NORTH EAST INDIA
BAMBOO FURNITURE
PICK-ABAMBOO
PICK-ABAMBOO
GROUP MEMBER
Harleenkaur Isser
Samarth singh
Ritik Razdan
Gopal Krushna Patra
Harshita Sharma
Richa Beck
Subhamoy Dhali
21020241137
21020241122
21020241077
21020241092
21020241093
21020241115
21020241131
SPECIALIZATIONS
Export of Furniture's
Design of Bamboo furniture
Manufacturer of Bamboo Furniture
GUIDED BY
Prof. Smita Santoki
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TABLE OF CONTENTS
SECTOR SPEAK
Introduction
04
Sector Details
05
Bamboo Furniture
06
Swot Analysis
08
SECTOR STATUS
Insights of Indian Furniture Sector 09
Insights of Indian Bamboo Furniture 10
Covid Impact
12
MARKING MARKETS
Exports of bamboo furniture Globally 13
Chambers of commerce
13
EXPLORING EXPORTS ENTRY
Why Italy over other countries?
16
Mode of entry
Chamber of Commerce and
Embassy
FTA, International Exhibition
and Trade fair
17
Target Country Response
18
19
21
SECTOR SPEAK
INTRODUCTION
Bamboo the 'Green Gold' of North East
Often described as
‘Vegetal Steel’, ‘Green
Gold’ or ‘the Wise Man’s
Timber’.
Northeast India is
geographically nestled
in one of the most
biodiversity-rich regions
of the world.
An invaluable gift of
nature to the north east
region.
Accounts for over 65%
of the country’s total
bamboo resources.
Unique features
The humble grass
can grow up to a height
of 25 feet in 23 days
while trees take close
to 10 years to achieve
the same height. The
wet climate and the
resultant moist and
fertile soil further give
impetus to the growth
of this plant species.
Bamboo crops absorb
carbon dioxide and can
generate up to 35%
more oxygen than the
same amount trees.
it does not require
chemicals, pesticides,
fertilizers or watering to
grow.
Appropriate climate
facilitates large scale of
production of bamboo.
It is perceived as one of
the most important NonTimber Forest Product
(NTFP) in the world.
It is responsible for the
contribution for our
country’s rural economic
development
Bamboo improves, rather
than depletes soil quality.
Bamboo has a stronger
structure than steel and is
widely used in the
construction industry
Bamboo shoots are rich in
fibre and potassium and
have been a part of the
daily diet in Asian
countries for decades
Unique Application
Environmental
ecological restoration
reforestation
Medicinal
Bamboo vinegar used
medicinally to treat
eczema, and other skin
diseases, and as an antiinflammatory and antifungal
Raw material
Food Industry
04
Paper Industry
Sector Details
Sector Over View
India is the world’s second largest
cultivator of bamboo after China,
with 136 species and 23 genera
spread over 13.96 million
hectares.
Total growing area of bamboo in
north east region is 10,687 sq. km
which is 61.36% of the total forest
area.
Over 1600 bamboo species in the
world. India reportedly has about
120-150 species (about 15
commercial species)
31.5 million hectares of bamboo
grown across the world.
India has 30% of worlds bamboo
resources- 15.69 million hectares.
India taps one tenth of its bamboo
potential contributing to 4% share
of global market for bamboo
products.
Andhra Pradesh
6.4%
Rest of
India
16%
North east region
42.6%
Odisha
8.5%
Chhattisgarh
8.5%
Maharastra
Madhya Pradesh
8.5%
9.6%
Bamboo available in India
Sikkim
Arunachal Pradesh
Manipur
Assam
Meghalaya
Nagaland
Tripura
Mizoram
0
5,000
10,000
15,000
Bamboo area in north east in sq km
In India
In the north east region
No of genera
29
16
No of Species
148
89
Total area under
Bamboo(million hectare)
14.1
3.1
Bamboo resources across the country and North east region
05
BAMBOO FURNITURE
T he National Bamboo
Mission recognizes 13
commercial bamboo species in
India of which in general the
best quality is available in the
NER: Bambusa balcooa,
B.bambos, B.nutans, B.pallida,
B tulda, B.vulgaris var. vulgaris,
Dendrocalamus asper,
D.giganteus, D. hamiltonii,
D.strictus, Melocanna
baccifera,Ochlandratra
vancorica and O.parvifolia
With a population of 1.3 billion
inhabitants, India is one of the
largest economies in the
world that has experienced
remarkable development in
recent years. According to
CSIL, India is the 4 th largest
furniture-consuming country
and the 5thlargest furniture
producer at a global level. The
Indian domestic furniture
market is expected to expand
at a CAGR of 12.91% during
2020- 24. Various furniture
companies such as Pepperfry,
FabFurnish, HomeTown,
Urban Company, and others
are creating huge demand
from these online channels.
