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MARKET FEASIBILITY REPORT FOR VOCATIONAL SKILLS

Technical Report · September 2017

DOI: 10.13140/RG.2.2.31124.94084

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ASSOCIATION FOR WOMEN AWARENESS AND RURAL DEVELOPMENT

MARKET FEASIBILITY
REPORT FOR
VOCATIONAL SKILLS
Shahiryar Khan

2015

CONDUCTED BY: TIRRA DEVELOPMENT ORGANIZATION

Market Feasibility Report For Vocational Skills

Foreword
Association for Women Awareness and Rural Development is nonprofit organization
working to empower the women through education, awareness raising, skill
enhancement and income generation for better standards of life.

Rural women have to face number of challenges in terms of her economic stability,
illiteracy, lack of awareness, less financial resources etc. Keeping in view of this skilling
rural women have been the focus of AWARD since its inception and AWARD is
provided technical skills along with provision of micro loans as solution rural women
economic challenges.

This feasibility study was conducted priori to technical trainings, so that market oriented
business skills should be identified as well as linkages of micro entrepreneurs should be
developed with major markets for sustainability and successful enterprise development
at household level leading to poverty alleviation and women empowerment.

Christina Peter
Executive Director

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Market Feasibility Report For Vocational Skills

Acknowledgement

This report could not have been developed without continues support, encouragement
and feedback of the AWARD Team especially Mrs. Christina Peter Executive Director of
Association for women awareness and rural development. In addition to this research
team Ali Akbar, Nafeesa Ishfaq, Muhammad Zeshan have worked for completion of the
data. I would also like to pay thanks to Mr. Jawad Ali Mirza who has provided his
support and feedback on the report.

Shahiryar Khan

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Market Feasibility Report For Vocational Skills

Table of Contents

S# Description Page No.

01 Executive Summery 05

02 Objective of the Feasibility Study 07

03 Handicrafts Industry 07

04 Outline of the work undertaken 08

05 Markets 09

06 Conclusion 19

07 Market Survey Questionnaire 21

08 Sample Business Development Plan 24

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Market Feasibility Report For Vocational Skills

Executive Summery
The craft is a creative industry, especially handmade crafting industry has been growing
at a tremendous pace over the centuries especially in last decade; demand of different
types of handmade crafts like embroidery, stitched cloths, and handmade decoration
pieces are becoming more valuable and fashion by the passage of time. It’s hard to put
a definite amount on the total sales in the industry or an estimate on the number of
skilled labor/ entrepreneurs involved in this business but the market of Southern Punjab
is main hub for such like business. The biggest impact on this industry over the last 3 to
4 years has been the use of digital machine which is industrial stitching in the area of
digitizing designs, machine made decoration pieces and use of technology for getting
cheap cost of production.

But the demand of handmade crafts is still increasing because of sophistication,

creative design and neat work. Although the mechanism for creating custom designs
has become more user friendly through the use of digital technology and this trend have
also created more competition in the market, which also shows that demand is not
being completed by entrepreneurs of handmade crafts. Though industrial stitching and
machine made decoration pieces have gained a big share in the market, but that
doesn’t reduce the demand of handmade crafts. Due to low cost of production, now
many more of the entrepreneurs who were involved in handmade crafting are
purchasing their own small digital machinery and more digitizing is being done in house
as opposed to being contracted out.

There will continue to be changes and enhancements in the area of digitizing and
producing creative designs. More and more entrepreneurs will purchase digital machine
to do the easier designs in-house. The corporate market is still new and growing. So,
micro entrepreneurs have vast chances to shine in this market through better linkages
development, quality products, marketing and value addition.

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Market Feasibility Report For Vocational Skills

A big concern of industry leaders originated during this study was that micro
entrepreneurs not had professional guidance, so the quality of products may
deteriorate. Though, government and private institutes are now offering training and
organizing trade shows, seminars to provide the skills and techniques for quality
enhancement and market linkages development. Training has been an area that has
been lacking in the industry in the past.

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Market Feasibility Report For Vocational Skills

Objectives of the study.

The main objective of this study was to develop the market feasibility report to search
for the vocational skills that are demanded in the main markets of District Multan, Dera
Ghazi Khan and Muzaffargarh, so that the course of Vocational Training Centres of
AWARD in these areas can be designed accordingly and skilled women/ girls can
market their skills for better standard of life. Another objective is to define the market
value chain of the proposed technical skills and micro entrepreneurs to help the
organization in planning and capacity building of the beneficiaries and linkages
development of the skill labour to local and national market. Followings specific
objectives were set before the study.

