Amethi is the name of a district in Ayodhya division of the Indian state of Uttar Pradesh. Gauriganj town is the headquarters of the Amethi district.

Amethi was the 72nd district of Uttar Pradesh which came into existence on 1 July 2010 by merging three tehsils of the erstwhile Sultanpur district, namely, Amethi, Gauriganj and Musafirkhana and two tehsils of the erstwhile Raebareli district, namely, Salon and Tiloi and was named as Chhatrapati Shahuji Maharaj Nagar. However, its name was changed back to Amethi later. In the past, Amethi used to be called Raipur-Amethi. Raipur is the place where the fort of Raja of Amethi. His ancestors used to reside in Raipur-Phulwari, where the old fort is still there. Amethi is also famous for the temple called Hanumangarhi and a mosque both built about hundred years ago. About three kilometres north of Amethi there is a tomb of famous poet which is in Ram Nagar, Saint Malik Muhammad Jayasi where he died, and the fort was built by Bachghoti Rajas. Moonj grass is found in abundance in some parts of UP. Amethi is one of them. This natural fibre is used to make domestic and daily household products. Rope weaving in itself is a traditional practice of India; the locals started using the grass to weave traditional baskets, ropes and woven cots etc. Coiling a few strands of semi dried Moonj grass creating a radial pattern or folding it in specific parameters to crate various useful products. Finally the ropes and woven cots are closely tied with jute thread to ensure the structure is in place.Baadh (Moonj), a type of string used for knitting house cots, is main handicraft of Amethi.

District Amethi lies at the latitude 26°9’ north and longitude 81°49’ east at an average elevation of 101 metres (331 feet) from mean sea level. The total geographic area of the districts is about 3063 km squire. The surface is generally level, being broken only by ravines in the neighbourhood of the rivers. The principal river is Gomti, which passes through the centre of the district. North side of this district is bounded by Faizabad District; South side is bounded by Pratapgarh District. West side is bounded by Bara-Banki District and Raibareilly District and the East side is bounded by Sultanpur district. Etc.

Air: The nearest airports are Chaudhary Charan Singh Airport Lucknow Allahabad Airport is the nearest airport which is 95 kilometers (59 miles) from Amethi. are Chaudhary Charan Singh Airport Lucknow Rail: Amethi railway station has direct trains connecting with major cities like Jammu, Amritsar, Ambala, Delhi, Lucknow, Kanpur, Dehradun, Haridwar, Jaipur, Allahabad, Varanasi, Patna, Kolkata, Puri, Bhopal, Mumbai, and Bangalore. Road: Amethi is well connected by roads to neighbouring and other districts. Distance of Raibareily is 51 Km. Distance of Sultanpur is 40 Km. and Distance of Pratapgarh District is 82 Km. Distance of Lucknow is approximately 125 Km.

Amethi district administration is headed by the District Magistrate of Amethi. The DM is assisted by a Chief Development Officer (CDO), Two Additional District Magistrates (ADM) (Finance/Revenue), ADM(Judiciary). The district is divided into 5 sub-divisions and 9 development blocks. Each sub-division headed by a Sub Divisional magistrate. Amethi District is divided into 5 tehsils and the same tehsils are further divided into blocks as sub-division for efficient administrative set-up. The district police are headed by a Superintendents of Police (SP)/ Two Additional Superintendents of Police (Addl. SP). Each of the several police circles is headed by a Circle Officer (CO) in the rank of Deputy Superintendent of Police.

Industrial profile of the district

The industrial Landscape of the district is as follows: Amethi is primarily an Agro based region just like any other city in India with 33 units focused on Agriculture. The investment in this category is about 98.55 lakhs and the employment in the region is 104. The following are the prominent type of industries in the district. According to the table, the maximum number of units are involved in the repairing and service sector.

Moonj is currently a household level craft, that has the potential to turn into a flourishing cottage industry and eventually light manufacturing industry. Being traditional and an age-old industry it has been taken under the wing of the ODOP initiative. In terms of industrial set-up, there are six industrial areas having establishment of MSME Industries.

