EPCH Organized Awareness Webinar On “Effectively Positioning Products In Markets Worldwide” For Member Exporters Through Video Conferencing On Zoom Platform


The Export Promotion Council for Handicrafts (EPCH) is working for promotion of exports of handicrafts for the last more than three decades and the Council is regularly organizing awareness webinars to update member exporters on the latest information pertaining to exports of handicrafts, said Dr. Rakesh Kumar, Director General-EPCH.

Speaking on the occasion, Dr. Rakesh Kumar, Director General-EPCH informed that in the latest series of Webinars, EPCH has successfully organized today an AWARENESS WEBINAR ON “EFFECTIVELY POSITIONING PRODUCTS IN MARKETS WORLDWIDE” for member exporters on  PAN India basis wherein large number of member exporters actively participated virtually.  Shri Ravi K Passi, Chairman-EPCH, Shri Raj Kumar Malhotra, Vice-Chairman-EPCH, leading member exporters alongwith Prof. (Dr.) Ram Singh, Senior Professor of Indian Institute of Foreign Trade (IIFT) as a Key Faculty of the Webinar were present in the above awareness session.  Prof. (Dr.) Ram Singh shared his vast experience in the field of international trade and effectively positioning of handicrafts products in the markets worldwide.

Prof. (Dr.) Ram Singh informed the participants about Market Positioning which refers to the ability to influence consumer perception regarding a brand or product relative to competitors and the objective of market positioning is to establish the image or identity of a brand or product so that consumers perceive it in a certain way like – A handbag maker may position itself as a luxury status symbol, A TV maker may position its TV as the most innovative and cutting-edge etc.  Associating your brand/product with certain characteristics or with certain beneficial value with competitive pricing with high quality and with a specific use.  He quoted many examples on the same.  Prof. Ram Singh guided handicraft exporters to position their products as per the customers preferences keeping in view the cultural and religious sentiments of the target country, said Dr. Rakesh Kumar, Director General-EPCH.

The Handicrafts exports during the year 2019-20 was Rs. 25,270.14 crores and during 1st nine months i.e April-December’2020-21 is Rs. 16940.98 Crores and USD 2268.58 Million informed by Dr. Rakesh Kumar, Director General – EPCH.


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