INTRODUCING AND IMPLEMENTING FAIR TRADE TO THE CRAFT SECTOR

The EDB recently held a workshop in Batticaloa to introduce the Fair Trade Concept to the Craft sector in the Eastern Province. The workshop was attended by around 40 participants representing giftware, lifestyle and handloom products.  The workshop was conducted by Mr. Paul Myers, Expert on Fair Trade from U.S.A and there was a lot of interest shown by the companies /individuals present.

 

This workshop was held as part of a programme implemented by the EDB to introduce and implement Fair trade to the craft sector in Sri Lanka with the objective of utilizing Fair Trade (FT) as a marketing Concept/tool to promote Sri Lankan Craft products globally.


Fair Trade (FT) has been identified as one of the tools for the sustainable economic development of the world and defined as an alternative approach for conventional international trade.  FT labeling is seen as a tool to enable sustainable development and empowerment of disadvantaged producers and workers in developing countries.

‘Lanka handlooms special’-Int’l Design Expert

Asian Tribune - 01/07/2014

Jennifer Shellard (Visiting British design expert-left), Bandula Egodage (Chairman/CEO-EDB, at centre) and Sujatha Weerakoone (DG-EDB-right) at “Design Development for Sri Lanka’s Handlooms” session by EDB on 30 June in Colombo.

Just as the US demand for Lankan handlooms surged, an international design expert called on 30 June the country to further strengthen its design and promotion capacities-and Sri Lanka’s handloom designs continue to have a special identity.

“Sri Lanka has been known for its handloom textiles. Sri Lanka, rather than moving into fast fashion handloom cycles, can elevate its special handlooms brand by building competence and international promotion efforts” said Jennifer Shellard (Visiting Lecturer, Woven Textile Department of London’s University of Creative Arts) on 30 June in Colombo.

Jennifer Shellard (Visiting British design expert)addresses the “Design Development for Sri Lanka’s Handlooms” session by EDB on 30 June in Colombo.

The highly experienced Design Expert Shellard was addressing more than 50 Lankan handloom designers and experts at the session titled “Design Development for Sri Lanka’s Handlooms” organised by EDB on 30 June in Colombo. Design expert Shellard has more than 16 years’ experience creating high quality products for the UK craft markets mainly in spun silk. As a senior lecturer in London College of Fashion, she ran the Surface Textile pathway and subsequently set up and ran the BA Hons Fashion Jewellery Course. She also assisted the Moratuwa University in 2003-04 to introduce weave designs to its BA Fashion course. Her expertise extends to using research for designs and crafts, as well as challenging definitions and perceptions of hand-made textiles particularly with regard to their presentation and context. According to the EDB, 2013’s total apparel exports stood at $ 4.26 Bn. In 2013, Sri Lanka exported $115.55 Mn of woven fabrics-an increase of 10% from 2012’s $104 Mn. Top five buyers of Sri Lankan handlooms in 2013 were Bangladesh, India, Turkey, Hong Kong, and UAE. Appetite for Lankan handlooms in US markets has also surged in 2013-US which was ranked as the 15 buyer of Lankan handlooms in 2012, jumped to seventh ranking importer in 2013 with $ 1.64 Mn of purchases.

“Sri Lanka has been known for its handloom textiles. It is a high precision sector and its precious in Sri Lanka branding. In fact, it is a jewel for Sri Lanka” said Design Expert Shellard and added: “Apparel sector is generally responsive to fast fashion cycles. But handlooms are not the same. Sri Lanka, rather than moving into fast fashion handloom cycles, can elevate its special handlooms brand by building weaver competence and international promotion efforts. I am not making a recommendation here but being already hands on involved in Sri Lankan weaving and gaining an understanding of Lankan designs, I identified these factors. Unlike powerlooms, handlooms help in maintaining the country’s identity and helps tourism. My personal view is that if Sri Lanka becomes a mass producer of handlooms then it may not retain the same premium cache it now has. This is true even internationally. The reputed international handloom designers such as Junichi Arai and Reiko Sudo (Nuno Fabrics, Japan), Ann Richards (UK), European designers such as Laura Thomas, Drahomira Hampl, Margo Selby, Makeba Lewis, Katrin Hielle, Ptolemy Mann and Wallace Sewell & Emma Wallace used modern methods but preserved hand-woven quality. Research is important and do your research to make your products relevant, and differentiate locally and internationally-otherwise you will end up with unsold stocks. Also, if you are interested, I have news-that is 2014-15 autumn winter cycle color trend in international fashion for Lankan exporters-the two important colors are rust and dust.”

