Tamil Nadu’s department of handlooms and textiles has launched a new E-Com site for loom world concept which will enable individual handloom weavers’ cooperative societies to sell their products separately.

The website is the department’s effort to get on the e-commerce bandwagon and market its ‘loom world’concept. “Loom world as a concept has been around for a while but it is not as widespread as Cooptex, which is the marketing cooperation for all cooperative societies,” a senior department official said.

Loom world is a more informal concept. It lets each individual cooperative society market its own wares. Its scale is also smaller with only nine against Cooptex which has more than 200.

Taking loom world to the digital world is the handloom department’s answer to scale up the concept. Co-optex can handle barely 30 per cent of the market that the whole of handloom cooperatives in Tamil Nadu need.

The department is also in talks with e-commerce majors like Flipkart and Snapdeal to widen the reach of handlooms, official sources said.