Mainpuri is a district in the Agra division of Uttar Pradesh. The district with a population of 18,68,529 constituting to only around 1% of the total population of the state making it rank 50th within the state. The GSDP of the district is INR 7906.22 Crores

Mainpuri forms part of the ancient legendary region, Braj which was Lord Krishna's land. It is also home to various temples and historical masterpieces. The district is famous of its sarus crane which is an endangered species. There are approximately 8,000-10,000 sarus cranes in India and two-thirds of it resides in Karhal village anjani.

Mainpuri is a district in the Agra division of Uttar Pradesh, covering an area of 2,760 sq. Km. It lies between North Latitude 27° 13' 42.85” and East Longitude 79° 01' 43.75" The district is surrounded by Etah in the north, Farrukkhabad and Kannauj in the east, Etawah in the south and Firozabad in the west.

Road: Mainpuri has National Highways (NH34 and Agra - Lucknow Expressway, NH19, NH34 and Sugaon - Husenpur Road, NH19 and Kurawali - Mainpuri - Etawah Road) connecting it to Kanpur, Lucknow, Agra, Etah and Etawah. Railways: The District is well connected by Railway as well with trains to Kanpur, Agra, Lucknow, Etah and Etawah. Airport: Currently the city has no airport. The nearest airport is Agra which is around (about 149 km away), Delhi Airport which about 350 km away and Chaudhary Charan Singh International Airport in Lucknow which is about 216 kms away from the city is the nearest airport.

The district generally presents the appearance of an extensive level plain broken only by the sand ridges on the western border, the rolling sand hills and undulations of the Kali and Isan rivers, and the ravines along the Yamuna to the south-west. The Kali Nadi forms the boundary of this plain on the north and north-east and the Yamuna encloses it on the south-west. Both these rivers flow towards the south-east, and between them. The general slope of the country from north-west to south-east. Taking the district from north to south.
The soils of the district are typical of those found elsewhere in the Indo- Gangtic plain and are classified on two principles according as the distinctions recognised are natural- Bhur or artificial. The main agricultural products are Rice, Wheat, Maize, Bajra, Rapeseed, Groundnut, Sesamum, Filed pea, Garlic, vegetable pea, potato, Onion, and Tomato.

Mainpuri’s tourist places are Fort of Maharaja Taj Singh Chauhan, Raja’s palace, Garhi, Phoolbagh and Lohia park , Saman Bird Sanctuary, Cyvan (च्यवन) Rishi’s ashram and Sheetla Mata Mandir

The Agro based mills and units comprises of around 770 units of production in Mainpuri. The total turnover of these units is Rs. 300 crores through domestic sales but does not directly export. The Tarkashi product under wood/wooden based furniture have about 10 MSME units with an annual turnover of Rs. 1 crore through domestic sale. The following table depicts the MSME units with their turnover and employment:

The MSME units in the district mainly represent industries like agro based (Food products), ready-made garments and embroidery, wood/ wooden based furniture, and repairing and servicing. Agro based (Food products) industries contribute most in terms of employments ~ 81%, Ready garments and embroidery contributes ~4.19%, Repairing and Servicing contributes ~2.41%, wood/ wooden based furniture~1.71%. to revenue, and Engineering unit, Electrical machinery and other ~6.37% of work force is employed in this vertical. Out of total population of 1,868,529 (2011 census), 560,840 are working population . Out of total working population, 73% are cultivators and agricultural labourers, 23% working in other industries, 4% are household industry workers. 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 Mainpuri:

The economy of the cluster is heavily dependent on agriculture products- Rice.

In Mainpuri, Rice production is Approximate 187.02 metric ton from 62673 Ha cultivated land in major area of Block Sultanganj’s villages like Bhadura, Sweai, Sujapur, Pal, Ramnagar, Ahirwa, Mirjapur, Bhashuahar, Nagla Munsi, Nagla Beehari and Block Karhal’s village- Manikpur and productivity – 29.84 Qtl. /ha
There are ~15 operational units in the cluster employing around 250 individuals and with a turnover of about INR 80 crore. Agro based units are mostly located in Mainpuri city and nearby Mainpuri city like Agra road, Sirsaganj road, Jyoti road, and Karhal road within a radius of 15 kilometres.

