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Customers now look to Silk Mark for purity

M. Soundariya Preetha
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Nearly 55 p.c. of textile retail outlets have gone for it

Authentic: Sew-in Silk Mark label used on fabric .
Authentic: Sew-in Silk Mark label used on fabric .

Silk is no more a fabric for just the traditional attire. A range of products, from handbags and cushion covers to readymade garments, are available in silk, giving customers several options to spend on it. For those who want to ensure that they are spending on pure silk, the Silk Mark vouches for its purity.

The Silk Mark, a quality assurance label, serves as a brand for generic promotion of pure silk. It is a registered Trade Mark and can be used in all silk products, including yarn, fabric, garment, carpets and saris. The scheme was introduced by Silk Mark Organisation of India (SMOI), a registered society, in 2004. It comes as a tag or a sew-in label and a hologram is affixed to the label. The hologram contains unique serial number which can be identified for its Authorised User and period of use.

According to an official of the Silk Mark organisation here, 1.75 lakh labels were issued since April this year in Coimbatore, Erode, Tirupur and Salem districts. The Silk Mark user can be the manufacturer or the retailer. Customers prefer to purchase silk clothing for weddings and main festivals. Hence, there is a constant demand for the label through out the year.

Silk purchase pattern is similar to jewellery purchase. Customers prefer to buy from a specific outlet, based on the family tradition. Nearly 55 per cent of textile retail outlets have gone for the Silk Mark. They use the mark extensively as it is a mark of purity.

Road show

The organisation plans to organise a road show here next month to improve awareness on the mark as the wedding season starts in January and silk purchases will increase, the official says.

S. Ashok, Managing Partner of Pothys, adds that awareness has improved among customers now and many of them look out for the label to ensure they are purchasing pure silk. The outlet uses the label on all pure silk products. Several retail outlets have started using it because of customer awareness.

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