Bhadohi, is home to the largest hand-knotted carpet weaving industry hub in South Asia. The carpets here are known for their unmatched style and elegance.

Bhadohi is one of largest centres of carpet industries in India and known as 'Carpet City'. Bhadohi is home to the largest hand-knotted carpet weaving industry hubs in South Asia. ‘All India Carpet Manufacturer Association’ and The Great Bhadohi Handicraft Society’ applied for 'Geographical Indication' tag and in April 2010 GI was awarded for Hand-made Carpet of Bhadohi. About 90 percent of the carpets currently produced in India are from the carpet belt of Bhadohi-Mirzapur region in the state of UP. The belt is known for Fashion Oriented, Hand-tufted, Indo-Tibetan carpets and has a major influence of Buddhist arts and patterns.

This district is situated in the plains of the Ganges River, which forms the southwestern border of the district. Ganges, Varuna and Morva are the main rivers. The district is surrounded by Jaunpur district to the north, Varanasi district to the east, Mirzapur district to the south, and Allahabad district to the west. The district has an area of 1055.99 km squire, the district is located at Latitude and longitude coordinates 25°20’24” N 82°28’12” E.Bhadohi is well connected through road, rail, and air network. There are regular trains from other major cities of the country to Bhadohi. The nearest international airport is Lal Bahadur Shastri International Airport, Varanasi, approx. 45 min drive from the city.

This district is situated in the plains of the Ganges River, which forms the southwesternborder of the district. Ganges, Varuna and Morva are the main rivers. The district issurrounded by Jaunpur district to the north, Varanasi district to the east, Mirzapurdistrict to the south, and Allahabad district to the west. The district has an area of 1055.99 km squire. Rampur is a famous ghat in Bhadohi, and the place is also famous forsome old temples.

Bhadohi district is biggest carpet manufacturing centre in India. It is known for its handmade carpet. The Mirzapur-Bhadohi region is the largest handmade carpet weaving cluster, engaging around 32 lakh people in the industry. Bhadohi employs 22 lakh rural artisans. Carpet weaving in the region dates to the 16th century during the reign of Mughal Emperor Akbar. The carpets of the region received the Geographical Indication tag, which means carpets manufactured in districts of the region, Bhadohi, Mirzapur, Varanasi, Ghazipur, Sonbhadra, Allahabad, Jaunpur and Chandauli would be tagged with ‘handmade carpet of Bhadohi’.

Well known carpet types from Bhadohi include cotton Dari, Chhapra Mir carpets, Loribaft, Indo Gabbe. The district is known by the name ‘Carpet city’ as it is home to the largest hand-knotted carpet weaving industry hubs in South Asia. Many buyers from domestic and overseas markets visit Bhadohi in connection with business deals. Carpet weaving in the region dates to the 16th century during the reign of Mughal Emperor Akbar. The carpets of the region received the Geographical Indication tag. This belt specialises in Woollen, Tufted, Tibetan Carpet and Durries. The whole belt of production spread over 1000 square kilometres and many villager’s livelihood is completely dependent on the carpet industry. The Indian Institute of Carpet Technology, the only Institute of its kind in Asia was established here by the Ministry of Textiles in 2001. As given in the following table, MSME industries across the sectors of carpet, other manufacturing, wood, metal, rubber, electrical and food processing, chemical, paper and engineering are key economy drivers in the district.

Major Exportable Product

Carpet

Bhadohi, is home to the largest hand-knotted carpet weaving industry hub in South Asia. The carpetshere are known for their unmatched style and elegance. The cluster of Bhadohi is one of the oldest carpet manufacturing zones of India and in 2010, the handmade carpet of the region received the Geographical Indication (GI) tag, which means carpets manufactured in nine districts of the region, Bhadohi, Mirzapur, Varanasi, Ghazipur, Sonbhadra, Allahabad (nowadays known as Prayagraj), Jaunpur and Chandauli would be tagged with 'handmade carpet of Bhadohi.
The carpet manufacturing had different trends since the era of Mughals and hence today carpet cluster has evolved with various designs and has got Indian touch. Indian handmade carpet industry is highly labour intensive and provides employment to over20lakh workers/ weavers especially womendirectly or indirectly in the rural areas. Most ofthe weavers/ weavers employed are from theweaker section of the society and this tradeprovides extra and alternate occupation to themincluding farmers and others at their homes. Exports increased from Rs. 4.42 Crores in 1961- 62 to Rs. 10207.91(Prov.) Crores in 2018-19. Ranked No. 1 as a producer and exporter of Handmade Carpets and other floor coverings both in terms of volume and value, Weavers can make handmade carpets in any design, colour, and quality as per the needs of overseas buyers and caters to the requirement of every segment of the society. Produces a wide range of Handmade Carpets and other floor coverings in low, medium and high qualities for all the segments of consumers, Raw materials used are diverse and blending & mixing of different yarns is its specialty.

