Our Honorable Prime Minister of India, Shri Narendra Modi, had promised during his electoral campaign to raise the prestige of Banarasi silk sari weavers by making their brand of saris the representative of Indian culture and heritage.
The weavers of these saris have often complained that they do not enjoy exposure to bigger markets. The tradition of weaving these saris is almost 800 years old, and they have been in demand for centuries from almost all parts of India. However, during the past two decades, this art and industry have declined rapidly in the face of increased competition from cheaper alternatives.
As an advent of his promise, the Ministry of Textiles has legitimately announced that Priyanka Chopra, the bright star of our tinsel town, would be heading the promotional scheme for fund allocations for the handloom sector in the Union Budget.
Priyanka Chopra has often brightened up the red carpets with exquisitely designed saris and has voraciously expressed her love for them. Taking this love to the next level, Chopra is going to drape these nine-yard wonders and step out for the world to see, in the capacity of a proud ambassador.
The demand for them is sure to increase with such an undeniably popular star with a global fan following endorsing the Banarasi saris.
K P Verma,assistant Director(Handloom and Textiles), Varanasi Division, Ministry of Textiles said that It would be some time before the entire promotional scheme takes shape, but "it is likely to include ad campaigns, putting up hoardings at vantage points and other measures for promotion of the Banarasi saree. The idea is almost similar to that of Amitabh Bachchan being roped in for Gujarat Tourism
Union textile secretary Zohra Chatterji added that Priyanka won’t only be the brand ambassador but will also help Banarasi saris gain prominence in the fashion world.
According to officials,the idea of introducing National Institute of Fashion Technology (NIFT) in the holy city of Varanasi will also be triggered by the Union government .This would provide considerable help to the weavers for integrating and upgrading their products .
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