Source – Incredible India

The Union textile ministry has bestowed the ‘Indian Handloom Brand’ tag on Chettinad cotton saris, which would enable them to promote the material in the international market. This will give a big boost to a group of 650 weavers from Koviloor and Karaikudi in Sivaganga district. The Ministry authorised the Amarar Rajiv Gandhi Handloom Weavers Cooperative Society, which produced the sarees, to use the brand and logo for marketing the product.

The group has been making the sarees since 2007 by uniting weavers, whose forefathers were instrumental in bringing out the ‘Kandangi silk sarees’ patronised by the ‘Nattukottai Nagarathars,’ the wealthiest community in the region.

Women in Karaikudi region, especially the elderly, take pride in owning these saris, which form a major portion of their wardrobe, some of which are even passed on for generations. Devanai of Athangudi, 75, said that she owns a 60-year-old sari that was given to her by her mother, which is still in good condition and looks new.