Handloom Marketing Assistance (HMA)

Objectives

• Develop and promote marketing channels in domestic and export markets and link the two in a holistic and integrated manner.
• Give marketing opportunities to handloom workers, with special focus on talented weavers and weavers not covered so far.

Components of HMA

• Domestic marketing promotion
• Handloom export promotion
• Setting up of Urban Haats
• Marketing Incentive (MI)

1. Domestic marketing promotion

Types of expos and events, craft melas, virtual expos and other activities:

• Domestic expos (National Handloom Expo, State Handloom Expo and District Handloom Expo)
• Craft melas
• Dilli Haat exhibits
• Brand building
• National Handloom Day
• Handloom awards
• GeM on-boarding
• Other promotional activities and events
• Virtual expos (domestic and international)

General principles for all domestic marketing expos, events, craft melas and Dilli Haat

• At least one exclusive expo is organised in each State with specific focus on talented weavers and weavers not covered so far.
• In all domestic marketing expos, events, craft melas and Dilli Haat, 20% of the stalls are allotted to talented weavers and weavers not covered so far, by open lottery where applicable. The participation fee charged by the Dilli Haat authority for these weavers is borne by the Office of the Development Commissioner (Handlooms).
• Weavers' Service Centres and States prepare a list of talented weavers and weavers not covered so far, and update it from time to time on the basis of their financial status, workmanship, and ability to market their products.
• Weavers who were recommended for Handloom Awards by the Zonal or Headquarters Level Selection Committee but were not in the final list are treated as talented weavers.
• Handloom agencies and weavers registered under Handloom Mark (HLM) or India Handloom Brand (IHB) are eligible to take part in marketing expos and events.
• Handloom agencies and weavers whose applications for HLM or IHB registration are under consideration are also considered for participation.
• The annual marketing calendar for expos and events is approved by the Development Commissioner (Handlooms) on the basis of the past performance of the implementing agencies. An indicative target is given to the States and Union Territories and to the State and national level implementing agencies.

1. (i) Guidelines for organising domestic expos

Funding pattern, participation and period for expos and events, craft melas and virtual expos: