, the carpet
is kept in the sunlight for drying and then it is sent for
clipping.
The final appearance of a carpet comes after clipping and chemical
finishing. The art of clipping reflects on the emboss like finish in the final
carpet.
Finishing is a meticulous process which requires skillful craftsmanship and
is done piece by piece in handknotted carpets.
Carpet Types
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Handknotted Woollen Carpets
Handknotted Woollen Carpets from India speak eloquently of the superb
workmanship of the Indian carpet Weavers. Their design and colourschemes have their own independent logic and their own unique magic. The
art of weaving carpets has percolated through generations and the Indian
craftsmen have been creating the greatest of speci men since the medieval
period.
The Indian woollen carpets are inspired by the classical Persian Tradition
of motifs to the most modern design. Superior hand-knotting technique,
variety of designs, colours and a good number of knots per square inch
have made them desired objects to impar t a vivid appearance to a home
besides adding warmth to it.
The prominent areas which produce woollen carpets are Bhadohi,
Mirzapur, Khamaria, Ghosia, Varanasi and Agra in Uttar Pradesh;
Amritsar and Pathankot in Punjab and Jaipur in Rajasthan.
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Tufted Woollen Carpets
The handmade Tufted Woollen Carpets are produced with the help of
tufting guns. A good quality fabric is used for a desired pile density and
number of stitches per square inch. The variety of designs and colours used
in these carpets make them a feast to one's eyes.
Panipat is main carpet producing centre of Tufted Woollen Carpets.
GABBE Woollen Carpets
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Hand-knotted Gabbe Woollen Carpets portray a unique tradition of Tribal
Design.
The continuity of superb artistic tradition of Tribals have made these
carpets a product of a living and thriving art. The raw material
composition of these carpets is generally 75% wool and 25% cotton.
Gabbe Woollen Carpets are mainly produced in Bhadohi-Mirzapur region
in Uttar Pradesh.
Handmade Woollen Dhurries
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Woollen dhurries are one of the least expensive yet very elegant 'H and-
WovenFlat Floor-Coverings'.
Dhurries are just perfect to use anywhere: in a room, in a formal setting, or
casually in a balcony echoing its democratic antecedents. Its variety of
colours are fast selling and have made them one of the popular floor
coverings in the world.
Woollen dhurries are mainly produced in Bhadhohi, Mirzapur, Agra,
Jaipur, Panipat and Bangalore.
Pure Silk Carpets
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Staple/Synthetic carpets are synthetic handknotted carpets with a feel of
silk. These finely knotted carpets (256 knots per square inch) imbibe all the
aesthetic characteristics of classical and contemporary designs and colours.
The main carpet producing centre of Staple/Synthetic carpets are Srinagar
(Jammu & Kashmir), Agra and Gwalior.
Chainstitch Rugs
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Decorative handmade embroided floor coverings or Chainstitch Rugs are
made of 65% Wool or Silk yarn 35% cotton yarn. Intricate needlework by
creating a variety of traditional and modern designs and colours in these
rugs reflects a fine craftsmanship of the worker.
Chainstitch Rugs are mainly produced in Kashmir
Foreign Policy
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HIGH LIGHTS OF FOREIGN TRADE POLICY 2009-14
Shri Anand Sharma, Honble Minister of Commerce & Industry
announced Foreign Trade Policy 2009 -2014. Some of the highlights of thenew policy announced on 27th August,2009 are given below for
information of the Members :
1. The incentive available under Focus Market Scheme (FMS) ha s been
raised from 2.5% to 3%.
2. The incentive available under Focus Product Scheme (FPS) has been
raised from 1.25% to 2%.
3. A common simplified application form has been introduced for taking
benefits under FPS, FMS, MLFPS and VKGUY.
4. To simplify claims under FPS, requirement of Handloom Mark for
availing benefits under FPS has been removed.
5. Higher allocation for Market Development Assistance (MDA) and
Market Access Initiative (MAI) schemes is being provided.
6. Jaipur, Srinagar and Anantnag have been recognised a s Towns of
Export Excellence for handicrafts;.
7. To accelerate exports and encourage technological upgradation,
additional Duty Credit Scrips shall be given to Status Holders @ 1% of the
FOB value of past exports. The duty credit scrips can be used for
procurement of capital goods with Actual User condition. This facility shall
be available upto 31.3.2011.
8. Transferability for the Duty Credit scrips being issued to Status Holders
under paragraph 3.8.6 of FTP under VKGUY Scheme has been permitted.
This is subject to the condition that transfer would be only to StatusHolders and Scrips would be utilized for the procurement of Cold Chain
equipment(s) only.
