In­dia Hand­loom Brand to Fo­cus on Ecomm

Govt-pro­moted en­tity look­ing at new re­tail chan­nels, more part­ner­ships to raise mar­ket po­si­tion­ing

The Economic Times - - Brands: Creating Desire - Tas­mayee.La­haroy@ times­group.com

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.

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