MUMBAI: The Development Commissioner (Handlooms), Ministry of Textiles, Government of India and NDTV Ethnic Retail Ltd. has signed a memorandum of understanding for popularizing India Handloom textiles as a fashionable product for youth. The three-year long agreement has been signed on 10 May at Udyog Bhawan. 

With this joint endeavour, they will endorse and launch a project by NDTV. Titled as Indianroots Fashion Accelerator (IFA) the project will support fresh talent and to support new and innovative ventures in fashion industry. The government will support the project with incubation and production support. 

The brand will also provide an interface for fashion professionals will be able to accesses facilities such as weavers service centres and handloom clusters. The initiative will connect fashion designers with handloom sector in an organized manner.

 “We see this partnership as a welcome move, it will collaboratively take forward the vision of India Handloom and the “Make In India” vision of Honourable Prime Minister Shri Narendra Modi. The initiative would help us in our objective of promoting traditional handwoven products of India. Our vision is to touch every Indian with the cultural legacy of India. This will also help us engage with youngsters and designers who will take our handloom legacy forward”, said Handlooms development commissioner Alok Kumar NDTV Ethnic Retail Limited chief innovation officer Aneesh Nair was also present on the occasion.