The History Of Carpet

In the beginning — woven carpet

The carpet industry in the United States began in 1791 when William
Sprague started the first woven carpet mill in Philadelphia. Others opened
during the early 1800s in New England. Included in that area was Beattie
0020 Manufacturing Company in Little Falls, New Jersey, a company that
operated until 1979.

In 1839, Erastus Bigelow permanently reshaped the industry with the

invention of the power loom for weaving carpets. Bigelow's loom, which
doubled carpet production the first year after its creation and tripled it by
1850, is now part of the Smithsonian Institution's collections. He continued
to devote his life to innovation -- 35 separate patents were issued to him
between 1839 and 1876. Bigelow introduced the first broadloom carpet in
1877.

The power loom with Jacquard mechanism was developed in 1849, and
Brussels carpet was first manufactured by the Clinton Company of
Massachusetts. The Brussels loom was slightly modified, making possible
the manufacture of Wilton carpet. Later, the Hartford Carpet Company
joined with Clinton Company to become Bigelow Carpet Company.

In 1878, four Shuttleworth brothers brought 14 looms from England and

established their manufacturing plant in Amsterdam, New York. In 1905,
the company introduced a new carpet, Karnak Wilton. Its instant success
was phenomenal. Flooded with orders, a new building had to be
constructed to exclusively handle Karnak production. Weavers worked
four and five years without changing either the color or pattern on their
looms.

Alexander Smith started his carpet manufacturing plant in 1845 in West

Farms, New York. An American, Halcyon Skinner, had perfected the
power loom for making Royal Axminster in 1876. He and Alexander Smith
combined, forming a very successful carpet company. Alexander Smith was
elected to Congress in 1878, but died on the evening of Election Day.
Sixteen hundred people were employed at his factory at the time of his
death. Alexander Smith & Sons continued. During World War I, the carpet
looms were converted to make tent duck and navy blankets. In 1929
Alexander Smith & Sons was the largest manufacturer of carpets and rugs
in the world.
Simulating the "Oriental" rug
Industrialist/retailer Marshall Field had a traditional Axminster weaving
loom modified to create what no one else had ever created -- a machine-
made rug woven through the back, just like a handmade Oriental,
featuring intricate designs and virtually unlimited color variety. Karastan’s
rug mill was established in 1926, and introduced the first Karastan rugs to
the public in 1928.

Alexander Smith, Bigelow, and Karastan are companies continuing today

as divisions of Mohawk Industries, headquartered in Georgia.

There are many manufacturers today producing both simulations of

antique designs and updated "oriental" type rugs by both weaving and
tufting processes.

Indian Carpets - History and Manufacture

The Legend of Indian Carpets

Indian Carpets are renowned the world over for their
exquisite designs, subtle elegance, attractive colours and
workmanship. The magnificence of Indian carpet weaving
and the intricate patterns that have emerged from it have
substantially increased India's carpet exports and placed it
prominently in the international carpet map.

Carpet weaving was brought to India by the great Mughal

Emperor Akbar in the 16th century. Some of the most
exclusive carpets were created during the Mughal reign,
each carpet unlike the other but infused with a common magic of colours
and design.

The carpet weaver has gradually grown as an artist, a creator who could
weave poetry in to his designs and every knot he tied, giving a touch of
aesthetic beauty to his creations.

A carpet weaver's skills are his own and the designs he evolves are from his
mind to be translated in to beautiful form with the help of wool and silk.
 

Infusing Colour
Colours fascinate. And when they are blended with
material and designs, they acquire a radiance that is
alive. Indian carpets are renowned for their exotic
colours.

At the beginning of the 20th century, nature was the

most important source of perfect dyes and subtle and
attractive colours.

Madder, which grows almost everywhere, was the most important

colourant of vegetable origin. Its root provided the whole range of pinks
and reds and with the green from the grass and brown from the kiker tree.

This gave the weaver a wide choice. Nowadays, all types of natural dyes are
used.
 

The feel
From the outset, wool has been the basic
material for the knotted woollen carpet.

The wool used for the pile has a variety

of origins, the use related to the role for
which the carpet is being woven.

However silk is commonly used in handknotted silk carpets in Kashmir

where the weaver also has access to the wool of the highest quality.
 

  Designing Excellence
Pattern in a carpet is as much an integral part of
the carpet as coloring. The Indian carpet weaver
freed carpets from the limitation of space,
repeated intricate and infinite patterns in an
ordered symmetry and wove abstract symbols
into dense ornamentation.
The figurative was combined with the geometric and floral with the
arabesque. The usual procedure adopted by the weaver is to draw his
designs and transfer them to graph paper on which each square represents
a single knot.

Then the paper is divided into varying parts depending on whether the
pattern is intended for the centre medallion or for a part os a repeated
pattern. these sheets of paper are then passed on to the knotting workshop.

The other manner followed by the weavers of Kashmir and Amritsar is the
'Talim' which demands time and experience. A coded colour chart
indicates the number of knots to be woven in their respective colours. The
master-weaver reads aloud from it and the weavers follows his directions
carefully. The colours and number of knots to be woven are indicated by
signs.

The master-weaver winds the warp around the loom and begins chanting
the 'Talim' and the knitters chant their reply after carrying out the
instruction.

Weaving the Magic of Creativity

The loom gives shape to the carpet-weaver's creative
expressions.

One of the most commonly used loom in India is the

roller-beam loom. The simplest of these looms has two
horizontal wooden beans between which the wrap
threads are stretched, the one beam in front of the
weaver, the other is behind the first. As the knotting
proceeds, the carpet is rolled to the back of the loom.
The weaver begins by weaving a selvedge and several
shoots of weft are passed to form a narrow band to secure the knots at the
end of the carpet.

The Indian carpet weaver uses the asymmetrical or Persian knot which is
tied with a strand of Yarn around two adjacent warp threads, leaving some
threads free at either side for the lateral selvedges. Each knot is separated
from its neighbour by a loop that is cut after the next shoot of weft. this
knot is also called the 'two-handed knot' as it can be executed both from
right to left and from left to right. The process is more widespread as it is
more rapid.
 

Washing And Finishing

Washing of a carpet is done to bring sheen and lustre,
therefore, it is as important as colouring, designing and
weaving. this is the final stage of carpet weaving and hence
requires a lot of careful handling.

