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Handloom fabrics in focus again [Varanasi] [Times of India](Times of India Via Acquire Media NewsEdge) VARANASI: In yet another attempt to promote handloom fabrics, Union textile secretary Zohra Chatterjee on Wednesday named Bollywood actress Priyanka Chopra as its brand ambassador. However, the fact is that the handloom department has failed badly in implementing its earlier plan, Handloom Mark, launched for the promotion of handloom products in 2006. But, would only naming a filmstar as brand envoy in any way help the sector? The answer would be important as at stake is the future of more than 87K weavers in and around Varanasi alone. "It is a wise decision to rope in a celebrity to popularize handloom products, but at the same time it is also essential for the handloom department to implement its own promotional schemes effectively," said Rajni Kant of the Human Welfare Association (HWA), who played a key in getting the tag of Geographical Indication (GI) for Banarasi Saree and Brocade. "Handloom Mark, a promotional scheme, has been implemented poorly in the last eight years. It is also evident in the records of the handloom department that there were only 450 registered users of Handloom Mark while the district had over 80,000 weavers. The desired result has not been achieved due to lack of awareness among the weavers as well as buyers of handloom products," said assistant director (handloom) KP Verma. "The Handloom Mark scheme was launched by then Prime Minister Manmohan Singh in June 2006 for the promotion of handloom industry. The handloom textile not only constitute a timeless facet of the rich cultural heritage of the country, but also as an economic activity. Records say the handloom sector occupies a place second only to agriculture in providing livelihood to the people. It is estimated that handloom industry provides employment to 65 lakh workforce directly and indirectly and there are about 35 lakh looms spread all over the country," said Kant. The scheme was introduced for promotion of handloom products in domestic as well as international market. It provides assurance to the consumers about the genuineness of the product origin, and improves international marketing linkages to the handloom weavers. It also aims at strengthening supply chain for handloom products, improving price realization in domestic and international market, and improving earnings of the handloom weaver community. According to Weavers' Census (2009-10), there are 82,773 handloom weavers in Varanasi district alone. But, only 358 individual weavers and nine master weavers got themselves registered with the Handloom Mark. Besides, 70 cooperative societies, four apex cooperative societies, four retailers and traders and five others were also registered under this scheme. Interestingly, the handloom officials are not sure who are in the category of others'. (c) 2014 Bennett, Coleman & Company Limited |