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Silk and handicraft to be promoted during CWG
27
Jul '10
The Indian government eyes the Common Wealth Games (CWG) as an apt opportunity to initiate a drive to aggresively market country made silk to sportsmen, observers and the bureaucrats.

The Government, intends to launch a high profile campaign, just a week ahead of the start of the majestic sporting event in the country's capital, which will go on till the close of the event.

The national capital is gearing up to host the Common Wealth Games which is to take place from October 3 to 14, this year.

The government, at the event, apart from silk also plans to campaign for the handloom and handicraft merchandises.

As the campaign goes on, there would be a number of road shows and trade fairs coming to the pass. Also, cubicles will be created at various malls and five-star hotels, near the airports. These cubicles would exhibit variety of silk and handloom made dress materials, garments and scarves.

Not only this, handicraft merchandises like metalware, woodware and home decors will also be displayed. The advertising campaign would eye not only the elevated class but even the other sections of the society.

Funding for the campaign, which comes to approximately Rs 20 million will come in from the Textile Ministry's budget. The mega event, seen to charm over 1 lakh sightseers, could be perceived as an ideal stage to initiate the drive of marketing Indian silk.

Fibre2Fashion News Desk - India

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