Biba to Market India Handloom Brand Garments: Smriti Irani
India’s Ministry of Textiles has joined hands with the ethnic apparel brand Biba and launched Monday India Handloom Brand garments at Biba’s flagship store at Lajpat Nagar, New Delhi.
Speaking at the launch function, the Union Textiles Minister Smriti Zubin Irani said that the Ministry of Textiles is focusing on promoting and reviving Indian handlooms and Indian weaves.
Smt. Irani said that India has a rich textile heritage and that an initiative such as this, wherein brands collaborate with the government’s initiative, would help make the programme bigger and more successful.
Under the collaboration, Biba will create apparels using the India Handloom Brand fabrics promoted by the Ministry of Textiles.
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To start with, the clothing line would comprise India Handloom Brand Pochampally Ikkat fabrics from the state of Telangana, and would be available at key Biba outlets.
The new Spring Summer Collection will have pieces with an additional tag of ‘India Handloom Brand’ to certify that the product is made using the quality fabric. This initiative will help popularize Indian handloom products, which will in turn help weavers and local artisans showcase their works on a wider platform.
The India Handloom Brand was launched by the Prime Minister of India Narendra Modi on 7th August last year in order to promote the branding of high-quality handloom products, with zero defects and zero effect on the environment.
Under the collaboration, according to the government, the India Handloom Brand fabrics would be made available at key Biba outlets across India.
Photo courtesy: Press Information Bureau
