Corporate Wear saree launched by Co-optex receives positive response, says Principal Secretary
Co-optex has reported strong sales for its new line of lightweight 'Corporate Wear' sarees aimed at working women aged 20 to 35. The Department of Handlooms plans to expand marketing through exhibitions in major metro cities and increase online sales.
Why it matters
The initiative demonstrates a strategic pivot by a traditional handloom cooperative to modernize its product offerings for a younger, professional demographic.
The Corporate Wear saree launched by the Co-optex under the Vettri Thari initiative has received positive response across the State, and the Department of Handlooms is planning to target youngsters by conducting National and International-level exhibitions.
Co-optex launched the Corporate Wear sarees, weighing 480 g to 700 g each, in the first week of this month, and the Department is currently looking at increasing its online sales.
Principal Secretary of the Handlooms, Handicrafts, Textiles, and Khadi Department T.N. Venkatesh told The Hindu that under the Vettri Thari initiative, Co-optex is focusing on individuals aged between 20 and 35. The Corporate Wear sarees, which are lightweight, are comfortable to wear the whole day, benefiting working women. The cost of these saree ranges from ₹7,000 to ₹9,000, which is lower compared to silk sarees, he stated.
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