Indian handmade carpet industry is highly labour Intensive and provides employment to over 20lakh workers/ weavers especially women directly or indirectly in the rural areas. Most of the weavers/ weavers employed are from the weaker section of the society and this trade provides extra and alternate occupation to them including farmers and others at their homes. Exports increased from Rs. 4.42 Crores in 1961- 62 to Rs. 10207.91(Prov.) Crores in 2018-19. Ranked No. 1 as a producer and exporter of Handmade Carpets and other floor coverings both in terms of volume and value, Weavers can make handmade carpets in any design, colour, and quality as per the needs of overseas buyers and caters to the requirement of every segment of the society. Produces a wide range of Handmade Carpets and other floor coverings in low, medium and high qualities for all the segments of consumers, Raw materials used are diverse and blending & mixing of different yarns is its specialty

The following are the key products manufactured in the cluster: Hand knotted carpets- These are high quality products and involves high number of knots. The various specification of knots ranges from 5-40, 7-62, 8-60, 9-60 and onward. The cost of carpet increases with the increase in number of knots. Tufted woollen carpet-These ranges of products have become very popular now a days because of the lower cost of the products. Knots is managed in these carpets with the help of mechanical gun. Designs are also incorporated in these carpets as per direction of the buyers. Woollen drugget Carpet- These are also being produced in the area, these druggets are also available in attractive design. The recent trend is “saggy” where wool fibre is left on the top to give the impression of the grassy area. Leather Carpet- Leather Carpet are made from leather straps and scraps of other materials, and may have multi-coloured strips in a quirky, but not overwhelming. Namdhas Carpet- It is a speciality of Kashmir, which is so named because of its embroidery with woollen threads that completely covers the base of Hessian. A Namdhas is prepared by spreading wool with certain quantities of cotton evenly either-or mats, as in Kashmir, or on Sackcloth as in Rajasthan. This is moistened with a special solution, which is pressed into the felt either by treading open it or by applying pressure by hand. Namdhas are either embroider or appliquéd. Pure Silk Carpet- Hand knotted pure silk carpets are renowned for suppleness, sharpness, and fine workmen ship in the world. The material composition is 80 silk yarn and 20 cotton display a fine workmen ship and intricate designs of a kind. The design varies for intricate motif and patterns inspired from nature to hunting scenes, bird and animal motifs are thematic design like historical romances. ;
Staple/Synthetic Carpet- Staple/Synthetic carpets are synthetic hand noted carpets with a feel of a silk. These finally knotted carpets (256 knots per sq. inch) imbibe all the aesthetic characteristic of classical and contemporary designs and colours. The main centres of staple/synthetic carpets are Shri Nagar, Agra, Bhadohi and Gwalior. Chainstic Carpets- Decorative handmade embroider floor coverings or chainstic rugs are made of 65 per cent wool or silk yarn and 35 per cent of cotton yarn. Intricate needle work is done by creating a variety of traditional and modern design in these rugs. It reflects fine workmanship. Natural wool Carpet- The wool use in carpet varies greatly, the best grades of Indian wool are used for medium carpets while imported wool blended high-grade wool is used for superior quality carpets. For fine quality carpets such as Kashmiri carpets, worsted yarn is used. The best quality carpets made with high grade wool develop a beautiful lustre after use and therefore old carpets have special values. Today however, when customers desire to have immediately, the wool is washed with especial chemical to enhance its natural lustre’s. GABBA Woollen Carpet- Hand knotted Gabe woollen carpets portray a unique tradition of tribal design. The continuity of super artistic tradition of tribal have made these carpets a product of a living and thriving art. The raw material composition of these carpets is generally 75 per cent wool and 25 per cent cotton. GABBE woollen carpets are mainly produced in Bhadohi-Mirzapur region in Uttar Pradesh.

