Taneira joins hands with ‘Shubho’ in Baruipur for its industry-first ‘Weavershala’ initiative
Taneira – A TATA Product associates with ‘Shubho’ in Baruipur, West Bengal, under its pioneering, ‘weaveshala’ initiative. The program aims to give back to the Hand Block Printers’ and Hand Painters’ of the region by uplifting their working conditions and modernizing techniques to preserve authentic, traditional crafts for the future while partnering with artisans for excellence in the production of hand-painted and hand-printed sarees.
This initiative significantly emphasizes on upgrading the infrastructure, and providing an adequate workplace for artisans. The well-structured and comfortable environment will help scale the production of Silk and Tussar sarees, Cotton Silk Sarees, Pure Mulmuls, and Tant (cotton) sarees.
Taneira has closely worked with, ‘Shubho’, a printing unit owned by Ms. Kuheli Bhattacharya where over 100 craftsmen are involved in Batik printing, hand-block printing, hand painting and Kantha embroidery for their growth and development. The prestigious event was inaugurated by Mr. Ambuj Narayan, Chief Executive Officer, Taneira.
Speaking about this initiative, Mr. Ambuj Narayan, Chief Executive Officer, Taneira said, “We are proud to join hands with Shubho and partner in the progress and upliftment of the Hand Block Printer and Hand Painter community of Baruipur. The unit comes after four successful weavershala launches including two in Benaras, one in Champa, and our most recent in Coimbatore. Our association will conserve the authenticity and identity of our ethnic crafts with a unique approach towards growth and development. Our aim is to expand this program to other states and elevate the skill of the artisans across the country.”
Ms. Kuheli Bhattacharya, Founder, Shubho added, “Our organization makes sincere efforts for bringing the grace and glory of hand block printing and hand painting crafts at the forefront. Our partnership with an industry leader like Taneira will help in transforming the lives of painters’ and printers’ for a better tomorrow and inspire the younger generations to come back to learn the languishing art.”
The event was graced by the presence of eminent textile scholars and experts, industry stalwarts and saree enthusiasts in full attendance.