Azamgarh is situated on the bank of Tamsa River in the eastern region of Uttar Pradesh. Azamgarh, one of the easternmost districts of the State.

It is located 268 km (167 mi) east of the state capital Lucknow. It once formed a part of the ancient Kosala kingdom, except the north-eastern part of it which was included in the kingdom of Malla. Kosala figured prominently among the four powerful monarchies of northern India during the time of the Buddha when its prosperity reached its zenith. The total population of Azamgarh is 46.13 lakhs. The city is famous for its terracotta and handloom craft. Terracotta products of the district of received GI tag in 2015 by the Government of India. It is the headquarters of Azamgarh division, which consists of Ballia, Mau and Azamgarh districts.

Azamgarh is located between 25 ° 38'' and 26° 27' north of latitude and the meridians of 82° 40 ‘and 83° 52' east of longitude. It is bounded by Mau on the east, Gorakhpur on the north, Ghazipur on the south-east, Jaunpur on the southwest, Sultanpur on the west and Ambedkar Nagar on the north-west. The district has an area of 4054 Sq.km. Azamgarh district has been divided into 8 Tehsils, 22 Blocks, and 4101 villages . Azamgarh is accessible from many parts of India through Rail and Road. It is directly connected with New Delhi, Patna, Kolkata, Mumbai, Varanasi, and other major cities by Azamgarh railway station. Frequent road-transport is available for Varanarsi, Lucknow and Gorakhpur. Direct buses are also available for Lucknow and New Delhi

District mainly comprises plain lands without any hills, the only variations in the surface being caused by the dire lands along the streams that drain it. Ghaghara River is the main river flowing through the district. The river has its origin in the mountains of Kumaon & Nepal, and it makes the northern boundary of Azamgarh District and separates it from Gorakhpur. Except in the proximity of the Ghaghara River, the region slopes gently towards the southeast. Topography of Azamgarh District also includes depressions of varying depth and extent in which the surface drainage of the interior collects. Azamgarh falls under 8th eastern plain agro climatic zone. Azamgarh has damp and humid subtropical climate with cool, dry winters from December to February and dry, hot summers from April to June. The rainy season is from mid-June to mid-September, when Azamgarh gets an average rainfall of 1031 millimetres. In winter, the maximum temperature is around 25 °C (77 °F) and the minimum is in the 3 to 4 degrees Celsius range. Fog is quite common from late December to late January. Summers are extremely hot with temperatures rising to the 40-to-46-degree Celsius range.

As given in the following table, MSME industries across the sectors of agro-based industries, repair & servicing, wood, metal, textile, chemical, leather, paper and paper products etc. are the key economy drivers of the district. Repairing and Servicing, highest among all the enterprises contribute most in terms of employment and revenue, which is approximately 17% and 15% respectively followed by agro based industries which contributes ~14% to revenue and ~12% of work force is employed in this vertical.

Repairing and servicing sector of MSME with 1122 units in the district is the most prominent and economy contributing sector of the district. It is followed by sectors such as “agro based,” “Wood and wooden based furniture,” with 663 and 375 units, respectively. Out of total population of 46,13,913 (2011 census), 13,72,032 are working population. Out of total working population, 27.6% are working in other industries, 31% are cultivators, 32.9% are agricultural labourers and only 8.5% are household industry workers. This indicates that agriculture is the main source of income in the district.

The total export from Azamgarh is approximately INR 6.8 Cr for the period September 2020 to November 2021. The following table depicts the value of export of two major products from Azamgarh:

The district has a numerous household industries and artisans, especially involved in the production of Black pottery and terracotta items and providing employment to large number of people. In the small town of Nizamabad which is 25 km away from Azamgarh district in Uttar Pradesh, pottery is not only a passion but a pride for the people. Around 200 families are involved in the craft and is renowned for its black pottery. This particular variety features a shiny black surface with engraved silver patterns. The art of making this kind of pottery originated in the Kutch region of Gujarat. It is believed to have been brought to Nizamabad during the reign of Mughal Emperor, Aurangzeb. Being one of the oldest industries of the district, pottery still contributes substantially to the economic life of the people. The fancy pottery made in Nizamabad is famous in the world. The famous black pottery in Azamgarh is ODOP cluster of Uttar Pradesh with about 500 artisans associated and with a turnover of about INR 20 crore. The cluster said to be more than 800 years old with more than 200 families involved in the manufacturing of pottery products. Azamgarh’s black pottery has also received the GI tag due to its historical importance and uniqueness.

