Fri, Dec 9, 2016 | updated 11:18 AM IST

Amazon Fashion, DC Handloom tie-up to expand its 'Crafted in India' selection

Updated: Aug 06, 2016 12:40 IST

New Delhi, Aug 6 (ANI): In lieu of National Handloom Day on August 07, Amazon.in today announced the launch of new selection to further expand the scope of its Crafted in India store, a dedicated store front for authentic traditional selection crafted by hand in India.

The store now offers over 50 distinct regional crafts with over 4,000 products curated across sarees, apparels, shoes and jewellery.

Crafted in India store now offers regional selection sourced directly from handloom clusters under a partnership with Development Commissioner of Handloom, large organized brands like Jaypore, Fabindia, Indusdiva and Unnati Silks, State entities such as Tantuja (West Bengal), APCO (Telangana), and more.

Amazon.in under its partnership with DC Handloom, has enabled cooperatives and master weavers across Kota in Rajasthan, Nadia in West Bengal and Bargarh in Odisha to launch over 1,000 selection in the store.

All products are validated either with government certifications like handloom mark/India handloom brand or by retailers, ensuring availability of genuinely hand-crafted products to shoppers.

Amazon.in is well positioned to bring forth digital opportunity to thousands of skilled weavers and artisans in rural India, giving them direct access to customers in every nook and corner of the country.

The objective behind Crafted in India store is to provide the country's unmatched craftsmanship with a much broader reach, empower them to find appreciative buyers across the country and unlock the true potential of their skill sets.

"Amazon.in has been steadily supporting skilled weavers and artisans across three Indian states through their successful foray into digital commerce. Seeing their products come alive on digital stores like Crafted in India on Amazon.in, we are sure to make remarkable progress in boosting the sales of authentic handloom products in the country," said Development Commissioner (Handlooms), Alok Kumar.

"We appreciate Amazon for spearheading this significant transformation of some of India's old trades and crafts and preparing them to participate in today's vibrant digital economy," added Kumar.

"National Handloom Day celebrates the contribution of India's skilled craftsmen and marks their foray into mainstream consumer consciousness. On this occasion, we are happy to announce the launch of new handloom and handicraft selection on the Crafted in India store that celebrates the long-standing and superior craftsmanship of our country," said Category Leader Apparels Amazon Fashion, Puneet Gupta.

"We see ourselves as enablers and are humbled to see weavers get online where customers can now find selections as unique as Illkal, kasavu and Gadwal on our platform. This is just a start! Our aim is to gradually include every possible hand-crafted product on the store for the benefit of both - craftsmen and customers," added Puneet Gupta.

With this expansion, customers can handpick their favorite regional craft from a wide selection of merchandise that includes Venkatgiri, Chirala, Mangalgiri, Upadda and Pochampally from Andhra Pradesh; Madurai cotton and Salem silk, Kanjeevaram silk, Chettinad sarees, Coimbatore Sico sarees from Tamil Nadu; Mysore silk, ilkal sarees, and Bangalore silk from Karnataka amongst others. (ANI)