'India Handloom' brand debuts at IITF

Showcasing the diverse range of India’s rich traditional craftsmanship, ‘India Handloom’ launched at the handloom pavilion of ongoing Indian International Trade Fair (IITF) in New Delhi. The collections on display included white silk dhotis from Salem, red Mangalgiri cotton sari striped with gold, Kullu shawls, Banarasi Tanchoi silk sari with intricate flower patterns, Ikat-dashed ink blue fabric from Orissa and many other variations from different states.

Eleven registered handloom organisations and cooperative societies showcased their wide range of saris, stoles, shawls and fabrics flaunting Indian Handloom brand assuring of their authenticity and quality. Sellers at the exhibit were approved by the committee after a thorough production site test and sample tests to ensure they produced colour-fast, eco-friendly fabric that met international standards.

Each brand tag had a registration number that can be used online to verify the seller as a member of India Handloom and certify their product's authenticity. On the first day of the exhibition itself, open only to businesses, sellers received enthused response from the visitors. So far, 35 sellers have been approved to sell under the India Handloom brand and the Office of the Development Commissioner expects to register 200-300 more sellers under the initiative, in the next six months.

Amid threat from the duplicates produced by the powerloom industry, organisations like the Tamil Nadu Handloom Weavers Co-operative Society (Co-optex) feels that branding and exposure of handloom products will not only hhelp in gaining trust and increasing sales but will also encourage younger people to join the industry.