Pedana fabric from AP likely to get tag of India Handloom Brand

Pedana’s handloom woven fabric made of yarn dyed with natural colours produced by Pedana-based Shyamala Arts and Crafts (SAC) is one of the five textile products which is recommended by the Weavers’Service Centre (WSC), Vijayawada, Andhra Pradesh, under the Ministry of Textile for recognition as one of the India Handloom Brands.

The other four products are Venkatagiri sari, Uppada Jamdaani sari, Mangalagiri cotton sari and Dharmavaram sari, which have already got the Geographical Indication tag.

The Ministry of Textiles is issuing an exclusive Handloom Brand for the eligible textile products to ensure quality and genuineness of the product under its Handloom Brand Scheme which was launched by Prime Minister Narendra Modi at the first National Handloom Day, observed on August 7.
WSC Technical Superintendent (Weaving) M. Joga Rao said that the production procedure of the Pedana fabric is unique in terms of dying of organic cotton yarn with natural colours and weaving it on the handloom. The product is being recommended for the Handloom Brand to promote it across the globe.

The fabric, can be used in making of quilt, shirting and other creative handloom products, was being recommended for the brand under the special products category.

The SAC’s experiment with natural colours is an exclusive product which succeeded in Andhra Pradesh. The technical parameters such as count of warp and weft, colour fastness to light, usage of natural dyes will be tested in textile laboratories in Mumbai before issuing a brand, said Mr. Joga Rao.

Mr. Joga Rao has completed on-site inspection of the product on Tuesday before forwarding the application to the Development Commissioner for Handlooms.

Apart from granting a brand within a month, the Ministry of Textiles will also directly promote the registered brand and allows the production unit/textile entrepreneur to use the Handloom Brand on the products to expand the market.

SAC owner Pitchuka Srinivas said that they have already exported the fabric to several European countries through his US-based business partner. Entitlement of a brand for their fabric by the government of India will not only open doors to enter into international market where handloom products have huge demand but it also help their weavers to rebuild the lives.