Prime Minister Narendra Modi’s initiative in the textile sector to promote Indian Handloom as a brand has propelled weavers to the forefront in the country’s fashion Industry, says designer Narendra Kumar.

Aiming to promote the splendid art and rich legacy of India’s handloom industry, Modi had last year unveiled the ‘India Handloom’ brand last August 7 to showcase the government’s efforts to empower weavers and artisans.

“This focus on enabling the Indian handloom industry to grow has helped weavers take the forefront in the Indian fashion industry,” Kumar, who is also the Creative Director of e-commerce site Amazon Fashion, told IANS in an email interview.

The brand has recently come up with India Modern concept that gives customers a chance to create their own fashion statement with the use of Indian textiles.

“India Modern as a concept not only encapsulates the transformation in fashion that we witness today but also is a phenomenon that captures fashion preferences of today’s global citizens.

“Taking this concept beyond the ramps of the fashion week, we launched our latest TVC (TV commercial) campaign around ‘citizens of fashion’ that highlights these very sections of customers who have global fashion aspirations without losing their Indian identity.

“It carves out a niche for our consumers to define their personal style as uniquely and as stylishly as possible. It’s a mix and match between top brands, with Indian touch – whether it’s a Banarasi kurta paired with torn denims and sneakers or a T-shirt with pants and funky Indian jewellery,” he said.

It’s not the first time that Amazon India has come up with an initiative that promotes Indian handloom.

“Development Commissioner Handloom under the Union Ministry of Textiles recently partnered with Amazon India to help weavers take their business online and cater to lakhs of customers across the globe.

“Amazon India has been authorised to engage with weavers in Kota in Rajasthan, Nadia in West Bengal, Bargarh in Odisha and Bijoynagar in Assam and handhold them to successfully sell on our platform,” said Kumar.

“All products listed by weavers under this program are being made available through the ‘Crafted in India’ store on Amazon Fashion. These products carry government certifications – ‘India Handloom Brand’ and ‘Handloom Mark’, ensuring the availability of quality selection to shoppers across the globe,” he added.