ONE DISTRICT ONE PRODUCT
ODOP – ONE DISTRICT ONE PRODUCT
ODOP initiate is aimed at manifesting the vision of the Hon’ble Prime Minister of India to foster balanced regional development across all districts of the country.
The idea is to select, brand, and promote one product from each district of the country for enabling holistic, socio-economic growth across all regions.
For Sri Sathyasai District the following two Products are identified under ODOP initiative.
HANDLOOMS: DHARMAVARAM SILK SAREES & PAVADAS
HANDICRAFTS: NIMMALAKUNTA LEATHER PUPPETS
Leather Puppetry Craft is a very ancient craft in the State of Andhra Pradesh. This Craft is about 1500 years old traditional craft. A group of families that came to the state of Andhra Pradesh from the state of Maharashtra region 1000 years ago, started their living activities here itself and over a period of 700 years ago. They were settled in the village of Nimmalakunta under the District Sri Sathyasai (Formerly Ananthapuramu District), the main village of Leather Puppetry Craft Cluster in Nimmalakunta village. About 250 families live in this village and around 350 artisans are practicing Leather Puppetry craft. Andhra Pradesh Leather Puppetry is a GI registered craft.Total annual production in respect of Nimmalakunta leather Puppet is around 4 crores.
Out of above two products, Dharmavaram Silk Sarees are selected under “ONE DISTRICT ONE PRODUCT” for Sri Sathyasai District.
ODOP PRODUCT – DHARMAVARAM SILK SAREEs
History:
Dharmavaram is eminent throughout the country for its elegant silk sarees. The town is situated at a distance of approximately 40 km from Puttaparthy town in the district of Sri Sathyasai in the Rayalaseema region of Andhra Pradesh. Its silk weaving industry has made the Town renowned not only in India, but throughout the world.
Dharmavaram is a small town of rich handloom cluster is situated in the District of Sri Sathyasai of Rayalaseema region in A.P. A humble beginning with nearly 100 families in and around Dharmavaram village, has now grown into more than 28,000 Weaver families in Sri Sathyasai and Rayalaseema districts.
In the year 1153-54 AD, a person named Kriya shakthi Vodavaru Swamy had got a village constructed on the banks of Chitravathi river. To commemorate his mother Dharmamba, he named the village after her as Dharmavaram. In course of time, in 1569 to 70 AD the Dharmavaram reign passed on to the hands of the Hande dynasty from Vijayanagara rulers.
As per the records in 1895 AD, there were 172 Handlooms (both wool and cotton). By the year 1919, the population of Dharmavaram had grown to 7386. Handloom weaving has been the main stay in the village by then. As the years rolled by, silk handloom weaving occupied a predominant position in Dharmavaram.
(Source: Dharmavaram Charitram by Seeripi Anjaneyulu, printed by Andhra Patrika Mudrakshara Shala, Chennapuri, Year 1918).
An excerpt from DIGITAL SOUTH ASIA LIBRARY, Imperial Gazetteer of India, v.11,p.299,300, from Meyer, William Stevenson, Sir, 1860-1922, et al. Imperial gazetteer of India. Oxford: Clarendon Press, 1908-1931. References of Dharamavaram therein have been made “to a thriving silk industry and market way back in late 19th Century.
Evidence of origin of Dharmavaram sarees can also be found in the roof wall paintings of Lepakshi Temple near Hindupur. Besides, there are a total of 280 designs in the temple constructed during the year 1522 to 1538 AD. A place called Latha Mandapam is situated in Lepakshi wherein 36 rock pillars have 144 unique designs of Dharmavaram sarees.
The Product:
INTRODUCTION:
Dharmavaram Sarees are essentially made of pure mulberry silk, with elaborate Zari work woven on them in resplendent colors. The characteristic Dharmavaram saree has broad solid colour borders with intricately woven brocaded gold border. It is eco-friendly, highly durable and enhances the grandeur and aura of the lady wearing it in social functions. Though worn in all weather conditions, it is better suited for cool or cold climate. It is most appropriate for grand functions. Designs on the pallu and body of saree largely represent flora and fauna as also traditional legends of the country. Leaf, Flower, Fruit, animals and bird designs are largely incorporated in Dharmavaram sarees. More recently the weavers have improvised the weave of the zari to include various contemporary themes as seen in the pictures below. Peacock and Parrot designs are however the most popular and most traditionally used. The semi-arid tropical climate and the quality of water contribute to the color fast nature of the yarn during production.