9. To impart stability to the Policy regime, Duty Entitlement Passbook
(DEPB) Scheme is extended beyond 31-122009 till 31.12.2010.
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10. Interest subvention of 2% for pre-shipment credit for 7 specified
sectors has been extended till 31.3.2010 in the Budget 2009 -10.
11. The adjustment assistance scheme initiated in December, 2008 to
provide enhanced ECGC cover at 95%, to the adversely affected sectors, is
continued till March, 2010.
12. In cases, where RBI specifically writes off the export proceeds
realization, the incentives under the FTP shall now not be recovered from
the exporters subject to certain conditions.
Total Exports from 1961-62 up to 2008-09
EXPORTS OF CARPETS, RUGS, DRUGGETS INCLUDING NA MDHAS
YEAR
VALUE OF EXPORTS
Rupees Crores (US$ Million)
1961-62 4.42 (9.30)
1962-63 4.49 (9.45)
1963-64 5.43 (11.42)
1964-65 5.66 (11.91)
1965-66 4.62 (6.79)
1966-67 7.79 (11.08)
1967-68 9.76 (13.88)
1968-69 11.15 (16.39)
1969-70 11.69 (17.00)
1970-71 10.94 (16.33)
1971-72 13.69 (17.96)1972-73 21.44 (27.44)
1973-74 26.42 (34.39)
1974-75 36.11 (42.56)
1975-76 41.43 (50.46)
1976-77 66.41 (79.38)
1977-78 81.96 (99.52)
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1978-79 99.37 (125.47)
1979-80 135.38 (173.72)
1980-81 159.24 (209.40)
1981-82 177.08 (206.20)
1982-83 172.37 (191.86)1983-84 194.76 (188.35)
1984-85 245.42 (206.43)
1985-86 219.95 (179.77)
1986-87 283.60 (221.94)
1987-88 375.04 (289.25)
1988-89 451.28 (311.66)
1989-90 420.08 (252.30)
1990-91 565.34 (282.61)
1991-92 847.61 (304.41)
1992-93 1047.93 (381.99)
1993-94 992.00 (316.13)
1994-95 1102.94 (351.02)
1995-96 1364.92 (408.07)
1996-97 1584.79 (446.41)
1997-98 1661.58 (447.07)
1998-99 2013.94 (478.68)
1999-2000 2136.03 (492.93)
2000-01 2315.15 (512.03)
2001-02 2436.13 (514.07)
2002-03 2590.26 (532.96)
2003-04 2779.79 (614.44)
2004-05 2583.62 (591.62)
2005-06 3082.06 (696.53)
2006-07 3674.86 (807.94)
2007-08 3524.73 (875.71)
2008-09 2708.73 (600.06)
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Country-wise Exports
Country-wise export data from 2003-04 to 2008-09 (Prov)
S.
No.Country 2005-06 2006-07 2007-08 2008-09(Prov.)
Rupees
Crores
U.S. $
Million
Rupees
Crores
U.S. $
Million
Rupees
Crores
U.S. $
Million
Rupees
Crores
U.S. $
Million
1 Argentina 5.99 1.35 6.98 1.53 7.20 1.79 10.52 2.33
2 Australia 35.55 8.03 51.08 11.23 62.56 15.54 68.81 15.20
3 Austria 23.47 5.30 27.92 6.13 19.11 4.75 23.7 5.25
4 Belgium 27.50 6.21 33.80 7.43 58.02 14.41 11.56 2.56
5 Brazil 15.80 3.57 17.25 3.79 17.7 4.41 4.69 1.04
6 Canada 41.93 9.47 49.97 10.98 59.33 14.74 40.27 8.92
7 Denmark 21.90 4.95 26.09 5.73 28.36 7.05 18.82 4.17
8 Finland 15.96 3.61 18.74 4.12 16.27 4.04 14.67 3.25
9 France 47.93 10.83 56.96 12.52 56.78 14.11 48.84 10.82
10 German 585.35 132.2 698.22 153.5 646.71 160.6 613.24 135.8
11 Italy 38.25 8.64 45.56 10.01 105.94 26.32 25.5 5.65
12 Japan 54.79 12.38 65.04 14.30 59.83 14.86 48.75 10.80
13 Netherla 30.75 6.95 36.38 7.99 44.02 10.94 19.09 4.23
14 Norway 7.53 1.70 8.81 1.93 8.94 2.22 6.41 1.42
15 Sweden 24.37 5.51 29.03 6.38 46.41 11.53 18.28 4.05
16 Switzerla 15.14 3.42 18.00 3.95 9.13 2.27 26.86 5.95
17 Spain 32.87 7.43 38.95 8.56 82.07 20.39 24.38 5.40
18 U.S.A. 1533.5 346.5 1833.0 403.0 1668.8 414.6 1359.2 301.1
19 U.K. 158.98 35.92 189.25 41.61 183.07 45.48 112.18 24.85
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20 Others 364.50 82.36 423.81 93.19 344.42 85.57 212.87 47.20
Total 3082. 696.4 3674.8 807.9 3524.7 875.7 2708.7 600.0
Comparison 2007-8 & 2008-09
Statement of estimated Exports for the month of April - March 2008-09 in comparison
with the April- March, 2007-08
Products
Value of Exports
April- March
Value in Rupees Crores
April- March
Value in U.S. Dollar Million
2007-
08
2008-
09
Percentage
increase (+) /
decrease (-)
2007-08
@40.2513
2008-09
@45.1410
Percentage
increase (+) /
decrease (-)
Handmade Woollen Carpets,
Rugs,
Druggets, Durries etc.