With the changing consumer trends about design and functionality, as
well as sensitivity to climate issues, bamboo furniture holds huge
potential. With furniture having been identified by DPIIT as one of the
critical ‘manufacture in India’ sectors, introduction to bamboo furniture
designers and manufacturers to major buyers including Fab India, IKEA
India, William Sonoma, Obetee. etc has been initiated. These are to be
taken forward for traditional bamboo cane furniture, contemporary
knock down ‘pack in a box’ furniture as well as from bamboo wood.
SCHOOLS
OFFICE
HOMES
Product profile : Bamboo can be used to produce virtually any kind of
furniture, depending on the processing method, but is most commonly used
for chairs, sofas, bookshelves, cabinets, tables and beds. Bamboo furniture
is considered an excellent substitute for wood furniture, both in strength and
quality. Traditional bamboo furniture has the added benefits of being
lightweight, elegant and natural. On the other hand, laminated bamboo
furniture, while it doesn’t retain the same organic characteristics of raw
bamboo culms, more versatility to designers and is highly durable. In both
cases, bamboo’s fast growth rate can an attractive point of difference to
wood furniture, especially in western markets, where sustainability of the
source is an increasingly important factor.
S ocio-economic benefits : Bamboo-based industries are particularly
attractive for those with limited capital. At the farm level, bamboo can be
harvested in short rotation cycles, and can be cultivated with minimal
agricultural inputs on small units of land that are unsuitable for food crops. It
can thus a low-maintenance, regular income option for smallholder farmers
and households. In addition, many of the components needed for making
furniture, such as bamboo nails and bamboo splits, can be produced at the
household level, which can provide an important source of income and
empowerment to women and other disadvantaged groups.
06
North East Bamboo Furniture
Bamboo is a rapid growing grass
with an impressive variability.
Bamboo is an excellent source for
furniture production.
The chemical composition and
mechanical properties of the
bamboo culm allow a broad use
such as construction material.
Bamboo furniture has been called
as a green or eco-friendly material
for furniture since the natural
resources are being depleted.
HS CODE
It has some positive features like mechanical
strength, easy process ability and availability
in many tropical and subtropical areas which
confer it attributes to become a renewable
material as substitute of wood.
Many wood processing companies have
recently come to prefer bamboos for
sustainable building material and furniture
design with the growing trends in environment
awareness.
It can be used both in building structure,
interior design and furniture structures to
make long-lasting and competitive products
due of its many advantages.
PRODUCTS
94038200
Bamboo Furniture
94015200
Seats of Bamboo
07
SWOT ANALYSIS
Strength
Bamboo from north east are
hard and durable to use
It gives a beautiful and
aesthetic look to the products
High return on investment and
can start with small amount of
raw materials
Good market potential
Customer are aware of the
value of bamboo furniture
Cost of production is low
Opportunity
Handicrafts of bamboos are
highly demanded.
Development and innovation
can be done in the design and
quality.
The knowledge of a proper
processing of bamboo is
needs to be well distributed.
Light weight furniture which
would be easy to move
around.
Green furniture
Weakness
Perception about bamboo furniture
that it is not durable
Low business literacy with the
entrepreneurs and the group
People many opt this as their part
time thing to do
Requires preservation (susceptibility
to cracks and fungus)
Highly susceptibility to fire
Irregular shape of bamboo makes it
difficult to work with it
Threat
Face a lot of competition
Product substitution from wood.
