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POCHAMPALLY HANDLOOM PARK Pochampally Pochampally Positioning The Brand Positioning The Brand H K CHARI.

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Presentation on theme: "POCHAMPALLY HANDLOOM PARK Pochampally Pochampally Positioning The Brand Positioning The Brand H K CHARI."— Presentation transcript:

1 POCHAMPALLY HANDLOOM PARK Pochampally Pochampally Positioning The Brand Positioning The Brand H K CHARI

2 GI Experience from Pochampally Handloom Cluster Contents of the Presentation Contents of the Presentation Introduction to Cluster Introduction to Cluster Products Products constraints constraints Initiative to protect Art Initiative to protect Art GI as a tool for Mkt. Promotion GI as a tool for Mkt. Promotion Emerging the concept of Emerging the concept of Handloom Park Handloom Park

3 Pochampally - Introduction Pochampally - Introduction Cluster Significance Cluster Significance Natural Cluster of its Kind Natural Cluster of its Kind Known as Bhoodan Pochampally Known as Bhoodan Pochampally Tie & dye is the specialty Tie & dye is the specialty Over 2000 traditional pit looms Over 2000 traditional pit looms Over 5000 Artisans Over 5000 Artisans

4 Products Known for Known for Pochampally Ikat sarees – Silk & Cotton Pochampally Ikat sarees – Silk & Cotton Bed sheets Bed sheets Home Furnishing Home Furnishing Dress Materials Dress Materials

5 Cluster Status Growth Growth Experienced steady growth over six decades Experienced steady growth over six decades Started declining trend Started declining trend Limited Market Efforts Limited Market Efforts Near stagnancy in weavers skills Near stagnancy in weavers skills Lead to pile up of huge stocks –reached a state of stand sill Lead to pile up of huge stocks –reached a state of stand sill

6 Constraints Traditional looms (pit) coupled with drudgery for weavers Traditional looms (pit) coupled with drudgery for weavers Low productivity and inadequate earnings Low productivity and inadequate earnings Conventional production range and weak marketing links Conventional production range and weak marketing links Insufficient work & disguised unemployment Insufficient work & disguised unemployment

7 Status Status Socio-economic Socio-economic Estimated that 50% of the families living below poverty line Estimated that 50% of the families living below poverty line 25% of the families with acute poverty 25% of the families with acute poverty Fear of serious problems of under consumption – might lead to starvation death, if the market does not alter in the near future Fear of serious problems of under consumption – might lead to starvation death, if the market does not alter in the near future

8 Causes Lack of proper efforts to protect Pochampally Art Lack of proper efforts to protect Pochampally Art Absence/poor linkage with Inst./Orgns. Absence/poor linkage with Inst./Orgns. Limited exposure Limited exposure No linkage with Exps./boutiques No linkage with Exps./boutiques Poor market Strategy Poor market Strategy No efforts for Brand/Label promotion No efforts for Brand/Label promotion

9 The Initiative to Protect Pochampally Ikat

10 The Genesis of the Idea The Weavers Problem – The Mills/PLs Copying their Designs The Weavers Problem – The Mills/PLs Copying their Designs Textiles Committee under its CDP, initiated to look at how IP Can be leveraged and whether this can be one of the problem solving Instruments. Textiles Committee under its CDP, initiated to look at how IP Can be leveraged and whether this can be one of the problem solving Instruments.

11 Objectives of the assignment Protecting the name POCHAMPALLY IKAT Protecting the name POCHAMPALLY IKAT Preventing the unauthorized use of the name POCHAMPALLY IKAT Preventing the unauthorized use of the name POCHAMPALLY IKAT Identifying and Providing suitable Intellectual Property Rights protection i.e. thorough the Geographical Indication act Identifying and Providing suitable Intellectual Property Rights protection i.e. thorough the Geographical Indication act Promotion of POCHAMPALLY IKAT as a brand Promotion of POCHAMPALLY IKAT as a brand Creating IPR awareness amongst the weavers and the tangible benefits of Intellectual Property Rights Protection Creating IPR awareness amongst the weavers and the tangible benefits of Intellectual Property Rights Protection Policy formulation of identifying natures / types of violations and proposed action for IPR enforcement Policy formulation of identifying natures / types of violations and proposed action for IPR enforcement

12 Modus Operandi Identifying the team for the assignment Interactive and Awareness Sessions Study & Documentation Identifying the applicants

13 Modus Operandi Identifying the Uniqueness Financial Support Technical & Legal Support Draft of the Specifications Filing & Prosecution

14 Uniqueness of Pochampally Pochampally Ikat Consists of fabric : Pochampally Ikat Consists of fabric : a) made by a process of tying and dying the yarn prior to weaving a) made by a process of tying and dying the yarn prior to weaving b) Mainly cotton or silk or a combination of both c) Originating from the geographical region of agenda & Warangal districts in the state of AP

