The Hindu : Tamil Nadu / Chennai News : Co-optex to market Izhai in more places

Online edition of India's National Newspaper
Friday, Apr 11, 2008
ePaper | Mobile/PDA Version

Tamil Nadu

Tamil Nadu - Chennai

Co-optex to market Izhai in more places

Deepa H Ramakrishnan

CHENNAI: Until recently, a little over 11,600 weavers in 13 districts of the State were each making just Rs.40 a day weaving saris and dhotis meant for free distribution by the government.

But thanks to design interventions and training in the use of different weaves they now also make a range of other products such as stoles, shirting material, drapes, table runners, scarves, duppattas, heavy jeans and cushion covers.

Their products have been branded and grouped under the label of ‘Izhai’ and being marketed by Co-optex. Their product line was showcased last month at the launch of Izhai’s first outlet on the Co-optex premises in Egmore.

“Izhai products have been test-marketed in Delhi, Goa and Mumbai and they are doing well. In the past one month, products worth Rs.10 lakh have been sold through six showrooms of Co-optex in various parts of the country. Depending on the availability and need for Izhai products, we will be increasing the number of sales outlets in a phased manner. Though we are marketing the products through our showrooms we want to maintain Izhai’s identity,” said Co-optex Managing Director M.P. Nirmala. “With Izhai we have succeeded in making weavers to change their weave, materials and change the drape and appearance of the cloth. We have given them a whole range of products, which cater to today’s market. If handloom must survive, weavers need different kinds of fabrics that can be used as garments and furnishing, and now Izhai weavers make them.”

Printer friendly page
Send this article to Friends by E-Mail

Tamil Nadu