'File 10/8 Overseas trade enquiries' [‎168r] (336/495)

([S)
if British manufacturei-s will ba able to compot 3 unless tnsy are
willing to produce the inferior grades of dotn that tiie Japanese are
offering end at si'iil-r prices.
Suggestio n s for Popul aris i ng Br i tis h goods.
The main causes for the falling off of the demand for British
goods are : -
1. British manufacturers often 1 nave it to the local merchants
to approach them instead of soliciting orders.
2. British goods are too expensive.
3. They are too good and their quality is not appreciated by
the average purchasar.
The first step to be taicen to popularise British goods therefore
is for United Kingdom Exporters to corrraunicate with local dealers send
ing samples giving rupee prices C.i.F. destination and inviting
comments. Thereaft ^r it is Isrgely a question of reducing prices and
special attention to designs which should be varied as frequently as
possible. Once the interest of locel dealers has been aroused there
is little scope for farther advertisement of products - the general
public is illiterate.
While the mer^et of Bahrain is not a very large on3, yet it
seems desirable to encourage merchants having business connections with
the mainland of Arabia to extend their trading and there appears oo ds
a definite opening in this direction through the local Ilassawi mer-
cnants, provided that tne British manufacturers are prepared i-o enter
into active competition 'vitn tne steady inflow of Indian manufactured
piece goods.
This can be effected by offering piece goods that are cneap,
lasting, and of bright designs.
The running of the Bahrain market could be done by correspondence
with the local traders, submitting a wide range of samples, and quoting
c.i.f. Bahrain (in sterling, or preferably in Indic-n currency) , with
terms of cash against documents at the local branch 01 the eastern Ba-uv
Ltd. , and supported cy an attractive discount. Prom this method a
steadily improving trade might be looked for.