Shahjahanpur City is established by Shri Diler Khan and Shri Bahadur Khan sons of Shri Dariya Khan who was soldier in the army of the Mughal Emperor Jahangir. Both, Shri Diler Khan, and Shri Bahadur Khan were dignitaries in the regime of Shahjahan. After being pleased with the services of Shri Diler Khan; Shahjahan gifted 14 villages with the permission to construct a Fort. Diler khan developed a fort in “Nainar Khera Village” which was situated on the rivers Garrah and Khannaut. He also established 52 type of Pathan’s Caste. Today, most of the mohallas are on the name of these castes.

Like Shahjahanpur City, Tilhar was developed by “RAJPUT – TIRLOK CHANDRA”.This is the oldest town of the district. Due to supply of “BOWS” to the Military, this town was called as “TEER KAMAN NAGAR”. Shri Mangal Khan who was a NAZIM of Hafiz Rehmat Ali Khan Nawab Rohil established a Fort in village “MANSURPUR” near “TILHAR” He and his family members possessed it up to first freedom struggle of 1857.Later, British Government occupied it and converted it in Tehsil and Police Station.

The district is Located at Latitude- 27.8 N, Longitude-79.37’ E. The district shares border with Bareilly District to the North, Badaun District to the west , Farrukhabad District to the South ,Hardoi District to the South, Kheri District to the East , Pilibhit District to the North. It occupies an area of approximately 4575 square kilometres. It is in the 173 meters to 154 meters elevation range. This district belongs to Hindi Belt of India.1

Shahjahanpur is situated at a distance of 29 Kms from Shahabad, 79 Kms from Bareilly, 85 Kms from Sitapur, 146 Kms from Etah, 166 Kms from Aliganj, 170 Kms from Lucknow, 219 Kms from Aligarh, 335 Kms from New Delhi, 358 Kms from Gurgaon and 1148 Kms from Howrah. Moreover, it is well connected through the Uttar Pradesh State Road Transport Corporation (UPSRTC) to other districts of the state. Shahjahanpur has its own railway station that connects the district to many cities of the state like Gorakhpur and Varanasi through passenger trains. Moreover, being situated on Jammu Tawi-Howrah rail route, it is also linked with cities like Haldia, Vindhyachal, Lucknow, Delhi, Agra, Mathura, Amritsar, Mumbai, Bangalore, Bhopal, and Hyderabad through the rail network.
The nearest airport to Shahjahanpur is Lucknow’s Chaudhary Charan Singh International Airport which is at a five-hour distance from Shahjahanpur from here.
► Air: Lucknow’s Chaudhary Charan Singh International Airport located 180km from the city is well equipped to carry air traffic. Regular flights to all major destinations are operated from Lucknow.
► Rail: Shahjahanpur is a major rail junction connecting the northern and north-east lines. Trains from the north (including Jammu Tawi and Amritsar) and Delhi running east and northeast (to Gorakhpur, Barauni, Howrah, Guwahati, and Dibrugarh) pass through Bareilly. Many trains to railway stations in Uttarakhand pass through Shahjahanpur.
► Road: Shahjahanpur is well-connected through the railways and road network. The city lies on the National Highway 30 (NH 30 - according to the new National Highway system in India). Bareilly is on the Moradabad-Lucknow route.

Land of district Shahjahanpur is plains and fertile. Land of district Shahjahanpur on the side of the riverbank is low and other side it is comparatively high side of land is called Bangar and low side is called khadar. The north side land of tehsil Puvayan as is domat land. Land in the west side of the district is comparatively very low due to land erosion of the rivers. Due to this reason at the time of rainfall the area become flooded. In the Block Kaur, Khutar, Nigohi & Jaitpur land is domat and matiyar. In the district water level is 20’ to 25’ below. Shahjahanpur district reports a very low proportion of area is under forest. The total area under forest 10499 hectares is much less as compared to state’s average. In this district the trees like Shisham, Arjuna, Kanjikhair, Saagaun, Neem, Eucalyptus, Babool, Mango and Jamun trees are found in sufficient numbers.

Shahjahanpur is a city in the northern Indian state of Uttar Pradesh. it comes under Bareilly Division and is a centre for the manufacture of zari. Shahjahanpur is a city which comes in the route of New Delhi and Lucknow and has a lot of potential for setting up industries to attract people to settle. The most prominent MSME sectors in the district are: Agro-based, woollen, silk, artificial thread-based clothes, ready-made garments and embroidery, wooden and wood-based furniture as shown below.

