Can Make in India and Smriti Irani’s hashtags ever be more than a gimmick for the fashion industry?

In the early 20th century, Mahatma Gandhi has shaped the Swadeshi movement, which led the Indians to avoid British manufactured goods for handicrafts. Almost 100 years later, Prime Minister Narendra Modi, a political leader of the Gandhi State, called for local manufacturing.

Campaigning in India was launched in September 2014 with the aim of transforming India into a global manufacturing center. Modi said he expects to accelerate the manufacturing sector’s contribution to India’s 17% of GDP in 2013 to 25% over the next decade. 25 sectors, including railroads, defense, automotive and insurance, the initiative also focuses on the textile and clothing sector.

Modi emphasized the heritage of the crafts and crafts of the nation, while the campaign “Make India” called designers to support the cause. “Although this is a brand change exercise, I think it’s crucial,” said David Abraham, half of Abraham and Thakore, a fashion and home textile brand. “This can help raise awareness, especially today, when the consumer has choices of low-cost products from around the world that are flooding the street.”

The textile industry is the second largest employer in India after agriculture, with 40 million people, directly or not. Until now, the fashion industry, within the framework of textiles and clothing, received no recognition from the government. “Forget fashion shows backed by the brand, same design institutes must pay taxes in the range of Rs 60,000 to take graduate parades,” said Wendell Rodricks, a specialist in design and industry.

But a powerful idea as marketing produces enough in India to persuade indigenous talent and global players to look at India for investment and manufacturing, as well as raw material and skilled labor? Textiles India 2017, the first B2B event in textiles and handicrafts, just enter in Gandhinagar, Gujarat. At the event, IMG-Reliance has organized and directed two shows. One of them was Evolution of Indian Textile Industry, which included innovations in craftsmanship and design, bringing designers already established and emerging with master craftsmen.

India Handloom Brand was another show, and included a segment where the designers presented their work, created in collaboration with crank weavers in the hands of various parts of India. For example, Hemang Agrawal and Rajesh Pratap Singh collaborated with groups of artisans from Varanasi and Anavila Misra, known for their ethereal linen saris worked with Gadwal groups. Through this initiative, the Ministry of Textile Industry says that it works to create rural employment.

The ministry hopes to transform Jharkhand into a new clothing and shoe center, while a fashion park project is being held in Gujarat. The government has provided funds for another project, Size India, with the National Institute of Fashion Technology. The more developed countries work with the standard size. India borrows in the west. Size of India hopes to change that. But all these efforts are to make the Made in India fashion a case too little and too late? The approach of the Ministry of Textile Industry seems out of place because the export earnings of textiles and clothing in 2016 -17 ensure China in leadership position to 179 billion.

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