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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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dipak bharali 11 years 3 months ago

Different types of products are made in handloom but the product similar with powerloom or the product made with compromise because of age old and non weavers friendly production systems is standing against quality handloom product and sound weavers income.if we can overcome this problems using new technology and ornamentation our products and so diverse our products against traditional practice handloom can built its own roads in different products.their is severel govt org or innovation in han

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Arjun Singh 11 years 3 months ago

A contemporary brand development view needs to be taken. Collaboration with a famous couture designer for the niche market appeal can be a start for a luxury line and to be proliferated into a fashion brand targeting the mid market segment with a range of ready to wear apparels and accessories for youth and fashion conscious customers especially in metros and tier 1 and tier 2 cities. Marketing will be the key here. Having an excellent online presence will enhance credibility with visibility.

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avnish roushan 11 years 3 months ago

To promote hanloom cloths ,it should be sold with a brand level.there should be different brand with their showrooms.acording to todays people psychology increase the prices of perticular stuff to promote it as brand.

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Bhargava Gandicheru 11 years 3 months ago

Indian Handloom products should be on sale online through an e-commerce website of its own to make it a Brand, as these days Online Speaks a lot. Bollywood Actress, Vidya Balan should be made the Brand Ambassador. I would suggest a slogan like "India Weaves India Wears" for this Brand.

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SWAROOP BOSE 11 years 3 months ago

Marketing it as a LIFESTYLE. Products like Apple's iPhone or Macbook, Google Smartphones or apparel/cosmetics/accessories from Louis Vuitton or Gucci have got more to do with lifestyle and fashion than inherent value. Promotion could be through international events, movies, conventions and so on.

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snigdh saran 11 years 3 months ago

Handloom products also needs variety. Thus,young talents in fashion designing can be taped by recruiting fashion designers from various institutes who generally don't have much scope especially those of small towns and villages which are associated with the production and manufacturing of handloom products. This can be done by carrying out campus selection of students from the fashion designing colleges.

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Hitesh Praful Karia 11 years 3 months ago

How about having one compulsory subject in school and fashion institution courses which will have handloom as it focus point

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snigdh saran 11 years 3 months ago

No doubt that Indian handloom products are of good quality only problem is how to tell people about the pros of using Indian handloom products. Firstly a brand ambassador should be appointed to promote the brand not only in india but also throughout the world's top fashion markets. Top Indian fashion designers to be given incentives to showcase handloom products in various international fashion weeks. The demand can be met by upgrading the existing infrastructure and est new and modern handlooms

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SANDEEP KULE 11 years 3 months ago

People treat buying khadi as a charity to nation or to the khadi gramodyog. Handloom should produce attractive modern products like western kurtas, bags,Curtains,Laptop Bags,skirts and other western outfits to attract even customers from outside India

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vipitha devi 11 years 3 months ago

Students should given training in designing and processing of handloom textile. This not only develop there skill it also gives them relief from the studies. Through this more trending designs can be formed. During vacation college govt. have organise a programme to train the students. Govt. also have to organise fest so that people buy these products. Online marketing is another to increase the quality and brand of handloom textile s.

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