India Handlooms’ brand launched by Centre to boost marketability

Superior high quality, defect-free handloom products catering to the needs of high-end customers from the state Odisha will be included under the ‘India Handlooms’ brand launched by the Centre to improve their marketability. The brand has been developed under the concept of ‘Made in India’ with emphasis on zero defect and zero impact on the environment. It will help give exposure to weavers and improve their living conditions.

The brand will endorse the quality of products, purity of designs and ensure best value for money on handloom products to consumers, said a senior officer in the handlooms and textiles department.

So far, handloom products from the state such as Bomkai, Kotpad, Baluchari, Muga Silk, Khandua, Berhampuri, Odisha Ikats have been included under the India Handlooms’ brand.

The products will be evaluated on various parameters such as count of yarns, construction of the product, fiber content like cotton, silk, pashmina and wool, colour fastness, usage of natural dyes, type of zari and other embellishments. Besides, adherence to labour laws such as zero use of child labour, environment protection and pollution check will also be looked into.

Weavers, master weavers, co-operative societies, retailers, exporters and other organizations involved in handloom related activities can seek registration for their products under this brand. A team of experts nominated by the Development Commissioner for Handlooms will include the new products under the brand after on-site verification. The registration will be valid for three years.

In Odisha, there are nearly 1.5 lakh weavers engaged in handloom production such as tie and dye, Sambalpuri, Khandua, Maniabandha, Bomkai and so on of whom 78 percent are women. It produces handloom fabrics worth Rs 160 crore.

Handloom products of Odisha have a huge demand outside the state. Through e-commerce portals, handloom cooperative societies such as Boyanika, Utkalika and Sambalpuri Bastralaya have already done business worth Rs 2 crores in the last two years.