Wear handloom, save heritage, create millions of jobs: Fabindia Chairman’s big message at OTV Foresight 2026

Fabindia Chairman William Nanda Bissell delivered a powerful message at OTV Foresight 2026, underlining the transformative potential of India’s handlooms, crafts, textiles and cultural industries in Prime Minister Narendra Modi’s vision of a Viksit Bharat.

Speaking during a session titled “Role of Culture and Heritage in PM’s Viksit Bharat Vision”, Bissell responded to a slew of question from OTV MD Jagi Mangat Panda. Highlighting Odisha’s deep-rooted legacy in preserving India’s handloom and craft traditions, Bissell said the state has always stood at the forefront of protecting the country’s cultural heritage.

‘PM Biswakarma Scheme Could Be Truly Transformational’

“Odisha has always played a huge role in keeping intact the handlooms, crafts and textiles heritage. PM Modi has also recognised it and put it in the centre of development of handicrafts artisans through PM Biswakarma Scheme, it has touched millions of artisans and is something that could be truly transformational,” he said.

Calling employment India’s biggest challenge, Bissell stressed that handicrafts and handlooms can become a powerful job generator, especially in the government’s aspirational districts.

‘India’s 3 Biggest Challenges – Jobs, Jobs, Jobs’

“Today, our country faces three issues i.e. jobs, jobs, and jobs. It is very important to provide jobs, especially in places what government calls aspirational districts. It is in these places handicrafts and handloom have become a multiplier of jobs and give income source for people,” he added. 

However, despite being the focus of several government initiatives, aspirational districts are yet to fully realise their economic potential. Bissell believes the solution lies in changing consumer behaviour.

We Should Proudly Wear Our Own Handloom Products: Bissell

“People should proudly come forward and wear our own handloom products instead of following social media trends and styles. This will help create millions of jobs. We are a country of millions of micro enterprises and the strength and vitality of our economy comes from its micro enterprises. There should be visibility of our crafts and handlooms. Our consumers must participate in promoting our own products,” said the Fabindia Chairman.

Speaking on the PM Biswakarma scheme, he emphasised the crucial role of urban and elite consumers in shaping the future of India’s craft economy.

Who Can Carry Local Products Forward?

“It is the urban and elite consumers who have the power of taking forward our products. Sadly, most people have very less idea on our handlooms, crafts and heritage culture. The trend setters have a big role in this. We should proudly wear our products and this will be a game-changer,” he said.

Bissell also called upon the media to play a stronger role in giving visibility to India’s artisans and preserving its cultural legacy.

“The media must carry the stories of so many incredible artisans who have given years to save our age-old culture and tradition. Secondly, our trend-setters should unapologetically speak on our own food, our state products for a bigger audience. We should also respect our craftsman and award them with Padma Shri and other awards so that they are inspired and continue their good work,” he said.

‘India’s Future Lies In Embracing Its Own Traditions’

Urging the younger generation to reconnect with their roots, he said India’s future lies in embracing its own traditions instead of blindly following Western trends.

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“New generation of people should not look into the West and take inspiration from their own traditions. If these new generations become consumers, they will go forward and shape the world. Recently, we have seen a huge surge in domestic tourism. People are now travelling from one part of the country to the other. The future of India is going to be very bright. I wish I was 20 years younger,” he concluded.

His message from OTV Foresight 2026 was loud and clear: Wear handloom. Support artisans. Build a Viksit Bharat.