A Memorandum of Understanding (MoU) has been signed between The Development Commissioner (Handlooms), Ministry of Textiles, Government of India and NDTV Ethnic Retail Ltd. for popularizing India Handloom textiles as a fashionable product for youth. The three-year MoU was signed at Udyog Bhawan.

The joint endeavour will endorse and launch a project, Indianroots Fashion Accelerator (IFA), a project by NDTV to support fresh talent and to support new and innovative ventures in fashion industry. Government will support the project with incubation and production support.

India Handloom Brand will also provide an interface where fashion professionals will be able to accesses facilities such as Weavers Service Centres and handloom clusters. The initiative will connect fashion designers with Handloom sector in an organized manner.

“We see this partnership as a welcome move, it will collaboratively take forward the vision of India Handloom and the “Make In India” vision of Honourable Prime Minister Shri Narendra Modi. The initiative would help us in our objective of promoting traditional handwoven products of India. Our vision is to touch every Indian with the cultural legacy of India. This will also help us engage with youngsters and designers who will take our handloom legacy forward”. Development Commissioner (Handlooms), Shri Alok Kumar ,Shri Aneesh Nair, Chief Innovation Officer, NDTV Ethnic Retail Limited was also present on the occasion of signing of the MoU.