MUMBAI: In line with its vision to transform the way the world sees India, True Blue, a joint venture between Arvind Fashions Limited and cricket legend Sachin Tendulkar, has signed a memorandum of understanding (MoU) with the ministry of textiles.
The association is aimed at creating a new platform for Indian handloom products by giving them a “modern contemporary expression”.
In accordance to the MoU, True Blue will source handloom products directly from local artisans and weavers, with support from the government.
The collection crafted using these products will be retailed as “True Blue Handcrafted”, the company said in a statement. These will be specialised products which cannot be replicated by the power looms, making it their USP.
“Our partnership with True Blue will allow weavers across India to satiate this demand and make their creations available to the masses. We are happy to share that True Blue will help the weaver’s community earn the much-deserved recognition and economic value for their offerings through a direct procurement channel. The ministry of textiles will do its due diligence with the weavers in quality management of the fabrics and adherence to SOPs,” Union minister for textiles Smriti Irani stated.
“It’s an honour to partner the ministry of textiles in this initiative to reinterpret the rich heritage of Indian craftsmanship and showcase it to the world. This would also uplift the lives of handloom weavers,” Tendulkar added.
True Blue will partner with craftsmen from various states and areas such as Kanchivaram (Tamil Nadu), Baluchari and Jamdani (West Bengal), Paithani (Maharashtra), Chanderi and Maheswari (MP), Muga (Assam) and Patola (Gujarat).
“There are over 43 lakh (4.3 million) handloom weavers in India and more than 23 lakh (2.3 million) handlooms. The textiles ministry is taking efforts for skilling weavers, providing design inputs, best in class raw materials and tools amongst other things. This empowers them so they continue to remain engaged in this craft. We believe that our retail strength and understanding of consumer behaviour can make a difference in bringing wide recognition and value to these gifted artisans and craftsmen,” Arvind Fashions executive director Kulin Lalbhai stated.
The True Blue Handcrafted merchandise will be available across all True Blue stores starting March.
