Amazon Fashion ties-up with DC Handloom to further expand its Crafted in India selection

Brings India’s weavers and artisans directly to customers’ doorstep; launches new selection of authentic Indian Handcrafted products on the dedicated store

Bengaluru, August 5, 2016: In lieu of National Handloom Day on August 07, today announced the launch of new selection to further expand the scope of its Crafted in India store, a dedicated store front for authentic traditional selection crafted by hand in India. The store now offers over 50 distinct regional crafts with over 4,000 products curated across sarees, apparels, shoes and jewellery.

Crafted in India store now offers regional selection sourced directly from handloom clusters under a partnership with Development Commissioner of Handloom, large organized brands like Jaypore, Fabindia, Indusdiva & Unnati Silks, State entities such as Tantuja (West Bengal), APCO (Telangana), and more., under its partnership with DC Handloom, has enabled cooperatives and master weavers across Kota in Rajasthan, Nadia in West Bengal and Bargarh in Odisha to launch over 1,000 selection in the store. All products are validated either with government certifications like Handloom Mark/India Handloom Brand or by retailers, ensuring availability of genuinely hand-crafted products to shoppers. is well positioned to bring forth digital opportunity to thousands of skilled weavers and artisans in rural India, giving them direct access to customers in every nook and corner of the country. The objective behind Crafted in India store is to provide the country’s unmatched craftsmanship with a much broader reach, empower them to find appreciative buyers across the country and unlock the true potential of their skill sets.

Alok Kumar, Development Commissioner (Handlooms), said “ has been steadily supporting skilled weavers & artisans across three Indian states through their successful foray into digital commerce. Seeing their products come alive on digital stores like Crafted in India on, we are sure to make remarkable progress in boosting the sales of authentic handloom products in the country. We appreciate Amazon for spearheading this significant transformation of some of India’s old trades & crafts and preparing them to participate in today’s vibrant digital economy”.

Commenting on this initiative, Puneet Gupta, Category Leader, Apparels, Amazon Fashion said, “National Handloom Day celebrates the contribution of India’s skilled craftsmen and marks their foray into mainstream consumer consciousness. On this occasion, we are happy to announce the launch of new handloom and handicraft selection on the Crafted in India store that celebrates the long-standing and superior craftsmanship of our country. We see ourselves as enablers and are humbled to see weavers get online where customers can now find selections as unique as Illkal, kasavu & Gadwal on our platform. This is just a start! Our aim is to gradually include every possible hand-crafted product on the store for the benefit of both – craftsmen and customers”.

Talking about the partnership with DC Handloom and the opportunity to enable millions of artisans to e-commerce, Gopal Pillai, Director & GM, Seller Services, Amazon India, said, “Our partnership with the Development Commissioner of Handloom allows us to transform the lives of thousands of weavers & artisans in the country. It is truly aligned with our mission of transforming the way India buys and sells. We’ve have been continuously engaging with the government, already organized workshops in multiple clusters and trained hundreds of weavers. We are very happy with the early results and the success of this initiative. We will continue to handhold many more weavers across regions so they can get the right value by selling their products directly to customers on, thereby benefitting from the growing digital economy”.

With this expansion, customers can handpick their favorite regional craft from a wide selection of merchandise that includes Venkatgiri, Chirala, Mangalgiri, Upadda & Pochampally from Andhra Pradesh; Madurai cotton and Salem silk, Kanjeevaram silk, Chettinad sarees, Coimbatore Sico sarees from Tamil Nadu; Mysore silk, ilkal sarees, & Bangalore silk from Karnataka; Kerela kasavu from South India; Tangail & Kantha from West Bengal; Begumpuri, Sambalpuri from Orissa; Madhubani & Bhagalpuri from Bihar and Banarasi & Chikankari from Uttar Pradesh; Kota Doriya from Rajasthan; Chanderi from Madhya Pradesh.

Amazon Fashion is among the top three stores on With more than 15,000 brands (including 6,000 top fashion brands) and over two million fashion products. Amazon Fashion also has the largest selection in categories like handbags, kid’s apparel, watches, fashion & precious jewellery.

All customers on and the Amazon mobile shopping app have easy and convenient access to over 65 million products across hundreds of categories. They benefit from a safe and secure ordering experience, convenient electronic payments, Cash on Delivery, Amazon’s 24x7 customer service support, and a globally recognized and comprehensive 100% purchase protection provided by Amazon’s A-to-Z Guarantee. They can also enjoy’s guaranteed one-day, two-day delivery, Sunday and Morning delivery on products fulfilled by Amazon.


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