Shawl-makers rope in design houses for diversification

Perturbed over dwindling sales, Amritsar-based shawl-makers are planning to tie up with design houses for diversification and to introduce innovative designs. Manufacturers mentioned consumers changing preferences has affected the industry which affected the sales, so they are contemplating to introduce new products to sustain.

Taking a step forward in this direction, the association of woolmark shawl licencees i.e. Shawl Club would meet Woolmark officials next week.

The overall size of the Industry is about Rs 1000-1200 crore with majority of the units in SME sector.

At present Amritsar boast of about 150-200 units and employs over 50,000-60,000 people directly and indirectly. While the entire country exports shawls and stoles worth Rs 500-600 crore annually, with Amritsar having the lion share. The rest of the market is captured by Ludhiana, Kullu, Srinagar and other locations.

Speaking to Business Standard, Shawl Club(India) General Secretary, Piara Lal Seth said," There was a time when Indian shawls became an international fashion 'statement' and which further given an unexpected boost to the shawl makers of Punjab especially Amritsar. The smaller sized shawls(stoles) was very much popular among the youths. But for the last couple of years we are witnessing negative growth as slowly and gradually shawl is loosing interest among the youths and they are preferring other hosiery products like Jackets, Pullovers over shawls. Since majority of the population in India are youth, so it has affected our sales."

"Four years ago, the Industry was witnessing double digit growth so, everybody expanded by infusing fresh capital, now since growth is not happening, the SMEs are witnessing trouble times," said another Shawl manufacturer.

It is pertinent to mention here that in past, in order to meet the demand, the SMEs installed latest state-of-the art imported machinery. From the modest beginning in 2002 with two shuttle-less looms, now the Industry boast of over 300 looms. While there are 1500 traditional looms in the city.

According to the Industrialist, the introduction of shuttle-less loom with electronic Jacquard of Italian make, has revolutionised the quality and pace of work. Further, in comparison to traditional looms, shuttle-less looms manufactures fabric of superior quality.

However,lack of orders and demand has put them in jittery condition.

COSY CORNER

| At present, Amritsar boast of 150-200 units and employs over 50,000-60,000 people directly and indirectly

| The entire country exports shawls and stoles worth Rs 500-600 crore with Amritsar having the lion share