The Government of India has launched a policy framework to promote e-marketing of handloom products, in order to promote marketing of handlooms in general and to reach the younger customers in particular. The policy framework has been developed by the Office of Development Commissioner (Handlooms) under the Ministry of Textiles, with the key objectives of promoting the interests of both producers and consumers of handloom products. Under the policy framework, the Office of DC (Handlooms) would collaborate with approved e-commerce entities in promoting e-marketing of handloom products, in a transparent, competitive and effective manner. The policy thus widens the existing ambit of institutional collaboration between Office of DC (Handlooms) and e-commerce players.
Any e-commerce entity willing to work for promotion of online marketing of handloom products in collaboration with the Office may apply for the same. The application will be scrutinized by a specially constituted Committee. After satisfying itself about the track record and turnover of the applicant, the committee would give its recommendations, keeping in view the handloom fabric producing areas proposed to be covered through e-marketing and the proposed rollout plan. Decision on the application will be taken after duly considering the recommendations of the committee. Processing of applications will be completed within three weeks.