1. Current market analyses in the perspective of micro entrepreneurship.

2. Complete feasibility study of the potential businesses related to vocational skills
and their value chain.
3. Value addition strategy of the proposed skills.
4. Business Development Plans after completion of the vocational trainings.

Handicraft Industry.
The demand for handicraft industry is continually rising due to urbanized population and
changing life styles. There are numerous local micro entrepreneurs producing different
kinds of arty-crafts like handicrafts, embroidered cloths, jewelry, but still a huge demand
exists for potential investment in this growing business of Southern Punjab particularly
in District Multan, Dera Ghazi Khan and Muzaffargarh.

This feasibility study is conducted for analyzing demand, supply and value chain, so that
specific market oriented technical/ vocational skills should be identified and provided to
the female beneficiaries of AWARD. The focus of the study is to give clear guidelines for
designing syllabus of technical trainings.

These arrangements will ensure sustainability of the project and will also brighter
chances of livelihood enhancement of trainees after completion of training. This report

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Market Feasibility Report For Vocational Skills

will also offers a wider picture of market linkages development/ networking of business
and sale/purchase markets of products like embroidery fabrics, bed sheets, table and
sofa cloths, cushions, display material etc. This will make them useful and become
earning hands for their families after obtaining trainings.

During this study, potential buyers were also contacted, who are willing to procure
products if meet their specific criteria which is quality, unique fashion and cultural
designs. Products can also be put in wholesaler market, retail outlets, display centers of
Sanatzar and Boutiques in three major cities of the area which are Multan,
Muzaffargarh, Dera Ghazi Khan and Kot Addu.

However, entrepreneur’s knowledge of market, value addition, local industry,

development of quality products, attractive designs, competitive pricing and strong
linkage with suppliers and wholesalers network are factors for the success.
The Handicrafts Channel

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Market Feasibility Report For Vocational Skills

Outline the work undertaken:

For value chain analyses, markets of four major nearby cities (Multan, Muzaffargarh,
Dera Ghazi Khan and Kot Addu) were visited to assess the demand and supply chain of
the market for arty craft business and focus group discussion/ meetings were
commenced with potential buyers, in addition to this markets of raw material was also
visited. So that in-depth analyses of the current market trend should be observed
potential market oriented skills should be identified. In the meanwhile value chain of the
proposed vocational skills was also evaluated and is the part of this report. Following
markets were visited during the study.

Market Visited Who travelled Places/ Shops visited

Sanat-Zar Multan
Manager Sanat-Zar
and Display Centre

Multan Chamber of Khurum Javed

Commerce Secretary General
Ahsan Suting
Rahim Center
Shahiryar Khan and Center, Mr. Ali Raza
Multan
Robin Sardar Chacha Bhateeja
Embroidery Dealers
Rahim Center
Mehboob Market Rehmat Products
Hussain Agahe Al-Farid Suiting
Sadar Bazar Multan Ahmad Doppata
Cantonment Suiting
Railway Chowk Sulman Dawood
Market Boutique
Ali Akbar, Shahiryar Char Khamba Iqbal Pathany Khan
Kot Addu
and Nafeesa Market Cloth House
Saeed ud Din Cloth
Main Bazar
House, Farhan

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 Market Feasibility Report For Vocational Skills

Arslan, National and

Karachi Cloth
House.
Majeed Market Sapna Cloth House
Hamza Suiting
Ward No. 14/F
Collection
Ishfaq Cloth House,
Razzaq Embroidery
Shahiryar Khan &
Dera Ghazi Khan Rani Bazar Work,
Ali Akbar
Habiba Embroidery
Collection
Railway Road SnS Botique
Hassan Plaza near
Shahiryar & Ali Fancy Botique and
Muzaffargarh Water Treatement
Akbar Garments
Plant
Main Market Fashion Point

Although handicrafts especially embroidery, patch work (Rilli) and hand woven utensils
(Chabbi and decoration pieces) of southern Punjab are very famous all over the
Pakistan and in the world. More precise and specifically market trend depends on
seasonal order and changing inclination of the fashion in the country particularly in the
middle class which is the main buyers of these products.

After thoroughly analyses of the market, it was found that followings are current market
trends.

