Handloom Lifestyle with Devika Ramarathnam, Founder- Ithy-ADee

  Why not brighten up the new normal with a gorgeous handloom saree? Take a break from boring t-shirts and grab-it tops with a beautifully draped, cotton handloom saree for your next zoom meeting. No attire is more formal, elegant and powerful than the saree – which we all take for granted. “We need to make our handloom tradition the centrepiece of fashion for India and the world.” - tweeted Prime Minister Narendra Modi on the occasion of the first National Handloom Day. Ithy-ADee is doing just that! They have a stunning collection of sarees for you to choose from – every batch unique. You’ll definitely stand out with these weaves! The Start: Conceived and promoted by Bangalorean Devika Ramarathnam, Ithy-ADee ‘s sole purpose is to promote the second largest occupation of India and make it a popular choice of attire with the youngsters.  Devika’s love for handloom sarees and fabric inspired her to start a handloom company and name it Ithy-ADee. She had a two-fold vision –

• To promote Indian weavers by providing them with a platform to showcase their breath-taking art
• To reacquaint Indians and the world at large to the rich vibrancy and diversity of Indian handloom.

Devika has succeeded on both fronts. Local Products: Ajrakh, Bagru, Benarasi, Begampuri, Bhujodi, Assam weaves, Maheshwari, Ilkal, Ikat, etc. - lilting words - like music to the ears. Wondering what these are? Well! These are handwoven saree weaves from across our country – Kutch in Gujarat, Assam in North East, Begampur in West Bengal, Bagur in Rajasthan, Madhya Pradesh, Karnataka, etc. Each of these intricate patterns is unique to the region of its origin and is a true reflection of the local culture, lifestyle, flora, and fauna – the Kaziranga Rhino saree from Assam features motifs of the Indian one-horned Rhino native to Assam! Could anything be more innovative than this? Trina Roy sends us this beautiful pic of hers draped in an Assamese Cotton weave!   You will get all of these and much more on the Ithy-ADee website - a treasure trove of fabulous Indian handloom sarees. What sets Ithy-ADee apart? The Ithy-ADee team’s USP is their in-depth knowledge of handlooms and their cross-country network of local weavers. Their primary motto is to eliminate the middle man. To achieve this:

• The team has worked diligently and built direct connections with regional woman’s self-help groups and weaver communities.
• All sarees are local products, sourced through their network, straight from master craftspersons, thereby ensuring that the weavers get a fair price for their products.

You, as a consumer, can also be assured of getting a high-quality saree at the best price. Local weavers Another feather in the cap is their partnership with well-known handloom revivalists and innovators, giving them an edge over similar ventures. Ithy-ADee works closely with these doyens of the industry to actively revive lost heritage weaves, such as the Kunbi weave from Goa. This beautiful fabric is traditionally dyed in red with black and white checks and worn by the women of the Kunbi tribe. Imagine a whole heritage work of art brought back from the brink of extinction! Traditional Kunbi Saree from Goa According to statistics, in rural India, after agriculture, the second-largest employment provider is the handloom sector. Unfortunately, due to changes in lifestyle and lack of support for local products, this once flourishing profession is losing out to mechanization and modernization. Devika and her team are determined to do their best in reversing this trend. Let’s do our bit too by going local and buying their sarees. Proud Ithy-Adee saree owners share their stories on social media. “Proudly wearing #Karnataka's signature weave the #ilkalseere in a #newgen colour, Vidya Nagaraj is rocking it! What an apt way to celebrate #handloomday” Marketing Strategy: Ithy-ADee’s marketing strategy is as direct as their sourcing policy. They depend on word-of-mouth validation, social media coverage, pop up stores, exhibitions,  and weaver connect programs to promote their cause. Marketing Strategy The point of sale is via their website. Without further ado, please visit their website and add an exquisite handloom saree to your wardrobe! Gentlemen! Fastest fingers first - quick - go ahead and surprise your wives! Challenges faced: The biggest challenge for the Ithy-ADee team is the Indian public’s total apathy, lack of knowledge and pride towards our cultural heritage. Here’s what Devika has to say: “Unless we start embracing handlooms as our own, we are in grave danger of losing skilled Artisans to mundane desk bound jobs or hazardous City based jobs.” A truly sorry state of affairs. The Covid19 Impact: Needless to say, the Covid19 pandemic has wreaked havoc to Ithy-ADee sales. The lockdown has brought sales to a standstill. As per Devika, it is mainly misinformation concerning the virus that has caused this slowdown. Devika says and I quote, “Unfortunately this was not a really good turn of events for the weavers whose livelihood depends on the sale of woven products.” Love for Handloom The team has implemented counteracting measures by doing a couple of 'excess stock' campaigns of Begampur weaves and stocking up on new sarees. However, it is a steep climb and, “… sales are as unpredictable as tsunamis! Sometimes they are good sometimes pretty bad!” says Devika. I would like to end this article with the following quote: “Let the passion of tradition make your day …. Try the magic of handloom today!” For more such updates, follow us on Facebook and  Instagram. Download our magazine Spunky Indian for exclusive stories.