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How to promote Indian handlooms as a brand and to ensure quality products to the consumers?

Start Date :

Feb 13, 2015

Last Date :

Mar 11, 2015

00:00 AM IST (GMT +5.30 Hrs)

Submission Closed

India has a long tradition of excellence in making handloom products with extraordinary skills and craftsmanship. 44 lakh weavers are engaged in this activity, out of which 78% are ...

India has a long tradition of excellence in making handloom products with extraordinary skills and craftsmanship. 44 lakh weavers are engaged in this activity, out of which 78% are women.

By the Handlooms (Reservation of Articles for production) Act, 1985, the Central Government has reserved articles or class of articles for exclusive production of handlooms for the protection and development of the handloom industry.
Further to this effort, the Ministry of Textiles launched “Handloom Mark” scheme with effect from 28.06.2006 for promoting and preserving the Indian handloom products and securing a premium position in the domestic as well as international market. This provides a collective identity to the handloom products of India for popularizing the hand woven products originating from the handloom sector. Thus, the Handloom Mark does not necessarily guarantee a bench mark quality for the product, but ensures only the origin of the product.

Though the weavers produce rich variety of designs and textures, there is not much emphasis on the quality of the product due to various reasons. Experience of implementing Handloom Mark in the past years indicate that this has served the limited purpose of production of cloth by handlooms and not been able to address the quality related parameters which are integral for development of handloom as a niche product.

It is stressed on the need to produce a fabric “with no defect and no effect on environment” and develop “Indian Handlooms” brand for assuring quality products meeting social and environmental compliances.

Share you valuable views and opinions on the concept paper.

Concept Paper on Indian Handlooms Brand: http://planningcommission.gov.in/reports/genrep/drft_cosulpapr_1410.pdf

The last date for submission of your comments is 10th March, 2015.

Handloom Mark Scheme: http://www.handloommark.gov.in/About-Scheme/HLM-Scheme.pdf

Handlooms (Reservation of Articles for Production) Act 1985 - http://handlooms.nic.in/writereaddata/UploadFile/Act%201985.pdf

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prashant pachpor 11 years 4 months ago

In this era of internet,most of the state handlooms are not present on the web marketing their entire range of products with the few exceptions like Boyanika of Odisha state handlooms.The state handlooms must copycat the business model of Fabindia which has opened chain of stores in metroes of India selling only quality Indian handicrafts.The website of Fabindia is also appealing.The state handlooms must develope a good website showcasing entire range of handicrafts on it, with facility of ecom

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o v gnana prakash 11 years 4 months ago

I have already expressed that we can provide compulsory redeemable vouchers to all the govt employees against their release of bonus. They have to redeem only at Handloom stores of their respective area. 50% of the declared bonus shall be given in the form of voucher balance in regular practice. Upon visiting the store for redemption this has to be validated with their AADHAR Card and fingure prints to ensure the individual visited the stores and encourage foot fall for more purchases.

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Sanjeev Gupta 11 years 4 months ago

The state handloom corporations should promote the handlooms of their respective states, create a distinctive brand and also ensure quality check of the final products to be sold to the consumers. Also, handlooms needs to be competitively priced against the other products available in the market so that people see value in buying the handloom products. Further, state specific handloom products can be sold in outlets at the railway stations located in those states.

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Ritesh Bhatnagar 11 years 4 months ago

Handloom industry should be given tax exemption and excise duty on finished handloom garments be the least out of all fabrics. This will make handloom not only competitive but a mass market product .Being profitable , a sufficient allocation can be made to market Khadi nationally and internationally

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RAjesh Katoch 11 years 4 months ago

Hi , i have one idea , always we are talking to promote Khadi . Can't we have khadi uniform for our forces , para militiray and police, this way we can create huge market for our Khadi industry

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Jebarson Jebamony 11 years 4 months ago

Lot of people talk here about branding but personally I respectfully disagree to that. Lets not try to create a brand which doesn't exist. Only very few people have the likeness and need for handloom products. What should we do? Lets bring the corporates to use their brand in marketing our handloom products. This way we will create the demand and also there is no need for marketing. What does corporates benefit from? Give them tax benefits for every investment they make in handloom.

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Lakshay Vohra 11 years 4 months ago

Make clothes made from Indian handlooms with modern design with the help of big fashion designers and get celebrities to endorse those products. That's the only way public is going to use these products in daily life.

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Biju Narayanan 11 years 4 months ago

Who are the potential customers for handloom products is the first question? Only a very small percentage o population these days prefer handloom products.Nobody seems to actively promote the indian handloom.

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pawan chohan 11 years 4 months ago

Step 1 Handloom is too generic and big a subject.Identify key materials and brand it.for e.g. Indian Silk Step 2 - Fund Indian and international designers to come out with handloom ensemble. the idea is to create new wearable modern dresses.Step3 Trend them as fashion by asking international celebrities to wear them in events with photo-op. Ask PR companies to build the stories around these beautiful, intricate handloom getting back in vogue by showcasing these celebrities, Step3 -advertise

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dr Karuna goyal goyal 11 years 4 months ago

their should be rule for schools to use local handloom clothes for uniform , .then when ever any government or semigoverment or privet conference of any level their should be stalls of handloom clothes of different states.it shold be compulsory. fashion industry people should be involved to produce attractive clothes for national and international people. first change in parliament to make dresses useing handloom material, and every one should wear that only during session.lets start from home

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