India Handloom Brand to Focus on Ecomm
Govt-promoted entity looking at new retail channels, more partnerships to raise market positioning
Kolkata: India Handloom Brand is drawing up new strategies that include retail and ecommerce, in a bid to raise the market positioning of handloom products.
Currently, there are four stores of the Central Cottage Industries Corporation of India at Delhi, Bengaluru, Mumbai and Chennai that stock India Handloom Brand Products. The organisation has more retail partnerships lined up for the year including APCO of Andhra Pradesh, the state handloom stores of Telangana, Jammu & Kashmir, and fashion retailer BIBA.
The Union ministry of textiles, which promotes the India Handloom Brand, is not limiting itself to increasing retail footprint. One of its priorities is visibility for the brand on ecommerce sites. The office of development commissioner of handlooms has been engaging the likes of Flipkar, eBay, Amazon, Craftsvilla and Gaatha for marketing its products.
“The new strategy for revival of the handloom products not only includes branding for effective marketing but also include skill upgradation of weavers, loom upgradation, making good quality raw material available at cheaper rates, availability of adequate credit facilities, product design,” said Alok Kumar , development commissioner, handloom. The India Handloom Brand that was launched by the prime minister in August 2015 is aimed at endorsing the quality of handloom products in terms of raw material, processing, embellishment, weaving, design and other parameters besides social and environment compliance.
The registration under the brand is given after stringent testing of samples at a government laboratory.
The rejection rate at the labs has been close to 65% to ensure premium quality standards. 170 such registrations have been granted to producing agencies and weavers in 41 categories. These India handloom producers after association with India Handloom Brand have clocked sales to the tune of .₹ 15 crore in the last four months.
Buyer-seller meets are being arranged on a regular basis for the handloom producers by the textiles ministry. The last buyer-seller meet at Hyderabad saw 80 sellers and 50 buyers seal deals worth .₹ 70 lakh. On the supply side, the government has significantly expanded its support to handloom clusters in terms of common facility centres through cluster development executives and designers. The amount sanctioned for mega clusters in 2015-2016 was the highest ever at .₹ 37.11 crore, further a record number of 175 block level clusters have been sanctioned in 21 states.