Leather Products Export To Germany (EXIM)
Leather Products Export To Germany (EXIM)
Leather Products Export To Germany (EXIM)
Documentation
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TABLE OF CONTENTS
1 History of leather 3
2 Indian Export and Import 4
3 Indian Leather Industry Scenario 5
4 Reasons for Selecting German Economy 8
5 SWOT Analysis of Indian Leather Industry 13
6 Product range 15
7 Price Structure 17
8 Selecting a Suitable Trading Partner 18
9 Doing Business in Germany 20
10 Registration with EPC / Council for Leather Exports 21
11 Method of Costing 23
12 Government Policies 24
13 Registration / IPEC No. 25
14 Statistics 26
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History of Leather:
The primitive man, even more than 7000 years ago, made and used leather goods.
He dried fresh skins in the sun, softened them by pounding in animal fats and
brains, and preserved them by salting and smoking. Of course, the products were
The Egyptians and Hebrews developed around 400 BC, the process of vegetable
Under the Arabs during the middle Ages, the art of leather making became quite
The ancient puppet theatre in the southern India used primarily leather dolls. The
42 stand for Chapter 42: Articles of leather; saddlery and harness; travel goods,
handbags and similar containers; articles of animal gut (other than silk-worm gut)
school satchels, spectacle cases, binocular cases, camera cases, musical instrument
cases, gun cases, holsters and similar containers; travelling-bags, insulated food or
beverages bags.
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INDIAN Export & Import:
The export of leather and leather products in total during 2006-07 has reached
increase of 16.59%.In 2001-02 export has reach 1.93 billion U.S. $ and in year
In 2006, estimated exports stood at US$112 billion and imports were around
US$187.9 billion. Textiles, leather products etc. are major export commodities.
India's most important trading partners are the United States, the European
Union, China, and the United Arab Emirates. More recently, India has capitalized on
services.
To give a brief idea of the Indian exports of leather products to the world, we have
prepared this table showing you the country wise exports of Indian leather
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Source: Council of Leather Exports
frame work conditions, it is imperative for the Indian leather sector entrepreneur
to fully aware with the what the markets demand and how the competitions adapts
it self. The industry has also to pre-empt the global goings on end constantly
of the leather goods. Germany has been the principal market for the Indian leather
and leather products and continues to hold its position at the top commanding about
the 20% share of the total Indian leather and leather products. Largest market for
There are a large number and variety of leather products available and sold in
India. First and foremost this includes footwear, which constitutes the majority of
the leather market. There after there is leather furniture, garments, fashion
Sector.
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• Amongst top 8 export earners for India.
• Endowed with 10% of the world raw material and export constitutes about
There are also numerous types of leather available in India. But the ones most
commonly used and preferred in Indian climate are Dry Mill, Cow Softy, Sheep Napa
The process of making leather is as follows. The raw animal hide is sent to the
tanneries, where it is cleaned, processed, dyed, dried and polished, after which it is
available and ready for further use. Various Leather product companies buy leather
in bulk from these tanneries and then use them in their respective products.
Leather wear in India is basically for export though a very small quantity is
available in the local market mainly in the north where the weather is conducive to
leather wear and also in five star hotels where the tourists from all over the world
buy leather garments. Most of the garments sold are designed as per international
standards and the buyers are mainly foreigners who find the locally made garments
very fashionable. The main leather garment centres for manufacture are Bombay,
very high fashion leather garments for men’s and women’s wear started its leather
business in 1970 with snake skin items. They moved into women’s garments in 1985
and then to men’s wear in 1989. Their turnover of 100 pieces per month of women’s
wear and 1500 pieces per month of men’s wear in leather gave them a turnover of
Rs. 52,66,000 in 1989/90 to countries like USA. Germany, UAE, Switzerland and in
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India. “Stylewise, Indians can compete with the rest of the world in design and
detailing. WE have the best machines, accessories and leather and our production
The Indian Leather Industry has captured world attention by way of its unique
its planned development, aimed at optimum utilization of available raw materials for
maximizing returns, particularly from exports. There has been a remarkable growth
India’s inherent strength lies in its strong raw material base, technical manpower,
and proven quality control measures. India ranks first among the major livestock
holding countries in the world, having 57% of buffalo, 16% of cattle, 20% of goat
India’s traditional leather craft, combined with modern production facilities and
trained personnel, has put India on the world map for sophisticated leatherwear.