Different combinations of workmanship on the saree are possible
- a) One side Kuttu Saree
- b) Double side Kuttu Saree
- c) One side self Saree
- d) Double side self Saree
- e) One side semi contrast Saree
- f) Double side semi contrast Saree
- g) Evening and morning brocade saree
- h) Tape border saree
(*Kuttu: A joining between the border and the body of the saree)
PRODUCT SPECIFICATIONS:
- Dharmavaram Handloom Silk Sarees and Silk Pavadas are exclusively made of mulberry silk woven by hand.
- Presence of zari is a must in Dharmavaram silk sarees and pavadas. This adds to elegance and grandeur of the textile.
- Half fine (or twisted) quality zari obtained exclusively from Surat, Gujarat is only used in manufacture of the instant GI. The zari for borders is used in warp and for pallu and body zari is used in weft. Green, silver and pink coloured zari also used.
- Every Silk saree and Pavada of Dharmavaram shall invariably consist of Zari ranging between 15% and 50% of the total weight and area of saree or pavada.
The zari used for Borders, pallu and body designs of the Dharmavaram handloom pattu saree and pattu pavada is half fine or tested zari. Sarees generally bright and resplendent available in all colours and combinations.
Measurements:
Saree: 5.5 meters + 90 cms (blouse) ie., length with blouse; width-46inches to 50 “inches.: Weight-750 gms to 1400 gms.
Paavada– Width can vary from 20 to 45 inches Length 1.5 mts To 4.0 mts. Weight- from 150 gms. To 600 gms.
Dharmavaram Silk Saree
Dharmavaram Silk Paavadas
Flow Chart of Dharmavarm Silk Handloom Weaving Process
Diagrammatic Representation of Dharmavarm Silk Handloom Weaving Process
PROMOTION & INFORMATION DISSEMINATION
Promotion of activities done through District/State/other social media website tagging ODOP handle (including promotional activities in vernacular languages):
The District Administration has promoted the Dharmavaram Silk Sarees through social media (WhatsApp, YouTube, Facebook, Instagram, Twitter(X)). The Weavers were registered in WhatsApp, Instagram Apps and promoted their Products.
State ODOP Handles
List of Sellers who are promoted their products through WhatsApp
| Sl. No |
Name of the Seller |
Phone No. |
|---|---|---|
| 01 |
J.Nagaraju |
9848385840 |
| 02 |
C.Markandeya |
9290778355 |
| 03 |
P.Vamsi Krishna |
9550887716 |
Instagram:
- ID:
Link: https://www.instagram.com/silks_dharmavaram_sarees/?hl=en
- ID: dharmavaramsaree
Link: https://www.instagram.com/dharmavaramsaree/reels/
Facebook:
- ID: Dharmavaram Sarees
Link: ww.facebook.com/dharmavaram.sarees/”
https://www.facebook.com/dharmavaram.sarees/
- ID: Dharmavaram silk sarees
Link: https://www.facebook.com/sreedurgasilksarees/
Twitter:
- https://twitter.com/i/flow/login?redirect_after_login=%2FDmmsarees
- https://twitter.com/i/events/1224564480853458944?lang=en
- https://twitter.com/i/flow/login?redirect_after_login=%2Fapcofabricsap
- https://twitter.com/dmmsilksarees
APCO Website:
https://apcohandlooms.com/product-category/sarees/silk-sarees/dharmavaram-silk/
Product & Weaver Story through News Paper: Paper cuttings related to product and Weaver
J.Nagaraju,Designer and Master Weaver from Dharmavaram of Sri Sathya Sai District has owen a huge Silk Saree measuring 180 ft in length and weighing 16 Kgs depicting 400 images of the story of Ramayana in the form of pictures. The words Jai Sriram in 13 languages was inscribed 32,000 times on the Saree. The Saree is an ample testimony to the skill of Weavers and Designers of Dharmavaram. Cotton, Silk,Linen, Banana yarn and Silicon were used for the Saree and Gold,Silver, Copper and Pink colour Jari added exuberance to the finished product.