Rice, (Oryza sativa), edible starchy cereal grain and the grass plant (family Poaceae) by which it is produced. Roughly one-half of the world population, including virtually all of East and Southeast Asia, is wholly dependent upon rice as a staple food; 95 percent of the world’s rice crop is eaten by humans. Rice is cooked by boiling, or it can be ground into a flour. It is eaten alone and in a great variety of soups, side dishes, and main dishes in Asian, Middle Eastern, and many other cuisines. Other products in which rice is used are breakfast cereals, noodles, and such alcoholic beverages as Japanese sake. The cultivated rice plant is an annual grass and grows to about 1.2 metres (4 feet) in height. The leaves are long and flattened and are borne on hollow stems. The fibrous root system is often broad and spreading. The panicle, or inflorescence (flower cluster), is made up of spikelets bearing flowers that produce the fruit, or grain. Varieties differ greatly in the length, shape, and weight of the panicle and the overall productivity of a given plant. Many cultures have evidence of early rice cultivation, including China, India, and the civilizations of Southeast Asia. However, the earliest archaeological evidence comes from central and eastern China and dates to 7000–5000 BCE. More than 90 percent of the world’s rice is grown in Asia, principally in China, India, Indonesia, and Bangladesh, with smaller amounts grown in Japan, Pakistan, and various Southeast Asian nations. Rice is also cultivated in parts of Europe, in North and South America, and in Australia.
In the 1960s the so-called Green Revolution, an international scientific effort to diminish the threat of world hunger, produced improved strains of numerous food crops, including that known as miracle rice. Bred for disease resistance and increased productivity, this variety is characterized by a short sturdy stalk that minimizes loss from drooping. Poor soil conditions and other factors, however, inhibited its anticipated widespread success. In the India it has been reported that there are over 6,000 varieties of rice.

Multiple varieties of rice exist including short-grain, medium-grain, and long-grain varieties. The following are the key varieties of Rice which are produce, processing and sale domestic and indirect export in the cluster: ;

► Basmati Rice: Pusa Basmati 1121, Pusa Basmati-1509 (IET 21960), Pusa Basmati- 1718, Sugandha-5, Sugandha-6
► Non-Basmati Rice: Surbati
► Hybrid rice: Sudha (D3100), PHB-71, Arize-6444

The export scenario of India and Uttar Pradesh has been analysed basis the export statistics of HS codes mentioned above. Alongside are the key facts pertaining to the analysed product codes.

The following table lists the HS codes under which the products are exported from the district: ;
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 Agri food related to Rice products like Basmati rice, Non-basmati rice of Mainpuri , 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 Saudi Arabia, Iran, Iraq, UAE, Benin, Yemen, Togo, USA, Nepal, Guinea, Kuwait, Malaysia, UK as mapped below. Product 1: 100630; _ Semi-milled or wholly milled rice, whether or not polished or glazed
India's exports represent 36.3% of world exports for this product, ranking it number 1. The value of India’s exports over the last 5 years have increased by CAGR 8% with a sharp increase in 2018 and then a subsequent dip post that and again increase in 2020. 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 40.75%, with a similarly sharp increase from 2018-19. The top importers for this product in the world are given below, alongside the value of the product imported in 2020. 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.

Product Diversification is one of the most crucial product uplifting strategies which in turn is an important 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:

Tarkashi is a technique of inlaying brass, copper or silver wires in wood under wooden crafts.

