Bareilly is a city in the northern Indian state of Uttar Pradesh, located near Ramganga. It is a commissionerate district and falls under geographical region Rohilkhand. The city is 252 kilometres (157 mi) north of the state capital, Lucknow, and 250 kilometres (155 mi) east of the national capital, New Delhi.

It is the seventh-largest metropolis of Uttar Pradesh and the 50th-largest city of India. Bareilly also figured among the ambitious 100 Smart City project in India. The city is also known by the name Nath Nagri (known for the four Shiva temples located in four corners of the region – Dhopeshwar Nath, Madni Nath, Alakha Nath and Trivati Nath), Bareilly Sharif (AlaHazrat, ShahSharafat Miyan and KhankaheNiyazia (derived the famous Muslim Mausoleum)), Zari nagari and historically as Sanjashya (where the Buddha descended from Tushita to earth). The city is a center of furniture manufacturing and trade in cotton, cereal and sugar. Its status grew with its inclusion in the “Counter Magnets” list of the National Capital Region (NCR). The city is also known as Bans-Bareilly.

The Bareilly district is lying between 78.23’ longitude East and 28.10’ latitude North. It covers an area of 4120 sq.km. The district is bounded on the North by the Nanital district of Uttranchal, on the South by Badaun district, on the East by Pilibhit & Shahjahanpur districts and on the West by Rampur district. The Ramganga River makes the natural boundaries with Badaun district. Situated on the national highway 24. It is well connected by Railways & Roadways. Ramganga is the main river of the district and Bahgul, Shankh, Devrania, Nakatia, Kailasi are some other rivers flowing through the district.

► Air: Bareilly Airport located 6km north of the city is well equipped to carry air traffic. Regular flights to Delhi, Mumbai and Bengaluru are operating from Bareilly.
► Rail: Bareilly is a major rail junction connecting the northern and north-east lines. Trains from the north (including Jammu Tawi and Amritsar) and Delhi running east and northeast (to Gorakhpur, Barauni, Howrah, Guwahati and Dibrugarh) pass through Bareilly, and the city is also on the route from Uttarakhand to Agra and Mathura via Budaun. Many trains to railway stations in Uttarakhand pass through Bareilly.
► Road: Bareilly is well-connected through the railways and road network. The city lies on the National Highway 30 (NH 30 - according to the new National Highway system in India). Bareilly is on the Moradabad-Lucknow route.

Bareilly district occupies a part of Ram Ganga sub-basin of Ganga basin being close to the complex watershed of the main Himalayas. In the last few decades, with the rapid urbanisation, expanding industrialisation and increase in agricultural activities in the district, the demand of water has increased manifold. Since the ground water is the most dynamic natural resource for a dependable urban / rural water supply and assured irrigation.

Bareilly is a metro city in the northern Indian state of Uttar Pradesh. Standing on the Ramganga river, it is the headquarters of Bareilly Division and is a centre for the manufacture of furniture and zari. Geographically it forms the outer gateway to enter Uttarakhand State. Bareilly is the 4th city of Uttar Pradesh which has CNG fuel stations, after Lucknow, Kanpur, and Agra. Bareilly is the 7th largest metropolitan city of Uttar Pradesh and 50th largest metropolitan city of India. This fast-growing city is also known as Bans-Bareilly, due to its big bamboo market. Bareilly is also known as the counter-magnet city because it is equidistant from New Delhi and Lucknow and has a lot of potential for setting up industries to attract people to settle. The most prominent MSME sectors in the district are: Agro-based, cotton textile, woollen, silk, artificial thread-based clothes, ready-made garments, embroidery, wooden, wood-based paper and paper-based product. The industrial Landscape of the district is as follows. The most prominent sector is the readymade garments & embroidery – Zari-zardozi with around 3158 units employing 15312 with an investment of INR 70 Crs. This is followed by the wood and wood based and Agro based industry. Out of total population of 4448359 (2011 census), 1401971 are working population. Out of total working population, ~50% are cultivators and agricultural labourers. This indicates that agriculture is the main source of income in the district.

The total export from Bareilly is approximately INR 742.33 Crore for the period September 2020 to November 2021. The following table depicts the value of export of major products from Bareilly.

The art of zari has been associated with the aristocratic & royal persona of India for a long time. It is one of the most famous & elaborative techniques of metal embroidery. The craft of zari embroidery has been undertaken in various districts of UP since ages. The main craft centric areas of the state are Bareilly, Lucknow, Unnao, Shahjahanpur, Chandauli and Varanasi. The craft survived at these pockets on hereditary basis and spread to nearby districts. The craft flourished in Bareilly city and nearby area and become major economic activity. Now a days, Bareilly is known as ZARI-NAGRI.

