Brand for promoting traditional hand woven heritage of India and also
assuring quality product to the Consumer
India has a long tradition of excellence in making high quality handloom products with extraordinary skills and craftsmanship, which are unparalleled in the world. The intricate workmanship of the handlooms provides this segment a unique identity of its own. This inherent strength of Indian handloom products is required to be promoted with new designs, colour combinations and defect free weaving for meeting the need of the market.
The handloom production meets the twin objectives of green production and employment creation especially in the rural India. This augurs well with the Hon’ble PM’s inclusive growth agenda of “SABKA SATH, SABKA VIKAS”. In order to provide a better return of the handloom products, e- Commerce has been the call of the day and it reduces the transaction cost besides making better margins to the weavers.
The “India Handloom” brand would be evolved based on high quality defect free, socially and environmentally compliant product for catering to the needs of the high-end consumers looking for niche handmade products. The scheme would initially be made voluntary. The producers would be encouraged to maintain the quality of the product, which will be specified. All the products under the brand should have the benchmarked quality for the raw material, the processing as well as for packing and labeling besides proving the origin from the hand-woven sector.
The stakeholders comprise of Weavers, Master Weavers, Primary Co-operative Societies, Apex Handloom Societies, Retailers and Exporters are directly involved in the production and marketing of their produce in the domestic as well as in the export market.
Objectives of the scheme
The objectives will be to promote a premium brand with stress on quality on the following:
- · Ensure quality in designing and weaving and defect free product for safeguarding interest of the buyers.
- · Ensure compliance with relevant social and environmental laws
- · Conserve, promote culture and tradition relating to handlooms.
- · Promote production of high-end products, and thereby increase wage earning of the weavers’ substantially; and,
- · Facilitate marketing of handloom products through e-commerce.