Handloom Marketing Assistance (HMA)

Objectives:

• Develop and promote marketing channels in domestic and export markets and bring about linkage between the two in a holistic and integrated manner.
• Provide marketing opportunities to handloom workers with special focus on talented and uncovered weavers.

Components of HMA:

• Domestic Marketing Promotion
• Handloom Export Promotion
• Setting up of Urban Haats
• Marketing Incentive (MI)

1. Domestic Marketing Promotion

Types of Expos/Events, Craft Melas, Virtual Expos and Miscellaneous activities:

• Domestic Expos (National Handloom Expo, State Handloom Expo & District Handloom Expo).
• Crafts Melas
• Dilli Haat Exhibits
• Brand Building
• National Handloom Day
• Handloom Awards
• GeM On-boarding
• Miscellaneous Promotional activities/events
• Virtual Expos (for both domestic and international)

General principles applicable to all domestic marketing expos/ events/Craft Melas/Dilli Haat:

• Organization of at least one exclusive expo in each State with specific focus on uncovered & talented weavers.
• In all domestic marketing expos/events/Craft Melas/Dilli Haat, 20% stalls are to be allotted to uncovered & talented weavers. In case the number of such weavers fall open lottery as applicable. Participation fee charged by Dilli Haat Authority in respect of uncovered & talented weavers be borne by Office of the DC (HL).
• WSCs/States should prepare a list of uncovered & talented weavers to be updated from time to time, on the basis of their financial status, workmanship, products marketing capabilities etc. of weavers.
• Weavers who got recommended for Handloom Awards by the Zonal/Head Quarter Level Selection Committee but did not make to final select list are to be considered under talented weavers’ category.
• Handloom agencies/weavers registered under HLM/IHB would be eligible for participation in marketing expos/events.
• Handloom agencies/Weavers whose applications for registration are under consideration for HLM/IHB are to be considered for participation in expos/events.
  Annual marketing calendar for organization of marketing expos/events etc. shall be approved by DC (HL) on the basis of past performance of IAs and an indicative target shall be communicated to the States/UTs and State & National level IAs.

1. (i) Guidelines for organizing Domestic expos:

Funding pattern, participation, period for Expos/Events, Craft Melas & Virtual Expos: