Journey along silk route

Indian arts and handicrafts have a huge global market. But it is only recently that Indian markets have started recognising the true value of these crafts and  craftsmen. Promoting  the age-old artisans and getting authentic fabric arts from across the country through a humble effort is ‘Indofash.com’, an online store. It stocks all the regional specials, from Kanjivaram silk saris to block printed ‘kurtis’.

Started in the month of April, ‘Indofash.com’ is the brainchild of four enthusiasts — Pallavi Mohadikar, CEO and founder, who is from a family of weavers; Vikash Bhagat, an IIM graduate who has a close association with the weavers’ society; Shashikant Chandak, a graphic designer and Pramit Mukherjee, a financial advisor.

Says Vikash, “‘Indofash’ aims to discover, brand and present to patrons worldwide the authentic Indian fabric arts woven on the finest material while inheriting the artistry of hundreds of years of weaving tradition. We work closely with weavers from small villages, covering 12 states, and reinvent these natural fabrics and prints into ethnic and contemporary garments that customers would love to own.”

While they have a range of products from palazzos to crop tops, their highlight for this festive season are silk saris and block-printed ‘kurtis’. The store comes as a relief to fashion-forward women who go places in search of authentic ethnic saris. Kanjivaram, Bagru, Mysore Silk, Chikankari, Tussar silk, Eri silk, Pashmina, Mulberry silk...all the regional rich fashion is just a click away. “A customer can purchase a Kanjivaram sari without traveling to a remote Kanchipuram village in Tamil Nadu or drape themselves in the choicest Chikankari without the hassle of exploring the lanes of Lucknow. Our online stylist Esha advises customers on matching accessories to go with any sari and dress,” briefs Vikash.

The store offers exclusive fabric arts from different states including Tamil Nadu, Maharashtra, Uttar Pradesh, Rajasthan, West Bengal and Odisha and they will soon launch a line of accessories including bags and wallets with a touch of Indian ingenuity.

The firm that helps unravel the exquisite arts of India also builds awareness among its customers about the richness of Indian crafts through their blogs and art exchange portals.
 Having a close association with the weavers, the team also educates them with a detailed trend study to identify the most in-vogue designs and colours for the season. 

The team conducts detailed quality checks for each sari and material and what adds to the wholesome experience is, as Vikash says, “Our customers receive their orders in a specially made package and wrapping  with a hand-written note reminding them of our culture and tradition which they just patronised by shopping with us. On special occasions like ‘Rakhi’, ‘Eid’, ‘Diwali’, ‘Mother’s Day’, we gift our customers with a matching stole to go with the sari or dress material.”