The most prominent sector is the readymade garments & embroidery – Zari-zardozi and agro based with and investment of 126.70 and 603 lakhs respectively. This is followed by the wood and wood based and Woollen, silk & artificial Thread based clothes industry. Figure 2: MSME landscape of the district Out of total population of 3,006,538 (2011 census), 892,214 are working population. Out of total working population, Total 321,484 Cultivators are depended on agriculture. 175,020 people works in agricultural land as labour.

The total export from Shahjahanpur is approximately INR 527.26 Crore for the period September 2020 to November 2021. The following table depicts the value of export of major products from Shahjahanpur.

The art of zari has been associated with the aristocratic & royal persona of India for a long time. It is one of the most famous & elaborative techniques of metal embroidery. The craft of zari embroidery has been undertaken in various districts of UP since ages

The art of zari has been associated with the aristocratic & royal persona of India for a long time. It is one of the most famous & elaborative techniques of metal embroidery. The craft of zari embroidery has been undertaken in various districts of UP since ages. The main craft centric areas of the state are Bareilly, Lucknow, Unnao, Shahjahanpur, Chandauli and Varanasi. The craft survived at these pockets on hereditary basis and spread to nearby districts. The craft flourished in Bareilly city and nearby area and become major economic activity.

Listed below are different kinds of zari work in the region:

The following are the key products manufactured in the cluster: Zardozi Zardozi is a heavy and elaborate embroidery work which uses a variety of gold threads, beads, seed pearls and gota. Zardozi work is mainly done on fabrics like heavy silk, velvet, and satin. It is used to embellish wedding outfits, heavy coats, and other products. Zardozi embroidery is a beautiful metal embroidery, which was once used to embellish the attire of the Kings and the royals in India. It was also used to adorn walls of the royal tents, scabbards, wall hangings and the paraphernalia of regal elephants and horses. Kamdani Kamdani is light needle work, which is done on lighter materials like scarves, caps etc. using flattened wire. Ordinary thread is used, and the wire is pressed down to produce satin stitch effect. This effect produced is glittering and it is called hazara butti. In Kamdani, the wire is attached to a small length of thread is pulled through the fabric with a needle, beautifully working into motifs. This is also referred to as ‘fancy kaam’. Kamdani is becoming a rarity and most of the craftsmen are elderly men. ;
Gota Work Traditionally, gota ribbons were woven with a warp of flattened gold and silver wire and a weft of silk/ cotton threads and used as a functional trim on garments and textiles. While most believe that gota patti is the forte of Rajasthan alone, some also claim that it is, in fact, a form of Pakistani embroidery that originated in Punjab before spreading in popularity to neighbouring states. The handcraft is actually centuries-old and was traditionally the domain of the royal family & members of the court. Today, it’s a must-have in festive and bridal wardrobes. Kataoki Bel This is a border pattern made of stiff canvas and the whole surface is filled with sequins edging . A variation of this border technique is lace made on net and filled with zari stitches & spangles. Zari or Jari, is an even thread made of fine gold or silver, used to make traditional Indian or Pakistani embroidered fabrics, through an intricate art of weaving threads. Started during the Mughal era, Zari was associated with the grand attires of Gods, Kings, and literary figures in literary sources. Mukaish This is one of the oldest styles and is done with silver wire or badla. The wire itself serves as a needle, piercing the material to complete the stitches. A variety of designs are produced in this manner. The craft of mukaish is easily identified as a dotted pattern in silver or gold metal, embedded in the body of lightweight fabric. Today, contemporary modifications of the traditional metal work can be seen both on fashion week runways and in sought-after ethnic ensembles. Tilla or Marori Work Also known as Abha work and Kashmiri Tilla work. Made with golden/ silver/ antique zari thread (Kasab/ Tilla). This is the kind of embroidery where gold thread is stitched on to the surface with a needle. Kinari Work Also known as Gota Patti Work, Gota-Kinari work or Lappe ka Kaam. It is a type of metal embroidery that originated in Rajasthan, India. The cities of Jaipur, Bikaner, Ajmer, Udaipur, and Kota are the epicentre of uniquely styled Gota work. Elaborate patterns are created with metals like gold, silver, copper etc. A small variation is kinari work where the embellishments are done only at the edges in the form of tassels. This is done mainly by men and women of the muslim community. It is applied on to the edges of a fabric to create fancy patterns and is popularly used in edging bridal sarees and lehengas. In Rajasthan, gota work is extensively done on Dupattas and Ghagras. Outfits adorned with gota work are popularly worn at auspicious functions. Mina Work Mina work resembles enamel work and makes use of gold threads.

