Bethany Williams partners with Ministry of Textiles, to unveil the “India Handloom Brand”

31th March 2021

New Delhi: Bethany Williams, the new man apparel brand has joined hands with the Ministry of Textiles, Government of India and announced the launch of India Handloom Brand garments at Bethany Williams new store in New Delhi's Saket recently, the company said in a statement.

The event marked the collaboration between newly stepping men sustainable fashion brand Bethany Williams and Ministry of Textiles, Government of India which would entail the brand to create apparels using the India Handloom Brand fabric promoted by the Ministry of Textiles. To start with, the clothing line would comprise of India Handloom Brand Pochampally Ikkat, Eri silk, Kalamkari Cotton and Dabu Cotton fabrics from Telangana, Uttar Pradesh, Madhya Pradesh and Karnataka States and would be available at key Bethany Willaims outlets.

“Ministry of Textiles is focusing to promote and revive the Indian handlooms and the Indian weaves. Our country has a rich textile heritage and to come up with an initiative such as this, where in Sustainable fashion brands like Bethany Williams are collaborating with a government initiative allows for making the programme bigger and successful,” said, Smriti Zubin Irani, Hon’ble Minister of Textiles, Government of India.

“We are proud to be associated with India Handloom Brand. Bethany Williams, will be using the India Handloom Brand’s fabric to craft some exclusive pieces for their upcoming collections. The India Handloom Brand’s fabrics are of supreme quality and are environment friendly. We are extremely excited to help revive and expand the Indian handloom industry and look forward to creating many more fashionable ranges with handloom fabrics,” said Sandesh Madhwani, Managing Director, Bethany Williams India.

This initiative will provide Bethany Williams an opportunity to popularize Indian handloom products which will in turn help the weavers and local artisans’ showcase their works on a wider platform and help provide a fashionable outlook to the product.