One District One Product Initiative

 

The ODOP initiative is aimed at manifesting the vision of the Hon’ble Prime Minister of India to foster balanced regional development across all districts of the country.

The idea is to select, brand, and promote One Product from each District of the country for enabling holistic socioeconomic growth across all regions to attract investment in the district to boost manufacturing & exports and also to generate employment in the district. Also to provide ecosystem for Innovation/ use of Technology at District level to make them competitive with domestic as well as international market.

DEPARTMENT PROFILE:

The Department of Handlooms and Textiles is concerned with Handlooms, Power looms in the Co-operative and decentralized sector and setting up of Apparel and Textile Parks in the Garment sector.

There are (9) Handloom Weavers Cooperative Societies in the District and there is one Apex society i.e. Andhra Pradesh Handloom Weavers Cooperative Society (APCO) for marketing the Handloom products.

Several Centrally Sponsored Schemes as well as State Schemes are being implemented for the socio-economic development of Handloom Weavers in East Godavari District including schemes with matching share of Central and State Governments.

 Structure of Handlooms Department in the District:

Important Website links relating to the Department:

1. www.handlooms.nic.in – Government of India

2. www.handlooms.ap.gov.in– State Government

PULUGURTHA VILLAGE:

Pulugurtha is a Village in Anaparthi Mandal of the East Godavari District of Andhra Pradesh State. It is located 37 KM to Rajahmundry and 40 KM towards west from Kakinada City. Ramachandrapuram, Mandapeta, Anaparthi Mandal are the nearby Towns to Pulugurtha. It is very near to Dwarapudi Cloth Market. The Pulugurtha Village has merely a population with 900 people and is famous for its Cotton &Malkha fabric which they produce in their own village. The Village has around 290 weavers who are currently working in Pulugurtha, Someswaram, Machavaram & Kutukuluru Villages. The weavers mostly belong to the Padmashali Community.

The people of Pulugurtha have their deities of Sri Venkateshwara temple which was established in 1983. The people firmly believe that the stone idols of lord Ganesh, Lord Shiva and Goddess Parvati was bought from Sivalayam which are 700 years old. The President of the village suggested to build a temple for the idols trusting that the temple will bring good fortune to them.

HISTORY AND ORIGIN:

The Pulugurtha Handloom Weavers Cooperative Society was started in March 1947 with 114 weavers. The Pulugurtha society looks after the weavers who are working for the Pulugurtha village in producing Cotton sarees and shirting material. The President of Pulugurtha weavers’ society is Mr. Jangam Satyanarayana who helped in establishment of the society and the upliftment of weaver’s livelihood. The society gave a new opportunity to the people of Pulugurtha for producing the Malkha yarn in the village itself where the Malkha yarn unit was established in 2011. The weavers are aged from 50 – 79 years of age and include all their family members in the occupation. Presently there are 290 weavers who are working within the weavers society. The Weavers belong to Padmashali and Devangula community.The product is very famous as people from around Andhra Pradesh,Telangana, Karnataka, West Bengal, Maharashtra, Delhi, Tamil Nadu visit Pulugurtha society for its Cotton Sarees & Shirting.

About society

The Pulugurtha Handloom Weavers Cooperative Society was established in the year 1947 on the principles of cooperation, self-help, and mutual assistance. The Society plays a crucial role in preserving traditional handloom techniques, supporting the livelihoods of weavers and promoting sustainable and ecofriendly textile production and the Society produces various Cotton Fabrics, which has its own uniqueness, Craftmanship and Market Potenital. They are Producing Various types of Cotton Shirting, Cotton Sarees, Dhoties, Towels etc.,

Key features of the Pulugurtha Handloom Weavers Cooperative Society.

Collective Ownership: The Pulugurtha Handloom Weavers Cooperative Society join together and pool their resources, which enables them to collectively own operate the society.

Fair wages and working condition: The society provides fair wages and improved working conditions for its members.

