- Avarna Jain,
Chairperson RPSG Lifestyle Media
Gautam Gupta’s Guide To Shopping For Authentic Indian Handlooms
Gautam Gupta, one-half of Asha Gautam, gives us his insights into how younger brides and grooms are shifting towards Indian handlooms and more…
Sustainability and mindfulness have become buzzwords for fashion enthusiasts in the country. For brands like Asha Gautam, it has always been a core ethos. “Working with and reviving traditional Indian crafts has been very close to my mother’s, Asha Gupta’s, heart. She started the brand 26 years back when she was inspired by her grandmother’s sari collection and, over the years, we’ve built it to become synonymous with Indian heirloom weaves and artisans,” says Gautam Gupta, creative director and co-founder of Asha Gautam.
Image credit: Asha Gautam
As he aptly stated, Asha Gautam has become closely associated with empowering craftsmen communities and clusters across the country and presenting traditional Indian handlooms with a modern twist.
“We believe in making things by hand because we feel that the treasure of life is in the emotions of handmade stuff. So whenever any craft is handmade, which we take as a project or as a craft, we work very hard on that because we believe in that emotion. For us, clothes are not just clothes. It is a story. We are that emotion.”
Image credit: Asha Gautam
But, according to Gautam, it would be folly to label Asha Gautam as a sustainable brand. “It's very hard for any brand to be sustainable because sustainability is a very responsible word, and it is taken very carelessly,” he says, “Sustainability is not something we, as a brand, in holistic terms aim for. But, yes, what we do try to do is that we take certain practices which are sustainable This means taking biodegradable materials, being fair to the artisans who work with us, and being honest to our clients who are buying the product and giving them something which will hold its quality over time. So we work mostly on ageless and timeless pieces.”
When asked about his tips for anyone who is looking to invest in good quality, authentic Indian handloom pieces, his one-word advice is: Research.
Image credit: Asha Gautam
“It's very important to check the history of the brand. Today, communication is much wider. You don't need to go to the first studio or designer that you spot and go buy something. You should do your research as you do with many other things. Even for the venue, go to 10 places. Then why not for clothes? Go to 10 different places. See the history. Ask questions.” He adds, “Every person, designer, or retailer who is selling the clothes needs to answer those things to the clients. And when you get your homework done, you'll be able to figure out what is genuine and what is not.”
There you have it!
Asha Gautam is going to showcase at the FDCI Manifest Wedding Weekend. It’s an invite-only event which will be held at the Taj Palace, New Delhi, on August 3-4, 2024. For an invitation,register hereor reach out at fmww@rpsg.in
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