The holy city of Pushkar (Rajasthan), with a population of just17,000, is attracting garment buyers looking for local creativity. Today, this tourist city has 15 small and medium level exporters working with mainly small and medium level buyers of Europe and almost 75 fabricators working for local and Delhi-based exporters.
The hub is a mix of exporters like Lila Shyam Exports with a turnover of Rs 20 crore and emerging players with turnovers of no more than Rs 30 lakh, but growth is common to all, with many expanding their business. Small orders and customised services are the big reasons that entice buyers to come to Pushkar, which is 140 kilometers from Jaipur, even though the products are almost the same as being offered by Jaipur. Exporters here supply orders of 10 to 10,000 pieces. Interestingly, the buyers have been developed over time. Initially most of the buyers came as tourists and took back a few products for which they got very good margins. Now they are reasonably big buyers giving bulk orders.
Over time, exporters from the city have started participating in garment fairs and also working with buying offices requiring small quantities. Fabricators with 10 to 50 machines have mushroomed around the city and are working for both exporters and local retailers. The biggest adventure of the hub is availability of cheap labour which makes them cost effective compared to Delhi or Jaipur. Most of the firms are paying minimum wages of Rajasthan (between Rs. 166 to Rs. 236 per day) to their workers. It is worth noting that the cost of living and daily routine expenditure are also very low.
Another flourishing business is scarves and dresses, recreated from old silk sarees. The buyers who go for these items are very small flea market buyers and the variety in terms of prints is amazing. Also attractive is the assortment of designs in any quantity required. Just one day is enough for buyers to visit the various exporters of Pushkar and place orders. Small orders are sent through couriers and in just 20 days buyers get their orders delivered in their countries.
