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Handloom textiles may get brand envoys
27
Sep '10
It may not be long before, the Textile Ministry's Handloom Department may call on celebrities to promote its famous products.

The Department stumbled upon this idea recently while US ambassador to India Timothy J Roemer, he was just awestruck by the Banarasi silk, and even sat on a handloom to get a feel.

Development Commissioner – Handloom, RN Chaubey, on his recent visit to Varanasi, informed that the Department may employ brand ambassadors to endorse its brands. He also convened a meeting with weavers and silk traders to understand the condition of the Banarasi silk industry.

It was last year that, the handmade Banarasi saree and brocades were bestowed with the Geographical Indication (GI) mark. Following which, the Textile Ministry has now resolved to bring in 2,000 tons of best quality silk from China and to distribute the same amongst weavers from reputed silk mills of Kanchipuram and Varanasi.

The efforts diverted towards strategizing a new policy for promotion of Banarasi silk fabric may help to revive the industry nearing its downfall.

Fibre2fashion News Desk - India

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