Sustainable fashion brand HasthaKatha believes, harnessing modern e-commerce technologies can help preserve and promote traditional handloom crafts. Ekta Jaiswal, Co-Founder, Hasthakatha feels, one of the barriers to promoting handloom garments is its high cost. Hence, brands should encourage widespread consumption of handlooms which will decrease their prices automatically.
During lockdown, the brand continued to give tailors work to complete at home. The brand has now increased its social media marketing and also begun retailing from its Facebook page to boost its e-commerce presence.
To help artisans market their products, Jaiswal is promoting their work online and ensuring they are paid a fair wage. A graduate of the National Institute of Fashion Technology, Hyderabad, Jaiswal launched HasthaKatha on Etsy in 2016 as an initiative to promote Indian handloom. The brand’s aesthetic combine traditional folk art and textiles with modern tailoring, retailing garments including maxi-skirts, jumpsuits, and loose tunics.