Dailymirror.news,27th September 2024: Aadyam Handwoven, a corporate social enterprise under the Aditya Birla Group, is committed to preserving India’s rich textile heritage while uplifting artisan communities. By collaborating with master artisans from renowned weaving clusters in Varanasi, Bhuj, Pochampally, Kashmir, Bhadohi, and beyond, Aadyam successfully merges international trends with traditional craftsmanship, resulting in a unique range of handwoven products for fashion and home décor. The brand’s mission focuses on reviving and maintaining the authenticity of India’s traditional crafts and weaving techniques, combining them with contemporary design to appeal to a global audience.

At the heart of Aadyam’s mission is the creation of a self-sustaining ecosystem for over 300 artisans. The brand ensures year-round employment, with all sales proceeds going directly to the artisans, promoting their long-term sustainability. In addition to providing work, Aadyam invests in the well-being of artisans by offering medical aid, insurance, education loans, and support with tools and infrastructure. During the COVID-19 pandemic, Aadyam also provided vaccinations to its weavers.

Aadyam emphasizes treating artisans not merely as workers but as skilled partners. This approach guarantees that they are fairly compensated and valued for their expertise, inspiring them to innovate while maintaining the authenticity of their craft.

Aadyam’s collections showcase timeless handloom sarees, shawls, dupattas, stoles, and home linen, all meticulously crafted using heritage techniques. These include Pashmina weaving from Kashmir, Banarasi brocades, Bhujodi and Tangalia from Gujarat, and Pochampally ikats from Andhra Pradesh. The home décor range, featuring cushion covers, rugs, bedspreads, table linen, and curtains, is designed for a global audience, ensuring these artisanal pieces integrate seamlessly into homes worldwide.

Through innovative design and color, Aadyam introduces a contemporary twist to traditional weaves, ensuring each piece is unique while preserving the craft’s authenticity. The slow and deliberate creation process—taking up to 30 days for sarees and three months for fabrics—ensures high quality. Aadyam maintains the signature style of each craft, with every product being one-of-a-kind and traceable to its specific region and weaving tradition.

Their textile project, “Pracheen,” showcases museum-quality rare pieces, upskilling weavers, and preserving ancient Indian techniques.

Aadyam Handwoven currently operates in premium locations, including Banjara Hills in Hyderabad, Khan Market in New Delhi, and Palladium Mall in Mumbai. The brand plans to open its second store in New Delhi. Aadyam’s products are curated and merchandised as collections, offering a unique twist to the traditional sari retail experience.

Aadyam Handwoven has partnered with select home décor and lifestyle stores to present a meticulously curated product line. In Hyderabad, their collection is exclusively available at Khazana in the iconic Taj Falaknuma Palace.