Before washing, the carpet goes through the stage of burning

the back of the carpet, rubbing with wired brush and berai to
make it even.

Washing is done with water mixed with soap, bleaching

powder and other natural chemicals. After washing, the carpet
is kept in the sunlight for drying and then it is sent for
clipping.

The final appearance of a carpet comes after clipping and

chemical finishing. The art of clipping reflects on the emboss like finish in
the final carpet.

Finishing is a meticulous process which requires skillful craftsmanship and

is done piece by piece in handknotted carpets.
 Carpet Types

Handknotted Woollen Carpets

Handknotted Woollen Carpets from India speak eloquently of the superb
workmanship of the Indian carpet Weavers. Their design and colour
schemes have their own independent logic and their own unique magic. The
art of weaving carpets has percolated through generations and the Indian
craftsmen have been creating the greatest of specimen since the medieval
period.

The Indian woollen carpets are inspired by the classical Persian Tradition
of motifs to the most modern design. Superior hand-knotting technique,
variety of designs, colours and a good number of knots per square inch
have made them desired objects to impart a vivid appearance to a home
besides adding warmth to it.

The prominent areas which produce woollen carpets are Bhadohi,

Mirzapur, Khamaria, Ghosia, Varanasi and Agra in Uttar Pradesh;
Amritsar and Pathankot in Punjab and Jaipur in Rajasthan.
Tufted Woollen Carpets
The handmade Tufted Woollen Carpets are produced with the help of
tufting guns. A good quality fabric is used for a desired pile density and
number of stitches per square inch. The variety of designs and colours used
in these carpets make them a feast to one's eyes.

Panipat is main carpet producing centre of Tufted Woollen Carpets.

GABBE Woollen Carpets
Hand-knotted Gabbe Woollen Carpets portray a unique tradition of Tribal
Design.

The continuity of superb artistic tradition of Tribals have made these

carpets a product of a living and thriving art. The raw material
composition of these carpets is generally 75% wool and 25% cotton.

Gabbe Woollen Carpets are mainly produced in Bhadohi-Mirzapur region

in Uttar Pradesh.
Handmade Woollen Dhurries
Woollen dhurries are one of the least expensive yet very elegant 'Hand-
WovenFlat Floor-Coverings'.

Dhurries are just perfect to use anywhere: in a room, in a formal setting, or

casually in a balcony echoing its democratic antecedents. Its variety of
colours are fast selling and have made them one of the popular floor
coverings in the world.

Woollen dhurries are mainly produced in Bhadhohi, Mirzapur, Agra,

Jaipur, Panipat and Bangalore.
Pure Silk Carpets
Handkotted pure silk Carpets are renowned for suppleness and softness
and fine workmanship in the world.

The material composition is 80% silk yarn and 20% cotton yarn with
knottage 400 knots and above per square inch. Produced in Kashmir, these
carpets display a fine workmanship and intricate designs of a kind.

The designs vary from intricate motifs and patterns inspired from nature
to hunting scenes, bird and animal motifs or thematic designs like historical
romances.
Staple/Synthetic Carpets

Staple/Synthetic carpets are synthetic handknotted carpets with a feel of

silk. These finely knotted carpets (256 knots per square inch) imbibe all the
aesthetic characteristics of classical and contemporary designs and colours.

The main carpet producing centre of Staple/Synthetic carpets are Srinagar

(Jammu & Kashmir), Agra and Gwalior.
Chainstitch Rugs
Decorative handmade embroided floor coverings or Chainstitch Rugs are
made of 65% Wool or Silk yarn 35% cotton yarn. Intricate needlework by
creating a variety of traditional and modern designs and colours in these
rugs reflects a fine craftsmanship of the worker.

Chainstitch Rugs are mainly produced in Kashmir

Foreign Policy
HIGH LIGHTS OF FOREIGN TRADE POLICY 2009-14

Shri Anand Sharma, Hon’ble Minister of Commerce & Industry

announced Foreign Trade Policy 2009-2014. Some of the highlights of the
new policy announced on 27th August,2009 are given below for
information of the Members :

1. The incentive available under Focus Market Scheme (FMS) has been
raised from 2.5% to 3%.

2. The incentive available under Focus Product Scheme (FPS) has been
raised from 1.25% to 2%.

3. A common simplified application form has been introduced for taking

benefits under FPS, FMS, MLFPS and VKGUY.

4. To simplify claims under FPS, requirement of ‘Handloom Mark’ for

availing benefits under FPS has been removed.

5. Higher allocation for Market Development Assistance (MDA) and

Market Access Initiative (MAI) schemes is being provided.

6. Jaipur, Srinagar and Anantnag have been recognised as ‘Towns of

Export Excellence’ for handicrafts;.

7. To accelerate exports and encourage technological upgradation,

additional Duty Credit Scrips shall be given to Status Holders @ 1% of the
FOB value of past exports. The duty credit scrips can be used for
procurement of capital goods with Actual User condition. This facility shall
be available upto 31.3.2011.

8. Transferability for the Duty Credit scrips being issued to Status Holders
under paragraph 3.8.6 of FTP under VKGUY Scheme has been permitted.
This is subject to the condition that transfer would be only to Status
Holders and Scrips would be utilized for the procurement of Cold Chain
equipment(s) only.

9. To impart stability to the Policy regime, Duty Entitlement Passbook

(DEPB) Scheme is extended beyond 31-122009 till 31.12.2010.

10. Interest subvention of 2% for pre-shipment credit for 7 specified

sectors has been extended till 31.3.2010 in the Budget 2009-10.

11. The adjustment assistance scheme initiated in December, 2008 to

provide enhanced ECGC cover at 95%, to the adversely affected sectors, is
continued till March, 2010.

12. In cases, where RBI specifically writes off the export proceeds
realization, the incentives under the FTP shall now not be recovered from
the exporters subject to certain conditions.

