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Wednesday, July 18, 2018

Phulkari showrooms to sell pashmina shawls

The Punjab government is planning to sell pure pashmina shawls at its phulkari showrooms across seven cities,including Delhi and Kolkata

Written by Goyal Divya | Ludhiana | Updated: April 8, 2014 5:09:09 pm

The Punjab government is planning to sell pure pashmina shawls at its phulkari showrooms across seven cities,including Delhi and Kolkata.

The showrooms,running since the 1970s,registered good profits after a long time —- Rs 35 lakh in financial year 2012-13. To further improve sales and customer flow,pure pashmina shawls from Srinagar will be sold at the outlets,officials said.

Jaswinder Singh Randhawa,general manager,Project Emporia,told The Indian Express,“We are planning to add pure pashmina shawls to our existing range of products. We will be visiting Srinagar to explore the dealers and manufacturers who can supply the best of the shawls. As pure pashmina is rarely available in the open market,we are expecting good response from customers.”

The stores,which are run by Punjab Small Industries and Export Corporation (PSIC),are located at Ludhiana,Amritsar,Chandigarh,Jalandhar,Patiala,New Delhi and Kolkata (two stores).

“Till 2011,the venture was incurring losses of around

Rs 10-12 lakh but since 2012,we are getting good sales and customers have started showing interest again. Now we have made profit. Emphasis is being given on training rural women in the traditional phulkari art form through our training centres,and then we buy the products for our showrooms,” added Randhawa.

While the Chandigarh showroom is giving maximum returns to the government,Ludhiana is proving to be the most problematic,with sales running into a few thousand rupees only.

“The biggest disadvantage in Ludhiana is location. The new bridge which came up in front of the showroom has proved to be a disadvantage and customers are not coming to the area,” said Randhawa. “We are looking for a new location,” he added.

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