If Jharonka stood for all things premium, Craftsvilla’s other brand, Avanya is a more affordable label. The two stand at different ends of a spectrum. Their latest brand, Anuswara, launched last week, strikes the perfect balance between the two, we’re told. “It’s a craft-inspired brand and I understand there are numerous labels that are seeking to bring Indian crafts into focus. But Anuswara’s aesthetic is distinctly contemporary and we are also able to offer it at much lower prices,” says Avani Pandya, the head for Craftsvilla’s private labels, adding that the garments are geared towards women who are more artistic, evolved and like to be in touch with their roots.
On offer is an array of tops, tunics, palazzos and kurtas with kalamkari and ikat work. There’s also a line of indigo prints and bright summer pastels expected to hit the shelves mid-May. Patches of ikat and kalamkari are incorporated into the garments to ensure authenticity and yet keep the prices low. “This way, you’re getting original crafts without having to pay too much,” says Avani.
Crafted from cotton and cotton blends, such as silk, viscose and linen, the collection is sombre and subdued as the traditional dyes used don’t allow for a more vibrant palette.
While the focus right now is on ikat and kalamkari, the next collection will include hand blockprinting with indigo dyes. Their Autumn/Winter collection of the year shines the light on Ajrakh printing, which will see Avani and her team, working with local artisans in Kutch. “There is so much India has to offer. And we hope to bring each one into focus. Our aim to launch a new capsule collection every 15 days to keep our customers coming back more regularly,” says Avani.
Rs1,000 upwards. Details: craftsvilla.com