The potters here make teapots, sugar-bowls and other decorative articles. The earthen wares and statues of Gods and Goddesses particularly of Ganesh, Laxmi, Shiva, Durga and Saraswati are also made. These products fetch rich market during fairs and festivals. The distinctive colour can be credited to the process in which the articles are fired in enclosed kiln with rice husks. The smoke that is generated in the process imparts the black color. The designs are then etched on the dry surface which is then filled with silver paint that is made from zinc and mercury. To lend a glossy look to the products, some vessels are coated with lacquer when they are still hot. Black Pottery culinary ware has been used for cooking various local dishes since ancient times, it adds an earthy taste and nutrients like calcium, phosphorous, iron, magnesium and sulphur to food, which are extremely beneficial to our body. It is also alkaline in nature and neutralizes the acid making the food easier to digest.Black Pottery vessels are porous in nature and allows effective circulation of heat and moisture while cooking thus avoids burning. It is most commonly used in Purvanchal & Champaran region in the country to cook famous local dish “Handi mutton”. It is seen as organic and eco- eco-friendly alternative against metal or other cooking vessels available in market.

The following are the key products manufactured in the cluster: The artisans make decorative as well as useable items in the cluster. Generally, the price of crafts varies from Rs 1/- to Rs 6000/- where as it costs more than Rs 15,000/- for special artistic crafts produced as per interest of the customer. The traders and individual buyers visit the artisan production units and pay advance for their required products. Further, the artisans participate in the trade fairs, Melas, Dilli Haat, SurajKund Craft Mela, Lucknow Mahotsav, Agra Mahotsav, IITF New Delhi, Rural Handicraft Melas, Chhattisgarh Handicraft Mela etc. for marketing their products. These products have high probability to enter into export market, mainly to the Asian countries, being aesthetically pleasing and eco-friendly. ;

The black clay pottery is unique type of clay pottery known for its dark shiny body with engraved silver patterns. It was registered for Geographical Indication tag in December 2015 by Yuva Jagriti Pottery Shilp Samiti, Nizamabad, Azamgarh. The GI registry in the city has provided GI tag to black clay pottery of Nizamabad, Azamgarh for the product;

Following are four principal Industry Associations/SPVs that are working for the development of Black Pottery in Azamgarh:
► Uttar Pradesh Institute of Design
► Uttar Pradesh Handicrafts Development and Marketing Corporation Ltd
► Khadi and Gram Udyog board
► Small Industries Development Bank of India
► Development Commissioner for Handicrafts
► MSME - Development Institute, Kanpur
► Central Glass and Ceramic Research Institute Khurja
► District Industries Centre
► Black Pottery Foundation ;

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 codes mentioned above under which black pottery 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. ;

► The total export of above-mentioned HS code from Uttar Pradesh was approx. INR 18 crores in year 2018-19 , but there is no direct export from Azamgarh district, However Black pottery are exported by traders based in Delhi.
► Other prominent products exported from Azamgarh District is silk saree.
► As per the artisans from black pottery, the demand for the products depends a lot on the aesthetic design, technological upgradation upon traditional method of manufacturing which provides new look and feel to the product specially, the decorative ones.
► These products have high probability to enter into export market, mainly to the Asian countries, being aesthetically pleasing and eco-friendly. But currently, due to the non- availability of market and brand development facilities, all export is in-direct through traders or middleman. This craft is a tax-free craft and most of the artisans in the district don’t have registered units with GST no.
► The cluster has tremendous export potential, but owing to lack of proper market assessment mechanism, changing design patterns, specific demand preferences, the traders in cluster are hesitant of being exporter.
► 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.
► Black pottery products do not have specific HSN codes. Based on stake holder consultations, following HSN code was mentioned for the product. – Product 691200: Uttar Pradesh exports this product to UAE, Italy, Saudi Arabia, China, USA, Turkey, Hong Kong, Japan, Thailand, Nepal, and Morocco. Below figure shows the top importers for this product (691200) in the world:

A. 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 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 artisans going forward should focus on creating earthen refrigerators, water coolers, filters, earrings and neck pieces, bathroom sets, water bottles, bird houses, coasters, wall clocks, etc. 2. Modifications of Existing Products It has also been found that most of the artisans do not pay heed to modification of existing products in the light of design, colour combination and size. This indicates that they lack pragmatic approach to product modification. The artisans of the cluster who prepare the cutlery products should start expanding their product range and create wide range of dinning sets in different sizes. These should then be sold as dining sets including, plates, trays, glasses, bowls etc. They can create geometric patterns, mandala and zentangle on their products which are quite prominent for cutlery Also, they can launch new range for flowerpots, vases to compete with blue pottery ceramics. B. Packaging: Packaging plays very important role for delicate products such as pottery. The shabby packaging hinders it to entice the audience and create a market for itself. Another challenge with packaging is that it is not durable to transport the ports for exports. The artisans should use packing techniques in order to prevent any damage to the product such as cushioning for delicate products against compression and impact damage, creating barriers in the box using Bituminized / Kraft paper, paraffin waxed paper, PE/Kraft paper or PVC film and duty corrugated fibreboard box materials.

