Textiles ministry initiates measures to expand handloom market
Updated: Nov 27, 2013 04:23:01pm
New Delhi, Nov 27 (KNN) The Ministry of Textiles has embarked on a project which aims to promote garments made from handloom fabric through high end retail stores, wherein designers will create a design range using fabrics from the identified handloom clusters.
In this context, it seeks to recruit fashion designers who will use handloom fabric produced in domestic clusters.
The proposed project will be implemented by the Development Commissioner for Handlooms in collaboration with the Clothing Manufacturing Association of India (CMAI).
The move is expected to promote sales of handloom products through domestic network of retailers and brands.
Some of the key objectives of the project are to promote handloom products (apparel) for mass consumption; bring handloom products under the ambit of organized retail; and facilitate sourcing of handloom products with ease.
Significantly, a pan India mega consumer event is planned during 2014 to provide boost to the handloom products. The event will be in the form of a Handloom Utsav for selling handloom based apparel/ products (like readymade suits, kurtis, jackets, tops, stoles etc for women and men) at all leading brands and retailers during the festive period in winter season of 2014 when sales are at peak.
The key idea of this event will be to bring handloom products (apparel) under organized retail and promote these for mass consumption through domestic retail.
Designers will create a handloom based range from the fabric procured from identified clusters and all participating retailers/brands will take inspiration from these designs and create their own design range as per their brand ethos.
All these designs would be a part of their collection during Diwali 2014. All designs created would go under an umbrella brand say Hastkala created for these handloom range. The range will be sold under this name/label such as ‘Haskala by XX’.
This will be supported by media campaigning, awareness programmes, in-store promotions to create awareness and push the sales of these garments during that 4-5 week period.
In addition, an intermittent programme is planned which will be a Fashion Show in Delhi, Mumbai and/or Bengaluru in February 2014. These fashion shows are planned to showcase the newly created line by designers to all retailers and brands. This will provide a platform to the entire industry to look at designs, styles, colour range for the season. (KNN/ST)
In this context, it seeks to recruit fashion designers who will use handloom fabric produced in domestic clusters.
The proposed project will be implemented by the Development Commissioner for Handlooms in collaboration with the Clothing Manufacturing Association of India (CMAI).
The move is expected to promote sales of handloom products through domestic network of retailers and brands.
Some of the key objectives of the project are to promote handloom products (apparel) for mass consumption; bring handloom products under the ambit of organized retail; and facilitate sourcing of handloom products with ease.
Significantly, a pan India mega consumer event is planned during 2014 to provide boost to the handloom products. The event will be in the form of a Handloom Utsav for selling handloom based apparel/ products (like readymade suits, kurtis, jackets, tops, stoles etc for women and men) at all leading brands and retailers during the festive period in winter season of 2014 when sales are at peak.
The key idea of this event will be to bring handloom products (apparel) under organized retail and promote these for mass consumption through domestic retail.
Designers will create a handloom based range from the fabric procured from identified clusters and all participating retailers/brands will take inspiration from these designs and create their own design range as per their brand ethos.
All these designs would be a part of their collection during Diwali 2014. All designs created would go under an umbrella brand say Hastkala created for these handloom range. The range will be sold under this name/label such as ‘Haskala by XX’.
This will be supported by media campaigning, awareness programmes, in-store promotions to create awareness and push the sales of these garments during that 4-5 week period.
In addition, an intermittent programme is planned which will be a Fashion Show in Delhi, Mumbai and/or Bengaluru in February 2014. These fashion shows are planned to showcase the newly created line by designers to all retailers and brands. This will provide a platform to the entire industry to look at designs, styles, colour range for the season. (KNN/ST)
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