Market Access: One of the main challenges for individual weavers is accessing markets to sell their products. The Society help in marketing the handloom products through exhibitions, fair.

fairs, online platforms, and tie-ups with retailers.

Employment: The Pulugurtha Handloom Weavers Cooperative Society Provides employment to around 290 persons in weaving and allied activities.

Social Welfare: The Pulugurtha Handloom Weavers Cooperative Society not only focus on economic aspects but also work towards the overall well-being of their members. They give old age pension to its members, education support to their children, and other social welfare program.

Malkha Yarn Mill: The Pulugurtha Handloom Weavers Cooperative society has its own mill established in the year 2011 which produces malkha yarn.

Dyeing of the Yarn (Organic & VAT Dyeing) Raw material(yarn),Desized yarn winding on warp & Street Sizing

Wheel Warping, Achu preparation, Weft Bobbin Winding & Weaving

The uniqueness of the Pulugurtha Handloom weavers cooperative society is “Fiber to Fabric is produced”.

FIBRE TO FABRIC PROCESS

 

 

 

 

 

 

 

PULUGURTHA CLOTHING SHIRTING AND SAREES:

Malkha, Pulugurtha cotton fabric is produced by the Pulugurtha Handloom Weavers Cooperative Society located at Pulugurtha, a small village in Anaparthi Mandal, East Godavari District. The Malkha, Pulugurtha Cotton Fabric has its own cultural significance, unique craftsmanship and market potential. The term Malkha is derived from two Indian languages, “Mal”from Malyalam, which means top or beginning and “Khadi” from Hindi means fabric.

Malkha is a brand that represents handloom cotton fabric produced by the Pulugurtha Handloom Weavers Cooperative Society. It is a unique initiative that combines traditional handloom weaving techniques with contemporary designs and sustainable practices.

Malkha cotton is known for its eco-friendly production process, which minimises the use of electricity and water. It promotes the use of indigenous Indian Cotton varieties and supports local farmers and weavers by providing them fair wages and a sustainable livelihood.

The Malkha brand emphasizes the importance of preserving traditional weaving techniques and the cultural, heritage associated with handloom textiles.

 

                                                                                                                 60s Cotton Reed 64, Length 8 mts, Width 44 inches, Price 700/- to 1120/-

                                                                                          60/40 thaan, Warp 60, Weft 40, Reed 76, Weft 72, Width 46 inches, Length 10.70mtr, Price 192/- per mtr

Srikala sarees, Warp 80 s count, Weft 2/120, Reed 80, Pick 80, Width, 6 inches, Length 6.20 with blouse, Price Rs. 2770/- & 37 s malkha plate Buta sarees, Warp 37 malkha, Weft 37 malkha, Reed 64, Pick 52, Length 5.60, Width 46 inches, Price 2200/-

Malkha cloth is known for its sustainable and eco-friendly production process. It uses decentralized approach, involving traditional artisans and designers to promote sustainable and environmentally friendly cloth production. The fabric is made from natural fibers like cotton and is characterized by its soft texture and breathability, making it suitable for various types of clothing.

Pulugurtha Handloom industry has a long-standing legacy, with skilled artisans passing down their expertise through generations. The products from this region continue to captivate customers both domestically and internationally, showcasing the timeless beauty and craftsmanship of Indian silk weaving.

The Pulugurtha Handloom Weavers Cooperative Society was established on the principles of cooperation, self-help, and mutual assistance. The Society plays a crucial role in preserving traditional handloom techniques, supporting the livelihoods of weavers and promoting sustainable and ecofriendly textile production.

