For centuries, the vibrant Ikat saris and fabrics of Pochampally have travelled from village looms to urban wardrobes through a long chain of traders, wholesalers and retailers. Consumers admired the finished product, but rarely got to meet the people behind it. The Yadadri Bhuvanagiri district administration is now hoping to change that.

Around 100 weavers from Pochampally and neighbouring weaving clusters will bring their craft directly to the Hitex Exhibition Centre in Hyderabad from June 5 to 7. Their stalls will allow visitors to not only purchase handloom products from the artisans themselves but also witness the intricate process behind one of Telangana’s most recognisable textile traditions.

According to Yadadri Bhuvangiri District Collector Anuraag Jayanti, the exhibition is part of a larger effort to improve the livelihoods of handloom weavers while preserving and promoting a craft that has earned them international recognition.

Despite its reputation, the sector continues to face challenges. Handloom weavers increasingly compete with cheaper powerloom products and printed textiles, making market access and visibility critical for sustaining livelihoods. “The ultimate goal is to improve the livelihoods of these craftsmen. There are two ways of doing it: one is to bring customers to the village and the second is to bring the village to customers,” the Collector said.

The exhibition is built around the second approach.

Mr. Jayanti added that while handloom products often pass through multiple intermediaries before reaching consumers, the event seeks to place the spotlight on the artisans themselves. By enabling direct interaction between weavers and buyers, the administration hopes to create new market opportunities and reduce dependence on lengthy supply chains.

Beyond the sales counters, visitors will also get an opportunity to understand the craftsmanship behind every saree and fabric. Live demonstration units will showcase the distinctive Ikat tie-and-dye process.

The exhibition will also feature stalls run by women’s self-help groups. Funding for the initiative has come through a combination of government support and Corporate Social Responsibility (CSR) contributions.