Handloom Marketing Assistance (HMA)


• To Develop and promote marketing channels in domestic and export markets and bring about linkage between the two in a holistic and integrated manner.

• To Provide marketing opportunities to handloom workers with special focus on talented and uncovered weavers.

Components of HMA:

1. Domestic Marketing Promotion

2. Handloom Export Promotion

3. Setting up of Urban Haats

4. Marketing Incentive (MI)

[A] Handloom Awards

Handloom Awards is conferred on the Handloom Weavers, Designers, Handloom organizations and Marketing Agencies for showing excellence in the handloom sector under National Handloom Development Programme (NHDP).


» Recognize extraordinary skills of handloom weavers, designers, organizations and Marketing Agencies who have contributed significantly to the promotion, development and preservation of weaving tradition and welfare of the weaving community.

» Encourage young weavers to continue with the work in a more enthusiastic and productive manner and encourage others to emulate them.

» Reward individuals/ organizations to adopt innovative measures for marketing of handloom products and recognize their achievements.

» Spread awareness about adoption of innovative Technology advancements in production of handloom products by weavers/ organizations and their achievements in terms of increase in production.

[B] Craft Melas


Craft Mela


IA/Designated Agency


Surajkund Mela 

Surajkund, Haryana 

Surajkund Mela Auth., Govt. of Haryana 


Taj Mahotsav 

Agra UP 

Govt. of Uttar Pradesh.



Udaipur, Rajasthan

Govt., of Rajasthan




Govt., of Andhra Pradesh




Govt., of Telangana


Toshali (Zonal Craft Mela)

Bhubaneshwar, Orissa

Govt., of Odisha



Madhya Pradesh

Govt., of MP


Craft melas like Pushkar, Tirupati, or any other/new craft melas etc. to be added to the list on need basis with the approval of DC (HL) on the recommendation of State Government/WSC concerned.

Participants for Craft Melas:

• For participation in all crafts melas except Surajkund crafts mela, the stalls will be allotted to the handloom awardees, and handloom clusters/agencies with HLM/IHB registration. Such handloom clusters/ agencies would include cooperative societies, PCs, producer groups, SHG, JLG, federations etc.

• In all Craft Melas, uncovered & talented weavers to be allowed participation up to 20% of the total stalls, on recommendation of WSCs concerned.

• For participation in Surajkund crafts mela, stalls will be allotted to Sant Kabir awardees, National Awardees/National Handloom awardees, National Merit certificate holders, IHB registration holders, State awardees including uncovered & talented weavers (Limited to 20% of the total stalls, on recommendation of WSCs concerned).

[C] Dilli Haat Exhibits

Participation in Dilli Haat, Exhibits, New Delhi:- Delhi Tourism has allocated certain stalls for allotment at Dilli Haat, New Delhi by the Office of DC (HL). The allotment of stalls in Dilli Haat would be done by a committee of at least two Officers from the Office of DC (HL) through computerized draw or open lottery, while seeking a fair distribution amongst States based on number of applications received.