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Ethnicwear maker Diva'ni supports 'Make in India'
08
Mar '16
Diva’ni, a collaborative venture of Yash Raj Films and KBSH Pvt Ltd, a manufacturer of ethnic wear, is involved in providing a platform for weavers and artisans of the country and is supporting the government’s ‘Make in India’ campaign, according to a company release.

Diva’ni works closely with weavers and craftsmen from the remotest regions of the nation to conserve and promote the crafts. Diva’ni works with over 500 zardozikars and master craftsman spread over Lucknow and Delhi and more than 100 Benarasi looms with approximately 400 weavers’ base and women artisans who hand paint on fabrics.

Diva’ni products are 95 per cent hand crafted and its niche lies in zardozi karigari with dapka, naqshi, kachha resham elements, Benarasi weaves made in gold, silver and platinum under the brand’s crafts social responsibility initiative along with hand painted art on classic chiffons and georgette’s.

Talking about expectations from the ‘Make in India’ campaign, the release said, “Handcrafted work should invite subsidies from the government, as fashion industry is big in India and impacts livelihood of a lot of workers and artisans. Additional tax benefits should be given to organisations that are employing a huge workforce to promote India and its craftsmanship.”

This season Diva’ni is exploring beauty of zardozi and aari techniques mixed with intricate French knots and 3D appliqués resulting in a never seen before bespoke Signature Dragonflies; a composed mix of more than 10 kinds of embroidery techniques. (HO)

Fibre2Fashion News Desk – India


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