https://www.thehindu.com/news/national/andhra-pradesh/master-weavers-gift-for-ayodhya-ram-temple-consecration/article67759502.ece
News Paper clipping about the celebrations of the Handloom Day at Collectorate, Sri Sathyasai District on 07.08.2023. The District Collector inaugurated a Exhibition of Handloom products on the occasion and the District Collector and District Officials released a Poster on the benefits of wearing Handloom.
News Article about the two families from Dharmavaram in Andhra Pradesh’s Sri Satya Sai district have woven the 60-metre-long pure silk saree weighing 16 kg over a period of four months
News Article published on Dharmavaram Silk Sarees
Exhibitions conducted/participated
In order to achieve the remunerative prices for weavers and to create the brand value of Dharmavaram Sarees and Handloom clothes, the Office of the District Handlooms and Textiles Officer, Sri Sathya Sai District has deputed Societies/Participants to sell the Dharmavaram Silk Sarees in Expos.
| LIST OF PARTICIPANTS PARTICIPATED IN DOMESTIC EXHIBITIONS | |||
|---|---|---|---|
| Sl. No. | Name of the Exhibition | Exhibition period | Name of the Industry / Firm / Company |
| 1 | 2 | 3 | 4 |
| 1 | Exhibition-cum-sale at Vijayawada | 07.08.2023 to 20.08.2023 | 1.Sri Balaji Cotton & Silk Handloom Weaver’s Co-operative Society Ltd., O.W.No.74, Mudireddy palli, Hindupur(M), Sri Sathyasai District |
| 2. Sri Nataraj SWCS, ARS No.247, Dharmavaram, Sri Sathyasai District. | |||
| Sudrashana SWCS Ltd., Dharmavaram | |||
| Sri Lokeswari SWCS Ltd., Dharmavaram | |||
| 2 | Handloom Exhibition-cum -sale, Nigamagam,Sri Nagar colony,Hyderabad | 27.10.2023 to 02.11.2023 | 1. Lakshmikala Cotton & Silk Weavers Co-operative Society Ltd., Dharmavaram. |
| 2.Sri Lakshi Venkateswara Silk Handloom Weaver Co-operative Society Ltd.,Dharmavaram | |||
| 3 | State Handloom Expo at Tirupathi | 20.12.2023 to 02.01.2024 | Sri Lakshi Venkateswara Silk Handloom Weaver Co-operative Society Ltd.,Dharmavaram |
| 4 | Handloom Exhibition-cum-sale at Peoples Plaza, Hyderabad | 10.01.2024 to 23.01.2024 | Sri Balaji Cotton & Silk Handloom Weaver’s Co-operative Society Ltd., O.W.No.74, Mudireddy palli, Hindupur(M), Sri Sathyasai District |
| 5 | Handloom/Handicraft Expo at Hindupur, Sri Sathyasai District conducted by KVIC | 08.03.2024 to 17.03.2024 | Resham Khadi Gramodyog Sanghamu,Dharmavaram |
| 6 | Bharath Tex-2024 at New Delhi. | 26.02.2024 to 29.02.2024 | |
| Gaddam Srinivasulu, Dharmavaram | |||
| 7 | Silk Fab, Bhubaneswar | 05.09.2023 to 18.09.2023 | APCO |
| 8 | Silk Fab, Jamshedpur | 28.09.2023 to 11.10.2023 | APCO |
| 9 | Silk Fab, Lucknow | 20.10.2023 to 05.11.2023 | APCO |
Participation of Sri Balaji Cotton & Silk Handloom Weavers Co-operative Society Ltd., Hindupur in Handloom Exhibition-cum-Sales at Peoples Plaza, Hyderabad
KVIC has conducted Expo at Hindupur from 08.03.2024 to 17.03.2024, Resham Khadi Gramodyog Sanghamu, Dharmavaram has participated in the Expo and displayed ODOP Product
Gaddam Srinivasulu (Entrepreneur), Dharmavaram has participated and displayed ODOP Products in the Stall in Bharath Tex-2024 Programme at New Delhi, conducted by Ministry of Textiles, Government of India
Sri Lokeswari SWCS Ltd., Dharmavaram has participated in Exhibition-cum-sale at Vijayawada from 07.08.2023 to 20.08.2023 and displayed ODOP Product
Sri Lakshmi Venkateswara SWCS Ltd., Dharmavaram has participated in State Handloom Expo at Tirupathi from 20.12.2023 to 02.01.2024 and displayed ODOP Product
