Mathura district is also known as Brij Bhoomi and it belongs to the Agra division of UP. The district since time immemorial has been a sacred land for the Hindus as it is believed that Lord Krishna was born on the site of Sri Krishna Janma Bhoomi, a Hindu temple.

Mathura is tagged as one of the heritage cities under the Heritage City Development and Augmentation scheme of the Government of India(GoI). ISCON Temple, Geeta Mandir, Bhuteshwar temple, Mathura Museum, Birla Mandir, Prem Mandir, Gopinath Maharaj Mandir, etc., are a few places of historic and religious importance in Mathura. The gender gap in the workforce is quite stark, with only 8% of women participating in the workforce as compared to 25% of their male counterparts. With regards to the district’s economic profile, the services sector contributed 45% of NDP while agriculture, manufacturing sectors, and other industries contributed 32%, 17%, and 7% respectively in 2016-17. A similar trend is observed in Uttar Pradesh, wherein the contribution of the services sector was maximum with a share of 46 % of NDP followed by agriculture and manufacturing sector at 28 and 13 % respectively. Thus, it is said that on average Mathura is more manufacturing intensive as compared to Uttar Pradesh. The contribution of Mathura in the formal manufacturing sector turnover of UP declined from 14% to 7% during the period 2011-12 and 2016-17. In 2016-17, the top 8 sectors contributed around 88% of the total industrial turnover of the district. Manufacturing of refined petroleum products contributed towards 76 % of the turnover in 2016-17, down from 94 % in 2011-12. The other top contributors included Plastics, vegetable and animal oils and fats, grain mill and starch, dairy, casting, textiles, and apparel.

Mathura is located approximately 50 kilometres north from Agra, 145 kilometres south-east from Delhi; 11 kilometres from the town of Vrindavan and 22 kilometres from Govardhan. The total area covered by this city is 3,709 square kilometres. It is surrounded by Haryana (districts of Faridabad and Gurgaon) and Rajasthan (Bharatpur district) in north-west and west and by the districts of Aligarh, Hathras and Agra of UP in the northeast, east and south. Situated on the banks of the Yamuna river the city has a pleasant climate throughout the year.

Road: Mathura is well connected by road to the rest of Uttar Pradesh and India. National highways like NH-19 (NH-2 as per old numbering system) passes from Mathura which connects the city to Delhi, Chennai, and Kolkata. Yamuna expressway Greater-Noida to Agra, a 165 km long 6 lane access controlled express highway also passes from the city connecting it to Noida, Agra and Lucknow.
Railways: Mathura Junction railway station is situated on the major Delhi-Mumbai train route connecting it conveniently to all major cities. Both Central Railway and Western Railway routes pass through Mathura. Further, trains from NCR (north-central railway) to ER (eastern railway) also pass from the Mathura junction railway station. Mathura Cantt railway station is a major route for an eastern and central railway. Airport: Currently the city has no airport. The nearest airport is Agra which is around (about 60 km away) and Delhi Airport which about 160 km away. Both these airports have flights to major cities of the world, Jewar Airport which is currently under construction in Greater Noida will be approximately 75 km away from Mathura and is expected to be country's largest airport when fully operational.

Mathura falls in the rich ‘doab’ or area between two rivers of the northern plains. It has rich fertile plains dry climate which is conducive for the ripening and sweetening of fruits like the mangoes, which are in abundance in the area. These factors act as a catalyst for agriculture. The general slope of the town is from the North-westerly direction towards the South-easterly direction that drops into River Yamuna. The main agricultural products are grains, potatoes, oilseeds and sugarcane.