Bandula Egodage (Chairman/CEO, EDB), addressing the event, said: “43% of Lanka’s total exports are apparel. I believe that the secret of our apparel success could be that we don’t sell apparel but sell designs. That’s the value we deliver. Sri Lanka is a skilful place. We maintain our traditions and resources. Value addition is an essential factor and repeating of the same designs will not help us in the long run. Today’s EDB initiative session titled “Design Development for Sri Lanka’s Handlooms” is in line with this.”

Anuradha Yahampath (Design Director of Kandygs Pvt Ltd), a participant of the EDB session, said: “Input and training of Jeniifer Shellard is important to our industry as she is a highly experienced global designer with an understanding of Lankan design. For me, Shellard’s information on research, design, and color themes are the most important lessons.” Director Yahampath’s Kandygs has a large factory with 200 handlooms, 30 power looms, 50 sewing machines and a fully equipped dye house. Kandygs exports to such destinations as Japan, Germany, Greece, United Kingdom, Netherlands, Norway, Sweden, Mexico and Maldives. Kandygs has been representing in many international trade fairs including Heimtextil Frankfurt, Ambiante Frankfurt, and fairs in Sweden, Switzerland and Tokyo.

UK expert to inaugurate handloom design program

Lanka Business Today - 30/06/2014

A programme on ‘Design Development for Sri Lanka’s Handlooms’ will take place at the Export Development Board auditorium today, June 30 at 9.30am.

It will be inaugurated by International Design Expert Ms Jennifer Shellard of the United Kingdom.

Sri Lanka's handloom textile industry is centuries old, the 6th century BC according to Mahavansa, when Prince Vijaya from India landed at Manthota (Mannar) in Sri Lanka. History records that when he found Kuveni, whom he eventually married, she was spinning yarn. And that tradition continues to the present era as weaving handloom textiles.

The industry has helped showcase the undying creativity of generations of Sri Lankans taking them to the international arena. A range of designs and colours, individual and innovative designs, craftsmanship, colour combination and patterns have been handed down from generation to generation.

According to a spokesperson of the Export Development Board, the handloom textile industry is a highly labour-intensive export-oriented rural-based industry in Sri Lanka. The industry produces predominantly cotton and silk products, utilizing cotton and silk yarn.  Generally, with low capital costs and running expenses, handloom is a household or cottage industry, where skilled hands create value added products.

Another feature is that the industry has the flexibility to supply in small quantities as well as larger quantities and styles to individual tastes and requirements of different buyers from various cultures. There is an immense potential for use of alternative raw materials, abundantly available in Sri Lanka, said the spokesperson.

“The industry employment to around l5,000 persons withe around 962 manufacturers engaged in the industry,” added the spokesperson.

The mix of manufacturers includes leading handloom weaving manufacturers as well as small scale producers. The leading producers had been able to grasp the international market and also have been able to successfully cater to the local tourist market.

Exports include a wide range products such as soft toys made out of handloom fabrics. bed linen, table linen, kitchen Linen bath Linen, upholstery and dress fabric, curtaining, readymade garments, hand woven rugs, tapestries etc. and stationery items such as books, notebooks, albums and writing pads made with handcrafted exteriors. These items are designed for niche markets where hand made products of high value are preferred.

Sri Lankan handloom producers are capable of supplying numerous products to markets such as Italy, Germany, France, UK, Norway, Netherlands, Japan, Korea and Maldives. Sri Lanka has exported handloom textile products to the value of US $ 1,539,623 in 2011.

Awareness of modern design trends, combined with traditional craftsmanship and the influx of new processing techniques, Sri Lankan handlooms have been given a new life. The industry has gained a dominant identity and a foothold in the competitive international market.

Handloom products are completely sustainable and use eco-friendly raw material and internationally accepted quality standards are maintained. Thus, there is a great opportunity for the Sri Lankan handloom industry to flourish.

The Health Benefits of Ceylon Tea

Ceylon tea is prized for its rich aroma and taste, but it also has many health benefits. This tea is grown in Sri Lanka (formally Ceylon), and is a relatively new crop there, only taking off in the mid-1800s. Ceylon tea comes in the same black, green and white varieties that are grown elsewhere, although each has subtle differences in flavor to other teas. Black tea is the most  widely produced and recognized and has citrus overtones. Ceylon green tea has a much stronger flavor than other green teas and is considered an acquired taste. Ceylon white tea is highly prized and said to taste of honey. Ceylon teas have much the same health benefits as regular tea, and are generally purchased for their superior quality and flavor.

Sri Lanka to achieve the apparel export target of 10 billion US dollar by 2016

Sri Lanka’s apparel makers have starting feel the need to popularize their brand among the local people as it has shown a grown of 10 percent in the domestic industry from the last year. There is a scope to further enhance the market as a huge untapped market locally exist, which needs to be addressed and cater good quality garments for an affordable price.

