For centuries, India’s handloom sector has woven threads of tradition, cultural identity, and rural livelihoods. Yet, while handloom is one of the country’s largest sources of rural employment after agriculture, its weavers have often struggled with one persistent problem: limited market access.
Until a few years ago, many weavers relied on local fairs or middlemen to sell their products — often at prices that barely covered their costs. Their reach was limited to nearby towns or, if lucky, to urban craft exhibitions that came around only a few times a year. But the digital revolution is changing that narrative. With smartphones, mobile data, and the rise of e-commerce platforms, rural handloom clusters are now finding ways to leap over old barriers. From remote villages in Assam and Kutch to the looms of Odisha and Andhra Pradesh, weavers are going online — and taking their timeless art global.