Hans News Service Vijayawada

Handloomsand textiles commissioner Rekha Rani has called on handloom weavers to diversify their products, improve designs and align production with changing consumer preferences to expand markets and increase their incomes.

During her visit to the primary handloom cooperative societies at Angara and Pulugurtha in East Godavari district on Friday, the commissioner reviewed the products being woven, the functioning of the societies and their marketing practices. Interacting with weavers, Rekha Rani said product diversification and design development are essential for the sustainable growth of the handloom sector.

She urged weavers to move beyond traditional sarees by converting them into dress materials and introducing products with contemporary designs, colours and patterns that cater to evolving market demand.

She encouraged weavers to focus on value-added products, saying improved quality, innovative designs and an expanded product range would boost the demand for handloom products and help secure better returns.

At the Pulugurtha cooperative society, the commissioner reviewed the production process and directed officials to accord priority to product development and diversification.

She said developing dress materials and other innovative handloom products alongside sarees would create new market opportunities and improve the livelihoods of weaving families.

Rekha Rani instructed officials to focus on design improvement, product development, marketing and quality standards. She said consumer preferences and market trends should be studied regularly so that handloom products can be designed to meet customer expectations. She said the government’s objective is to expand market access through product diversification while ensuring better livelihoods for handloom families. Training is being provided to weavers in design development, product diversification and market-oriented production to help them create products that are more attractive to consumers, she added.

The commissioner also directed officials to strengthen marketing support and ensure weavers receive better prices for their products. Handloom products currently fetch between Rs 900 and Rs 4,000 per item, and further improvements in quality, design and product range could significantly enhance their earnings, she said. Rekha Rani urged weavers to make full use of the government’s support for the handloom sector and continue developing products that meet changing market requirements to strengthen the industry.