As part of government’s efforts to promote and popularize Indian Handloom brand among the youth and support the fashion industry. The Ministry of Textiles has entered into joint partnership with NDTV Ethnic Retail Ltd. This was announced by the Centre on Thursday.

The venture will promote and launch NDTV’s Indianroots Fashion Accelerator project, which claims to enable innovation in the fashion industry. The venture will also provide an interface where fashion professionals will be able to connect with the handloom sector and access facilities such as Weavers Service Centres and handloom clusters.

The initiative will connect fashion designers with Handloom sector in an organized manner, the release said.

The government will support the Indianroots project and help it grow as part of the three-year MoU that was signed on May 10 at Udyog Bhawan, New Delhi. Mr Aneesh Nair, Chief Innovation Officer, NDTV Ethnic Retail Limited was present on the occasion.

Development Commissioner (Handlooms) Alok Kumar said that they see this partnership as a welcome move, it will collaboratively take forward the vision of India Handloom and the “Make In India” vision of Prime Minister Narendra Modi. The initiative would help them in their objective of promoting traditional handwoven products of India.

Their vision is to touch every Indian with the cultural legacy of India. This will also help them engage with youngsters and designers who will take handloom legacy forward.