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Famed Kancheepuram silk fabrics to get makeover
20
Jan '10
75% of Zari comes from Gujarat where it's a cottage industry; the rest comes from the government-owned Tamil Nadu Zari, which is one of its kinds in the country. While smarter blends in the zari are helping producers trim costs, there's also a risk of fakes in the market.

To help, preserve the authenticity of Kancheepuram saris, the industry was registered under the Geographical Indication (GI) Act. The GI status means that any saree sold as a Kancheepuram saree should follow the prescribed weight, quality and zari norms and should be woven in that district only. Anyone selling fakes can be booked under the Act.

On the design front, both private players and handloom cooperatives are enlisting the expertise of the National Institute of Design (NID) Ahmedabad, and National Institute of Fashion Technology (NIFT) Chennai, to churn out designs that would appeal to young, affluent consumers.

Diversification into garments other than the ubiquitous saree is another trend that's taking shape. Silk bed sheets and pillow covers are being sold mainly to the hospitality sector.

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Fibre2fashion News Desk - India

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