Promoting

Traditional Crafts in
the 21st Century

Presented By,
Ashish Biyani
15OIL2010
M. Tech. OIL
 Introduction
 Himalayan Bio Trade Private Limited (HBTL) was founded
in 2000 in order to process and market forest-derived
products made by members of the Nepalese rural
community in Kathmandu- Nepal.
 Through local, national and international partnerships, the
community owned organization has raised the skill level of
local craftsmen and women in the country, standardized
their production methods, and improved product quality
 HBTL has raised the economic well-being of producers and
ensured the delicate environment upon which their
livelihood depends is preserved.
Traditional knowledge
 Nepal is endowed with plentiful human and natural resources.
The country has a diverse array of traditional knowledge that
has been passed down the generations of craftsmen and
women.
 Indigenous communities living in the hillsides of the country
have relied on the bark of plants such as hemp because of the
unique qualities of its fibers which include strength,
smoothness, and lightness.
 Through traditional treatments of these fibers, Nepalese
craftswomen have been able to achieve a luster similar to silk
that can be spun into wool and woven on a handloom in order
to produce material for creating clothing and other items.
 The bark of the Lokta shrub has been traditionally used in Nepal
to manufacture handmade paper
Research and development,
partnership and financing
 Through research and development (R&D), and via key strategic
partnerships and cost effective financing provided by national
and international organizations, the crafts industry in Nepal has
been revived from the brink of collapse.
 As the head of HBTL, Mr. Gurung has driven through structural
changes and projects that helped to upgrade the skills level and
business capability of traditional crafts communities in Nepal
via collaborations with international partners.
 Like Aveda Corporation (Aveda), an established cosmetics
manufacturer based in the United States of America (USA).
 Wildlife Friendly Enterprise Network (WFEN), United Nations
Children’s Fund (UNICEF) etc
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 With the support of its partners, in 2002 HBTL and other
community enterprises and cooperatives in the country
formed Public Private Alliance (PPA) an association
through which forest certification, product development
and international market advice was provided to rural
craftsmen.
 By working with Aveda’s experts over a four year period,
for instance, PPA members – including HBTL – were able to
improve the design, price, packaging and quality of Lokta
paper products in Nepal.
Branding and commercialization
 Desiring to enter the international market, HBTL has
worked hard on diversifying and distinguishing its brands,
establishing international standards in its production
processes, and developing a sound marketing strategy.
 In support of this decision, HBTL has invested in industry
certification for organic production including those
provided by WFEN (an internationally renowned certifier
of naturally produced goods) and the Forest Stewardship
Council (FSC) .
 Moreover, in order to reach clients and customers around
the world, HBTL has established a strong marketing
strategy that includes participation in well-known industry
trade fairs and events such as BioFach – a global trade fair
for organic goods producers based in Nuremburg, in the
state of Bavaria, Germany. 
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 Timed to coincide with the 2011 BioFach fair, the producers’
organization and its partners – including other Nepali
cooperatives – joined forces and produced a collective brand
called “Nepali Delegation”.
 Since 2007, Aveda has sourced attractive blue, black, red,
yellow and green handmade Lokta paper from HBTL in order to
package its range of “Holiday Gift Set” cosmetic brands – called
Hand Relief and Foot Relief (both being moisturizers). Not only
have these brands raised the corporate profile of Aveda; they
have also enhanced the profile and reputation of HBTL and its
producers while opening new commercialization avenues for
their products.
 HBTL offers a vast range of certified, natural, and organic
products including Nepali handmade Lokta paper, hemp and
nettle clothing and accessories (such as folders, journals,
notebooks, lampshades, and business cards).
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 As of 2012, the community based organization

commercialized its products both locally (through
networks of distributors in Nepal such as Deudhunga
Cooperative Ltd, Malika Handmade Paper Pvt. Ltd
and Everest Gateway Herbs Pvt. Ltd) and
internationally to several countries and regions
including the Commonwealth of Australia, the EU,
India, Japan, the Republic of Korea, and the USA.
Trademarks
 HBTL and its partners have been
aware of the importance of the
intellectual property (IP) system
as a means of securing IP assets,
distinguishing goods in a
competitive global market, and
reaping a return on investment.
To this end, Aveda registered
two trademarks (in 2008) for
Foot Relief and Hand Relief via
the United States Patent and
Trademark Office (USPTO). Both
brands’ external packaging was
made of attractive paper
sourced from HBTL.
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 Due to the alliance with Aveda, the producers’

organization was awarded the Chain of Custody
accreditation (which ensures traceability of forest
products to their place of origin in aid of sustainability)
by the FSC.
 Customers who buy Aveda products sourced from HBTL
are thereby assured of its origins and standards.
Meanwhile, the cosmetics company and, by extension,
business partners such as HBTL, have enjoyed mutually
enriching financial partnerships and enhanced profiles
supported by the IP system.
Business results
 Since its establishment, HBTL has managed a tremendous
transformation in the environment in parts of Nepal and
in the lives and economic well-being of its members.
 For instance, estimates show that up to US$ 5.54 million
extra in income has been created for 65,000 men and
women in this region.
 In 2009, HBTL was the ninth largest handicrafts exporter
in Nepal.
 HBTL has ensured that the environment on which they
depend is preserved for future generations of humans
and other flora and fauna.
Handmade Lokta paper from HBTL have been manufactured into a number of
items such as notebooks and notepads and used as packaging for cosmetics
products
 HBTL has created a number of
successful essential oil products
Quality HBTL nettle bags and embroidery made
with natural but durable fibers
Thank you