Besides making Baluchari silk a high fashion fabric to save it from extinction, the state government also wishes to improve employment opportunities for silk weavers with this move. A flagship store of the brand is also likely to be inaugurated in Kolkata soon, according to media reports.
Another state-run brand Tantuja is marketing Baluchari with the help of the MSME department. Tantuja is West Bengal government's initiative under the West Bengal State Handloom Weavers Cooperative Society. It applied new marketing and retail strategies that helped the brand make profit. The same strategies will be applied to Baluchari.
Contemporary designs will be created using Baluchari silk and the products will be sold on e-commerce platforms like Amazon and Flipkart to make them available to youngsters.
The government of West Bengal has also successfully launched other premium fashion brands like Biswa Bangla and Club Muslin. (KD)
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