EPCH Boosts Northeast Handicrafts, Bridges Tradition With Global Markets

Guwahati: The handicraft sector of Northeast India has immense potential in the global market, offering unique products that reflect the region's rich heritage and craftsmanship. The Export Promotion Council for Handicrafts (EPCH) plays a crucial role in promoting these artisans and their products while ensuring they gain the recognition and reach they deserve.

In an exclusive interview with Business North East (BNE), Bhaskar Baruah, Export Promotional Officer of the North East region, shares insights into EPCH's efforts, collaborations and plans to enhance the export of handicrafts.

Excerpts from the Q&A interview:

BNE: Can you provide an overview of EPCH and its role?

Bhaskar Baruah: EPCH is a council dedicated to supporting exporter members. We have around 10,000 members across India, with approximately 25 from the Northeast region. Our primary mandate is to promote Indian handicrafts in the international market. We organise several domestic and international fairs to create global exposure for artisans and exporters.

BNE: How does EPCH promote North Eastern handicrafts on the global stage?

Bhaskar Baruah: EPCH actively promotes handicrafts from the Northeast by facilitating artisans, entrepreneurs, and exporters to participate in international trade fairs. One of the biggest events we organise is the India Handicraft e-Fair (IHEF), held twice a year in February (Spring Fair) and October (Autumn Fair). This event attracts buyers from over 90 countries, providing a significant opportunity for our artisans to interact with global buyers and expand their market reach.

BNE: How does EPCH collaborate with artisans and entrepreneurs to enhance their market reach?

Bhaskar Baruah: We collaborate with DC Handicrafts to conduct various skill and capacity-building programs. These include new product development, diversification, and digital initiatives such as e-nurture, an online platform providing artisans with training on product development and merchandising. We also conduct Entrepreneurship Development Programs (EDPs) to equip artisans with market insights, design trends, financial literacy, and export documentation. Recently, we held two such programs in Assam—one in Guwahati and another in Darrang district.

BNE: How does EPCH help preserve traditional crafts while making them market-ready?

Bhaskar Baruah: The Northeast region has great potential due to its focus on natural fibres and traditional craftsmanship. While we introduce modern designs and trends, we ensure that artisans maintain the cultural heritage of their crafts. Whether in textiles or handicrafts, our objective is to balance tradition with contemporary market demands while keeping their uniqueness intact.

BNE: What challenges do Northeast artisans face in reaching national and international markets, and how is EPCH supporting artisans?

Bhaskar Baruah: Some key challenges include logistics constraints, lack of awareness about export procedures, and competition from mass-produced goods. EPCH addresses these through:

* Skill development programs focused on business acumen, marketing, and branding.
* Infrastructure support by promoting cluster-based development.
* Technology adoption training for artisans to use digital platforms for sales.
* Assistance in meeting export regulations and certifications, helping them comply with international standards.
* Financial and government scheme linkages to facilitate access to working capital and grants.

BNE: How has the export of Indian handicrafts evolved, and what are the key global markets for Northeast handicrafts?

Bhaskar Baruah: In the financial year 2023-24, India's total handicraft export stood at Rs 32,750 crores, with the Northeast contributing around 3-4 per cent of this. The primary export destinations for Indian handicrafts are the USA, UK, and UAE, where our products, especially textiles and natural fibre crafts, are in high demand.

BNE: Please share some success stories from past training programs done by EPCH.

Bhaskar Baruah: Over the years, the Export Promotion Council for Handicrafts (EPCH) has successfully provided training and capacity-building programs to artisans. These initiatives have significantly enhanced the marketability of handcrafted products from various regions, including the Northeastern states, enabling artisans to expand their reach to both national and international markets.

One such success story is the Bamboo Handicrafts and Naga Textile Cluster in Dimapur, Nagaland, where artisans, with the guidance and support of EPCH, have been able to refine their craftsmanship, improve product quality and adopt contemporary designs that cater to the preferences of global buyers. These clusters have gained recognition in export markets, attracting buyers who value authentic, handmade, and eco-friendly products through strategic product development, modern packaging solutions, and international marketing interventions.

The Cluster has successfully introduced handwoven fabrics, shawls, and garments that blend traditional motifs with contemporary fashion trends, making them highly desirable in boutique and high-end fashion markets worldwide. By participating in international trade fairs, buyer-seller meets, and export promotion programs, these artisans have not only gained exposure but have also established long-term business relationships with global buyers. The success of these clusters serves as a testament to EPCH’s commitment to empowering artisans, preserving indigenous craftsmanship, and facilitating the growth of India’s handicraft exports.

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BNE: With rising competition in the global handicraft sector, how does EPCH help artisans differentiate their products?

Bhaskar Baruah: The Northeast has a unique advantage with its traditional craftsmanship and eco-friendly materials. Products like cane and bamboo items, embroidered textiles, water hyacinth bags, and Kona crafts from Manipur have gained global interest. We collaborate with institutions like the National Institute of Design (NID) and the National Institute of Fashion Technology (NIFT) to develop innovative designs. Additionally, we provide training programs ranging from 25 days to five months to enhance artisans' skills and ensure their products are internationally competitive.

BNE: What role do sustainability and eco-friendly production play in future handicraft exports?

Bhaskar Baruah: Sustainability is a key focus for Northeast handicrafts, as most products are made from natural fibres. EPCH organises awareness seminars, trend analysis sessions, and market insights to help artisans adapt to international preferences. One successful example is the handicraft cluster in Sovima, near Dimapur, which has attracted international buyers and established itself as an export hub over the past year.

BNE: How is EPCH leveraging technology and digital platforms to promote handicrafts?

Bhaskar Baruah: We have launched an initiative called e-Nurture, where artisans receive training on digital marketing, catalogue preparation, and business documentation. We form groups of 20-25 artisans and guide them in establishing a digital presence through platforms like Instagram and Facebook. This helps them connect with international buyers and improve visibility in the global market.

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BNE: What are some of the key initiatives planned to boost handicraft exports in the coming years?

Bhaskar Baruah: Our primary focus is on marketing skill development. While artisans excel at craftsmanship, they need support in marketing and business strategies. Through EDPs, we identify five promising participants from each batch and connect them with artisan clusters to function as marketing agents. This ensures a sustainable business model where skilled artisans can focus on production while trained marketers handle sales and outreach.

BNE: How can young entrepreneurs and designers collaborate with EPCH to bring innovation to the sector?

Bhaskar Baruah: EPCH is a membership-based organisation, and anyone with the required documentation can become a member. Members gain access to marketing events, capacity-building programs, and international trade fairs. Additionally, the Ministry of Textiles and the Ministry of Commerce offer support through schemes like the Pehchan ID card for artisans and the Market Access Initiative (MAI) for exporters, which reimburses up to 75 per cent of overseas exhibition costs. For example, from March 21-25, we are facilitating the participation of 10 artisans from the Northeast at a trade fair in Andhra Pradesh.