Telangana woman builds business empire by marketing sarees from 300 individual looms
Empowering Telangana's Weavers: The Success Story of Narendra Handlooms
In the heart of Telangana, a handloom saree company named Narendra Handlooms is making waves, not just in the local market, but across the country and beyond. Founded by Narendra and his wife, Narmada, the company has been a beacon of hope for over 600 handloom weavers, providing them with sustainable livelihoods, infrastructure support, and market access.
Narendra's journey in handlooms began at the tender age of 17, accompanying his father on business errands. This early exposure laid the foundation for a lifelong passion that would eventually lead to the establishment of Narendra Handlooms in 2000. The couple relocated to Hyderabad with the vision of expanding market linkages and building a thriving handloom business.
Narmada, hailing from Shadullapuram in Nalgonda district, brought her unique marketing model and keen eye for design to the table. Her interest in patterns and colours led her to take charge of the company in 2013. Narmada's innovative approach won her a national award from the Union Ministry of Textiles for her exceptional marketing strategies.
The company's business model is built on direct collaboration with over 600 weavers, providing them with consistent work and fair wages. This approach secures their income and enables economic stability within the local weaving community. The aggregation of looms gives the couple the production capacity of a handloom factory with 300 looms.
Narendra saw an opportunity to break the jinx that held weavers rooted to their profession with little to no expertise in marketing. He recognised the need for a bridge between the weavers and the market, and Narendra Handlooms has filled that gap beautifully.
Support from government schemes and initiatives such as the National Handloom Development Programme (NHDP) and various cluster development schemes has been instrumental in the company's success. These programs have facilitated infrastructure upgrades, access to quality raw materials, and capacity-building efforts, leading to improved weaving quality and productivity, and higher incomes for weavers.
Narendra Handlooms leverages both domestic and international platforms, including government-supported exhibitions and e-commerce portals, to market handwoven products. Participation in national and international fairs exposes weavers to global market trends and customer preferences, expanding sales opportunities and enabling a better price realization for their crafts.
Partnerships with design resource centers (DRCs) and integration of modern design ideas help maintain the cultural authenticity of sarees while appealing to contemporary consumers. This blend of tradition and innovation strengthens market competitiveness.
Empowerment comes in various forms, and for Narendra Handlooms and its weavers, it comes through welfare schemes such as subsidized loans, pensions, and skill development programs. These initiatives improve artisans’ economic security and skill sets, fostering empowerment and long-term sustainability.
Started with an investment of just ₹1 lakh, Narendra Handlooms now boasts a revenue of ₹8 crore. The company's innovative marketing strategy involves extensive travel to various states for showcasing their diverse range of sarees and securing orders from shops and showrooms. Narmada is now focusing on expanding the marketing and sales operations of Narendra Handlooms into international markets.
With a mission to preserve Telangana’s rich handloom heritage while empowering weavers, Narendra Handlooms acts as a critical intermediary, providing sustainable economic opportunities, improving skills, and expanding market reach in line with supportive national and state government frameworks.
- Narendra Handlooms, a key player in the handloom saree industry, has remarkable influence, not only in local markets but nationally and internationally as well.
- Narendra's passion for handlooms, ignited at an early age, led to the formation of Narendra Handlooms in 2000, with a vision to expand market linkages and establish a successful handloom business.
- Narmada's contributions, including an innovative marketing strategy and keen sense of design, have been indispensable to Narendra Handlooms' success, earning her a national award from the Union Ministry of Textiles.
- By collaborating directly with over 600 weavers, Narendra Handlooms offers consistent work, fair wages, and market access, thereby ensuring economic stability for the weaving community.
- Narendra recognized the need for a connection between weavers and the market, a gap that Narendra Handlooms has skillfully filled, fostering growth in the handloom sector.
- Government schemes like the National Handloom Development Programme (NHDP) have significantly contributed to Narendra Handlooms' success, providing infrastructure upgrades, quality raw materials, and capacity-building resources.
- Narendra Handlooms effectively utilizes both domestic and international platforms, including exhibitions and e-commerce portals, to market handwoven products, exposing weavers to global trends and sales opportunities.
- To preserve Telangana's cultural heritage while empowering weavers, Narendra Handlooms serves as a crucial intermediary, offering sustainable economic opportunities, skill development, and enhanced market reach within supportive government frameworks.