Total Exports from 1961-62 up to 2008-09

EXPORTS OF CARPETS, RUGS, DRUGGETS INCLUDING NAMDHAS

VALUE OF EXPORTS
YEAR
Rupees Crores (US$ Million)

1961-62 4.42 (9.30)

1962-63 4.49 (9.45)
1963-64 5.43 (11.42)
1964-65 5.66 (11.91)
1965-66 4.62 (6.79)
1966-67 7.79 (11.08)
1967-68 9.76 (13.88)
1968-69 11.15 (16.39)
1969-70 11.69 (17.00)
1970-71 10.94 (16.33)
1971-72 13.69 (17.96)
1972-73 21.44 (27.44)
1973-74 26.42 (34.39)
1974-75 36.11 (42.56)
1975-76 41.43 (50.46)
1976-77 66.41 (79.38)
1977-78 81.96 (99.52)
1978-79 99.37 (125.47)
1979-80 135.38 (173.72)
1980-81 159.24 (209.40)
1981-82 177.08 (206.20)
1982-83 172.37 (191.86)
1983-84 194.76 (188.35)
1984-85 245.42 (206.43)
1985-86 219.95 (179.77)
1986-87 283.60 (221.94)
1987-88 375.04 (289.25)
1988-89 451.28 (311.66)
1989-90 420.08 (252.30)
1990-91 565.34 (282.61)
1991-92 847.61 (304.41)
1992-93 1047.93 (381.99)
1993-94 992.00 (316.13)
1994-95 1102.94 (351.02)
1995-96 1364.92 (408.07)
1996-97 1584.79 (446.41)
1997-98 1661.58 (447.07)
1998-99 2013.94 (478.68)
1999-2000 2136.03 (492.93)
2000-01 2315.15 (512.03)
2001-02 2436.13 (514.07)
2002-03 2590.26 (532.96)
2003-04 2779.79 (614.44)
2004-05 2583.62 (591.62)
2005-06 3082.06 (696.53)
2006-07 3674.86 (807.94)
 2007-08 3524.73 (875.71)
2008-09 2708.73 (600.06)

Country-wise Exports

Country-wise export data from 2003-04 to 2008-09 (Prov)

S
. Countr
2005-06 2006-07 2007-08 2008-09(Prov.)
N y
o.

Rupe U.S. Rupe U.S. Rupe U.S. Rupe U.S.

es $ es $ es $ es $
Cror Milli Cror Milli Cror Milli Cror Milli
es on es on es on es on

Argent
1 5.99 1.35 6.98 1.53 7.20 1.79 10.52 2.33
ina

Austra 11.2 15.5 15.2

2 35.55 8.03 51.08 62.56 68.81
lia 3 4 0

Austri
3 23.47 5.30 27.92 6.13 19.11 4.75 23.7 5.25
a

Belgiu 14.4
4 27.50 6.21 33.80 7.43 58.02 11.56 2.56
m 1

5 Brazil 15.80 3.57 17.25 3.79 17.7 4.41 4.69 1.04

Canad 10.9 14.7

6 41.93 9.47 49.97 59.33 40.27 8.92
a 8 4

Denma
7 21.90 4.95 26.09 5.73 28.36 7.05 18.82 4.17
rk

Finlan
8 15.96 3.61 18.74 4.12 16.27 4.04 14.67 3.25
d

10.8 12.5 14.1 10.8

9 France 47.93 56.96 56.78 48.84
3 2 1 2

1 Germa 585.3 132. 698.2 153. 646.7 160. 613.2 135.

0 n 5 2 2 5 1 6 4 8

1 10.0 105.9 26.3

Italy 38.25 8.64 45.56 25.5 5.65
1 1 4 2

1 12.3 14.3 14.8 10.8

Japan 54.79 65.04 59.83 48.75
2 8 0 6 0

1 Nether 10.9
30.75 6.95 36.38 7.99 44.02 19.09 4.23
3 la 4
 1 Norwa
7.53 1.70 8.81 1.93 8.94 2.22 6.41 1.42
4 y

1 Swede 11.5
24.37 5.51 29.03 6.38 46.41 18.28 4.05
5 n 3

1 Switze
15.14 3.42 18.00 3.95 9.13 2.27 26.86 5.95
6 rla

1 20.3
Spain 32.87 7.43 38.95 8.56 82.07 24.38 5.40
7 9

1 1533. 346. 1833. 403. 1668. 414. 1359. 301.

U.S.A.
8 5 5 0 0 8 6 2 1

1 158.9 35.9 189.2 41.6 183.0 45.4 112.1 24.8

U.K.
9 8 2 5 1 7 8 8 5

2 364.5 82.3 423.8 93.1 344.4 85.5 212.8 47.2

Others
0 0 6 1 9 2 7 7 0

696. 3674. 807. 3524. 875. 2708. 600.

Total 3082.
4 8 9 7 7 7 0

Comparison 2007-8 & 2008-09

Statement of estimated Exports for the month of April- March 2008-

09 in comparison with the April- March, 2007-08
Value of Exports

April- March April- March

Value in Rupees Crores Value in U.S. Dollar Million

Products

Percentage Percentage
2007- 2008- increase (+) 2007-08 2008-09 increase (+)
08 09 / @40.2513 @45.1410 /
decrease (-) decrease (-)

Handmade
Woollen
Carpets, Rugs,
Druggets,
Durries etc.
2076.5 1451.2
including Cotton (-) 30.11% 515.90 321.50 (-) 37.68%
7 8
Carpets
excluding
Handmade
Woollen Tufted
Carpets
 Handmade
1156.7
woollen tufted 983.22 (-) 15.00% 287.40 217.81 (-) 24.21%
0
carpets

Handmade Silk
221.87 210.58 (-) 5.09% 55.12 46.65 (-) 15.37%
Carpets

Handmade
Staple/
69.59 63.65 (-) 8.54% 17.29 14.10 (-) 18.45%
Synthetic
Carpets

3524.7 2708.7
Total (-) 23.15% 875.71 600.06 (-) 31.48
3 3

Indian Carpet Industry and its SWOT Analysis

Carpet Industry is one among the industries prevailing in India since
centuries. Indian Carpet Industry has always been a crucial part of Indian
export industry. Moguls brought and introduced carpet weaving in India
which survived and flourished greatly.

Over the period, ancient weavers has transformed into modern artist who
imbibe the magical colours to the Indian carpets. These artists bring
aesthetic touch to the carpets by doing magic with colours and provide
carpets an unusual beauty and elegance. The study revealed that the total
carpet exported last year was worth Rs 2600 crores whereas the size of the
domestic market was condensed to about Rs 200 crores.

