Kargha-The-Campaign - Ashagautam
Kargha-The Campaign 2018-04-20T05:12:54+00:00
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Ashagautam
Ashagautam
ashagautam
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Kargha

Kargha is an annual festival celebrating the beautiful ensemble – Saree. It was first launched in July’16 at the flagship store of asha gautam. The initiative taken by the duo was with to position handloom saree as a style statement as well. Over the years’ handloom sarees was positioned as vintage, traditional and for elder age group and this needed to be changed. With the support of media and social media influencers Kargha got a tremendous response as it saw lot of change in the perception towards handloom sarees. Over the years the team of asha gautam worked with weavers on the ground level to modify the yarn combinations and motifs to make it more contemporary and yet at the same time kept the essence of the weave intact.

Kargha was also a visionary event as for the first time they had exclusively designed handloom sarees from 7 cluster of India. Gautam gupta says “Our endeavor to work from the root level and have more clusters in our design process got a great kick start from it. Hopefully with time we will do justice to more art and crafts present in our country”

Kargha was their launch of weaves such as Ikat (Pochampally), Paithaini (Paithan), Patola (Patan), along with the existing weaves such as Banarasi, Uppada, Bandhani, Eri silk and arts such as Kalamkari, Batik and Madhubani.

Asha says “I have always loved wearing sarees and this initiative encouraged our future generation to embrace this eternal fashion ensemble”