Mathura is a holy city for Hinduism which is the third-largest religion in the world. The city has multiple places of historic and religious importance in the vicinity. Mathura is famous as one of the seven holy places for Hindus in India. Mathura’s famous Brajbhoomi is divided into two distinct units. One being at eastern part of Yamuna, with places such as Gokul, Mahavan, Baldeo, Mat and Bajna; while western side of Yamuna covers entire Mathura region that comprises of Vrindavan, Govardhan, Kusum Sarovar, Barsana and Nandgaon.
The twin-city to Mathura is Vrindavan which is also well known for its religious importance, as the home of Lord Krishna in his youth, the small town is host to a multitude of temples belonging to various sects of Hinduism proclaiming Krishna in various forms and avatars. Major Mathura attractions include Shri Krishna Janma Bhoomi Temple Complex, Jama Masjid, Vishram Ghat, Dwarkadeesh Temple, Gita Mandir, Govardhan Hill, Raja Bharatpur’s Palace, Keshavdeo Temple and Government Museum.

The district has around 6,873 functional units that employs around 71,454 individuals. The key enterprises of the district include Handicraft related to Worship, Dairy products , Food Processing, Sanitary fittings, and Engineering. The handicraft related to worship comprises of around 4,200 units of production in Mathura. Turnover of these units sum up to Rs. 3,181crores, out of which, the export turnover is around Rs. 636 crores and domestic market is Rs. 2,545 crores. The dairy products sector cumulatively have about 1,160 operational MSME units with an annual turnover of Rs. 21,285 crores through domestic sale. The Sanitary fitting have about 150 MSME units with an annual turnover of Rs. 360 crores, out of which, the export turnover is around Rs. 12 crores and domestic market is to the tune of 348 crores. The Handicraft related to Worship contribute most in terms of employment and revenue, which is approximately 33.58% and 2.9% respectively. Food processing including dairy products contributes ~39.37% to revenue, and ~19.65% to work force. While, Sanitary fitting contributes ~3.4% to revenue, and ~0.33% to work force.

Out of the total population of 2,547,184, total 840,939 are working population. Out of total working population, 49% are cultivators and agricultural labourers. Only 5% are household industry workers, and 46% are working in other industries. This indicates that agriculture is the main source of income in the district.

The following table depicts the value of export of major products from Mathura:

Mathura being a religious hub with multiple temples is a major manufacturing base for different poshak (dresses) for idols of Lord Krishna & Radha.

Mathura being a religious hub with multiple temples is a major manufacturing base for different poshak (dresses) for idols of Lord Krishna & Radha. Thakur ji ki Poshak has been identified as the ODOP product from the district of Mathura. The Mathura’s Poshak cluster is a unique cluster and this report highlights the findings of poshak manufacturing ecosystem of Mathura. The report was prepared based on information collected from both secondary and primary sources. While the existing literature provided important macro insights, the primary survey helped in identifying the size, spread and issues that need to be addressed. During this study, we interacted with nearly 50 respondents including primary and secondary stakeholders. Handicraft related to worship includes -Thakur Ji Poshak & Kanthi Mala (Mathura Poshak) cluster of Mathura which covers Mathura, Mathura City, Dehat, Ramanuj Nagar, Rajpur, Rawal, Godnli Puram, Vrindavan, Gaura Nagar, Jatipura, Gopal Gunj, Ghatoli, Kailash Nagar, Dhorera, Van khedi, Nandgaon-Barsana, Gokul-Mahavan and Govardhan. There are ~4,200 operational units in the cluster employing around 24,000 individuals and with a turnover of about INR 3,181 crore. 80 to 85 % of the poshak making units are mostly located in Vrindavan, while the remaining are located in Mathura city and nearby villages of Mathura district within a radius of 20 kilometres. Vrindavan is considered as the hub of the cluster as it has the maximum no. of units & artisans and it is well connected to neigh boring cities through road.