Indradatta Dharmawardane, President of Sri Lanka Apparel Brands Association speaking at the launch of Sri Lanka Apparel Brands Association (SLABA), which was rebranding the Domestic Garment Manufacturers Association (DGMA) founded by the late A Y S Gnanam said that they are currently targeting a bigger share of an estimated two billion US dollar domestic market.

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EDB starts work on latest global market Fairtrade call

Daily FT - 25/06/2014

• Enlists former global FT head Myers for initiative
• Pilots Fairtrade certification support in Sri Lanka for exporters
• First sector: Crafts & Lifestyle exports
• Midaya Ceramic, Kandygs, among shortlisted
• Crafts & Lifestyle exports up by 25%

Paul Myers, the visiting USAID/VEGA Fairtrade Expert visits a craft-maker in Piliyandala.

As Fairtrade becomes the latest sales driver in international markets, Sri Lanka has stepped up its efforts to meet the new standard. A promising Lankan export niche has become the successful testing ground for Sri Lanka’s entry into global Fairtrade certification regime – and the EDB, which leads the initiative, has received encouraging feedback from many – including a global consultant on Fairtrade.
“I am impressed of Sri Lanka’s craft makers and exporters. Their products are of high quality,” said a satisfied Paul Myers, the visiting USAID/VEGA Fairtrade Expert on 19 June at EDB, Colombo.

Fairtrade Expert Myers was making his concluding remarks on his three weeks’ long consultation visit to Sri Lanka to assist EDB’s first Fairtrade initiative. The first ever national initiative on Fairtrade in the country, the programme aims to introduce and implement Fairtrade concepts for the craft sector in Sri Lanka for a period of 2-3 years. The first stage of the three stage program was already concluded in 2013.

Nine firms, Midaya Ceramic, Kandygs Handlooms, Island Craft, Suntex Weaving Industries, Earth Bound Creations, Trickledown, Maximus, Selective Designs, and Pung Craft have succeeded in clinching EDB’s support to apply for Fairtrade certifications in this first initiative.

The Fairtrade Certification has been identified as one of the tools for the sustainable economic development of the world and defined as an alternative approach for conventional international trade. Fair trade certification mark now appears in thousands of products in international markets, and in Germany, where more and more consumers insist on fair trade certifications, revenues of such products increased by 22% in 2013. In UK, Fairtrade products saw a 19% increase on sales in 2012.

“I have visited several craft makers in Sri Lanka including some handloom makers. I am impressed of the craft makers and exporters whom I met. Their products are of high quality and in par with international standards. Also, the initial preparatory work on Fair Trade of most participating companies in this project too has been highly encouraging,” Myers said on 19 June.

According to the EDB, the total lifestyle and craft exports that stood at $ 78 million in 2011, has increased to $ 97.3 million, a 25% growth. EDB believes that this niche export sector to be promising when it comes to the premium end of global accessories and lifestyle markets.

Craft sector in Sri Lanka is mainly a cottage based industry and comprised of small and medium entrepreneurs. The crafts of Sri Lanka are a combination of the traditional skills and modern technology.
This industry directly contributes to the social development in the rural communities and assists them for better income and more importantly, is instrumental in absorbing the rural talents and capabilities to the export mainstream.

According to the EDB, the Sri Lankan craft products are manufactured targeting the niche export market where mass production is not required. Sri Lanka is also a signatory to all International Labour Conventions under the International Labour Organisation (ILO) in this context the EDB believes that introducing Fair Trade concept to the Sri Lanka craft sector will enable manufacturers to market their products to the demanding niche markets and receive a premium price.

With a view to promote Fair Trade as a marketing tool among identified craft manufacturers in Sri Lanka and facilitate them to export their products under Fair Trade label targeting the niche export market, EDB  commenced the implementation of a programme to introduce and implement Fair Trade for Sri Lanka’s craft sector starting 2013. EDB has also successfully concluded its Fairtrade awareness session in Batticaloa with 45 participants-which included even deserving widows in the area working on handlooms and crafts.
Many beneficiaries of EDB’s Fairtrade support were upbeat of the prospects. Midaya Ceramic Managing Director Anura Warnakulasooriya said: “This is a good initiative. This certification gives us an extra advantage and helps us to look better – it differentiates us from other manufacturers. But we need to look at costs – if we can get government’s support on the cost of getting and maintaining the certification, it will be very helpful.” Midaya Ceramic is Sri Lanka’s oldest ceramicware firm. The only company with such a large speciality ceramic portfolio in the country, its exports are in the markets of demand in the UK, Holland, Germany, France, Belgium, Norway and USA.