Project N°4349 Report (Volume 2) A focus market study to increase India’s exports of cotton textiles to Africa for Prepared by February 2016 Texprocil/Africa/4349 Page 1 A focus market study to increase India’s exports of cotton textiles to Africa Index 1 Executive summary Page 3 2 Country reports Page 7 3 Annexes Page 45 Texprocil/Africa/4349 Page 2 1 Executive summary India’s market share of 8% in the US$ 5 billion textile imports of 3 focus markets has tremendous potential for growth(1/3) In Phase I of the study of 10 African countries,3 countries with large potential for import of textiles were identified. These are Nigeria,Kenya and Madagascar The aggregate imports of textiles by the three focus market countries in 2014 were about US$ 5 bn of which share of cotton-textiles was US$ 1.5 billion China is the largest supplier with a market share of 65% whereas India’s market share of 8% has further potential to grow. India’s exports of cotton-textiles to three focus countries at US$ 135 mn in 2014 have tremendous potential to grow in future Following focus product segments comprising finished and intermediate articles were identified for the specific markets Country Focus Product Segment Nigeria African Prints,Damask, Domestic consumption Embroidery lace,Yarn, Powerloom Grey Cloth Kenya Bottom weights,African Export processing, Prints domestic consumption Madagascar Bottom weights,Cotton Yarn Export processing Texprocil/Africa/4349 Page 3 1 Executive summary India’s market share of 8% in the US$ 5 billion textile imports of 3 focus markets has tremendous potential for growth(2/3) This report shows that apart from the huge domestic market,the combined garment exports of about US$ 1 billion from the three focus countries offer a potential for Indian cotton-textile exporters to integrate with the global apparel supply chain Lowering of tariff and non-tariff barriers in the target countries in the form of implementation of regional Common External Tariff(CET) and lifting of import prohibitions presents an opportunity for Indian textile companies to increase trade to the focus markets Extension of AGOA till 2025 and its liberal rules of origin that allow use of third country yarns and fabrics for assembly into apparels,presents a twin opportunity of trade and investment to Indian textile companies to integrate with the global apparel supply chain Based on extensive field work carried out by the consultant,this report contains a database of 275 potential buyers/distribution partners and other stakeholders which should be targeted for export promotion by the Council and its members Texprocil/Africa/4349 Page 4 1 Executive summary India’s market share of 8% in the US$ 5 billion textile imports of 3 focus markets has tremendous potential for growth(3/3) Recommendations . It is recommended that TEXPROCIL,in collaboration with other export promotion councils(EPC’s), should organize trade promotion events to project India as a reliable supplier of cotton-textiles. For the organized sector, buyer/seller meets and visits to their mill facilities/EPZ should be organized in the three countries. Regional trade promotion events in West,East and Southern Africa should be organized . At the government level under the India-Africa strategic cooperation,there is a need for India to launch capacity building initiatives such as support for cotton cultivation and training of fashion designers in select African countries.This would help to establish “Brand India”. Indian textile and garment companies should also take advantage of the preferential market access offered by sub Saharan countries and evaluate investment opportunities. Such outward FDI should be facilitated under EXIM bank schemes and other GOI support measures to boost trade and investment with Africa. Recent FDI in textile and garment industry in Ethiopia by leading Indian companies has already paved the way. Texprocil/Africa/4349 Page 5 A focus market study to increase India’s exports of cotton textiles to Africa Index 1 Executive summary Page 3 2 Country reports Page 7 3 Annexes Page 45 Texprocil/Africa/4349 Page 6 NIGERIA Total T&C $ 4,454 Mn Total Textile $ 3,479 Mn Total Cotton Textile $ 1,301 Mn Cotton Textile from India $ 105 Mn Nigeria imports Texprocil/Africa/4349 Page 7 2 Market study- Nigeria Overview Being the most populous country (165 mn) with the highest GDP(US$ 568 bn in 2014) in sub Saharan Africa, Nigeria is obviously the most attractive country for textiles. Nigeria’s total textile demand is estimated at US$ 5 billion of which 90% is supplied by imports while the rest is produced locally by a small number of textile mills. Nigeria used to boast of a vibrant textile industry until mid 1990’s. In its heydays in 1980’s there were 175 textile and clothing companies employing over half a million persons directly and indirectly and accounting for 25 percent of the manufacturing value-added.The industry is now a shadow of is former self. There are 25 textile mills employing about 20,000 persons catering mainly to the domestic