In 2010, the carpets of the region received the Geographical Indication (GI) tag, which means carpets manufactured in nine districts of the region, Bhadohi, Mirzapur, Varanasi, Ghazipur, Sonbhadra, Allahabad, Jaunpur and Chandauli would be tagged with 'handmade carpet of Bhadohi'. Most of the production is aimed at foreign countries;

Bhadohi received a major boost in November 2018 as the government has extended the 'export excellence' tag to it. Under the 'Towns of Export Excellence' tag, carpet makers of the city will get financial assistance from the central government to procure modern machines, improve export infrastructure, and organise fairs and exhibitions in different parts of the world to attract global buyers. Bhadohi will be the 37th town in India to get this status. The tag would help put the carpet city on the world map.;

Cluster Stakeholders

Below are the institutions in Bhadohi cluster for promotion and development of MSME ecosystem. CEPC provides necessary information about the buyers, market trends and support to participate in exhibitions and trade fairs. There is a good demand for the support scheme to participate in exhibitions and trade fairs. 50% of the cost of the service is provided in the form of grant from Govt. of India. All the export firms of the cluster are members of CEPC. Name: Carpet Export Promotion Council, Address: Bypass Road, Hariyawan, Bhadohi, Uttar Pradesh - 221401, INDIA. Contact No: +91-541-4224975, Email ID: ddro@cepc.co.in Website: www.cepc.co.in ;
2. All India Carpet Manufacturing Association (AICMA) All India Carpet Manufacturing Association was established in 1985 to cater to the export firms of the cluster. The association has its own office at Kaleen Bhavan, Maryadapatti, and Bhadohi. The association has helped to increase job work charges for workers/ weavers by 10 per cent and has also applied for the status of Geographical Indication from the Government, for Mirzapur-Bhadohi carpets. Name: All India Carpet Manufacturing Association Address: Kaleen Bhawan, Post Box 63, Bhadohi Ho, Bhadohi - 221401. Contact No: +91-541-225253, Website: http://aicma.org.in 3. Indian Institute of Carpet Technology (IICT) IICT, Bhadohi was set up by Ministry of Textiles, Govt. of India to provide support to Textile, Carpet and allied Industries. The Institute is affiliated to U.P. Technical University, Lucknow and is approved by AICTE. The institute is also a member of ISTE and CII and recognized by Textile Institute, Manchester, UK. The main thrust areas of the Institute are A) Human Resource Development B) Design Creation and Development, C) Research & Development and D) Technical Support Services to the Industry. Name: Alok Kumar, Director Address: Chauri Road, Bhadohi - 221401 (UP) Contact No: +91-8400009490 Email ID: pstodirector@iict.ac.in, ictdmc@rediffmail.com, Website: http://aicma.org.in

Export Scenario

The following table lists the HS codes under which the products are exported from the district:;

India contributes 40% of the total handmade carpets export in the world2. Total carpet-durrie export value of Bhadohi-Mirzapur is Rs 5308 crores for 2018-19. The major exporting units are based in Mirzapur and Bhadohi. However, with the advent of high-quality machine-made carpets, Indian handmade carpet industry is facing stiff competition from China, Pakistan, Turkey etc. Basis our understanding and discussion with exporters, we identified the specific 6-digit HS code; 570110 and 570310 being utilized by exporters of Carpets, specifications for which are provided in the figure (right). India is a land for its rich culture and artistic heritage. Carpet weaving is an ancient Indian tradition,with the industry flourishing in the country since the 16th century. Today, India is the world's largest producer and exporter of handmade carpets in terms of value and volume. Around 75–85% of carpets manufactured in India are exported. Indian carpets are known worldwide for their excellent design, fascinating colours, and quality.7 ;
Ranked No. 1 as a producer and exporter of Handmade Carpets and other floor coverings both in terms of volume and value, Weavers can make handmade carpets in any design, colour, and quality as per the needs of overseas buyers and caters to the requirement of every segment of the society. Produces a wide range of Handmade Carpets and other floor coverings in low, medium, and high qualities for all the segments of consumers, Raw materials used are diverse and blending & mixing of different yarns is its specialty.8 Unlike, other countries, in India skilled/unskilled/semi-skilled is easily available and India's export policies are liberal. India also has various schemes and policies chalked out for its MSMEs and traditional industries to uplift their sales and profits. In recent years, India has made the shift towards contemporary designs, necessitating an upgrade in production and processing techniques. India is seen as a flexible supplier that can quickly respond to changes in consumer preferences. Bhadohi alone produces over 8 types of carpets that are of export quality with a wide range of designs. Government has granted various subsidies to this sector such as State Capital Subsidy, Generator Subsidy, and Power Tariff Subsidy. The government has further set up various institutes such as Indian Institute of Carpet Technology, Bhadohi (UP) and Srinagar (J&K) for Technological support. Thus, Government is leaving no stone unturned to boost up this tremendous potential industry. In recent years, India has made the shift towards contemporary designs, necessitating an upgrade in production and processing techniques. India is seen as a flexible supplier that can quickly respond to changes in consumer preferences. India today is a clear leader in the international handmade carpet market. India’s heritage of handmade carpet has been recognized worldwide with a commending share in global exports, for its subtle elegance, eco-friendliness, and exquisite vibrant colour craftsmanship with a human touch. The following image depicts India’s Export to various countries:9