today ranks among the top export earners in the country. Indian leather products
The Indian leather industry is well set for rapid growth in coming years. The
industry has undergone tremendous changes in the past two decades and the policy
measures adopted by the government have started paying rich dividends. To add to
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Reasons for Selecting German Market for the export
of Leather:
Germany is one of the world's most advanced market economies. It is the world's
third largest economy in USD exchange-rate terms, the fifth largest by purchasing
However, the state intervenes in the economy through the provision of subsidies to
classical fashion country, fashion play a large role and its significance is growing.
Germany, which is the single largest buyer of Indian leather items, with a 14.3 per
cent share, increased its imports by 7.2 per cent, buying more of footwear —
leather items such as garments, leather goods, footwear components and leather,
Leather goods and garments are big business all over the world. These are being
manufactured and exported by India and the Indian leather industry is poised to
in 2006. This represented a volume of approximately 119 thousand tonnes. Over the
review period between 2002 and 2006, the market has increased by an equivalent
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Germany was the largest luggage and (leather) accessories market in the EU in
value. It was also close in value to the next three markets of Italy, France and the
UK, although Italian and UK volumes were higher. On a per capita basis, it was also
similar to Spain. Per capita consumption of € 23.7 was higher than the EU27
average of € 20.3. This suggests that Germans purchased more high quality items
Despite the fact that German consumers are generally not as brand conscious as
increasing interest in fashion. This has been stimulated by major media coverage
and close inspection of the accessories worn and used by celebrities. There are,
however, some signs that the major focus on handbags is starting to become less
intense, and greater interest is now being shown on footwear, both by consumers
and by the media. The other major growth area has been in holders and carrying
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Consumption of luggage and (leather) accessories in
Germany,2002-2006:
(€), 2006
Value/ volume Value/ volume Value/ volume
1823 / 105 1789 / 110 1953 / 119 82.2 23.7
German consumers are practical and usually feel there should be a clear reason for
replacing luggage. They regard function, quality, comfort and a competitive price as
most important, but fashion is becoming more of an issue when buying luggage.
However, in handbags, belts, cross over bags and sports bags, design, fashion and
brand awareness are still the most important, especially among women.
Euro monitor have estimated the market to grow by 2.6% in 2007, and then by 3.2%
and 5.2% in the subsequent two years. This market growth will be mainly driven by:
media.
b) The continued interest in lower-priced fast fashion items that try to copy
luxury brands and consumers who are no longer ashamed to buy or admit to
c) New markets for men and teens. For example, pouches for men, instead of
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d) Fast changes in the technology sector will boost the small accessories
Market trends:
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Environmental concerns continue to grow. Consumers are increasingly demanding to
Bags for men have shown a great increase in interest by affluent working males of
all ages, but particularly younger businessmen. They want small bags with much
internal space, made of soft leather and with a number of different pockets.
For women, designer bags are less popular. The latest trends are for individually
styled bags with a high gloss finish, and more decorated bags with rivets, buckles,
embroidery and chains, a move away from the simpler, more subdued styles.
There are more women in business, which means that there is an increasing demand
for briefcases. These briefcases are lighter and have more compartments
nowadays. Designs are more female oriented, which not only applies to briefcases,
but also to suitcases and small accessories. Restrictions generally on the size of
hand luggage for air travellers is also stimulating more demand for lighter weight
models.
More money is being spent on accessories and all sorts of bags, and parents are also
spending more on bags for their children. Part of this is due to greater influence
from advertising.
Image is also more prevalent in luggage (suitcases and briefcases), as its design or
brand says something about the status or lifestyle of the owner. In the luggage and
target groups.
For all luggage and (leather) accessories, there is more variety in non-leather
material, e.g. made of nylon, fibre, PVC coated, textile or combinations of materials.
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SWOT Analysis
India has 10% of world’s total animal population so strong raw material base.
technocrat.
