Home / Knowledge / News / Textiles / Kannur's handloom weavers opting for e-commerce
Kannur's handloom weavers opting for e-commerce
Jun '17
Handloom weavers of Kannur, a Kerala district known for quality handloom, are mounting the bogey of e-commerce in a big way - they have started selling products including shirts with traditional designs through e-commerce giants like Amazon. The sector has been in crisis due to lack of demand among the new generation and lack of marketing avenues.

The district administration has initiated steps to help the handloom sector regain its reputation. Weavers are being trained in creating attractive designs and the administration is helping them tie up with e-commerce giant Amazon to start with to get a wider and direct market for their products, an agency report said.

The “Cannloom” brand products including men’s formal shirts in cotton and linen and with traditional designs of Kerala’s popular martial art “Kalaripayattu” and “Theyyam” (a popular ritual form of worship of North Kerala) and cotton dhotis are already being sold on Amazon, according to the report.

District Collector Mir Muhammed Ali said “Cannloom” brand with shirts having “Kalari” and “Theyyam” designs, went online on May 14, 2017 on Amazon and the response had been encouraging. Presently, 80 weavers and workers of Kuthuparamba Weavers Cooperative Society had gone online with the two products while 16 other weavers’ societies had completed training at National Institute of Fashion Technology (NIFT) and would launch their products soon online.

Launching the products on a major platform like Amazon was an unexplored territory and a first by a weavers’ society in the state, Ali told a news agency.

“We started by designing attractive handloom bags and as we moved on we wanted to combine looms and lores of the region and thought of taking “Kalaripayattu” and “Theyyam” motifs, which are part of Kannur’s tradition,” he said. Each shirt has a unique tag, which means each product was one of its kind.

There are plans to bring sarees, towels and bags with unique traditional designs of Kannur online, he said. While “Theyyam” shirt is pure handwoven linen priced at Rs 2,000, the “Kalari” shirt costs Rs 1,500 and ordinary handloom shirt, Rs 1,200.

“We are in talks with Amazon to reduce their fees which will cut prices by 10-12 per cent,” he said.

So far, the handloom products were being sold across the counter with sales being significant only during the festival seasons of Onam and Christmas. The new endeavour will help remove middlemen with benefits going directly to society’s weavers, the report said.

According to Kuthuparamba Weavers Cooperative Society secretary Sujesh, products worth Rs 15,000 have already been sold by selling through Amazon. “There is good demand for the products and weavers have realised that with changing times and habits, there is need to incorporate new designs to attract more customers,” he said. There are also plans to sell products through Flipkart and Myntra.

Anusree, who is designing the products, said efforts were on to launch Theyyam-inspired sarees, cotton dhoties with traditional printed borders of Theyyam and Kalari. “We are in the process of doing a complete collection of shirts, dhoties, and sarees of ‘Theyyam’ and ‘Kalari’ designs by Onam,” she said. Work on some 120 shirts had been completed. Initially, the weavers were hesitant with the new ideas, but with enquiries pouring in, things were changing, the 25-year-old designer who has passed out of National Institute of Design, Mumbai, said and added there were plans to incorporate printed shirts with contemporary motifs like wifi symbols to attract youngsters. (SV)

Fibre2Fashion News Desk – India

Must ReadView All

Courtesy: Mikes Photos from Pexels

Apparel/Garments | On 17th Oct 2018

Bangladesh garment exports swell 14.66% in Q1 FY19

Readymade garment exports from Bangladesh increased by 14.66 per cent ...

Courtesy: WTO

Textiles | On 17th Oct 2018

WTO rejects Panama claim for $210-mn sanctions on Columbia

A World Trade Organisation (WTO) panel recently rejected Panama’s...

India ranks 147th in Oxfam world inequality index

Textiles | On 17th Oct 2018

India ranks 147th in Oxfam world inequality index

India has been ranked 147th among 157 countries in a new worldwide...

Interviews View All

Top executives, Textile industry

Top executives
Textile industry

Knowledge sharing platform needed for sustainable water management

Awen Delaval, Samatoa

Awen Delaval

'Natural fibres are appreciated for traditional authenticity'

Sanjay Desai & Ashish Mulani, True Colors

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Ravindra Jain, Ashish Baid,

Ravindra Jain, Ashish Baid

Oswal Prints Private Limited has been manufacturing and exporting ethnic...

Abhishek Pachauri,

Abhishek Pachauri

Reckon Industries is into manufacturing of textile process house machines, ...

Mark Tokuhara,

Mark Tokuhara

Japan-based FitJoy, a shoe brand for women, has been in the footwear...

Dave Rousse, INDA

Dave Rousse

INDA, the Association of the Nonwoven Fabrics Industry, serves hundreds of ...

Eric Scholler, Groz-Beckert

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Andreas Lukas, Andritz Nonwoven

Andreas Lukas
Andritz Nonwoven

With forces in engineering and process development, Andritz Nonwoven...

Silvia Venturini Fendi, Fendi s.r.l

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Madhu Jain, Madhu Jain

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Bani Batra,

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

October 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search