Comparing prices to cheaper mass
produced articles such as plastic.
Bamboo parquet is just a fashion
trend and the interest in the product
might diminish in the future
The increasing popularity of synthetic
materials as replacements for
natural materials in interior and
exterior applications is a threatening
trend for bamboo and other natural
materials
08
Sector Status
INDIAN FURNITURE
SECTOR INSIGHTS
The growth in the infrastructure
sectors, like real estate is responsible
for the increased demand for
commercial furniture in India. Increased
per capita income of the middle class is
boosting the Indian home furniture
market.
According to CSIL, India is the 4th
largest furniture consuming country
and 5th largest furniture producing
country in the world.
Moreover, the country is well-known for
producing carved furniture and other
specialized bamboo furniture. These
are the key growth drivers of the home
furniture industry in India.
Major players in the industry include:
PepperFry, FabFurnish, HomeTown,
Urban Company and others.
Ease of doing business policies in india
also contributes to the success of
establishment of this sector.
The Indian domestic furniture market is
expected to expand at CAGR of
09
12.91% during 2020-2024.
INDIAN BAMBOO
FURNITURE SECTOR
India is the world’s second largest
cultivator of bamboo after China, with
136 species and 23 genera spread over
13.96 million hectares.
India’s annual bamboo production is
estimated at upwards of 13.96 million
tonnes. However, despite all this, the
country’s share in the global bamboo
trade and commerce is only 4 per cent.
Nearly a quarter of total bamboo
production in India is used by pulp
industries & remainder is utilized for
making a range of products.
With the changing trends about design
and functionability, as well as sensitivity
to climate issues, bamboo furniture
holds huge potential.
With furniture being identified by DPIIT
as one of the critical sectors for Make in
India, introduction to bamboo furniture
designers and manufacturers to major
buyers has been initiated.
Current Status of Bamboo in India
Bamboo is known to be one of the Greatest
Building Materials available today.
Today, the diminishing wood resource and
restriction on forest cutting has resulted in
shifting the focus towards more renewable,
environment friendly and widely available
building material
10
Due to its rapid growth, adaptability
to most climatic conditions, superior
to most juvenile fast growing wood,
Bamboo emerges as a very suitable
alternative to the conventionally
used resources.
The ability of Bamboo to grow fast
makes it an attractive harvest for
farmers since it provides quick cash
returns to them as compared to
traditional cash harvest and timber
yielding trees
Additionally, government initiatives
aimed at tackling the problem of
erosion in forests and increasing
awareness for the use of
environment-friendly resources are
further expected to propel the
market in the upcoming years.
Pioneers in this field are Kerala
State Bamboo Corporation Ltd,
Epitome Bamboowood Products,
Ballarpur Industries Limited (BILT),
Amlai Paper Mill, Green Gold
Bamboo Tech Pvt. Ltd., Kolan India,
Green Gold Bamboo Tech Pvt. Ltd.,
etc.
In December 2017, the Indian Parliament
passed a bill to declassify bamboo as a tree,
thereby creating lucrative growth opportunities
for mid- & small-scale manufacturers to
produce processed bamboo products.
These government policies are expected to
provide new avenues for market growth.
National Bamboo Mission:
The Govt of India Under the National Bamboo
Mission(NBM) has promoted the Bamboo
Production and adopted methods to increase
the area under bamboo cultivation
It creates a complete value chain for the
growth of Bamboo sector
The scheme, directly and indirectly, benefits
the farmers, local artisans, and associated
people engaged in the bamboo sector,
inclusive of the associated industries.
