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Mangalagiri Sarees and Fabrics

Introduction

• Lord Panakala Narasimha Swamy Temple, Mangalagiri
• Mangalagiri town is recognized as a significant place for pilgrimage in the state. Situated in the heart of Mangalagiri town, a renowned temple dedicated to Lord Panakala Narasimha Swamy holds immense reverence and is considered one of India's eight Mahakshetrams (sacred places).
• Mangalagiri is renowned for its skilled weavers, with Mangalagiri Sarees and Fabrics being the pride of the town. These products are meticulously crafted through handloom weaving techniques. The town's name, Mangalagiri, signifies "Auspicious Hill" (Mangala = Auspicious, Giri = Hill).
• Legend has it that devotees visit the temple to pay respects to the deity and also purchase sarees woven by local artisans to support their livelihoods.
• Under the 'Vocal for Local' initiative, Hashtag India has highlighted the beauty of handloom products, putting Mangalagiri on the global map of the handloom industry.
• Mangalagiri fabrics have a rich history, with Mangalagiri sarees gaining popularity for their elegant yet simple designs, vibrant colors, and the enduring quality of cotton used.
• The traditional patterns of Mangalagiri sarees have made them timeless pieces of clothing, cherished for their ethnic allure.
• Mangalagiri is located 20 km from the District Headquarters and 12 km from the city of Vijayawada.

Uniqueness of ODOP

• The Mangalagiri Sarees & Fabrics were granted the Geographical Indication Tag in 2010 under the Geographical Indications of Goods Act of 1999.
• The GI Tag was obtained for the unique Zari Design in the handlooms, enhancing the textile's strength.
• The Mangalagiri Sarees & Fabrics Apex Society, supported by the Department of Handloom and Textiles, pursued the GI Tag for global recognition.
• Renewed in 2020 for a decade, the products stand out due to intricate designs and high-quality raw materials sourced locally and internationally.
• The handloom's success is attributed to its economical nature and superior quality, leading to widespread market acceptance.
• The Nizam border, distinctive to Mangalagiri handlooms, features tiny gopurams reflecting local religious culture.

Variety of Products

• Products by Mangalagiri Weavers include Cotton Sarees & Dress Materials, Silk sarees, Zaree sarees, and more.
• Offering vibrant colors, intricate designs, and traditional weaving techniques, these products are highly valued.
• The range includes bed sheets, lungies, towels, shirting cloth, dhotis, Livery cloth, and Mosquito nets.

Details of district nodal officer, nodal department and dedicated team for ODOP details of assistant director / development officer of the district (handloom & textiles department) 

Dedicated helpline or call center / support desk for ODOP contact details of assistant director / development officer

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Action Plan

• The District Administration plans Skill Upgradation training programs under the SAMARTH Scheme to enhance weavers' skills.
• Proposals for individual work sheds and Small Cluster Development Programme are under consideration for improving productivity.
• An allocated target of 285 for financial assistance under the MUDRA scheme aims to support weavers' credit requirements.

Details by account holder of all transactions (sales) consolidate sales data of ODOP products from the district

Details of ODOP sensitisation workshop being conducted for current and next-generation stakeholders list of ongoing training programs

Awareness Program

• The Department of Textile and Handloom organized awareness sessions aimed at preserving the traditional craftsmanship of Mangalagiri handlooms. Educating weavers about the historical significance, unique techniques, and cultural value of their craft facilitated the continuation and refinement of their traditional skills. 
• These sessions also provided valuable insights into the business aspects of the handloom industry, covering market trends, consumer preferences, marketing strategies, and government policies related to handloom promotion. 
• Additionally, weavers were informed about schemes concerning credit facilities, raw material procurement, infrastructure development, and social security benefits, empowering them to leverage government support and enhance their socio-economic status. 
• These awareness initiatives were conducted under the Comprehensive Handloom Cluster Development Scheme (CHCDS) and National Handloom Development Program.

Workshops

a. National Institute of Design Training

• Individuals such as weavers, designers, and Cluster Development Executives receive training at the National Institute of Design, Guntur.
• This training enhances their skills in traditional wisdom, including skills, materials, tools, and marketing approaches.
• Topics covered in the training include fundamentals of design, textile and apparel methods, textile fibers, weave structures, surface design, dyeing techniques, coloration, printing methods, pattern making, draping, and sewing techniques.
  
