The district Etah is situated in the western part of Uttar Pradesh with its headquarters in Etah city. It is a part of Aligarh division and shares its borders with the Etah district in the north, Farrukhabad district in the east, Mainpuri and Firozabad districts in the south, Agra district in the south-west and Hathras district in the north- west.

Jalesar is a small tehsil of District Etah having an area of 3,98,877 square mts. It is 41 km. from Etah and 64 km from Aligarh., Jalesar has its importance to produce Ghungroos of different types being used in dancing, tying round the necks of animals. The reason behind the production of Ghungroos at Jalesar is hereditary. Jalesar in Etah district is a historic town, which was the capital of Magadha king Jarasandha. The district is mainly known for production of brass bells or ghungroo.

District Etah spread over an area of 2,431 sq. km. is a part of southern Upper Ganga plainaccording to the scheme of regional divisions and lies on the central portion of Ganga and Yamuna Doab.The district lies between the parallels 27º20’6.6” and 27º47’9” north latitude and 78º10’32”and 79º16’53east longitude. It is bounded on the north by Kanshiram Nagar district, on the west by district ofMahamaya Nagar and Agra, on the south by Firozabad and Mainpuri and on the east by Farrukhabad. The whole of the district is a level plain. Rivers Kali, Isan, Sengar and Dhimariya flow in the district

The Topography of Etah district is mainly a plain. The district has a pleasing climate with cool and foggy winter and generally hot and humid summer. The wet session from July to October during which the district receives rainfall. The average annual rainfall is around 892mm. The temperature of the district is varies from 42C in summer and 3C in winter. The drainage system of the district is controlled by the river Ganga's tributaries, namely Kali Nadi, Isan, Arind & Bargash. The Kali Nadi which is bordering district from northern end, is perennial and the remaining tributaries are ephemeral. The district fall under the category of agricultural dominated district, occupying mainly the areas south of Kali river. The surface water irrigation is mainly through the network of the Lower Ganga Canal & Upper Ganga Canal.

Most of the industrial units are concentrated in 5 industrial areas;

Most of these units are spread over Etah, Jalesar and Awagarh towns. The district has five industrial estates, developed by the State government apart from multiple cottage industries. The industrial estates are not sector-specific and are summarized in the following table. However, most of the units are small scale / cottage units operating from home. Etah district is predominantly agricultural and nearly 70% of the work force is still engaged in the agricultural & allied activities. From the foregoing chapters it can be said that the Etah district has minimum necessary infrastructure that is required for setting up small-scale units in the district. Out of total population of 17,74,480 (2011 census) 5,45,984 are working population. Out of total working population, 68% are cultivators and agricultural labourers. This indicates that agriculture is the major source of income in the district.

The following table depicts the value of export of 3 major products from Etah :

Ghungroo & Ghanti (Ankle Bells, Bells & other Brass products) has been identified as ODOP Product under the State Government’s “One District One Product” Program.

Ghungroo & Ghanti (Ankle Bells, Bells & other Brass products) has been identified as ODOP Product under the State Government’s “One District One Product” Program. Etah cluster has evolved over the years and is currently one of the biggest brass bell manufacturing clusters in the country. Its major advantage is the easy availability of fine sand; the sand plays a key role in ensuring good sound from the bells manufactured using this process. The demand for the Etah brass bells remains constant due to the superior quality of their sound in comparison to bells manufactured elsewhere. The cluster turnover stands at around INR ~3 crores annually and the direct exports are close to INR 0.15 crores. The the brassware cluster provides employment to about 12,000 workers.

The cluster is famous for the quality of sound produced by the ankle bells & bells manufactured by the artisans of Etah. The soil is apt for the creation of moulds that enhance the acoustics & resonance of the brass bells. Over a period of time, the artisans of Jalesar Etah have additionally indulged in product diversification by fabricating metal handicraft products, like wall hangings, candle stands, pooja deeps etc.

The following are the key products manufactured in the cluster: Bells Bells ranging from a few kilos to gigantic 2 tons are made in Jalesar in Etah, which adorn the temples in Ayodhya Mathura & Kashi. Ankle Bells Tiny Ghungroos or Ankle bells are popular for their pitch perfect sound are manufactured in the cluster. These Ghungroos are an integral part of various dance forms such as Kathak, Bharatanatyam & Kuchipudi etc. Artware These may include a wide variety of products used for home decoration ranging from animal motifs such as elephant as well as photo frames, jewelry boxes, candle stands, wall hangings etc. ;

The registration of Geographical Indication (G.I.) status of Etah Ghungroo, Ghanti products is yet to be initiated.;

Following are principal support organizations that are working for the development of Ghungroo & Ghanti cluster in Etah:
► DIC Etah
► District Project Management Unit, UPSDM, Etah. ;

The following table lists the HS code under which the Ghungroo, Ghanti products are exported:;

The export scenario of India and Uttar Pradesh have been analysed basis the export statistics of HS code mentioned above under which Ghungroo, Ghanti 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.;

► HSN Code 830610 is used for Exports of Ghungroo, Ghanti products.
► 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.
Product 830610: India exports this product to USA, UK, Germany, Netherlands, France, UAE, Nepal, Chile, Japan & Australia. Below figure shows the top importers for this product (830610) from India

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. Traders in Etah have focused only on ankle bells & bells manufacturing whereas clusters like Moradabad have evolved into manufacturing various other brass products like sculptures, idols, etc. It was observed that most industries in Etah are unaware of the other type of products which can be manufactured using the same process. Since most of the sales are driven through traders, the artisans are unaware of new demand. This has led to them focusing only on manufacturing ankle bells and bells in the cluster. Diversification can be brought in the cluster by:

The artisans 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. The artisans going forward should focus on creating chimes and decorative bells etc. However, there is a huge potential in other brass products which can be explored.;

The Etah brass product buyers are generally retailers, who also give the design requirements for products. Furthermore, on the supply side Current designs are based on the knowledge transfer from older generations and are not updated with the latest market trends. By taking artisans on study tours where they can learn about new products which are in high demand and manufacture them in their units. The exceptions include some artisans who have been able to create catalogues for various other products manufactured using brass and have successfully marketed them. ;

There is one unit involved in processing of Chicory into substitute coffee powder, instant tea. It provides direct employment to around 35 people and close to 200 farmers are associated in the value chain who provide the raw material.

The chicory is being processed into different goods such as an additive to coffee powder, granules & thick concentrated liquid.

HS codes under which the product is exported from the district

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 codes 210120 & 210130 under which chicory is being exported. Alongside are the key facts pertaining to the analysed product code. a. Export Potential
► The total exports of Chicory products from Etah district were around INR 125 crores in year 2020-21.
► India's exports represent 4.2% of world exports for this product. 6 Product I 210130: India exported this product to South Africa, Russia, Portugal, Vietnam, Indonesia, Ukraine, Poland, France, Malaysia & USA etc. Product II 210120: India exported this product to USA, Ireland, Japan, Myanmar, UAE, UK, Philippines, Canada, Saudi Arabia & Thailand. ;
b. Potential Areas for Value Added Product Product Diversification – As of now based on the discussions with the manufacturer it came to be known that there is no scope of product diversification in the product as the production solely depends on the uses intended by the buyer with slight changes in the composition & forms such as powder, granules & concentrated liquid. The product is being sold to businesses in the coffee industry