Listed below are different kinds of zari work in the region: 1. Zardozi 2. Kamdani 3. Mina Work 4. Kataoki Bel 5. Mukaish 6. Tilla or Marori Work 7. Gota Work 8. Kinari Work

The following are the key products manufactured in the cluster: Zardozi Zardozi is a heavy and elaborate embroidery work which uses a variety of gold threads, beads, seed pearls and gota. Zardozi work is mainly done on fabrics like heavy silk, velvet and satin. It is used to embellish wedding outfits, heavy coats and other products. Zardozi embroidery is a beautiful metal embroidery, which was once used to embellish the attire of the Kings and the royals in India. It was also used to adorn walls of the royal tents, scabbards, wall hangings and the paraphernalia of regal elephants and horses. Kamdani Kamdani is light needle work, which is done on lighter materials like scarves, caps etc. using flattened wire. Ordinary thread is used, and the wire is pressed down to produce satin stitch effect. This effect produced is glittering and it is called hazara butti. In Kamdani, the wire is attached to a small length of thread is pulled through the fabric with a needle, beautifully working into motifs. This is also referred to as ‘fancy kaam’. Kamdani is becoming a rarity and most of the craftsmen are elderly men. is becoming a rarity and most of the craftsmen are elderly men. Gota Work Traditionally, gota ribbons were woven with a warp of flattened gold and silver wire and a weft of silk/ cotton threads and used as a functional trim on garments and textiles. While most believe that gota patti is the forte of Rajasthan alone, some also claim that it is, in fact, a form of Pakistani embroidery that originated in Punjab before spreading in popularity to neighbouring states. The handcraft is actually centuries-old and was traditionally the domain of the royal family & members of the court. Today, it’s a must-have in festive and bridal wardrobes. Kataoki Bel This is a border pattern made of stiff canvas and the whole surface is filled with sequins edging . A variation of this border technique is lace made on net and filled with zari stitches & spangles. Zari or Jari, is an even thread made of fine gold or silver, used to make traditional Indian or Pakistani embroidered fabrics, through an intricate art of weaving threads. Started during the Mughal era, Zari was associated with the grand attires of Gods, Kings and literary figures in literary sources. Mukaish This is one of the oldest styles and is done with silver wire or badla. The wire itself serves as a needle, piercing the material to complete the stitches. A variety of designs are produced in this manner. The craft of mukaish is easily identified as a dotted pattern in silver or gold metal, embedded in the body of lightweight fabric. Today, contemporary modifications of the traditional metal work can be seen both on fashion week runways and in sought-after ethnic ensembles. Tilla or Marori Work Also known as Abha work and Kashmiri Tilla work. Made with golden/ silver/ antique zari thread (Kasab/ Tilla). This is the kind of embroidery where gold thread is stitched on to the surface with a needle. Kinari Work Also known as Gota Patti Work, Gota-Kinari work or Lappe ka Kaam. It is a type of metal embroidery that originated in Rajasthan, India. The cities of Jaipur, Bikaner, Ajmer, Udaipur, and Kota are the epicentre of uniquely styled Gota work. Elaborate patterns are created with metals like gold, silver, copper etc. A small variation is kinari work where the embellishments are done only at the edges in the form of tassels. This is done mainly by men and women of the muslim community. It is applied on to the edges of a fabric to create fancy patterns and is popularly used in edging bridal sarees and lehengas. In Rajasthan, gota work is extensively done on Dupattas and Ghagras. Outfits adorned with gota work are popularly worn at auspicious functions. Mina Work Mina work resembles enamel work and makes use of gold threads. ;

The Geographical Indication Registry (GIR) has accorded the Geographical Indication (GI) registration to the intricate needle handicraft- Lucknow Zardozi and it was registered under the brand of ‘Lucknow Zardozi’ in the year 2013. The registration has been secured by Kalatmak Handicrafts Self Help Group Foundation, Lucknow. Bareilly District comes under geographical Identified area, but no significant progress is seen in Post G.I. Initiative in Bareilly.;

► Raw Material Suppliers
► Manufacturers
► Artisans
► Department of Handloom & Textile
► Ministry of Textile, GOI
► Master Craft Person
► Exporters
► Financial Institutions
► SIDBI
► DIEPC/MSME-DI/UPID
► DC-Handicraft

Following are principal Industry Associations/SPVs that are working for the development of Zari-Zardozi in Bareilly:
► Indian Institute of Fashion Technology (IIFT)
► Sahu Ram Swaroop Mahila Mahavidyalaya (SRSMM ;

HS codes under which the product is exported from the district:;

The export scenario of India and Uttar Pradesh have been analysed basis the export statistics of HS code mentioned above under which Zari-Zardozi 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 which can only be fulfilled if UP’s exporters comply and raise the quality of the product to the highest standards, freight rates are more subsidized and major efforts is required in marketing which will require time to accommodate the same. ;

