From Brass City to Global Luxury: A Case Study–Cum–Research Paper on Exporting Copper–Silver Utensils from Moradabad

 From Brass City to Global Luxury: A Case Study–Cum–Research Paper on Exporting Copper–Silver Utensils from Moradabad

 

Abstract

Moradabad, globally known as the Brass City of India, has evolved from a traditional handicraft cluster into a dynamic export hub for copper and brass utensils, including alloy-based copper–silver utility and decorative products. This research paper examines export mechanisms, HS code classifications, destination markets, financial viability, and growth trends of copper–silver utensil exports. The study proposes a hypothesis linking rural income growth and global ethnic demand to export performance. Using trade trends, cluster analysis, and policy review, the paper concludes that Moradabad can emerge as a premium copper–silver export cluster through branding, compliance certification, and FTAs.

Keywords: Copper handicrafts, Silver alloys, Moradabad exports, HS 7418, HS 7113, Rural demand correlation, Atmanirbhar exports

 

1. Introduction

India’s copper and brass handicraft exports fall primarily under:

HS 7418 – Copper household articles and utensils

HS 7419 – Other copper articles

HS 7113 – Articles of jewellery (including silver and alloy adaptations)

Moradabad contributes significantly to India’s brass and copper handicraft exports, while alloy innovations (copper–silver blends) are increasingly aligned with global demand for sustainable luxury and traditional wellness utensils.

 

2. Research Problem

Despite strong global demand for silver jewellery and copper utility items, copper–silver utensil exports remain under-branded and fragmented.

Research Question:
Can Moradabad position itself as a global premium hub for copper–silver utensils by leveraging rural income growth, diaspora demand, and renewable-sector alloy applications?

 

3. Hypothesis

H₀: There is no significant correlation between rural income growth and export performance of copper–silver utensils.

H₁: Export growth of copper–silver utensils is positively correlated (r > 0.7) with rural income expansion and global ethnic demand trends.

 

Appraisal and Market Background (Expanded for Scopus-Indexed Journal Standard)

4.1 Global Silver Jewellery Demand Dynamics

Recent industry assessments indicate that global silver jewellery demand increased by approximately 3% in 2024, reaching nearly 208.7 million ounces. The growth trajectory has been particularly significant in emerging economies, with India emerging as a leading consumption and export driver. The expansion is largely attributed to duty rationalization measures on precious metals, increased rural purchasing power, and consumer preference for higher purity silver products.

From a theoretical perspective, demand growth aligns with the income elasticity of luxury goods framework, which suggests that semi-precious jewellery behaves as an aspirational consumption category in developing economies. Rising rural incomes, improved agricultural output, and government welfare transfers have strengthened discretionary spending patterns in India. Empirical studies in consumption economics further demonstrate that jewellery purchases in rural India often serve dual roles: ornamental use and informal financial security (asset-hedging behavior).

Additionally, silver jewellery has benefited from substitution effects due to elevated gold prices. As gold prices increased significantly in recent years, price-sensitive consumers shifted toward silver-based ornaments and alloy variations such as copper–silver blends. This substitution phenomenon is consistent with cross-price elasticity theory in precious metal markets.

Western markets, particularly the United States and the United Kingdom, demonstrate stable but structurally evolving demand. Unlike emerging markets where volume growth dominates, Western markets are characterized by premiumization, branding, ethical sourcing certification, and sustainability labeling. Branded silver collections, minimalist designs, and recycled silver positioning are reshaping value chains. Market stabilization in these economies reflects mature consumption cycles but sustained niche expansion through lifestyle branding and e-commerce penetration.

 

4.2 Copper and Copper–Alloy Demand in Renewable and Digital Economies

The global copper market is undergoing structural transformation driven by decarbonization and electrification trends. Renewable energy infrastructure—including solar photovoltaic systems and wind energy installations—requires significantly higher copper intensity per megawatt compared to conventional fossil fuel-based systems. Similarly, electric vehicles (EVs) use approximately three to four times more copper than internal combustion engine vehicles due to battery systems, electric drivetrains, and charging infrastructure.

The expansion of 5G networks and digital infrastructure further amplifies copper demand because of its superior electrical conductivity. Copper alloys, including copper–silver blends, offer enhanced conductivity and durability, making them suitable for specialized components and premium industrial applications.

Supply-side constraints, however, present long-term challenges. Global copper mining output has stagnated due to declining ore grades, environmental regulations, and geopolitical risks in major producing countries. Industry forecasts anticipate structural supply deficits by the mid-2020s unless new mining investments materialize. This imbalance strengthens price realization prospects for copper-based exports, including high-value artisanal and alloyed handicrafts.

From a strategic trade perspective, copper-intensive sectors align with global sustainability goals, which enhances export prospects for countries integrating traditional craftsmanship with modern industrial demand. This intersection creates opportunities for copper–silver blended products positioned as both functional and aesthetic.