Carpet holds a grace and recognition from over centuries. Earlier, only a
few centers in India were involved in carpet weaving but slowly, various
clusters have risen in northern part of India for the same purpose. Each
center has its own competitive advantage. These centers employ nearly
millions of people all across the country. Mojor belts of carpets include
Bhadohi, Mirzapur and Agra belt in Uttar Pradesh, Jaipur, Bikaner in
Rajasthan, Panipat belt in Haryana and Kashmir belt.

Carpets are broadly classified into two categories, traditional and modern.
Otherwise, Indian manufacturers make carpets in various types, these are;

• Chainstich Rugs

• Tufted Woolen Carpets

• Hand-knotted Woolen Carpets

• GABBE Woolen Carpets

• Pure Silk Carpets

• Handmade Woolen Dhurries

• Staple or Synthetic Carpets

Each type has its own individuality in terms of design, look and the wool
used in its manufacturing. The variety in carpets caters to various needs of
customers.

The distinct variety added to the carpets is inclusion of silk and cotton
which are innovatively mixing with the wool to give an attractive look to
the carpets. Silk carpets are considered high quality pieces and are
comparatively high in price. Indian carpets are fundamentally following
the old popular patterns such as floral, rhomboids, animal patterns and
arabesques in its designs. These traditional Oriental styles are preferred
even today. However, Indian carpet industry seems to be highly influenced
by western patterns and designs which are giving a competitive edge to
Indian traditional carpets, such as Chinese patterns and Persian designs.

SWOT Analysis of Carpet Industry

Indian Carpet Industry is a unique industry which is highly unorganized
but lacks proper channels. Somehow, it has managed to perform
impressively in the past years. The industry has made significant
contribution in Indian exports till 1990s. What was there behind the
industry that drives the export? SWOT analysis brings forth the value
drivers and tentative blocks this industry has experienced and experiencing
even today;

Strengths-
Over the years, carpet industry has flourished in India due to availability
of artistic skills, cheap labour and low cost raw material, innovations in
selling carpets and flexibility in manufacturing all kinds of carpets.

Weaknesses-
The industry’s greatest weakness is its highly being unorganized. The
carpet exporters and manufacturers lack marketing channels. Indian
suppliers suffer due to poor infrastructure and internal competition, and
lack professional approach and Intellectual Property Rights.

Opportunities-
Home furnishing market is moving towards Carpet industry, which results
in evolution of new carpet designs. It is used as a marketing tool, and gives
opportunity to provide stocking and warehousing services to various
players in the market.

Threats-
Industry is suffering a lot due to unhealthy competition exiting within it. If
not handled properly, current rebound in the industry may not be
sustainable. Social evil such as Child labor has strong bonding with the
industry. Hence, the industry invites risk of possible backlash on itself.

Carpet Industry in India has experienced a major change in recent years.

The industry is moving towards the emergence of new market and old
existing market is saturated and lost its identity. Low-end carpets
manufactured in modern designs like hand-tufted carpets are highly
preferred by new customer base. Chinese industry is emerging as the
biggest threat to Indian carpet industry, in terms of pricing and volumes.
However, innovative products range with lower volume could be a success
mantra for Indian Carpet Industry. Inefficient coordination and ill
management are what exist predominantly in the industry. Apart from it,
industry needs to consolidate on the activities such as quality standards,
cost reduction, better development of products and their on-time delivery
to drive its growth.
Role of Government of India
According to Indian Carpet Export Promotion Council (CEPC), the share
of exports of Indian carpets and floor coverings with the rest of the world
including LAC accounts for only 7.39%, which clearly shows that these
markets remained unexplored.

Since the Government of India is paying special emphasis for the

promotion of exports to LAC and carpets & floor coverings from India
have huge potential for expansion the following suggestions are being
made:

• To lower down the tariff structure be taken up in bilateral trade

agreement;

• Fashion oriented and less expensive products to be promoted i.e., Woven

Durries, Chain Stitched Rugs, Woven Carpets, Tufted Carpets & Art Silk
Carpets.

Thus, the Indian carpet industry has immense potential for expansion since
adequate skilled manpower & raw-material is available, requirement for
capital is almost negligible, Indian products are acceptable all over the
world and are at par on quality and competitive in prices. India can supply
carpets & floor coverings strictly in accordance with the requirement of
consumers and large range of products can be offered. The only weakness
is marketing and fore-sightedness of the exporters besides resources
Percentage Share of World Markets of
Handmade Carpets and other Floor
Coverings.
 Company Profile
We have made immense contribution in India in the Indian carpets
industry with our exceptional knowledge of prerequisites of making carpet.
We have achieved considerable success as handloom carpets and shaggy
carpets manufacturer & exporter in India. We have approximately 100
employees in our manufacturing unit and also 1,000 independent artisans
are engaged in the weaving and processing of our carpets in India.

We have achieved a tremendous landmark in making expert quality

carpets after our establishment in 1979. Our CEO Mr. Ashok Tiwari &
Arun Tiwari has commanded us to enjoy the fruit of success from their
well defined strategies.

Our some of the best features are-

1.To deliver our products without any delay

2.To ensure that our products are flawless with the use of suitable
equipments

3.We get numerous demands from various high profile organizations

CEO of the Company : Mr. Ashok Tiwari / Arun Tiwari

Year of Establishment : 1979

Primary Business Type : Manufacturer & Expoter of Carpets

Market Covered : U.S.A, Canada & Europeian Countries

Annual Sales (in USD / Rs.) : 5 Crore

Products We Offer : Hand Knotted Carpets, Hand Tufted

Carpets, Indo-Nepali Carpets, Durries, Handloom Carpets, Jute Rugs,
Shaggy Carpets & Art Silk Carpets etc.
Products
Our handmade durries are very famous in the market due to their
exclusive design and attractiveness. We are famous for using only authentic
quality of silk for making art silk carpets. Also we have done exceptionally
well as jute rugs manufacturer and supplier in India. Apart from artisans
we have excellent equipments to help in the manufacturing of world class
carpets.

Our carpets find uses in many industries such as furniture industries,

hotels etc. The durability of our carpets makes them highly acceptable to
the customers. Also we make carpets with different designs that help them
to look fabulous and attract the eyes on first sight. Our products are highly
demanded in U.S.A., Canada & European Countries.

Hand Knotted Carpets

Our hand knotted carpets are highly demanded in the market due to their
extraordinary features. We have very special artisans helping us to deliver
our customers the best quality of carpets in low price.

