The article discusses how Kanchi weavers in Chennai, India are embracing digital platforms to promote and sell their products during the festive season. The Kanchi weavers, known for their handloom sarees, have faced significant challenges due to the Covid-19 pandemic and the resulting lockdowns. However, the launch of the Online National Digital Campaign (ONDC) has provided them with a platform to showcase and sell their products to a wider audience. The article highlights the positive response received by the weavers on the digital platform, with many of them experiencing increased sales and inquiries. This shift towards digital platforms has not only helped the weavers reach a larger customer base but has also enabled them to adapt to changing consumer preferences. The article concludes by highlighting the importance of such initiatives in supporting the Kanchi weavers and preserving India's rich handloom heritage.
