Empowering Handloom Artists of India

Whether you are looking to elevate your basic work attire or want that one go-to conversation starter in your wardrobe, traditional Indian handloom pieces are now a versatile choice. For years, Indian handloom has been a staple for ethnic events and celebrations, but now you can show off your love for Indian handlooms with contemporary pieces too!

Aditya Birla Group’s social enterprise Aadyam Handwoven, Hindalco’s Kosala and Aditya Birla Fashion and Retail’s Jaypore have together, spearheaded a movement to revive, sustain, and spotlight age-old crafts and the intricate handloom traditions of artisanal communities across the country. It isn’t just about fashion, but about marrying traditional handlooms with contemporary aesthetics. Aadyam, Kosala and Jaypore have woven a narrative that blends tradition with modernity, ensuring that these exquisite crafts find their rightful place in contemporary wardrobes. By curating a diverse range of handcrafted products, they are bringing the best of India’s artisans to a global audience - creating a platform where tradition and innovation work together, and where the stories of artisans are told through the medium of contemporary fashion.

Heritage meets high fashion

Jaypore has always prided itself in showcasing India’s most breathtaking handloom textiles. By collaborating with artisanal communities and textile designers, they create stunning pieces that effortlessly blend traditional and modern elements, making them a perfect fit for contemporary wardrobes. One of their recent launches is the Puhur collection – a line of shawls inspired by the Toda tribe of the Nilgiris, in the Western Ghats.

Women of the Toda tribe, express their heritage using red and black woollen threads on white cotton fabric. Their motifs are inspired by nature and their intricate needle weaving is done on cloth, freehand – that is without any drawing or markings. Phukoor, or the heritage handicraft of richly woven reversible fabric is the perfect accessory for ethnic or casual wear. It makes a stunning impression while celebrating the wearer’s love for Indian handloom.

Named after the gilded pride of Chhattisgarh, Kosa silk, Hindalco’s Kosala is geared to revive tradition and make it accessible to a global audience. Once celebrated for its high quality Kosa silk now faces the looming threat of rapid mechanisation and low-cost blending which affects both weavers and patrons alike.

Hasty technological growth has left little space for hand crafted textiles that demand a greater degree of physical care, and in its place set up cheap replicas of traditionally venerated textiles like Kosa, which was revered for its natural lustrous glow.

As the divide between producers and consumers grows ever larger, the survival of traditional crafts is increasingly at risk. If the art of spinning and weaving Kosa silk is lost to just one generation, it may disappear forever.

This is why Hindalco launched Kosala. The initiative has been conceptualised in association with Xynteo Vikaasa – a unique coalition working with multiple stakeholders to create sustainable growth models. It aims to revive the Kosa silk craft, a traditional skill of the Dewangan community in Chhattisgarh.

Nurturing the roots of Indian handloom

Walking through an Aadyam handloom store is an exercise in identifying Indian handlooms. From vibrant Ikat prints to unique Banarasi Mashru sarees, and the timeless beauty of Sozni embroidery from Kashmir, Indian handlooms captivate you at every turn. Perhaps, the goal of these displays is to captivate and mesmerise you because handlooms are being seen as beautiful pieces to incorporate into the modern Indian’s wardrobe.

Aadyam aims to preserve India’s handloom heritage by supporting weaver communities and promoting traditional craftsmanship. Aadyam Handwoven works closely with handlooms through clusters – Bhuj, Varanasi, Pochampally, Kashmir, and Bhadohi Mirzapur. Kosala, on the other hand, is dedicated to preserving the tribal art form of Chattisgarh, creating a sustainable environment for artisans, and connecting global audiences with these unique crafts. By supporting this community, Kosala hopes to ensure that the traditional weavers of Chhattisgarh not only survive but thrive, allowing enthusiasts of traditional handlooms to enjoy the beauty of Kosa silk.

They empower weavers by giving them access to new markets and true connoisseurs of heritage handlooms. Weavers get recognised for their craft and can sustain themselves by pursuing their traditional craft. They spotlight the skill, talent, and traditional style sense of the weaver or craftsman and utilise it to create beautiful, handcrafted seasonal collections at Aadyam. This enters the store as apparel (sarees, shawls, stoles, dupattas) or home linen (rugs, bedspreads, curtains, throws, cushion covers) ensuring that tradition meets modern sensibilities.

Empowering the hands

Aadyam Handwoven, Hindalco’s Kosala and Jaypore’s commitment to artisanal crafts goes beyond fashion. They work closely with artisans, providing them with the resources, training, and market access needed to sustain and grow their craft. By promoting fair trade practices and ensuring that artisans receive fair compensation, these initiatives contribute to the economic empowerment of artisanal communities.

Furthermore, Aadyam, Kosala and Jaypore place a strong emphasis on sustainable practices. By using natural dyes, organic fabrics, and eco-friendly production methods, they ensure that their products are not only beautiful but also kind to the environment. This commitment to sustainability resonates with a growing number of consumers who value ethical and eco-conscious fashion.

India's cultural ambassadors

The global reach of Aadyam Handwoven, Kosala and Jaypore has brought Indian artisanal crafts to the world stage. Their collections have garnered international acclaim, showcasing the beauty and intricacy of Indian handlooms to a global audience. This international recognition not only boosts the profile of these crafts but also creates new market opportunities for artisans.

Together, these three initiatives from Aditya Birla Group are bringing India’s beautiful, ancient handloom traditions to the modern world. They combine traditional skills with fresh designs to create a unique fashion narrative that tells the story of India. More importantly, their work empowers these artisanal communities, ensuring that these crafts continue to flourish. In a world dominated by fast fashion, Kosala, Aadyam Handwoven and Jaypore stand are champions of slow, sustainable, and soulful fashion.