including Cotton Carpets
excluding Handmade
Woollen Tufted Carpets
2076.57 1451.28 (-) 30.11% 515.90 321.50 (-) 37.68%
Handmade woollen tufted
carpets 1156.70 983.22 (-) 15.00% 287.40 217.81 (-) 24.21%
Handmade Silk Carpets 221.87 210.58 (-) 5.09% 55.12 46.65 (-) 15.37%
Handmade Staple/ Synthetic
Carpets69.59 63.65 (-) 8.54% 17.29 14.10 (-) 18.45%
Total 3524.73 2708.73 (-) 23.15% 875.71 600.06 (-) 31.48
Indian Carpet Industry and its SWOT Analysis
Carpet Industry is one among the industries prevailing in India since
centuries. Indian Carpet Industry has always been a crucial part of Indian
export industry. Moguls brought and introduced carpet weaving in India
which survived and flourished greatly.
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Over the period, ancient weavers has transformed into modern artist who
imbibe the magical colours to the Indian carpets. These artists bring
aesthetic touch to the carpets by doing magic with colours and provide
carpets an unusual beauty and elegance. The study revealed that the total
carpet exported last year was worth Rs 2600 crores whereas the size of thedomestic market was condensed to about Rs 200 crores.
Carpet holds a grace and recognition from over centuries. Earlier, only a
few centers in India were involved in carpet weaving but slowly, various
clusters have risen in northern part of India for the same purpose. Each
center has its own competitive advantage. These centers employ nearly
millions of people all across the country. Mojor belts of car pets include
Bhadohi, Mirzapur and Agra belt in Uttar Pradesh, Jaipur, Bikaner in
Rajasthan, Panipat belt in Haryana and Kashmir belt.
Carpets are broadly classified into two categories, traditional and modern.
Otherwise, Indian manufacturers make carpets in various types, these are;
Chainstich Rugs
Tufted Woolen Carpets
Hand-knotted Woolen Carpets
GABBE Woolen Carpets
Pure Silk Carpets
Handmade Woolen Dhurries
Staple or Synthetic Carpets
Each type has its own individuality in terms of design, look and the wool
used in its manufacturing. The variety in carpets caters to various needs of
customers.
The distinct variety added to the carpets is inclusion of silk and cotton
which are innovatively mixing with the wool to give an attractive look to
the carpets. Silk carpets are considered high quality pieces and are
comparatively high in price. Indian carpets are fundamentally following
the old popular patterns such as floral, rhomboids, animal patterns and
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arabesques in its designs. These traditional Oriental styles are preferred
even today. However, Indian carpet industry seems to be highly influenced
by western patterns and designs which are giving a competitive edge to
Indian traditional carpets, such as Chinese patterns and Persian designs.
SWOT Analysis of Carpet Industry
Indian Carpet Industry is a unique industry which is highly unorganized
but lacks proper channels. Somehow, it has managed to perform
impressively in the past years. The industry has made significant
contribution in Indian exports till 1990s. What was there behind the
industry that drives the export? SWOT analysis brings forth the value
drivers and tentative blocks this industry has experienced and experiencingeven today;
Strengths-
Over the years, carpet industry has flourished in India due to availability
of artistic skills, cheap labour and low cost raw material, innovations in
selling carpets and flexibility in manufacturing all kinds of carpets.
Weaknesses-
The industrys greatest weakness is its highly being unorganized. The
carpet exporters and manufacturers lack marketing channels. Indian
suppliers suffer due to poor infrastructure and internal competition, and
lack professional approach and Intellectual Property Rights.
Opportunities-
Home furnishing market is moving towards Carpet industry, which results
in evolution of new carpet designs. It is used as a marketing tool, and gives
opportunity to provide stocking and warehousing services to various
players in the market.
