FDCI promotes ‘Made in India’ with digital campaign
The Fashion Design Council of India (FDCI) is promoting designers and brands that work with Indian craftspeople and showcase traditional textiles in its new digital campaign featuring short films.
The FDCI is sharing a series or short films depicting the production process of a number of brands on its social media to promote the Indian crafts sector and encourage shoppers to buy Indian-made products to aid the post-lockdown recovery.
“All our processes are locally done, working with many craft clusters using numerous handcrafted fabrics and techniques,” clothing brand Lovebirds shared through the FDCI’s Facebook page, along with a film showing its manufacturing process.
“Screen and hand-block printing remains the core of our surface design, done by our makers.”
“India has an unsurpassed legacy of weaves, textiles and craft,” said designer Shruti Sancheti of womenswear brand Pinnacle, the FDCI reported.
“We at Pinnacle would like to celebrate our makers, artisans and craftsmen who’ve been an integral part of our brand.” Sancheti also shared a video of the creation of handloom weaves for her brand with the FDCI.
Other brands involved in the FSCI’s project include Nupur Kanoi, Suket Dhir, Divya Sheth, Raw Mango, Anita Dongre, Rahul Singh, and Akaaro, among others. Brands have submitted their own short films to illustrate the traditional crafts that they use for their designs.
Along with the Union Government and a number of trade bodies, the FDCI is urging Indians to ‘buy local’ to help domestic brands recover from the effects of the pan-India lockdown.
Many craftspeople have been especially affected by the lockdown as, due to a lack of work, many had to travel thousands of kilometres to their home towns to have somewhere to stay during lockdown. The FDCI hopes that an increased customer focus on ‘Made in India’ products will give the domestic industry a boost and keep India’s craft traditions alive.
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