• Hand Knotted Wool Carpets

• Hand Knotted Silk Carpets

Hand Tufted Carpets

We are a distinguished tufted modern carpets manufacturer. Our hand

tufted carpets are very popular in the market due to their fabulous design
and attractive look. We use high class raw material to manufacture tufted
carpets thus they are very much durable. We manufacture expert quality
of hand tufted Persian carpets that are widely used by many distinguished
personalities. With the help of our highly skilled employees and artisans we
are able to be named among known tufted carpets suppliers in India.

• Modern Carpets

• HTC-01

• HTC-03

• Persian Carpets

• HTC-02

Durries

We manufacture very high class of durries that are very much used in the
households for flooring. Our cotton durries are made with the use of cent
per cent cotton as a result they are very soft and give your feet a pleasant
touch. Also we use expert quality of wool to manufacture woolen durries
that has made us leading woolen durries manufacturer. We provide our
durries at very reasonable prices to our customers as a result we are very
highly trusted supplier in India.

• Chenille Durries

• Woolen Durries

• DS-2

• Cotton Durries

• DS-

Indo-Nepali Carpets

We make very fine quality of Indo Nepali carpets that are very highly in
demand in domestic as well as overseas market due to their exclusiveness.
We have specialist artisans to make Indo Nepal.

Handloom Carpets
We have earned a high repute as rare quality Indian handloom carpets
manufacturer. Our handloom carpets are very much attractive as they are
made with the use of real raw materials. Also our handloom woolen carpets
are very much inexpensive and highly demanded in the market hence we
are famous exporters of them in India. We have expert weavers for
manufacturing high quality handloom carpets as a result we get very high
demands for them. We supply them on proper time as a result we are a
highly recommended destination for handloom carpets.

Shaggy Carpets

Our name is highly appreciated as shaggy carpets manufacturer in India as

we make high quality of carpets with the help of artisans with exceptional
skills. Our shaggy leather carpets have blended touch of modernity as a
result we get high demands for them from different parts of the world. Also
our shaggy leather carpets are very much comfortable as they are made by
fine materials and are designed by talented designers. We provide our
customers the shaggy carpets at very low prices. We are credited to be
counted as leading handloom shaggy carpets manufacturer and supplier in
India.

Jute Rugs

We are a highly appreciated manufacturer and supplier of jute rugs in

India. Our jute area rugs remind the customers of the very high level of
artistry as they are manufactured by the artisans who make attractive rugs
from modern methods. Also we are a highly trusted natural jute rugs
manufacturer as we use fine jute for their manufacture. We give jute rugs
to the customers at very comfortable prices thus we are a reputed jute rugs
exporter from India.
 Cape Town
Cape Town is the second-most populous city in South Africa, and the
largest in land area, forming part of the City of Cape Town metropolitan
municipality. It is the provincial capital and primate city of the Western
Cape, as well as the legislative capital of South Africa, where the National
Parliament and many government offices are located. The city is famous
for its harbour as well as its natural setting in the Cape floral kingdom,
including such well-known landmarks as Table Mountain and Cape Point.
It is hailed as one of the most beautiful cities in the world as officially
recognised by Forbes. National Geographic has also listed Cape Town as
one of the most iconic cities on the planet and "Places of a Lifetime". Cape
Town is also Africa's most popular tourist destination.
Located on the shore of Table Bay, Cape Town was originally developed by
the Dutch East India Company as a victualling (supply) station for Dutch
ships sailing to Eastern Africa, India, and the Far East. Jan van Riebeeck's
arrival on 6 April 1652 established the first permanent European
settlement in South Africa. Cape Town quickly outgrew its original
purpose as the first European outpost at the Castle of Good Hope,
becoming the economic and cultural hub of the Cape Colony. Until the
Witwatersrand Gold Rush and the development of Johannesburg, Cape
Town was the largest city in South Africa.

Today it is one of the most multicultural cities in the world, reflecting its
role as a major destination for immigrants and expatriates to South Africa.
As of 2007 the city had an estimated population of 3.5 million.[3] Cape
Town's land area of 2,455 square kilometers (948 sq mi) is larger than
other South African cities, resulting in a comparatively lower population
density of 1,425 inhabitants per square kilometer (3,690 /sq mi).

Climate
The Cape Peninsula has a Mediterranean-type climate with well-defined
seasons.

In the winter months, May through August, cold fronts sweep across the
Atlantic and bombard the Peninsula with rain and the north-west gales - an
apt reminder of why the early explorers referred to it as the Cape of
Storms.

The winters are cool with an average minimum temperature of about 7° C.

Most of the rainfall occurs in winter, but due to the topography the rainfall
varies quite dramatically.

In the valleys and coastal plains it averages 500mm per year, while in the
mountainous areas it can average as much as 1500mm a year. Winter is
nonetheless a particularly beautiful time at the Cape as the vegetation
regains its verdure and water pours from the mountain chain’s waterfalls,
rivulets and ravines. Summer, on the other hand, is warm and dry. During
these months - November through February - the Peninsula is exposed to
the strong (sometimes gale force), relentless South-East wind known locally
as the Cape Doctor because it blows away pollution and cleans the air. The
south-eastern is caused by the South Atlantic high pressure cell which sits
off the southern tip of Africa over this period, resulting in the many clear,
sun-filled days which visitors find so appealing. Summer temperatures are
relatively comfortable with the average maximum around 26° C.

City of Cape Town

 
Demographics   Year
Total area 2,461 km² 2010
Population (total) 3,4 million 2010
Number of households 904,000 (estimated) 2010
Total length of coastline 294km 2010
Economy    
GGP R 130 Billion 2010
% unemployed 16.9 2010
Education    
Literacy - % of people aged 20+ with grade 5 education or
8.4% 2010
less
Highest level of education for people aged 20+ Below Matric:  58.3% 2010
Matric:  23.6%
 Post Matric:  16.8%
Number of libraries  108 2010
Health    
The prevalence of HIV as per Antenatal Survey 18.2% 2010
The incidence of TB in Cape Town per year (cases and Cases: 26,754
2010
deaths) Deaths: 2,122
Living conditions    
Number of informal dwellings serviced by the City 108,899 2010
% of households living below the poverty line (<R1600 per
38.8% 2010
month)
% of households with no access to safe drinking water on
6.7% 2010
site
% of households with no access to adequate sanitation 5.8% 2010
% of households with no access to electricity for lighting 2.8% 2010
% of households with no access to at least weekly refuse
4.4% 2010
removal
Number of parks and reserves 144 2010
Indigent population 201,867 households 2010

The scenario of Cape Town trade and industry offers an insight into the
economic aspects of the city. Cape Town ranks high among the South
Africa, cities in terms of economic production. Major industries of Cape
Town include tourism industry, transport industry, oil refining industry,
ship building industry, etc.

