One District One Product
MANGALAGIRI SAREES AND FABRICS
1. INTRODUCTION :
Mangalagiri town is known as a pilgrim centre in the state. A famed and elegant temple on a hillock in the heart of Mangalagiri town is dedicated to Lord Panakala Narasimha Swamy, honoured as one of India’s eight Mahakshetrams (sacred places).Over the years, there is another jewel in the crown of Mangalagiri is the Mangalagiri sarees. Mangalagiri is the home to some of the most skilled weavers in India, Mangalagiri Sarees and Fabrics are produced by performing handloom weaving in Mangalagiri town. The name of the town, Mangalagiri, translates to “Auspicious Hill” (Mangala = Auspicious, Giri = Hill. Legend has it that pilgrims visit the temple to offer obeisance to the lord and buy sarees made by the local weavers to support their livelihood. The ancient town has flourished under cultural and artistic influence in the last few decades. It is located 20 km from the District Headquarters and 12 km away from the city of Vijayawada.
In the interest of the ‘Vocal for Local’ campaign and as a humble attempt to acknowledge the artisans and weavers of India, Hashtag India revealed the beauty of handlooms that have placed the Mangalagiri town onto the world map of the Handloom industry. The world-famous Mangalagiri fabrics have a glorious history, and the Mangalagiri sarees, in particular, gain admiration for their simple patterns, bold colours, and the durability of the cotton. The ethnic designs of these sarees make them eternal.
2. UNIQUENESS OF ODOP :
The unique and impressive range of Mangalagiri Sarees & Fabrics attained the Geographical Indication Tag in 2010 under the Geographical Indications of Goods (Registration and Protection) Act of 1999.Mangalagiri Saree and Fabrics has received the GI Tag for Zari Design, which is unique to the other handlooms. This pattern of weaving increases the strength of the textile. The Mangalagiri Sarees & Fabrics Apex Society, with the help of the Department of Handloom and Textiles, applied for the GI Tag for this global recognition and was renewed in the year 2020 for ten years. The intricate designs and quality raw materials obtained from within and outside the state are the uniqueness of the products. Its success is attributed to its intricate designs, such as the strips on the Pallu and Checks on the body. The handloom has reached success as it is economical and of very high quality, this has led to its massive market as a whole. The Nizam border is unique to the Mangalagiri variety of handlooms. It has tiny gopurams across the borders, which showcase the religious fervour of the people in the backdrop of the three Narayan Swamy temples of the place.
3. VARIETY OF PRODUCTS :
Mangalagiri handlooms offer exquisite handloom products characterized by pure cotton fabric, vibrant colours, intricate designs, and traditional weaving techniques. The products made by the Mangalagiri Weavers are Cotton Sarees & Dress Materials, Mangalagiri Silk sarees & Dress Materials, Zaree sarees, Sico sarees, bed sheets, lungies, towels, shirting cloth, dhotis, Livery cloth and Mosquito nets. The below values are for the Financial Year – 2022-23.
|Name of the Product||No. of Looms involved in product||No. of Weavers involved in production||Total Production in Rs.||No. of products Produced in a year in Mts.||Total number of Societies involved in production||Total number of Master weavers involved in production|
|Mangalgiri Sarees and Fabrics||1,640||14,310||29,49,20,000/-||7,20,000||17||20|
4. DETAILS OF DISTRICT NODAL OFFICER, NODAL DEPARTMENT AND DEDICATED TEAM FOR ODOP DETAILS OF ASSISTANT DIRECTOR / DEVELOPMENT OFFICER OF THE DISTRICT (HANDLOOM & TEXTILES DEPARTMENT) :
|NAME OF THE OFFICER||DESIGNATION||ADDRESS||CONTACT NUMBER|
|Smt. V. Vanaja||Assistant Director (H&T) / District Handlooms & Textiles Officer, Guntur District||Office of the District Handlooms & Textiles Office, Netha Bazaar Upstairs, Opp: AC College, Dariya Nagar, Gunturfirstname.lastname@example.org|
5. DEDICATED HELPLINE OR CALL CENTER / SUPPORT DESK FOR ODOP CONTACT DETAILS OF ASSISTANT DIRECTOR / DEVELOPMENT OFFICER :
Please drop an email or call us on
6. ACTION PLAN :
- The District Administration has proposed Skill Upgradation training programs in the clusters under SAMARTH Scheme. These training programs will be helpful for upskilling the weavers in weaving, dying and designing.
