Traditional treasures

Sushmita Jha
Sunday, 9 September 2018

Pallavi Mohadikar, founder of the online traditional-wear brand Karagiri, has opened a store in Koregaon Park which stocks unique handcrafted products and offers customisation
 

Be it Ganesh Chaturthi, Navratri, Eid or Diwali, no festival is complete without a beautiful traditional attire. The recently opened Karagiri is a one-stop shop for all kinds of traditional-wear — sarees, salwar-kameezes, lehenga-cholis and so on. 
After receiving great appreciation for the products online, Pallavi Mohadikar, founder of the brand, decided to take a step ahead and open a physical store in the city. 

Located at Koregaon Park, Lane 5, the store offers a range of beautiful handcrafted products from all corners of India.
 
“Through the website, we bring the authentic handmade products from all corners of India to your doorstep anywhere in the world, and the shipping is free. After a successful run in the online space, we wanted to give our customers the chance to touch and feel our products to encourage their decision to purchase,” says Mohadikar, adding that the brand is all about bringing you closer to your roots.
 
The store stocks unique collections that aren’t available online. Selected products are available in the store including some high end pure silk sarees with gold zari work. “The main purpose of the studio is to make people understand how rich and versatile our traditional clothes are. And nothing can beat the beauty of Indian sarees and outfits,” says she, adding that her target customer base includes women between the age of 25 and 55.
 
To-be brides can stock their trousseau with the rich collections available here. From the pre-wedding shoot to the reception, the store offers a range of outfits for every occasion. “We also offer customised wedding wardrobes in which we design, stitch and style clothes of bride and her close relatives for all the functions. This is a very unique service which helps you plan your wedding wardrobe within your budget,” says Mohadikar.
 
Talking about what sets this store apart from the others in the local market, she says, “Our products are all unique which you will not find anywhere in the market. Even Amruta Fadnavis, the wife of Chief Minister Devendra Fadnavis, loved the collection when she came to inaugurate the store. She also shopped one Kanjivaram silk saree which she is planning to wear on Ganesh Chaturthi. Fashion trends change overnight, and to make products which are in vogue is a great challenge. But we are not jittery about the challenges, we set the trends. We contemporise traditional designs and keep innovating.”

The condition of art and artisans in India is of great concern, with many crafts dying out as they are failing to yield enough for the artisans to make ends meet. But designers and brands are now trying to revive the arts and crafts of India to help the artisans. Mohadikar talks about how she is doing her part. “We have adopted facilities in different parts of India. The demand for handmade products is dying mainly because it is not reaching the right set of audience who will appreciate it. And this is where retail channels like us come into play. Many craftsmen had shut down their looms and block printing facilities. We are trying to revive such arts by modernising them. We provide for these craftsmen by buying their products at higher than market rates,” she says, adding, “One of the weavers from Dharmavaram had only five looms when he started with us two years ago, and now he has 60. He is very happy working with us. To sum it up, the main aim of our brand is to revive these dying arts of India and make them available on a global platform.”

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