Dushanbe-based “Dilorom” LLC specializes in embroidered handicraft and national clothes, using a mix of modern and classical national styles, such as zardozy (gold embroidery) and goldozy (flower embroidery). The skillful hands of “Dilorom” craftswomen use unique combination of colors, intricate embroideries and a magnificently beautiful Tajiki aestheticism for their fabulous products. They craft national clothes and caps, souvenir products, cotton pillows, workers uniforms, napkins, etc.
The sewing company was established in 1976 with the aim of attracting female labor force and particularly home-based women-workers in Dushanbe. The company had a network of branches throughout the country. Since privatization in 1999, the company comprises of several small-scale sewing workshops equipped with outdated equipment. As Mr. Shovali Davlatov, “Dilorom” LLC General Director remarks, the company still follows its goal – to give local women an opportunity in realization of their ideas and skills and to improve the level of their life through income generating resource creation. However, he says: “The number of our workers depends on the volume of orders. We would like to give an earning opportunity to more women, but unfortunately we are not able to expand as fast as we wish.”
At the present stage, the company focuses on the domestic market and mostly depends on contracts with the governmental agencies. The company previously had no experience in export, but is moving towards its target of opening a window to foreign markets. The company actively participates in all export-oriented events organized under ITC project. The company representatives were taken to several international fairs and as Mr. Davlatov states, new knowledge from the life of the clothing world is the most effective approach in improving Tajik small clothing companies. He says: “I am very pleased with the cooperation between the enterprise and ITC project and I appreciate the valuable advice and recommendations provided by ITC experts – both international and national. I witnessed the efficiency of ITC methods aimed at improving the companies’ competitiveness in view of market needs and requirements.”
ITC in turn is sure that “Dilorom” has a good potential to enter foreign markets, taking into consideration the high embroidery skills and experience of the company. However, the company should take some steps to succeed in the domestic market and enter foreign markets such as marketing planning, web-site creation, showroom arrangements, properly and systemized organization of orders and sourcing for fabrics, etc.