The handloom sector in India holds a heritage value of intent and purpose. It is a source of livelihood and income to a large number of people in our country. Being the biggest producer of handloom fabrics in the world, the Indian handloom sector is the second-largest source of livelihood after agriculture. Empowering and uplifting this sector can make a mark in the textile industry around the world. The handloom sector not only supports livelihood but also plays a key role in empowering women as most of the handloom weavers in our country are women.
India started celebrating Handloom day on 7th August 2015 and it is celebrated since then every year. This day is acknowledged to generate awareness about the handloom industry amongst the general population and the contribution it is providing to improve the socio-economic development of the country. Interest in handloom and handmade products is generating job opportunities for people. There were many weaver families who did not want to continue this tradition of weaving as there was no income and they did not want their children to continue their tradition and instead look for more stable jobs in the city. But with increasing awareness amongst the general public about the handloom sector and their interest in it, the scenario is changing and the weavers are now proud to have this skill and are passing it on to their next generation.
With the richness and diversity in these crafts, there is a lot of scope for design intervention and revival for its upliftment. The weaving industry is constantly evolving in terms of techniques, patterns, and raw materials. Sustainability is the need of the hour and the handloom sector plays a vital role in the textile industry. It contributes largely to reducing carbon footprint and making the process of yarn to fabric quite eco-friendly.
As a brand that believes in tradition and slow fashion, Asha Gautam strives to evolve with the changing handloom industry with design intervention and fabric variation. The weaves of banarasi have been modified in terms of motifs and fabric constructions. The larger than life human motifs and elaborate celebration was shown on fabric by the deft weavers of Banaras has set Asha Gautam apart from the crowd of regular banarasi. Being a pioneer in banarasi Asha Gautam fabricates beautiful handwoven banarasi lehenga, saree, dupatta.
The brand has also made a mark in paithani sarees in India. Coming up with newer designs and concepts, depiction of landscapes and beautiful colour combinations of zari and silk, paithani has become a synonymous name to the brand. Asha Gautam endeavours to uplift the handloom weaving sector of India and help it expand its fame across the world. The brand makes sure that the weavers are evolving along with the brand by learning, experimenting and creating something unique to cater to the market.