Moradabad is a city in Uttar Pradesh state of India. It was established in 1600 by Murad, the son of the Mughal Emperor Shahjahan as a result the city came to known as Moradabad. It is the administrative headquarters of Moradabad District. Moradabad is situated at a distance of 167 km (104 miles) from the national capital, New Delhi, at the bank of River Ram Ganga (a tributary to the great Ganges). The city is famous for its huge export of brass handicrafts to North America and Europe and is also thus called ‘Brass City’ or PeetalNagri (in the local language).It has close to four million citizens of various ethnicities and religions.

Moradabad is situated at a distance of 167 km (104 miles) from the national capital, New Delhi, at the bank of River Ram Ganga (a tributary to the great Ganges). The city is famous for its huge export of brass handicrafts to North America and Europe and is also thus called ‘Brass City’ or Peetal Nagri (in the local language). It has close to four million citizens of various ethnicities and religions. Moradabad is renowned for brass work and has carved a niche for itself in the handicraft industry throughout the world. The modern, attractive, and artistic brass ware, jewellery and trophies made by skilled artisans are the main crafts. The attractive brass ware is exported to countries like USA, Britain, Canada, Germany and Middle East Asia. Recently other products like Iron Sheet Metalware’s, Aluminium Artworks and Glassware’s have also been included as per need of the foreign Buyers. Mentha is also exported in several crores from Moradabad. These products are very popular in foreign market and are being exported in thousands of crores every year. Due to increase of exports and popularity in foreign specially in Europe, America, Italy and other countries, a large Number of exporters are establishing their units and started their export. Out of the seven industrial corridors declared by the State Govt. in Industrial Policy 1999-2002, Moradabad is one of them.

This city is situated in western U.P. between 28°-21′ to 28°-16′ Latitude North and 78°- 4′ to 79 Longitude East. Presently it is an Administrative, Industrial and Commercial city. After the establishment of Divisional Commissioner Office, its importance and status has further been elevated. This city lies on National Highway 24 from traffic and transport point of view and is a main Railway Station, also Divisional Headquarters of Northern Railways, on HAWRA & AMRITSER main line. It is very well connected with main cities like DELHI, MORADABAD, INDORE, PATNA, HARIDWAR, etc. by Rail and Road transport. Ramganga river flows in the north east and Ganga river is there in south west of the city.

Moradabad district has a total forest cover of around 64 Hectare. The main tree species inMoradabad include Sheesham, Jamun, Tamarind, Mango, Semal and Dhak, among others. Apart from sand, there are no mineral/ mining resources available in Moradabad. Sand mining is also done on a small scale as per permissible limits. 75% of the district’s population is engaged in agriculture. It has a total cropped area of 3.11Lakh Hectare and the major crops grown are Paddy, Wheat, Pulses (Lentil, Urd), Oilseeds (Mustard/ Toria), and Sugarcane. District Moradabad has 3 sugarcane mills producing crystal sugar.

Moradabad is a major industrial district and export hub. Majority of the industrial units areengaged in metal craft manufacturing and trading. Other than metal, the city has a goodpresence in readymade garments, chemicals, wood, and glass works. In agriculture, sugar, riceand mentha has a good production and export value from Moradabad.

Metal products and Chemical sector of MSME with 4950 units in the district is the most prominent and economy contributing sector of the district. It is followed by sectors such as “Repair and installation of machinery and Equipment,”“Misc. Manufacturing” with 1445 and 2900units, respectively. Also, it is important to mentioned that around 25000 household unregistered small units related to metal craft functioning in Moradabad and employing three lakh plus people. Figure 1: MSME landscape of the district Out of total population of 3126507(2011 census), 17,97,327 are working population. Out of total working population, 68.99% are working in other industries, 57% are cultivators and agricultural labourers and 18% are household industry workers.

The total export from Moradabad is approximately INR5969 Crore for the period September 2020 to November 2021.

