Arvind Fashion's True Blue to promote Indian handlooms

In line with its vision to transform the way the world sees India, True Blue, a joint venture between Arvind Fashions Limited and Sachin Tendulkar, has signed a memorandum of understanding (MoU) with the ministry of textiles. 

The association is aimed at creating a new platform for Indian Handlooms by giving them a modern contemporary expression.

In accordance to the MoU, True Blue will source handloom products directly from local artisans and weavers, with support from the government.

The collection crafted using these products will be retailed as True Blue Handcrafted. These will be specialised products which cannot be replicated by the power looms.

"Our partnership with True Blue will allow weavers across India to satiate this demand and make their creations available to the masses. We are happy to share that True Blue will help the weaver’s community earn the much-deserved recognition and economic value for their offerings through a direct procurement channel. The ministry of textiles will do its due diligence with the weavers in quality management of the fabrics and adherence to SOPs," Union minister for textiles Smriti Irani said.

"It’s an honour to partner the ministry of textiles in this initiative to reinterpret the rich heritage of Indian craftsmanship and showcase it to the world. This would also uplift the lives of handloom weavers," Tendulkar added.

The True Blue Handcrafted merchandise will be available across all True Blue stores starting March 2019.