Uttar Pradesh ranks third in terms of Gross State Domestic Product (GSDP) in the country. Against this, the State accounts for less than 5 per cent share in India’s exports – significantly lower if compared to its contribution to other key macroeconomic parameters. Export growth would not only boost the state economy but also generate more opportunities for employment and augment the competitiveness of business enterprises from the State. Over the period of 5 years, exports from Uttar Pradesh have grown at a compounded annual growth rate (CAGR) of 5.54% as against national average 1.08% ;
Export performance from Uttar Pradesh Total export from U.P. has jumped up from 1.14 Lakh Cr in 2018-19 to 1.21 Lakh Cr in year 2019-20 registering a growth of more than 5%.

In order to exploit the export potential of the cluster the following action points can be helpful – 1. Expo Mart:The Bhadohi Carpet Expo Mart will be a milestone in the development of the Bhadohi-Mirzapur-Varanasi Carpet belt and the benefit will directly to the weaver and weaker section of the society in the adjoining areas. The mart will have the shops allotted to the weavers of carpets which will help establishing a direct relation with end users. The mart can also be utilized for promotion and branding of Indian Handmade Carpets all over the world in guidance of CEPC. The expo mart can also be used a dome for exhibitions, trades and fairs for uplifting and promoting the carpet industry of Bhadohi. 2. Instore Promotion:Co-promotion with major retail players involving setting up display units in the retailer’s premises (both departmental stores and specialists) to increase visibility for the brand and give an opportunity to the consumers to get a look and feel of the textile products. 3. Promotion Campaign:An event management agency should be hired for this and an extensive advertising strategy must be followed to increase awareness. This will include print promotions and advertorials in trade journals, newspapers, magazines and websites. Such promotions will help increase exposure and visibility. 4. E-commerce Collaboration:An MoU should be signed between e-commerce companies and the units for onboarding them to the platform. This will help the weavers engage with customers around the world and increase the export of the product which then eventually will increase the demand of the products. These companies will then facilitate in cataloguing, branding, training & handholding on how to use platform for increased sales and also provide free onboarding support to the weavers.
5. Leveraging Government’s Marketing Schemes:Currently, the weavers re unaware about the schemes of Central and state government which can be leveraged for participating in international fairs and expo-events. The awareness and outreach programs should be maximized and schemes like ODOP MDA, Marketing Assistance Scheme and International Cooperation. 6. Operationalisation of ICD/ CFS in the nearby area of the district: ICD Madhosingh is not operational since 26th January 2020 which has caused a major blow to the local industries of the districts surrounding it. The Air Cargo facility at Babatpur is functional but remains underutilized most of the times. Similarly, a dry port at Kanpur is underutilized; it is functioning at lesser than 30% of its capacity.Thus, majority of the export is undertaken at ports of Delhi and Maharashtra. Thus, the following is suggested for improving the district’s export: a. The state govt subsidises the transportation cost through the scheme run by Export Promotion Bureau with the help of District Industry Centre. It is suggested that DIC may take necessary steps for the promotion of this scheme and ensure 10% increase in the beneficiaries in the coming year. 7. Market Expansion: More than sixty percent of Carpet export goes to USA only and exporters should be promoted to target other markets where the demand for export is growing 8. Functionality of Bhadohi SEZ: U.P. Govt has established Bhaodhi SEZ and same is not functional so far. It is suggested that a subcommittee may be formed to examine the issues which are coming in the way of successful operationalization of SEZ in Bhadohi. 9. Registration on to India Handmade Bazaar: India Handmade Bazaar is an online portal, which is developed by the Ministry of Textiles for direct marketing of handicrafts and handloom products. This portal facilitates the weavers and artisans to provide information about their handloom products for easy understanding of exporters. 10. Promotion of GI Products: The following will ensure adequate promotion; a. Number of authorisation uses should be increased b. Promotion in marketing events c. Formation of a sub-committee d. Awareness programmes specially for G.I. authorised users may be conducted. e. Initiate and promote the use of common logo, brand name of GI products by authorised users

The Indian carpet has market access to 73 countries, US being the largest. India's exports represent 35% of world exports for this product, ranking it number 1. As per data FY 2016-17 to 2018-19 for exports from the state of UP, it is observed that there has been an increase by CAGR 2.1% and that UP accounts for more than 50% of the overall Indian exports in this category. The top importers for this product in the world are: ;