                                                                                                                      Pulugurtha Handloom Weavers Cooperative Society Building

PROMOTION AND INFORMATION DISSEMINATION

1) Promotion of Activities done through District/State/ other social media website tagging ODOP Handle:

 The Promotion of Pulugurtha ODOP Product was done through various online platforms and links were Provided Below:

https://eastgodavari.ap.gov.in/one-district-one-product/

https://apcohandlooms.com/product/rajahmundry-cotton-saree-2/

https://www.instagram.com/p/CJJVVAFlxZA/?img_index=1

https://www.instagram.com/malkha.india/?e=fbf4ed03-dfbb-45a2-9620-db56d8766d79&g=5

https://malkha.in/

@pulugurtha sarees

https://www.google.com/search?q=%40pulugurtha+sarees&sca_esv=9422fde534929437&sca_upv=1&source=hp&ei=9WUfZvLyGLWo2roPj-Cb0Ag&iflsig=ANes7DEAAAAAZh90BbkULAPFnOMqOoy6QZ3AoLPmyTWn&ved=0ahUKEwiywY_MyciFAxU1lFYBHQ_wBooQ4dUDCA0&uact=5&oq=%40pulugurtha+sarees&gs_lp=Egdnd3Mtd2l6IhJAcHVsdWd1cnRoYSBzYXJlZXMyBhAAGBYYHkjoJVAAWNkkcAF4AJABAJgBgwKgAekWqgEGMC4xNi4zuAEDyAEA-AEBmAIUoAKSF8ICCxAAGIAEGLEDGIMBwgIFEAAYgATCAgsQABiABBiKBRixA8ICBBAAGAPCAggQABiABBixA8ICCxAuGIAEGMcBGK8BwgIEEAAYHsICBhAuGB4YCsICBhAAGB4YCsICBhAAGB4YD8ICBhAAGAUYHpgDAJIHBjEuMTYuM6AH-kw&sclient=gws-wiz

https://www.thehindu.com/news/national/andhra-pradesh/handwoven-malkha-is-here-to-stay/article7646799.ece

https://www.youtube.com/watch?v=nGv4B0OnsrU

https://cafedissensus.com/2023/07/11/the-warp-and-the-weft-and-a-visit-to-pulugurtha/

https://www.yarnsandfibers.com/?s=pulugurtha%20handloom%20weavers%20cooperative%20production%20and%20sale%20society

https://satishkora.medium.com/design-projects-kora-c50feb6dacbf

 

2.Promotion of Activities done / Product / artisan story: 

The promotion of Pulugurtha ODOP Product and Artisan Story and Malka Yarn Story has been done through Print and Electronic Media: 

The article published in Hindu News Paper about Pulugurtha Cotton

https://www.thehindu.com/news/cities/Visakhapatnam/ministry-of-textiles-team-inspects-pulagurthi-fabric-products-to-promote-under-one-district-one-product/article67408935.ece

https://www.youtube.com/watch?v=8ohpz1Bnyys

News Article Published in the Local News Papers about the Pulugurtha

                                                                                                               News Item published in “Sakshi” Daily Newspaper on 12/10/2023

                                                                                                                          News Item published in Local Daily News Paper

                                                                                                                   

                                                                                                                            Weaver STORY CARD PULUGURTHA PRODCUT STORY CARD

The Success story of Malkha Yarn of pulugurtha Handloom Weavers Cooperative Society was published in various local news papers.

 

3) Exhibitions Conducted / Participated for Promotion of Pulugurtha Handloom products in Local/National/ International Exhibitions : –

The Pulugurtha Handloom Weavers Cooperative Society is participated in following exhibitions for promotion of product.

Sl. No.	Name	Place	Exhibition Duration
1	Craft Council Exhibition	Vijayawada	29-09-2023 to 02-10-2023
2	Tana Bana (District Handloom Expo) conducted by Weavers Service Centre, Vijayawada.	Kakinada	20-10-2023 to 24-10-2023
3	Hathkargha Mela (State Handloom Expo) conducted by AD H&T, Tirupati	Tirupati	20-12-2023 to 02-01-2024

And the Pulugurtha Handlooms ODOP Product is exhibited in various Exhibitions for promotion of the product.

Pulugurtha Handlooms Products exhibited in Spain Internation Buyer-Seller Meet Feb-2024 & 

Pulugurtha Handlooms exhibited in Surat Silk Fab

            

Pulugurtha Handlooms exhibited at Bharath Tex-Feb-2024 Pulugurtha Handlooms Products exhibited in Tirupati Exhibition. Pulugurtha Handlooms Products exhibited at NHE Peoples Plaza, Hyderabad.

