In the recent times of fast fashion, our connect with tradition is diminishing. Taavi is here to change that. Offering more than 3000 styles, this sustainable homegrown brand was launched by Myntra in 2019.

Taavi has collaborated with over 10,000 Indian artisans. They come from all over the country to help adapt traditional crafts into modern fashion. The collaboration with Myntra helps take their art and talent to much larger platform and gives them a broader audience.

Staying Strong in Testing Times

Especially in the pandemic, the brand helped all the artisans that came under its umbrella to stay afloat.

“The pandemic and its economic repercussions have been quite harsh on the community of weavers and artisans, causing distress to the already ailing sector. In a commitment towards the well-being of the artisan community, we decided to extend a helping hand for the artisan ecosystem to sail through the situation and have placed 3X of repeat orders with our partners,” said Manohar Kamath, Chief of Myntra Fashion Brands.

Indigo, Bagru, Dabu, Ajrakh, Ikat, Kalamkari, Chikankari, Kantha, Bhujodi, Kullu shawls, Kasuti, Gota Patti, Kasavu and Rogan are only some of the many crafts included in Taavi’s collection.

Exploring Art through Art

The brand recently shot a digital film about the traditional Bagru art form giving a special insight into how clothes are made using the art form. Bagru is not just a technique; it’s a legacy passed down through generations. Various colours like black, red, grey, brown, and indigo are used for hand block printing on fabrics.

The film is not just for promotional purposes but to spread awareness about the traditional art form. It is expected to reach approximately 4 million people through the social media channels of the conglomerate.

Amar Nagaram, Head, Myntra Jabong, said, “The idea behind launching Taavi was to marry the traditional but unorganised Indian textile and handicraft sector with modern fashion sensibilities. Its aim is to revive the languishing textile sector and the local artisans. Myntra will leverage its reach to take traditional Indian textile arts and crafts to a larger audience.”

Paying homage to traditional Indian handlooms, Taavi is a reminder of how important it is to stay rooted to our culture and traditions. It is more than just a brand; it focuses more on bringing the consumer closer to the bigger cause of revival of Indian crafts.

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