The tradition of the hand-woven fabric has been replaced by power-looms, and prints have replaced the finesse and intricate beauty of the master craftsman’s weave. This has led to a sad state of affairs where the craftsmen and weavers of Benares are now bereft of their livelihood.
Stepping into this equation are the Taj Hotels, Resorts and Palaces who have consistently championed the cause of promoting rural arts and artisans. In continuation of this endeavor and as a part of its initiatives for providing sustainable livelihoods, it extended its support to the master weavers of Benaras.
Taj believes that luxury, much like tradition, needs to be preserved and nurtured and hence with an aim to revive the handloom industry from extinction, the company an idea in 2007 to use handloom saris as their uniforms across all their 13 luxury properties.
Thus continuing the tradition of supporting the Benarasi Weavers and the dying cause The Taj Hotels Resorts and Palaces have revamped their uniforms from the previous resplendent hand-woven beige gold silk saris edged with turquoise blue borders that carry the traditional paisley design, to a more vibrant and refreshed design to suit the young contemporary woman of today. The man behind the endeavor and designs is Mumbai based designer Jay Ramrakhiani who has personally worked with the weavers and is constantly encouraging them to continue with the authentic and traditional methods of weaving.
The launch of this endeavour will take place at the Taj Mahal Palace, Mumbai on 25 May, 2011.
