Chyangra Pashmina: Nepal's pashmina trademark

Published in MyRepublica on 2010-01-21 23:36:01
CHYANGRA PASHMINA
PM unveils Pashmina's int'l trademark


KATHMANDU, Jan 21: Pashmina manufacturers on Thursday unveiled the international trademark, Chyangra Pashmina, which they registered in 31 countries to re-establish pashmina as a typical Nepali product and reclaim its lost glory in the international market.

Prime Minister Madhav Kumar Nepal launched the trademark. “This is one good move that has come at the right time, when we needed to reclaim international markets to fight mammoth balance of payment deficit,” said Nepal, congratulating the industry men.


The registration has established pashmina, a Nepali name for the finest fur extract of mountain goats, as a typical Nepali product and defined pashmina items as commodities that have well-defined material content and traits.

The definition and trademark has established exclusive rights of Nepal over pashmina items. This will enable Nepal post three-fold rise in its exports, said officials of Nepal Pashmina Industries Association (NPIA).

“Once the brand name is known all over the world, our exports will bounce back to previous record of over Rs 7 billion,” said NPIA President Shankar Pandeya.

Nepali pashmina items had gained sudden acclaim in the international market and carved out niche markets in late 1990s. after fashion magazines associated the product with high-profile personalities, including the UK´s royal families.

That exposure soon boosted pashmina´s exports to Rs 7.5 billion in 2000 from Rs 360 million of 1997 and expanded its market to as many as 75 countries.

However, failure in maintaining quality and aggressive marketing of cashmere products as pashmina by India and China soon started to displace Nepali exports, dragging exports down to Rs 1.5 billion in 2008/09.

Furthermore, heavy use of viscose yarn, acrylic wool, soybean fiber and poly-yarn and marketing substandard products as “pashmina” had dented the image of actual pashmina. “Now no foul players will be able to mislead the buyers. Trademark has also compelled us to adhere to stipulated standard," said Pandeya.

Under the code of conduct approved by the association, only those pashmina products that ensure 95 percent purity of pashmina, contain at least 51 percent pashmina and use pashmina yarn up to 17 micron thickness only will be tagged as Chyangra Pashmina.