“This is not just about marketing; it is about preserving identity and giving every weaver a rightful place in the modern market place.”

– S Savita, Minister for BC, Handlooms and Textiles. Govt of AP 

New path for warp and weft

1. Weavers are set to receive ‘Weaver Cards’
2. Every household of a weaver now receives 200 units of free power
3. Looms are provided 500 units
4. Equipment is supplied at 90 percent subsidy, alongside training in latest designs

A quiet digital revolution is unfolding in Andhra Pradesh’s handloom sector. For the first time, weavers are set to receive “Weaver Cards” embedded with QR codes, linking their products directly to buyers and ensuring authenticity of each fabric woven on traditional looms.

“This is not just about marketing; it is about preserving identity and giving every weaver a rightful place in the modern marketplace,” said S. Savita, Minister for BC, Handlooms and Textiles. The QR code-enabled Weaver Card is designed to connect each product to its maker. A quick scan will reveal details of the weaver, the fabric, and the tradition behind it, something that will appeal to buyers who seek authenticity.

According to the Minister, the coalition government has placed handlooms at the center of its welfare and cultural agenda. “Along with welfare schemes, we are providing market access. Exhibitions are being organized every month so that weavers can sell directly to consumers at fair prices,” she explained.

“Consumers today want a story behind what they wear. With QR codes, the buyer knows exactly who wove their garment. It builds trust and emotional value,” said Veeranki Venkata Gurumurthy, Chairman of the Andhra Pradesh Goud Welfare and Development Corporation.

The government has also rolled out a series of measures to reduce the economic burden on weaving families. Every household of a weaver now receives 200 units of free power, while looms are provided 500 units. Equipment is supplied at 90 percent subsidy, alongside training in latest designs.

What is striking is the growing public interest. Handloom fabrics, once dismissed as outdated, are now making a comeback. “People are developing a fondness for handloom again,” Savita noted. “Even Chief Minister N. Chandrababu Naidu’s wife, Nara Bhuvaneswari, wears a handloom every week. That inspires others and boosts confidence among weavers.”

Young consumers, women, and even children are increasingly drawn to the vibrant colors and new designs being offered. With online platforms and digital sales channels now part of the plan, handloom products are reaching wider audiences than ever before.

For decades, successive governments have spoken of reviving handlooms. But with QR codes and digital platforms entering the picture, Andhra’s weavers may be on the brink of a new era where tradition meets technology.