11
ANNUAL ALLOCATION OF FUNDS UNDER NATIONAL BAMBOO
MISSION TO NORTH EAST STATES AMOUNT IN LAKHS
PERCENTAGE INCREASE
OR DECREASE
Sl.no
STATE
2018-19
2019-20
1
ASSAM
500
1494
1127.43
MANIPUR
450
MIZORAM
950
792
-19.95
NAGALAND
623.83
796
2
3
4
5
ARUNACHAL PRADESH
Sl.no
STATE
2020-21
+66.53
1
ASSAM
700
1355
+16.79
2
781
+42.38
3
MANIPUR
650
200
+21.63
4
5
MIZORAM
NAGALAND
700
+55.84
6
SIKKIM
600
-0.82
7
TRIPURA
1000
Total
4650
6
SIKKIM
344.45
780
7
TRIPURA
1230
1220
Total
5225.71
7218
ARUNACHAL PRADESH
+27.60
800
Covid Impact
Why exports increased during pandemic?
The increase in export can be
attributed to two major factors
which are ease in barriers for
exports due to classification of
bamboo as grass and not as a
tree in 2017.
During the pandemic
government came up with
various measures to ease
exports. The global demand for
the goods and commodities
grew at a faster pace but the
rise in price was slow.
So most of the exporters were
flushed with orders.
As the exporters and logistic
service providers have learnt to
plan better and minimize the
scope for disruptions. Most
exporters managed to
renegotiate with buyers and get
better prices that take into
consideration the higher
logistics costs.
Year
Value(in lakh)
Quantity(in 000's)
2018-19
45.89
500
2019-20
112.27
1127.43
2020-21
211.40
450
2021-22
36.11
950
The value of the bamboo furniture exported increased by 87.57% from
2019-20 to 2020-21, the major pandemic period where several disruptions
in trade were observed.
12
Chambers of
Commerce
MARKING
MARKETS
India-Dubai Chamber of Commerce
& Industry(IDCCI):
Exports of bamboo
furniture Globally
Below are the countries which imported the
highest dollar value worth of Bamboo from
India in 2020-21.
The table below shows that the top 3
countries which import Bamboo furniture
from North eastern states of India are UAE,
Netherlands and Portugal.
The IDCCI is the primary governing
body which facilities the trade
relations between India and UAE.
IDCCI cooperates with competent
authorities in seeking members’
feedback on laws ,regulations and
procedures relevant to enhancing the
attractiveness of India & Dubai’s
business environment.
It also promotes social, cultural,
recreational and educational
activities for its members and their
families.
It is highly active chamber which
conducts over 35 business and
social events per year.
Offers community service initiatives
that are focused on offering business
project support to low-income or
disadvantaged entrepreneurs.
150
Value in Lakh
Quantity in 000"s
Netherland
Denmark
100
50
0
UAE
Portugal
Germany
Bamboo Furniture exports to different Countries
13
IDCCI provides various services to its
members in order to update their knowledge
and upgrade facilities:
Seminars and workshops on matters
relating to India-Dubai trade and Industry
Participation in Trade fairs and
exhibitions
Organizing Buyer seller meet
Promotion of Membership Interest
Reports on specific sectors
Corporate and financial information on
potential buyers
Setting up of Sales network
Scouting and Selection of Staff
Market analysis and identification of
Investment and trade opportunities.
Assistance in acquiring and in setting up
factories and industrial units
DUBAI -INDIA RETAIL SUMMIT
Indo Dutch Chamber of Commerce:
The Indo Dutch Chamber of
Commerce(IDCBS) strengthens
relations between the two countries in
the fields of business and commerce.
Indo Dutch Partnership mainly
operates across water, Port
Development, Logistics ,Healthcare
,Agriculture and Creative Industries.
IDC Launching event
For constant upgradation of facilities
and providing updates to its
members, IDCBS organizes seminars,
business gatherings, workshops,
bilateral meetings and roundtables.
This business network is now active
in some of the Indian Metropolitan
Cities: Delhi(Embassy), Mumbai
,Bangalore, Hyderabad and
Ahmedabad.
IDCBS's proven track record of over 25
years in strengthening ties between the
Indian and Dutch communities is
demonstrated by its keenness to
continuously seek ways to increase
visibility to the larger Dutch companies
looking to enter India, and equally,
help Indian companies to set up base
14
in The Netherlands.
Chamber of Commerce Portugal-India(CCPI)
The CCPI fosters sustainable business at
the corporate level between Portugese
companies and their Indian Counter
parties.
