The newly
inaugurated Handloom Marketing complex run under the aegis of the union
Textiles Ministry at Janpath in New Delhi has come alive these days with the
rich handloom works during the fortnight long Exhibition. The ‘Handloom of
India’ Exhibition-cum-sale of exquisite handloom fabrics from across the
country from October 9 to October 22, 2014 offers a unique collection of cotton
and silk sarees, dress materials, furnishings, dupattas and salwar suits.
“This is a unique venue and
sort of an ideal location at the busy Janpath at a stone’s throw from market in
the heart of the national capital,” says Rahul Varapatre from Bhandara in Maharashtra running a stall with his uncle.
In fact,
the office of Development Commissioner for
Handlooms has constructed this Complex with cost of Rs 42 crore. The Ministry
of Urban
Development and Poverty Alleviation,
Government of India
had allotted 1.779 acres of land to the Ministry of Textiles for construction
of the marketing complex. Besides the permanent shops, the marketing complex
has a provision for a ‘Dilli Haat’ type atmosphere where weavers from different
parts of the country will be invited to exhibit and sell their handloom products.
Among a special attraction is Rs 2 lakh worth Patola Saree at the
Sanskriti Silk counter from Surendranagar in Gujarat .
“This saree requires at least one year for two weavers to give the final touch.
This is among our classic high-priced collection,” remarks a beaming
counter-assistant.
Patola saris are a double-woven
sari, usually made from silk originally
a rich heritage of Gujarat ’s Patan district. “The
word Patola is the plural form, it’s also known as Patalu,” he says. Patola-weaving
is actually a “closely guarded family tradition”. To create a Patola sari, both the
warp and weft threads are wrapped to resist the dye according to the desired
pattern of the final woven fabric. “One unique feature is that the bundles of thread are strategically knotted
before dyeing,” he adds. Besides Rs 2 lakh unique collection special piece (see
photograph); the counter has other good products in the price range from Rs 14,000
to Rs 18,000.
The
exhibition venue has similarly good offerings of Banarasi sarees in outlets set
up by weavers and their sale-wings from places like Varanasi and Azamgarh. “Our collection ranges
between Rs 1500 to Rs 18,000 and thus there is quite a good demand,” says
Tanvir Ahmed of Mubarakpur Handloom, Azamgarh.
Rs 2 lakh worth Patola Saree from Gujarat |
In another
counter run by award wining weaver Jallis Ahmed’s team, the Banarasi sarees
collection ranges up to Rs 35,000. “The Jamawar collection of Banarasi sarees
are our prized collection. These sarees can be weaved and given final shape in
about 2 months time,” says P Sharma at the
counter.
“Jallis
saheb’s weave designing is quite famous. He received the national award in
1990. One of our unique collection is the kind of weaving fusion we have
brought between Muga of Assam
and Katan of Varanasi ,”
he says proudly displaying a unique collection worth over Rs 10,000.
What’s the
idea behind weaving fusion?
“It’s only an innovation. Over the decades, the Banarasi silk handloom
industry has been suffering huge losses because of competition from mechanised
units producing the Baranasi silk saris at a faster rate and at cheaper cost.
Moreover, another source of competition has been sarees made of cheaper
synthetics. We are trying to address these issues,” he says.
The
collection at the first floor of the exhibition venue also offers good
collection of Jamdani and Uppada sarees.
Good rush
has been also reported at the outlets from other states like Rajasthan,
Karnataka, Chhattisgarh, Jharkhand, Madhya Pradesh, Bihar West Bengal and
Maharashtra.
An weaver
himself, Govinda in Mangram Resham counter from Birbhum district in West Bengal , says, the lowest collection in the counter is
common cotton saree worth Rs 550”. “But our strong point in terms of sales is
wide range of products in Jamdani and Matka varieties”.
He does
not like to take further questions on pricing and chuckles rather smartly: Bengal sarees like Matka and Jamdani are one of the most time and labor-intensive
forms of hand loom weaving and hence what matters is quality.
“Jamdani products are a mixture of cotton and gold threads.
Either figured or flowered, jamdani is a woven fabric and is fabulously rich in motifs,” he
explains adding Jamdani is a fine muslin cloth on which decorative motifs
are woven on the loom, typically in grey and white.
Display of a Banarasi Saree |
In another West Bengal counter, Nabapally from Birbhum, West Bengal , weaver Y Hussain says, “Naksi Khata variety
in price range of Rs 7000 has gone down well with visitors”.
This year, he says, a unique blending ‘Baul collection of Sarees’
based on life-style theme of world famous Baul singers is too doing well. “In
this category price range is from Rs 12,000 to Rs 25,000,” he says.
The sarees from Rajasthan and Maharashtra ’s
print works both on sarees and salwar suits have also gone down well.
Officials in the Textile Ministry say, the new venue Handloom House was
set up to create a permanent marketing outlet that will enable handloom agencies to augment their
sales as well as also make available quality handloom products to the
discerning consumers.
“Looking at the
response, the efforts have yielded results, I can say,” says one of them.
The move to
organize such exhibition and sales outlets also reflect the government’s
sincerity to boost textile sector in the country. This year’s exhibition has
thus given opportunity to small-time organization from places like Ranchi , ‘Bereozgar Mahila
Kalyan Kendra’, to sell their products from Jharkhand.
The government led by Prime Minister Narendra
Modi is already working on a new Textiles Policy.
The handloom sector in the country provides employment to 43.31 lakh persons engaged on 23.77 lakh
handlooms across the country. It also accounts for 11 per cent of textile production
and makes a significant contribution in export earnings. Because of the
uniqueness and exclusivity of designs, capability to produce small batch sizes
and being eco-friendly fabric, handloom products are in high demand in domestic
and international market, say officials.
“There is also immense demand for
handloom products in the niche domestic market wherein not only consumers,
discerning retailers look for reliable source for constant supply of authentic
handloom products on regular basis.”
The Ministry of Textiles, Government ofIndia , has
rightly taken many initiatives from time to time such as organizations of
domestic marketing events, participation in international fairs and
buyer-seller meets and other such strategies to provide a marketing support to
handloom weavers.
The Ministry of Textiles, Government of
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