With a vision to take people back to their roots, Craftsvilla.com, the largest online ethnic store, recently did a Fabric Tour of India on social media.
Launched in time for Republic Day, the concept is an attempt to take people on a tour of India’s cultural heritage through the traditional weaves of the country. The post that got 5000 shares within a few hours of being shared on their Facebook page on January 16 has reached over 1.5 million people. With 27000 shares and counting, the initiative got an enthusiastic response as fans took to social media to show their appreciation in the comments.
One of the things that stands out about this initiative is that it’s not just the popular weaves like Banarasi, Kanjeevaram or Chanderi that have been featured. Craftsvilla has picked up beautiful yet lesser-known textiles such as Phanek (Manipur, North East), Pachra (Tripura) Apatani (Arunachal Pradesh), Kunbi (Goa), Kullu Shawls (Himachal Pradesh), Kuchai Silk (Jharkhand), and showcased them on the map of India.
While the main image of the album post showcases the map of India with the famous textiles of each region, individual slides with brief yet compelling introductions have been dedicated to each textile.
Underlining the idea behind this initiative, Craftsvilla co-founder Monica Gupta said, “Craftsvilla has always taken up initiatives that help people connect back to their roots. And fabric tour is one such initiative. India is a hub of crafts and weaves. While most people know about the mainstream crafts and weaves, there are still unknown gems from various parts of the country that people have not heard about. This is our attempt at popularising these arts and crafts.”
The initiative couldn’t have come at a better time as Craftsvilla is set to launch a handloom collection that will have Banarasi, Kanjeevaram, Pochampally Ikat, Bhagalpuri silk among other famous handwoven textiles.
Woven by master craftsmen who work incessantly to keep alive a tradition that goes back centuries, Indian fabrics are a medley of vibrant colours, gorgeous designs, beautiful prints and intricate motifs that tell the tale of India’s rich and glorious past. Even Indian designers are experimenting with the traditional textiles to come up with designer sarees. Craftsvilla’s initiative paves the way for modern Indians to know all about the history of their country in an interesting way.
Founded in 2011 by Manoj and Monica Gupta, Craftsvilla is the largest online ethnic store for sarees, salwar suits, lehengas, kurtis, palazzos, skirts, jewellery, accessories and home decor. A wide range of categories has been recently added in the ethnic wear section to provide creative and diverse options for all kinds of occasions, be it casual, office, festive, fusion or party. The company’s vision is to take people back to their roots and by re-introducing, repackaging & contemporising their ethnic legacy.
Craftsvilla is funded by globally renowned venture capital funds including Sequoia Capital, Nexus Venture Partners, Lightspeed Venture Partners, Global Founders Capital and Apoletto.
For more information, please visit www.craftsvilla.com
Company Name: Craftsvilla Handicrafts Pvt Ltd
Contact Person: Parvathy Raja
Address:1502 G Wing, Lotus Corporate Park, Goregaon (E)