POCHAMPALLYHANDLOOM PARK

PochampallyPochampally Positioning The Positioning The Brand Brand

H K H K CHARICHARI

GI Experience fromGI Experience fromPochampally Handloom Pochampally Handloom

ClusterCluster Contents of the PresentationContents of the Presentation

Introduction to ClusterIntroduction to Cluster ProductsProducts constraintsconstraints Initiative to protect ArtInitiative to protect Art GI as a tool for Mkt. PromotionGI as a tool for Mkt. Promotion Emerging the concept of Emerging the concept of Handloom ParkHandloom Park

Pochampally - Pochampally - Introduction Introduction

Cluster SignificanceCluster Significance

Natural Cluster of its KindNatural Cluster of its Kind Known as Bhoodan PochampallyKnown as Bhoodan Pochampally Tie & dye is the specialtyTie & dye is the specialty Over 2000 traditional pit loomsOver 2000 traditional pit looms Over 5000 Artisans Over 5000 Artisans

ProductsProducts

Known forKnown for

Pochampally Ikat sarees – Silk & Pochampally Ikat sarees – Silk & CottonCotton

Bed sheetsBed sheets Home Furnishing Home Furnishing Dress Materials Dress Materials

Cluster StatusCluster Status

GrowthGrowth

Experienced steady growth over six Experienced steady growth over six decadesdecades

Started declining trendStarted declining trend Limited Market EffortsLimited Market Efforts Near stagnancy in weavers’ skillsNear stagnancy in weavers’ skills

Lead to pile up of huge stocks –reached Lead to pile up of huge stocks –reached a state of stand sill a state of stand sill

Constraints Constraints

Traditional looms (pit) coupled with Traditional looms (pit) coupled with drudgery for weaversdrudgery for weavers

Low productivity and inadequate Low productivity and inadequate earningsearnings

Conventional production range and Conventional production range and weak marketing links weak marketing links

Insufficient work & disguised Insufficient work & disguised unemploymentunemployment

StatusStatus

Socio-economic Socio-economic

Estimated that 50% of the families Estimated that 50% of the families living below poverty lineliving below poverty line

25% of the families with acute poverty25% of the families with acute poverty Fear of serious problems of under Fear of serious problems of under

consumption – might lead to starvation consumption – might lead to starvation death, if the market does not alter in death, if the market does not alter in the near future the near future

CausesCauses

Lack of proper efforts to protect Lack of proper efforts to protect Pochampally Art Pochampally Art

Absence/poor linkage with Inst./Orgns.Absence/poor linkage with Inst./Orgns. Limited exposureLimited exposure No linkage with Exps./boutiquesNo linkage with Exps./boutiques Poor market StrategyPoor market Strategy No efforts for Brand/Label promotionNo efforts for Brand/Label promotion

The Initiative The Initiative to Protect to Protect

Pochampally Pochampally IkatIkat

The Genesis of the IdeaThe Genesis of the Idea

The Weavers Problem – “ The The Weavers Problem – “ The Mills/PLs Copying their Designs”Mills/PLs Copying their Designs”

Textiles Committee under its Textiles Committee under its CDP, initiated to look at how IP CDP, initiated to look at how IP Can be leveraged and whether Can be leveraged and whether this can be one of the problem this can be one of the problem solving Instrumentssolving Instruments..

Objectives of the Objectives of the assignmentassignment

Protecting the name “POCHAMPALLY IKAT”Protecting the name “POCHAMPALLY IKAT” Preventing the unauthorized use of the name Preventing the unauthorized use of the name

“POCHAMPALLY IKAT”“POCHAMPALLY IKAT” Identifying and Providing suitable Intellectual Identifying and Providing suitable Intellectual

Property Rights protection i.e. thorough the Property Rights protection i.e. thorough the Geographical Indication actGeographical Indication act

Promotion of ‘ POCHAMPALLY IKAT ’ as a brandPromotion of ‘ POCHAMPALLY IKAT ’ as a brand Creating IPR awareness amongst the weavers and Creating IPR awareness amongst the weavers and

the tangible benefits of Intellectual Property the tangible benefits of Intellectual Property Rights ProtectionRights Protection

Policy formulation of identifying natures / types of Policy formulation of identifying natures / types of violations and proposed action for IPR violations and proposed action for IPR enforcementenforcement

