Priyanka Chopra will now promote Indian handlooms. Zohra Chatterjee, secretary, ministry of textiles, announced that the actress will be the brand ambassador for Banarasi saris
Priyanka Chopra has often flaunted her love for saris and now expect the actress to talk more about saris and even the art of making them. The actress has been chosen as the brand ambassador of Banarasi saris by the ministry of textiles. After Prime Minister Narendra Modi’s allocation of funds for the handloom sector in the Union Budget, Zohra Chatterjee, secretary, ministry of textiles, announced that “Priyanka won’t only be the brand ambassador but will also help Banarasi saris gain prominence in the fashion world.” The announcement was made by Chatterjee in a meeting with the weavers of Varanasi.
While the Bararasi silk saris would be at the forefront of this branding, the larger branding by the actress would be for the Indian handloom industry. The union government wants to promote the desi handloom and textile industry in a big way around the world. “A detailed publicity campaign is being planned for the same,” said a senior bureaucrat.
Banarasi saris have always been the representative of Indian culture and heritage. Made of finely woven silk, they are known for their opulent embroidery and gold and silver zari. Designer Madhu Jain feels that Bollywood has strong influence on people and with Priyanka chopra endorsing the Banarasi saris, the demand for the Indian weaving industry is likely to increase. “Association creates awareness, which in turn will create more demand eventually generating more revenue. This will give a huge boost to the weaving industry. It is great that the government has taken this initiative because without the government’s funding, no designer house can successfully execute such a major step,” she said.
The union government, it is learnt, is also toying with the idea of opening a National Institute of Fashion Technology (NIFT) in the temple town after which the products of the weavers in the city would be “integrated and upgraded” with the help of the institute, officials informed.
“This is a great idea as the students will have access to a treasure trove of textiles. Just like old wine in new bottle, the fresh ideas will lead to innovations with the ancient fabric,” said Jain. Keeping up with his promise made during the campaigning of the lok Sabha elections, Prime Minister Modi reportedly has also asked the textile ministry to explore options for early setting up of a trade facilitation centre, officials said.
inputs IANS