It is a unique and artistic product of this district. It is used for decorating jewellery boxes, name plaque and other similar items. Along with this, the amazing art of Tarkashi can be seen in door panels, trays and lamps, sandook (chest), decorative pieces, tables, flowerpots, Pen stand etc. Usually, Sheesham wood is used for this art in Mainpuri. The process of inlaying metal into wood carvings is a laborious and highly skilled work. The process involves carving of the design from a piece of paper onto a hard block of wood in the form of deep and thin grooves. Then the wires are placed in the grooves and knocked into the position by a hammer.
The cluster emerged in the 1960s, when the first National Award Winner artisan from Mainpuri – Mr Ram Swaroop Shakya, introduced this art form as a profession and started creating Tarkashi products like bangle box, stool, centre table, images of Gods, Goddesses and famous personalities. While it was decorated monuments, today’s home décor articles, like images of Gods, Goddesses, decorative pieces, tables, flowerpots, etc., are crafted and sold. This thriving art form, taken forward with pride by the artisans, has taken the interior decoration industry by a storm. There are as many as 30 micro units involved in production of taps in the district. Tarkashi art products cluster of Mainpuri covers Mainpuri city, Bewar, Jagir, Bagpur, Manpur, Bankiya, Lodhipur, Lakhuara, Kurawali, Bhogaon, etc.

In Mainpuri, there used to be an Ashram (holy place) called Lal Sing Man Singh Ashram. Mr Munshi Lalji, the Guruji (principal person) of the Ashram knew the Tarkashi art form; It is the art of inlaying a fine flattened wire (tar) of brass, copper or silver in wood. He used to do practice the art on Kharau (wooden sandals). Mr Ram Swaroop Shakya learnt this art from Mr Munshi Lalji. He later migrated to Lucknow where he practiced and perfected this art with the help of Central Design Centre, Lucknow. He was in Lucknow for around 15 years before he came back to Mainpuri in 1960. Then he started working on the art form on a full-time basis. He introduced products like bangle box, stool, centre table, images of Gods, Goddesses and famous personalities on wooden frames, etc. He received the national award in 1970 and Shilpa Guru Award in 2005. He also undertook personalized training of individuals. His wife and sons (and later their wives) learnt this art form from him. They established a training centre called Tarkashi Hastshilp Kala Kendra where they trained many and some of them have become master artisans themselves today. They also have a sales outlet in the name of Tarkashi Handicrafts Point.
Due to its antiqueness, it was identified as the key product for the district under ODOP. Today, the cluster is spread across several towns and villages of the district. It is estimated that there are about 80 fully trained artisans who are practicing this art professionally, either fulltime or on a part time basis. Another 70 artisans are practicing it as trainees. These artisans create:
► Two-dimensional images of Gods, Goddesses and individuals
► Three-dimensional bangle and scent box
► Three-dimensional name plaques (on order basis) and mementos
► Furniture (on order basis)
► Three-dimensional show pieces like glass, ashtray, key rings,

► Images of Gods, Goddesses and individuals
► Bangle and scent box Water Pump,
► Name plaques (on order basis) and mementos
► Furniture
► Show pieces like glass, ashtray, key rings, Faucets, ;

Cluster Stakeholders

The export scenario of India and Uttar Pradesh have been analysed basis the export statistics of HS code mentioned above under which Wooden furniture 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 Tarkashi art products under wooden crafts of Mainpuri , 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, Germany, Netherlands, France, UK, Australia, Belgium, Canada, Spain, UAE, Italy, Poland, Saudi Arabia, Viet Nam, Denmark, Maldives, Mexico, Greece, New Zealand, etc. Product 1: 940360_ Wooden furniture (excluding for offices, kitchens and bedrooms, and seats)
India's exports represent 2.1% of world exports for this product, ranking it number 9, behind China, Poland, Viet Nam, Italy, Germany, Indonesia, Malaysia, and Lithuania. The value of India’s exports over the last 5 years have increased by CAGR 3% with steady growth since 2016 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 9.29%, with steady growth since 2018-19. The top importers for this product in the world are given below, alongside the value of the product imported in 2020. Figure 14: The top importers for this product in the world for HSN-940360 Prominent countries which import from India: 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.

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:
► 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