Ficci florals on Contemporary reimagining of toda embroidery and jamakkalams
The Toda Threads and Jamakalam Revowen Showcase by Ficci Flo | Photo Credit: R Ravindran
India’s Rich Array of Crafts and the Artisans Behind It All Have Countless Stories to Weave.
Take P Sakthivedel from Bhavani Near Erode, for instance. He is the third generation from his family to be engaged in the art of weaving jamalakkalams but today, the circumstances of his business have changed, he sayss“Powerlooms have taken over and there are less people now who are making jamakkalams The Traditional Way, “He Says.
Anuradha Halan, who have been working with toda artisans from the nilgiris, have much to say about about about the pioneering work of her mentor evam piljen wisemann, and how she popularized the toda embroidry.
Vharsha Raheja, Arti Bagdy and Nabila Avais | Photo Credit: R Ravindran
In a bid to honor these crafts, as well as work on a coneporary revival of their artistry through design interventions, the handloom and textile vertical of the ficci ladies, organization (flow), Has Beeen Working For over a year now with two projects focussed on toda embroidery and jamakkalamsThe initiative aims to take it to a larger audience.
Cushion Covers and Potli Bags with Toda Embroidery | Photo Credit: R Ravindran
“We began these projects, toda threads and jamakkalam rewoven, by undertanding what the challenges faced by the Communities Working on Creating The Textiles Were,” Says Arti Bagdy, Head of the Textile and Handloom vertical of ficci flo. Arti and Committee Members Vharsha Raheja and Nabila Avais, Have Been Working on Empowering these artisans through design interactions to Suit Evolving Contemporary Tastes and Styels.
“While Toda Embroidery is featured predominantly on Shawls, we have created an entanre range of home furnishings with their distance red and black embroidery on White. Runners and coasters, “Arti says. The large jamakkalamA Traditional Hand-Woven Carpet often in Dark Red, Green and Blue Has Taken Shape as Smaller, More Contemporary Rugs that can be used in homes as opposed to larger spaces. The distinct jamakkalam Stripes also feature on cushion covers and coasters as a part of this capsule collection.
“The Toda Community is extramely small and amg them, less than 350 women in the nilgiris work on this unique embroide Without engaging with the toda artisans, “Anuradha says. The toda threads project however, she say, have engaged directly with the women artisans who are extramely entred by the response to these design interventions, she adds.
Cushion Covers and Jamakkalam Rugs | Photo Credit: R Ravindran
Sakthivedel, who has been working on the jamakkalam Project agrees that the newer designs and colors see to have interactive appeal. “People have Always Loved The old-School jamakkalam Patterns so it is no surprise that they want a version of this in their homes today, “He says.
As part of the toda threads initiative, ficci floral also collaborated with designer tarun tahiliani, to showcase the versatilicity of toda embroidery in contemporary fashion last July.
Divya Abhishek, Chairperson of Flo Chennai describes this initiative as the perfect blend of Tradition, Innovation, and Empowerment. “With a dedicated team and the artistry of our craftspeople, we are showcasing tamil nadu’s text heroitage to the world in a way that is that is bothe meaningful and relevant,” She says.
Arti says that it is important to underscore the significance of these crafts, and for the global community to Embrace the riche Legacy of Textile Heritage This Contributes to. While these designs have been showed at our meets and have found favorite our members across the country, we have bigger plans as well. We hope to set up deedicated chaannels to tax Directly to the customers – through a website as well as in stores, “She says.
Published – March 25, 2025 05:33 pm IST
