NPIA officials said the campaign, which is being implemented with the government assistance, will start from the beginning of the coming fiscal year. The association has requested the government to allocate fund of Rs 12.4 million for the purpose.[break]
“We are planning to promote Chyangra Pashmina through domestic and international media. The government has assured us that it would allocate necessary budget for the campaign,” said Mandu Babu Adhikari, chief program officer of NPIA, told Republica.
According to NPIA, promotional materials of Nepali pashmina would be aired through leading broadcast media like BBC and CNN, and published in popular magazines like Vogue, Draper and Gap Press, among others.
The campaign aims to raise awareness about the quality of Nepali pashmina among potential international buyers.
Pashmina is one of the 19 exportable products listed by the government in Nepal Trade Integration Strategy (NTIS) - a program that the government has introduced to make country’s export trade competitive.
The association also plans to promote Chyangra Pashmina through hoarding boards, posters, stickers, brochures and leaflets in the domestic market. “Every pashmina shop in the capital will distribute promotional collaterals to all visitors and buyers,” Adhikari explained. It is also launching a website that will have profile of producers, exporters and quality assurance for the buyers.
The association also plans to place hoarding boards of Chyangra Pashmina at the Tribhuwan International Airport (TIA).
“We are collaborating with Nepal Tourism Board in the first phase of the campaign. Information about Chyangra Pashmina will be published in helping cards that are distributed at the TIA,” Adhikari added. He informed that the cards will be ready for distribution by the second week of June.
The association is planning to launch the campaign in major markets for Nepali pashmina products like European countries, US and some Asian countries. It is also producing a documentary on Nepali pashmina.
The association plans to distribute the documentary through diplomatic missions in country and Nepal’s missions throughout the world.
According to Trade and Export Promotion Center, Nepal’s pashmina exports dropped to Rs 929 million during the first nine months of the current fiscal year, down by 3.6 percent compared to the figures recorded during the same period of last year.
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