Dharmavarm Silk Sarees displayed for Sale in APCO Stall at Silk Fab, Bhubaneswar
Dharmavarm Silk Sarees displayed for Sale in APCO Stall at Silk Fab, Jamshedpur
Dharmavarm Silk Sarees displayed for Sale in APCO Stall at Silk Fab, Lucknow
Onboarding of Handloom Products on GeM Portal:
Screenshot of GeM Registration of Lakshmidevi Silk WCS, Dharmavaram
Screenshot of GeM Registration of Sree Lakshmi Prasanna Chenetha Sangham, Hindupur
Officer In-charge of the ODOP Activities:
Name: Sri Ramesh
DHTO/Assistant Director (H&T),
Sri Sathya Sai District
Mobile Number:9866727042
Officer In-charge of the ODOP Activities for Leather Puppets:
|
Name |
:: |
Sri D.A.Srinivas, |
|
Designation |
:: |
Manager, Lepakshi,Ananthapuramu |
|
Phone |
:: |
98499 00942 |
Dedicated ODOP Team: details:
1.Name: Sri K.V Ramana Reddy,
Development Officer (H&T),
Mobile Number: 8331920922.
2.Name: Sri P. Eswaraiah,
Assistant Development Officer (H&T),
Mobile Number: 8185881331.
Dedicated ODOP Team details for Leather Puppets:
Name : Sri D.A.Srinivas,
Designation: Manager, Lepakshi, Ananthapuramu
Mobile Number:9849900942
Helpline number & e-mail ID for ODOP Beneficiaries:
DHTO Name & Mobile Number: Sri R.Ramesh ,9866727042
District official mail id:dhto.satyasai.hnt@gmail.com
Beneficiaries who received assistance under various Schemes
| Sl. | Name of the Scheme | No. of beneficiaries 2023-24 | Remarks |
|---|---|---|---|
| 1 | YSR Netanna Nestham | 15309 | Govt. of Andhra Pradesh is providing financial assistance of Rs.24,000/- per annum to every family who owns a Handloom to modernize their equipment and compete with the Powerloom sector. |
| 2 | YSR Pension Kanuka | 15658 | Weavers who have completed (50) years of age is provided monthly pension of Rs.3000/- through Village/ Ward Secretariats. |
| 3 | Weaver MUDRA Scheme | 698 | The Govt. of India is implementing PM MUDRA for providing adequate and timely assistance @ Rs.50,000/- to Rs.2,00,000/-from the Banks at concessional interest rate with Margin Money Assistance @ 20% of loan amount subject to maximum of Rs.25,000/- per individual Handloom Weaver. |
| 4 | Pradhan Mantri Jeevan Jyothi Bima Yojana, | 587 | It is an insurance scheme offering life insurance cover for death, due to any reason.The sum assured is Rs.2,00,000/-. |
| 5 | Pradhan Mantri Suraksha Bima Yojana | 571 | It is an insurance scheme offering accidental insurance cover for death or disability. The sum assured is Rs.2,00,000/- in case of accidental death. |
| 6 | Raw Material Supply Scheme | 100 | National Handloom Development Corporation (NHDC) is supplying quality yarn to the eligible Handloom weavers at subsidized rates @15% of Yarn price. |
| Total | 32,923 | ||
https://drive.google.com/file/d/1SawCbPsyOXsfwLi1XFRwV5Ul4SEDrWa9/view?usp=sharing
Dharmavaram Silk Saree has GI Tag and the pictures of the product range are given below:
GI Tag Certificate
Pictures of the product range are given below:
DOP Product Brochure link:
https://drive.google.com/file/d/1ysoTg8mYGq4gDkQnu8U2i-xKPa2li5vE/view?usp=drive_link
Grievance redressal:
- District Administration is conducting a Grievance Redressal Programme i.e., “Public Grievance Redressal System(PGRS)” on every Monday (Both on-line & off-line) at the District Head Quarters and Divisional level to redress all problems/issues being faced by the Handloom Weavers including One District One Product.