Weaving in Azamgarh is century old and started weaving in Mubarakpur since 14th century with cotton, later during 15th century silk was introduced in weaving by group of people brought by Raja Mubarakshah. Azamgarh is one of the key silk saree manufacturing pockets in India. The district is a part of the silk manufacturing region of the state. Silk saree manufacturing is spread across various pockets and villages of the district of Azamgarh. However, Mubarakpur, Ibrahimpur, Azamatgarh and Jahanaganj are the most prominent ones. The district of Azamgarh has ~55,000 weavers engaged in warping, weaving, designing, finishing, and marketing of silk sarees. The weavers work on a job work and independent model, earning an average monthly wage of ~INR 8,500 to 10,000, ~65% of weavers in the cluster are male while only ~35% are women. A majority of the weavers engaged are from the Muslim community in the district. There are ~11,3001 unregistered micro unit holders in the cluster who are mostly household weavers having looms set up at their home premise. The cluster, including all four pockets have a total of ~21,000 looms which consumes 3,24,720 kg/month of yarn.

The weavers of the district specialize in hand-crafted silk saree with zari work, including butidaar and jangla silk saree. The cluster produces a wide range of product like saree, poly part, suit pieces, lacha, dupatta’s etc., the silk sarees are the most prominent product of the cluster. These silk sarees are further divided based on the type of silk, design, zari work etc. are are made with fine heavy gauge silk yarn woven as warp and weft along with gold and silver zari yarn to create brocade designs.

The cluster currently manufactures the following types of silk saree: 1. Butidar saree: Made with gold and silver zari threads for butis work. The Butidaar saree is also known as Khadhua saree and has great traditional importance. The pattern of buties are incorporated by kadhua technic and the entire design is embedded with hand work. This variety is famous in Mubarakpur pocket of Azamgarh cluster. 2. Jangla Saree: Jangla motif is the oldest known motif in the history of Banarasi silk weaving. It is an overall vegetative running motif with creepers (bel), done beautifully in contrast to the flowers (butas). 3. Cut- work saree: This type of sarees is prepared by the cut work technique and is made from selvage to selvage on plain ground after removing the threads which are not woven during weaving. The threads hang loosely between two motifs and the extra-threads are then cut manually. Cut work is a cheaper version of the Jamdani variety 4. Jamdani: The silk jamdani is basically mixed with cotton as weft and silk as warp forming a technical variety of saree. This cotton and silk brocade saree is designed with heavy zari motifs and is usually intricate in traditional pattern. Designs like konia buti, Mango buti, paan buti and genda buti are the most attractive designs of jamdani saree. ;

The district is a part of the silk manufacturing region of the state; the Varanasi-Mirzapur belt. Azamgarh and five other districts, Mirzapur, Varanasi, Sant Ravi Nagar and Chandauli from this belt, received a Geographical Indication tag in 2009 for their silk saree, which are recognized as the “Banaras Brocade and Saree.”.;

Cluster has one active informal industry association named as ‘Reshmi Vastra Vyapaar Mandal’. Association is unregistered and based in Mubarakpur, having 200 members onboarded which resolve the issue arise between weavers and disputes belonging to the business of weavers, master weavers and other stakeholders.;

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 mentioned above under which polyester saree 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. ;

► The total export of Silk saree from Azamgarh district was approx. INR 41,284 in year 2020-21, however the turnover of silks saree is 194 crores, which indicates the untapped export potential of the product
► 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.
► Silk saree do not have specific HSN codes.
► Silk fabrics are comparatively lighter than other fabrics which creates high potential of export with the GCC countries which preferred light weight fabrics and attires like Hijabs, scarfs, stoles, suits, dupattas, along with the accessories
► India's exports represent 8.3% of world exports for this product, its ranking in world exports is 3. Product 500720: Uttar Pradesh exported this product USA, Nepal, Singapore, Thailand, Canada, Korea RP, Australia, U Arab EMTS, Germany, Jordan, Hong Kong, Qatar, Mauritius, UK, and China P RP etc. Below figure shows the top importers for this product (500720) in the world:

Product Diversification – In today’s day and age, with great influence of the western culture in our lifestyles, our style of dressings has also seen a change. The fact that sarees are not part of our daily attire is seen to be directly impacting the sales and exports of the product This will play a vital role in exports as it is a product uplifting strategy. Most weavers 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: 1. Development of new products: The weavers 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 weavers going forward should focus on creating additional products such as western outfits, home furnishing products, accessories etc. 2. Modifications of existing Products: It has also been found that most of the weavers use no strategy for making modifications to the existing products in the light of design and fusion. The weavers can make fusion products by blending zari-work with madhubani or block prints.