Kraftly ties up with the Ministry of Textiles to promote handlooms

E-commerce marketplace Kraftly has entered into a pact with the Development Commissioner of Handlooms, Ministry of Textiles. As a part of the agreement, Kraftly will be selling products directly from weavers and artisans under the Indian Handloom Brand to prove the authenticity of the products. This partnership allows Kraflty to engage with weavers and groups from four major handloom producers viz. Uttar Pradesh, Telangana, Assam and Andhra Pradesh.

The 'Indian Handloom Brand' is an initiative launched by the prime minister for promoting quality handloom products and encouraging weavers and artisans to showcase their artwork for the rest of the country to see. Kraftly will also provide the craftsmen and weavers with infrastructural support in marketing, customer acquisition and data analytics to scale up their business. This includes helping artisans in areas such as payment automation, proper packaging, transportation and brand building exercises, making it convenient for their crafts to reach their audience.