  Training on Designing at National Institute of Designs (NID)

b. Weavers Service Centre

• The Weavers Service Centre trained 20 individual weavers in Vijayawada, providing technical assistance in design input and advice on weaving, dyeing, and printing.
• Experts in weaving, designing, and processing interacted with the weavers to enhance their skills.
  
  Training program for individual weavers at Phirangipuram Cluster, Guntur District

List of activities being undertaken by district administration under ODOP initiative list of cluster development program, training programs and other schemes

• The Government of India has launched the "One Station – One Product" initiative.
• The District Administration, in collaboration with South Central Railway, Guntur, established a stall at Guntur Railway station to support local handloom weavers.
• The project aims to provide livelihood opportunities and marketing channels for handloom weavers.
• This initiative helps promote the unique handloom products specific to the region.

• b. Block-Level Clusters Sanctioned Under Comprehensive Handloom Cluster Development Scheme (CHCDS)
  • The Mega Handloom Clusters Scheme focuses on developing concentrated areas at the block level that specialize in specific handloom products.
  • Infrastructure enhancements within these clusters include storage facilities, technology upgrades for pre-loom/on-loom/post-loom operations, weaving sheds, skill improvements, design inputs, and healthcare amenities.

c. Cluster Development Program (CDP) under National Handloom Development Programme (NHDP)
The Cluster Development Program (CDP), approved as part of the National Handloom Development Programme by the Government of India, aims to empower weavers to establish themselves as prominent entities, fostering their self-sufficiency.

d. YSR Nethanna Nestham Scheme

• The YSR Nethanna Nestham Scheme is an initiative by the Government of Andhra Pradesh to support weaver families who own handlooms.
• Beneficiaries: BPL weaver families who depend on the weaving profession.
• Annual Support: Rs. 24,000 provided to each weaver family.
• Purpose: To modernize equipment and enhance competitiveness with the power loom sector.
• Impact: In 2022-23, 737 weavers benefited from the scheme, leading to increased productivity and sustainability in the handloom industry.

e. Micro Units Development and Refinance Agency (MUDRA) scheme

• Objective: Provide timely financial assistance to handloom weavers and weaver entrepreneurs.
• Support Offered: Margin money assistance of up to 20% of the project cost, maximum Rs. 25,000/-, and interest subvention of 7%.
• Additional Support: Credit Guarantee Fund Trust for Micro and Small Enterprises provides a credit guarantee for three years.
• Target: 285 weavers sanctioned financial assistance under the MUDRA scheme.

f. Raw Material Supply Scheme (RMSS)

• Initiative: Government of India, through National Handloom Development Corporation, supplies cotton hank yarn, domestic silk, woolen and linen yarn, and blended yarn of natural fibers at subsidized rates.
• Beneficiaries: Handloom weavers receiving a 15% Price Subsidy on Yarn through DBT to their linked bank accounts.
• Recipients: Individual weavers, Weavers Cooperative Societies, producer companies, SHG groups, and Joint Liability Groups.

List of Mentors Registered with District to Provide Mentorship to Beneficiaries

Development Officers and Assistant Development Officers of the Handlooms and Textiles Department oversee Handloom Weavers Cooperative Societies, conducting awareness programs for individual weavers. They work towards enhancing wages and livelihoods, supervising the implementation of schemes like the Comprehensive Handloom Cluster Development Scheme.

Funding Support Available, with Clearly Laid Out Procedures to Avail the Same

Details of rules, regulations, acts, and government schemes introduced or amended to propel the ODOP initiative in the district

1. Revised guidelines for sanction of Small Cluster Development Programme (SCDP) 
2. Sanction of Cash Credit Limit Guidelines to Weavers Cooperative Societies 
3. Sanction of Financial Assistance to eligible weavers under YSR Nethanna Nestham scheme 
4. Guidelines for supply of subsidised yarn and transport subsidy 
5. Revised guidelines for implementation of Cluster Development Programme (CDP) under National Handloom Development Programme (NHDP)

Details of the Department Providing Institutional Support to Beneficiaries Availing Support under the ODOP Initiative

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. 
• It also provides technical support to identify authentic handloom products and recommends them for the Indian Handloom Brand certification. 
• The Centre is a valuable resource for weavers, helping them maintain product quality, promote their handloom creations, and uphold the reputation of the 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.

Social Media

• https://www.facebook.com/apcofabricsap/
• https://instagram.com/apcohandlooms?igshid=MzRlODBiNWFlZA==

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