Tailoring Tajik handicrafts to target international markets
Handicraft producers in Tajikistan are preparing innovative designs that they will showcase at upcoming trade fairs in Germany and the Russian Federation, as part of a project by the International Trade Centre (ITC).
Through workshops being held in Dushanbe from 1-4 December, representatives of the Union of Craftsmen of Tajikistan and other craft producers are learning about opportunities to present their embroidery (suzani), quilted fabrics, wool products, hand/woven textiles, jewellery and wooden crafts at Ambiente in Frankfurt, Germany, and Podarki in Moscow.
The training is part of a project called ‘Strengthening Export Competitiveness of Small and Medium-Sized Enterprises (SMEs) in the Textile and Clothing Sector and Enhancing Trade Support Institutional Capacities’, implemented by ITC and funded by the Swiss State Secretariat for Economic Affairs (SECO).
Ambiente is one of the world’s largest trade fairs for home accessories and gifts, featuring more than 4,700 exhibitors from about 90 countries, drawing about 145,000 visitors from 160 countries. It will take place from 13-17 February 2015. Podarki, the Gifts Expo, is the biggest fair for gifts, crafts and decor items in the Commonwealth of Independent States, and will take place from 16-19 March 2015. Attendees at both fairs will have access to networking opportunities, as well as information on the latest industry trends.
‘International trade fairs are important learning platforms for companies with limited export experience; with ITC support the companies will be able to establish contacts with international buyers and increase their visibility in foreign markets,’ said Alfons Eiligmann, ITC marketing expert.
The handicraft producers are receiving training to tap these new market opportunities and to better understand design trends. They are learning about product selection and development, as well as ways to prepare sales kits and to receive and respond to orders. They are also gathering tips to make the most of their involvement in the trade fairs, particularly through the active marketing of their goods.
The aim of these workshops – and the project as a whole – is to increase the export competitiveness of the textile and clothing sector by building the capacity of SMEs and trade support institutions. The project also explores the challenges and development potential of the tourism and handicraft sectors in Tajikistan. It is a component of the country’s Trade Cooperation Programme.
ITC’s work in supporting the private sector in Tajikistan began in 2002, with the goal of helping businesses to enter foreign markets through higher-quality products, improved design and marketing skills, and contacts with buyers through participation in international fairs.
National Programme Manager
ITC in Tajikistan
Tel: (+992 37) 2219870
E-mail: saidmumin_itc [at] tajnet.tj