- Proposals have been submitted for the sanction of individual work sheds under the National Handloom Development Programme in outside clusters.
- A proposal for the sanction of the Small Cluster Development Programme under the revised guidelines of the National Handloom Development Programme has been submitted. This enhances the productivity of the weavers through the development of ergonomic loom design and technical and infrastructural support for pre-loom, on-loom and post-loom operations.
- An allocated target of 285 has been sanctioned to issue financial assistance to the weavers under the MUDRA scheme. This amount helps the weavers to provide adequate and timely assistance from Banks to Handloom Weavers and Weaver Entrepreneurs to meet their credit requirements.
7. DETAILS BY ACCOUNT HOLDER OF ALL TRANSACTIONS (SALES) CONSOLIDATE SALES DATA OF ODOP PRODUCTS FROM THE DISTRICT :
|Weavers Type||Sold since April 2022 – May 2023|
|Value (In lakhs)||Quantity in Meters|
|WEAVERS COOPERATIVE SOCIETIES||233.39||99,268|
8. DETAILS OF ODOP SENSITISATION WORKSHOP BEING CONDUCTED FOR CURRENT AND NEXT-GENERATION STAKEHOLDERS LIST OF ONGOING TRAINING PROGRAMS :
The Department of Textile and Handloom organized awareness camps to preserve the traditional craftsmanship of Mangalagiri handlooms. Educating weavers about their craft’s historical significance, unique techniques, and cultural value helped them continue practicing and refining their traditional skills. These camps were helpful for the weavers about the business aspects of the handloom industry. Information on market trends, consumer preferences, marketing strategies, and government policies related to handloom promotion was given in these camps. Weavers can learn about schemes related to credit facilities, raw material procurement, infrastructure development, and social security benefits. Such awareness enables weavers to take advantage of government support and improve their socio-economic conditions. Awareness camps were conducted under Comprehensive Handloom Cluster Development Scheme (CHCDS) and National Handloom Development.
a. National Institute of Design :
Training to individual weavers, designers, Cluster Development Executives and other officers are given at the National Institute of Design, Guntur. This training helped the individuals to enhance their skills in understanding the traditional wisdom of using skills, materials, tools and marketing approaches. Learning on Fundamentals of design, specific textile and apparel methods, textile fibers, weave structures, surface design, dyeing techniques, coloration, printing methods, pattern making, draping and sewing techniques.
b. Weavers Service Center :
The Weavers Service Centre trained 20 individual weavers in Vijayawada to provide all possible technical assistance in design input and technical advice in weaving/dyeing printing through an interaction between experts available in weaving, designing and processing.
9. LIST OF ACTIVITIES BEING UNDERTAKEN BY DISTRICT ADMINISTRATION UNDER ODOP INITIATIVE LIST OF CLUSTER DEVELOPMENT PROGRAM, TRAINING PROGRAMS AND OTHER SCHEMES :
a. One Station – One Product :
The Govt. of India has initiated the “One Station – One Product” initiative, and as a part of it, the District Administration, along with South Central Railway, Guntur, has set up a stall at Guntur Railway station. The project aims to provide enhanced livelihood and welfare for local handloom weavers and a marketing channel through the medium of earmarked space for stalls at the platforms provided. This would also help in the promotion of handlooms weavers distinct to the particular area.
b. Block-Level Clusters Sanctioned Under Comprehensive Handloom Cluster Development Scheme (CHCDS) :
The scheme helped to develop Mega Handloom Clusters at the block level, which are geographically concentrated areas specializing in specific handloom products. The scheme aimed to improve infrastructure facilities within these clusters, such as storage facilities, technology upgrades for pre-loom/on-loom/post-loom operations, weaving sheds, skill enhancement, design inputs, and healthcare facilities. Five Block Level Handloom Clusters are available in the district related to Mangalagiri Handloom.
