In a world increasingly dominated by fast fashion, handloom stands as a timeless testament to heritage, patience, and artistry. Across India, clusters of weavers continue to breathe life into fabrics that tell stories of culture and craftsmanship. The handloom sector, though rooted in tradition, is witnessing a modern revival as consumers rediscover the value of authenticity and slow fashion. Amid this shift, brands that bridge the gap between weavers and global audiences are playing a crucial role in preserving age-old skills while creating new opportunities for artisans.
The Birth of Nritara.
Founded in 2024 by Shriya Dutta and her mother, Rashmi Srivastava, Nritara was born out of a desire to celebrate India’s rich handloom legacy while empowering the artisans behind it. Shriya’s journey began far from the loom, in the world of finance. However, a shift during her master’s in public policy introduced her to the challenges faced by India’s weavers. Her mother has been a constant source of creative and emotional support, helping shape NRITARA’s early journey through her deep love for traditional textiles and aesthetics. Working closely with artisans during a research project, Shriya discovered the harsh realities of undervalued craftsmanship and fading traditions. That experience sowed the seed for Nritara. With savings of five lakh rupees and a vision to make a meaningful impact, she launched the brand at the age of 30.
Today, Nritara works with three key clusters in Banaras, Chhattisgarh and Rajasthan, curating handloom sarees and suits that reflect the diversity of India’s textile landscape. The brand’s uniqueness lies in its commitment to authentic, handcrafted pieces sourced directly from artisans rather than middlemen. Shriya’s mission is not only to build a brand but also a movement that uplifts weavers and educates consumers about the true value of handmade textiles.
Navigating an Uneven Landscape.
Like many purpose-driven startups, Nritara’s path has not been without hurdles. The biggest challenge Shriya and her team faced was distinguishing genuine handloom products from those falsely labeled as such. During visits to Banaras and Chhattisgarh, they discovered that many sellers misrepresented machine-made fabrics as handloom, misleading both buyers and harming genuine weavers. Establishing direct relationships with artisans required time, trust, and constant on-ground verification.
Another ongoing challenge lies in building consumer confidence. Handloom sarees, by nature, come at a higher cost than machine-made ones. Convincing customers of their worth was initially tough in an online setting. To bridge this gap, Nritara introduced personalized video consultations, allowing customers to view sarees virtually and interact directly before making a purchase. This simple yet thoughtful approach has helped the brand gain the trust of over 100 satisfied customers, marking steady progress in a competitive space.
A Vision Beyond Borders: Nritara’s Global Dream.
Nritara’s mission goes beyond selling sarees. It aims to grow alongside its artisans, ensuring that every weaver associated with the brand benefits economically and creatively. Shriya envisions expanding Nritara’s reach to more clusters across India, representing the diversity of the country’s handloom traditions on one unified platform. The long-term goal is to take Indian handlooms global, offering the world a glimpse into the intricacy and soul of these handmade creations.
Through authenticity, transparency, and empathy, Nritara is redefining what it means to run a sustainable fashion business that values both craft and community.
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