Cooptex, the state handloom weaver's cooperative society had declared Friday as Veshti Day with the idea for promoting the handloom industry, prompting all male employees in government offices to go to work in traditional attire consisting of the white shirt and veshti.

Cooptex officials said that they were encouraged by the tremendous response they received from the public. The sales in the past one week is double that of the previous year, said G Rajasekaran, regional manager, Cooptex, Coimbatore.

Similarly, there was a tremendous response at the stalls set up at various office premises including the collectorate and Tamil Nadu Agricultural University (TNAU). Many professors and students were seen wearing the traditional dress. The response was encouraging with most professors and even students wearing the traditional dress, said C Karthikeyan, assistant public relations officer (PRO) TNAU.

Senior officials said that they had informed their employees about the day and had suggested they wear the traditional dress. The school education department had also sent information to all school headmasters. School officials said that they had sent the information through mail on Thursday. However, in some offices the message was not conveyed effectively. The information was sent by mail but some supervisors may not have seen it in time, said an official.

'Dhoti' or 'Veshti' day was also celebrated in Salem and Krishnagiri district Collectorates here on Friday. All male government employees including the district Collectors K Maharabushanam and TP Rajesh reported for duty in the traditional attire.

Following an appeal from Co-Optex Managing Director U Sagayam to wear dhotis to help weavers, it was decided to observe 'Dhoti Day' on January 6. Based on his request, dhotis were sold on the Krishnagiri Collectorate premises to enable government employees and others visiting the collectorate to buy them, said TP Rajesh, district collector.

In Salem, collector K Maharabushanam inaugurated the sales in the presence of officials from various departments. The Collector also appealed to all officials to wear dhotis not only on the 'Dhoti Day' but whenever they get chance.

In some government offices, stalls were set up, where staff could buy the traditional garb. Rajasekaran said that this effort before Pongal has helped boost the handloom industry. This has revived their market. They hope officials and the public will support them in the days to come.