Taking India’s Textile Legacy Far and Wide Through Taavi
India is a textile hub known for its rich fabrics and handicrafts. It is this legacy that has inspired our homegrown lifestyle brand Taavi, right from its inception. In a journey that began in 2018, Taavi has taken in its fold not only 10,000+ artisans but several traditional artforms that were neither getting the attention nor the market reach they deserved. No wonder we are now seeing a lot more of these mesmerizing fabrics and the vibrancy of Bagru, Ajrakh, Dabu and Kalamkari, the grace and painstaking needle-work of Kasuti and Lambani embroidery, and many more artforms from different parts of the country.
Taavi’s collections feature woven, hand-block printed and hand-embroidered techniques from various craft clusters across India. The ancient knowledge of these local artisans, coupled with Myntra’s deep insight into consumers’ fashion preference and trends, has helped the artisans give the age-old arts a modern fashion identity. That, leveraged with Myntra’s phenomenal reach across the country, has taken Taavi to every corner of the country. With EORS about to end, look out for these beautiful artforms on the Myntra platform:
Making a lifestyle statement with Taavi
This earthy, homegrown brand is not only helping artisans revive art form that gives them pride, but also take it to a wider audience, thus enabling individuals who are modern, and yet rooted to the traditions to make a lifestyle statement.
These are socially conscious and environmentally responsible individuals who identify with a certain ethos and lifestyle that Taavi too brings to life beautifully. Having made significant contributions to their own fields, these women are the perfect ambassadors who can also give a voice to the contributions that these artisans have made to the fashion conversation in India.
In the spirit of celebrating the achievements of these women, Taavi decided to commemorate their work and life with small gifts for them. Presenting Suparna Ganguly, Presidential Award Winner – Activist & Socialist, Co-founder Trustee of the Compassion Unlimited plus Action (CUPA); Divya Dinesh, Entrepreneur, Founder & CEO of Vedaearth; Deepa Bhat, Coach and Ultramarathon Runner & Athlete; Samyukta Hornad, Actor, Painter, Animal Activist; and Dr. Uma Karjigi, Rheumatologist & Covid Warrior at Apollo Hospital, Bengaluru.
Take a look at what they have to say:
These five women have woven incredible success stories while crafting their own lives. Taavi presents to them hand-picked designer apparels, a symbolic token of respect and acknowledgement for their phenomenal journeys.