Kerala set to push up its handloom exports

With the aim of giving a boost to the export of indigenous

handloom and textile products, Kerala which recorded a drop of 40 per cent to Rs 210 crores in 2012 from Rs 325 cores in 2008 due to recession, has decided to rejuvenate sector by developing regional branding with attractive packaging and colorful designs of art forms imprinted on it. The state government has allocated a sum or Rs 1 crore for this exercise.

The branding will cover six regions of Kerala which have been selected on the basis of the uniqueness its products hold. The selected regions are Thrissur, Ernakulam, Thiruvananthapuram, Palakkad, Kasaragod and Kannur. Kuthampally saris of Thrissur, Chendamangalam textile brand of Ernakulam and Balaramapuram handlooms of Thiruvananthapuram are the regional brands included in this exercise. Similarly, the unique textile products from Palakkad, Kasaragod and Kannur will be selected for the branding exercise with a logo. Abdul Kareem Cheleri, Executive Director of Indian Institute of Handloom Technology (IIHT) said that the scheme will also see Geographical Indication (GI) system based patenting of these brands. Thrissur, Ernakulam, Palakkad and Thiruvananthapuram have already obtained GI.

Branding will include advertisements done in the form of hoardings and photographs of models in uniquely designed garments, through advertisements on visual media and cinema halls. Modernization of the sector with attractive packaging will also help showcase the product in international market and help boost exports points out Abdul K Cheleri. The modernization plan also includes installation of latest textile machinery of pneumatic lifting tables in 26 handloom societies and electricity-operated machines in 46 handloom societies.