GJEPC Supports Hupari Artisans to Drive Silver Jewellery Exports

Hupari can become a significant exporter of silver jewellery, similar to how Surat emerged as a diamond hub. The government’s recognition of Hupari as a “silver zone” and the proposed establishment of a common facility centre will provide a strong foundation for growth. Despite Hupari’s silver jewellery being GI tagged, the region lacks an ecosystem necessary for export growth. However, with the right investment in modern machinery and continuous skill training, Hupari has all the elements necessary for success in the global silver jewellery market.

Hupari, a small town consisting of 12 villages, in Kolhapur district of Maharashtra, is home to over 40,000 artisans and 1,200 units, and is known for its traditional silver jewellery production. This cottage industry, however, relies largely on outdated machinery and manual processes. Despite these limitations, there is immense potential for Hupari to expand into export markets, leveraging its deep-rooted craftsmanship in silver jewellery.

Hupari’s artisans are highly skilled in producing intricate silver items such as anklets, chains, and temple jewellery. The process is labour-intensive, with local women and artisans handcrafting each item. Yet, the use of outdated technology limits productivity and hinders the ability to meet modern market demands. Artisans use traditional machines to craft wires and chains, cutting and shaping each piece by hand – a time-consuming method that makes it difficult to scale up production.

Although Hupari has a rich heritage of silver craftsmanship, its artisans have struggled to break into export markets due to a lack of awareness, resources, and technology. Their primary markets remain local, supplying in cities such as Lucknow, Kanpur, and parts of Maharashtra and Gujarat. The lack of access to export knowledge and infrastructure has further disconnected Hupari’s artisans from global opportunities, stifling their growth.

Hupari’s manufacturers procure raw silver in the form of bricks.

Hupari silver payals (anklets) have been granted Geographical Indication (GI) status, recognising the unique craftsmanship and traditional methods employed by over 40,000 artisans in the region, 60% are whom are women.  The GI tag helps protect the authenticity of the Hupari payals, boosts their marketability, and ensures that only silver anklets made in this specific region can be marketed with this distinction.

GJEPC’s Role and Interventions

Recognising the immense potential of this export category, the Gem & Jewellery Export Promotion Council (GJEPC) has been actively involved in helping Hupari’s artisans transition to export markets since 2021. The Council has conducted awareness seminars, educating artisans on the basics of export requirements, product demand, and technology. These initiatives have focused on improving product quality, introducing modern technology, and exploring export potential.

Vipul Shah, Chairman, GJEPC, comments, “Hupari holds the potential to be a thriving silver export hub, echoing Surat’s success in diamonds. The Government’s recognition of Hupari as a ‘silver zone’ and plans for a Common Facility Centre mark important steps forward. Yet, real growth will hinge on targeted investments in technology, artisan training, and international market access. At GJEPC, we see immense promise in Hupari’s artisans and are committed to guiding them on this journey to becoming key players in the global silver jewellery market.”

Artisans pressing the alloy rods through a series of rollers.

GJEPC’s interventions have also included facilitating health insurance subsidies for artisans and financial aid during the pandemic. The Council has organised meetings with local and national authorities to address administrative bottlenecks, such as land allotment for export clusters. Efforts have been made to modernise production through technology upgrades, but further investments and coordination are required to bridge the gap between current practices and global standards.

One of the first few jewellery exporters from Hupari, Parag Vardhamane, Owner of Idyllic Silver International Trade based in Hupari, was inspired to start exporting silver jewellery and artefacts after receiving help and guidance on Customs clearance from GJEPC in June this year. An MBA graduate in International Business and Finance, Vardhamane, who is already into gold jewellery business, began his journey in 2016 with the goal of entering the global silver market.

“I ventured into exporting because of my educational background in import-export, which I developed through my MBA and network of friends who were already active in other export business sectors. Initially, I started with small orders on eBay in 2022.”

“Following GJEPC’s assistance in navigating Customs procedures, I started catering to small orders from Dubai, where I exported silver necklaces. Soon, I got an order for a 1 kg silver cradle from abroad. I learned that the key challenge is maintaining top-notch finishing, as international clients demand high standards. By enhancing our quality control processes, I overcame this hurdle. The other main issue is finding genuine buyers, who are prompt with payments. My goal is to expand the export business further, especially in Dubai and Australia.”

A finished silver pendant necklace crafted by Hupari artisans.

Challenges in Exporting

However, Vardhamane’s success is one of the isolated examples in Hupari. To elevate the town’s silver ornaments to export standards, two critical issues must be addressed: raw material quality and artisan training. The availability of high-purity silver at competitive prices is crucial for maintaining product quality. Additionally, investing in training programs will equip artisans with the skills needed to create innovative and marketable designs.

Sandip Adasule, Director, Hupari Chandi Hastkala Udyog Vikas Foundation, explained, “Sourcing high-quality raw materials at competitive prices remains a significant challenge for our Hupari manufacturers. Notably, silver jewellery produced in Rajkot is more cost-effective due to the region’s technical advancements, including the use of casting methods. Additionally, Salem manufacturers maintain avoid using recycled silver, to maintain quality and finish. While in Hupari, product quality is often compromised, as karigars frequently repurchase old silver jewellery from the retail market to craft new items, resulting in subpar finish and quality.”

Adasule also stressed upon the urgent need for a Common Facility Centre (CFC) to provide artisans access to modern equipment like casting machines and design software, which many cannot afford individually. “This would help us create more innovative and competitive products,” he said.

However, Adasule reasoned that a CFC without a well-equipped training centre would be insufficient. “While we have many talented artisans, their skills need to be upgraded to meet international standards. Intensive training in skills and marketing could help develop a workforce capable of producing export-quality products.

“Our current polishing methods often result in products that quickly become dull or tarnished. Adopting more advanced techniques and using higher-quality polishing materials could significantly improve the durability and finish of our ornaments,” he added.

Adasule also stressed the importance of leveraging the recognition brought by the GI tag, which is currently underutilised. “While our products enjoy a strong local reputation, we need to invest in branding and marketing to expand our reach and penetrate international markets. A well-crafted brand identity and effective marketing strategies will help us stand out in the competitive global landscape.”

“Obtaining a GI for our products can be a powerful tool for differentiating them from competitors and enhancing their value. It can help us establish a strong brand identity and attract premium prices in the global market. However, protecting our GI tag requires collective efforts from artisans, associations, and government agencies to ensure that the quality and authenticity of our products are maintained.”

Government support is essential for the growth of the silver export industry in Hupari. Initiatives such as raw material subsidies, export incentives, and infrastructure development will be crucial in overcoming the challenges and achieving export goals.

With the right investment and support, Hupari, with its rich heritage of silver craftsmanship, stands poised to become a significant exporter of silver jewellery.

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