► The total exports of Zari-Zardozi products from Bareilly district was approx. INR 25 Lakhs in year 2018-19.
► Other prominent products exported from Bareilly District are Rice and processed Meat.
► There are more than 10 HSN Codes which may be used for Exports of Zari-Zardozi but here analysis of one prominent HSN code has been done.
► The cluster has tremendous export potential, but owing to lack of proper market assessment mechanism, changing design patterns, specific demand preferences the export is very less.
► Hence, it was pointed out that the proper study of the foreign market, region specific demand patterns to be ascertained. Along with that, a common platform to be created where there can be an integration between the exporters and importers, thereby making the export ecosystem robust and effective.
► Zardozi products do not have specific HSN codes. Based on stakeholder consultations, following HSN codes were mentioned for the product. Product: 581092: Embroidery of man-made fibres on a textile fabric base, in the piece, in strips or in motifs. India's exports represent 4.1% of world exports for this product, its ranking in world exports is 4, behind China, Turkey, and Hongkong. The value of India’s exports over the last 5 years have. Uttar Pradesh exports this product to UAE, Italy, Saudi Arabia, China, USA, Turkey, Hong Kong, Japan, Thailand, Nepal, and Morocco. Below figure shows the top importers for this product (581092) in the world: Prominent Import Countries to whom India export this product are.

Product Diversification is one of the most crucial product uplifting strategies which in turn is an important part of a product’s export. This plays a vital role in any products exports as it is a product uplifting strategy. Most artisans are 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: During the product diversification new product line like Purses, Langar/Ghagra, Churidar, Punjabi, Curtains, Other dress materials like Scarf etc needs to be promoted. Additionally creation of a new product range like zari-work that can be laminated and attached to wooden doors, frames, wall paintings etc. They can also create gift bags, curtains with intricate zari work. 2. Modifications of Existing Products It has also been found that most of the artisans use no strategy for making modifications to the existing products in the light of design and fusion. The artisans can make fusion products by blending zari work with madhubani or block prints. They can also expand in terms of the materials they use for making the products by introducing cotton and jute into their product range.

Bareilly is famous for processed meat. Export of processed meat from Bareilly holds a prominent place in the Indian economy. There are two slaughterhouses in Bareilly employing around 3000 workers. Buffalo meat premium and offals cuts is the main source of meat production and export. Some of major names include Marya Frozen Agro Food Products Pvt. Ltd., Nagar Nigam Slaughterhouse Effluent Treatment Plant ETP. These units contribute for major export of processed meat from the district. The cluster’s annual turnover in 2020-21 was around INR 4,500 Cr . The export turnover from September 2020 to November 2021 was INR 228.87 Cr . Total employment in the cluster is around 15,000.

1. Boneless Meat of Bovine Animals 2. Other Edible Offal of Bovine Animals

► Chilled Boneless Buffalo Meat
► Chilled Boneless Buffalo Offal
► Frozen Boneless Buffalo Meat
► Frozen Boneless Buffalo Offal ;

► Butchers
► Raw material suppliers- Farmers, Livestock feed providers, Fertilizer, and pesticide suppliers, Agro-chemical suppliers
► Veterinaries,
► Abattoirs / slaughterhouses
► Canned, hydrated, and frozen packaged meat-based convenience food manufacturers
► Exporters
► Banks and Financial Institutions
► DIEPC
► MSME DI, Bareilly
► Agricultural and Processed Food Products Export Development Authority (APEDA) Raw material supplier The primary raw material suppliers are farmers who directly supply the disease-free animals to the slaughterhouse. Unit owners & Workers There are 2 slaughterhouses involved in processing and export of meat. More than 3000 workers are working in these units and are residing in Bareilly, Pilibhit and nearby areas of Bareilly cluster. Machinery Supplier Most of the units are having modern abattoir cum meat processing plant with most of segments are fully automated.

HS codes under which the product is exported from the district;

Bareilly is also famous for mentha oil production. Export of processed product from Bareilly holds a prominent place in the Indian economy. There are five major manufactures in Bareilly registered as Kelvin Natural Mint Pvt. Ltd., B. D. Aromatics Private Limited., Agrovax Naturals Pvt Ltd., M/s Essence India, Atri Aromatics. These units are employing around 1500 workers and contribute for major export from the district. The cluster’s annual turnover in 2020-21 was around INR 450 Cr . The export turnover from September 2020 to November 2021 was INR 301.65 Cr . Total employment in the cluster is around 15,000

Mentha Oil

► Menthol
► Oils of peppermint
► Oils of mint ;

Raw material supplier The primary raw material suppliers are farmers who directly supply the raw material to the manufacturer. Unit owners & Workers There are 5 manufacturers cum suppliers involved in production and export of the products. More than 1500 workers are working in these units and are residing in Bareilly and nearby areas of Bareilly cluster.