Modus OperandiModus Operandi

Identifying the Identifying the team for the team for the assignmentassignment

Interactive and Interactive and Awareness Awareness SessionsSessions

Study & Study & DocumentationDocumentation

Identifying the Identifying the applicantsapplicants

Modus OperandiModus Operandi

Identifying the Identifying the UniquenessUniqueness

Financial SupportFinancial Support Technical & Legal Technical & Legal

SupportSupport Draft of the Draft of the

SpecificationsSpecifications Filing & Filing &

ProsecutionProsecution

Uniqueness of Uniqueness of PochampallyPochampally

Pochampally Ikat Consists of fabric :Pochampally Ikat Consists of fabric :

a) made by a process of tying and a) made by a process of tying and dying the yarn prior to weavingdying the yarn prior to weaving

b) Mainly cotton or silk or a b) Mainly cotton or silk or a combination of bothcombination of both

c) Originating from the geographical c) Originating from the geographical region of agenda & Warangal region of agenda & Warangal districts in the state of APdistricts in the state of AP

Uniqueness of Uniqueness of Pochampally IkatPochampally Ikat

Having single, combined or Having single, combined or double Ikat in several double Ikat in several illustrations :illustrations :

The use of diamond or The use of diamond or chowkachowka

Diagonal or square grids in Diagonal or square grids in which geometrical,floral which geometrical,floral figurative motifs are wovenfigurative motifs are woven

Striped or shevaron formsStriped or shevaron forms Other abstract variationsOther abstract variations

The Statement of The Statement of Case – Highlights Case – Highlights

of the of the Manufacturing Manufacturing

ProcessProcess

Pochampally Ikat Art processPochampally Ikat Art process

The process of making Pochampally Ikat involves tying and dyeing the threads in a visualized design after and as per which the fabric will be woven.

Final ProductFinal Product

What followed What followed next ---------next ---------

Filing of the applicationFiling of the application

The application for GI Registration The application for GI Registration was filed on 15 Dec 2003 .was filed on 15 Dec 2003 .

The applicants :The applicants : Pochampally Handloom Weavers’sPochampally Handloom Weavers’s

Co –op Society ltdCo –op Society ltd Pochampally Handloom Tie & Dye Silk Pochampally Handloom Tie & Dye Silk

Sarees Manufacturer’s associationSarees Manufacturer’s association

Visit of the Expert Visit of the Expert Committee Committee

The CommitteeThe Committee

Controller General Controller General – Registrar– Registrar

Joint registrarJoint registrar Asst RegistrarAsst Registrar Textile ExpertsTextile Experts

RecommendationsRecommendations

Fine tuning the Fine tuning the Statement of CaseStatement of Case

Map of Nalgonda Map of Nalgonda & Warangal & Warangal

Logo of Logo of Pochampally IkatPochampally Ikat

Class of Goods Class of Goods under which the under which the Ikat Can be Ikat Can be registeredregistered

Publication in the Publication in the GazetteGazette

The application was published in the The application was published in the Government of India Gazette for Government of India Gazette for public information/ opposition on public information/ opposition on September 1 2004September 1 2004

The opposition period expired on The opposition period expired on December 2004 December 2004

Award of the GI Award of the GI RegistrationRegistration

Pochampally IkatPochampally Ikat

was awarded the was awarded the GI Registration on GI Registration on 31 December 2004 31 December 2004

Milestones AchievedMilestones Achieved

It was the first GI application to be It was the first GI application to be granted in the Textile Sector/Handicraft granted in the Textile Sector/Handicraft industryindustry

It was second GI registered after It was second GI registered after Darjeeling teaDarjeeling tea

The entire process of registration was The entire process of registration was completed in a span of 12 Monthscompleted in a span of 12 Months

GI AS TOOL GI AS TOOL

forforMarket PromotionMarket Promotion

Immediate Benefits Immediate Benefits Perceived – Post GI Perceived – Post GI

RegistrationRegistration Media attention – Pochampally ArtisansMedia attention – Pochampally Artisans Motivation & Morale boost for WeaversMotivation & Morale boost for Weavers Increase in the Market of Pochampally Sarees – 15% – Increase in the Market of Pochampally Sarees – 15% –

20%.20%. Over the Internet Sales by an Individual – Rs. 3.0 LakhsOver the Internet Sales by an Individual – Rs. 3.0 Lakhs Networking among the weavers --- Pochampally Ikat Networking among the weavers --- Pochampally Ikat

