Taneira, an ethnic-wear brand from Titan Company Limited, part of the Tata Group has joined hands with Shubho in Baruipur, West Bengal for its industry-first ‘weaveshala’ initiative.
To preserve authentic and traditional crafts in the region, the initiative aims to uplift hand block printers and hand painters by improving their working conditions and modernising techniques and partnering with artisans for the production of excellent hand-made and hand-printed sarees.
Emphasising significantly on providing an adequate workplace and upgrading infrastructure fo the artisans, the initiative will help scale the production of silk and Tussar sarees, cotton silk sarees and Tant (cotton) sarees.
Shubho is a printing unit owned by Kuheli Bhattacharya where Batik printing, hand-block printing, hand painting and Kantha embroidery are done by around 100 craftsmen.
Ambuj Narayan, CEO, Taneira said, “We are proud to join hands with Shubho and partner in the progress and upliftment of hand block printer and hand painter communities of Baruipur. The unit comes after four successful weavershala launches including two in Benaras, one in Champa, and our most recent in Coimbatore. Our association will conserve the authenticity and identity of our ethnic crafts with a unique approach towards growth and development. Our aim is to expand this program to other states and elevate the skill of the artisans across the country.”
Shubho founder Kuheli Bhattacharya added, “Our organisation makes sincere efforts for bringing the grace and glory of hand block printing and hand painting crafts at the forefront. Our partnership with an industry leader like Taneira will help in transforming the lives of printers and painters for a better tomorrow and inspire the younger generations to come back to learn the languishing art.”
