From international runways to showcases of New York City’s Museum of Modern Art to celebrity weddings, it is handloom all the way, and how. A classic example of ‘Make in India’, handloom is a favourite among fashionistas too.
“Handloom is 70 percent of finished garments in the apparel industry and it still has a long way to go. While handloom purchase has gone up more than 100 percent in the last decade it is developing itself in terms of product innovation every day,” said fashion designer Gaurang Shah whose entire collection is handloom.
According to Shah, handloom has taken over bling and people prefer handloom outfits even for their own wedding. “People are ready to pay as much for handloom as they would have paid for any other outfit. If one has a budget of Rs 2 lakhs for a wedding lehenga one would invest it in a pure silk which is an investment in itself and not on blingy outfits that lose their shine and worth with time,” said Shah.