 

4.3 Shifting Geographical Demand Patterns

While Western markets demonstrate stabilization through branding-led growth, Asian demand patterns are diverging. The China market, traditionally a significant precious metal consumer, has experienced moderated jewellery demand due to macroeconomic slowdowns, real estate stress, and cautious consumer sentiment. This moderation has resulted in export reorientation toward diaspora-driven and Middle Eastern markets.

The United Arab Emirates continues to function as a strategic re-export hub, linking South Asian manufacturers with African and European buyers. Additionally, Southeast Asian economies such as Vietnam and Indonesia are emerging as growth markets due to rising middle-class consumption and urbanization.

Diaspora economics plays a critical role in sustaining demand. Indian-origin populations in North America, Europe, and the Gulf region contribute to consistent purchases of traditional utensils, spiritual artefacts, and alloy jewellery during weddings and festivals. Such demand is less cyclical and more culturally embedded, providing relative stability against macroeconomic volatility.

 

4.4 Integration of Handicraft and Industrial Value Chains

A notable structural shift is the convergence between artisanal handicraft exports and industrial alloy markets. Traditionally, copper handicrafts were confined to decorative and household segments. However, rising awareness of health benefits associated with copper utensils (e.g., antimicrobial properties) has renewed global interest. Simultaneously, the technological premium associated with copper–silver alloys in electronics provides cross-sectoral diversification opportunities.

Cluster-based production hubs—particularly Moradabad and Jamnagar—are increasingly exploring design modernization, quality certification, and export compliance to align with international standards. Integration of traditional craftsmanship with industrial alloy innovation may enhance comparative advantage in global trade.

 

4.5 Synthesis and Research Gap

Existing literature extensively covers precious metal price volatility, renewable-driven copper demand, and branded jewellery markets. However, limited research integrates:

Rural income elasticity and export growth of copper–silver utensils.

Diaspora-driven consumption as a stabilizing export variable.

Convergence of handicraft clusters with renewable-linked alloy demand.

This gap provides the foundation for the present study’s hypothesis that copper–silver export performance is positively correlated with rural prosperity and structural shifts in global electrification demand.

4.6 Copper–Brass Alloy Ornaments and Product Diversification: Technical and Market Perspectives

4.6.1 Metallurgical Background of Copper–Brass Alloys

Brass is fundamentally an alloy of copper (Cu) and zinc (Zn), typically containing 55–95% copper depending on the grade. When copper is further modified with trace elements such as silver, nickel, or tin, the alloy exhibits enhanced durability, corrosion resistance, conductivity, and aesthetic appeal.

Copper–brass alloys used in ornaments generally fall under the HS classifications:

HS 7418 – Copper household articles

HS 7419 – Other copper articles (including decorative alloy goods)

HS 7117 – Imitation jewellery (base metal)

HS 7113 – Jewellery of silver (when silver plating or alloy threshold qualifies)

The addition of silver to brass or copper improves tarnish resistance and enhances the polish retention of ornaments, making them suitable for premium yet affordable jewellery segments. Electroplating techniques (silver-plated brass) and two-tone finishing (copper base with silver accents) are increasingly adopted in export-oriented clusters.

 

4.6.2 Types of Copper–Brass Ornaments

Copper–brass ornamentation combines traditional Indian aesthetics with modern alloy engineering. Key categories include:

(a) Traditional Ethnic Jewellery

Produced largely in clusters such as Moradabad, Jaipur, and Hyderabad:

Necklaces (tribal and temple-style)

Bangles and kada

Anklets

Earrings (oxidized brass with copper polish)

Statement cuffs

These products are popular in diaspora markets and Western bohemian fashion segments.

(b) Contemporary Designer Jewellery

Minimalist geometric designs

Copper–brass rings with silver plating

Sustainable “recycled metal” collections

Fusion jewellery integrating semi-precious stones

Western markets such as the United States and United Kingdom show rising demand for handcrafted sustainable base-metal jewellery.

 

4.6.3 Copper–Brass Decorative and Utility Products

Beyond ornaments, copper–brass alloy exports include diversified product categories:

(1) Household & Wellness Products

Copper water bottles and tumblers

Brass pooja thalis

Ayurvedic drinking vessels

Decorative trays and serving bowls

Copper–brass kitchen ladles

Health-conscious consumers in the United States and Japan increasingly associate copper utensils with antimicrobial benefits.

(2) Spiritual & Cultural Products

Idols and statues

Temple bells

Diyas (lamps)

Ritual kalash

Incense holders

Export demand rises during festive seasons in the United Arab Emirates and European diaspora communities.

(3) Home Décor & Lifestyle

Wall art panels

Engraved brass clocks

Table centrepieces

Lanterns

Planters and garden décor

Sustainable décor trends in Europe favour handcrafted brass items as alternatives to plastic or synthetic décor.

 

4.6.4 Industrial and Functional Alloy Products

Copper–brass alloys are not confined to decorative segments. Export diversification includes:

Electrical connectors

Precision components

Fasteners and fittings

Decorative architectural hardware

Musical instruments (brass wind components)

Industrial-grade brass components are strongly exported from Jamnagar, which dominates India’s brass component export market.

