At a time when handloom sarees are slowly losing their sheen, an MBA graduate from Puducherry has initiated steps to promote traditional handloom sarees from various states.
K. Chithra, a first time entrepreneur from Kamban Nagar here has started her Facebook page ‘Chithra Looms’ with the objective to promote handwoven sarees of India.
“My intention is to act as a bridge to those engaged in our traditional occupation of handloom weaving in the country and more specifically in the handloom hubs in Tamil Nadu, rehabilitate them and to help them tap their potential markets. The native skill goes unrecognised and end users are also not properly focussed. The idea is to bridge the two sections appropriately,” Ms. Chithra said.
Chithra has travelled across various states to understand the skill of making handloom sarees. Some of the traditional sarees such as Sungadi from Madurai, Kandangi from Karaikudi, Kanchi cotton from Kancheepuram are now available online on Chithra Looms.
The demand for wearing handloom sarees is now on the decline as women have gradually shifted to wearing georgette and chiffon sarees. Sarees woven by hand had a rich tradition and were passed on from mother to daughter. But now weavers have also been affected due to intrusion of powerlooms, she said.
Chithra Looms has tied up with over 200 weavers to procure the traditional hand weaved sarees from various regions. Traditional sarees such as Kaziranga from Assam, Bhujodi from Gujarat, Daboo from Jaipur, Bomkai from Odisha, Ikkats and Mangalgiris from Andhra Pradesh are also available on request.
Once the order is placed the saree is sent through courier in three days within the country and within a week’s time to other parts of world. “Our weavers will greatly benefit when women decide to patronise handloom sarees,” Ms. Chithra added.
