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Chennai-based sari retailer RmKV Silks is not only keen on young consumers, but is also eager to woo young women weavers into the industry.
A few years ago, the retailer tied up with the Central Silk Board to design a technology that automates pedalling of the handloom weaving machine.
Pedalling with legs is a cumbersome task and puts pressure on the knee.
“So we introduced a technology where the weaver need not pedal and instead he or she can concentrate on the skilful part of the process alone,” said K. Sivakumar, Managing Director, RmKV.
The pedals in these ‘pneumatic’ looms are pushed up with the help of an air pump mechanism.
RmKV has converted 300 of its 400 manual looms into pneumatic handlooms at the weaving hub of Arani, Tamil Nadu.
Over 500 weavers are working on these looms for RmKV.
Training for women
RmKV has trained 30 women weavers in this technology. “Women hesitate to take up weaving due to the physical strain. Now with the pneumatic looms, we hope more women will take to weaving in the years to come.”
RmKV has showcased this technology to weavers outside its fold, too. “The technology is fast picking up now,” says Sivakumar. The Tamil Nadu Government is also giving out subsidies for pneumatic looms, says a Central Silk Board official.
Prices of silk saris
Meanwhile, rising costs of gold and silver, which are used in the zari, have forced RmKV to hike retail prices of silk saris by 15-20 per cent over last year.
But, RmKV still expects a sparkling festive season. The overall mood may be down, but the festive season really perks up consumer sentiments. “There is inflation on one hand, but the purchasing power of consumers has also gone up,” said Sivakumar, at the launch of a range of festive silks.
“Over the last 15 days, in the run-up to Navaratri, we have already seen a 30 per cent spurt in sales over last year. As we near Diwali, we expect sales to go up 40 per cent.”
RmKV also expects salwars and its own brand of menswear (Parry William) to do well this season.
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