Garvi-Gurjari chain of emporia, owned by Gujarat State Handloom & Handicrafts Development Corporation Ltd. (GSHHDC), plans to expand its presence via franchising. GSHHDC is an undertaking of the state government and the brand’s stores has buyers from India as well as non-resident Indians. According to GSHHDC managing director, A K Jha, the state government has decided to roll out franchisee outlets across India and in some key overseas markets by partnering with private companies and individuals.
Currently, nearly 23 Garvi-Gurjari handloom and handicraft stores retailing authentic Gujarati handloom and handicraft products are present across various major India cities including Ahmedabad, Baroda, Delhi, Chennai, Mumbai, Kolkata, Lucknow, and Surat. Until now, all the stores are run by corporations and for the first time, private companies and individuals will be authorised to use the ‘Garvi-Gurjari’ brand. The move will help the state government to tap the growth opportunities for the chain and also promote the brand in Gujarat.
Furthermore, the GSHHDC will announce a new scheme of financial incentives to encourage private players to invest in these stores pan-India. "We will be putting in place various criteria for private parties to take our offer of franchise and will also try to enhance our sales via internet marketing,” states Jha.
Established in 1973, the GSHHDC presently sells handloom and handicraft products worth nearly Rs 20 crore per annum through the ‘Garvi-Gurjari’ stores. The corporation aims to identify, revive, develop handicrafts and handlooms of Gujarat and continuously providing design input to make the products have more utilitarian value and suitable for contemporary life style without altering the traditional values of craftsmanship. It organises exhibitions and tribal fairs to sell products made by local artisans and create awareness of handloom, handicrafts and tribal crafts of Gujarat among prospective buyers. Providing ample marketing opportunities to the artisans/weavers, the corporation markets its products through Garvi-Gurjari chain of emporia across the country and supply to exporters, creating market in overseas countries.