Jaya Shree Textiles to promote Kalamkari art on linen

Jaya Shree Textiles (JST), a part of Kolkata-based Aditya Birla Nuvo has tied

up with Union government’s Weavers’ Service Centre (WSC), Vijayawada, to promote Kalamakari art on linen fabric. According to the promotional plan of the business and the Kalamkari art, the JST, a leading player in linen and wood segment of the global textiles, will supply linen yarn to Pedana to weavers, who will weave it into a cloth. The aim behind this initiative, apart from promoting the art is to provide better income source to the handloom weavers.

The product development experiments were done in the unit of Kalamkari exporter Pitchuka Srinivas of Pedana. To begin with, local weavers led by Pitchuka Srinivas would be trained in weaving the linen fabric with the technical support from WSC. Then, the traditional Kalamkari designs with natural colours would be printed on the linen fabric exclusively meant for export to European countries.