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Related Keywords: Ecommerce player, geographical indication, master weaver, Najma Heptullah, online retail, partnership with government scheme, platform to market creations, preserve traditional ancestral arts and crafts, promote art and craft, Shopclues, Union minister for minority affairs, upgrade skill, USTTAD scheme for minorities

The e-commerce player Shopclues is in a partnership with the Government’s scheme for minorities, Upgrading Skills and Training in Traditional Arts/Crafts for Development (USTTAD) which aims at upgrading skills and preserving traditional ancestral arts and crafts of minorities.

ShopClues would help beneficiary artisans understand the existing demand in e-commerce market and enable them to cater to it. They would also be able to take advantage of wide reach of the e-commerce platform to market their creations.

Related Keywords: Assam Silk Industry, Endi cloth, Eri silk, geographical indication, haven for silk fabric, indigenous silks, Muga silk, Pat silk, rising prices, Silk village Sualkuchi, traditional silk industry

Silk village Sualkuchi some 30 km from Guwahati in Assam is a haven for silk fabric. Muga silk and Pat silk along with Eri silk and Endi cloth from this region is famous for its quality. Currently, the beleaguered traditional silk industry of Sualkuchi is now looking on to the new generation of Sualkuchi people and their innovations for its survival.