Guwahati: Export Promotion Council for Handicrafts Project Officer Bhaskar Baruah recently said that products like Sital Pati, a kind of mat which feels cold by nature, products made from water hyacinth (floating aquatic plant), and terracotta have immense export potential.
Business North East (BNE) conducted an exclusive interview wherein the Project Officer shed light on various business aspects related to Sital Pati, Terracotta, and Water Hyacinth. Below are the excerpts from the Q&A interview:
BNE: Why do you think Sital Pati, water hyacinth, and terracotta have the potential to be export products from Assam?
PO Bhaskar Baruah: Assam crafts, such as Sital Pati, water hyacinth, and terracotta, are a cultural heritage and eco-friendly product that caters to global demand for sustainable products. These intricate designs and natural textures attract consumers seeking artisanal and sustainable home décor items. Their versatility in modern designs makes them suitable for various uses, including home decor, fashion, and utility products.
BNE: What is the current global demand for Sital Pati, water hyacinth, and terracotta products?
PO Bhaskar Baruah: The global handicrafts market is experiencing a surge in demand for natural and sustainable home accessories, particularly in Europe and North America. The demand for water hyacinth, a biodegradable material, is also increasing in eco-conscious countries. Terracotta, a popular material for handmade pottery and artisanal decor, is also in high demand.
BNE: Are there any emerging market trends indicating a growing interest in these products?
PO Bhaskar Baruah: The global focus on sustainable living, artisan stories, and e-commerce platforms is driving growth in the artisanal market. Consumer interest in culturally narrative products and ethical sourcing is increasing, while e-commerce platforms like Etsy and Amazon Handmade facilitate cross-border sales of artisanal items.
BNE: How can local artisans and manufacturers in Assam meet these international standards?
PO Bhaskar Baruah: The global focus on sustainable living, artisan stories, and e-commerce platforms is driving growth in the artisanal market. Consumer interest in culturally narrative products and ethical sourcing is increasing, while e-commerce platforms like Etsy and Amazon Handmade facilitate cross-border sales of artisanal items.
BNE: What is Assam's current production capacity for Sital Pati, water hyacinth, and terracotta products?
PO Bhaskar Baruah: Sital Pati has small-scale production units in Barak Valley and Goalpara. However, there is much potential for scaling up via structured groups. Water Hyacinth, an emerging sector, shows potential in areas like Nagaon, Marigaon, Sivsagar, Darrang, and Nalbari but requires well-planned infrastructure. On the other hand, terracotta, a seasonal product, depends on demand and raw material availability.
BNE: What are the challenges in the supply chain that need to be addressed to scale up production for export?
PO Bhaskar Baruah: The company faces challenges in ensuring a consistent supply of quality raw materials like cane, water hyacinth, and clay, a skilled workforce, limited access to advanced tools and machinery, and inadequate logistics, particularly for fragile items like terracotta, due to high attrition rates.
BNE: What unique qualities or advantages do Sital Pati, water hyacinth, and terracotta products from Assam have over similar products from other regions or countries?
PO Bhaskar Baruah: Sital Pati, water hyacinth, and terracotta are unique weaving techniques with cultural authenticity and eco-friendly benefits. Water hyacinth uses invasive plants, while terracotta features intricate designs with Assamese motifs, offering lower labour costs and abundant natural resources.
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BNE: How can these unique selling points be effectively communicated to international buyers?
PO Bhaskar Baruah: Certifications are essential for businesses to demonstrate their commitment to sustainability and ethical practices. They can be obtained through various means—partnering with global designers or brands and obtaining eco-labels and fair-trade certifications.
BNE: Are there any existing training programs to help artisans and manufacturers improve their skills and product quality for export markets?
PO Bhaskar Baruah: Handicrafts programs, CSR initiatives, government schemes, and workshops are implemented to promote product development, diversification, and cluster modification. Private sector collaboration and design institutes like NID conduct workshops for contemporary designs and export readiness.
BNE: Which international markets should be targeted first, and why?
PO Bhaskar Baruah: Europe sees a surge in demand for eco-friendly products, particularly in Germany, France, and the UK. The USA is experiencing a growing market for unique, handcrafted home decor. The Middle East is attracting luxury and artisanal items.
BNE: What marketing and promotional activities are being planned to increase the visibility of these Assam-based products in international markets?
PO Bhaskar Baruah: The organisation hosts exhibitions, shares market trends with artisans, organizes buyer-seller meetings, and promotes products through digital campaigns, utilizing dedicated pavilions in global trade fairs, e-commerce, and social media platforms.
BNE: What is the significance of sustainability and ethical sourcing in the global market?
PO Bhaskar Baruah: Consumers often prioritize eco-friendly and ethically sourced products due to environmental and social concerns. Ethical practices enhance product value and brand reputation, while international markets mandate sustainability certifications. Sustainable practices ensure consistent demand and preserve traditional crafts, ensuring long-term viability.
