Taavi: Myntra’s multi-cultural lifestyle brand gives traditional Indian textile arts and crafts a modern avatar

1200myntraTaavi, the multi-cultural lifestyle brand launched by Myntra, has so far connected with over 1300 artisans from 7 states, the company said on Thursday.

The brand adapts traditional crafts into modern fashion sensibilities, making them more relevant to the Indian youth and brings the consumer closer to the bigger cause of revival of Indian crafts.

The collection for women and men offers signature styles that range from unique textiles to traditional crafts of Indian heritage, allowing customers to make a lifestyle statement. As a concept, Taavi is aiding in the rejuvenation of the languishing form of traditional Indian fabric design and process by complementing it with a modern fashion identity and exposing it to a new and wider market, through Myntra’s unparalleled reach, it added.

“By combining both, Indian and western traditions into a silhouette, the brand has given a new flavour, a new beginning, to our traditional art and craftwork, while providing opportunity to the artisans to revive their skills and nurture the industry. Myntra’s vast reach also enables their creation to reach a much wider market,” Amar Nagaram, head, Myntra Jabong, said.

The brand has been working directly with local artisans and through NGO’s, from multiple states across the country. Key associations include the Jamdaani weavers and Kantha artisans in Kolkata and the Sambalpuri Ikkat artists from Orissa. Leading NGO’s include, Industree Bangalore – a women’s empowerment organization in Karnataka and Diya Kumari Foundation – a philanthropic social outreach initiative for the upliftment of the underprivileged women and girls, in Rajasthan. Some of the crafts that Taavi has already worked on, include, Indigo, Ajrakh, Kalamkari, Ikkat, Handloom, Bagru, Dabu, Gold Khadi, Kantha, Sanganeri Print, Lambani, Kasuti, Shibori and Kota Doria.

The brand currently provides over 400 options in apparel, for both men and women and plans to launch footwear and home category in the coming seasons. Major attractions in the women’s range include, hand block prints and handloom fabric garments, covering kurtas, dresses, skirts, salwar-kameez-dupatta and tops, while the men’s range includes, shirts and kurtas.

In the next two seasons, the brand plans to launch Bujodi shawls, Kutchi work, Applique work, Bagh print, Lehariya, Bandhani, Madhubani, Chikankari, Phulkari embroidery and Toda work, while also working with more artisans in hand spun fabrics and block printing techniques.

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