Article Number : 3975 |
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| Date | 12/10/2008 9:44:03 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3975 |
| Abstract | NEW DELHI—Did you know India is the largest exporter of hand made rugs in the world? Did you know you can get a woolen, hand knotted rug for under $800 retail for a 5 x 8? And, did you know unless marketing and sales support this craft, traditional carpet weavers may be non-existent by the year... |
| Article | NEW DELHI—Did you know India is the largest exporter of hand made rugs in the world? Did you know you can get a woolen, hand knotted rug for under $800 retail for a 5 x 8? And, did you know unless marketing and sales support this craft, traditional carpet weavers may be non-existent by the year 2020? These and other interesting facts are being “hand woven” into a promotional campaign recently launched by The Carpet Export Promotion Council (CEPC) to create awareness and appreciation of the value and quality of Indian rugs. The full-scale marketing campaign will run in stages over the next four years, and will include a public relations program, trade and consumer advertising and a new Web site. Focused on increasing public knowledge and awareness of hand woven Indian rugs, Raja Sharma, first vice chairman of the CEPC, said the series will target “everyone involved in flooring— from educating retailers and distributors on product, to advertising the beauty of Indian rugs to consumers. The new promotional campaign will highlight the diversity of Indian rugs that meet every budget and taste,” he said. “It will seek to attract sophisticated, value-conscious consumers who wish to surround themselves with furnishings of enduring value and beauty.” Sharma noted the extensive program was sparked by a shift in consumer perspective and current economic hardships. “One of the things that has changed is consumers have become very fashion centric, unlike earlier days when they were more investment centric.” Therefore, he explained, the CEPC’s campaign is about educating and showing people hand woven rugs are available in a huge range of prices, colors and looks and still have very long life spans. “We want to ensure confidence in our wholesalers and retailers, not only regarding our products, but also in the fact that we will back them with continuous marketing support.” Aside from elaborate PR and marketing plans, the CEPC’s campaign is sporting a new logo and theme or tag line—The beauty is in the weave—which will be incorporated into its advertising and other initiatives. The group has also harnessed the backing of other industry organizations such as the Oriental Rug Importers Association (ORIA), and is in talks with Woolmark on standards of carpets being exported from India. UNICEF is also providing education, health, nutrition and vaccination to children of the carpet weavers free of charge up to age 14. “The idea for this campaign was sparked when we realized how technology, such as the Internet, is rapidly closing the distance between everyone in the industry,” Sharma said. “We need to work together more closely than ever before to ensure the success of everyone in the industry.” The multi-faceted program had a simultaneous kickoff featuring advertisements and PR initiatives, which will be followed by marketing through road shows, coffee table books, DVDs and the launch of its new Web site— www.india-carpets.com. For more on the campaign and the CEPC, e-mail the CEPC at cepc@airtelbroadband.in. |