Haat on Wheels Initiative – Taking Handlooms to Consumers

Syllabus: Economy (UPSC Prelims)
Source: PIB

Context

The Ministry of Textiles launched the “Haat on Wheels” mobile handloom marketplace during the 11th National Handloom Day celebrations on August 5, 2025 in New Delhi.

What is it?

• A mobile retail platform to deliver authentic handloom products directly to urban consumers.
• Implemented by the National Handloom Development Corporation (NHDC) under the Ministry of Textiles.

Objectives

• Promote indigenous handlooms and sustainable fashion.
• Improve market access for weavers.
• Integrate handloom products into mainstream retail channels.

Key Features

• Displays 116 traditional weaves from across India.
• Mobile vans move across Delhi NCR, covering markets, residential areas, and cultural hubs.
• Operates under the theme “My Handloom, My Pride; My Product, My Pride.”
• Direct-to-consumer model connects weavers with buyers, reducing intermediaries.

Significance

• Improves livelihood security for weavers.
• Promotes Vocal for Local and Atmanirbhar Bharat.
• Preserves regional weaving traditions and supports cultural heritage.