Following are principal industry associations that are working for the development of menth products:
► MSME- Development Institute (MSME- DI), Agra: MSME-DIs are the subordinate offices of Development Commissioner, MSME. These offices are responsible for assisting MSMEs financially through schemes and improving their technical skills through skill upgradation / training programmes.
► Krishi Vigyan Kendra, Bareilly: KVK places a special emphasis on training and education of farmers, entrepreneurs, farm women, rural youth, financial institutions extension functionaries as well as voluntary organizations. The centre plays a First Line Extension role. A linkage between research and the field in augmenting the socioeconomic conditions of farmers, farmwomen and livestock owners since 1985 – 86. ;

HS codes under which the product is exported from the district;

The export scenario of World and India have been analysed basis the export statistics of HS codes 290611, 330124 & 330125 under which meat is exported. Alongside are the key facts pertaining to the analysed product code. ;

► The total exports of Mentha oil and products from the district as per HS codes 290611, 330124 & 330125 is around INR 3,01,64,93,310 crores from September 2020 to November 2021.
► India's exports represent 43% of world exports for this product, its ranking in world exports is 1 under HS codes 330125, 290611 & 2 under HS code 330124. Product 290611: India exported this product to China, USA, Singapore, Netherlands, Japan, France, Philippines, Germany, Italy, Indonesia etc. Below figure shows the top importers for this product are:- Product 330124: India exported this product to USA, China, Germany, UK, France, Indonesia, Spain, Netherlands, Canada, Australia etc. Below figure shows the top importers for this product are: Product 330125: India exported this product to China, USA, Singapore, Germany, France, Japan, Brazil, Netherlands, UK, Spain etc. Below figure shows the top importers for this product are: ;

The cluster is a leading producer in agriculture products like rice, wheat, sugarcane etc. The economy of the cluster is heavily dependent on agriculture products. Approximate Export turnover of the Rice, is INR 400 Cr. The major cluster of rice is located near Dhaura Tanda Village. There are around 350 units available in the district. The cluster’s annual turnover in 2020-21 was around INR 950 Cr . The export turnover from September 2020 to November 2021 was INR 400 Cr . Total employment in the cluster is around 9000.

Rice

► Basmati Rice1121
► Basmati Rice1509
► Basmati Rice1401
► Pusa Basmati
► Sugandha Basmati
► Swarnamasoori
► Sharbati ;

Raw material supplier The primary raw material suppliers are farmers who directly supply the raw material to the manufacturer. Unit owners & Workers There are around 350 manufacturers cum suppliers involved in production and export of the products. More than 9000 workers are working in these units and are residing in Bareilly and nearby areas of Bareilly cluster.

Following are principal industry associations that are working for the development of rice products:
► MSME- Development Institute (MSME- DI), Agra: MSME-DIs are the subordinate offices of Development Commissioner, MSME. These offices are responsible for assisting MSMEs financially through schemes and improving their technical skills through skill upgradation / training programmes.
► Krishi Vigyan Kendra, Bareilly: KVK places a special emphasis on training and education of farmers, entrepreneurs, farm women, rural youth, financial institutions extension functionaries as well as voluntary organizations. The center plays a First Line Extension role. A linkage between research and the field in augmenting the socioeconomic conditions of farmers, farmwomen and livestock owners since 1985 – 86
► Indian Council of Agricultural Research (ICAR): Bareilly in 1985 under the aegis of ICAR-Indian Veterinary Institute, Izatnagar, Bareilly (U.P.), a Deemed University. ICAR-Indian Veterinary Institute, Izatnagar, Bareilly is a 130 years old pioneer research institute in the field of livestock production and veterinary sciences, which has 6 sub-stations such as Palampur, Mukteshwar, Kolkata, Banglore, Pune and Shrinagar with the headquarter in Bareilly district. ;

HS codes under which the product is exported from the district;

Current Scenario The export scenario of World and India have been analysed basis the export statistics of HS codes 020230 & 020629 under which meat is exported. Alongside are the key facts pertaining to the analysed product code. ;

► There is no direct export in cluster based on the stakeholder consultation indirect export value of the cluster is around 900 crores.
► The total exports of Mentha oil and products from the district as per HS codes 100630 is around INR 3500 crores from September 2020 to November 2021.
► India's exports represent 36.3% of world exports for this product, its ranking in world exports is 1 under HS code 100630. Product 100630: India exported this product to Saudi Arabia, Iran, Iraq, UAE, Benin, Yemen, Togo, USA, Nepal, Guinea etc. Below figure shows the top importers for this product are: