The entire range of Tantuja is now available at your doorstep. Available pan-India on Flipkart from 2 pm onwards today, that is, April 1, 2015, you can now purchase any Tantuja item of your choice without having to visit a Tantuja store.

Tantuja, the apex society of handloom weavers’ cooperative societies in West Bengal, is finally breaking the myth – that traditional things should be sold the conventional way – and going click-friendly.

Famous for Banglar tant (literally ‘Bengal handlooms’), it has not only created a mark in the handloom sector of India in the past 60 years but has won quite an audience internationally too. Tantuja was set up in 1954 by the West Bengal government with a view to save the weavers and merchants from the hardships and exploitation of the handloom industry. Boasting of being the head provider of Bengal handloom products, Tantuja now has 101 sales outlets, 12 procurement centres, two training centres, one printing unit, and two silk and three cotton projects, employing more than 500 personnel.

With e-commerce being the next big thing in selling, this dramatic shift of the handloom sector will encourage other similar sick ventures to kickstart with such initiatives. Not only will this new approach by Tantuja bring the excellent and intricate work of the artisans of Bengal into the limelight but will also create an employment opportunity for the hundreds who are skilled but unwaged.

So now, along with being available in brick-and-mortar outlets, Tantuja can also brag about its handlooms and handicrafts being up for sale on one of India’s most popular online selling portals.