Metal craft of Moradabad is a nearly 400 years old art heritage.

Metal craft of Moradabad is a nearly 400 years old art heritage. This art started during the Mughal era and flourished across the country and now famous all around the globe for its variety of brassware and other metal crafts. Due to its extensive work on Brassware, Moradabad is also known as the “Brass City” or “Peetal Nagari”. Considering the traditional heritage, recognition of the products, global acceptance, and the number of artisans involved “Metal Craft” is selected as the focus product for Moradabad district under ODOP Scheme. Moradabad Metal craft has also got Geographical Indication tag in 2013.
Art metal-ware handicrafts are famous for the aesthetic appeal they carry. Metal idols are preferred for worship in India; thus, art metal-ware handicrafts have historical significance. It is being used in the country since Indus valley and Harappan civilization. It is believed that the brassware industry originated from Moradabad and spread to the rest of the country. It is said that Muslim families from Persia who settled in this city introduced the modern brass craft as they brought with them the art of intricate design and sophisticated tools. In 1920s, an American firm started to engrave thermos flask covers in Moradabad. Slowly the town extended its export work in the foreign market and carved its name in the handicraft industry throughout the World. In the beginning, Moradabad metal industry is reported to be in the hands of a class of persons known as 'potters’. Their range of production was limited to utensils only. However, soon afterwards brassware industry was truly set up with the entry of few enterprising Muslim families. They introduced new tools and diversified production. The market for the handicraft’s items of Moradabad was widened with the impact of their knowledge of Muslim culture as well as the need of the foreign countries. Different varieties and shapes of house-hold articles that Were in demand in the foreign markets were produced at Moradabad.

At present, Brass,Aluminium& Irons are being use in metal craft manufacturing items.Brass metal is an alloy of Copper and Zinc, and the quality of the metal depends on the percentage composition of both these metals. Various processes involved in the manufacturing of brassware. The task of making a brassware requires a team of skilled artisans having a considerable expertise in various areas of craftsmanship. For instance, a skilled engraver is needed for the task of engraving, a skilled enameller needed for the task of enamelling; similarly, many others are required for additional responsibilities.

The following are the key products manufactured in the cluster: 1. Artware: It consists of table lamps, lanterns, flower vases, stationery items, photo frames, and multiple decorative items. These artware are made from Brass, Aluminium, Iron, Wood, Glass or combination of any of these depending on the nature of the finished product or the buyer’s demand. These products are mainly for international markets. 2. Utensils: Metal lamps (diya), candle stands, pooja set, idols of gods, sindoor box, etc. are the daily household utilities and have a local market. The demand for these products increases during festival times. Major buyers are form Haryana,Rajasthan, Maharashtra, and Tamil Nadu. 3. Artificial Ornaments: Bangles, Belts, artificial jewellery, etc. ;

Moradabad Metal artware has been awarded Geographical Indication (G.I.) status in 2013 and is valid upto 2029. Moradabad Handicrafts ExportersAssociation is having rights of G.I. Tag under “Handicraft Goods” categoryvia certificate number-205. ;

► Artisans
► Manufacturers
► Exporters
► Financial Institutions
► District Industries Center
► Export Associations
► Export Promotion Council for Handicraft (EPCH)
► Indian Industries Associations (IIA)
► Other District Level Associations

Following are six principal Industry Associations/SPVs that are working for the development of Metal artware in Moradabad:
► Export Promotion Council for Handicrafts (EPCH)
► Moradabad Handicrafts Exporters Association (MHEA)
► Brass Artware Manufacturers (Exporters) Association
► Indian Industries Association
► Moradabad Handicrafts Exporters Association (MHEA)
► Moradabad Brass Karkhanedar Association ;

District is exporting under above three HSN codes, whilebrass items are being use for households’ items & iron and aluminum are being use for traditional items.

