The Chettinad cotton saree, which inherited the intricacies of now out-of-vogue and over a century-old‘Kandangi’ pure silk sarees, has won the ‘India Handloom’ tag for its unique designs and identity.
The Textiles Committee, Union Ministry of Handlooms and Textiles, Mumbai, registered the Chettinad cotton saree under the India Handloom Brand Scheme after checking various quality parameters stipulated by the Standard Operating Procedure (SOP) and offered a logo.
The Ministry, in its recent communication, authorised the Amarar Rajiv Gandhi Handloom Weavers Cooperative Society, which produced the sarees, to use the brand and logo for marketing the product.
The sarees are already popular in New Delhi and Mumbai and countries such as Malaysia and Singapore.
The procedure for the branding began in October last year when the weavers service centre in Chennai and the textiles committee in Madurai made a site inspection followed by inspection of looms and interaction with weavers.
-More at TheHindu