Weavers Pvt. Ltd -- Ikat Art Pvt. Ltd -- Handloom ParkWeavers Pvt. Ltd -- Ikat Art Pvt. Ltd -- Handloom Park Proactive Support from Govt. of AP Proactive Support from Govt. of AP GI Committee in StateGI Committee in State More GI initiatives from AP in PipelineMore GI initiatives from AP in Pipeline

What next What next

Enforcement of the Geographical Enforcement of the Geographical Indications for preventing Copying Indications for preventing Copying & Passing Off& Passing Off

Identifying the Infringers & take Identifying the Infringers & take necessary actionnecessary action

Establishing the legal identity in the Establishing the legal identity in the international marketinternational market

Enforcement of GI RightsEnforcement of GI Rights

Formation of State level/ District level Formation of State level/ District level committee committee

Objectives of the Committee :Objectives of the Committee : To Leverage on the registered GI- To Leverage on the registered GI- Pochampally Pochampally

IkatIkat for the benefit of weavers & enable them to use for the benefit of weavers & enable them to use it as a competitive tool for socio-economic prosperityit as a competitive tool for socio-economic prosperity

To facilitate co-ordinate action with the involvement To facilitate co-ordinate action with the involvement of State Enforcement Machinery and combat of State Enforcement Machinery and combat counterfeit Pochampally products in the market and counterfeit Pochampally products in the market and prevent unauthorised use of the word- prevent unauthorised use of the word- Pochampally Pochampally Ikat.Ikat.

Contd. . .Contd. . .Objectives Objectives

To strive for the revitalisation and emancipation of To strive for the revitalisation and emancipation of Pochampally Pochampally

IkatIkat brand image in both domestic and international markets brand image in both domestic and international markets

To create awareness among the stakeholder and end users about To create awareness among the stakeholder and end users about

the tangible benefits of GI and to motivate them to make the best the tangible benefits of GI and to motivate them to make the best

use of it. use of it.

Facilitate a mechanism for upholding th qualitative aspects of Facilitate a mechanism for upholding th qualitative aspects of

Pochampally IkatPochampally Ikat through technical interference. through technical interference.

To create a niche in the country about the To create a niche in the country about the Pochampally IkatPochampally Ikat

among the policy makers, bureaucrats and stakeholders of GIamong the policy makers, bureaucrats and stakeholders of GI

To develop a database of possible infringers of To develop a database of possible infringers of Pochampally Pochampally

Ikat.Ikat.

Contd. . .Contd. . .

Leveraging the benefits of GI &to Leveraging the benefits of GI &to protect Weavers from Infringement protect Weavers from Infringement of GIof GI Create Identity of Create Identity of Pochampally IkatPochampally Ikat in in

National & International MarketNational & International Market Caution notices to the InfringersCaution notices to the Infringers Collecting Information on the InfringersCollecting Information on the Infringers Infringement Suits Infringement Suits Ensuring Minimum Quality Inspection Ensuring Minimum Quality Inspection

StandardsStandards

GI as a brand - effected inGI as a brand - effected inEmerging of Local BrandsEmerging of Local Brands

ChikatChikat

G I as BrandG I as Brand

Ikat ArtIkat Art

G I as BrandG I as BrandConcept of Handloom ParkConcept of Handloom Park

About PHPLAbout PHPL First of its kind with dedicated handloom First of its kind with dedicated handloom

production facility with 2000 plus looms under production facility with 2000 plus looms under one roofone roof

Associated with renowned designersAssociated with renowned designers Production by artisans with sharpened skills by Production by artisans with sharpened skills by

way of committed and continuous practical way of committed and continuous practical trainingtraining

Capacity of 40 lakh mtrs. of cotton and silk Capacity of 40 lakh mtrs. of cotton and silk products per annumproducts per annum

Professional support of IL &FS as Project Professional support of IL &FS as Project Management Consultant Management Consultant

•PHPL Mission•to develop consensus-based vision for the cluster as a whole•to coordinate their actions and pool their resources •create an autonomous private sector led local governance framework