15 Uniqueness of Pochampally Ikat Having single, combined or double Ikat in several illustrations : Having single, combined or double Ikat in several illustrations : The use of diamond or chowka The use of diamond or chowka Diagonal or square grids in which geometrical,floral figurative motifs are woven Diagonal or square grids in which geometrical,floral figurative motifs are woven Striped or shevaron forms Striped or shevaron forms Other abstract variations Other abstract variations

16 The Statement of Case – Highlights of the Manufacturing Process

17 Pochampally 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.

18 Final Product

19 What followed next

20 Filing of the application The application for GI Registration was filed on 15 Dec The application for GI Registration was filed on 15 Dec The applicants : The applicants : Pochampally Handloom Weaverss Pochampally Handloom Weaverss Co –op Society ltd Co –op Society ltd Pochampally Handloom Tie & Dye Silk Sarees Manufacturers association Pochampally Handloom Tie & Dye Silk Sarees Manufacturers association

21 Visit of the Expert Committee The Committee Controller General – Registrar Joint registrar Asst Registrar Textile Experts

22 Recommendations Fine tuning the Statement of Case Fine tuning the Statement of Case Map of Nalgonda & Warangal Map of Nalgonda & Warangal Logo of Pochampally Ikat Logo of Pochampally Ikat Class of Goods under which the Ikat Can be registered Class of Goods under which the Ikat Can be registered

23 Publication in the Gazette The application was published in the Government of India Gazette for public information/ opposition on September The application was published in the Government of India Gazette for public information/ opposition on September The opposition period expired on December 2004 The opposition period expired on December 2004

24 Award of the GI Registration Pochampally Ikat was awarded the GI Registration on 31 December 2004

25 Milestones Achieved It was the first GI application to be granted in the Textile Sector/Handicraft industry It was the first GI application to be granted in the Textile Sector/Handicraft industry It was second GI registered after Darjeeling tea It was second GI registered after Darjeeling tea The entire process of registration was completed in a span of 12 Months The entire process of registration was completed in a span of 12 Months

26 GI AS TOOL for Market Promotion GI AS TOOL for Market Promotion

27 Immediate Benefits Perceived – Post GI Registration Media attention – Pochampally Artisans Media attention – Pochampally Artisans Motivation & Morale boost for Weavers Motivation & Morale boost for Weavers Increase in the Market of Pochampally Sarees – 15% – 20%. Increase in the Market of Pochampally Sarees – 15% – 20%. Over the Internet Sales by an Individual – Rs. 3.0 Lakhs Over the Internet Sales by an Individual – Rs. 3.0 Lakhs Networking among the weavers --- Pochampally Ikat Weavers Pvt. Ltd -- Ikat Art Pvt. Ltd -- Handloom Park Networking among the weavers --- Pochampally Ikat Weavers Pvt. Ltd -- Ikat Art Pvt. Ltd -- Handloom Park Proactive Support from Govt. of AP Proactive Support from Govt. of AP GI Committee in State GI Committee in State More GI initiatives from AP in Pipeline More GI initiatives from AP in Pipeline

28 What next Enforcement of the Geographical Indications for preventing Copying & Passing Off Enforcement of the Geographical Indications for preventing Copying & Passing Off Identifying the Infringers & take necessary action Identifying the Infringers & take necessary action Establishing the legal identity in the international market Establishing the legal identity in the international market

29 Enforcement of GI Rights Formation of State level/ District level committee Formation of State level/ District level committee Objectives of the Committee : Objectives of the Committee : To Leverage on the registered GI- Pochampally Ikat for the benefit of weavers & enable them to use it as a competitive tool for socio-economic prosperity To Leverage on the registered GI- Pochampally Ikat for the benefit of weavers & enable them to use it as a competitive tool for socio-economic prosperity To facilitate co-ordinate action with the involvement of State Enforcement Machinery and combat counterfeit Pochampally products in the market and prevent unauthorised use of the word- Pochampally Ikat. To facilitate co-ordinate action with the involvement of State Enforcement Machinery and combat counterfeit Pochampally products in the market and prevent unauthorised use of the word- Pochampally Ikat.

30 Contd... Objectives To strive for the revitalisation and emancipation of Pochampally Ikat brand image in both domestic and international markets To strive for the revitalisation and emancipation of Pochampally Ikat brand image in both domestic and international markets To create awareness among the stakeholder and end users about the tangible benefits of GI and to motivate them to make the best use of it. To create awareness among the stakeholder and end users about the tangible benefits of GI and to motivate them to make the best use of it. Facilitate a mechanism for upholding th qualitative aspects of Pochampally Ikat through technical interference. Facilitate a mechanism for upholding th qualitative aspects of Pochampally Ikat through technical interference. To create a niche in the country about the Pochampally Ikat among the policy makers, bureaucrats and stakeholders of GI To create a niche in the country about the Pochampally Ikat among the policy makers, bureaucrats and stakeholders of GI To develop a database of possible infringers of Pochampally Ikat. To develop a database of possible infringers of Pochampally Ikat.

