Visually impactful works of art on net/velvet fabrics that skilled Indian workers were able to produce caught the attention and imagination of people around the world! The traditional Indian patterns hand-beaded skillfully were desired at every wedding. In a land of royal weddings, brides and their parents were always on the lookout for heavy embroidered patterns on sarees and lehengas for their big event.
However, this industry as glorious as it used to be has seen a decline in recent years. There are various factors that have affected this trade.
Heavy machinery for embroidery has replaced manual labor. Cheap manufacturing units imported from China have made their way to the manufacturing hubs in India. The handwork industry has almost completely been taken over by machine embroidered products. Today in a place like Surat, 95% of all manufacturing of Indian traditional wear like sarees and lehengas are being done using machines rather than the tedious and timeconsuming hand beading.
Skilled workers owing to a decline in production have moved away to find different sources of income. It is very hard to find the skilled workforce to do the skilled embroidered work as was done almost a decade ago. In places like Bareilly which was famous for embroidery work, one can no longer find products or labor. Old markets where at every store one could find hand beaded products have been replaced by machine embroidered clothes mainly from Surat.
The lack of government initiatives- Although the government has started many schemes like Ambedkar Hastshilp Vikas Yojna under which it provides technical training and marketing know-how to artisans across India for handicrafts, the demand in the domestic market is deterrent to make this trade viable, especially for hand-embroidered clothes. There’s a lack of specialized attention to products and initiatives are clubbed together under general arts and handicrafts.
Consumer’s perspective- In India Bollywood dictates the majority of the fashion trends. With famous designers and actors opting for new fashion trends leaning more towards machine embroidered clothes, hand embroidery has taken a back seat. Also, consumers can rarely differentiate between the two kinds of embroidery.
In a time when hand-embroidered bridal lehengas and sarees are almost obsolete, Hindistandukkan.com has taken the onus to revive this industry by exporting only hand made clothing items around the world.
Not only has the company come to the rescue of the vast number of unemployed skilled labor, but it also plans to make it a viable business. The growing demand in the international market has propelled the company in the direction of growth and expansion. With its flagship store in Turkey, the company plans to expand rapidly and bring exquisite products to the international market.