The union ministry of textiles was teamed by Indian fashion e-tailer Myntra to directly work with weavers in order to promote the handloom sector. Myntra along with some of its partner brands will offer artisans and their products access to new customers and opportunities through an online store for handloom products.

About 49 Myntra-associated brands have committed to be a part of the initiative, including W, Biba, Peter England, Raymond, Welspun, Chennai Silks and Metro and source handloom products from the weaver community.

Myntra will be launching its new handloom brand at its upcoming annual brand summit, The Tech Threads, on November 2 in Bengaluru, an official sources said.

Myntra aims to achieve a ten-fold growth in sales of handloom ethnic wear for women by the next year, company CEO Ananth Narayanan said.

– Apparel and Textile News, Apparel Talk, Indian Apparel