India with its diverse culture and geographies has a rich collection of artistry forms from hand-woven textiles to handcrafted jewellery. The country houses painting from the remotest regions to embroidery done by the village women while they hum away to folk music, is a tradition. IndiTatva plans to unearth these treasures that are quintessentially Indian, made with love and skills passed from generation to generation. The startup curates them to match the eclectic style retaining its Mool(Core) Tatva(essence). The endeavour at IndiTatva is to unearth the stories and culture behind the crafts, connect and work with the artisans giving them recognition and a sense of pride.
Speaking on this occasion, Deepti Kshirsagar, Co- Founder, IndiTatva said, “We intend to take Indian heritage of handlooms and handicrafts to the Boardroom and the ultramodern homes in India and Abroad. Handicraft reflects the culture and skill of local population and hence, the country. India is one of the most sought after destinations for handicraft due to variation in culture and people who produce varied kinds of handicraft. The Indian handicrafts industry is fragmented, with more than 7 million regional artisans and more than 67,000 exporters/export houses promoting regional art and craftsmanship in the domestic and global markets, mostly women and people from weaker sections of the society get job in this industry.”
“We on our travel expeditions across India used to bring the most intrinsic piece of the regional art or even textile from the local people and preserve it as an essence of the place. It’s after one such expedition we realised how that piece of craft embodies the true essence of that place and people. Typically behind every handicraft or handloom, is a passionate involvement of the entire family of the artisan and this slow paced human involvement makes each of the craft exclusive, embodying a true sense of time taken luxury. This essence is what leads us to create IndiTatva meaning the essence of true India where we could bring to you the treasures that are quintessentially Indian yet contemporary and luxurious to befit your lifestyle. Our endeavour at IndiTatva will be to unearth the stories and culture behind the crafts, connect and work with the artisans giving them recognition and imbibe a sense of pride in them for being a part of this movement of creating exclusive yet sustainable works of art, textile and crafts”, added Deepti Kshirsagar.
Source: Business World