Indian e-commerce marketplace Kraftly has partnered with the Ministry of Textiles to engage with weavers and groups from Uttar Pradesh, Telangana, Assam and Andhra Pradesh, and promote handlooms.

Kraftly has signed a memorandum with the Development Commissioner of Handlooms from the Ministry of Textiles, which will enable it to sell products directly from weavers and artisans. These products will come under the ‘Indian Handloom Brand’ for authenticity.

The ‘Indian Handloom Brand’ is an initiative launched by Prime Minister Narendra Modi to promote quality handloom products and encourage weavers and artisans to showcase their artwork for the rest of the country.

Commenting on the partnership, Saahil Goel, co-founder and CEO, Kraftly, said in a statement: “We are looking forward to enabling the artisans and weavers to promote their products directly through the Kraftly platform and help in building an online presence for these sellers.

“We have got the ‘Indian Handloom Brand’ and ‘Handloom Mark’ logo on our website as well, and aim to create an additional source of livelihood for the weavers and craftsmen, and further promote the dying arts and handicrafts of India.”

Kraftly will also provide the craftsmen and weavers with infrastructural support in marketing, customer acquisition and data analytics to scale up their business. This includes helping these artisans in difficult areas such as payment automation, proper packaging, transportation and brand building exercises, making it convenient for their crafts to reach their audience.

Akshay Ghulati, chief business officer, Kraftly, said: “The handloom sector plays a vital role in our country’s economy. It is one of the largest economic activities, which is providing direct employment to over 65 lakh people who are engaged in weaving and allied activities.

“With this initiative, Kraftly is aiming to remove the middleman between artisans and consumers, making it possible for craftsmen to sell products directly without a mediator.”

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