Market Visit of Multan Yousuf Market, Discussion with Wholesaler hand

embroidery, Kuraisha Work and Industrial stitching
Meeting with Manager Display Center Sanat Zar Multan
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Market Feasibility Report For Vocational Skills

Market Visit
Multan.
There are three main markets of handicrafts in Multan which are located in Rahim
Center & Yusuf Markets near Hussain Agahe and Sadar Bazar cantonment market,
whereas wholesale market of raw material is also situated there. After getting thorough
analyses of the market and interviews with shop keepers in the market it was observed
that embroidery work on fabric of Chiffon, China Crinkle & Lenin is marketable four
season, while cotton, lawn, Lenin in summer and Lenin, chiffon is liked mostly in winter.
Whereas patch work, handmade buckets (made with natural weeds and reeds),
decoration pieces with (Kuraisha work), mirror crafted material and decorated mirrors
are also viable and sold in local market, some quantity of these products are prepared
by local artisans, while large scale quantity are purchased from Faisalabad, Lahore and
even from Sindh (Karachi).
Potential saleable Businesses:
 Embroidery
 Industrial Stitching
 Embellishment
 Patchwork (Rilli)
 Kuraishia Work
 Handmade Fans and Buckets
 Decoration Pieces
 Cushions and Handbags
 Khusa (Tilla) work
 Mirror crafting
 Decoration pieces with camel bone.

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Designs of Embroidery famous:

Mix-up design of Tarkashi and Kacha Tanka is one of famous work which buyers like to
pay money for. Following stitches are famed and commendable in the market.
1. Aar work
2. Shed Work
3. Ulta Tanka
4. Gobhi Tanka
5. Taar kasha
6. Kacha Tanka
7. Balochi Tanka
8. Kashmiri Tanka

Another finding was that wholesale entrepreneur’s sale their products to the markets of
Lahore and Karachi, wherein dark colour fabric with full of embroidery work is mostly
liked in Lahore, while in the market of Karachi light colour fabric with simple,
sophisticated and Sufi design are mainly liked. Shop keepers in this market are
purchasing stuff from Bahawalpur, Multan, Muzaffargarh, Dera Ghazi Khan, Rajan Pur
districts.

Whereas designs of Patchwork (Rilli) is liked with bright colours, however after
launching of Saraiki Ajrak, light blue and white coloured patch work (rilli) is also being
liked. Decoration pieces with cultural touch are saleable and hand-woven baskets is
only liked.

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Decoration Pieces with Shesha work

Decoration Pieces

Embroidery on Cushions
Saraiki Ajrak Patron Handbags

Saraiki Ajrak Patron Cloths

Handbags Embrioded fabric

Hand Fan

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Dera Ghazi Khan

In Dera Ghazi Khan major portion of handicrafts is possess by handmade embroidery,
but the market is small as compare to Multan as there are only 3 main traders/ sellers of
embroidery business located in Rani Market. Yet Patchwork (Rilli) and hand-woven
baskets are procured from Muzaffargarh.

Potential skills:
 Handmade Embroidery
 Embellishment
 Patchwork

Embroidery Designs:
Tarkashi & Banarsi Tanka is very famous in this market, while Kacha Tanka, Aar work,
Balochi Tanka, Jao Tanka & Sheesha Patti is also driven trend is market. Wholesale
dealers of this market mostly sell their products in the markets of Balochistan (Queeta
and Loralai cities) where fabric with full of embroidery is approximately liked.

Most of women working in embroidery business in the district prefer to sell their
products in multan as compare to dera ghazi khan because of cheaper rates and credit
financing in dera ghazi khan.

Traditional Embroidery

Traditional Balochi
Scarf Embroidery

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Muzaffargarh.
In Muzaffargarh there is only one market for embroidery work which is sadar bazaar
(main market) including some boutiques. Boutiques owners are purchasing products
from Faisalabad and Lahore because of conflict of interest between local producer and
boutique owners. While some of Boutiques owners have asked that if someone produce
quality products and have agreement with us that they will not sell the same products to
our competitors then we are willing to buy.

Whereas shop keepers are purchasing hand-woven baskets locally and decoration
pieces especially decorated mirrors from Hussain Agahe (market of Multan).

Potential Skills
 Embroidery
 Embellishment
 Decoration Pieces
 Hand woven Baskets and Carpets
 Kuraishia Work
 Handmade Utensils (Chabbi)
 Mirrors Aplic
 Decorated Handbags
 Wall Hanging Decorated Mirrors
 Crochet, Hand knitting
 Bead work and Glass Painting
 Khussa (Tilla work)

Designs:

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Aplic work is famous and easy to sell design in this market, while shadow work,
kashmiri tanka, qureshiya work, phol tanka, shadow Benazir stitches are in the market.

