Textiles ministry has entered into partnerships with 25 India Handloom Brand (IHB) retail stores in various cities as per IHB retail stores policy framework to sell IHB products and has engaged 23 e-commerce agencies for promoting e-marketing of handloom products, textiles minister Smriti Irani told the parliament lower house recently.

The government has been implementing Handloom Marketing Assistance (HMA), a component of National Handloom Development Programme (NHDP), across India to provide a marketing platform to handloom weavers and agencies to sell products directly to consumers, she said.

Under the scheme, financial assistance is provided to national level handloom organisations and nominated handloom agencies of the state governments to organise marketing expos and events, according to an official release.