In Andhra Pradesh, handloom weavers preserve century-old traditions and thrive with Flipkart Samarth
For generations, communities in Andhra Pradesh have painstakingly kept alive the ancient Indian tradition of handloom weaving. An intricate process, these garments take days to produce. Additionally, the weavers face multiple challenges in selling their products and earning a sustainable living. In late 2020, APCO, the apex body for weaver societies, joined hands with Flipkart Samarth to bring the state’s handloom products into the e-commerce fold. Now, not only do the weavers have access to a pan-India customer base and better incomes, they’re also learning to incorporate market insights to design and create products that cater to this audience.