Threats-
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Industry is suffering a lot due to unhealthy competition exiting within it. If
not handled properly, current rebound in the industry may not be
sustainable. Social evil such as Child labor has strong bonding with the
industry. Hence, the industry invites risk of possible backlash on itself.
Carpet Industry in India has experienced a major change in recent years.
The industry is moving towards the emergence of new market and old
existing market is saturated and lost its identity. Low-end carpets
manufactured in modern designs like hand-tufted carpets are highly
preferred by new customer base. Chinese industry is emerging as the
biggest threat to Indian carpet industry, in terms of pricing and volumes.
However, innovative products range with lower volume could be a success
mantra for Indian Carpet Industry. Inefficient coordination and illmanagement are what exist predominantly in the industry. Apart from it,
industry needs to consolidate on the activities such as quality standards,
cost reduction, better development of products and their on-time delivery
to drive its growth.
Role of Government of India
According to Indian Carpet Export Promotion Council (CEPC), the shareof exports of Indian carpets and floor coverings with the rest of the world
including LAC accounts for only 7.39%, which clearly shows that these
markets remained unexplored.
Since the Government of India is paying special emphasis for the
promotion of exports to LAC and carpets & floor coverings from Indiahave huge potential for expansion the following suggestions are being
made:
To lower down the tariff structure be taken up in bilateral trade
agreement;
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Company Profile
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We have made immense contribution in India in the Indian carpets
industry with our exceptional knowledge of prerequisites of making carpet.
We have achieved considerable success as handloom carpets and shaggy
carpets manufacturer & exporter in India. We have approximately 100
employees in our manufacturing unit and also 1,000 independent artisansare engaged in the weaving and processing of our carpets in India.
We have achieved a tremendous landmark in making expert quality
carpets after our establishment in 1979. Our CEO Mr. Ashok Tiwari &
Arun Tiwari has commanded us to enjoy the fruit of success from their
well defined strategies.
Our some of the best features are-
1.To deliver our products without any delay
2.To ensure that our products are flawless with the use of suitable
equipments
3.We get numerous demands from various high profile organizations
CEO of the Company : Mr. Ashok Tiwari / Arun Tiwari
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Year of Establishment : 1979
Primary Business Type : Manufacturer & Expoter of Carpets
Market Covered : U.S.A, Canada & Europeian Countries
Annual Sales (in USD / Rs.) : 5 Crore
Products We Offer : Hand Knotted Carpets, Hand Tufted
Carpets, Indo-Nepali Carpets, Durries, Handloom Carpets, Jute Rugs,
Shaggy Carpets & Art Silk Carpets etc.
Products
Our handmade durries are very famous in the market due to their
exclusive design and attractiveness. We are famous for using only authentic
quality of silk for making art silk carpets. Also we have done exceptionally
well as jute rugs manufacturer and supplier in India. Apart from artisans
we have excellent equipments to help in the manufacturing of world class
carpets.
Our carpets find uses in many industries such as furniture industries,
hotels etc. The durability of our carpets makes them highly acceptable to
the customers. Also we make carpets with different designs that help them
to look fabulous and attract the eyes on first sight. Our products are highly
demanded in U.S.A., Canada & European Countries.
Hand Knotted Carpets
Our hand knotted carpets are highly demanded in the market due to their
extraordinary features. We have very special artisans helping us to deliver
our customers the best quality of carpets in low price.
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Hand Knotted Wool Carpets
Hand Knotted Silk Carpets
Hand Tufted Carpets
We are a distinguished tufted modern carpets manufacturer. Our hand
tufted carpets are very popular in the market due to their fabulous design
and attractive look. We use high class raw material to manufacture tufted
carpets thus they are very much durable. We manufacture expert quality
of hand tufted Persian carpets that are widely used by many distinguished
personalities. With the help of our highly skilled employees and artisans we
are able to be named among known tufted carpets suppliers in India.
Modern Carpets
HTC-01
HTC-03
Persian Carpets
HTC-02
Durries
We manufacture very high class of durries that are very much used in the
households for flooring. Our cotton durries are made with the use of cent
per cent cotton as a result they are very soft and give your feet a pleasant
touch. Also we use expert quality of wool to manufacture woolen durries
that has made us leading woolen durries manufacturer. We provide our
durries at very reasonable prices to our customers as a result we are very
highly trusted supplier in India.
Chenille Durries
Woolen Durries
DS-2
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Cotton Durries
DS-
Indo-Nepali Carpets
We make very fine quality of Indo Nepali carpets that are very highly in
demand in domestic as well as overseas market due to their exclusiveness.
