Marrying Traditional Art Forms With A Modern Fashion Sensibility: Taavi

The Indian handicraft and textile industry goes back a long way and after agriculture, has been a major source of income and employment for several communities in India. Various art forms, artisans and craftsmen in India however, have been languishing, unable to get the best value for their work. Myntra’s vision is to bring a change in this situation and empower local artisans through the brand Taavi!

Taavi by Myntra works with local artisans

With the launch of Taavi, Myntra aims to help uplift traditional Indian textile crafts and adapt them into modern fashion sensibilities, making them more relevant to the Indian youth. It has so far connected with over 1300 local artisans from seven states either directly or through NGOs.

Addressing one of the critical pain points of the artisan community – market access – Myntra plans to leverage its unparalleled reach across the nook and cranny of the country. Additionally, Myntra’s deep insight into customer data and trends is going to help the artisans complement the age-old arts with a modern fashion identity. The fact that the brand will help make individuals, who are modern, yet rooted to the traditions, a lifestyle statement is icing on the cake.

Some of the key associations for Taavi are with the Jamdaani weavers and Kantha artisans in Kolkata and the Sambalpuri Ikkat artists from Orissa. NGOs like Industree Bangalore, a women’s empowerment organization in Karnataka, and Diya Kumari Foundation, a philanthropic social outreach initiative for uplifting the underprivileged women and girls in Rajasthan, have also partnered with Myntra.

The art forms being promoted through the brand include Indigo, Ajrakh, Kalamkari, Ikkat, Handloom, Bagru, Dabu, Gold Khadi, Kantha, Sanganeri Print, Lambani, Kasuti, Shibori and Kota Doria.

Myntra plans to extend this portfolio to Bujodi shawls, Kutchi work, Applique work, Bagh print, Lehariya, Bandhani, Madhubani, Chikankari, Phulkari embroidery and Toda work in the next two seasons.

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