Our Journey - Asha Gautam

How We Started

Asha Gautam was born with a design philosophy inspired from rich Indian craftsmanship. The designer duo strives to keep alive the charm of the traditional weave. It is after all in the deepest alcoves of the country you find some of the most sophisticated weaving techniques.It took them time to find those artisans who could craft their creations especially because commutation to these areas was not easy, there was no support of technology, handloom being an unorganized industry then there was no prior information so one had to do reiki for days to find quality weavers. Twenty years ago it wasn’t easy to identify such artisans, get them to partner with you on your creations as well as earn their trust. With perseverance, assurances and conviction a partnership to create new design story was created. During those days’ weavers used to prefer working with wholesalers as they needed minimum quantity orders plus the fact it was far easier for them to trust local businessmen vis a vis outsider. Once they were convinced the next challenge was of weaving on unconventional designs. Recalls Asha, “Most of the weavers in Banaras were working on floral and mughal patterns so whenever motifs were inspired from jewelry, folk art, figures and other art work, they got uncomfortable but with frequent visits and sometimes involving middlemen it worked out. Though costing was high but then exclusivity is always expensive.” After successful collaboration in Banaras, the duo travelled to other specialized clusters like Uppada, Kutch, Patan, Paithani , Kaithoon, Limbdi, Pochampally and others to work with the weavers at the grassroots level. The brand actively supports and promotes the revival of indigenous craftsmanship from across India. They made sure that the essence of the weave is not lost in the name of creativity. Gautam says “Bandhani, Paithani, Patolas, Kotadori and many other weaves have a look which we never wanted to change so we work on slight modifications, which brings freshness to the weave and yet makes it look authentic.

 

Asha Gautam, established in 1998 by Asha began just out of her inborn creativity and love towards Indian arts and crafts. With limited resources she launched a small collection which got an overwhelming response and the label embarked on its journey. From then there was no looking back as the brand went from strength to strength. She went onto add lehengas to the beautiful range of sarees within 2 years of work.

 

Earlier known as Vinayak Couture, the collection is an amalgam of heirloom pieces and ethnic party wear for those who want to embrace “Indian” with pride in style. The beautiful wears mesmerize the senses and add to your persona in any special do you wish to grace. The vibrant colors, handloom textiles, luxury arts and craft, majestic styles, flawless tailoring, and detailing is the label’s quintessence.

 

Kargha is an annual festival celebrating the beautiful ensemble – Saree. It was first launched in July’16 at the flagship store of asha gautam.

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.