The Hindu : Tamil Nadu / Chennai News : Exporters told to capitalise on traditional strengths

Online edition of India's National Newspaper
Sunday, Jul 03, 2005

Tamil Nadu

Tamil Nadu - Chennai

Exporters told to capitalise on traditional strengths

Special Correspondent

Australian designer offers tips on dealing with buyers from West

CHENNAI: Indian exporters must capitalise on the strengths of their traditional designs by brushing up their soft skills, Banita Leong, Australian fashion designer, said at a workshop on "Strategies for successful exports" organised by the Indo-Australian Chamber of Commerce here on Monday.

"India does not have a good reputation for quality and service," Ms. Leong said. "Neither does China. China's edge is from a price point of view ... In a highly price competitive environment, good service goes a long way in anchoring enduring relationships," she added.

About 70 per cent of all buyers are only window-shopping, Ms. Leong said. "They are probably looking for design inspiration."

She underlined the importance of giving the Westerners their space while engaging them at the stall. "Never stare at them or stand too close or pull products from your shelves unless they ask you to. Always allow them to touch and feel your products without making a move towards them. Never make them obligated by over-serving them," she said in a presentation.

In the course of the follow-through, the exporter should make an effort to be direct, not make tall claims and facilitate transparent operations. "Every time there is a new development, let them know. They will feel that you have included them in your business. Make yourself a part of their organisation," the designer explained.

Sampath Kasirajan, Marketing Director of Vision Tranzbiz spoke on "Stategies for Business Models for Export of Home Textiles." C. Sarat Chandran, director of Indo-Australian Chamber of Commerce and P. Gopalakrishna, secretary of the chamber also spoke.

Printer friendly page
Send this article to Friends by E-Mail

Tamil Nadu