4) Details of Officer in charge for ODOP Related Activities in the district:

Nodal Officer       :    K. Peddiraju, District Handlooms And Textiles  Officer  (Asst.Director)

Nodal Department:   Handlooms And Textiles

Contact Number    :   80087055696

5) Dedicated team for ODOP:

 ODOP Team:

District Handlooms and Textiles officer : K. Peddiraju – 80087055696

Development officer                           : G. Krishna Bhaskar – 7021938039

Asst. Dev. Officer                               : K. Chetan – 8074192996

6) Dedicated helpline or call center/support desk for ODOP

 

 

District Handlooms &Textiles Officer: 80087055696,

Development Officer: 7021938039

Assistant Development Officer: 8074192996

Email : dhto.kakinada.hnt@gmail.com.

7)DISTRICT WEBSITE HAS DETAILED INFORMATION ABOUT ODOP PRODUCT:

The District Website has detailed information about Pulugurtha ODOP Product.

https://eastgodavari.ap.gov.in/one-district-one-product/#:~:text=The%20Government%20of%20India%20have,Product%20in%20East%20Godavari%20District.

8) Success stories/Best Practises:

Success Story of Pulugurtha Handloom Weavers Coop. Society

The Pulugurtha Handloom Weavers Cooperative Society was established in the year 1947 on the principles of cooperation, self-help, and mutual assistance with annual turnover Rupees 5,000 with 110 members, Now the societies annual turnover is Rupees 1.40 Crores with 290 members and with staff 8 members and providing continuous employment to its members and it is one of the handloom weavers cooperative societies in the state running in profits since 2002.

Various awards have been received by the society and its success stories were published in various newspapers.

The Pulugurtha Handlooms Weavers Cooperative Society has received various Awards and Certificates from State and Central Governments.

The Pulugurtha Society which produces ODOP Product Got 2^nd prize (Rs 50,000) for good working Society for the year 2005-06 from the Commissioner of H&T, Andhra Pradesh.

The Pulugurtha Society which produces ODOP Product Got State 2^nd prize for Good Working Society from the Handlooms and Textiles Department in the Year 2006-07.

       

                                                                          Various Awards received by the Pulugurtha HWCS

The Success story of Pulugurtha Handloom Weavers Cooperative Society was published in various local and national newspapers in its evolution period.

The Pulugurtha Handloom Weavers Cooperative society nominated for ODOP Award for the year 2022-23 and also attended Inaugural Award Ceremony.

Further Ms. Kondru Amoolya Cluster Designer has prepared created Document on Best Practices adopted in PULUGURTHA area, where Pulugurtha Cotton Shirting and Sarees products are prominent.  

https://www.youtube.com/watch?v=8ohpz1Bnyys

https://www.thehindu.com/news/national/andhra-pradesh/handwoven-malkha-is-here-to-stay/article7646799.ece

9) Grievance Redressal:

For any grievances also please Contact:

District Handlooms &Textiles Officer, East Godavari: 8008705696

Development Officer                                            : 7021938039

Assistant Development Officer                             : 8074192996

Email: dhto.kakinada.hnt@gmail.com.

Government of Andhra Pradesh is also having grievance mechanism and the below is the link for grievance addressal.

https://spandana.ap.gov.in/

10) Whether the District Website has details about Export (Procedures/Regulations/Requirements/ Support):

Yes, the District Website has details about Export Regulations

https://www.apindustries.gov.in/APIndus/Data/policies/9.-AP-Export-Promotion-Policy-2022-27.pdf

Pulugurtha ODOP Products will be exported through the authorized sellers as per the AP State Export Promotion Policy 2022-27.

