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Kerala handloom to get international branding

THIRUVANANTHAPURAM: Battling to bounce back from the worst global recession that dropped the handloom and textile exports of Kerala by 40% in the last four years, the state government is set to develop regional branding for indigenous handloom products with attractive packaging to increase their demand in the international market.

“The state government has allocated Rs 1 crore for the branding exercise of indigenous handloom and textile products. Based on the uniqueness of products, six regions have been chosen for the branding scheme and the regions are Thrissur, Ernakulam, Thiruvananthapuram, Palakkad, Kasaragod and Kannur,” Indian Institute of Handloom Technology (IIHT) executive director Abdul Kareem Cheleri told TOI on Friday. The handloom and textile fabric will be imprinted with colourful designs of art forms, he said.

Regional brands include Kuthampally sarees of Thrissur, Chendamangalam textile brand of Ernakulam and Balaramapuram handlooms of Thiruvananthapuram. Similarly, the unique textile products from Palakkad, Kasaragod and Kannur will be selected for the branding exercise with a logo. Geographical Indication (GI) system based patenting of these brands will also be done, he said. Currently four regions – Thrissur, Ernakulam, Palakkad and Thiruvananthapuram – have already obtained GI.

“Branding will help develop the market for indigenous product. The domestic market can be tapped with hoardings and photographs of models in uniquely designed garments, displayed at public places and through advertisements on visual media and in cinema halls. Modernization of the sector with attractive packaging will also help showcase the product in international market and help boost exports,” said Abdul K Cheleri. The government plan to modernize the sector includes installation of the latest textile machinery of pneumatic lifting tables in 26 handloom societies and electricity-operated machines in 46 handloom societies.

However, as long as the global recession looms it would be difficult to attain an export upsurge, said Kerala Textile Exporters Organization president C Jayachandran. “The textile and handloom sector export from Kerala dropped from Rs 325 crore in 2008 to Rs 210 crore in 2012, which means 40% slump. Though branding can help export of textile products, there are limitations particularly when the traditional industry is in bad shape with huge labour costs and input costs,” Jayachandran said.

Short URL: http://www.cckerala.com/?p=11508

Posted by on Jun 10 2012. Filed under Kerala News. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

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