Aplic Work Handmade utensil (Chabbi)

Crochet Bangles and Bracelet

Bridle Work Typha Mats and Carpets

Hand woven Baskets Traditional Kurta (Children)

Kot Addu

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Market Feasibility Report For Vocational Skills

In Kot Addu there is only one main market of embroidery business which is located in
Char-Khamba market and one boutique on Railway road.

Designs:
Aar work is mostly famous while mostly customers like to purchase industrial stitched
clothes due to low-price as compare of handmade embroidery and size of market is also
small, so shop keepers doesn’t wants to invest much. In addition to this kacha-pakka
tanka, shadow work, tarkashi and shesha work is also marketable.

Handmade decoration pieces

Decoration pieces are always a part of home and office from centuries, usually
preparing handmade decoration pieces were a hobby initially, but now it has also
become a big business and our shopping malls and plazas are full of these like
decoration pieces. As the micro entrepreneurs are not producing as per demand of the
market and quality of the product is also not up to the mark, due to which made in china
or machine made decoration pieces are replacing in the markets. But still there demand
of the handmade decoration pieces is increased.

While visiting the markets, survey team found that handmade decoration pieces can be
easily sold in the local markets like Kot Addu, Muzaffargarh, Multan and Dera Ghazi
Khan. Recently flowers, cushions, decorated wall hanging mirrors, bracelets, pranda,
handbags are being sold and some of the entrepreneurs are locally producing these
handmade decoration pieces at local level in some portion of Multan.

Cattail (Typha) hand-woven carpets, doormats and other products

Typha leaves are alternate and mostly basal to a simple, joint less stem that eventually
bears the flowering spikes. The rhizomes spread horizontally beneath the surface of
muddy ground to start new upright growth, and the spread of Typha is an important part
of the process of open water bodies being converted to vegetated marshland and
eventually dry land. Typha leaves are easily available in river banks and are available in
three districts of the feasibility study (Muzaffargarh, Multan and Dera Ghazi Khan).

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Typha is an invasive species that is found throughout the delta region of the Indus
River. In some of the areas local community cut/ dry and process the Typha into
briquettes, and women’s groups which markets and sells the final product & in some
areas people burn them for cultivation on that land, due to which this imperative species
as well as other species living to gathered are being disturbed as well as due to burning
the Typha natural environment is also being polluted.

So, the main hub for cattail (typha) hand-woven carpets, doormats, mosque carpets and
other products is Mehmod Kot city, where it is being produced at large scale level and
marketed in almost whole part of the country. Even though typha products are also
being produced in Kot Addu (near Indus river by sheikh community), but these products
are not market oriented due to which they can only sell their finished products at local/
village level.

Carpets, doormats and other products made by typha are very beautiful and eyes
touching and are also used for home decoration in big cities. As the material of the
same is available easily and free of cost, so the cost of production is very low and this is
highly profitable business. The skilled labour and trainers are available in Mehmood Kot
city.

Stitching of cloths/ tailoring

Stitching of cloths/ tailoring is a business pacing in whole year as cloths are basic needs
of every person and now a day’s new trends are rapidly changing by putting designs on
stitched cloths and

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Overall conclusions:
1. Sophistication in design, sharpness, clean and creativity is the only thing which
can lead to the production and business development of the micro entrepreneurs.
Keeping in view the market trends illustrated above, innovation in designs and
packing/ packaging is also necessary to sustain in the market.
2. Embellishment, Adda Work and Industrial stitching are three main skills which
should be provided to the beneficiaries.
3. Typha hand-woven carpets, doormats and other products can be produced at
very nominal cost and easily sold in local and nearby markets.
4. Micro entrepreneurs should start business collectively, which will not only reduce
their cost of product but also increase their sale and productivity.
5. Handmade decoration pieces should be made as per demand of the market.
6. After establishment of Multan International Airport, there are vast chances that
embroidery work will also start exporting directly from Multan to the world, which
will not only create vast chances to in linked with export companies

Outcome/ potential Skills identified:

1. Embellishment
2. Embroidery
3. Adda Work
4. Industrial stitching/ Tailoring
5. Handmade decoration pieces.
6. Hand woven typha carpets, doormats and other products.
7. Hand woven Baskets
8. Patchwork (Rilli)
9. Kuraishia Work
10. Handmade Fans and Buckets
11. Cushions and Handbags
12. Khusa (Tilla) work
13. Mirror crafting
14. Decoration pieces with camel bone.

