You are on page 1of 2

DaMa’S MaRketing StRategy RetaileR SeRvicing ¶ The retailer segment works on local ShopS ¶ As part of our effort to bring

handlooms expoRtS ¶ The export market is the other end of the

¶ The cotton handloom industry continues to be the second largest employer in India after agriculture. There are more than 2,00,000 weaver families actively involved in the craft and livelihood today in Andhra Pradesh alone. ¶ It is our belief that the handloom fabric is a viable and environmentally friendly product that also has a huge potential for creating and sustaining rural livelihoods. ¶ DAMA, in particular, has sought to create a strong business revenue model that attempts to break the different negative perceptions of the handloom industry – that it is a subsidized, declining industry that works on outdated technology and has little if any market value. ¶ Our own learning and growth over the years – starting with five co-operatives now working with 30 and from annual sales of Rs. 40 lakhs in 2000-01 to over 2 crores has proved to us that the handloom sector is indeed viable and sustainable. All that is required is belief and support. ¶

the high volumes, low mark up and pre-selling model. The main challenge here is bridging the characters of production, which is decentralized, and the demands of the market, which is essentially centralized. DAMA has a small network of retailers across the country regularly sourcing our product. DAMA’s endeavour has been to supply good quality fabric and a variety of products in different designs, colours and textures
exhibitionS ¶ DAMA regularly holds exhibitions on

to mass-market segment, small stores have been set up in suburbs of Hyderabad. The stores are owned by women entrepreneurs and primarily sell the saree. DiRect SaleS ¶ Direct sales caters to customers who are interested in putting together their own wardrobe rather than rely on tailored garments available in retail stores. DAMA stock shop offers fabrics, dupattas, sarees and a few value added products.

handloom consumer spectrum. In an increasingly connected and globalizing world, customers are as conscious of global trends and changes as they are of their immediate local ones. DAMA has yet made only preliminary forays into under-standing this segment through participation in export fairs in India, the UK and Brazil and by interacting with retailers in the Netherlands.

its own and also along with other producer and crafts groups. DAMA exhibitions have been held in all the major cities of India including New Delhi, Bangalore, Hyderabad, Chennai, Pune and Kolkata. Exhibitions are one space where we are able to directly interact with the customer and get an understanding of their preferences, and changing tastes and choices.

The DAMA model is based on high volumes – low margins and creating a market recognizable product

On this page, from left to right • Checking naturally dyed yarn; Kolluru, Adilabad District • Street sizing; Ponduru, Srikakulam District • Kuppadam (three shuttle weaving); Ponduru, Srikakulam District • Saree borders; Pedana, Krishna District •

fax: +91 . dupattas and sarees. in plain. • Co-ordinated range of dupattas in different varieties and widths.com website: www.Kuppadam three shuttle borders in yardage.org design > tarundeep | jan 2009 | 2500 copies of Andhra Pradesh. DAMA’s main product range includes off the loom creations such as yardage. sarees and dupattas woven with mugha thread and cotton thread from Ponduru and Singupuram in Srikakulam District. ¶ . stripes.andhra@gmail. a registered ngO that works with the cotton handloom industry across Andhra Pradesh. nATuRAL dyEd RAngE ¶ learning. Park Lane. Behind Siddham Shetty Complex Secunderabad 500 003.2789 2905 e-mail: dama_andhra@rediffmail. This forms the basis of DAMA’s production base. stripes & checks and ikat.paRtneR weaveR co-opeRativeS AdILABAd Chenuru Cheneta Kala Sangham EAST gOdAvARI Gollaprolu HWCS gunTuR Arumbaka HWCS Battiprolu HWCS Chowdeshwara HWCS Isukapally HWCS Nidubrolu HWCS Railpet HWCS Rajavolu HWCS Srilakshmi HWCS KARImnAgAR Kothapally HWCS KhAmmAm M V Palem HWCS KRIShnA Sri Balaji HWCS Umashankara HWCS mEdAK Adarsha HWCS nALgOndA Koyyalagudem HWCS Velwerthy HWCS SRIKAKuLAm Hatakeshwara HWCS Saibaba HWCS One of the dominant features of cotton handlooms from Andhra Pradesh is fabric woven with dyed yarn in different counts and weaving techniques. Katheru HWCS Malleswara HWCS Muramanda HWCS Pandalapaka HWCS Pasalapudi HWCS Pulugurtha HWCS Veeravaram HWCS DaMa’S pRoDuct Range FABRIC RAngE ¶ • Yardage with borders both in zari and thread patterns. Andhra Pradesh phone: 040 .6631 1577.40 . dastkar Andhra marketing Association 95 A. • Zari and thread border sarees. innovating and bringing the cotton handloom industry closer to the market eight years of Dastkar Andhra Marketing Association (dAmA) was created in 2001 as initiative of dastkar Andhra (dA). • Natural dyed plain.dastkarandhra. • A special range of indigo fabrics from yarn dyed in the traditional vat process. ¶ The main driving force behind the working of dA and dAmA is the promotion of the cotton handlooms • Khadi varieties in vegetable dyes . • Kalamkari prints on kora and coloured fabric in different product varieties.com | dama. and checks and textured thick fabrics from Chennuru in Adilabad District.