Union govt asks states to follow MP model to promote handicraft

BHOPAL: Union government on Tuesday directed all states to replicate the Madhya Pradesh model of promoting handicraft and handloom. MP government is collaborating with other states to market its products.

MP recently tied up with Chhattisgarh state handloom development for co-promoting production and marketing of handlooms in both states.

It was first of its kind move by a state to promote its handicraft and handloom and was discussed in regional textile conference held at Ahmedabad recently and was brought into notice the memorandum of understanding MP entered with bordering state, CG.

Ministry of textiles, development commissioner for handlooms, Sanjay Rastogi wrote letter, a copy with TOI, to all states on Tuesday stating that there is immense need for handloom products in the niche markets wherein select retailers look for reliable sources for supply of authentic handloom products on regular basis.

The benefit of market demand must reach maximum number of weavers. Therefore marketing support to handloom weavers is one of the key interventions that are desired in present scenario. Given the scope of marketing and retailing, handloom products through handloom outlets, it becomes imperative to integrate marketing of handloom products in the promotional plan for development of handloom sector.

The step taken by MP is an appreciable effort. This can be replicated by all other handloom agencies involved in the production and marketing of handloom products. Handloom emporiums, corporations, federations may keep their best handloom products from across India in their showrooms/ outlets for sales of handloom products on certain mutually agreed terms and conditions by executing MOU between states, the letter read.

MP handicrafts and handloom commissioner Rajeev Sharma said it is matter of proud for MP as other states are being asked to replicate our model.

MP Handicraft and Handloom Development Corporation has 29 showrooms, named Mrignayani, in Mumbai, Bangalore, Noida, Chennai, Goa, Jaipur and Ahmedabad, apart from state capital Bhopal. Its showrooms in metropolitan cities have started offering handmade customized sarees with silver wires and gold coating, but they are yet to get popular.

At least 13,000 handicraft units are working in the state. Handloom Development Corporation is also collaborating with Andhra Pradesh , Telangana after CG to sell its products in other states. Besides, it is in the process of setting up handicraft villages in national parks of the state, including Kanha, Bandhavgarh and Pench, to target foreign tourists in particular.

MP State Tourism Development Corporation is being roped in to open all its properties for marketing and sale of the state’s handicraft and handloom items.