|Name of the Blocklevel Handloom Cluster||Contact Details||Any other info|
|Mangalagiri –I||K.Raghava Rao, Ph.No: 949081794||Nodal officer|
|Mangalagiri-II||K.Raghava Rao, Ph.No: 949081794||Nodal officer|
|Mangalagiri-III||B.SridharBabu, Ph.No: 9440104297||Nodal officer|
|Mangalagiri-IV||B.Sridhar Babu, Ph.No: 9440104297||Nodal officer|
|Mangalagiri-V||K.Raghava Rao, Ph. No: 949081794||Nodal officer|
|Name of the Scheme / Programme||Unit||Achievements from May 2022 to till date|
|Physical||Financial (Rs. in Lakhs)|
|Comprehensive Handloom Cluster Development Scheme (CHCDS)||Supply of Looms & loom Accessories||115||17.18|
|Construction of Individual Work sheds||146||130.8|
c. Cluster Development Program (CDP) under National Handloom Development Programme (NHDP) :
The Cluster Development Program (CDP), sanctioned under Govt of India’s National Handloom Development Programme initiative, focuses on developing weavers as visible entities, enabling them to become self-sustainable.
|Name of the Cluster Development Programme||Total Amount Sanctioned (In Lakhs)||Unit||Achievements from April, 2022 to date|
|Total Sanctioned||1st Installment Received||Physical||Financial (Rs.in Lakhs)|
|Mangalagiri VI||199.2||44.75||Construction of Individual Work sheds||20||24|
d. YSR Nethanna Nestham :
The Government of Andhra Pradesh has launched the “YSR Nethanna Nestham” Scheme, a significant program to support weaver families who own handlooms, BPL and who depend on the weaving profession. Under this scheme, an amount of Rs. 24,000 per annum is provided to each weaver family, enabling them to modernize their equipment and utilize it as capital to compete effectively with the power loom sector. In 2022-23, 737 weavers benefited from this scheme, empowering them to enhance their productivity and sustainability in the handloom industry.
e. Micro Units Development and Refinance Agency (MUDRA) scheme :
The scheme aimed to provide handloom weavers and weaver entrepreneurs with adequate and timely assistance from banks to meet their credit requirements. It offers margin money assistance of up to 20% of the project cost, a maximum of Rs. 25,000/-, and a maximum interest subvention of 7%. Additionally, the Credit Guarantee Fund Trust for Micro and Small Enterprises (CGTMSE) provides a credit guarantee for three years. An allocated target of 285 has been sanctioned to issue financial assistance to the weavers under the MUDRA scheme.
f. Raw Material Supply Scheme (RMSS) :
To make available quality yarn and their blends to eligible Handloom weavers at subsidized rates, Govt of India, through National Handloom Development Corporation, has supplied cotton hank yarn, domestic silk, woolen and linen yarn and blended yarn of natural fibers at subsidized rates. A 15% Price Subsidy on Yarn (through DBT to the linked bank account) with quantitative restrictions was provided to individual weavers, Weavers Cooperative Societies, producer companies, SHG groups and Joint Liability Groups.
10. LIST OF MENTORS REGISTERED WITH DISTRICT TO PROVIDE MENTORSHIP TO BENEFICIARIES :
The Development Officers and Assistant Development Officers of the Handlooms and Textiles Department regularly supervise the Handloom Weavers Cooperative Societies as per the act and rules of APCS Act 1964 and conduct awareness programmes to Individual weavers, Master weavers and weavers in Handloom Weavers Cooperative Societies on implementation of the State and Central Governments and as per scheme guidelines and trying hard to enhance the wages and upgrade the weaver’s livelihood. They are also the Nodal officers to supervise the implementation of components sanctioned in block-level handloom clusters under the Comprehensive Handloom Cluster Development Scheme and Cluster Development Programme sanctioned under the National Handloom Development Programme.
|S NO||NAME OF THE OFFICER||DESIGNATION||CONTACT NUMBER|
|1||K Naga Malleswara Rao||Development Officeremail@example.com|
|2||B Sridhar Babu||Development Officerfirstname.lastname@example.org|
|3||K Raghava Rao||Assistant Development Officeremail@example.com|
|4||K Pavani||Cluster Development Executivefirstname.lastname@example.org|
|5||Anumula Bharath Kumar||Cluster Development Executiveemail@example.com|
|6||B Deepthi||Textile Designerfirstname.lastname@example.org|
|7||E Sravani||Textile Designeremail@example.com|
11. FUNDING SUPPORT AVAILABLE, WITH CLEARLY LAID OUT PROCEDURES TO AVAIL THE SAME :
|S No||Credit Facility/Scheme||Contact Details||Eligibility||Link to apply|
|1||YSR Nethanna Nestham Scheme||8008705713||* The Handloom Weaver who owns a Own Handloom.||
Applicants be should registered through Welfare and Education Assistant at Village/ Ward Secretariats.