Spread across the central doab region of Ganga – Yamuna Rivers and adorned with the benevolence of supreme lord Radha and Krishna, Braj is the land of rich culture and heritage in India. Situated along the banks of river Yamuna (also known as Kalindi) Braj can be divided into two units, the eastern side of the Yamuna encompassing places like Gokul, Mahavan, Baldeo, Mat and Bajna, while the western side region of the river spanning the Mathura region along with Vrindavan, Govardhan, Kusum Sarovar, Nandgaon and Barsana. Brajbhoomi as closely related to the mythological epics of Vishnupuran, Mahabharata, Bhagvata and Varaha Purana originally inherited its name from the Sanskrit word ‘Vraja’ which is closely linked to pastimes or Leelas of Lord Krishna. Lord Krishna is not only worshipped since 5th Century BC but represents a way of life, central to culture, philosophy, theology, art, clothing, architecture and literature. For over last three decades Krishna cult has been a global movement initiated by International Society for Krishna Consciousness (ISCON) influencing not only a way of life but also design, art, music theatre & architecture. According to a UNIDO survey of Indian SSI clusters undertaken in 1996, there are 350 SSI clusters and approximately 2000 rural and artisan-based clusters in India. It is estimated that these clusters contribute 60% of the manufactured exports from India. For example, Thakur Ji Poshak & Kanthi Mala & artificial Jewellery being exported all over the Globe & estimated export is in around 100 crores. Mathura, being an important district of the 4th largest State of Uttar Pradesh, of India which alone contributes to 8.7 % of the GDP which is also home to largest number of MSME units in the country, the leading State for handicrafts, RMG, carpets, textiles exports. It is also home to manufacturing of cotton made ups such as cotton bleached sarees for men & dhotis for women, textile printing that includes sari-printing & fabric dyeing and silver ornaments manufacturing that are major industrial contributors to the region. Majority of silver ornaments include silver jewellery and statues of gods and goddesses including Krishna. Apart from these, decorative and household items is also an ancillary industry. The cluster is located at Dora village, Kailash agar, Vrindavan, Gora Nagar, Gopalganj, etc. of Mathura district. Also, for during the last three decades, Krishna cult has been a global movement initiated by International Society for Krishna Consciousness (ISCON) influencing not only a way of life but also design, art, music theatre and architecture. Mathura Poshak Cluster (MPC) has thus emerged as the country's main hub for poshaks across the country.
Mathura is the largest cluster of handicrafts related to Worship products- Thakurji ji poshak products of different sizes, and characteristics manufacturing in India. The handicraft related to Worship products- Thakurji ji poshak products industry in Mathura exists mainly in the form of cottage units. Some units have developed themselves into semi-mechanized. ones and undertaken exports.

The following are the key products manufactured for handicraft related to Worship products- Thakurji ji poshak products – mostly for Radha and Kishanji in the cluster:
► Machine stitched Laddu Gopal Plain Gol (Round) Poshak (PGP)
► Machine Embroidered Laddu Gopal Gol Poshak (MEGP)
► Hand Embroidered machine stitched Laddu Gopal Gol Poshak along with Accessories (HEGPA)
► Machine Embroidered machine stitched 4 feet Idol Radha Krishna temple Poshak (MEIP)
► Hand embroidered machine stitched 4 feet Idol Radha Krishna temple Poshak along with Accessories (HEIPA) ;

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

The export scenario of India and Uttar Pradesh has been analysed basis the export statistics of HS codes mentioned above under which handicraft related to worship 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. ;

