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#VocalforLocal, a Vision of the Indian Couture

By Renu Dadlani 

How to treat Local Artisans and Craftsmen, their Craft and its Admirers?

With a vibe for #VocalforLocal, the Indian heritage is coming alive yet again. As one of the oldest civilizations, India has contributed to aesthetics and art in a plethora of ways. Chikankari, Kalamkari, Madhubani and numerous other forms of art have been recognized all over the world as momentous and magnificent. All of it has come about due to the local handlooms and cottage industries which have stood the test of time again and again. 

As part of the revered Indian industry of handloom and clothing, Designer has served to reform and strengthen it. Even before a national appeal for the revival of the local industries and businesses, she has been empowering the local skilled-artisans and craftsmen with her determined efforts. The Indian Couture which effectively engages with and strengthens the skilled-artisans has been a result of her vision. For its team, #VocalforLocal is not limited to merely endorsing the small and medium sized indigenous businesses. The Indian Couture team holds a strong belief that being #VocalforLocal is about feeling proud of our local heritage, endorsing the age old-techniques of spinning and weaving, reviving our handlooms, supporting the indigenous production methods and backing the local craftsmen.

Designers’ efforts to put forth the legacy of our traditional embroideries such as Chikankari, Parsi-Gara, Kashmiri Jamawar and Tilla have proved substantial in revival of the regal thread culture. The Indian Couture has executed her ideas, one after the other: the application of surface ornamentation techniques, preserving traditional skills and art works and promoting the valuable age-old Indian crafts all across the globe.

The beauty of any piece of art lies in the eyes of the beholders and so an art form survives as long as it is recognized and admired. The Indian Couture team nurtures the art form as well as its lovers. Yet another attempt has been made by them to intensify the #VocalforLocal vibe among the admirers of art. Pertaining to the CoViD-19 scenario, a 40% discount has been offered on selected styles. The art enthusiasts may avail the benefits of the RD program too where clients are extended additional benefits while shopping from the RD store, both online and offline.

Apparently, the Indian Couture team endeavors to safeguard the interests of the local handlooms and textile industry along with its stakeholders. It doesn’t want any art form or its creators and admirers to compromise on creating, selling or buying the local handicrafts and artworks. The show must go on!

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