Organic saris weave magic in Berhampur

Eco-friendly sari is the new fad among women, advocating the same in their fashion statement.

Reflecting this spirit is Tamil Nadu Handloom Weaver's Co-operative Society Limited aka 'Co-optex.' At the weeklong expo inaugurated on Monday in the city, Co-optex has displayed a wide range of organic cotton saris dyed using natural/vegetable colours.

"These cotton saris are intrinsically woven by traditional weavers of Negammam area in Coimbatore. These were first introduced in Tamil Nadu followed by Andhra Pradesh. The saris have now hit the Berhampur market" said senior regional manager, Co-optex, K Yuvaraj.

The cotton used for weaving the saris was cultivated without using fertilizers or pesticides. This type of cotton is dubbed 'organic' and when dyed with chemical-free natural or vegetable colours, the fabric becomes non-toxic, non-allergic and environment-friendly, he said.

"The saris have soothing colours, with an attractive border and a pallu. These are good for skin and are available in the range of Rs 3,000 to Rs 4,000 a sari," he added.

The photo and address of weavers are stuck to each sari. "We are targeting teenage girls, professionals and homemakers," the senior regional manager said. The Tamil Nadu government is extending 20% rebate on silk and cotton varieties.

Besides saris, other handloom products are on display at the exhibition. "These are also available at the Co-optex stores in Berhampur, Rayagada and Paralakhemundi. We hope to achieve Rs 10-lakh sale turnover during the exhibition," Yuvaraj said.