INTERNATIONAL MARKETING RESEARCH
Export Potential of Banarasi Silk Saris from India to USA
By: Jayeeta Bhattacharya Roll Number 19 Presented to: Professor Sri Ram Khanna In Partial Fulfillment of Paper 525 of Semester II Masters in International Business, Department of Commerce Delhi School of Economics, New Delhi, India On April 6, 2012
I, Jayeeta Bhattacharya, student of Master of International Business, Delhi School of Economics, 2nd Semester, hereby solemnly undertake that this project is undertaken solely for the purpose of research and is in requirement for the completion of the semester course at the programme. The complete study has been done with all sincerity and honesty. No information has been lifted from any sources without their legal consent. All the sources have been mentioned wherever quoted and all the facts have been supported by the relevant references. All the information collected and published will therefore be used for studies relating to the course and further up gradation of the knowledge and skills of the fellow members.
I would like to express my heartfelt thanks & sincere gratitude to my guide Professor Sri Ram Khanna for his support, guidance and help, which were invaluable during the course of this project. I would also like to take this opportunity to thank each and every one who has assisted me in completing this endeavor in the best possible manner, especially my group members who were my valuable critics. I thank them for their selfless help and for being there whenever I needed them. I thank them for sparing their valuable time and energy and providing me with valuable inputs and suggestions to help me complete this project. Last but not the least a word of thanks to all classmates, friends and family members who, with their suggestions and comments, helped me complete the project successfully.
Jayeeta Bhattacharya MIB Batch 2013 iii
Undertaking Acknowledgement Contents List of Tables List of Figures Executive Summary Research Problem List of Information Needed Research Methodology Chapter 1 Introduction Chapter 2 Export Trends of Banarasi Sari Chapter 3 Analyzing Export Potential 3.1. Dependence on Chinese yarn: 3.2. Power Loom Imitation 3.3. Selling market for Saris 3.4. Government’s Role 3.5. Technology Upgradation of Looms 3.6. Other developments Chapter 4 Estimating Market Potential in USA Chapter 5 Primary Research Required 5.1. Sample size for primary data 5.2. Time Budget 5.3. Financial Budget ii iii iv v vi 1 2 2 2 3 4 5 5 7 9 10 11 11 12 14 15 15 15 16 16 20 22
1. The Relevant Websites (“Nuggets”) 2. Highlights of “nuggets”
LIST OF TABLES
Table No. 2.1 3.1.1 3.4.1 4.1 5.1 5.2 5.3
Title Export of natural silk goods from Banaras Selling Market for Banarasi silk Saris Budget allocation for Handloom sector by GoI Major countries of silk export from India Primary data collection method Time Budget Financial Budget
Page No. 4
9 10 12 14 15 15
LIST OF FIGURES
Table No. 3.1.1 3.2.1 4.1
Title Changes in Indian Silk Tariffs and Silk Imports Trademarks Indian Population Outside India
Page No. 6
INTERNATIONAL MARKETING RESEARCH
Export Potential Of Banarasi Silk Saris
The research design proposed here aims to study the potential for export of Banarasi Saris, known for its fine quality and exquisite style, from India to the USA in light of the problems and challenges faced by the industry in the wake of competition from power loom imitation, dependency on Chinese yarn, lack of laws or their implementation to aid weavers, and lack of international recognition. Banaras (now Varanasi) has long been famous for its Brocades and Saris. These saris are historically considered to be among the finest saris in India and are known for their gold and silver brocade or zari, fine silk and opulent embroidery. Highly sought...
References: 1. Singh, Amrita; Naik, Shailaja D.; ‘Status of Banaras weavers: A profile’, Karnataka J. Agric. Sci., 22(2) :(408-411) 2009 2. Singh, Amrita ‘A PROFILE OF BANARAS SILK SAREES’, Master’s Thesis submitted to the University of Agricultural Sciences, Dharwad, July 2008 3. Kodkani, Rahul ‘Varanasi Weavers in Crisis’, UCSD Chapter,2007 (http://www.udai.org) 4. http://www.craftrevival.org/VaranasiCrisis/DiscussionPoints.htm 5. http://www.rediff.com/money/2007/apr/21spec.htm 6. http://commerce.nic.in/adfin_raw_silk.htm 7. http://www.defence.pk/forums/world-affairs/87498-cheap-chinese-copies-shrink-indias-silk-sariindustry.html 8. http://www.csb.gov.in/publications/annual-report/ 9. http://www.indiachamber.org/about_us.htm 10. http://articles.economictimes.indiatimes.com/2009-06-12/news/27633612_1_geographicalindications-spread-awareness-geographical-exclusivity 11. http://articles.timesofindia.indiatimes.com/2009-09-18/india/28088590_1_gi-status-gi-registrationbanaras-bunkar-samiti 12. http://www.csb.gov.in/statistics/silk-exports-and-imports/countrywise-export-earnings/ 13. http://udyogbandhu.blogspot.in/2011/09/crucial-issues-of-silk-industry.html 14. http://articles.timesofindia.indiatimes.com/2010-08-28/varanasi/28280586_1_banarasi-silkindustry-chinese-silk-raw-silk 15. http://sanhati.com/articles/1064/ 16. http://articles.timesofindia.indiatimes.com/2011-09-10/varanasi/30138602_1_handloom-industrybhadohi-carpet-gi-tag 17. http://articles.timesofindia.indiatimes.com/2012-01-15/varanasi/30629395_1_loan-waiver-schemehandloom-interest-subvention 18. http://www.eximguru.com/export-import-news/round-one-to-banarasi-silk-6910.aspx
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