Outlining the Post-Pandemic Measures for Reviving the Tant Saree Industry in West Bengal: ‘Vocal for Local’ Initiative

Abstract

Objectives: This study tries to hold forth the present condition of Tant saree and its way forward to improve its circularization in the market at the best reach in response to ‘Vocal for Local’. This study also suggests a few effective remedies to improve the efficiency and prospects of Tant Saree after the COVID-19 pandemic. Methods: The study is based on secondary data collected from the Handloom Census of India and Annual report of the Ministry of Textiles (2020-2021) and the data have been analyzed by simple percentage method and bar diagrams.  Findings: It has been found that the share of handloom production in West Bengal has increased by 2.64 per cent between third and fourth instalments of the handloom census of India. Despite being the highest producer of Tant saree in India, West Bengal has received the lowest amount of financial assistance from the central government amid COVID-19 (2020-2021). About 86% of handloom households were concentrated in rural areas of West Bengal constituting 89% of the total number of weavers. Moreover, about 92% of handloom households were found with having less than Rs. 5000 while approximately 93% of households have been found in debt due to handloom. Novelty: The study is innovative and unique for West Bengal based on the existing literature because it has put forward an effective strategy for making Tant saree famous globally after the pandemic. It is also the first study of its kind after COVID 19 particularly on Tant saree of West Bengal bringing in front of stakeholders as the product of ‘Vocal for Local’. Conclusions: Conferring the policy interventions, the government should provide financial assistance to Tant weavers to purchase modern equipment for setting up their place in the national market and to popularize Tant Saree with the help of digital marketing.