|* The Weavers should be engaged in Weaving activity and eking his livelihood through weaving profession.|
|* The Weaver should belongs to Below Poverty Line (BPL)|
|2||YSR Pension Kanuka||8008705713||Weaver who have completed the age of (50) years and shall dependent on weaving profession||
Applicants be should registered through Welfare and Education Assistant at Village/ Ward Secretariats.
|3||Small Cluster Development Programme||8008705713||Financial Assistance of upto 2 Crores per cluster to a group having upto 500 handloom workers at one location under the revised guidelines of National Handloom Development Programme (NHDP)||
Cluster proposals will be submitted through the District Handlooms and Textiles Officer
|4||Pradhan Mantri Weaver Mudra Yojana||8008705713||Individual Handloom Weavers/ Weaver Entrepreneurs Weavers Cooperative Societies Handloom Organizations||
Weavers apply to the scheme through the District Handlooms and Textiles Officer to the concerned Bank Branches
|5||PMJJBY PMSBY||9441673710||Life, accidental and disability insurance coverage under the PMJJBY, PMSBY||https://www.jansuraksha.gov.in/Forms-PMJJBY.aspx|
|6||SHG Loans||9121008008||Should be a SHG member||https://www.sthreenidhi.ap.gov.in/SNBank/Downloads/LHLoan/02B.pdf|
DETAILS OF RULES, REGULATIONS, ACTS, AND GOVERNMENT SCHEMES INTRODUCED OR AMENDED TO PROPEL THE ODOP INITIATIVE IN THE DISTRICT :
12. DETAILS OF THE DEPARTMENT PROVIDING INSTITUTIONAL SUPPORT TO BENEFICIARIES AVAILING SUPPORT UNDER THE ODOP INITIATIVE :
|S NO||NAME OF THE OFFICER||DESIGNATION||ADDRESS||CONTACT NUMBER|
|1||Smt. V. Vanaja||DISTRICT HANDLOOMS & TEXTILES OFFICER, GUNTUR||Office of the District Handlooms & Textiles Office, Netha Bazaar Upstairs, Opp: AC College, Dariya Nagar, Gunturfirstname.lastname@example.org|
|2||Sri K.S.SAKODE||Regional Incharge||National Handloom Development Corporation Limited, Ro Vijayawada||0866-2491153, email@example.com|
|3||K Haribabu||ASSISTANT DIRECTOR||OFFICE OF THE TEXTILE COMMITTEE , Door No:25-1-9, Sai Ram Complex, Near Mastan Darga, GT Road, Guntur, A.P, 522004||8632218951, firstname.lastname@example.org|
|4||Sri ANIL SAHU||WEAVERS SERVICE CENTRE||Deputy Director, Head of Office, WEAVERS’ SERVICE CENTRE, GOVERNMENT OF INDIA MINISTRY OF TEXTILES, O/o Development Commissioner for Handlooms, Arul Nagar, Vijayawada – 520008,||email@example.com|
|5||S. Raghunandha||Divisional Marketing Officer, Vijayawada Division||D.No. 11-694, Old G.T. Road APCO Gardens, Yerrabalem (P) MANGALAGIRI (M), Guntur Dist – firstname.lastname@example.org|
13. Details of Quality assurance Labs / Certification Labs / Processing Units / Quality infrastructure with Contact Details:
Weavers Service Centers :
The Weaver Service Centre plays a crucial role in supporting weavers by offering cloth analysis, providing technical fabric specifications, and ensuring defect-free products to protect the interests of buyers. Additionally, it extends technical support to the department in identifying authentic handloom products and recommends them for the Indian Handloom Brand certification. The Centre acts as a valuable resource, assisting weavers in maintaining product quality, promoting their original handloom creations, and safeguarding the reputation of the handloom industry.
Textile Committee :
The Textile Committee, operating under the Ministry of Textiles, serves as the implementing agency responsible for issuing Handloom marks in India. These marks play a vital role in assisting both weavers and buyers in distinguishing authentic handloom products. Buyers can easily identify and procure genuine handloom items by incorporating these marks, while weavers benefit from increased market visibility and recognition. The committee conducts inspections, tests samples, and certifies the quality of fabrics, yarns, and other textile materials. They provide technical expertise and guidance to weavers and help in maintaining product standards. Furthermore, the Textile Committee ensure the quality of yarn used by the weavers, thus maintaining standards and enhancing the overall value of handloom products in India.
14. SOCIAL MEDIA :
15. PHOTO GALLERY :