Apparel April 2019 Apparel April 2019 issue | Page 82

BRAND PROFILE
SINCE HANDWOVEN
FABRICS ARE OPERATED
ON A SMALL SCALE
WITH TRADITIONAL
TOOLS AND METHODS,
IT IS THEREFORE TIME-
CONSUMING.
and printing, as the Ayurvastra (fabric dyed in
haldi, majistha, indigo, peels of pomegranate and
babul, etc.) helps in increasing the immunity and
reaching a better mental equilibrium.
DO YOU WORK CLOSELY WITH THE
WEAVERS? HOW CHALLENGING HAS
THE JOURNEY BEEN?
Aavaran has always tried to bridge the gap
between the weavers and fast changing fashion.
But since handwoven fabrics are operated on a
small scale with traditional tools and methods,
it is therefore time-consuming. Textile weaving
is still an unorganised sector in India, where the
weavers have no idea about the fashion trends,
style updates, end consumer demands, deliveries
and deadlines; therefore, it becomes really difficult
to make them understand the urgencies.
76
I APPAREL I
April 2019
FROM THE GRASS-ROOTS LEVEL TO
THE FINAL PRODUCT, HOW DO YOU
ACCOUNT FOR THIS JOURNEY OF
APPAREL?
Aavaran is a family of approximately 200 people.
This includes 180 skilled artisans. There are few
training centres in the outskirts of Udaipur, where
100 ladies come in small groups to learn varied
skills like stitching, hand embroidery, rug making,
accessory making, etc. Once they specialise in
the craft, these groups are given regular orders
to fulfil. This is how we successfully generate a
livelihood for them, which they sustain with their
skills and knowledge of the craft.
The workspace of Aavaran is spread over an
area of 40,000 square metres, overlooking the
beautiful Aravalli Mountain Range that surrounds
the Udaipur region. The in-house facilities
comprise designing, printing, dyeing, embellishing
and stitching units.
HOW HAS THE RESPONSE FOR YOUR
CRAFT BEEN SO FAR?
Aavaran is really happy to get the immense love
of the people from the cities of its retail outlets.
Aavaran’s Dabu and natural dyed crafts have
been acknowledged in the domestic as well
in the international markets. Aavaran not only
produces goods under its own label but also acts
as a supplier for big and renowned labels; this