The textile ministry has begun efforts aimed at creating a brand for Indian handmade carpets along the lines of Australia’s Woolmark, which is a guarantee of the highest quality of wool.

Mahavir Pratap Sharma, chairman, Carpet Export Promotion Council said that they are working to develop standards and a trademark that will ensure the products comply with the standards set by the organization. It will also reinforce India’s position as the top source of handmade carpets.

They will take two or three years to create parameters on turnover, employment and compliance with effluent treatment norms. India has a 40% share of world’s handmade rug exports at around Rs 9,000 crore. Shipments are growing almost 10% annually.

Iran, China, India and Nepal are the key players in the global carpet trade. Iran accounts for about 20-25% of total exports, China for about 20% and Nepal for a nearly 10%.

Other significant exporters include Turkey, Afghanistan and Pakistan. China’s carpets are largely machine-made. Europe and America are the chief importers, accounting for almost 95% of total carpet imports. In EU, Germany dominates with a 40% share of all carpet imports. Consumers in Russia, China and Brazil and Chile are expanding rapidly.

The idea is also to use existing geographic indications on handmade carpets from Kashmir, Mirzapur, Bhadohi and Banaras (Varanasi) and showcase them across the world using the planned mark of quality.

The council also plans to set training standards so that weavers can meet certification norms. They want India’s handmade carpets to become synchronous with the brand and to put it across that handmade carpet can be as per customers’ choice, unlike machine-made rugs.

As competition from machine-made carpets is increasing and India has less than only one percent share of global machine-made rugs.