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Kerala Govt launches new silk brand
Aug '10
The State Government of Kerala is introducing a novel brand of silk saris and materials, dubbed as Thiruvananthapuram Silks, in an extraordinary initiative to make use of hundreds of idle handlooms in and around Thiruvananthapuram. This new silk will be woven on these idle handlooms using designs created by master designers as per the taste of new generation.

This new brand is scheduled to be launched on August 18 by Industries Minister Mr. Elamaram Kareem with an objective to empower the handloom industry. An exhibition-cum-test sale will also be opened during the brand launch.

The highest per capita consumption of silk in India is in Kerala. The Thiruvananthapuram Taluk Integrated Silk Handloom Weavers' Co-operative Society (TISH-fab) aims to take advantage of this fact. Up till now just a marginal percent of the enormous demand has been fulfilled by the industries in the state.

The Textile and Traditional Industries Protection Council (TIPCO) has involved many renowned textile designers to create exquisite designs, including, actor-turned-designer Poornima Bagyaraj, Namrita Bhatia, Anju Nair, Mausmi Chatterjee and Kala Thampi.

These silk saris will be the purest and unique textiles in the country which will not be replicated either on power-looms or in any other part of the country. The weaving families will give the ultimate finishing, including, embellishments and other value-addition to the saris, as per Mr. V R Panicker, TIPCO Chairman.

Fibre2fashion News Desk - India

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