Recently I watched 71 years old Mahalakshmi Krishnaswamy sitting in a hotel lobby in small town Kumbakonam and tapping away at the computer keyboard. Curiosity pulled me near her and with a smile she informed she was purchasing a sari online for her daughter-in-law who lived in another small town Marthandam. "I am on a temple tour and will be missing her birthday. So I thought of sending a gift," she said.
This was the first time Mahalakshmi was making an online sari purchase. "It is always better to feel the texture and warmth of the fabric and also see yourself in the mirror to check how the colours and designs wear on you," she says. But in situations like this, she quickly adds, to be able to buy something instantly and of your choice online is also very useful. That is the power of internet shopping as she has always seen her daughter-in-law logged on to Voonik, Koovs, XoXo, Myntra or Biba and many more such online fashion destinations to buy for different members in the family. But never does she buy a sari, Mahalakshmi says.
So where and how was she checking out the saris, I enquired with her. "Google search took me to a few sites, but they were either too expensive or too exclusive," she says. "I was also not confident of the quality and sure of the delivery till a friend suggested Loom World!"
"I was instantly struck by the variety offered under different categories and the pricing."
When Mahalakshmi clicked the 'buy now' button, she joined the expanding database of customers of loomworld's e-commerce website that was launched this January. Last month, more than 65,000 vibrantly coloured, attractively bordered, stunningly designed treats for any occasion -- the quintessential silk and cotton saree varieties from all over Tamil Nadu -- were not only added to the cart but also connected the buyer and the weaver directly.
With the institutional advantage of 1,300 plus Weavers’ Co-operative Societies, marketing under the apex Co-optex was seen as the weakest link in the previous years. On an average only 25 per cent was procured by the 200-odd Co-optex showrooms across the country and the weaver's societies were left with little marketing support.
"There is a huge market available and with 1000 plus handlooms and 300 power looms, we felt the need to tap it, increase our production and turn over with the local markets and beyond," says G.Latha, Director (Handlooms & Textiles).
The idea of a new brand of retail chain "Loom World" was born at the turn of the Century to help in liquidating the stock of primary handloom weavers. In the last 15 years, three outlets in Kancheepuram, two in Chennai, and one each at Coimbatore, Madurai, Tiruchi, Dharmapuri, Erode and Virudhunagar were created to offer marketing support to weavers' societies and develop as a brand name. But it is now with the online website that the implementing agency -- the TN Handloom Development Corporation -- plays a supplementary role in augmenting the visibility, marketing and sales of the products.
The best part about shopping handloom saris online at loomworld.in is that the highest wages and government subsidy goes directly to the weavers while the customer benefits from the various Government rebates. But more than that the technical know-how and skill set available with the weavers offer an enviable and original range of traditional designs and patterns, embroidery and grandeur.
Latha feels the online sales have a twin effect. It will help the youngsters return to their family profession of weaving once the wages are guaranteed and linked to profit and the demand-based increased production will also generate employment.
"We are also studying the trends online and learning about peoples' preferences and choices. With our ever evolving and innovative designs, our customer profile will also change as we hope to attract more younger people into buying saris," she says.
Relying on changes in the style of serving the customers and simultaneously pegging on affordability and profit, the loom business of fine counts in the State is set for a major overhaul.
The average sales turnover of Loom World at present stands at Rs.15 crores per annum. By introducing products other than sarees -- like dhoties and lungies, bedsheets, pillow covers and furnishings -- Loom World is targeting a production value of Rs.900 to Rs.1,000 crores per anum in the coming years.
Handloom weaving is one of the largest economic activities in the State with 1.89 lakh weaver households and 3.19 lakh weavers.
"We have to keep our pride for our unique handloom products," asserts Latha.
