Handloom items to get brand mark

India's 3.2 million weavers can benefit from the government's move to brand all handloom products.

Prime Minister Manmohan Singh is expected to launch by this month-end a handloom mark that will establish the authenticity of handwoven products.

Under this initiative, all handloom produce will be branded under the specially designed handloom mark which will help buyers identify authentic material made by the hand-weaving process.

The branding move will also endeavour to popularise handloom products amongst the younger generation and add to its desirability.

"There are so many diverse handloom products ranging from exquisite sarees to simple bedsheets that are made by weavers. Since there is no economies of scale in small quantities, we want to give a collective identity to all handloom produce," Textile Committee Secretary Rajiv Agarwal said.

"Simultaneously, we also want to popularise handloom in the Indian market, especially with the younger generation. The branding exercise will also ensure that a buyer gets genuine products, as there have been cases of powerloom products being passed off as handloom ones."