LocationLocation Spread over 24acresSpread over 24acres 60 kms. From Hyderabad on NH 9 60 kms. From Hyderabad on NH 9 Very good road,,rail and air connectivity Very good road,,rail and air connectivity Covering 40 villages – well known cluster Covering 40 villages – well known cluster

of Pochampally Ikat of Pochampally Ikat

Pochampally Mandal

Nalgonda District in Andhra Pradesh

InfrastructureInfrastructure Mechanisation in pre-wvg. Mechanisation in pre-wvg. Modern dyg. Process houseModern dyg. Process house State of art testing labState of art testing lab Exclusive design lab with R&DExclusive design lab with R&D 2000 plus handlooms with 40 lakh mtrs. Per annum2000 plus handlooms with 40 lakh mtrs. Per annum Dedicated training centerDedicated training center Physical and Social infrastructure to facilitate high Physical and Social infrastructure to facilitate high

value/volume productsvalue/volume products

Planned Production Planned Production Capacity:Capacity:

S. No.S. No. ActivityActivity Production CapacityProduction CapacityIn lakh metersIn lakh meters

per annumper annum

11 Cotton weavingCotton weaving 3535

22 Silk weavingSilk weaving 55

TotalTotal 4040

Socio-economic Socio-economic significance significance

- - Pochampally Handloom ParkPochampally Handloom Park Sustainable direct employment to over Sustainable direct employment to over

5000 artisan families5000 artisan families Prevents the migration of rural people to Prevents the migration of rural people to

urban areas for employment and workurban areas for employment and work Sustain & strengthen traditional art & Sustain & strengthen traditional art &

skills skills Modernization In Dyeing & Modernization In Dyeing &

mechanization in Pre-Weaving process mechanization in Pre-Weaving process without imbalance to environmentwithout imbalance to environment

Technology up-gradation on looms to Technology up-gradation on looms to reduce sound pollution, drudgery & to reduce sound pollution, drudgery & to enhance productivity enhance productivity

Capacity building formodernized handloom

production

PPP modeled SPV to own, produce & sell

Self sufficient with State of the Art infrastructure

Park ConceptPark Concept

Technology R&D

Modernized Pre-wvg.

Modernized Dyeing

Modernized

Handlooms.

Training in Modernized Process

Full time –

Sustainable Emp.

Widening the production base & its Quality

Exploring the Market

Exploring Export Market Exploring Export Market BaseBase Encouraging response for Encouraging response for

Pochampally IkatPochampally Ikat products in International products in International Trade Fairs Messay – Trade Fairs Messay – Mumbai -07 & Messay-Mumbai -07 & Messay-Frankfurt - 08Frankfurt - 08

More & more enquiries for More & more enquiries for Pochampally ikatPochampally ikat ProductsProducts

Samples order production is Samples order production is in full swing in full swing

Expanding Domestic Expanding Domestic Market BaseMarket Base

Park Launching innovative Park Launching innovative Pochampally Pochampally IkatIkat product range Through exclusive product range Through exclusive exhibitions exhibitions

schedules for 2008 – 2009schedules for 2008 – 2009

City Festival Period City Festival Period Kolkata Puja October 08Kolkata Puja October 08 Mumbai Diwali Novem. 08Mumbai Diwali Novem. 08 Chennai Pongal Jan 09Chennai Pongal Jan 09 Delhi Holi March 09 Delhi Holi March 09 Bangalore Ugadi April 09Bangalore Ugadi April 09

About About Pochampally IkatPochampally Ikat MediaMedia

Ikat -- To dye forIkat -- To dye for Indian Express – 2Indian Express – 2ndnd June 2008 June 2008

DesignersDesigners used used Pochampally IkatPochampally Ikat technique technique in their collectionsin their collections Richard Bilson, Kristen Beil and Katherine Heigi.Richard Bilson, Kristen Beil and Katherine Heigi. Designers Zara, Oscar De La Renta and Kazo Designers Zara, Oscar De La Renta and Kazo

What they sayWhat they say ““The prints are bold and make a strong statement. Ikat The prints are bold and make a strong statement. Ikat

prints are perfect for summer” - designer Nandita prints are perfect for summer” - designer Nandita Mahtani Mahtani

Ikat played a vital role in the lives of Indian peoples. Ikat played a vital role in the lives of Indian peoples. Get to know ikat, the fabric of the past, present and Get to know ikat, the fabric of the past, present and

future . See it, fell it and wear it . - Ishita Yadav & future . See it, fell it and wear it . - Ishita Yadav & Swati Sharma Swati Sharma

Thanks for ListeningThanks for Listening