 

4.6.5 Market Positioning and Value Chain Dynamics

Copper–brass ornaments and products operate across three value tiers:

Mass Segment (Imitation Jewellery – HS 7117)
Affordable fashion jewellery with high volume exports.

Mid-Premium Segment (Silver-Plated Brass)
Targeting diaspora weddings and boutique stores.

Premium Segment (Copper–Silver Alloy Artisanal Products)
Limited editions, high-margin handcrafted collections.

Price competitiveness compared to gold jewellery makes copper–brass ornaments resilient during gold price volatility. Additionally, sustainability branding (“recycled brass,” “handcrafted heritage metal”) enhances export acceptance in environmentally conscious markets.

 

4.6.6 Emerging Trends

Oxidized Matte Finishes – Popular in Western alternative fashion.

Wellness Branding – Copper utensils marketed for health benefits.

Customization & Small-Batch Production – E-commerce driven demand.

Diaspora Cultural Revival – Ethnic jewellery and ritual ware.

Green Certification – Increasing buyer preference for eco-compliant manufacturing.

 

 

4.6.7 Research Implications

The copper–brass ornament and product segment represents a hybrid industry combining:

Handicraft tradition

Alloy metallurgy

Renewable-linked copper demand

Diaspora consumption economics

Future empirical research may explore:

Export elasticity relative to metal price indices

Comparative advantage of cluster-based production

Branding impact on value realization

Sustainability certification as a trade determinant

 

5. Major Export Hubs for Copper–Silver Jewellery in India

Moradabad – Brass, copper utensils, decorative ware

Jamnagar – Brass components (approx. 80% share in brass exports)

Hyderabad – Silver and copper jewellery cluster

Jaipur – Silver jewellery craftsmanship

Mumbai – Export houses and certification networks

 

6. Top Importing Countries for Indian Silver Jewellery (HS 7113)

United States – Largest handicraft and jewellery buyer

United Arab Emirates – Re-export hub

Hong Kong – Trading gateway

United Kingdom

Netherlands

Emerging markets:

Vietnam

Indonesia

Japan

 

7. Growth Trends in Copper & Brass Handicraft Exports

Brass exports surged ~31% in early FY 2023-24.

Silver jewellery exports increased 17% (H1 FY25-26).

Over 32,000+ brass shipments annually from 1,000+ exporters.

100+ destination countries served.

Diaspora weddings and festive demand are key drivers.

Risk Factors:

Competition from China

Volatile metal prices

Geopolitical trade disruptions

 

8. Financial & ROI Analysis

Cost Components:

Raw copper + silver blending

Artisanal labour

Polishing & electroplating

Packaging & freight

Export compliance certification

Revenue Drivers:

36% rise in precious metal prices (boosting value realization)

Premium branding margin (20–40%)

Diaspora festive bulk orders

Forex Potential:

Joint ventures like Hindustan Copper Limited partnerships could enhance raw material stability and generate additional forex earnings.

 

9. Case Study: Exporting Copper–Silver Utensils from Moradabad

Step 1: Business Registration

IEC (Import Export Code)

GST registration

MSME/Udyam certification

Step 2: Product Classification

Determine correct HS code (7418 / 7419 / 7113 depending on silver content)

Step 3: Quality & Purity Testing

BIS hallmarking (if silver content qualifies)

Lab certification for alloy composition

Step 4: Buyer Identification

B2B platforms (Trade fairs, EPCH networks)

Direct marketing to USA, UAE wholesalers

Step 5: Pricing Strategy

Cost-plus pricing

FOB vs CIF pricing model

Currency hedging for forex stability

Step 6: Logistics & Documentation

Commercial invoice

Packing list

Bill of lading

Certificate of origin

Insurance

Step 7: Branding & Positioning

“Ayurvedic Wellness Copperware”

Sustainable alloy luxury positioning

GI-tag push for Moradabad cluster branding

 

10. Statistical Model (Conceptual)

Export Growth (EG) = α + β₁(Rural Income Index) + β₂(Diaspora Demand Index) + β₃(Metal Price Index) + ε

Expected:

β₁ > 0

β₂ > 0

β₃ positive in value-based exports

 

11. Policy Recommendations

Promote GI tagging for Moradabad copper–silver utensils.

Reduce alloy import duty for silver mixing.

FTAs targeting USA & EU.

Cluster-based branding under Atmanirbhar Bharat.

Encourage renewable-sector copper alloy diversification.

 

 

 

 

12. Conclusion

Moradabad holds strategic potential to evolve from a brass-dominant handicraft hub into a premium copper–silver export cluster. With rising global silver demand, renewable-sector copper needs, and diaspora-driven festive markets, India can target a $1B incremental forex gain in this segment within five years. The study supports the alternative hypothesis that export growth strongly correlates with rural prosperity and ethnic-global demand patterns.

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