Business Daily from THE HINDU group of publications
Wednesday, Aug 19, 2009
ePaper | Mobile/PDA Version | Audio | Blogs
Business Daily from THE HINDU group of publications Wednesday, Aug 19, 2009 ePaper | Mobile/PDA Version | Audio | Blogs |
|
|
|
|
|
Marketing
-
Brands Industry & Economy - Textiles Variety - Fashion States - Andhra Pradesh Saris set to go global as World Bank gives thumbs-up
K.V. Kurmanath Hyderabad, Aug. 18 What does World Bank have to do with saris? Well, the bank has approved a project aimed at putting saris on the centre-stage of fashion wear. Being implemented by Asian Heritage Foundation, the five-stage plan will launch saris in global markets with a unified brand of JIYO! Besides imbibing the modern designs, the new brand will popularise 118 ways of wearing saris. About 20 JIYO! clusters will be set up in 4-5 States, covering about 20,000 artisans, including Bihar, Andhra Pradesh and Chattishgarh. The brand will also include furnishings, handicrafts, health products and food varieties as well. A massive nationwide campaign involving celebrities to promote saris and sari-making is being planned to bring back glory to saris. Designers of international repute will work with the weavers to fine-tune the output to position the product to suit the global needs. Ms Rita Kapoor Chisti, who has vast knowledge on the craft of sari making in India, points out that sari will fit in well in the modern scheme of fashion. “If one wants to show off, they can do it in style in saris,” she said, while lamenting the extinction of certain popular sari-making craft. Ms Rita was here to interact with handloom weavers from the traditional sari-making areas in Andhra Pradesh. As part of this, the foundation, along with Japan Social Development Fund (JSDF), has chalked out ‘1001 Saris’, a biannual international collection of saris. To achieve this, the lead teams will identify clusters in different parts of the country. “There is huge demand for Indian saris. Only, we need to change the designs to suit the requirements,” Mr Rajeev Sethi of Asian Heritage Foundation, says. As part of the initiative, Asian Heritage Foundation will work with weavers in Srikalahasti, Pochampalli, Uppada, Ponduru, Siddipet and Dharmavaram, which are traditionally famous for the designs. Similar initiatives are planned to popularise handicraft and ethnic foods of Andhra Pradesh at national and international levels. More Stories on : Brands | Textiles | Fashion | RBI & Other Central Banks | Andhra Pradesh
Article E-Mail :: Comment :: Syndication :: Printer Friendly Page
|
|
|
The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription Group Sites: The Hindu | The Hindu ePaper | Business Line | Business Line ePaper | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |
Copyright © 2009, The
Hindu Business Line. Republication or redissemination of the contents of
this screen are expressly prohibited without the written consent of
The Hindu Business Line
|