How to bring Nakshi Kantha to the world

Intricately stitched with the stories of generations, Nakshi Kantha stands as a living tapestry of Bangladeshi heritage. Despite evolving under the influence of commercialization, the tradition of kantha-making endures as a utilitarian craft, lovingly passed down from mother to daughter. For centuries, each hand-embroidered piece has served as a repository of memories for its creators, its recipients, and those who continue to preserve it across generations. ¹ 

Today, as sustainable fashion gains global momentum, the story of Nakshi Kantha is more relevant than ever, blending cultural legacy with conscious craftsmanship.

What is a Nakshi Kantha, and why is it famous?

Nakshi Kantha, also known as Bangla Nakshi Katha or Nokshi Kantha, has its roots in the rural heartlands of Bangladesh, with a history spanning several centuries. Traditionally crafted from layers of worn-out saris, dhotis, or lungis, these discarded fabrics are repurposed and stitched together using a simple yet elegant running stitch.

At its essence, the Kantha is a utilitarian textile commonly used as bed covers, lightweight blankets, or simple wraps. Depending on its size and design, it may also serve as a quilt, handkerchief, tablecloth, or prayer mat. Beyond its functionality, Nakshi Kantha reflects the resourcefulness of Bengali women, showcasing their ability to transform everyday, old materials into something beautiful, meaningful, and enduring. ²

The global potential of Kantha embroidery

As global consumers become more conscious of sustainability and cultural authenticity, the demand for handmade, ethically sourced products has grown significantly. Nakshi Kantha, with its rich history, sustainable production methods, and intricate craftsmanship, is increasingly resonating with international buyers who value both artistry and heritage.

What was once a humble household craft has now found a global audience, thanks largely to the rise of e-commerce and social media. Online marketplaces, such as Etsy, Amazon, and Shopify, have made it easier for Bangladeshi artisans and exporters to connect with buyers across the globe. At the same time, platforms like Instagram and Pinterest have allowed creators and sellers to showcase the unique patterns, stories, and cultural value of Nakshi Kantha to a visually driven audience.

Through digital storytelling and strategic marketing, Nakshi Kantha has moved beyond its local origins to become a symbol of Bangladeshi heritage in the global marketplace.

Marketing Nakshi Kantha to a global audience

To open more doors for the global expansion of Nakshi Kantha into international markets, it's essential to position it not just as a product but as a cultural piece with deep heritage value. Global consumers today are drawn to stories, authenticity, and meaning, elements that are inherently woven into every piece of Nakshi Kantha.

Strategies for showcasing the cultural value and craftsmanship of Nakshi Kantha

• Highlight the artisanal process: Emphasize that each piece is handmade, often taking weeks or even months to complete.
• Feature the artisan’s story: Introduce the makers behind each Kantha to highlight not only their craftsmanship but also the story behind the product, fostering a connection with buyers.
• Explain the symbolic patterns: Many motifs carry cultural and personal significance; explaining them can add emotional and educational value.
• Emphasize sustainability: Note that Nakshi Kantha is often made using repurposed fabric, appealing to eco-conscious buyers.
• Create limited collections: Positioning Nakshi Kantha as unique or one-of-a-kind increases perceived value and urgency to purchase.

Crafting compelling product descriptions and visuals

When listing Nakshi Kantha on online platforms, your product descriptions should go beyond size and materials. Describe the inspiration behind the design, the techniques used, and the cultural meaning of specific motifs. Use descriptive language that evokes emotion, heritage, and craftsmanship.

Invest in high-quality visuals that showcase:

• The texture and stitching details
• The full spread of the design
• Close-ups of intricate embroidery
• Behind-the-scenes shots of the artisans at work

These visual and narrative elements help buyers appreciate the time, effort, and tradition that go into each item.

The role of storytelling and cultural sensitivity

Marketing Nakshi Kantha is also an opportunity to share Bangladeshi culture with the world. However, this must be done with care and respect. Ensure that the storytelling is accurate and honours the communities involved in the craft.

Avoid oversimplifying or misrepresenting cultural elements to fit commercial narratives. Instead, collaborate with local artisans or cultural experts when writing about the origin and symbolism of Nakshi Kantha. This not only preserves the narrative's authenticity but also fosters trust with ethically minded consumers.

Shipping and logistics for Nakshi Kantha exports

Exporting Nakshi Kantha to international markets requires careful planning to ensure that the quality and integrity of the product are preserved throughout the shipping process. Given its delicate hand embroidery and often vintage fabrics, proper packaging and reliable logistics are crucial.

