Aditya Birla Fashion and Retail owned menswear brand Peter England and Development Commissioner Handlooms under the Ministry of Textiles have joined hands to promote handloom products.
In a strategic announcement event on Monday in the national capital, Peter England signed a partnership agreement, under which it will collaborate with handloom weavers from Mangalgiri in Andhra Pradesh to develop a India Handloom Brand collection.
Initially an unique collection of shirts in 18-20 styles would be retailed at prices starting from Rs 1,699 across Peter England stores in Delhi and NCR.
Speaking at the event, Textiles Minister Smriti Irani said, "Authentic handloom products have always found resonance with Indian consumer. Weavers will get the right value and visibility in the mens fashion garments market for their quality fabrics through this partnership with Peter England and their direct sales channel."
"We are presenting 17 designs today in this limited edition which are available in 15 Peter England stores in Delhi-NCR. We plan to expand our collection to 75 stores from current 15 across the country in the coming financial year," Manish Singhai, Brand Head-Peter England said.
Development Commissioner (Handlooms) Alok Kumar was also present at the event.
"Ministry of Textiles had done research about marketing of India Handloom Brand products. One of the major findings was that the product range has a very big gap for branded mens formals," he said.
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