market. Due to high cost of doing business and lack of an enabling environment,the industry lost its competitiveness.In the last five years the government has tried to resuscitate the industry by providing concessional funds under the CTG(Cotton Textile Garment) scheme.It has brought some relief to the surviving mills to retool and sustain their operations. However it will be a herculean effort to restore its past glory. Nigeria is a cotton growing country however due to the decline of local demand and lack of remunerative prices in world market,its cotton supply barely meets the needs of the local textile mills. Nigeria is a huge market for traditional fabrics consisting of three main types • African Prints • Brocade or damask • Embroidery The fabrics are emblematic of local customs and culture.The motifs on printed and other patterned fabrics have deep cultural and social connotations. Opportunities for Indian cotton-textile exporters are highlighted in this report.The key success factor is building distribution partnerships. Texprocil/Africa/4349 Page 8 2 Market study- Nigeria Major markets Lagos and Kano are two wholesale markets. Onitsha and Ibadan are two major distribution centres Kano: Kano • 3.6 million population • Major centre for the production and export of agricultural products • Major industrial center of north Nigeria • Large textile market for domestic and cross-border trade Ibadan: Major textile distribution centre in western Nigeria Population: 3 mn Famous for IITA (International Institute for Tropical Agriculture) Lagos Lagos: Onitsha: • 9 million population Lagos Onitsha • 0.5 million population • Contributes large share in • A modern-day urban society country's GDP Warri in Anambra State • Information Communications • Strategic gateway for trade and Telecommunications Port Harcourt between east and west of (ICT) hub of West Africa Nigeria • Has one of the largest and • Large textile market busiest ports- Apapa NIGERIA Indicates seaports in Nigeria Texprocil/Africa/4349 Page 9 2 Market study- Nigeria Structure of local textile industry Installed capacity Cotton consumption • Spindles 200,000 • Cotton production 61,000 tons • Rotors 12,000 • Cotton consumption 19,000 tons • Shuttle-less looms 2,300 • Circular Knitting mc’s 110 Vision/strategy Product range • Revival of the Nigerian textile industry to become Major cotton products sold in the domestic market are: “Number 1 in Africa” by strengthening cotton-textile • Cotton African prints value chain under the Nigerian Industrial Revolution Plan 2013. • African damask fabrics • Cotton Textile Garment(CTG) policy implemented by • Lace/embroidery fabrics the Bank of Industry provides concessional finance • Terry towels and bed sheets for modernization of the industry Source: ITMF,Gherzi research Texprocil/Africa/4349 Page 10 2 Market study- Nigeria Focus products:Indian cotton-textile exporters should focus on 4 key product segments • USP:Natural segment where India has competitive advantages due to large availability of powerloom grey African fabrics Prints • KSF: a) Appointment of a reliable agent/distributor b) understanding of designs c) consistency in quality and d) competitive pricing • USP:Competitive advantage due to availablity of superfine,compact yarns Damask • KSF: Achieve superb finishing of fabrics and establish a brand and trademark Embroidery/ • USP: Availability of good quality yarn and superfine cambric base fabrics;small order lots lace • KSF: a) Understanding of product features b)Good distribution network • There is an opportunity to export cotton yarn and grey cloth to fill demand/supply gaps due to dwindling Inter- local cotton production(Cotton Yarn counts are 20-40’s carded and combed ring spun 30-40’s) mediates • USP: India has the largest number of powerlooms to supply closed selvedge fabrics for printing • KSF : Relationship with local textile mills USP: Unique Selling Proposition KSF:Key Success Factor Texprocil/Africa/4349 Page 11 2 Market study- Nigeria Policies & incentives Duties & taxes . Import duties: • Cotton Yarn 10% • Grey cloth 10% • Finished fabrics and home textiles made from cotton 35 % . 5 % VAT (Nigeria has one of the lowest VAT rates in the world) Investment incentives . Nigeria generally regulates investment in line with the World Trade Organization's Trade-Related Investment Measures (TRIMS) Agreement . Pioneer Status (Yarn Spinning and MM fibre production): Tax holiday for 5 years . The Cotton Textile Garment (CTG) scheme provides low cost financing (@ 6.5%p.a) for capex and working capital . Export Expansion Grant (EEG) Up to 20 % on FOB value(this policy is currently under review) Preferential market access . Duty free exports to neighboring ECOWAS region comprising 15 West African countries . Duty free exports of textiles and garments to the US under AGOA . Duty free exports to EU (upon agreement on Economic Partnership Agreement-EPA) Note: ECOWAS Common External Tariff (CET) came into effect from 1.1.2015 and according to which all import prohibitions were lifted.