Myntra’s lifestyle brand Taavi has joined hands with over 1,300 artisans hailing from 7 different states in an effort to boost Indian textiles.
Taavi is an apparel brand for men and women that embodies the traditional textile craft of India such as Kolkata’s Kantha and Odisha’s Sambalpuri Ikkat. The brand has been collaborating with various NGOs and local artisans to make Indian textile and embroidery more popular in the country.
Taavi has collaborated with the likes of Industree Bangalore, a women empowerment organisation in Karnataka, and Princess Diya Kumari Foundation which is an outreach initiative for underprivileged women in Rajasthan to design the collections.
Amar Nagaram, head of Myntra Jabong, said, “The idea behind launching Taavi was to marry the traditional but unorganised Indian textile and handicraft sector with modern fashion sensibilities.”
He added “Its aim is to revive the languishing textile sector and the local artisans. Myntra will leverage its reach to take traditional Indian textile arts and crafts to a larger audience.”
In the upcoming seasons, Taavi intends to come out with bujodi shawls, kutchi work, bagh print, lehariya, madhubani, chikankari and phulkari embroidery by roping in more artisans along with expanding into the footwear and home category.
Source: https://in.apparelresources.com