Bengaluru, 19 April, 2024: Taavi, the multicultural fashion and lifestyle brand, was launched in 2019 with a vision to make traditional Indian textile crafts accessible and more relevant to the evolving needs of consumers, by giving them a modern avatar. As an ode to World Artisan Day, which is observed on 18th of April, Taavi has launched a digital film that delves into the intricacies of the traditions of printing and dyeing fabrics using the natural dye, indigo in Bagur Rajasthan. The film highlights Taavi’s commitment to emphasizing the efforts of artisans in preserving India’s rich culture and heritage.

Empowering more than 10,000 Indian artisans from different states, Taavi’s collection of over 2400 styles available on Myntra, range from unique textiles to traditional crafts of Indian heritage. Integral to the fashion industry, the distinguished artisan community’s efforts to take their legacy forward are widely loved and supported. Through Taavi, Myntra is proud to be a part of the journey where it enables the growth and livelihood of the artisan community while witnessing fashion lovers embrace their work.

Hailing from Rajasthan, the age-old tradition of incorporating the vibrant hue of indigo into women’s clothing has stayed for centuries, evolving to encompass men’s wear, kid’s wear, home furnishing products and accessories, through meticulous hand block printing techniques. The artisans infuse textiles with colour and vibrancy, employing intricate geometric patterns, with colours like black, white, grey, brown, and indigo, derived from natural dyeing agents. This art form reflects the cultural richness and artistic finesse of the time bygone, and through Taavi, artisan’s work is made available on Myntra to people all over India.

The film unfolds with the narration of the textile artisans, delving into the meticulous process of crafting each piece of Indigo fabric and its transformation into diverse attires and accessories, blending modern trends with age-old heritage.