As various products are manufactured and sold under the handicraft related to Worship products in Zari-zardozi category of Mathura , in order to gauge our understanding of where India stands relative to the world on the trade of these products, each product has been delved into as a separate unit defined by its exports and imports in comparison to its competition and potential markets to target in the future. The consolidated list of countries that India can target, respective to the analysis carried out in each chapter are USA, UK, UAE, Netherlands, Canada, Germany, Denmark, Spain, France, Korea, Nepal, Japan as mapped below.
Product 1: 621710; _Made-up clothing accessories, of all types of textile materials, n.e.s. (excluding knitted or crocheted) India's exports represent 1.3% of world exports for this product, ranking it number 18, behind Italy, China, Korea, France, Germany, Singapore, Netherlands, USA, UK, Spain, Panama, Belgium, Hong Kong, Bangladesh, Viet Nam, UAE and Mexico. The value of India’s exports over the last 5 years have decreased by CAGR 5% with a sharp increase in 2016 and then a subsequent dip post that. As per data FY 2018-19 to 2020-21 for exports from the state of UP, it is observed that there has been increased by CAGR 14.07%, with a similarly sharp increase from 2018-19. The following synergies/ markets are identified for UP and India based on the signed FTAs, untapped potential, high growth potential, the ones is catered by India and not UP etc.Countries to which UP exports this product under in HSN code -621710 are USA, UK, Germany, France, Turkey, Australia, Denmark, Nepal, Italy, Canada, Greece, Mexico, Spain, Korea RP, and Israel. Product 2: 630790- Made-up articles of textile materials, incl. dress patterns, n.e.s. India's exports represent 0.4% of world exports for this product, ranking it number 15, behind China, Germany, Viet Nam, USA, Hong Kong, Mexico, Korea, Republic of, Netherlands, Turkey, Belgium, France, UK, Poland, and Austria. The value of India’s exports over the last 5 years have decreased by CAGR 13% with a sharp increase in 2017 and then a subsequent dip post that. As per data FY 2018-19 to 2020-21 for exports from the state of UP, it is observed that there has been decreased by CAGR 1.43%, with a similarly sharp increase in 2018-19 which fell in the year post that. The following synergies/ markets are identified for UP and India based on the signed FTAs, untapped potential, high growth potential, the ones is catered by India and not UP etc. Countries to which UP exports this product under HSN code -630790 are USA, Australia, UK, El Salvador, France, Germany, Italy, Croatia, Russia, UAE, Sweden, Netherlands, Spain, Poland, and Canada.

This plays a vital role in any product’s exports as it is a product uplifting strategy. Most artisans aren’t 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 Modifying the existing product range to create variations using new fabrics and designs. The artisans/ unit’s owners can make more value products by blending traditional with contemporary designs. For example, the artisans can aim to blend the zari-zardozi work into the Poshaks.

Sanitary fittings such as taps, Pipes and Fittings, Sanitary Wares, Water Pump, Shower Taps, Water Tanks and Bathtubs, Faucets, Water Tubes and Mirror Cabinets etc. are produced in Mathura district. These products are made with core mechanism and sand dye casting method. There are as many as 150 micro and small units involved in production of taps in the district. Mathura is a well-known centre for manufacturing and supply of sanitary fittings in Uttar Pradesh.

Sanitary fittings such as taps, Pipes and Fittings, Sanitary Wares, Water Pump, Shower Taps, Water Tanks and Bathtubs, Faucets, Water Tubes and Mirror Cabinets etc. are produced in Mathura district. These products are made with core mechanism and sand dye casting method. There are as many as 150 micro and small units involved in production of taps in the district. Mathura is a well-known centre for manufacturing and supply of sanitary fittings in Uttar Pradesh.
Sanitary fitting products cluster of Mathura covers Gaur Udyog Kendra, Sonkh Road, Krishna Nagar.

