India is recognized for its rich cultural heritage. We, as Indians, also take pride in our traditional attire. In preparation for this Ugadi, I thought of purchasing sarees for my mother and sister. With the changing weather, many people prefer cotton sarees. My mother, who appreciates handmade items and has a particular fondness for Ilkal sarees, recommended that I choose handloom sarees for her. When looking at  the handloom sector, it is evident that India has a prominent handloom industry. The creation of handloom textiles requires skilled craftsmanship, often involving entire families in the production process. Indian Artisan Handloom boasts a storied legacy that traces back to ancient times. From the intricate cotton ikkat weaves to the embroidered Benarasi silk sarees, India's remarkable handloom textiles have captivated audiences worldwide. The artisans behind these handlooms are renowned for their distinctive techniques in hand-spinning, weaving, and printing, primarily operating from small towns and villages where skills are passed down through generations. Reports suggest that the market for handloom products is anticipated to reach a value of $8,190.1 million by 2024, with projections suggesting it could grow to $18,179.1 million by 2034. Let us explore five brands that are dedicated to preserving the traditional art of handloom in India.

KARAGIRI

Dr. Amol Patwari and Pallavi Mohadikar Patwari, a husband-and-wife team, launched their venture in Pune in July 2017. Pallavi's interest in weaving is rooted in her family history, as her grandfather was a weaver from Vidarbha. Witnessing him create exquisite garments from simple yarn during her childhood sparked her passion for the craft. She also observed the financial challenges he faced as an artisan trying to support his family.

Karagiri is a saree brand that embodies India's rich heritage, offering beautifully handcrafted products sourced from various regions of the country. The brand's mission is to showcase the true beauty of India to the world. Their goal is to establish themselves as the largest digital-first saree brand in India. What sets Karagiri apart is its commitment to delivering high-quality products at accessible prices. The team curates exceptional designs from artisans and craftsmen across India, making them available globally. The brand boasts an extensive online collection of over 10,000 sarees.

Inde’ Loom

Suran Chowdhary and Tholi Sandhya established Inde’ Loom in 2018 with the primary goal of enhancing the livelihoods of artisans in rural India by facilitating their access to the market. The brand positions itself as a Maker-to-Market fair trade startup. Inde’ Loom effectively merges the rich traditional heritage of India with contemporary fashion elements, including trends, colors, and patterns, with the intention of countering the fast fashion movement. Each saree requires a meticulous crafting process that spans 2 to 3 months. Although the pandemic posed challenges to the business, they are determined to expand their customer base threefold within the next year.

Inde’ Loom operates as a Maker-to-Market Fair Trade Startup dedicated to uplifting artisans from India's rural areas while promoting sustainable, artisanal, and traceable products on a global scale. As a direct-to-consumer fair trade startup, they serve an international clientele by offering indigenous weaves handcrafted by master artisans using natural fibers. Their distinctiveness lies in providing handmade, sustainable fabrics created by skilled artisans from rural regions of India, all at fair prices and shipped worldwide. The brand beautifully intertwines India's rich heritage with modern fashion elements, producing slow fashion apparel—ethnic and western—crafted directly from the artisans' looms. Rejecting machines and factories, they advocate against fast fashion, championing a genuine fashion revolution.

Aditri 

Aditri was founded in 2018 by Pratima, an entrepreneur based in New Delhi. It is an e-commerce startup focused on lifestyle that offers a range of handmade items, including apparel, accessories, and other artistic creations.

It’s a social enterprise brand dedicated to teaching disadvantaged women the skills of weaving and sewing. It likewise has a facility located in West Bengal. Thanks to this initiative, numerous women earn throughout the year and can financially assist their families. Aditri holds a notable share in the international market.

Aditri Gems & Jewels Industries Limited is involved in the wholesale and retail of textiles and textile-related items in India. It manages Anshu's Designer Studio, a boutique in Ahmedabad that provides a range of women’s clothing items, such as Indian ethnic wear, wedding saris, bridal saris, evening outfits, party attire, and Indian designer apparel. The company provides children's clothing under the LOLIPOP label, as well as women's apparel for middle and upper-class clients under the Kalamkari label. Furthermore, it manages exclusive brand stores that offer ready-to-wear clothing. The business was previously referred to as Aditri Industries Limited. Aditri Gems & Jewels Industries Limited was established in 1995 and is located in New Delhi, India.

Chidiyaa 

Chidiyaa is for the unrestrained, those who view clothing as a means of self-expression. Moreover, they appreciate the charm of handcrafted items, where each piece reflects the unique individuality of the artisans who crafted them. Chidiyaa seeks to explore Indian heritage and guide the wearer on a fashion journey filled with a narrative, spirit, and legacy. Most importantly, they recognize that style is subjective and unique, and their creations embody this. The patterns and fabrics are created by internal designers and subsequently refined by artisans from various villages in India. 

Utilizing unique hand blocks from the Kutch desert, along with enduring fabrics from Andhra and regal silks from Banaras, they strive to present traditional crafts reimagined with a modern flair. 

 

Chidiyaa is also committed to sustainability and environmentally-friendly fashion while maintaining high-quality standards. Handmade in the villages of Ajrakhpur in Gujarat and Phulia in Bengal, Chidiyaa seeks to rejuvenate the tradition of block printing, along with hand-spun and handwoven silk and linen sarees, as well as various textile and craft styles. It asserts that nature, eco-friendly methods, and the elegance of simplicity serve as its motivation. Founder Pooja Rajput has always been imaginative, traveling to markets in rural areas and small towns to discover traditional crafts and methods. These trips marked the beginning of Chidiyaa.

Johargram

While many  labels explore the diverse handloom traditions throughout India, the brand Johargram remains connected to its origins in Jharkhand. This streetwear brand, committed to ethical sustainability, solely advocates the fabrics and handicrafts of this state. By supporting the traditions and lifestyles of ethnic minorities and tribal groups, they seek to preserve it for future generations to admire, while also generating employment opportunities in rural regions. They achieve this by incorporating traditional Jharkhandi craftsmanship into contemporary apparel such as co-ord sets, jackets, caps, and beyond.

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Founder Ashish Satyavrat Sahu embraces the shift in viewpoint saying ,”Luckily, there is growing awareness among individuals about sustainability, natural dye usage, breathable materials, and the impact of fast fashion on our planet. Situations are improving."