Aadyam to expand with new weaving clusters and retail stores across India
26 February 2025, Mumbai
A social enterprise under the Aditya Birla Group, Aadyam plans to expand its presence by setting up new weaving clusters across India. The organization is exploring potential partnerships in Andhra Pradesh's Venkatagiri and Uppada regions, aiming to integrate more areas into its ecosystem while maintaining its commitment to quality.
Aadyam's long-term vision extends beyond commerce, seeking to become a brand recognized for promoting Indian culture and heritage. Launched in 2020, the initiative focuses on uplifting handloom weavers and preserving traditional textile arts.
The idea is to revive weaves and ensure that weavers stay with their profession. This is a livelihood project at its heart, says Manish Saksena, Lead Business Consultant, Aadyam Handwoven. Unlike conventional retail brands, Aadyam adopts a holistic approach, working closely with weavers, developing infrastructure, and fostering a sustainable ecosystem.
Each of Aadyam’s weaving cluster is known for its unique craft, and the brand aims to revive traditional techniques, ensuring fair wages and encouraging the next generation of weavers. A dedicated design team in Bengaluru balances innovation with authenticity.
Aadyam's product portfolio showcases India's diverse textile heritage, featuring home furnishings and apparel. The brand sources from clusters like Banaras, Bhuj, Mirzapur, and Pochampalli, specializing in off-the-loom textiles such as sarees, shawls, and stoles. It recently introduced a small capsule collection for women’s apparel and plans to expand into menswear.
Over the past four years, Aadyam has opened five exclusive stores in India, strategically located to reach a discerning clientele, including international customers. The brand plans to further expand its retail presence across India. While e-commerce is part of its strategy, Aadyam emphasizes the tactile experience of its handwoven products.
Aadyam's pricing reflects the craftsmanship of its products, with home items ranging from Rs 1,200 to Rs 10,000 and sarees from Rs 20,000 to over Rs 1 lakh. Sarees perform well in value, while the home category thrives due to its unique offerings.
Aadyam is also developing ‘Culture Beyond Textiles,’ integrating other art forms into its brand experience. This includes partnerships with cultural events, such as Kathak performances, to celebrate the ecosystem surrounding handloom textiles.