The chapter focusses on the export scenario of India and Uttar Pradesh and then deep dives into the export statistics of Moonj products code 460219, Basketwork, wickerwork, and other articles, made directly to shape from vegetable plaiting materials stating the target countries for market expansion for both the products. Annual Exports of basketwork from Uttar Pradesh is around INR 42 Lakhs approx. The total export from Amethi is approximately INR 152.21 Crore for the period September 2020 to November 2021. Moonj does not fall under the category of exported products in Amethi.

Moonj Craft

Around 1.5 lakh people are engaged in working with material made of moonj in the district. It is used for making a variety of products including ropes, weaved cots, etc. Rope Weaved cots are ready to use and give remarkable traditional and ethnic look also. These cots are easily portable, storable, and durable. This is a domestic cottage industry. Moonj products are made without using any advanced equipment or technical knowledge. Around 2 to 3 kilograms of badh is made by each worker every day. On an average, 3 to 3.5 lakh quintal badh is produced per month. Moonj is the out layer of a type of grass called ‘Sarpat’. This layer is peeled off and knotted it is easy to dry, dying and store. These knots are locally called” Bhalla”. This Sarpat is available for the preparation (process) of raw material from Dussara Festival to Deepavali festival. Kasa Grass collected from the roadsides and agriculture fields. This is also the raw material used in making of Moonj products. Nearly 500 artisans are practicing the Moonj craft. All most all the women artisans are practicing this craft “Moonj”. Normally Family member except young men and boys are practicing the craft. Muslim artisans in majority are practicing the craft.

Moonj products were more attached in the families of Amethi district. But mainly a major number of artisans primarily women artisans practice this craft up to the processed raw material available. This craft was practicing nearly 80 years. A large number of women are practicing this craft for their skills increase and better livelihood.

The motifs of basketry are created by adding colored grass in between. The Moonj coiled grass products are ideal to serve daily life purposes. These natural products can be used as containers, food storage devices and wall decorators. The products are very simple, attractive, and eco-friendly. The market is flooded with a variety of products made from moonj like basket (daliya), coaster stand, bags, decorative items and more. Eco-friendly moonj products have the potential to do well in the national as well as international markets. ;

Cluster Stakeholders

There is no specific industrial association in Amethi related with Artisans and Manufacturers of Moonj Products.;

The export of Moonj product from District Amethi is negligible. India is not exporting much amount of product from this category. The Export of this product from the district would start substantially after implementation of intervention over the span of next 5 years.

There are no specific HSN Codes which may be used for Exports of Moonj products, but here analysis of one prominent HSN code has been done. 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 Moonj products are exported. There are no specific HSN Codes which may be used for Exports of Moonj products, but here analysis of one prominent HSN code has been done. Alongside are the key facts pertaining to the analysed product codes.