The Chamber is a non profit private law
association, governed by statuses and
applicable law.
The Chamber has been very active in
maintaining synergies and eliminating trade
barriers between the two parties.
CCPI recommends professionals who can
provide a comprehensive service for any
foreign investor wishing to purchase
property and apply for Portugal Golden
Visa.
It coordinates with Embassies and
Consulates in both countries and
accompany members if required to meet
with potential Indian clients.
It creates conditions with the government
and institutions in Portugal to facilitate the
vision and change the political rhetoric to
include India as an additional nexus in their
promotional strategy.
Chamber Name
India Dubai Chamber of Commerce
(IDCCI)
Indo Dutch Chamber of Commerce
(IDCBS)
Chamber of Commerce PortugalIndia (CCPI)
Updates
to Members
Upgrading
facilities
Yes
Yes
Yes
Yes
Yes
Yes
15
EXPLORING
EXPORTS Why Italy over other
countries?
ENTRY
Italy
Eco-Sustainability-Over the years the concept of
sustainability has become more and more conscious in
the hearts of Italians and Bamboo products being known
for their enduring and sustainable properties, would be
the best choice to export to Italian Markets. It is an ecosustainable choice because the bamboo plant can grow
up to one meter a day and entirely regenerates after 5
years – preventing soil erosion and absorbing CO2 four
times faster than forests. Also Italy is ranked 15th in
Global Sustainability Index
Cost-effectiveness – Although the highest quality
bamboo flooring in the market, Floor bamboo is still very
competitive (30% cheaper than oak).
16
Market attractiveness: Due to people being
more concerned about Environmental issues
all across the globe, people are shifting
towards more sustainable options. Italy is
ranked 15th In Global Sustainability Index and
being inclined towards Sustainability and Cost
Effectiveness, it would be a perfect market for
Indian Exporters to enter and mark their
presence. As far as exporters’ profitability is
concerned, mass production coupled with the
cheap raw material and labor would lead to
economies of scale.
Competitive advantage: The major countries
that are exporting bamboo furniture to Italy
include USA, Vietnam, Indonesia, Thailand,
China and EU.
In comparison to the EU, India provides
cheaper labor and Raw materials, whereas in
comparison to other southeast Asian countries
India provides better Government regulations.
Company capabilities: The Indian subcontinent
has nearly 89 bamboo species providing a rich
diversity. The country has cheap labor that
provides a cost effective benefit. Indian Handicrafts
are known all over the world for their unique style
and appearance. The traditional bamboo furniture
of north east is world renowned and quite in
demand especially due to the local tribes and
artisans adding a unique touch.
Better government policies: Since 2005,the
Indian Govt. has taken various steps like the
National Bamboo Mission(NBM) to promote
bamboo business in and across boundaries.
Challenges: Despite having a booming bamboo
industry in India, the Geographical distance
between India and Italy poses a major challenge in
effective trade practices.
However, Pick a Bamboo has overcome this
hindrance by tying up with a third party logistics
company, thereby ensuring timely delivery.
MODE OF ENTRY
B2C: Direct Export Mode.
In this, we will export furniture or product to
an ultimate importer or buyer in Italy.
Payment will be made by the importer
himself/herself.
Payment will be received to the exporter’s
bank A/c.
B2B: Distributer Export Mode
In this, we will export to a particular company
who is interested in buying Bamboo Furniture
to sell it to the ultimate consumers in Italy.
Payment will be made by the company itself.
Payment will be received to the exporter’s
bank A/c.
17
Indo Italian Chamber of
Commerce:
Both the counties share a joint Chamber
of Commerce known as The Indo-Italian
Chamber of Commerce and Industry
(IICCI). It accounts today for
around 1000 members, from diverse
sectors and industries, and has a panIndia presence, with its head office
in Mumbai, regional offices in New
Delhi, Kolkata, Chennai, and Bangalore.
