Traditional textile artists want to expand as brands

New Delhi, Mar 11: Traditional hand weavers and textile printers, engaged in churning out a wealth of fabrics ranging from khadi to chanderi to kalamkari among others that take the shape of saris, dupattas and other garments, are now mulling marketing themselves as stand alone brands.

At Kairi 2016, a 3-day exhibition here scores of pan-India traditional hand weavers and printers have brought the best of their products not only to sell but to market themselves as brands.

"We are in business with Fabindia for past 27 years, but now is the time when we start marketing ourselves as a brand," says Mohamed Yasim who has brought with him his classic 'Prints from Jaipur' for Kairi.

52-year-old Yasim, who is taking forward the fourth-generation of traditional prints created from soil, also got his son Naushad, a MBA degree holder involved to expand his business with fresh ideas and techniques.

"I asked my son to join our traditional business so that he could help in creating a brand name of our own. We will name it Dabu Prints," says Yasim adding that they have tied up with National Institute of Fashion Technology (NIFT) to create a flavour of Dabu or mud-resist handblock printing predominant in Rajasthan, among future generation designers.

Among other artists is Amrita Chaudhary, a tough woman who started exploring Bandhis and Shibori craft after she decided to stand-up against the domestic abuse she faced.

"I am from a small village in Rajasthan where despite education domestic abuse is very common. I am a graduate and I decided to step out of it to create a life for myself. This is where I started with this craft," says Amrita who began her business with five women in 2011.

PTI