Govt announces a policy to e-market ‘India Handloom’ brand

The government is establishing a policy framework to promote e-marketing of handloom products through approved e-commerce entities, aiming to popularize the ‘India Handloom’ brand and boost sales of handloom products. Under the policy framework, application of any e-commerce entity interested in online marketing of handloom products will be processed within three weeks, by a panel.

“After satisfying itself about the track record and turnover of the applicant, the committee would give its recommendations, keeping in view the handloom fabric producing areas proposed to be covered through e-marketing and the proposed rollout plan. Decision on the application will be taken after duly considering the recommendations of the committee. Processing of applications will be completed within three weeks,” Textile Ministry said.

An e-commerce entity approved by the Office would be required to make priority display of handloom products on its home page, leading to an exclusive section for certified/branded handloom products carrying either 'India Handloom' brand or Handloom mark. The policy framework has been developed by the Office of Development Commissioner (Handlooms) under the Ministry of Textiles, with the key objectives of promoting the interests of both producers and consumers of handloom products.