E-commerce marketplace, ShopClues has announced its partnership with National Handloom Development Corporation Ltd (NHDC). As per the terms of collaboration, ShopClues will use the ‘Indian Handloom Brand’ to promote products across the platform.

It shall also partner with NHDC and on-board specialized merchants uniquely trading in more than 70 indigenous products such as Tanjore Silk and Banarasi Silk that primarily cater to lifestyle, home furnishing and decor categories. In the first phase of the initiative, the e-commerce platform will go live with merchants from Madhya Pradesh, Andhra Pradesh, and West Bengal.

“ShopClues, since its inception, has given an impetus to Indian traditional art forms as well as MSMEs through numerous initiatives as well as campaigns. This iconic partnership will further enable the platform in meeting its overarching objective to preserve the vibrancy of the Indian culture. Moreover, as the nation heads towards a new and emerging digital India, the platform will additionally facilitate digital induction of the local artisans and will ensure they don’t lose relevance in the rapidly modernizing scenario,” Raunak Raheja, senior director – categories, ShopClues said.

The move shall boost etailer’s collection of ethnic and regionalized artistic products such as Polavaram cotton sarees, Jamdani silk sarees, Kancheepuram silk sarees, Mangalgiri cotton dresses, Balarampuram dhotis, and many more exotic Indian offerings.

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