We have specialist artisans to make Indo Nepal.
Handloom Carpets
We have earned a high repute as rare quality Indian handloom carpetsmanufacturer. Our handloom carpets are very much attractive as they are
made with the use of real raw materials. Also our handloom woolen carpets
are very much inexpensive and highly demanded in the market hence we
are famous exporters of them in India. We have expert weavers for
manufacturing high quality handloom carpets as a result we get very high
demands for them. We supply them on proper time as a result we are a
highly recommended destination for handloom carpets.
Shaggy Carpets
Our name is highly appreciated as shaggy carpets manufacturer in India as
we make high quality of carpets with the help of artisans with exceptional
skills. Our shaggy leather carpets have blended touch of modernity as a
result we get high demands for them from different parts of the world. Also
our shaggy leather carpets are very much comfortable as they are made by
fine materials and are designed by talented designers. We provide our
customers the shaggy carpets at very low prices. We are credited to becounted as leading handloom shaggy carpets manufacturer and sup plier in
India.
Jute Rugs
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We are a highly appreciated manufacturer and supplier of jute rugs in
India. Our jute area rugs remind the customers of the very high level of
artistry as they are manufactured by the artisans who make attractive rugs
from modern methods. Also we are a highly trusted natural jute rugs
manufacturer as we use fine jute for their manufacture. We give jute rugsto the customers at very comfortable prices thus we are a reputed jute rugs
exporter from India.
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Climate
The Cape Peninsula has a Mediterranean-type climate with well-defined
seasons.
In the winter months, May through August, cold fronts sweep across theAtlantic and bombard the Peninsula with rain and the north-west gales - an
apt reminder of why the early explorers referred to it as the Cape of
Storms.
The winters are cool with an average minimum temperature of about 7 C.
Most of the rainfall occurs in winter, but due to the topography the rainfall
varies quite dramatically.
In the valleys and coastal plains it averages 500mm per year, while in the
mountainous areas it can average as much as 1500mm a year. Winter is
nonetheless a particularly beautiful time at the Cape as the vegetation
regains its verdure and water pours from the mountain chains waterfalls,
rivulets and ravines. Summer, on the other hand, is warm and dry. During
these months - November through February - the Peninsula is exposed to
the strong (sometimes gale force), relentless South-East wind known locally
as the Cape Doctor because it blows away pollution and cleans the air. The
south-eastern is caused by the South Atlantic high pressure cell which sits
off the southern tip of Africa over this period, resulting in the many clear,
sun-filled days which visitors find so appealing. Summer temperatures are
relatively comfortable with the average maximum around 26 C.
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City of Cape Town
Demographics Year
Total area 2,461 km
2010
Population (total) 3,4 million 2010
Number ofhouseholds 904,000 (estimated) 2010
Total length of coastline 294km 2010
Economy
GGP R 130 Billion 2010
% unemployed 16.9 2010
Education
Literacy - % of people aged 20+ with grade 5 education or
less8.4% 2010
Highest level of education for people aged 20+ Below Matric: 58.3%
Matric: 23.6%Post Matric: 16.8% 2010
Number oflibraries 108 2010
Health
The prevalence of HIV as per Antenatal Survey 18.2% 2010
The incidence of TB in Cape Town per year (cases and
deaths)
Cases: 26,754
Deaths: 2,1222010
Living conditions
Number ofinformal dwellings serviced by the City 108,899 2010
% of households living below the poverty line (
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Disposable income - total
R Billion,2008 figures.
Grand Total:135.5 billion.
Disposable income per capita
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Disposable income per household
Expenses per capita
Total Income Tax paid
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12th ATF Trade Exhibition in Cape Town (South Africa)
Carpet Export Promotion Council is organizing participation in the 12th
ATF Exhibition in Cape Town (South Africa) from 24-26 November, 2010.
South Africa is a potential market for Carpets & Floor coverings and
having great scope for further expansion.
This is the largest exhibition for Apparel, Textiles including C arpets &
Floor coverings to be held in South Africa. It has been reported that large
number of Textile & Carpets buyers from neighboring countries will be
visiting this exhibition for importation of Textile Items & Carpets.
The basic objective for organizing participation in this exhibition is to
provide a unique opportunity to the small scale cottage based
manufacturer-exporters to display their wide range of products & to
explore the possibility of enhancing their export prospect in this potential
market. Details of the exhibition alongwith participation charges is givenbelow:
Sl.
No Activity Participation charges & other details
1.
12th Intl. Apparel, Txtile &
Footwear Exhibition of South
Africa 24-26 November, 2010.
