Ethnic wear Diva’ni supports ‘Make in India’ campaign

Yashraj Films and Karol Bagh Saree House’s joint venture Diva’ni is supporting Prime Minister Narendra Modi’s Make in India programme. It provides a platform for weavers and artisans to showcase their exquisite craftsmanship.

The house of ethnic wear works closely with artisans from remote corners of the country. It works with 500 zardozikars and master craftsmen spread over Lucknow and Delhi, and over 100 Benarasi looms which involve more than 400 weavers’ base and women artisans who hand paint on fabrics.

The brand’s products are mostly handcrafted and its niche lies in zardozi kaarigari with dapka, naqshi, kaccha resham elements, Benarasi weaves made in gold, silver and platinum. All this is done under the brand’s social responsibility initiative. It also works on hand painted art on classic chiffons and georgettes. For the Spring/Summer collection, Diva’ni is exploring beauty of zardozi and aari technique mixed with intricate French knots and 3D applique, which has resulted in bespoke Signature Dragonflies. It is a mix of 10 different kinds of embroideries.

The expectations from ‘Make in India’ campaign is to have subsidies on handcrafted work because the fashion industry involves a lot of workers and artisans who should benefit handsomely. Also, the brand feels that additional tax benefits should be given to companies which employ a large workforce to promote India and its craftsmanship.