Vol. 5, Issue 4, Part H (2019)

Abstract
In India, Consumers and traders of genuine silk demanded that the Central Silk Board introduce measures to bring in fair practices to the trade. As a response to those demands, Silk Mark was launched on 17th June 2004. Silk Mark is promoted by Silk Mark Organisation of India (SMOI), a registered society under the Karnataka Society Act 1960. SMOI is an initiative of the Central Silk Board, Ministry of Textiles, and the Government of India. The Silk Mark labels are in the form of paper hangtags and sew-in labels. These are affixed only on pure silk products by the authorised users of Silk Mark. Each label has a hologram and a unique number printed on it, which helps the consumer trace the product back to the authorised user. This research have highlighted the introducing the awareness mechanism at distribution level of Kanchipuram silk apparel.