Venue : Cape Town
International Convention
Centre, South Africa
Rs.1,10,000/- for approx. 12 Sq.m.
stand (including 10.3%Service Tax)
MDA Grant within the ceiling of
Rs.1,50,000/- shall be reimbursed to
the participants after receipt of Grant
from the Govt. and fulfillment of
MDA Conditions.
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World Flooring and Carpets Market
Global market value to reach $150 billion in 2012
World demand for flooring and carpets is projected to climb 2.5 percent
annually through 2012 to 14.6 billion square meters, valued at more than
$150 billion. Product demand will be stimulated by growth in
nonresidential building construction and ongoing industrialization efforts
in less developed parts of the world. China will record the largest gains of
any country and will expand its lead as the biggest floor covering market in
the world. Sales growth is also expected to be strong in India, as well as in
lower volume markets such as Indonesia, Turkey, Iran, the Czech Republic
and Saudi Arabia.
Flooring and carpet demand in developed parts of the world will rise as
well, although the pace of increase will be less robust than in developing
countries. Product sales in Western Europe will be nearly flat through
2012, while floor covering demand in Japan will increase marginally
following an extended period of decline. Market gains in th ese areas will be
restrained by unspectacular economic growth and the general maturity of
the markets. In the US, flooring and carpet sales will be spurred byincreases in nonresidential construction and motor vehicle production.
Nonresilient flooring to be fastest growing segment
Nonresilient flooring (e.g., ceramic, wood, laminate) is by far the most
popular type of floor covering worldwide, and demand will outpace that for
both resilient flooring (which includes vinyl, linoleum and rubber products)
and carpet and rugs through 2012. Nonresilient flooring demand will be
driven by the products durability and ease of maintenance, and supported
by growing consumer preference for high -end and natural hard surface
flooring products as income levels climb. Suppliers of carpets and rugs, the
second most widely used type of floor covering, will benefit from growth in
building construction expenditures in Western Europe, rising construction
activity in other parts of the world and, to a lesser extent, growth in global
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motor vehicle production. Demand for resilient flooring, which accounts
for the remainder of floor covering sales, will be stimulated by its
comparatively low cost, as well as by favorable performance characteristics
such as high underfoot comfort, noise absorption, durability and wear
resistance.
Nonresidential building market to lead gains
Residential building applications will continue to dominate overall flooring
and carpet demand through 2012, although gains will be limited by a
deceleration in residential building construction spending in a number of
parts of the world. Demand for flooring and carpets used in nonresidential
buildings, the second largest market segment, will outpace total floor
covering sales, fueled by continued growth in nonresidential building
construction expenditures in Western Europe, Latin America and the
Africa/ Mideast region, and supported by renewed strength in the US
market and a modest recovery in Japan following a period of extreme
sluggishness. Consumption of flooring and carpets used in transportation
equipment and all other applications will be spurred by growth in global
motor vehicle production, with increased spending for nonbuilding
structures and industrial equipment also contributing to future market
gains.
Study coverage
This new industry study, World Flooring and Carpets, presents historical
demand data (1997, 2002, and 2007) plus forecasts for 2012 and 2017 by
product, market, world region and in 31 major countries. The study also
assesses market environment factors, details company market shares and
profiles leading competitors.
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SWOT ANALYSIS OF CAPE TOWN CARPET INDUSTRY
Strength, Weakness, Opportunity, Threat
It will be rather simplistic to select features/developments and describe
these as strengths, weaknesses, opportunities and threats (SWOT). Thereality is too nuanced to allow such labored descriptions. The localization
of weaver-force; dyers; designers, card-cutters, loom fabricators and
traders- the pool of competencies and resources- is a major strength but
this is no longer handloom-dedicated and in that sense, is getting
dissipated.
When market conditions deteriorate, the stakeholders-particularly weavers
exit; correct the supply side and thus prevent terms of trade from
worsening below a minimum mark.
The legal framework also can provide a bulwark against the terms forweavers deteriorating below a minimum mark. At Cape Town, absence of
occupational alternatives and legal framework contribute to free fall. This
weakness is responsible not merely for worsening of weaver wage levels but
also for lack of initiative to shore up the competitive strength of the sector.
There are market and product development opportunities for the cluster.
There is scope for growth in overseas market. On the other hand, there is
multiple threats- Carpet weaving becoming completely unrewarding
occupation. On the whole, the cluster is facing an uphill task of recovering
lost ground.