The Geographical Indication Registry (GIR) has accorded the Geographical Indication (GI) registration to the intricate needle handicraft- Lucknow Zardozi and it was registered under the brand of ‘Lucknow Zardozi’ in the year 2013. The registration has been secured by Kalatmak Handicrafts Self Help Group Foundation, Lucknow. Shahjahanpur District comes under geographical Identified area, but no significant progress is seen in Post G.I. Initiative in Bareilly. ;

Raw Material Suppliers

There is no industry association in the district for the development of Zari-Zardozi products ;

The export scenario of India and Uttar Pradesh have been analysed basis the export statistics of HS code mentioned above under which Zari-Zardozi products are exported. Alongside are the key facts pertaining to the analysed product codes.

Current Scenario The export scenario of India and Uttar Pradesh have been analysed basis the export statistics of HS code mentioned above under which Zari-Zardozi 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. ;

► Other prominent products exported from Shahjahanpur District are Rice and Plywood.
► There are more than 10 HSN Codes which may be used for Exports of Zari-Zardozi but here analysis of one prominent HSN code has been done.
► 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.
► Zardozi products do not have specific HSN codes. Based on stakeholder consultations, following HSN codes were mentioned for the product.
Product: 581092: Embroidery of man-made fibres on a textile fabric base, in the piece, in strips or in motifs. India's exports represent 4.1% of world exports for this product, its ranking in world exports is 4, behind China, Turkey, and Hongkong. The value of India’s exports over the last 5 years have Figure 5: Exported value of India for HSN-581092 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 (581092) in the world:

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: During the product diversification new product line like Purses, Langar/Ghagra, Churidar, Punjabi, Curtains, Other dress materials like Scarf etc needs to be promoted. Additionally creation of a new product range like zari-work that can be laminated and attached to wooden doors, frames, wall paintings etc. They can also create gift bags, curtains with intricate zari work. 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 zari work with madhubani or block prints. They can also expand in terms of the materials they use for making the products by introducing cotton and jute into their product range.

The cluster’s annual turnover in 2020-21 was around INR 390 Cr. The export turnover from September 2020 to November 2021 was INR 131 Cr. Total employment in the cluster is around 7000.

The cluster is a leading producer in agriculture products like rice, wheat, sugarcane etc. The economy of the cluster is heavily dependent on agriculture products. There is no direct export from the cluster. There are around 300 units available in the district. The cluster’s annual turnover in 2020-21 was around INR 390 Cr. The export turnover from September 2020 to November 2021 was INR 131 Cr. Total employment in the cluster is around 7000.

Rice

► Rice Parboiled
► Broken Rice
► Basmati Rice ;

Raw material supplier The primary raw material suppliers are farmers who directly supply the raw material to the manufacturer. Unit owners & Workers There are around 300 manufacturers cum suppliers involved in production and export of the products. More than 7000 workers are working in these units and are residing in Shahjahanpur and nearby areas of Shahjahanpur cluster.

Following are principal industry associations that are working for the development of rice products:
► MSME- Development Institute (MSME- DI), Agra: MSME-DIs are the subordinate offices of Development Commissioner, MSME. These offices are responsible for assisting MSMEs financially through schemes and improving their technical skills through skill upgradation / training programmes.
► Krishi Vigyan Kendra, Shahjahanpur: KVK places a special emphasis on training and education of farmers, entrepreneurs, farm women, rural youth, financial institutions extension functionaries as well as voluntary organizations. The center plays a First Line Extension role. A linkage between research and the field in augmenting the socioeconomic conditions of farmers, farmwomen, and livestock owners since 1985 – 86
► Indian Council of Agricultural Research (ICAR): Bareilly in 1985 under the aegis of ICAR-Indian Veterinary Institute, Izatnagar, Bareilly (U.P.), a Deemed University. ICAR-Indian Veterinary Institute, Izatnagar, Bareilly is a 130-year-old pioneer research institute in the field of livestock production and veterinary sciences, which has 6 sub-stations such as Palampur, Mukteshwar, Kolkata, Bangalore, Pune, and Srinagar with the headquarter in Bareilly district. ;

The export scenario of World and India have been analysed basis the export statistics of HS codes 100630 under which rice is exported. Alongside are the key facts pertaining to the analysed product code.

