India Handloom Brand

On the first ever National Handloom Day on August 7, Prime Minister Narendra Modi launched the ‘India Handloom Brand.’ He stressed the need of popularising the handloom sector especially among youth. Modi said handloom was eco-friendly and its growth would help greatly in fighting poverty. Over 43 lakh people are engaged in handloom weaving and allied activities in India.

He said handloom products were to be branded because Indian handloom products lack global branding. It is branding that will eventually sustain the development agenda of the handloom industry. These value-added products need to be promoted under Brand India Handloom if they are to generate a special market space and bring increased earnings to weavers.

India's handloom product basket is a bit of a windfall. It ranges from generic products of mass consumption to high value-added products of reputation and demand. As most generic products can be replicated on modern, sophisticated looms, these products originating from the handloom sector cannot sustain in the price-sensitive market.

A brand is a promise to the customer. It says, without speaking, that the customer can expect certain basic qualities from the products and services, and it differentiates the offering from that of other similar products. “India Handloom Brand” is an endorsement to quality of the handloom products in terms of raw material, processing, embellishments, weaving design and other parameters besides social and environmental compliances for earning the trust of the consumers.

The brand seeks to ensure: Production of high quality, defect free, hand-woven, authentic “niche product”; Zero defect; Authentic traditional design; Zero impact on environment; and Social compliance.

Products identified for Branding

1. SARI:-

Cotton: Jamddani, Tangail, Shantipiri, Dhaniakhali, Bichitrapuri, Bomkai, Kotpad, Pochampalli, Venkatgiri, Uppada, Siddipet, Narayanpet, Mangalagiri, Chetinad, Balaramapuram, Kasergod, Kuthampally, Chendmangalam Dhoti

Silk: Baluchari, Mugasilk, Sulkuch silk, Khandua, Berhampuri, Bomkai Silk, Benares Brocade,Tanchoi, Benarasi, Butidar, Jangla, Benarasi Cutwork, Pochampally, Dharmavaram, Kanchipuram, Arni Silk, Molkalmuru, Paithani, Patola, Champasilk, Ashawali Silk, Salem Silk (Dhoti), Uppada, Jamdani

Cotton Silk Sari: Chanderi, Maheswari, Kota Doria, IIKal, Gadwal, Covai Kora Cotton

2. DRESS MATERIAL:-

Cotton: Odisha Ikat, Pochampalli Ikat

Silk: Tanchoi, Benarasi, Cutwork, Odisha Ikat, Pochampally Ikat, Tassar Fabric, Muga Fabric, Mekhala/ Chadar

3. Bed sheet: Odisha Ikat, Pochampally Ikat

4. SCARF/SHAWL/CHADAR: Kani Shawl, Kinnori Shawl, Kulu Shawl, Tangaliya Shawl, Kutch Shawl and Wangkhei Phee