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Himachal handicrafts survives via e-shopping
15
Jun '10
Online shoppers show interest in Himachal's handicrafts, a venture the state corporation entered in to merely six months back, thereby, giving it support to the handicraft industry to continue with its operations.

According to a HP Handicraft and Handloom Corporation spokesperson, Himachal produced handicraft goods were always in demand. However, these goods were available only within the sales outlets in the state and a few outlets were distributed across the country's key cities.

After having forayed into online marketing since January 2010, the industry got linked to payment gateway, which had surged its market reach internationally and the corporation was now able to procure orders from worldwide, added this spokesperson.

Amongst the most popular handicraft goods purchased online, traditional himachali caps, chamba rumals, jewellery, woollen shawls, kangra paintings, chamba chappals, and the like are the most sought after by online shoppers.

Sales of handicraft goods, from across all the corporation outlets, including e-shopping has gone up to Rs 40.5 million from Rs 23.7 million.

The corporation commenced operations since 1974 and was ordered to recover extinct crafts along with providing assistance in developing design, pre-loom, loom and post-loom facilities to weavers and artisans, generating skills, production in workshops, exhibitions and expositions and marketing of handloom and handicraft goods via a chain of emporia.

With the support of central governments and Ministry of Textiles, the corporation is currently providing financial support to Kullu handloom cluster with funds of about Rs 20 million, which will profit 5,000 weavers; Gohar handloom cluster in Mandi district with funds of around Rs 4.42 million for the benefit of 350 weavers and handloom cluster of Reckong Peo – Kinnaur with a financial outlay of Rs 5.51 million to profit 364 weavers.

Amongst all this, the corporation has 32 outlets, of which 15 are situated within the state. Therefore, bulk orders from railways, air force and paramilitary forces via the Association of Corporations and Apex Societies of Handlooms (ACASH) and e-shopping is aiding the handicraft goods producers to maintain their daily livelihood against stringent competition from machine produced products.

Fibre2Fashion News Desk - India

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