Taking Indian craftsmanship to international markets

For more than a thousand handicraft exporters in Jodhpur, India, the European market offers great opportunities. But succeeding internationally requires more than beautiful products. Together with PUM expert Wim Westerbos, the Jodhpur Handicrafts Exporters Association (JHEA) strengthened the knowledge, skills and confidence of its members to expand their export activities sustainably.

Jodhpur is one of India’s largest centres for handcrafted furniture and home décor. The Jodhpur Handicrafts Exporters Association (JHEA) represents more than 1,000 exporters, many of them micro and small businesses. For years, JHEA has been working with PUM to enable its members to become more competitive in international markets.

Following the signing of the EU-India Free Trade Agreement in early 2026, JHEA saw new opportunities for its members. At the same time, many entrepreneurs faced increasing competition, changing buyer expectations and growing sustainability requirements in Europe. They asked PUM for practical guidance on how to increase exports to the European market.

Combining remote preparation with practical advice

The project started several months before the visit to India. Through a series of online meetings, JHEA and PUM jointly designed the programme, building on the strong relationship established during previous collaborations.

The project combined two approaches. First, more than 60 entrepreneurs participated in a two-day seminar on exporting to Europe. The sessions covered topics including European market opportunities, sustainability, product development, branding, marketing strategies, export readiness and international buyer expectations.

After the seminar, PUM expert Wim Westerbos provided one-to-one coaching to 21 companies. Because each participant had shared company information and specific questions beforehand, the sessions could focus directly on the challenges each business was facing.

Many entrepreneurs wanted practical advice on finding new buyers, improving their marketing, strengthening customer relationships and developing distinctive furniture designs for international markets.

Looking beyond the product

Throughout both the seminar and the coaching sessions, one message remained central: quality products alone are no longer enough to succeed in the European market. European buyers increasingly look for companies with a clear identity, strong branding, innovative designs, reliable communication and sustainable business practices.

Wim and a representative of JHEA also visited one of the region’s leading furniture exporters. The visit demonstrated how investment in design, quality systems, employee wellbeing and professional marketing can strengthen international competitiveness while creating local employment and long-term business growth.

Building knowledge for the future

The project forms part of a longer collaboration between PUM and JHEA. Earlier projects included export seminars, participation in international trade fairs and building business connections with European partners. This latest project further strengthens JHEA’s role as a knowledge centre for the handicraft furniture sector in Jodhpur.

The collaboration does not end with the visit. PUM will continue providing remote support for several months, allowing participating companies to discuss their business, marketing and operational plans while implementing the advice they received.

Together, JHEA and PUM are also exploring future initiatives, including support for sustainable production, design development, European regulations, artificial intelligence and participation in international trade fairs. In this way, the project contributes not only to stronger individual businesses, but also to a more competitive and resilient handicraft furniture ecosystem in the region.