Bhadohi is India's largest hand-knotted carpet cluster, but most weavers do low-margin job-work for exporters who own the buyer relationship. A producer co-op that brands GI rugs and sells D2C to global heritage-carpet buyers captures the margin the export-trader layer keeps.
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This co-op aggregates the Hand-knotted carpet cluster (GI) and its Deep carpet-weaving workforce, controls design and dyeing through the local Wool dyeing, spinning & finishing units, and sells branded GI rugs D2C to international heritage-carpet buyers online and through curated showrooms. Sited on the Varanasi-Prayagraj corridor for freight and showroom traffic, it captures the Carpets: loom-gate weaving to finished branded & exported rugs gap — the leap from anonymous job-work to a labelled, story-led product that holds export prices.
The business is brand, design and direct export, not weaving capacity Bhadohi already has in abundance. What it takes is honest: export documentation, GI authentication and compliance with buyer sustainability and child-labour audits (Care & Fair / GoodWeave-type certification) are entry tickets to Western markets, not optional; a small, well-photographed SKU range and patient D2C marketing carry the model; and weaver fair-wage discipline is both ethical baseline and audit requirement. Buyers are interior designers, heritage-rug e-tailers, boutique importers in the US and Europe, and luxury-home retailers. Wool value-added textiles can extend the brand off the same dyeing base later.
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