Weaving the fabric of success

determination

The beautiful state of Jammu and  Kashmir is associated with this stunning craft. A garment that is much sought after, it means ‘soft gold’ in Kashmiri. Well, no prizes for guessing that we are referring to the Pashmina shawl.

Varuna Anand, a renowned textile designer, is working to promote the age old art of shawl making and bridging the gap between the genuine up-market
customer and the sincere weaver from the valley.

Born and raised in New Delhi, Varuna shifted from studying commerce to textile designing. She completed a three-year course from the New Delhi Polytechnic, recognised by the Board of Vocational Studies. She soon started her first job with Satya Paul, designing prints used on sarees and dress materials.

After a stint with Roop Sarees, she began freelancing for export companies and designing home textiles. “After gaining experience for a few years, I joined my family’s export business as a designer to pursue my passion of designing homes,” she explains.

Varuna admits that while she did not see herself being attracted to fashion designing, it eventually lured her. “I am a strong believer in destiny and God. I believe he helps you choose the right path you are destined to follow,” she says.

Craft trail

Varuna was introduced to Pashmina by her husband whose family has lived in Jammu and Kashmir for generations. “It is he who introduced me to the craftsmen, who have been making these wonderful shawls for generations. He made sure my ideas were conveyed to the craftsmen since I don’t speak the local language. Every time I try a new design, these weavers are aghast as to why I want to move away from the conventional colours and patterns and get a shawl woven in these strange colours they have never worked on before. It is only after a piece is fully made do they accept that something different from the usual can also look good,” she narrates.

When asked about her inspiration, Varuna says it comes from successful and enterprising women. “Stories of women rising above their adversities and coming through stronger have been a great source of inspiration for me. I have nurtured this spirit inside me and even surprised myself in my weakest moments, by fighting against so many odds and
carrying my dreams forward.

I believe when you gather the courage to fight for your existence, God creates this synchronicity of opportunities where so many people cross your path and in spite of being total strangers, help you achieve your goals. I consider myself blessed as many such people have crossed my path,” she says, with a grateful smile.

Entrepreneurial journey

Varuna started ‘The Splendor of Kashmir’ in 2011 after being egged on by her
husband. The question that comes to one’s mind is if it is harder for a woman to be an entrepreneur in Jammu and Kashmir?

“Why just here? I would say being a woman entrepreneur is hard anywhere. One does face a lot more adversities. It is especially tough when you have been brought up in a very sheltered and conservative environment. All of a sudden, you have to bear the burden of running a venture that rests entirely on your shoulders. To go out there and fend for yourself is just not easy at all. It is a tough job and I still wonder where I get all the strength from,” she says.

Varuna credits her family for being her pillar of support and says both her mother and her mother-in-law have constantly stood by her. However, the most challenging experience in her life was the sudden and tragic death of her husband Praveen Anand in 2012.

“Barely a month after he passed away, I had to get back to the grind and go about my business. Believe me, till he was there with me, I never even dreamt that I had the ability to do a thing without his help or support. I gathered the strength seeing my little girls who were all of seven and nine at that time. I got myself together to carry on with this venture and take it forward,” she recalls.

Outside of work, Varuna enjoys listening to music and reading soul-stirring books. “I pray to God to give me the ability to increase my reach to more people - both in India and around the globe. I want to promote the products and present them to collectors, giving the weavers and artisans the boost to carry on with this age old art of shawl-making,” she expresses.