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Market Feasibility Report For Vocational Skills

15. Handmade Utensils (Chabbi)

16. Mirrors Aplic
17. Wall Hanging Decorated Mirrors
18. Crochet, Hand knitting
19. Bead work and Glass Painting
20. Chips, nimko, dall, pop corns (with packing/ packaging)

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Market Survey Questionnaire

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Sample Business Development Plan

‫اکروابریوصنمہب‬
___________________________________ ‫رباےئاکروابر‬

___________________________________:‫اکروابریاکانم‬

___________________________________ :‫ علض‬/‫العہق‬

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‫‪____________________________________________:‬‬
‫اکروابریکلیصفت{ اکروابریکونتیع‪،‬رفامہیک اجےنوایلونصماعت ایدخامتاکرصتخمرطہقیاکر‬

‫_______________________________________________________________________________________________‬

‫اگکہیکاشندنیہ{اگکہوکن وہں ےگ‪،‬ینعی ارفاد‪ُ ،‬داکںین‪ ،‬ادارے وریغہ‪ ،،‬اگکہ اہکں ںیہ‪ ،‬سکتمیقرپ ونصماعت‪ /‬دخامترخدیںی ےگ‪ ،‬اکیامہ ایاسل ںیمینتکرفوتخوہ‬

‫یتکسںیہ‪__________________________________________________________________________________________:‬‬

‫______________________________________________________________________________‬

‫______________________________________________________________________________‬

‫______________________________________________________________________________‬

‫دیپاوارےکادہاف‪ /‬آدمیناکادنازہ‬
‫لکتمیق{اماہہن‪/‬اسالہن}‬ ‫رٹی یفویٹن‬ ‫دعتاد ‪ /‬ویٹن‬ ‫لیصفت‬ ‫ربمن امشر‬

‫لکتمیق‬

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‫ونصماعت‪/‬دخامتیکونتیع_______________________________________________________________________________‬

‫ہگجاک ااختنب________________________________________________________________________________________‬

‫پ‬
‫گنکیپ‪ /‬یکجیگ‪______________________________________________________________________________________:‬‬

‫تمیقاکنیعت‪________________________________________________________________________________________:‬‬

‫وہشمری___________________________________________________________________________________________‬

‫واسلئاورارخااجتاکہنیمخت‬
‫{لقتسمارخااجت[اکیابروہےنواےلارخااجت] رنیشمیایاوزار}‬

‫اسھگایئں‬ ‫لکتمیق‬ ‫تمیق یفویٹن‬ ‫دعتاد‬ ‫لیصفت‬ ‫ربمن امشر‬

‫لکتمیق‬

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‫اخمامل‪/‬رٹیملی‬
‫ُُکتمیق‬ ‫رٹی یفویٹن‬ ‫دعتاد‬ ‫لیصفت‬ ‫ربمن امشر‬

‫ُُکتمیق‬

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‫زمدوری‬
‫اماہہن‬ ‫لیصفت‬ ‫ربمنامشر‬

‫ُُکتمیق‬

‫ریغلقتسم ارخااجت [ ابر ابروہےنواےلدرگی ارخااجت]‬

‫ُُکتمیق{اماہہن}‬ ‫لیصفت‬ ‫ربمنامشر‬

‫ُُکتمیق‬

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‫ُُک ریغلقتسمارخااجت=[اخمامل‪+‬زمدوری‪+‬ریغلقتسمارخااجت]=‬

‫اکروابرےکےئلدراکرادتبایئرسامہی[لک ریغلقتسمارخااجت‪ُُ +‬کلقتسمارخااجت]‬

‫ُُکدراکررسامہی‬
‫رسامہیاحلصرکےنیکوصنمہبدنبی‬
‫وایسپیکاترخی‬ ‫لکتمیق‬ ‫رشاطئ‬ ‫ادارہ‪ /‬صخش‪/‬ااخشص[لیصفت]‬ ‫ربمنامشر‬

‫ُُکرمق‬

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‫انمعفاکادنازہ‬

‫ُُکآدمن‬

‫ُُکریغلقتسمارخااجت‬

‫انمعف‪ /‬اصقنن[ ُُکآدمن– ُُکریغلقتسمارخااجت]‬

‫‪= 100 x‬‬ ‫رفوتخرپانمعفیکرشح[ ُُکانمعف‪ُُ /‬کرفوتخ]‬

‫رسامہیاکریرپانمعفیکرشح[لکانمعف‪ُُ /‬کرسامہیاکری]‪=100x‬‬

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