- In that Programme District Handlooms and Textiles Officer, Sri Sathya Sai District will also participate and obtain grievances from Handloom Weavers to redress in time.
- Grievance Redressal Officer is District Handlooms and Textiles Officer, Sri Sathyasai District.
- Website link: https://meekosam.ap.gov.in/
Export Policy
Government of Andhra Pradesh introduced “Andhra Pradesh Export Promotion (APEX) Policy 2022-27” to establish Andhra Pradesh as a leading export hub in the country through development of world class logistics and export infrastructure, promotion of high-quality product portfolio, enabling robust export-oriented institutions and creating integrated export ecosystems from districts to ports. The policy document is given below in the link
https://www.apindustries.gov.in/APIndus/Data/policies/9.-AP-Export-Promotion-Policy-2022-27.pdf
Help Line Number:
|
Name |
:: |
Sri S.Chand Basha |
|
Designation |
:: |
General Manager, District Industries Centre(DIC), Sri Sathyasai District. |
|
Phone |
:: |
70131 41544 |
|
Address |
:: |
Deena Janoddarana Buildings, Near Westgate, Puttaparthy, Sri Sathyasai District. |
Upcoming Events:
| Sl. No |
Event |
Tentative Dates & Place |
|---|---|---|
| 1 |
Cluster Awareness |
09.07.2024 at Somandepalli |
| 2 |
ODOP Awareness |
19.07.2024 at Dharmavaram |
| 3 |
Buyer Seller Meet |
16.10.2024 & 17.10.2024 at Dharmavaram |
| 4 |
Exhibition |
20.11.2024 to 26.11.2024 at Puttaparthy |
| 5 |
National Handloom Day |
07.08.2024 at Puttaparthy |
List of authorized suppliers of ODOP Product:
Identified testing labs:
- The Regional Silk Technology Research Station, Dharmavaram, a Regional Institute of the Central Silk Technology Research Institute (CSTRI), Central Silk Board, Ministry of Textiles, Govt. of India is providing Testing services in the areas of physical, chemical and eco-parameters on nominal charge basis.
Testing Activities:
- Silk Purity Test: Purity of silk i.e. 100% silk yarn, mixed yarn
- Denier test: Denier variation in the yarn
- All Test:Long term, medium-term, short-term variation, strength & Elongation, cohesion no of defects, neatness, evenness of the yarn.
Central Silk Technological Research Institute, Dharmavaram
- Textiles Committee is offering regulatory and nonregulatory testing services to trade and industry through its 17 laboratories including 9 eco-laboratories besides engaged in R & D activities and development of test methods. Textiles Committee has been actively participating in various committees of Bureau of India Standard (BIS) in formulation of test standards. With the advent of new technologies, Textiles Committee has implemented and extended the services of Laboratory Information Management System (LIMS) to its valued customers. LIMS is a computer-based solution providing, streamlined workflow automation and management in the laboratory. Textiles Committee’s 14 laboratories have been accredited with ISO 17025 by NABL and extending its valuable consultancy to set up test houses to stakeholders.
Textile Committee, Chennai is providing sample Testing services to Dharmavaram Silk Sarees
QR Code for Details about the Product
QR Code of the Dharmavaram Silk Sarees