Growing market.
women (matching chappal, matching belt, matching clothes and hand bag,
etc).
Support of the government duty draw back increased from 11% to 16%.
Competition from low price markets like Pakistan, Ethopia, Indonesia and
Kenya.
No brand name.
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Unorganized sectors.
Germany is a very large market and the large population can provide a range of
opportunities for exporters from developing countries. There is more demand for
cross over bags, fashionable handbags, light and compact luggage and computer
cases.
In the middle-higher segments, German consumers are prepared to pay high prices
for well-known brands and items made in France or in Italy. As an exporter from a
segments and approach the German market with less fashion-sensitive lines such as
The growing market for fashionable handbags provides opportunities for exporters
if they can produce at the prices demanded. However there is a danger in becoming
too reliant on this sector of the market. If you are not able to supply quickly and
change production at the short-term whim of the fashion market, we could find
The ageing of the German population offers opportunities for suitcases with
their systems to remain competitive. They have forged partnerships with domestic
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and overseas suppliers. They will particularly appreciate input from suppliers who
can demonstrate design flair and innovation. Try to avoid competition on price, but
material or craftsmanship.
Product range:
We are marketing a range of exquisite Leather accessories for men. To start with
this range would include premium quality leather belts, leather wallets, Portfolios
(Men’s Office Bags) and leather key chains. Finer details of our product range are
a} Leather Belts
b} Leather Wallets
c} Leather Portfolios
f} Travel Bags
The highest selling products in the men’s accessories range in the descending order
are leather belts, wallets, portfolios and key chains etc. There are many players in
the men’s leather accessories in the market and there is stiff competition among
them. Following is a summary of major players in each product segment along with
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We chose these products out of the entire leather accessories range because they
are the highest selling products in the order. Although, the ladies purse segment
also makes very high sales, if we were to survive in this segment, we would have to
keep a very large variety and mix of designs, which is not possible for us as a new
entrant in the market. Hence we have kept limited variations and designs to start
with.
Before giving the variations, we shall explain the features of most commonly used
leathers.
The things which we will be taking care to select the range for our products are as
follows:
Leather products that people use, is usually their fashion statement. It symbolizes
their sense of style, their class. We were looking for a brand name which would
appeal to our target costumers and satisfy their styling ego. Our products are truly
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Price structure:
Luggage and (leather) accessories’ margins have been falling in Germany in recent
competition in the supply end and more competition between retailers. There are
now signs that margins are stabilising and prices are slowly starting to increase
again. Although there are some national differences, margins tend to be similar in
most markets. There are also differences in margin levels between different
product types, with higher retail margins for more fashion-related products, and
In each trade channel different margins and prices apply, with a total mark-up
(including VAT) of 3 up to 4 of the export (CIF) price. The margin figures quoted in
Table 2.2 are calculated as a percentage of the price purchased from whom they
These margins also vary depending on which market segment is being approached.
The higher the market segment, the higher the margins that can be commanded.
Department stores or clothing and variety chains ask for large-volume discounts,
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This is a very important part of the export process. The relationship we can
that is suitable for you in terms of the range of products that we can supply. The
The best way to find a trading partner is usually to contact the main trade sources.
The German Leather Goods and Luggage Association and the German Leather
Industry Association are important contacts (see Chapter 6 for contact details).
The best place to meet potential trading partners is at a trade fair, such as the
exhibition a few times before making a commitment. During a visit you can
extensively look around at the stands of the main players and get a better idea of
partners on a face-to-face basis and better judge whether we would like to work
with them. We could also identify potential partners from the exhibition website
material or fashion).
c) In which areas they are well represented in their country. If they are
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d) To whom they sell e.g. small or large retailers, department stores, buying
groups etc..