Protecting Nakshi Kantha during transit

Nakshi Kantha quilts and textiles can be sensitive to moisture, rough handling, and prolonged compression. As such, exporters should:

• Use acid-free tissue paper to wrap fabric, preventing discoloration or damage.
• Place items in sturdy, moisture-resistant packaging with cushioning to protect the embroidery.
• Label packages as “Fragile” or “Handle with Care”, especially when shipping larger or embellished items.
• For high-value shipments, consider vacuum sealing or using archival packaging materials.

Proper packaging and handling preserve the beauty and historical value of each piece, ensuring that customers receive the Kantha in excellent condition.

Shipping options for international deliveries

There are several international shipping methods depending on budget, delivery speed, and shipment volume:

• Express air freight: This type of shipping option is ideal for small, high-value shipments, such as premium Nakshi Kantha quilts sold through online marketplaces.
• Standard international shipping: This can be a cost-effective way to ship small- to medium-sized shipments with flexible delivery timelines.

Working with a global logistics and shipping partner, such as DHL Express, ensures end-to-end visibility, efficient customs handling, and timely delivery, all of which are key to maintaining a strong customer experience.

Importance of customs clearance and documentation

Before initiating international shipments, it is essential to understand the customs clearance procedures and documentation requirements. Exporters must thoroughly research the regulations governing both Bangladesh and the destination country to ensure full compliance.

In Bangladesh, one of the key prerequisites for exporting goods is obtaining an Export Registration Certificate (ERC). This certificate, along with other supporting export documents, must be submitted to the Chief Controller of Imports & Exports (CCI&E). Proper documentation not only facilitates smooth customs clearance but also helps prevent potential delays and penalties during the export process.³

Documents required by the CCI&E

• Duly completed application form as prescribed by the CCI&E
• Valid trade license issued by a City Corporation, Pourashava, or Union Parishad
• For joint ventures: Joint Venture Agreement between local and foreign partners
• An Electronic Tax Identification Number (ETIN), an updated income tax certificate, or a recent income tax return submission acknowledgement
• National ID (NID) or passport copy of the applicant
• A bank certificate from an authorized commercial bank
• Membership certificate from a relevant chamber of commerce or trade association
• Treasury challans for payment of the registration fee and VAT fee (to be deposited under separate, specific treasury codes)⁴

How to export from Bangladesh

Exporting goods from Bangladesh involves a structured process that includes preparation, compliance, and logistics coordination. The process includes the following:

1. Obtain the Export Registration Certificate (ERC) from the CCI&E.
2. Negotiate and prepare a sales offer with the international buyer (via a Proforma Invoice).
3. Receive the Letter of Credit (L/C) from the buyer's issuing bank.
4. Arrange export financing through negotiation with an authorized bank.
5. Produce the goods or services as per agreed specifications.
6. Conduct quality control and testing as required by the buyer or destination country. This may include a pre-shipment inspection certificate.
7. Provide a Certificate of Origin or a Rules of Origin Certificate (especially for preferential tariffs).
8. Engage with logistics providers, including freight forwarders, shipping agents, and clearing and forwarding (C&F) agents.
9. Prepare the Bill of Export (Shipping Bill) and submit it to the relevant customs station.
10. Ship the goods on a Free on Board (FOB) basis, as per agreed Incoterms.
11. Submit the export documents to the buyer's bank (issuing bank).
12. Repatriate exports to Bangladesh through formal banking channels.
13. Obtain the Profit Realization Certificate (PRC) from the authorized bank upon receipt of payment.⁵

Preserving cultural integrity while reaching a global audience

As Nakshi Kantha becomes more visible on the global stage, it is essential to ensure that growth in demand translates into meaningful support for the communities that create these masterpieces. Beyond profit, exporters and retailers have a responsibility to uphold the craft’s heritage and the well-being of its artisans.

Strategies include:

• Empowering women artisans by forming cooperatives and offering fair wages
• Maintaining transparency in sourcing and production processes
• Educating global audiences about the cultural value and significance of Nakshi Kantha
• Investing in community development, such as training programs for young artisans

Such efforts not only preserve the authenticity of Nakshi Kantha but also position it as a sustainable, ethical cultural export. 

For more information, see our guide to creating a more ethical business strategy.

Partner with DHL Express for the global journey of Nakshi Kantha

Nakshi Kantha has the potential to showcase Bangladesh's craftsmanship to the world, celebrating its culture and heritage. With the right marketing, packaging, and ethical approach, Nakshi Kantha has the potential to thrive in global markets.

A trusted logistics partner like DHL Express offers the support exporters need, from handling fragile shipments to navigating customs documentation. With global shipping expertise and end-to-end tracking, DHL Express ensures your product arrives securely and professionally.

If you’re looking to export Nakshi Kantha, partner with DHL Express and open a business account with us to simplify your international shipping and share your cultural heritage with the world.