Taking a bath is something of all times. But personal hygiene wasn't always as normal as it is today. At the end of the 19th century Europe as well as the US passed through a period of industrialisation and urbanisation. Big cities were tormented by frequent epidemics of all sorts because of the lack of a proper sewage system. City councils decided to develop sewage systems in order to banish all diseases from the cities. In the US very strict sanitation laws were issued at the end of the 19th century that prohibited the construction of new houses without a proper toilet and wash facility and closed down houses where such an installation had not been installed. In the Netherlands such sanitation laws came only in effect after 1910 and only in 1965 every newly constructed house was to have a bathroom.
With the installation of running water in the houses it became easier to get water and with the heating water kettles this water could be heated. Wood and charcoal were to be replaced within a few decades with gas and later with electricity and bathrooms were equipped with boilers. But apart from (clean) running water, the installation of sewage systems was the most important step towards a cleaner and healthier city. In the UK and mainly in London these projects were undertaken from the mid nineteen hundred and by the end of the century London sewage systems were fully functional. Clean water and a sewage system were now available for the larger part of the inhabitants. In the beginning of the 20th century most households that could afford a bathtub changed the brass or zinc ones for a cast-iron enamelled one. The brass tubs had to be abraded with chlorohydric acid to remove oxidation, for an enamelled bath lather was sufficient. Most firms offered an enormous choice in models in different sizes and versions. Oval, straight back, with an overflow, with a white exterior and plain legs of with the most elaborate legs and elegant decorations on the exterior. The customer could make his choice from a wide variety of colors and patterns. The characteristic legs of these bathtubs often had the shape of a lion’s paw of an eagle’s claw that held a ball. From the beginning of the twentieth century you also see floral patterns, influenced by the Art Nouveau. For years and years bathrooms were being arranged following a strict pattern. Not considering the luxury of the bathroom every bathroom had the same necessities: a bath to bathe and shower in, a bidet and a washbasin with a shelf and mirror. These essentials could be completed with other elements such as a foot bath, a hip bath, a separate shower or a dressing table when the bathroom was more luxurious. The plumbing was still visible so the bath was placed against a wall. A free-standing bath was not an option, not even in the most luxurious bathroom, because it was not yet technically possible. Mathura is the cluster of sanitary fitting products manufacturing in India. The sanitary fitting products of different sizes, and characteristics such as taps, Pipes and Fittings, Sanitary Wares, Water Pump, Shower Taps, Water Tanks and Bathtubs, Faucets, Water Tubes and Mirror Cabinets etc.

The following are the key products manufactured for sanitary fitting products in the cluster:
► Sanitary fittings include Pipes and Fittings,
► Sanitary Wares,
► Water Pump,
► Shower Taps,
► Water Tanks
► Bathtubs,
► Faucets,
► Water Tubes
► Mirror Cabinets etc. ;

The following table lists the HS codes under which the products are 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 sanitary fitting 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. ;

As various products are manufactured and sold to sanitary fitting products of Mathura , in order to gauge our understanding of where India stands relative to the world on the trade of these products, each product has been delved into as a separate unit defined by its exports and imports in comparison to its competition and potential markets to target in the future.
The consolidated list of countries that India can target, respective to the analysis carried out in each chapter are USA, UAE, China, Singapore, Spain, Saudi Arabia, Oman, Nigeria, UK, Russian Federation, Kuwait, France, Germany, Nepal, Korea Republic of, Malaysia, etc. Product 1: 848180_ Appliances for pipes, boiler shells, tanks, vats or the like (excluding pressure-reducing valves, valves for the control of pneumatic power transmission, check "non-return" valves and safety or relief valves) India's exports represent 1.5% of world exports for this product, ranking it number 14, behind China, Germany, USA, Italy, Japan, France, Mexico, UK, Czech Republic, Korea, Spain, Netherlands, and Poland. The value of India’s exports over the last 5 years have increased by CAGR 3% with a sharp increase in 2019 and then a subsequent dip post that. As per data FY 2018-19 to 2020-21 for exports from the state of UP, it is observed that there has also been increased by CAGR 10.55%, with a sharp increase in 2019 and then a subsequent dip post that.

This plays a vital role in any products exports as it is a product uplifting strategy. Most artisans aren’t 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:
► Development of a new products: The cluster units should be encouraged to diversify the product categories and must be provided with enough resources to create innovative products. The artisans going forward should focus on creating new range of sanitary fitting products like bathware, kitchenware
► Modifications of Existing Products: It has also been found that most of the units use no strategy for making modifications to the existing products in the light of design and market demand. The artisans/ unit’s owners can make more value products by blending contemporary designs and new types of raw materials to modify the existing products