Retail outlets for handlooms

COLOURS OF TRADITION: Cushions and other items on display at the exhibition on Tuesday.

Guwahati: Rashtriya Gramin Vikas Nidhi, a city-based non-government organisation that created its own brand, GrassLooms, to provide a viable market for handwoven products by the people of Assam, will have its own retail outlets after Bihu.

"The name GrassLooms implies that the products are from the grassroots, initially weavers and other craftsman. The organisation plans to provide a small tag with each product to inform the buyers about the areas where they come from. A big cluster from Nameri has been providing good weaves," Amiya Kumar Sharma, the executive director of the NGO, told The Telegraph.

He said it was a brand created to provide a viable market for the handwoven products by rural craftspersons.

"The ultimate aim is to create a direct weaver-customer relationship, which will be mutually beneficial," he added. A three-day exhibition is under way since Tuesday, displaying a wide range of cushion covers, saris, wraparounds, stoles, kurtas, runners, mats, sadors and gamosas.

He said the first showroom will be at Rajgarh Road here and will be operational after the Rongali Bihu. After that, a number of showrooms will be set up in other parts of the country.

"Our items have already been appreciated by the buyers from Assam and also from other parts of the country," he said.

"Our USP is that the weavers get yarn, trainings, designing and other kits and they do not have to worry about the marketing. Their earnings are higher now compared to other weavers. In fact, many weavers in the area now want to join the programme," he said.

He said initially a few clusters were identified and 30-35 weavers are selected by the organisation as master weavers.

These are then provided training, raw material and other kits if requires.

"Earnings are deposited in their bank accounts. Today, we have about 200 weavers and the target is to reach one lakh in the next three years, provided finance is
available from banks. We have already been working with more than one lakh weavers through other schemes," he added.

"There is a sense of empowerment among them, having learnt that these products are going to be sold all over the world through offline and online markets. We are concentrating mainly on upholstery."

Source:  https://www.telegraphindia.com/states/north-east/retail-outlets-for-handlooms-222769