As per the collaboration, 'India Handloom Brand' fabrics will be made available at key BIBA outlets across India. BIBA will also create apparels using the India Handloom Brand fabrics promoted by the Ministry of Textiles.
Speaking at the launch function, Union Textiles Minister Smriti Irani said the ministry is focusing on promoting and reviving Indian handlooms and Indian weaves.
The minister pointed out that India has a rich textile heritage and that an initiative such as this, wherein brands collaborate with the government's initiative, will help make the programme bigger and more successful.
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 popularise Indian handloom products, which will in turn help weavers and local artisans showcase their works on a wider platform," the textiles ministry said.
The India Handloom Brand was launched by Prime Minister Narendra Modi in August last year to promote the branding of high-quality handloom products, with zero defect and zero effect on the environment.
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