Massakali by Shraddha Sawant holds handloom exhibition in Mumbai
Handloom saree brand Massakali by Shraddha Sawant held “The Magic of the Loom” interactive event and pop-up over the weekend in Mumbai to promote sustainable weaves and the brand’s new line.
From August 24 to 25, Sawant took her handloom brand to the Novotel Mumbai on Juhu Beach and welcomed the city’s shoppers to discover her brand and the world of handloom. The event was inaugurated by Bollywood celebrity Shabana Azmi and launched the new Massakali line “Label by Shraddha Sawant”.
Sawant showcased a number of different weaves at the event including Chanderi, Benarasi, Zari, Khadi-Jamdani, Ikat, Kanjivaram, and Garhwal. The event also featured a demonstration by the brand’s handloom weavers who created Paithani on the loom and invited guests to try weaving for themselves.
“I want to congratulate Shraddha Sawant for her lovely initiative,” said Azmi at the event, as reported by Indo-Asian News Service. “When we talk about workforce in India, then I feel that people who do handiwork are really important, but the handloom industry has been restricted to a very few parts of the country. I feel it’s a huge part of our culture, history and tradition, and because of this industry, many weavers are getting employment opportunities. So, I feel we should support them in our own capacity.”
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