Ambedkar Konaseema district collector R. Mahesh Kumar on Friday urged handloom cooperative societies to reduce their dependence on government orders and explore private and open markets to achieve long-term sustainability. Addressing National Handloom Day celebrations at Amalapuram, the collector said nearly 90 per cent of the district's handloom cooperative societies currently rely on government orders. He urged weavers to capitalise on the growing demand for handloom products across South and North India by developing market-oriented products that match changing consumer preferences. He said essential tools are being supplied with subsidies of up to 90 per cent under the National Handloom Development Scheme, while financial assistance is being extended through the Cooperative Handloom Workers' Savings Scheme and the Handloom Mudra Scheme. He said the government is committed to strengthening the handloom sector financially and making cooperative societies self-reliant.