Productivity Enhancement and Lean Enterprise
Inclusive Market Development Project
Facilitating Access Program
Specialized Industrial Clusters
Professor For Every Factory
Intellectual Property Rights Production
Sectoral and Technical Services Experts
Enterprise Development Programmes

Egypt has always been known for its rich and unique cultural heritage, as well as its large proportion of the labor force. Ethnic products are a sustainable means of livelihood for a large proportion of the labor force in Egypt.
The ethnic and craft industries' potential for job creation and labor absorption is one of the major attractions of this industry. Not only does it provide income generation opportunities for groups which have limited access to resources, but also offers employment opportunities for the most economically
disadvantaged people in society. This industry requires small capital investments and provides high added-value in comparison to other manufacturing sectors, simple tools and a relatively short period of apprenticeship or training depending on the intricacy of the craft.


The objective of DEEP program
"To integrate Egyptian Contemporary Traditional Arts and crafts in the International supply chain and develop branded consumable products."
To achieve this objective, DEEP programme will work to enhance the capabilities and the opportunities
for marginalized producers, namely through capacity building and institutional development, vocational training and technical assistance, design and product development, promotion and marketing, advocacy and Fair Trade principles and practices.

DEEP programme launches the first website for Egyptian ethnic products to promote and encourage
export and establish links with target markets in order to qualify a group of Egyptian companies to
compete in international markets, follow up their performance and successes in different international
forums, along the past year, through increasing their export volume and clientele abroad. Such
initiatives have been reflected in the extensive and successful presence of the Egyptian ethnic products in the French and EU markets, through their representation in the strongest specialized ethnic product fairs in Europe and expectation to be represented in the US market.

For the first time in Egypt, DEEP has introduced a distinctive set of technical support services in order
to develop the ethnic and craft product sector in several fields. IMC, for example, has launched Design and Development Initiative for this sector, through resorting to more than 30 international top-notch designers to submit new ideas that go in line with market requirements in each of ethnic product specializations. This has resulted in more than 1000 designs for new products that belong to ethnic product sector and tests have been conducted for such products in Egyptian and European markets. This experience has proved to be successful through the orders required to be exported to foreign markets.

The First International Cairo Forum has been successfully held (June 2010) with the participation of
UN Organization, Cultural Council of the Union for the Mediterranean (CCUFM) and international
institutions concerned with ethnic products. Cairo document has been signed in the form of a cooperation agreement between international institutions and Mediterranean countries to develop ethnic products.

Eligibility criteria:
  • Small and medium production units
  • Designers
  • Commercial businesses
  • Nongovernmental Organizations (NGOs)

Technical Assistance services offered to Arts & handicrafts producers

1 - Production Capacity Development:

  • Enhancing the capacity of producers to increase the diversity, volumes and improve the quality of crafts to respond to market opportunities
  • Disseminate and support the implementation of quality standards (eco-label)
  • Understand and respond to international, specifically different Multinational, Market designs, delivery, quality etc.
  • Modern usage incorporation into new designs and function

2- Branding and Promotion:

  • Building the image of Egyptian Ethnic Products by creating awareness as a supply source of Ethnic products to the EU market capitalizing on the image of Egypt with rich historical and cultural legacy
  • Website design and development
  • Product catalogue
  • Integrating the Egyptian Ethnic products into an international communication and marketing campaign
  • Showcasing entails establishing model outlets for Egyptian Ethnic Products
3- Market Access and Trade Enhancement:

  • Accessing the International Ethnic and Crafts distribution chains and linking to local producers
  • Solving Market entry Issues through pursuing aggressive market activities
  • Trade linkages with Mediterranean clusters
  • Participation in trade missions, fairs and exhibitions
  • Export promotion and follow up

4- Training and Human Resource Development:

  • Strengthen merchandising capabilities
  • Training of trainers
  • Skill upgrading
  • Finishing techniques
  • Technical training on processes