The IICCI offers an Integrated Package
of Services to support Indian and Italian
companies in specific sectors to make
an entry and to develop their presence
in the markets of relevance. IICCI
organizes a wide range of events
throughout the year: from Italian
language courses to webinars and web
masterclasses, from workshops and
technical round-tables to conferences
and seminars, from food & wine tastings
to products launches and exhibitions,
from business meetings to promotional
roadshows.
Embassies of India and
Italy
Indian Embassy is situated in Rome,
Italy which maintains diplomatic
relations and represent Indian interest
in dealing with the govt. of Italy
Indian Ambassador to Italy - Dr. Neena
Malhotra
Indian Embassy at Italy
Italy Embassy at New Delhi India
Italy has an Embassy in New Delhi
and consulate generals in Mumbai
and Kolkata.
Italy Ambassador to India - Vincenzo
de Luca
18
Free Trade Agreements (FTA)
A Free trade Agreement (FTA) is
an agreement between two or
more countries where the
countries agree on certain
obligations that affect trade in
goods and services.
India and the European Union
(EU) has recently announced their
decision to resume negotiations
for a balanced and
comprehensive trade agreement
after a gap of eight years
The negotiations for the ambitious
free trade agreement, launched in
2007, were suspended in 2013
amidst difference on crucial
issues, including tariff rules and
market access.
Economic cooperation between the two
sides has been grown despite the stalled
FTA negotiations. Although India and the
EU have not been able to tap into each
other’s strengths, there is tremendous
opportunity to overcome long-standing
differences in trade relations.
India, with its much-hyped demographic
dividend, offers unparalleled markets to EU
investors and an enabling FTA can accrue
wide ranging economic gains to all
stakeholders.
Growth in India-EU trade and investment
flows will be a win-win for both. A mutually
beneficial FTA, will also support India’s
need for technology transfer as it intends
to build capacity to become part of global
value chains.
Exhibition organized by Export Promotion
Council
EPCH(Export Promotion Council
for handicraft ) set up the India
Pavilion that came up vibrantly
with a variety of Indian crafts at
the 24th edition of AF-L’ Artigiano
in Fiera, Milan, Italy, an important
annual event to promote
handcrafted products from various
parts of the world to Italy and
other European markets.
This edition featured more than 3200
exhibitors from 110 countries at the RHO
Fiera Exhibition Centre, Milan.
One of the EPCH participants Shri Suresh
Chandra Das from Tripura demonstrate
cane & bamboo craft skills through live
training at the fair.
Handicrafts of India have been known the
world over for the exquisite and intricate
craftsmanship.
19
24th edition of AF-L’ Artigiano in
Fiera, Milan, Italy
This pavilion was inaugurated by Mr. Shantmanu, IAS, Development
Commissioner (handicrafts), Ministry of Textiles, Govt of India. He had a
discussion about crafts and guided fellow participants about the current marketing
scenario of Italy and requirement of further improvement in design, material,
packaging in Italian market and interacted with the master craft persons deputed
by O/o DCH to showcase and create direct market linkages with the overseas
buyers.
The Indian Handicrafts industry has been contributing substantially to the exports
of India as also providing employment in the rural areas as well as city.
More than six million Craftsperson’s are directly employed in the sector all over the
country.
Many millions are indirectly employed by the handicrafts sector in India in various
aspects of manufacturing, processing, designing, packaging, presentation,
research and analysis, marketing, shipping and exports.
20
TARGET COUNTRY RESPONSE
21
References
1. http://indiadubaichamber.com/services.html
2. https://www.idcbs.in/gallery.php#launching-events
3. http://www.ccpi.pt/welcome
4. https://www.nbm.nic.in/Documents/Letters/AnnualAllocation2020-21-NBM.pdf.pdf
5. https://www.nbm.nic.in/Documents/Letters/AnnualAllocation2020-21-NBM.pdf.pdf
6. https://www.inbar.int/
7. https://www.indiastat.com/
8. https://commerce.gov.in/
9. https://www.sentinelassam.com/north-east-indianews/bamboo-the-green-gold-of-north-east-522723
10. https://worldbamboo.net/
11. https://www.indiaitaly.com/
12. https://www.dgft.gov.in/CP/
THANK YOU