The export scenario of World and India have been analysed basis the export statistics of HS codes 100630 under which rice is exported. Alongside are the key facts pertaining to the analysed product code. ;

► There is no direct export from the cluster based on the stakeholder consultation indirect export value of the cluster is around 600 crores
► The total exports of rice from the district as per HS codes 10063010, 10064000, 10063090 & 10063020 is around INR 131 crores from September 2020 to November 2021.
► India's exports represent 36.3% of world exports for this product, its ranking in world exports is 1 under HS code 100630.
Product 100630: India exported this product to Saudi Arabia, Iran, Iraq, UAE, Benin, Yemen, Togo, USA, Nepal, Guinea etc. Below figure shows the top importers for this product are:

Shahjahanpur in Uttar Pradesh has been the principal centre for woodcraft for centuries. The wooden furniture had different trends since the era of Mughals and hence today.

Shahjahanpur in Uttar Pradesh has been the principal centre for woodcraft for centuries. The wooden furniture had different trends since the era of Mughals and hence today. The wooden craft cluster of Shahjahanpur is spread across the district. There are around 100 operational units employing 1,000 craftsmen in the cluster. Among the key pockets, Puranpur is considered as the hub of the cluster as it has the maximum number of units and craftsmen in comparison to other pockets of the cluster. The major products of the cluster can be categorized under two segments that is furniture and plywood.

The product range of the cluster includes sofa set, dining table, almirah, chairs, bed, dressing table, khadaoon (wooden sandals), etc. The production of the cluster largely depends on orders from local, and nearby districts/areas like Bareilly, Pilibhit, Lakhimpur, Sitapur and etc. The craftsmen and unitholder of the cluster receive orders from different sources like local customers and treaders based in above mentioned locations. The designs and specifications of the products produced in the cluster is demand driven. However, the influence of Uttar Pradesh’s wood craving and jali work inspired from clusters like Saharanpur and Bijnor is quite visible and prominent in the cluster.

To preserve the beautiful work from duplicity and to maintain its authenticity Saharanpur has been accorded with GI tag under the brand name of “ Saharanpur Woodcraft” in 2014 in lieu of application by Woodcraft Design and Development Society. ;

► Raw material supplier
► Machinery supplier
► Unit and Unitholders
► Traders
► Wholesalers and retailers
► Craftsman/Artisans

Following are four principal Industry Associations/SPVs that are working for the development of wood craft in Shahjahanpur:
► Uttar Pradesh Forest Development Corporation (UPFDC)
► Export Promotion Council for Handicrafts (EPCH)
► Development Commissioner, Handicrafts ;

The chapter focuses on the export scenario of India and Uttar Pradesh and then deep dives into the export statistics of product code 940360 stating the target countries for market expansion for both the products. The following are the key facts pertaining to the product

Current Scenario The chapter focuses on the export scenario of India and Uttar Pradesh and then deep dives into the export statistics of product code 940360 stating the target countries for market expansion for both the products. The following are the key facts pertaining to the product ;

Wooden handicraft export in value terms is 2-3 % in FY 2020-2021. As per Diagnostic Study Report (DSR) by NABCONS:

► The y-o-y growth in wooden handicraft export in value terms is 3-4% in FY 2019-20, 27% in FY 2018-19 & 8% in 2017-18.
► During 2018-19 woodcraft export was INR 5311 crores compared to the previous years’ exports of INR 4267.37 crores during 2017-18 and INR 3916.01 crores during 2016-17.
► Indian Woodcrafts’ exports have steadily increased during last five years, the biggest buyer was USA with INR 1958.0 crores of import value in 2018-19 followed by other big buyers like Germany, UK, France and Netherlands, Australia, Canada, and UAE. Product 940360: USA, Spain, China, Australia, Germany, France, Spain, Netherlands, and Italy. Below figure shows the top importers for this product (940360) in the world:

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: Product diversification will provide a tremendous boost to brand image, cluster production and profitability. Shahjahanpur Woodcraft cluster is required to include internal development of new products and markets – domestic and international both. Technology upgradation, R&D to create a new products line will be done. CFC has proposed R&D & Design Centre for the same 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. 2. Modifications of Existing Products National Centre for Design and Product Development (NCDPD) can guide cluster with innovative designs.