Amritsar looms meet rising siropa demand for Tamil Nadu election campaigns

AMRITSAR: As election fever grips Tamil Nadu, the quiet industrial lanes of Amritsar are buzzing with round-the-clock activity.The famed city of looms, known for its fine shawls and intricate weaves, is now at the heart of an unexpected poll-time rush, as the demand for siropas (robes of honour) from Tamil Nadu is skyrocketing while political parties scramble to order them by the thousands ahead of campaign rallies. Sanjiv Kapoor, a long-time supplier of “mini-shawls” to wholesalers across South India, says the orders this year surpassed all expectations. “The looms here are running non-stop. Every worker is engaged full time. Political parties from Tamil Nadu are placing bulk orders" adding that they are also placing orders for the mufflers in different colours that match their party flags. Traditionally, these siropas measuring 27 inch by 54 inch holds deep ceremonial value since they are presented as symbols of honour during weddings or religious gatherings. But over the past several decades , they became an integral part of Tamil Nadu’s political theatre, gifted as tokens of respect to supporters, dignitaries, and crowds during campaign events. Krishan Kapoor, another supplier, recounts the industry’s gradual transition from luxury wool to cost-effective synthetics. “A pure wool siropa cost around ₹70 earlier. Now, we use PV Roto thread from Panipat which has brought the costs down to ₹30 and still looks elegant,” he says. The siropas are customised in striking hues — red, saffron, green, or pink — reflecting party identities. Yet, white-and-gold remains the most popular choice, representing neutrality and tradition. Industry insiders estimate that the shawl sector’s election-linked orders increased by nearly 200%, injecting significant revenue into Amritsar’s textile economy. However, the rush also strained the workforce, as artisans struggle to meet tight deadlines ahead of polling day. As campaign trails intensify in Tamil Nadu, these soft threads from the North quietly weave their presence into the political fabric of the South.