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Colder winter spurs demand for Kullu shawls
10
Jan '12
The demand for Kullu shawls has been relatively more this winter than last year due to minimum temperature dipping below the normal levels in Manali, a tourist destination in Himachal Pradesh of India.

Kullu shawls are famous for their traditional patterns and quality. Tourists visiting Manali prefer to buy shawls from more than 150 outlets in the Kullu district due to their reasonable pricing.

Speaking to fibre2fashion, Mr. BS Thakur, MD of Bhuttico Weavers' Cooperative Society Ltd., informed, “Our sales have been 10 percent more than last year. Increase in sales is because of colder winter this year.”

Briefing about the shawl handloom industry in Kullu region, Mr. Sanjay Sharma, General Manager, Department of Industries, Government of Himachal Pradesh, says, “There are about 25,000 handloom units in the region, 20,000 of which cater to the domestic sector while around 5,000 of them are export-oriented.”

“The shawl making of this region is registered in the GI Act 1999. These shawls are in high demand because of their making pattern and the diversity in colours and mixes. These are manufactured using Pashmina, yak wool, and local wool,” he adds.

Apprising about the demand, he reveals, “Roughly 5 million pieces of shawls are sold annually in Kullu and Manali. On an average, a tourist family buys 4 pieces at a time and each shawl costs around Rs. 500-600. The demand in international market is also huge and about 5 million pieces are exported annually to different countries like Germany, Japan, etc.”

Talking about turnover of the Kullu shawls, he says, “Last year, the annual turnover was estimated to be about Rs. 600 million. The actual figures cannot be found as there is no such agency to maintain the annual data.”

Fibre2fashion News Desk - India

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