31 Contd... Leveraging the benefits of GI &to protect Weavers from Infringement of GI Leveraging the benefits of GI &to protect Weavers from Infringement of GI Create Identity of Pochampally Ikat in National & International Market Create Identity of Pochampally Ikat in National & International Market Caution notices to the Infringers Caution notices to the Infringers Collecting Information on the Infringers Collecting Information on the Infringers Infringement Suits Infringement Suits Ensuring Minimum Quality Inspection Standards Ensuring Minimum Quality Inspection Standards

32 GI as a brand - effected in Emerging of Local Brands Chikat Chikat

33 G I as Brand Ikat Art Ikat Art

34 G I as Brand Concept of Handloom Park

35 About PHPL First of its kind with dedicated handloom production facility with 2000 plus looms under one roof First of its kind with dedicated handloom production facility with 2000 plus looms under one roof Associated with renowned designers Associated with renowned designers Production by artisans with sharpened skills by way of committed and continuous practical training Production by artisans with sharpened skills by way of committed and continuous practical training Capacity of 40 lakh mtrs. of cotton and silk products per annum Capacity of 40 lakh mtrs. of cotton and silk products per annum Professional support of IL &FS as Project Management Consultant Professional support of IL &FS as Project Management Consultant

36 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

37 Location Spread over 24acres Spread 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 of Pochampally Ikat Covering 40 villages – well known cluster of Pochampally Ikat

38 Pochampally Mandal Nalgonda District in Andhra Pradesh

39 Infrastructure Mechanisation in pre-wvg. Mechanisation in pre-wvg. Modern dyg. Process house Modern dyg. Process house State of art testing lab State of art testing lab Exclusive design lab with R&D Exclusive design lab with R&D 2000 plus handlooms with 40 lakh mtrs. Per annum 2000 plus handlooms with 40 lakh mtrs. Per annum Dedicated training center Dedicated training center Physical and Social infrastructure to facilitate high value/volume products Physical and Social infrastructure to facilitate high value/volume products

40 Planned Production Capacity: S. No. Activity Production Capacity In lakh meters per annum per annum 1 Cotton weaving 35 2 Silk weaving 5 Total40

41 Socio-economic significance - Pochampally Handloom Park Sustainable direct employment to over 5000 artisan families Sustainable direct employment to over 5000 artisan families Prevents the migration of rural people to urban areas for employment and work Prevents the migration of rural people to urban areas for employment and work Sustain & strengthen traditional art & skills Sustain & strengthen traditional art & skills Modernization In Dyeing & mechanization in Pre-Weaving process without imbalance to environment Modernization In Dyeing & mechanization in Pre-Weaving process without imbalance to environment Technology up-gradation on looms to reduce sound pollution, drudgery & to enhance productivity Technology up-gradation on looms to reduce sound pollution, drudgery & to enhance productivity

42 Capacity building for modernized handloom production PPP modeled SPV to own, produce & sell Self sufficient with State of the Art infrastructure Park 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

43 Exploring Export Market Base Encouraging response for Pochampally Ikat products in International Trade Fairs Messay – Mumbai -07 & Messay-Frankfurt - 08 Encouraging response for Pochampally Ikat products in International Trade Fairs Messay – Mumbai -07 & Messay-Frankfurt - 08 More & more enquiries for Pochampally ikat Products More & more enquiries for Pochampally ikat Products Samples order production is in full swing Samples order production is in full swing

44 Expanding Domestic Market Base Park Launching innovative Pochampally Ikat product range Through exclusive exhibitions Park Launching innovative Pochampally Ikat product range Through exclusive exhibitions schedules for 2008 – 2009 schedules for 2008 – 2009 City Festival Period City Festival Period Kolkata Puja October 08 Kolkata Puja October 08 Mumbai Diwali Novem. 08 Mumbai Diwali Novem. 08 Chennai Pongal Jan 09 Chennai Pongal Jan 09 Delhi Holi March 09 Delhi Holi March 09 Bangalore Ugadi April 09 Bangalore Ugadi April 09

45 About Pochampally Ikat Media Media Ikat -- To dye for Ikat -- To dye for Indian Express – 2 nd June 2008 Indian Express – 2 nd June 2008 Designers used Pochampally Ikat technique in their collections Designers used Pochampally Ikat technique in 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 say What they say The prints are bold and make a strong statement. Ikat prints are perfect for summer - designer Nandita Mahtani The prints are bold and make a strong statement. Ikat prints are perfect for summer - designer Nandita 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 future. See it, fell it and wear it. - Ishita Yadav & Swati Sharma Get to know ikat, the fabric of the past, present and future. See it, fell it and wear it. - Ishita Yadav & Swati Sharma

46 Thanks for Listening Thanks for Listening


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