Abhilasha Bahuguna, a resident of New Delhi, was inspired to start Looms of Ladakh in 2013 after witnessing a Kashmiri pashmina trader bargaining with her landlady. This led her to create a cooperative for the artisans of Ladakh who rear pashmina goats and obtain the raw material. While Kashmir has received recognition for its artisanal mastery of pashmina, the Changpas tribe in Ladakh, who brave harsh climates to rear the goats, often do not receive the recognition they deserve. Through Looms of Ladakh, over 600 women from Ladakh now work as spinners, weavers, knitters, tailors, and natural dyers, showcasing the heritage of Ladakhi pashmina.
Several clothing brands like Banjara Kasuti, Johargram, and Namza Couture are also working to preserve tribal traditions and incorporate them into modern garments. These brands aim to showcase the rich history and heritage of India’s indigenous tribes through their textiles and designs, telling stories of migration patterns, daily life, mythology, and folklore. By blending traditional elements with modern silhouettes, these brands are revitalizing and celebrating the past.
Through initiatives like Banjara Kasuti and Johargram, tribal women are able to work near their homes and preserve their cultural heritage. By involving local tribal youth in fashion shows and utilizing traditional packaging methods, these brands are keeping the tribal identity alive. Looms of Ladakh, as a cooperative entity, empowers tribal artisans and weavers, including women, to participate in the production process and share their stories through their craftsmanship. Emphasizing the emotional appeal of their products, these brands are not only preserving tribal traditions but also thriving in the business world with increased sales and recognition.
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