A Comprehensive Economic Picture

Cape Town trade and industry depends largely on the city's strong
economic structure. With a population of more than 3 million, Cape Town
features as one of the economically stable cities of South Africa. The city
has a diverse economy that can readily emerge from economic depressions.
The economy of Cape Town provides for the development and growth of
trade and industry in Cape Town. 11% of South Africa's total economic
contributions come from Cape Town. In the year 2000, Cape Town
produced more than R 85.9 billion goods and services.

This shows that the goods and services of Cape Town are in demand within
the city as well as outside. The supply of these goods and services depend
on domestic and foreign investments. Also, the competitiveness of the goods
and services has to be taken into account while determining supply and
production.

Cape Town Industries

In addition to the demand and supply of goods and services, Cape Town's
economy is also shaped by the industries found in the city. The major
industries in Cape Town consist of food processing, shipbuilding and
repair, oil refining, diamond cutting, production of leather goods,
chemicals, fertilizers, plastics, clothes and cement.

The location of Cape Town provides for a booming tourism industry. The
city, with its breathtaking scenic views of mountains, vineyards, harbor
and the ocean and the metropolitan amenities for the tourists, has a
progressive tourism industry. Abounding in tourist attractions, sightseeing
destinations, hotels, restaurants, shopping centers, traditional towns and
villages, pubs and ideal week-end getaways, Cape Town is a haven for
tourists. The city remains crowded with tourists from all across the world
throughout the year. All these factors cater greatly to the tourism industry.

The growth of tourism largely depends on good roads, plenty of public

transports and an efficient communication system. Cape Town, with its
well-developed transport industry, meets all these demands. The extensive
transportation network of the city consisting of air, rail and road transport
directly link the city with Botswana, Zimbabwe, other places in South
Africa and major cities of the world.

The industrial picture of Cape Town thus presents an insight into the
economy of the city. The progressive economy creates the platform for a
developed job sector that provides employment to a large section of the
population in Cape Town.
Gross Domestic Product
2010 est.($BN) is $ 103.

Age distribution
A very young population, with 75% under the age of 35 and 29% younger

than 14 years.

Disposable income - total

R Billion,2008 figures.

Grand Total:135.5 billion.

Disposable income per capita

Disposable income per household

Expenses per capita

Total Income Tax paid

12th ATF Trade Exhibition in Cape Town (South Africa)
Carpet Export Promotion Council is organizing participation in the 12th
ATF Exhibition in Cape Town (South Africa) from 24-26 November, 2010.
South Africa is a potential market for Carpets & Floor coverings and
having great scope for further expansion.
This is the largest exhibition for Apparel, Textiles including Carpets &
Floor coverings to be held in South Africa. It has been reported that large
number of Textile & Carpets buyers from neighboring countries will be
visiting this exhibition for importation of Textile Items & Carpets.
The basic objective for organizing participation in this exhibition is to
provide a unique opportunity to the small scale cottage based
manufacturer-exporters to display their wide range of products & to
explore the possibility of enhancing their export prospect in this potential
market.  Details of the exhibition alongwith participation charges is given
below:

Sl.
No Activity Participation charges & other details

Rs.1,10,000/- for approx. 12 Sq.m.

12th Intl. Apparel, Txtile &
Footwear Exhibition of South
Africa 24-26 November, 2010.
Venue : Cape Town
International Convention
1. Centre, South Africa
stand (including 10.3%Service Tax)
MDA Grant within the ceiling of
Rs.1,50,000/- shall be reimbursed to
the participants after receipt of Grant
from the Govt. and fulfillment of MDA
Conditions.

World Flooring and Carpets Market

Global market value to reach $150 billion in 2012

World demand for flooring and carpets is projected to climb 2.5 percent
annually through 2012 to 14.6 billion square meters, valued at more than
$150 billion. Product demand will be stimulated by growth in
nonresidential building construction and ongoing industrialization efforts
in less developed parts of the world. China will record the largest gains of
any country and will expand its lead as the biggest floor covering market in
the world. Sales growth is also expected to be strong in India, as well as in
lower volume markets such as Indonesia, Turkey, Iran, the Czech Republic
and Saudi Arabia.

Flooring and carpet demand in developed parts of the world will rise as
well, although the pace of increase will be less robust than in developing
countries. Product sales in Western Europe will be nearly flat through
2012, while floor covering demand in Japan will increase marginally
following an extended period of decline. Market gains in these areas will be
restrained by unspectacular economic growth and the general maturity of
the markets. In the US, flooring and carpet sales will be spurred by
increases in nonresidential construction and motor vehicle production.

Nonresilient flooring to be fastest growing segment

Nonresilient flooring (e.g., ceramic, wood, laminate) is by far the most

popular type of floor covering worldwide, and demand will outpace that for
both resilient flooring (which includes vinyl, linoleum and rubber products)
and carpet and rugs through 2012. Nonresilient flooring demand will be
driven by the products’ durability and ease of maintenance, and supported
by growing consumer preference for high-end and natural hard surface
flooring products as income levels climb. Suppliers of carpets and rugs, the
second most widely used type of floor covering, will benefit from growth in
building construction expenditures in Western Europe, rising construction
activity in other parts of the world and, to a lesser extent, growth in global
motor vehicle production. Demand for resilient flooring, which accounts
for the remainder of floor covering sales, will be stimulated by its
comparatively low cost, as well as by favorable performance characteristics
such as high underfoot comfort, noise absorption, durability and wear
resistance.
Nonresidential building market to lead gains

Residential building applications will continue to dominate overall flooring

and carpet demand through 2012, although gains will be limited by a
deceleration in residential building construction spending in a number of
parts of the world. Demand for flooring and carpets used in nonresidential
buildings, the second largest market segment, will outpace total floor
covering sales, fueled by continued growth in nonresidential building
construction expenditures in Western Europe, Latin America and the
Africa/ Mideast region, and supported by renewed strength in the US
market and a modest recovery in Japan following a period of extreme
sluggishness. Consumption of flooring and carpets used in transportation
equipment and all other applications will be spurred by growth in global
motor vehicle production, with increased spending for nonbuilding
structures and industrial equipment also contributing to future market
gains.

