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.

Related Articles

Myntra delivered a 100% plastic-free BFF, an initiative to continue for all future deliveries!

Taking our commitment to sustainability a notch above.

Myntra Becomes the First E-Commerce Player in India to Partner with Better Cotton Initiative

With this partnership, Myntra will continue to source sustainable cotton for its in-house brands.

Myntra Partners With Canopy to Conserve Forests

Canopy’s expertise and guidance provide us a deep-rooted understanding of evolving forestry sourcing practices.

How Myntra is supporting the community during the COVID crisis

People at Myntra come together to help each other during the COVID crisis.

Myntra Partners with Teach for Change to spread joy to Less Privileged

We started the year in good spirits, spreading cheer and positivity. In our constant efforts to make the world a....

Taking India’s Textile Legacy Far and Wide Through Taavi

Taavi works with 10,000+ artisans and features several traditional artforms from various craft clusters across India.

Taavi and Bagru Printing: An Intricate Relationship Buoying Artisans

Less than 40 kilometers away from Jaipur, Rajasthan, lies a small village by the name of Bagru. Unlike many other....

Taavi: A Beacon of Hope for Women Artisans During the Pandemic

Creating Taavi masks during lockdown kept artisans like Lajwanti and Nandu busy and enabled them to earn an income.

Myntra Partners with GiveIndia to Support Communities Affected by COVID-19

We urge people to donate as much as possible through the Myntra app and DaanUtsav website to help hard hit communities.

Myntra Provides a Stepping Stone to Greatness for Bagru Artisan

Hitballabh’s partnership with Taavi has helped him grow his business and fulfill his dream of setting up his factory.