Kerala handloom products to get regional branding

Indian Institute of Handloom technology (IIHT) -Kannur, an autonomous institution run by the Government of Kerala for popularization of handloom products, is implementing a project on “Development of Regional Brand in Handloom Industry (DRBHI)”.

Speaking to fibre2fashion, Mr. Abdul Kareem Cheleri, Executive Director of IIHT-Kannur, said, “As part of DRBHI project, a series of exhibitions, awareness programmes, display of hoardings, showcasing of handloom products in tourists hotspots, advertising in visual media and news magazines are being arranged by the Institute.”

“A common logo and brand name as ‘Kerala Handlooms’ and specific regions-wise brand names are prepared and approved for marketing the products under six regions in Kerala, namely Kasaragod, Kannur, Palakkad, Koothampally, Chendamangalam and Balaramapuram,” he informs.

While IIHT organized an expo and awareness programme at Thiruvananthapuram earlier this month, it is going to organize similar exhibitions in Ernakulam and Kozhikode during the later half of this month.

“By transcreating models and then drawing out patterns based on cultures, traditional arts, architecture, temple arts, murals and natural beauty, about 1000 designs samples were developed and produced region-wise, as part of DRBHI project,” says Mr. Cheleri.

“Geographical Indication (GI) Registration were also acquired for handloom products from Balaramapuram, Koothampully, Kasaragod and Chendamangalam, while the application for GI status to the two other regions are awaiting approval,” he reveals.

Fibre2fashion News Desk - India