EPCH TO PARTICIPATE IN THE 9-DAY-LONG “AF-L’ARTIGIANO IN FIERA” BEGINNING TOMORROW IN MILAN, ITALY

The Export Promotion Council for Handicrafts (EPCH) – the nodal agency for the promotion and development of handicrafts exports from the Country – is setting up EPCH Pavilion in Milan, Italy in “AF-L’ARTIGIANO IN FIERA” from November 30 to December 8, 2013.

The India Pavilion will be opened in the presence of Mr. Manish Prabhat, Consul General of India in Milan, Italy on the 30th November 2013 at the AFL Artigiano Fair, at Fieramilano (Rho-Pero).

AF- L’Artigiano in Fiera, is one of the largest trade show dedicated to quality craftsmanship. The event, organized by Ge.Fi. will gather more than 2,900 exhibitors from 113 countries with products.

The most important aspect will be exhibition of Indian hand crafted products displaying product range of textiles, furnishing, fabrics, costume jewelery and accessories, Kashmiri products and handicrafts, Christmas decorations, incense, home decoration and giftware, furniture and fixtures etc.

Eighteen Indian companies including the Central Cottage Industries Corporation of India Ltd. (CCIC), TRIFED, Himachal Pradesh State Handicrafts & Handloom Corporation Ltd. shall be displaying their product range which will be colourful, ethnic and modern in designs, exquisite craftsmanship at most competitive price and quality at this exhibition. Most of the products will be for sale and also for order booking for future supplies.

Mr. Rakesh Kumar, Executive Director of EPCH stated that the most attractive component of this exhibition will be demonstration by the three Master Craftspersons (winners of National Award/President’s Merit Certificate) showing master pieces of Wood Carving from Delhi, Phad Miniature Painting from Jaipur in Rajasthan and Cane & Bamboo from Delhi. Most of the produce of the crafts persons giving demonstration at the exhibition venue will be available for sale and purchase to visitors.

Handicrafts of India have been known the world over for the exquisite and intricate craftsmanship. The Indian Handicrafts industry has been contributing substantially to the exports of India as also providing employment in the rural areas as well as city. More than six million Craftsperson’s are directly employed in the sector all over the country. Many millions are indirectly employed by the handicrafts sector in India in various aspects of manufacturing, processing, designing, packaging, presentation, research and analysis, marketing, shipping and exports, he added.

The main exports markets for India for handicrafts are USA followed by EU, Middle East, Far East and LAC and Caribbean countries. Indian Craftsmanship, ethnic designs and colours are unique and have no comparison with other countries. The range produced in India is very large and wide and the quality and price structure varies from high-end market, middle end market to low-end market.

India’s handicrafts are being sold in the developed economies of the world through departmental and chains stores like SOGO of Japan, MACY, Bloomingdales, J.C. Penny of USA, Karstad of Germany, Marks and Spencers of UK and many other leading importers and distributors like Walmart, Pier1, Carrefour, May departmental stores, Gallerie Lafaiette of France etc.

The Executive Director further elaborated that European countries specially Italy has been traditional market for the Indian handicrafts. The exports of handicrafts has increased to USD million 1312 during 2012-13. The average exports growth in exports of handicrafts from India has remained between 15 – 16% per annum. The exports through Italy was of USD 87.05 million during the 2011-12 which increased to USD 110.47 million during 2012-13.

Indian hand crafted products are already selling in Italian markets made out of metals, wood, textiles ranging from utilities items, furnishing and fabrics, fabrics for dresses and garments, costume jewelery, furniture and fixtures accessories, fashion made-ups and fashion accessories, decoratives, gifts, paintings, embroidered products for daily use and many more items.

Mr. Rakesh Kumar further mentioned that the objective of participating in AFL Artigiano in Fiera is multifold viz. to promote Indian Art and Culture, hand crafts products developed over the years predominantly, religion, tradition and customs and skills. It is hoped that the participation will be a grand success in spreading awareness about various facets of Indian living, culture and heritage product range available from India meeting the requirements of Italians and other European markets.

It is expected that participation in “AF-L’ARTIGIANO IN FIERA”, MILAN, ITALY will lead to a growth in Indo-Italian Trade and Cultural relations.