We could also find this out by looking at their website or try to find a company
profile through other hosted sites e.g. of a local Business Support Organisations or
communication can include sending samples, inviting them to see the production
facilities, and other meaningful ways of gaining and maintaining their interest.
be aware of the market access requirements of your trading partners and the
environmental, consumer health and safety and social concerns. We need to comply
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Doing business in Germany:
German fashion companies are notorious for their attention to detail and
Developing a relationship:
The most important ways to develop a business relationship are to either exhibit at
one of the main luggage and accessories fairs, or to make a direct approach to
formal style of communication, both in the way a presentation is put together, and
in the way contact is made. A very aggressive price driven approach will not be
customers. Many buyers are not always loyal and it is much easier to lose a
Trade Fairs:
The main trade fair for the luggage and (leather) accessories industry in Germany
is called the International Leather Goods Fair and takes place in Offenbach each
year in March and September. The Leather and More Fair, each April and October,
could also be of interest. The GDS Fair in Dusseldorf is an International Event for
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Promotion:
Advertising in trade magazines can sometimes be an effective means of reaching a
small target group. The main trade publication for the leather industry is the
monthly Leder & Häute Another important publisher is Sternefeld, who issue a
leatherwear report and publish the magazine STEP, which includes coverage of
Having a website:
Being online is fundamental, especially when taking into account that trust and
credibility are major challenges for DC exporters, a good website can overcome
USP, quality, cost reduction and delivery reliability) and a list of other customers
Useful contacts:
There is information on the luggage and (leather) accessories industry in Germany
at the website of the German Leather Industry Association and the Leather Goods
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Registration with export promotional council:
In order to enable us to obtain benefits / concessions under the prevailing foreign
trade policy, we have registered ourselves with the Council of Leather Exports.
This organization is the export promotion council for all leather articles to be
registered under the Indian Companies Act, 1956, the Council functions under the
promotion activities and overall development of the Indian leather industry. The
Council’s activities also include promoting Foreign Direct Investment and Joint
Ventures in the Indian Leather industry. The CLE serves as a bridge between
development.
seller meets.
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Inviting foreign experts for providing technological inputs to Indian leather
exporters.
information.
Method of Costing:
Pricing methods are usually related to pricing objectives and prices fixed. There
are different methods of calculating prices such as cost plus pricing, marginal cost
pricing etc. For exporting leather goods, we will opt for cost plus pricing method
production and marketing is calculated first. Such cost includes the cost of raw
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materials, cost of manufacturing, cost of packing, cost of distribution, selling cost,
taxes and so on. In addition , certain percentage of profit is added to this cost and
Selling price per unit: Total unit cost + Expected margin of profit per unit.
Apart from this, there are several costs that are related to when products are
Government Policies:
Sometimes, the government offers export incentives and special concession to
exporters for export promotion. The purpose of such incentives is to raise the
incentives and concession, an exporter can change less price in the foreign markets.
The possible loss due to prices will be covered out of the benefit available through
the incentives. Thus, export prices are influenced by export incentives offered by
the government may dictate the margin by the producers or distributors. This
affects export pricing. In addition, custom duties fixed by the government and
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trade agreement made by the government policies including incentives, subsidies,
Registration:
To obtain the benefits available to the registered export s under the import policy,
prescribed form with an Export Promotion Council related to his main product line
export. If there is no EPC, registration may be done with the Regional Licensing
promotion council, commodity boards, The Marine product and proceeds Food
for Foreign Trade Zone/Export Processing Zone, and the federation of Indian
export organization.
from the Regional licensing Authority Concerned. Customs authorities shall not allow
Code Number should be made duplicate, in the prescribed form to the regional
For the importer/exporter to quote his code number in the relevant bill of entry
/shipping bill.
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STATISTICS:
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LEATHER
974.33 1163.82 19.45%
FOOTWEAR
FOOTWEAR
219.84 266.11 21.05%
COMPONENTS
LEATHER
309.91 343.99 11.00%
GARMENTS
LEATHER GOODS 706.28 784.95 11.14%
SADDLERY AND
82.33 105.81 28.53%
HARNESS
NON-LEATHER
42.74 45.90 7.39%
FOOTWEAR
TOTAL 3059.43 3477.52 13.67%
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Cost Of leather Wallet
In Rs.
Profit 7.2
Selling Price 65.0
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Profit and loss A/c for the year ended on March 31,2010
Particulars Amount Amount
Sales (65*10,577900) 687563500
Less:
Cost Of goods sold (611402620)
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