Andhra Pradesh’s Government is rolling out new initiatives to transform the handloom sector by broadening marketing avenues, integrating e-commerce platforms, and creating sustainable livelihoods for weavers.
According to Handlooms and Textiles Minister S. Savitha, the Government is focusing on strengthening welfare schemes for weavers while adopting innovative marketing strategies to promote handloom products. This includes the introduction of e-commerce channels and door-to-door delivery services.
The Andhra Pradesh Handloom Weavers’ Cooperative Society (APCO) has partnered with e-commerce platforms such as Amazon, Flipkart, and JioMart to expand the reach of traditional handloom products. This move enables consumers to directly access both traditional and ready-made garments, including weaves like Pochampally, Dharmavaram, and Mangalagiri sarees, alongside kurtas, gowns, and children’s wear designed to appeal to modern buyers.
APCO has integrated 40 showrooms across the state into its online sales network and reported online revenues of Rs. 45 lakh (US $ ) in a short period. The society has also launched promotional campaigns to further strengthen visibility and now operates 92 showrooms nationwide, with new outlets recently opened in Puttaparthi, Proddatur, Tekkali, Emmiganur, and Anakapalli. Plans are underway to organise handloom bazaars at both State and National levels.
To align with contemporary consumer preferences, APCO has engaged designers to develop products such as linen shirts, embroidered sarees, and other modern apparel. Training programmes are also being conducted to help weavers adapt to new design trends, thereby supporting additional employment opportunities.
Savitha noted that the Government’s collaborations with Co-optex, Tata Taneria, and the Aditya Birla Group have further strengthened marketing channels for Andhra Pradesh’s handloom products. She said these measures are intended to provide sustainable livelihoods for weavers throughout the year while reinforcing the state’s textile heritage and improving economic stability in the sector.