District is exporting under above three HSN codes, whilebrass items are being use for households’ items & iron and aluminum are being use for traditional items. Here it is important to mention that above all three codes are not limited to Metal craft and other itemsare also being manufactured and exported. ;
Current Scenario The export scenario of India and Uttar Pradesh have been analysed basis the export statistics of HS codes mentioned above under which Metals especially brass products are exported. Alongside are the key facts pertaining to the analysed product codes. Based on our analysis, we have identified key synergies that should be developed to expand our current reach and potential; These synergies are divided into immediate and long term. The immediate synergies include countries with Signed FTA’s, high growth potential, and one is catered by India and not UP. Whereas the long-term synergies include countries with untapped market potential whichcan only be fulfilled if UP’s exporters comply and raise the quality of the product to the higheststandards, freight rates are more subsidized and major effortsis required in marketing which will require time to accommodate the same.

Product 741999: India's exports represent 8.3% of world exports for this product, ranking it number 2, behind Germany. The value of India’s exports has gradually decreased since 2016-2020, There has been a decrease by CAGR 6% in the past 5 years, and as per data FY 2016-20 for exports from India.
Uttar Pradesh exportsthis product to US, UK, Saudi Arabia, UAE, Netherlands, Germany, China, France, Sweden, Australia, and Canada.Below figure shows the top importers for this product (741999) in the world: Product 761699:India's exports represent 1.8% of world exports for this product, its ranking in world exports is 16 Graph: 3 Top 10 Importers of product 761699 importing from India Graph: 4 Top 10 Exporters word wide (761699) Product 732690:India's exports represent 1.6% of world exports for this product, its ranking in world exports is 17

Product Diversification is one of the most crucial product uplifting strategies which in turn is animportant part of a product’s export. This plays a vital role in any products exports as it is a product uplifting strategy. Most artisans/Manufacturerare not bothered about changing their product range and they fail to understand that it is an integral part of comprehensive marketing. Diversification can be brought in the cluster by:
1. Development of a new products: The artisans/Manufacturer of the district should be encouraged to diversify the product categories and must be provided with enough resources to create innovative products without losing the ancestral essence of the craft. . 2. Modifications of Existing Product manufacturing process It has also been found that most of the artisans/manufacturers use no strategy for making modifications to the existing products in the light of design and fusion.

The country’s Rs.15,000Crore fragrance and flavors market (aromatic sector) is witnessing buoyant times with consumption demand going up in the FMCG sector, rapid penetration in the rural market and growing acceptance of India items in the global market.

The country’s Rs.15,000Crore fragrance and flavors market (aromatic sector) is witnessing buoyant times with consumption demand going up in the FMCG sector, rapid penetration in the rural market and growing acceptance of India items in the global market. India represents one of the leading consumers and exporters of aroma chemicals in the Asia Pacific region. It exported raw herbs worth USD 330.18 Million during 2017–18 with a growth rate of 14.22% over the previous year. Market growth is supplemented by the growing usage of essential oils among industries coupled with increasing disposable income. Medicinal and aromatic plants (MAPs) are receiving considerable attention all over the world because of their vast untapped economic potential, especially in the use of herbal medicines. The Mentha arvensis (menthol mint) is an important essential oil-bearing plant and the menthol crystallized from the essential oil, de-mentholated oil and specific terpene fractions thereof are widely used in food, flavour, pharmaceutical and cosmetic industries.
Menthol mint is cultivated in a large area in the Indo-Gangetic Plains in the states of Punjab, Haryana, Uttarakhand, Uttar Pradesh and Bihar, with maximum area in Uttar Pradesh. Around 92 per cent of Mentha production in the country now owes its recognition to UP, which also comprises 86 per cent of Mentha production in the global marketplace. Uttar Pradesh is amongst the top exporters in India and ranked 5th amongst the landlocked states on Export Preparedness Index 2020. The state primarily exports meat, apparel & clothing, handmade carpets, footwear etc. The merchandise exports from Uttar Pradesh reached USD 16.29 billion in 2018-19 and USD 12.82 billion in April-December 2019. India has emerged as the largest producer and as an export hub for Mentha oil and its derivatives. The country contributes around 80% to the total global Mentha oil production. The figure alongside represents the share of principal commodities exported from the state in 2018-19.

