20+ clusters with so many to choose from How does the international buyer choose? What is the single promise? Is there a multiple number of products to choose from? We need to find a way out…
Can be a premium brand Leverage on the design and the fabric Leverage on the range Leverage on the GI* Leverage on the GI* * Geographical Indication
1Pochampally IkkatAndhra Pradesh Registered 2ChikankariUPRegistered 3Pipli Applique workOrissaRegistered 4Upada JamadhaniUpada, APRegistered AND MANY MORE UNDER REGISTRATION PROCESS
CHINA BANGLADESH SRI LANKA VIETNAM OTHERS QUALITY PRICE INNOVATION COUNTRY OF ORIGIN
Is it quality? Is it design? Is it the range? Is it the “Made in India” label What does this stand for?
Leverage the “Brand India” label through High Value High Price Entity Through Retail Outlets (High end retail outlets in Europe or USA branded Fashion Shows Associate with high end events like: Davos Economic Forum Cannes Lifestyle events Showcase product samples at high end locations like Five star hotels Lounge These are not selling points necessarily but high end point of promotion outlets
Made in India The clusters are leveraged through an umbrella brand Stands for quality and superior design Leverage the history, legacy and the “STORY” CREATE A STORY AROUND THE PRODUCT AND THE “HAND WOVEN IN INDIA” ASPECT- HISTORY, HERITAGE AND LEGACY