Source: News Bharati English12 May 2016 16:42:57

New Delhi, May 12: Government on Tuesday signed a Memorandum of Understanding (MoU) for popularizing India Handloom textiles as a fashionable product for youth. The three year MoU was signed between the Development Commissioner (Handlooms), Ministry of Textiles and NDTV Ethnic Retail Ltd. Aneesh Nair, Chief Innovation Officer, NDTV Ethnic Retail Limited was also present on the occasion of signing of the MoU.

The joint endeavour will endorse and launch a project, Indianroots Fashion Accelerator (IFA), a project by NDTV to support fresh talent and to support new and innovative ventures in fashion industry. Government will support the project with incubation and production support. 

Embeded Object

India Handloom brand will also provide an interface where fashion professionals will be able to accesses facilities such as Weavers Service Centres and handloom clusters. The initiative will connect fashion designers with handloom sector in an organized manner.

“We see this partnership as a welcome move; it will collaboratively take forward the vision of India Handloom and the ‘Make In India’ vision of Prime Minister Narendra Modi. The initiative would help us in our objective of promoting traditional handwoven products of India. Our vision is to touch every Indian with the cultural legacy of India. This will also help us engage with youngsters and designers who will take our handloom legacy forward”, development commissioner (Handlooms), Alok Kumar said.

Embeded Object

About ‘India Handloom’ Brand:

The India Handloom Brand was launched by Prime Minister on 7th August, 2015, the first National Handloom Day, to endorse the quality of handloom products in terms of raw material, processing, embellishment, weaving, design and other parameters, besides social and environment compliance.

The main objective is to promote the production of quality products with new designs for winning the trust and confidence of customers by giving particular attention to defect free, hand woven, authentic niche products with zero defect and zero impact on environment.

The registration under the brand is given after stringent testing of samples in Government laboratories. As on 1st April, 2016, 170 handloom producing agencies/enterprises have been given registration under the brand, in 41 product categories. Several e-commerce platforms and leading retail stores have been engaged for marketing of India Handloom branded products.

About NDTV Ethnic Retail Limited:

NDTV Ethnic Retail Ltd. (formerly NDTV E-commerce Pvt. Ltd.) owns and operates an e-commerce portal Indianroots.com. Its products include designer and ethnic sarees, salwar kameez, kurtis, lehengas, fusion wear for women and kurta pyjama, jackets, sherwanis, shirts, t-shirts and vests for men. It also offers trinkets, wraps, bags, umbrellas, footwear, home linen, decorative piece and stationery items. The company was founded in 2013 and is based in Gurgaon, Haryana.