Mint or Mentha (Mentha arvensis) are aromatic herbs belonging to the genus Mentha and the family Lamiaceae. Most species are perennials with leafy runners, stolon’s or underground rootstocks. Mentha species are cultivated in various parts of the world. It grows wild in Europe while it is cultivated in Japan, England, France, Italy, the USA, Bulgaria, Russia, and India. Mentha Citrata (Eau de Cologne mint), Mentha Arvensis and Mentha Piperita are the most common Mentha species.
1) M.arvensis ((Japanese mint) is a downy, perennial herb, spreading by rootstocks which creep along the ground or just under the surface and root at the nodes. There are three horticultural varieties in this species. 2) M. Piperita spreads by a system of branching, underground rootstocks and grows to a height of 45 to 90 cm (l.5 to 3 ft). 3) M. Citrata grows up to 30-60 cm height, with decumbent branches and erect ends. The leaves are 1.25-5.0 cm long, thin, bronzy-green, petiolate: smooth. M. citrata is a hybrid between M. aquatica and M. Viridis. Mentha Citrate is widely used in Perfumery, Mentha Arvensis is used as a flavoring agent, cough medicines, cigarettes, and drinks and Mentha Piperita is used in in medicines and culinary products. Although the genus Mentha comprises more than 25 species, the one in most common use is peppermint used as a natural pesticide and Mentha (Mentha Arvensis) for producing Mentha oil. Indian production of Arvensis rose rapidly from the start of the 2000’s. India is the highest producer and exporter of Mentha oil and its derivatives in the world. The other major producers are China, Brazil, the US, and Japan. During the last five years, India has exported nearly 1,500 tonnes to 20,000 tonnes of mentha oil and its derivatives each year. This sector has come to occupy an important place in terms of its contribution to national output, employment, and exports. Demand for mint and mint products is expected to continue to rise. It is estimated that global demand continues to increase by 3-5% a year. In this scale of market, this is a substantial additional volume that is required by the market each year and creates significant opportunities for new entrants.

There is NO G.I. Tag applied by cluster stake holders for Moradabad District. ;

Cluster

5.3.1 Following are principal Industry Associations/SPVs that are working for the development:
► Indian Industries Association
► Agriculture and Processed Food Products Export Development Authority (APEDA) ;

The export scenario of India and Uttar Pradesh have been analysed basis the export statistics of HS codes 29061108045024 under which Menthol and other product of Mentholmangoes and mangosteens are exported.

Current Scenario The export scenario of India and Uttar Pradesh have been analysed basis the export statistics of HS codes 29061108045024 under which Menthol and other product of Mentholmangoes and mangosteens are exported. Alongside are the key facts pertaining to the analysed product code. ;

► India's exports represent 38.7% of world exports for this product, its ranking in world exportsis 1
► There is NO direct export of Mint product from the Moradabad district. Rampur and Sambhal districts adjoining to Moradabad is exporting the Mentha products.
► Product 290611080450: India exported this product to Saudi Arabia, UAE, Yemen, Netherlands, UK, Kuwait, Oman, USA, Qatar, China etc. Below figure shows the top importers for this product (290611080450) in the world:

The economy of the cluster is heavily dependent on agriculture products. Approximate Export turnover of the Rice, is INR 34.77 Cr.

The state is a leading producer in agriculture products like rice, wheat, sugarcane etc. The economy of the cluster is heavily dependent on agriculture products. District has a total cropped area of 3.11 Lakh Hectare and the major crops grown are Paddy, Wheat, Pulses (Lentil, Urd), Oilseeds (Mustard/ Toria), and Sugarcane. Districts have 3 sugarcane mills producing crystal sugar. Rice farming is about to domestic consumption, it is observed that farmers of district are focuses on cash crop like farming vegetables and sugarcane more actively.