11) Details of Upcoming Events:

The following are the upcoming events proposed in the district:

S.No	Name of Event	Tentative Place	Month / Occasion
1	DISTRICT HANDLOOM EXPO	RAJAHMUNDRY	Sankranti
2	STATE HANDLOOM EXPO	VIJAYAWADA	DASARA
4	WSC EXHIBITION	RAJAHMUNDRY	CHRISTMAS
5	MUDRA Awareness Program	Pulugurtha	Deepavali
6	Skill Development Training Program	Pulugurtha	June
7	ODOP Awareness Programme	Pulugurtha	July

12) Authorised suppliers of Pulugurtha Clothing, shirting and sarees Products with Quality Packaging meeting international Standards:

NAME OF ORGANISATION	TYPE	MEMBERS	ADRESS	INCHARGE
Pulugurtha HWCS	weavers cooperative handloom Society	290	Pulugurtha, East Godavari, pincode 533261	PIC – G. KRISHNA BHASKAR – DO – 7021938039
Pulugurtha HWCS	weavers cooperative handloom Society		Society outlet Nethabazar, Rajahmundry	PIC – G. KRISHNA BHASKAR – DO – 7021938039
Pulugurtha HWCS	weavers cooperative handloom Society		Society outlet Dwarapudi outlet	PIC – G. KRISHNA BHASKAR – DO – 7021938039
APCO	APEX COOP SOCIETY	_	VIJAYAWADA	VC & MD

             

                                                                                                      Pulugurtha Society Outlet at Pulugurtha Village, East Godavari District

                   

            APCO Showroom, Kakinada                                         APCO Showroom, Pondy Bazaar, Chennai                   APCO Mega Showroom, Vijayawada

Whether the testing labs have been identified and the information is circulated through public notices/ newspapers/ district website/ any other medium

Yes, the Testing Labs like Textiles Committee, Ministry of Textiles, Government of India, Guntur/Hyderabad, Malkha Marketing Trust, Hyderabad and APCO-RITES, Hyderabad have been identified and circulated through District Website.

The following facilities are available at Quality Testing Lab of Textiles Committee, Guntur:

           

       Testing Lab, Guntur                                                             Yarn Twist Tester Machine         &   High-Volume instrument for Cotton fibre testing to   Know fibre fineness, fibre length & Strength.   

                     

Tensile Tester for fabric strength templates: 25×25 & 10×10 This is for weight per Sq.mt. (GSM) 

• The Textile Committee from Guntur / Hyderabad annually inspecting the Pulugurtha Handloom Weavers Cooperative Society and also collects product samples for quality testing.
• The Textile Committee, operating under the Ministry of Textiles, GoIserves as the implementing agency responsible for issuing handloom marks in India, these marks play a vital role in assisting both weavers and buyer in distinguishing authentic handloom products. Buyers can easily identify and procure genuine handloom items by seeing these marks.

• The Pulugurtha Handloom Weavers Cooperative Society tied up with Malkha Marketing trust, Hyderabad and producing Malkha Organic Yarn, The Malkha Marketing trust, Hyderabad is giving technical support to the Pulugurtha Malkha Yarn unit.

• The Pulugurtha Handloom Weavers Cooperative Society sent samples to IIHT Venkatagiri & IHB, Mumbai to know the product quality standards.

• The Pulugurtha Handloom Weavers Cooperative Society applied for India Handloom Brand Registration, Ministry of Textiles, Government of India and sent samples to the Weavers Service Center, Vijayawada for Testing.

                                                                                                                             IHB Registration Applied Acknowledgement

• The Technical Officers of the Apex Society, APCO conducts quality test (width, height, ends per inch, picks per inch, fabric count, production record, yarn bills, appraise record, colourfastness etc.) while procuring the Handloom Cloth from the Pulugurtha Handloom Weavers Cooperative Society.

                                                                             APCO tests the quality of Product as per standard guidelines before procurement.

The Andhra Pradesh Handloom Weavers Cooperative Society Ltd., (APCO) who is Authorized Seller of Peddapuram Silk ODOP Product has been collaborated with RITES Testing Agency for quality certification of ODOP Products.