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:

Indigo Ajrakh Taavi

Kasuti Madhubani Taavi

Ikkat Bagru Taavi

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.

Related Articles

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....

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.

Meet Nita Rajvanshi, first ever female MENSA delivery partner in Ahmedabad

Nita highly values the independence that the MENSA program gives her, thanks to flexible timings and Myntra’s support.

National Award Winning Star Takes Folk Art Kasuti Far and Wide

Thanks to Taavi, traditional art forms like Kasuti reach a country-wide audience and generate employment for weavers.