HIMALAYAN NEWS SERVICE
KATHMANDU: Chyangra pashmina has finally developed its brand image in the international market along with a whopping 66.9 per cent growth in total exports to the third countries.
The export of Nepali chyangra pashmina observed a whopping growth of 66.9 per cent — in the first seven months of the current fiscal year — to the third countries except India. “A growth of 66.9 per cent in exports is a great comeback for the Nepali pashmina industry,” said president of Nepali Pashmina Industries Association Pushpa Man Shrestha.
During the first seven months of the current fiscal year, chyangra pashmina worth Rs 1.87 billion was exported, whereas a total export of chyangra pashmina during the same period in the last fiscal year stood at Rs 1.12 billion. “But in the same period of 2009-10, it had witnessed an export of Rs 943.9 million,” according to the central bank data.
“However, pashmina exports to India has come down by 37.2 per cent to Rs 21.4 million compared to Rs 34.1 million worth pashmina export to India in the first seven months of 2010-11.”
Pashmina, the soft and warm fibre of chyangra, was famous across the world for the past couple of decades but with the introduction of low priced and imitated pashmina wool, the original pashmina industry was fighting for existence.
“Our initiative to reintroduce Nepali pashmina with the brand ‘Chyangra Pashmina’ has finally gathered momentum,” said Shrestha.
The association along with the government has registered a collective trademark ‘Chyangra Pashmina’ and its logo in the domestic and international markets to get rid of fake pashmina. Chyangra pashmina is now a registered brand and logo in 41 countries. The association has also applied for its registration in South Africa, Brazil, Russia, Taiwan and the UAE.
“World Trade Organisation has recently developed trade stories of pashmina to create awareness about the products and bring more opportunities for the pashmina,” he said, adding that the promotional videos regarding pashmina will be shown in 148 countries through various websites and other media. “The trade story related to pashmina includes each step of production –– from chyangra farming to processing –– which will help create awareness about pure chyangra pashmina among the people in those 148 countries.”
“Though we have successfully registered ‘Chyangra Pashmina’ brand in the international market, we still lack proper marketing and promotion of the brand in the domestic market,” he said, adding that due to the flooding of fake pashmina in the local market in absence of registration here, well planned publicity and marketing of the collective trademark is a must.
According to Shrestha, the government is planning to support them with a budget of Rs 3 million for marketing and publicity of the brand in the domestic market.
The association is also planning to import a combing machine for chyangra wool from China which will be used to process and develop the raw material used in pashmina.