Tapping the online market for fabrics with Kalamkari art work, the artisans from Pedana in Krishna District have introduced a new design and pattern of printing several popular ones exclusively on white cloth.

The artisans from the town known for their exclusive way of printing technology and patterns started applying the designs derived from Indian traditions and mythological stories on white cloth too for the past three months. The Kalamkari prints are traditionally on dark coloured cloth.

‘Lovers of the age-old designs are demanding the art work on white sarees and dress materials. They even come forward to pay much higher price for that kind of work,” a weaver and petty businessman P. Venkateswara Rao told The Hindu.

In a bid to test their maiden attempt at applying the natural colours on the white materials, the weavers introduced their works to the customers at a few exhibitions, held at Vijayawada, Visakhapatnam, Machilipatnam and the hometown of the art Pedana.

The new varieties were also available with the most sought-after peacock design, which has become synonym for the Kalamkari art among the handloom cloth lovers. The prices of both saree and dress materials are ranging from a minimum of Rs.650 to a maximum of below Rs.1,000. “The new works are largely aimed at attracting youths who seek modern styles of attire,” said Mr. Venkateswara Rao.

With Krishna District authorities planning to come up with an exclusive cluster for Kalamkari industry, in which above 4,000 artisans would be housed to eke out their livelihood, the weavers are pinning hopes on expansion of its market sources. The new works were available to the customers at the Swayam Krushi Crafts Mela that concluded on Sunday.