► The total export of this product from Amethi district was negligible in year 2019-20.
► The cluster has tremendous export potential, but owing to lack of proper market assessment mechanism, changing product types, 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 integration between the exporters and importers, thereby making the export ecosystem robust and effective.
► These products do not have specific HSN codes. Based on stakeholder consultations, following HSN codes were mentioned for the product. Product 460219: Basketwork wickerwork and other articles, made directly to shape from vegetable plaiting materials India's exports represent 1.7 % of world exports for this product, ranking it number 7. The value of India’s exports has gradually increased since 2015-2019, There has been an increase by CAGR 44% in the past 5 years, and as per data FY 2015-19 for exports from India. India exported USD 19,889 Thousand values of Basket work products in 2019. Being in the same region, India is primarily in competition with China who clearly dominates the world market including 63.9% of world exports. Uttar Pradesh exports this product to USA, France, Canada, Sweden, Denmark, and Netherland. Below figure shows the top importers for this product (460219) in the world:
Targeted Markets For boosting exports, there needs to be two-pronged strategy for targeting markets: Immediate Priority Markets These are those countries where proper marketing efforts will unlock the potential of that country in very short period.
► FTA markets: India enjoys FTA agreement with Republic of Korea and Japan. FTA markets are very lucrative as in these markets our exporters pay reduce tariff rate as oppose to other nations, Exporters should be made aware of the product type in this segment which are in great demand in these markets. Additionally, exporters need to be made aware about quality requirement, labelling and packaging standards of these countries to boost exports. The Japanese culture also puts great value into the packaging of a product as much as the quality of the product and Moonj can be developed as a high-quality packaging material. Similarly, India should also target Singapore as India has an FTA with ASEAN of whom Singapore is a member.
► High Growth Markets: Indian exporters should target high growth market such as UAE (40%), and Oman (73%) where demand of this product category is increasing, and the quality requirements are also less. Long-Term Priority Markets The following countries come under Long-term priority market as these are those markets where the untapped market potential can only be fulfilled if Indian exporters comply and raise the quality of the product to the highest standards and major efforts is required in marketing which will require time to accommodate the same.
► Increase its market share in existing market: France is one of the major importing countries (4th Largest) of the world in this segment. UP exporters should target this market more as it is one of the highest growing market (16%) in acceptance of this product. Although, since France is a part of EU, exporters need to be made aware about quality requirement, labelling and packaging standards.
► Australia: Australia is a long-term priority market. Major issue to cater this market is high quality requirements and freight rates. Additionally, presence of Indian diaspora makes Australia a highly lucrative country for export.
► Countries in European Union: As mentioned earlier, France is a long -term priority market as it is a major importing country of this product in the world. Additionally, Netherlands, Italy and UK are other lucrative markets as the people here are willing to pay extra money for handmade and sustainable products.

The above figure displays the flowchart of movement of goods from raw material to destination, it can be also be inferred that majority of transport distance is covered by road. Hence, road freight rates incentives are critical for export boost from UP. Top Ports used by Uttar Pradesh for the selected product’s transport

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 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 cluster requires more focus on new varieties of these products which are in high demand in the global market. 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 Moonj products with eco-friendly artificial jewelleries.

Agriculture Products (Non-Basmati Rice)

The state is a leading producer in agriculture products like rice, etc. The economy of the cluster is heavily dependent on agriculture products. Approximate Export turnover of the Rice is INR 0.62 Cr.

Rice: Any rice other than Basmati Rice is named as non-Basmati rice. In the world it has been reported that there are over10,000 varieties of rice and out of which the maximum number are in India.

Rice: Multiple varieties of rice exist including short-grain, medium-grain, and long-grain varieties.;

Cluster Stakeholders (Rice)

Following are principal Industry Associations that are working for the development of Rice:
► Agriculture and Processed Food Products Export Development Authority (APEDA)
► Indian Industries Association (IIA)
► Rice Export Promotion Forum (REPF)
► International Rice Research Institute (IRRI) - world’s premier research organization dedicated to reducing poverty and hunger through rice science; improving the health and welfare of rice farmers and consumers; and protecting the rice-growing environment for future generations
► U.P. Council of Agricultural Research (UPCAR) - The UPCAR is an autonomous apex state organisation registered as a society, which plans, co-ordinates and promotes research, education, training, and transfer of technology for advancement of agriculture and allied sciences. The UPCAR was established on June 14, 1989, with its headquarters at Lucknow.
► Agriculture Department
► Krishi Vigyan Kendra (KVK) ;

Export Scenario

HS code under which the product is majorly exported from the district.;

Current Scenario The export scenario of World and India have been analysed basis the export statistics of HS code 100630 (Semi-milled or wholly milled rice, whether or not polished or glazed) under which non-Basmati rice is exported from Amethi district. Alongside are the key facts pertaining to the analysed product code. India’s export compared to world is very low (approximately 29.76%). ;

Rice: HS Code 100630 (Semi-milled or wholly milled rice, whether or not polished or glazed)
► The total exports of product from Amethi district as per HS code 100630 are around INR 0.37 crores in the period September 2020 to November 2021.
► India's exports represent 29.8% of world exports for this product; its ranking in world exports is 1.
► India exported this product to Iran, Indonesia, Malaysia, Bangladesh, Yemen, China, Saudi Arabia, Sri Lanka, USA, Nepal etc. Below figure shows the top importers for this product (100630) in the world

Rice: 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 up gradation 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: