Lanka’s first handloom squad shatters sector frontlines in its Y1 of operations

Sri Lanka’s Handloom Taskforce, the pioneering mechanism set up to revive the sector and to promote Ceylon handlooms brand globally, has trumped its first year milestone with multiple achievements.

“In just one year of its operations and using less than US$ 70,000, the taskforce has successfully hit multiple targets, specifically, expanding the much needed private sector involvement for which I commend it” Minister of Industry and Commerce of Sri Lanka Rishad Bathiudeen said on recently.

Bathiudeen was speaking to his top officials after he was briefed in-depth by the National Handloom Taskforce members recently, at the Ministry of Industry and Commerce Colombo 3, on their progress.

Sri Lanka’s apparel sector has improved from its humble origins to the Original Design Manufacturing stage (ODM) and is now striving to stamp its seal as an Original Equipment Manufacturer (OEM) supplier to the world market.

Meanwhile, Sri Lanka’s handloom sector, with its historic roots and estimated US$ 13 million annual output, started undergoing structural change with the setting up of the pioneering high level textile taskforce by the Minister early in January 2012.

The Taskforce aims to revive the sector with Public Private Partnership, upgrade it to ODM levels (medium to long run) and promote the Ceylon handlooms global brand.

Sri Lanka Export Development Board under Bathiudeen has now set an ambitious handloom export target of US$ 2.24 million by 2015. In 2011, Lankan woven fabric exports (including handlooms) stood at US$ 98.18 million.

The progress review of 12 February, was attended by top officials and stakeholders including Ministry of Industry and Commerce Secretary Anura Siriwardene, Laksala Chairman/CEO Anil Koswatta, observer-invitee German design consultant Peter Katz, Lankan born German based Ceylon handloom promoter Hema Steinfatt, EDB Acting Chairman Yousuf Maraikkar, ministerial and regional textile directors and advisors, EDB officials and University academia.

The session revealed that at a low cost of around US$ 70,000, many new targets aimed by Minister Bathiudeen’s taskforce in 2012, were successfully achieved and the wider private sector engagement is becoming a reality as envisioned.

Chief amongst the 2012 targets achieved were the establishment of two handloom service centres in the North Western and Eastern Provinces, mini-exhibitions in nine provinces, marketing of products through Laksala sales outlets benefiting 50 entrepreneurs while another 50 entrepreneurs benefiting from support given to retail chains to start own weaving units and a baseline omnibus opinion survey of handloom use, first such survey in this sector by the National Enterprise Development Authority (NEDA) functioning under Minister Bathiudeen.

Also the annual Ran Salu exhibition and fashion show by the Ministry was broadened in 2012 to include apparel and handicrafts as well.

In fact, the expanded 2012 national Ransalu event, despite its redesign effort, was successfully completed with a surprisingly low cost of US$ 4,000 (Rs. 500,000) to the Ministry, it was informed.

A handloom industry data collection mechanism is now in operation. More than 530 weavers and 250 other trainees were upgraded by various training and development efforts in 2012 under the new initiatives.

A total of 2.95 million kg of yarn was imported to Sri Lanka in 2012 and was absorbed by the handlooms industry of which 85% were snapped up by the private sector, the weaver cooperatives and Provincial Councils picking up the rest.

The omnibus type opinion survey conducted in December 2012 by the NEDA first such market and industry oriented survey in this sector on Lanka’s handloom usage with a 515 respondent-sample revealed that Sri Lankan handlooms are more popular among the younger generation, with females under 30 being the sector’s biggest patrons.

More than 50% of handlooms’ usage is centred on ‘ladies garments’ rather than gents’ items or decoration materials such as curtains.

And a remarkable percentage of Lankan users wear handlooms when they show up for ‘special occasions’.

Teachers are the leading profession to snap-up Ceylon handlooms followed by office employees and business-people in the middle income category.  

In the upper income category, the usage was somewhat equally distributed among various professions though a tilting tendency towards business sector or business people and managers was evident.

An International fashion industry expert, who is currently consulting a leading private sector handlooms player, lauded the taskforce initiative and the way it is structured.

Observer-invitee for the 13 February session, German design consultant Peter Katz praised the wide ranging scope given to the taskforce and thereafter went on to share his own industry experience.

“We should also focus on overall packaging in addition to design elements” Katz said.  “Ceylon handloom’s reputation in foreign markets is not dependent on branding alone but it is a function of many factors-the quality, reliability, cost and most importantly, proper presentation” Katz added.

“We need new innovation in this sector” stressed Bathiudeen, addressing the session. “Don’t forget, a wider stakeholder involvement is the base for us to move ahead in 2013, with Public Private Participation so that we can achieve sectoral development goals as per the vision of President Mahinda Rajapaksa” he added, hinting of this year’s taskforce targets he had in mind.

“As the Minister advised, this year we need to go for wider provincial level engagement so that this success is continued” Secretary Siriwardene said addressing the members. “We need to maintain price competitiveness as well” he stressed.