Why in news?
On National Handloom Day (7 August 2025), the Ministry of Textiles launched a mobile marketplace called “Haat on Wheels” to promote Indian handloom products in urban areas.
What is it?
Haat on Wheels is a mobile retail platform designed to bring authentic handloom products directly to consumers. The initiative forms part of a national campaign celebrating India’s handloom heritage and aims to connect weavers with urban buyers.
Key features
- Implemented by the Ministry of Textiles in partnership with the National Handloom Development Corporation.
- Showcases 116 weaving traditions from different parts of India, highlighting regional diversity.
- Mobile vans travel across Delhi–NCR, stopping at markets, residential areas and cultural venues.
- Operates under the theme “My Handloom, My Pride; My Product, My Pride,” promoting pride in local craft.
- Uses a direct‑to‑consumer model that eliminates middlemen and improves returns for weavers.
Significance
- Enhances livelihood security of weavers by increasing market accessibility and cutting out intermediaries.
- Encourages self‑reliance, supports the “vocal for local” movement and promotes sustainable consumption.
- Raises awareness of regional weaving traditions and helps preserve cultural heritage.
- Successful pilots could lead to nationwide rollout, helping weavers across India.
Way forward: Feedback from urban consumers will inform future routes and product selections. Integrating the mobile haats with e‑commerce platforms can further expand reach and support weavers.
