Six Yards Of Tradition Madhurya Reviving The Indian Tradition

Over the millennia, the saree has not only become a sensuous, glamorous all-time-wear for women, but also the ‘canvas’ for weavers to create artistic embellishments! TLJ writer Divjot Kamboj shares the story behind Madhurya- an exclusive lifestyle and fashion brand based in South India (which is all set to expands its wings in North India) on protecting the Indian traditional sarees- the six-yard tradition!

- Divjot Kamboj

Tradition, beauty, colour, intricacy, exclusivity, purity and vibrancy- these are the elements that define every piece of master craftsmanship at Madhurya. What makes this outlet stand out is its strong connectivity to weavers based in remote villages (in a bid to promote the Indian handicrafts) particularly the weaving of traditional sarees.

THE INSPIRATION

“Sharing the beauty that our culture beholds was the inspiration behind the brand,” says Bharthy Harish, co-owner at Madhurya. Indians, we concur, are the most vibrant living beings! Every few miles you find a unique tang in the dialect and even costumes… And each state has a story when it comes to the traditional costumes. While most of us would easily relate to top fashion brands like Adidas, Nike,Puma….very few of us actually know the wide variety of sarees worn in our nation! This exactly was the reason of Madhurya’s inception. The outlet which began with the intent of preservation of traditional sarees, went on to promote several other art and craft forms.

BRIGHT AND BRILLIANT