Rice: Any rice other than Basmati Rice is named as non-Basmati rice. In the world it has been reported that there are over 10,000 varieties of rice and out of which the maximum number are in India.

Rice:Multiple varieties of rice exist including short-grain, medium-grain, and long-grain varieties.;

Cluster Stackholders

Following are principal Industry Associations that are working for the development of Rice:
► Agriculture and Processed Food Products Export Development Authority (APEDA)
► Indian Industries Association (IIA)
► Rice Export Promotion Forum (REPF)
► Participatory Rural Development Foundation (PRDF) - PRDF is a Gorakhpur based philanthropic organisation founded Dr. Ram Chet Chaudhary, a leading Agri-scientist working for the benefit of farming community of North India ;

► International Rice Research Institute (IRRI) - world’s premier research organization dedicated to reducing poverty and hunger through rice science; improving the health and welfare of rice farmers and consumers; and protecting the rice-growing environment for future generations
► National Rice Research Institute, Cuttack (NRRI) - The National Rice Research Institute is located in Cuttack in Odisha state. The basic objective of institute is to conduct basic, applied, and adaptive research on crop improvement and resource management for increasing and stabilizing rice productivity in different rice ecosystems with special emphasis on rainfed ecosystems and the related abiotic stresses
► U.P. Council of Agricultural Research (UPCAR) - The UPCAR is an autonomous apex state organisation registered as a society, which plans, co-ordinates and promotes research, education, training, and transfer of technology for advancement of agriculture and allied sciences. The UPCAR was established on June 14, 1989, with its headquarters at Moradabad.
► Agriculture Department
► Krishi Vigyan Kendra (KVK)

The export scenario of World and India have been analysed basis the export statistics of HS code 100630 (Semi-milled or wholly milled rice, whether polished or glazed)under which non-Basmati rice is exported from Moradabad district.

Current Scenario The export scenario of World and India have been analysed basis the export statistics of HS code 100630 (Semi-milled or wholly milled rice, whether polished or glazed)under which non-Basmati rice is exported from Moradabad district. Alongside are the key facts pertaining to the analysed product code. India’s export compared to world is very low (approximately 29.76%). ;

1. Rice: HS Code 100630 (Semi-milled or wholly milled rice, whether or notwhether polished or glazed) 1.
► India's exports represent 36.3% of world exports for this product, its ranking in world exports is 1
► There is no Direct export of product from District
► The total exports of product from Moradabad district as per HS code 100630 are around INR 34.77 crores in the period September 20 to November 2021.
► India's exports represent 29.8% of world exports for this product, its ranking in world exports is 1.
► India exported this product to Iran, Indonesia, Malaysia, Bangladesh, Yemen, China, Saudi Arabia, Sri Lanka, USA, Nepal etc.

Rice: Product Diversification is one of the most crucial product uplifting strategies which in turn is animportant part of a product’s export. Currently, only the grains of rice are being sold directly in the market. Knowing the health benefits of the product an initiative can be made for product diversification to manufacture value added products such as chiwda, poha, brown rice, rice noodles, idli&dosa batter.
The broken rice can be used to create flour. Rice flour is gluten-free; therefore, it is an alternative for producing gluten-free products. Rice flour is also hypoallergenic. Thus, it can be utilized for producing baby food, puddings, and other food products. Due to the decreased risk for people with sensitivities, food companies prefer rice flour to other varieties of flour. Thus, it is economically justifiable to grind broken rice to produce flour for such applications. With adequate upgradation of technology in the cluster the farmers/ millers can sell by-products and generate additional income by manufacturing by-products from Rice Husks, Brans and Straws; the following are their uses: Wheat: Focus on production of flour, cracked wheat, cereals, cookies etc.