Weavers from Chirala, which derives its name from word chira (sari), have carved a niche for themselves, making silk and cotton fabrics for men and women for centuries.

But the going has been tough in the era of global textile competition, and members of GenX from the community from across the State have been quitting the profession. Many weavers have also been hurt by the GST regime.

But a group of enterprising weavers in the handloom town want to show that some innovation can make things different. They have taken to making organic Khadi dress material for women in a big way.

Even if the khadi dress material is a bit costly, they are in great demand as they are free from chemicals that harm the skin. The dress material made with natural dyes are particular favourites, say the weavers. They have been producing environment-friendly dress material in a span of just three days. What makes some dress material special is that it carries seed remnants.

Guntur cotton

The weavers first came out with eco-friendly khadi shirting material for men. “Encouraged by the good response, we now make dress material — top, salwar and dupatta — from good quality cotton produced by farmers from neighbouring Guntur district,” said Indira Abhyudaya Silk Handloom Weavers Society president B. Shyam Sundar.

But saris are never out of fashion, and the target audience includes youth. “We will soon come out with khadi saris as well, anticipating a good demand from women of all ages,” adds S. Aruna, an expert at producing dress material from the Janarpeta area.

With elections round the corner, new demand is expected. We hope to bag orders from politicians as well as party workers, said B. Balashankar Rao, who takes his consignment of specially-made khadi dress material to “Neta Bazaar.”

Still mostly offline

Though these weavers had launched online marketing, the bulk of the sale happens through Neta Bazaar in Chirala.

The clothes are also popular at handloom expos organised by the Union and State Governments, according to weavers.

source: http://www.thehindu.com / The Hindu / Home> News>States> Andhra Pradesh / by S.Murali / Ongole – August 03rd, 2018