STRENGTH
Traditional Value
Availability of skilled weavers
All the back word linkages are available
Being a famous tourist place good Connectivity with major cities
Existence of strong Traders
WEAKNESS
Dependency on one product
Highly unorganized cluster
Over work force
Products are relatively costly because of use of costly yarn
Need of Dry Cleaning
Inferior quality of dying
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Low credit from financial institutions
Infrastructure is bad
Brand Equity of product is declining
Decline in wages of weavers
No regular work for weavers
Common Facility Center No Training institute
80 % import (OGL)
OPPORTUNITY
Product diversification
Exploration of new market
Export
Reduction in custom duties on Yarn
Product/Design patenting Tax free
THREAT
Competition from other clusters
Decline in demand of Carpet
Increase in demand of value added products
Increase in demand of low cost power loom products
SWOT ANALYSIS OF MARKET
STRENGTH
Market
Diversified customer base.
Large Domestic Market
Strong presence in Domestic Market with diversified customer base.
Adequate Marketing Network.
Steady increase in market demand provided impetus to the demand. Diversified customer base.
Input Availability
Ample availability of raw material and consumables
Easy availability of Packaging Materials Technology
Availability of Customised Manufacturing Facilities.
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Availability of low cost manufacturing facilities
Demonstration effect (cluster rapidly adopt the technological changes)
Combine conventional and automatic manufacturing method to provide a
cost effective product to the cluster.
HRD
Industrial harmonious relation in the entire cluster.
Most of the jobs are learnt by workers while doing it.
Manpower is easily available but revaises to be trained by units.
Young and Educated next generation.
Business Environment
Long Standing Relationship with Customers, ensures stable businessenvironment.
WEAKNESS
Market
Micro & SSI firms are not able to get the advantage of Government
Scheme for Price Preference over large scale units while participating in
Tender.
Lack of bench marking and brand building practices / concept. Lack of clear understanding about market prospects in export market.
Limited clientele of export.
Gradual increase in import
Poor presence of Middleman / Traders in Marketing Channel
Limited product range of cluster products
No joint marketing efforts
Input Availability
Lack of infrastructure to meet the international quality requirements. High cost of raw materials marginalized the profit margins.
No focus on supply chain management.
Lack of enough space in majority of units.
Lack of inventory planning, high inventory level.
Inadequate access to credit.
High cost of transportation & improper logistics management resulting
high freight cost
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Technology
Conventional and Moderate level of Technology creates partial
Technological obsolescence.
Insufficient access to technologyInnovation Capability
Lack of R&D for upgrading production process
Lack of New Product Innovation Services
Lack of New Design Inputs
Hardly any change in Quality control, Manufacturing Process etc. in last
8 10 years.
Skill
Lack of developed knowledge base Lack of Organizational Skills
Lack of diverse Work Force outside the family leads to lack of fresh
thinking.
No formal Skill Up gradation Training Facility
No Manpower Planning.
Business Environment
Increased market competition
Changing Business Environment
OPPORTUNITY
Market
Raw material, Man Power and Consumables are available in ample
quantity.
Provision of price preference to SSI units.
Boom in IT & Telecommunication Sector, Construction & Manufacturing
sector will certainly provide the tremendous market for the competitivefirm.
Input Availability
Reduction in Custom Duty on raw material provides easy availability of
raw material at competitive prices.
Competition is going to make available the latest Plant & Machinery, etc
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Technology
Success of Liberalised Policy has encourage d no. of manufacturing units
to produce / expand the acceptable quality product range.
Cluster units can upgrade the technology by availing the crediting underCLCSS.
Large scope for adopting advanced technology.
Prospects for establishing for Testing Centre & R&D Lab.
Interventions under MSECDP will provide the advent of Latest
Technology.
Innovation Capability
Participation in National and International Trade Fairs and Exposure
Visitto technology based manufacturing hubs may make the entrepreneurs
and their technical persons more innovative and creative.
Business Environment
Changing Business Environment can provide ample opportunity for
competitive and enterprising firms.
Units can grow if large companies are formed by join t ventures.
15.3.6 Skill
Participation in Awareness Programmes / Trainings can improve theSkill base and knowledge of workers and staff.
THREAT
Market
Delayed Payment Practices and major Government / Quasi Govt., PSU,
Cluster Buyers.
Inter and Intra Cut throat competition among SSI & Micro firms.
Low Volume of operations by cluster firms leads to higher costproduction.
Import is going to increase in coming years.
15.4.2 Input Availability
Shortage of Working Capital.
Low Capital base and small size of operations render the firm vulnerable
to external shocks.
Increase in Raw Material prices.
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Technology
Insufficient access of Technology and Credit.
Technology can impose major threat unless it is changed/modernized.
Slow pace of Technology Development. Techno logy in IT, Telecommunication, etc. undergoing changes at rapid
pace.
Innovation Capability
No facility available for Product Design & Development.
Absence of innovative approach in business operations.