Study coverage

This new industry study, World Flooring and Carpets, presents historical
demand data (1997, 2002, and 2007) plus forecasts for 2012 and 2017 by
product, market, world region and in 31 major countries. The study also
assesses market environment factors, details company market shares and
profiles leading competitors.

SWOT ANALYSIS OF CAPE TOWN CARPET INDUSTRY

Strength, Weakness, Opportunity, Threat

It will be rather simplistic to select features/developments and describe
these as strengths, weaknesses, opportunities and threats (SWOT). The
reality is too nuanced to allow such labored descriptions. The localization
of weaver-force; dyers; designers, card-cutters, loom fabricators and
traders- the pool of competencies and resources- is a major strength but
this is no longer handloom-dedicated and in that sense, is getting
dissipated.
When market conditions deteriorate, the stakeholders-particularly weavers
exit; correct the supply side and thus prevent terms of trade from
worsening below a minimum mark.

The legal framework also can provide a bulwark against the terms for
weavers deteriorating below a minimum mark. At Cape Town, absence of
occupational alternatives and legal framework contribute to free fall. This
weakness is responsible not merely for worsening of weaver wage levels but
also for lack of initiative to shore up the competitive strength of the sector.

There are market and product development opportunities for the cluster.
There is scope for growth in overseas market. On the other hand, there is
multiple threats- Carpet weaving becoming completely unrewarding
occupation. On the whole, the cluster is facing an uphill task of recovering
lost ground.

STRENGTH

• Traditional Value
• Availability of skilled weavers
• All the back word linkages are available
• Being a famous tourist place good Connectivity with major cities
• Existence of strong Traders

WEAKNESS

• Dependency on one product

• Highly unorganized cluster
• Over work force
• Products are relatively costly because of use of costly yarn
• Need of Dry Cleaning
• Inferior quality of dying
• Low credit from financial institutions
• Infrastructure is bad
• Brand Equity of product is declining
• Decline in wages of weavers
• No regular work for weavers
• Common Facility Center
• No Training institute
• 80 % import (OGL)

OPPORTUNITY

• Product diversification
• Exploration of new market
• Export
• Reduction in custom duties on Yarn
• Product/Design patenting
• Tax free

THREAT

• Competition from other clusters

• Decline in demand of Carpet
• Increase in demand of value added products
• Increase in demand of low cost power loom products

SWOT ANALYSIS OF MARKET

STRENGTH

Market

• Diversified customer base.

• Large Domestic Market
• Strong presence in Domestic Market with diversified customer base.
• Adequate Marketing Network.
• Steady increase in market demand provided impetus to the demand.
• Diversified customer base.

Input Availability

• Ample availability of raw material and consumables

• Easy availability of Packaging Materials Technology
• Availability of Customised Manufacturing Facilities.
• Availability of low cost manufacturing facilities
• Demonstration effect (cluster rapidly adopt the technological changes)
• Combine conventional and automatic manufacturing method to provide a
cost effective product to the cluster.
HRD

• Industrial harmonious relation in the entire cluster.

• Most of the jobs are learnt by workers while doing it.
• Manpower is easily available but revaises to be trained by units.
• Young and Educated next generation.

Business Environment

• Long Standing Relationship with Customers, ensures stable business

environment.

WEAKNESS

Market

• Micro & SSI firms are not able to get the advantage of Government
Scheme for Price Preference over large scale units while participating in
Tender.
• Lack of bench marking and brand building practices / concept.
• Lack of clear understanding about market prospects in export market.
• Limited clientele of export.
• Gradual increase in import
• Poor presence of Middleman / Traders in Marketing Channel
• Limited product range of cluster products
• No joint marketing efforts

Input Availability

• Lack of infrastructure to meet the international quality requirements.

• High cost of raw materials marginalized the profit margins.
• No focus on supply chain management.
• Lack of enough space in majority of units.
• Lack of inventory planning, high inventory level.
• Inadequate access to credit.
• High cost of transportation & improper logistics management resulting
high freight cost

Technology

• Conventional and Moderate level of Technology creates partial

Technological obsolescence.
• Insufficient access to technology
Innovation Capability
• Lack of R&D for upgrading production process
• Lack of New Product Innovation Services
• Lack of New Design Inputs
• Hardly any change in Quality control, Manufacturing Process etc. in last
8– 10 years.

Skill

• Lack of developed knowledge base

• Lack of Organizational Skills
• Lack of diverse Work Force outside the family leads to lack of fresh
thinking.
• No formal Skill Up gradation Training Facility
• No Manpower Planning.

Business Environment

• Increased market competition

• Changing Business Environment

OPPORTUNITY

Market

• Raw material, Man Power and Consumables are available in ample

quantity.
• Provision of price preference to SSI units.
• Boom in IT & Telecommunication Sector, Construction & Manufacturing
sector will certainly provide the tremendous market for the competitive
firm.

Input Availability

• Reduction in Custom Duty on raw material provides easy availability of

raw material at competitive prices.
• Competition is going to make available the latest Plant & Machinery, etc

Technology

• Success of Liberalised Policy has encouraged no. of manufacturing units

 to produce / expand the acceptable quality product range.
• Cluster units can upgrade the technology by availing the crediting under
CLCSS.
• Large scope for adopting advanced technology.
• Prospects for establishing for Testing Centre & R&D Lab.
• Interventions under MSECDP will provide the advent of Latest
Technology.

Innovation Capability

• Participation in National and International Trade Fairs and Exposure

Visit
to technology based manufacturing hubs may make the entrepreneurs
and their technical persons more innovative and creative.

Business Environment

• Changing Business Environment can provide ample opportunity for

competitive and enterprising firms.
• Units can grow if large companies are formed by joint ventures.
15.3.6 Skill
• Participation in Awareness Programmes / Trainings can improve the
Skill base and knowledge of workers and staff.

