NATIONAL AWARDEE MASTER CRAFTPERSON MR. ASHISH MALAKAR GREETING SHRI SHANTMANU, IAS, DC [HANDICRAFTS] AND ITALIAN DELEGATES WITH HANDCRAFTED SHOLAPITH FLOWER BOUQUETS.
The Export Promotion Council for Handicrafts (EPCH) – the nodal agency for the promotion and development of handicrafts exports from the Country – has set up EPCH Pavilion in Milan, Italy in “AF-L’Artigiano in Fiera” being held from November 30 to December 8, 2019.
The India Pavilion was inaugurated by Shantmanu, IAS, Development Commissioner (Handicrafts), Ministry of Textiles; Govt. of India inaugurated India Pavilion in hall 10 during 24th AF’L Artigiano in Fiera, Milan alongwith Antonio Intiglietta, President of Ge.Fi. & AF’L Fair, Gabriele Alberti, CEO & General Manager of Ge.Fi, AF’L Fair and Rajnish Ghai, Chairman WWEPC. It was a joint inauguration EPCH, ITPO, WWEPC pavilions in hall 10 at Fieramilano (Rho-Pero).
AF- L’Artigiano in Fiera, is one of the largest trade shows dedicated to quality craftsmanship. The event, organised by Ge.Fi. – Gestione Fiere S.p.A. has 3200 exhibitors from 110 countries with a large variety of products including crafts, tourism, culture and food.
This year around 180 Indian companies are participating in the fair and EPCH has arranged participation of 15 member exporters who are displaying their product range of textiles, furnishing, fabrics, costume jewellery and accessories, handicrafts from J&K, Christmas decorations, incense, home decoration, giftware, furniture and fixtures, eco-friendly crafts from NER states and also NIFT graduate designers at most competitive price and quality at this exhibition.
Five National Awardee Handicrafts Master Craftpersons deputed by O/o DC [Handicrafts] are also showcasing their skills and attracting visitors at AF’L Fair. Tulsiram from MP showing artistic hand weaving [chanderi sarees], Ashish Malakar from West Bengal showing Shola Pith crafts, Yatendra Kumar from New Delhi showing Crystal Glass crafts, Panchu Ram Sagar from Chhattisgarh showing Dhokra Casting crafts and Suresh Chandra Das from Tripura is demonstrating cane & bamboo craft skills through live demonstration at the above fair.
Shantmanu, Development Commissioner [Handicrafts] visited the India Pavilion set up in fair in Milan Italy and interacted with the participants and the master craftpersons deputed by O/o DCH to showcase and create direct market linkages with the overseas buyers. The crafts designed, produced and showcased by the artisans of other European, Latin American countries in the fair were also explored. The Development Commissioner (Handicrafts) visited the Indian exhibitors as well as Master Craft persons at the fair. DC Handicrafts had a discussion with EPCH exhibitors about their craft and other related aspects and guided them about the current marketing scenario of Italy and requirement of further improvement in design, material, packaging in Italian market.
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 the US followed by the EU, Middle East, Far East and Latin American Countries (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 Natuzzi, EDG of Italy, SOGO of Japan, MACY, Bloomingdales, JC Penny of US, karstadt of Germany, Marks & Spencers of UK and many other leading importers and distributors like Walmart, Pier1, Carrefour, May departmental stores, Gallerie Lafaiette of France etc.
The Director General further elaborated those European countries especially Italy has been traditional market for the Indian handicrafts. The export through Italy was of $76.41 mn during the 2017-18 which increased to $81.14 mn during 2018-19 with growth of 6.20 percent.
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.
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, 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.