H.R. Practices
Lack of diverse Work Force.
No second ties management and lack of system and control lead to
increased dependence on the promoter.
Lack of skill base to adopt latest technological know-how.
15.4.6 Business Environment
Volatile input costs fluctuation in prices of Glass Rods principal raw
materials, constrains the cluster firms pricing flexibility.
Traditional enterprise management system of cluster firms is not able to
cope up with the changing business environment.
Cluster Vision
By the year 2010 Carpet cluster in and around Cape Town will have
evolved into a dynamic cluster and develop its domestic as well as export
market by quality improvement, cost reduction, diversification, innovation,
improved customer satisfaction by branding and niche marketing.
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K.C Flooring and carpets was established in 1969 by Mrs. H. Winter. What
started as a small family business soon became one of the bigger Flooring
retailers in the Western Cape. In 2003 K.C Flooring & Carpets joined the
Top Carpets group which is the biggest flooring group in the country with
more than a hundred members nationwide. K.C Flooring & Carpets is one
of the biggest members in the group and also have one of the owners on the
board of Directors of the Top Carpets Group.
We supply and fit all floor coverings, incl. laminates, wooden flooring, vinyl
flooring and sanding and sealing of wooden floors. We have accounts with
all major factories in the flooring trade and our workmanship carries a five
year guarantee.
K.C Flooring & Carpets is also a big player in the commercial market with
long standing relationships with Garden Cities, Cipla Medpro, Naspers,
Eskom and parliament to name a few.
Although our prices are very competitive we pride ourselves in our service
and workmanship and customer satisfaction is ultimately our goal at the
end of the day.
We offer free quotations and our specialist flooring representatives will
help every customer choose the correct floor to suit her or his needs.
We are also a member of TOP CARPETS GROUP.
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KC Flooring and Carpets are the carpet flooring specialists in Cape Town
who have the widest selection of carpets to offer, from the big brand names
such as the following:
Nouwens
Protex Belgotex carpets
Nexu
Marley
Along with these great carpet flooring products, KC Flooring and Carpets
has the following services to offer which you may be searching for:
All workmanship fully guaranteed for 5 years
Only first grade materials used
Supply and fitment of all carpet flooring
Personalized service
Carpets, vinyl and coir
Laminated wooden flooring
Blinds and central vacuum system
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Marketing Strategy
Products
The products exported by Ashok Carpets India
1.Hand Knotted Carpets
Our hand knotted carpets are highly demanded in the market due to their
extraordinary features. We have very special artisans helping us to deliver
our customers the best quality of carpets in low price. Our hand knotted
woolen carpets are very much competent to give your feet warming touch
in the winters. Also we use very high quality of silk to manufacture our silk
carpets thus we are leading hand knotted silk carpets manufacturer and
exporters in India.
Ranges:-
Hand knotted wool carpets
We are the renowned manufacturer and exporter of hand knotted wool
carpets made using superior quality wool. These wool carpets are designed
by our team of artisans in the most appealing design style, suiting to the
taste of the customers by keeping the latest trend in mind.
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Hand knotted silk carpets
We are the prime manufacturer and exporter of hand knotted silk carpets,
which are made using pure silk. We provide high quality silk that gives the
elite look to the carpet and give an attractive appeal .
2.Hand Tufted Carpets
We are a distinguished tufted modern carpets manufacturer. Our hand
tufted carpets are very popular in the market due to their fabulous design
and attractive look. We use high class raw material to manufacture tufted
carpets thus they are very much durable. We manufacture expert qualityof hand tufted Persian carpets that are widely used by many distinguished
personalities. With the help of our highly skilled employees and artisans we
are able to be named among known tufted carpets suppliers in Ind ia.
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3.Handloom CarpetsWe have earned a high repute as rare quality Indian handloom carpets
manufacturer. Our handloom carpets are very much attractive as they are
made with the use of real raw materials. Also our handloom woole n carpets
are very much inexpensive and highly demanded in the market hence we
are famous exporters of them in India. We have expert weavers for
manufacturing high quality handloom carpets as a result we get very high
demands for them. We supply them on proper time as a result we are a
highly recommended destination for handloom carpets.
4.Shaggy CarpetsOur name is highly appreciated as shaggy carpets manufacturer in India as
we make high quality of carpets with the help of artisans with exceptional
skills. Our shaggy leather carpets have blended touch of modernity as a
result we get high demands for them from different parts of the world. Also
our shaggy leather carpets are very much comfortable as they are made by
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fine materials and are designed by talented designers. We provide our
customers the shaggy carpets at very low prices. We are credited to be
counted as leading handloom shaggy carpets manufacturer and supplier in
India.
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