THREAT

Market

• Delayed Payment Practices and major Government / Quasi Govt., PSU,

Cluster Buyers.
• Inter and Intra Cut throat competition among SSI & Micro firms.
• Low Volume of operations by cluster firms leads to higher cost
production.
• Import is going to increase in coming years.
15.4.2 Input Availability
• Shortage of Working Capital.
• Low Capital base and small size of operations render the firm vulnerable
to external shocks.
• Increase in Raw Material prices.

Technology

• Insufficient access of Technology and Credit.

• Technology can impose major threat unless it is changed/modernized.
• Slow pace of Technology Development.
• Techno logy in IT, Telecommunication, etc. undergoing changes at rapid
pace.

Innovation Capability

• No facility available for Product Design & Development.

• Absence of innovative approach in business operations.

H.R. Practices

• Lack of diverse Work Force.

• No second ties management and lack of system and control lead to
increased dependence on the promoter.
• Lack of skill base to adopt latest technological know-how.
15.4.6 Business Environment
• Volatile input costs – fluctuation in prices of Glass Rods principal raw
materials, constrains the cluster firms pricing flexibility.
• Traditional enterprise management system of cluster firms is not able to
cope up with the changing business environment.

Cluster Vision

By the year 2010 Carpet cluster in and around Cape Town will have
evolved into a dynamic cluster and develop its domestic as well as export
market by quality improvement, cost reduction, diversification, innovation,
improved customer satisfaction by branding and niche marketing.
K.C Flooring and carpets was established in 1969 by Mrs. H. Winter. What
started as a small family business soon became one of the bigger Flooring
retailers in the Western Cape. In 2003 K.C Flooring & Carpets joined the
Top Carpets group which is the biggest flooring group in the country with
more than a hundred members nationwide. K.C Flooring & Carpets is one
of the biggest members in the group and also have one of the owners on the
board of Directors of the Top Carpets Group.

We supply and fit all floor coverings, incl. laminates, wooden flooring, vinyl
flooring and sanding and sealing of wooden floors. We have accounts with
all major factories in the flooring trade and our workmanship carries a five
year guarantee.

K.C Flooring & Carpets is also a big player in the commercial market with
long standing relationships with Garden Cities, Cipla Medpro, Naspers,
Eskom and parliament to name a few.

Although our prices are very competitive we pride ourselves in our service
and workmanship and customer satisfaction is ultimately our goal at the
end of the day.

We offer free quotations and our specialist flooring representatives will

help every customer choose the correct floor to suit her or his needs.

We are also a member of TOP CARPETS GROUP.

KC Flooring and Carpets are the carpet flooring specialists in Cape Town
who have the widest selection of carpets to offer, from the big brand names
such as the following:

• Nouwens
• Protex
• Belgotex carpets
• Nexu
• Marley

Along with these great carpet flooring products, KC Flooring and Carpets
has the following services to offer which you may be searching for:

• All workmanship fully guaranteed for 5 years

• Only first grade materials used
• Supply and fitment of all carpet flooring
• Personalized service
• Carpets, vinyl and coir
• Laminated wooden flooring
• Blinds and central vacuum system
Agreement between Ashok Carpet India and KC Flooring and
Carpet Cape town
Ashok Carpet India has a legal agreement, under the government
supervision to promote Indian Carpets in South Africa, with the carpet
industry in Cape Town. KC Flooring and Carpet Industry in Cape Town is
one among the best manufacturers and seller of carpet in South Africa as
well as the world.

The agreement has been laid down where Ashok Carpet will be exporting
carpet from India to KC Carpet Cape down for next Five Years starting
from 1st January, 2011 to 31st December, 2016.
Under the agreement the KC Carpet will be displaying the Indian Carpets
separately at its shop at a separate window for next Five Years. The section
will be well differentiated and classified so that the customers are well
aware of it.
The carpets will be transported from Bhadhoai to Mumbai through
railways, from Mumbai it will be shipped to Port of Cape Town.
This is the initiative taken by the government to promote the trade of
carpet in South Africa.
Marketing Strategy
Products
The products exported by Ashok Carpets India

1.Hand Knotted Carpets

Our hand knotted carpets are highly demanded in the market due to their
extraordinary features. We have very special artisans helping us to deliver
our customers the best quality of carpets in low price. Our hand knotted
woolen carpets are very much competent to give your feet warming touch
in the winters. Also we use very high quality of silk to manufacture our silk
carpets thus we are leading hand knotted silk carpets manufacturer and
exporters in India.
Ranges:-
•Hand knotted wool carpets
We are the renowned manufacturer and exporter of hand knotted wool
carpets made using superior quality wool. These wool carpets are designed
by our team of artisans in the most appealing design style, suiting to the
taste of the customers by keeping the latest trend in mind.
•Hand knotted silk carpets
We are the prime manufacturer and exporter of hand knotted silk carpets,
which are made using pure silk. We provide high quality silk that gives the
elite look to the carpet and give an attractive appeal.

2.Hand Tufted Carpets

We are a distinguished tufted modern carpets manufacturer. Our hand
tufted carpets are very popular in the market due to their fabulous design
and attractive look. We use high class raw material to manufacture tufted
carpets thus they are very much durable. We manufacture expert quality
of hand tufted Persian carpets that are widely used by many distinguished
personalities. With the help of our highly skilled employees and artisans we
are able to be named among known tufted carpets suppliers in India.
3. Handloom Carpets
We have earned a high repute as rare quality Indian handloom carpets
manufacturer. Our handloom carpets are very much attractive as they are
made with the use of real raw materials. Also our handloom woolen carpets
are very much inexpensive and highly demanded in the market hence we
are famous exporters of them in India. We have expert weavers for
manufacturing high quality handloom carpets as a result we get very high
demands for them. We supply them on proper time as a result we are a
highly recommended destination for handloom carpets.

4. Shaggy Carpets
Our name is highly appreciated as shaggy carpets manufacturer in India as
we make high quality of carpets with the help of artisans with exceptional
skills. Our shaggy leather carpets have blended touch of modernity as a
result we get high demands for them from different parts of the world. Also
our shaggy leather carpets are very much comfortable as they are made by
fine materials and are designed by talented designers. We provide our
customers the shaggy carpets at very low prices. We are credited to be
counted as leading handloom shaggy carpets manufacturer and supplier in
India.