We aim to improve the wages of artisans in the craft sector
Forsarees is where tradition and innovation intertwine to showcase the exquisite artistry of Indian sarees. With a commitment to honouring the legacy of Indian artisans, Forsarees meticulously selects the finest handcrafted pieces from across the country. Each saree is a labour of love, intricately woven by skilled artisans, weaving together tales of heritage and craftsmanship. Speaking to Fibre2Fashion, Founder Ritu Oberoi discusses handloom sarees and their artisans.
With changing fashion trends and consumer preferences, how do you see the traditional saree adapting and innovating to stay relevant in today’s market?
The saree, as a category, has redefined itself in the last five years. The quirky draping by influencers has popularised the saree as a chic apparel. The contemporary approach to traditional attire – the saree – has helped it make a comeback. It is fast replacing suits in the boardroom, and that is how it is reinventing itself.
In a globalised world, how do you see the international market for sarees evolving, and what strategies should businesses employ to tap into this market effectively while maintaining authenticity and cultural integrity?
The saree is a versatile fabric that can be draped in many ways, besides the various traditional Indian styles. With many influencers experimenting with various styling, sarees are becoming a popular and chic apparel, appealing to non-Indians as well. While sarees already have a huge market globally, thanks to NRIs, we see many more people becoming attracted to the fabric. We have been adding products like gender-neutral stoles in various lengths to attract those who cannot wear sarees.
What inspired you to start Forsarees and delve into the handloom industry?
Coming from a 15-year corporate career, with my last role at ABP News Network as an Account Director in Ad Sales, I have always been a handloom evangelist and saree lover. Taking a sabbatical from work, I travelled extensively across the country, visiting numerous clusters and artisans. During these journeys to craft villages, I was struck by the abundance of skill and talent, yet observed the struggle to sell products beyond certain exhibitions. Recognising the gap in the handloom industry, Forsarees was conceived and finally incorporated in 2018.
Could you describe the process of bringing a handloom product from the weaver’s home to the urban consumer?
Each of our product is made at weavers’ unit/home in villages. The raw materials are sourced locally and provided to artisans. Once the products are ready, they are shipped to our Mumbai office. Once the quality check is done, the products are ready to be shipped to consumers.
What challenges have you faced in bridging the gap between rural artisans and urban consumers, and how have you overcome them?
One of the many challenges is organic reach. Being bootstrapped, we have limited marketing budgets, making it a struggle to reach urban consumers effectively. Additionally, there is the challenge of educating customers about authentic, craft-led products and their premium value compared to powerloom or screen prints. With decreasing attention spans, it becomes challenging to raise awareness of artisanal work among customers.
How do you maintain the balance between preserving traditional craft techniques and incorporating contemporary designs in your products?
Each of our sarees speaks volumes about the indigenous crafts of our country. They are rooted in traditional techniques and prints. However, to attract the younger generation and working women, we introduce design interventions such as colour schemes and quirky prints. For example, our ‘Bombay meri jaan’ sarees and stoles target young and working women. These sarees boast quirky prints that are made using traditional Dabu printing from Rajasthan.
How do you ensure the quality and authenticity of the sarees offered on your platform?
Before onboarding the weavers, we meet them at their cluster to check the raw materials being used, the finesse of weaving, and overall quality. Only once they meet our standards are they onboarded. Each product is then shipped to our Mumbai office, where another quality check is performed before shipping the product to customers.
What role do social media campaigns play in popularising handloom products in urban areas, and what strategies have been effective for Forsarees?
Social media plays a pivotal role in connecting us with our prospective clients. We utilise digital platforms to showcase our products globally and engage with young and working women, offering them a glimpse into our work at clusters. Our strategy to collaborate with various influencers has effectively popularised our products and crafts.
Could you share some success stories of artisans who have benefited from their association with Forsarees?
Artisans like Nilima Ben and her sister joined hands with us during the pandemic. Since then, they have been working with us on our premium Soof collection. This collaboration with Forsarees provides them with regular income throughout the year, and also gives them the opportunity to showcase their crafts to the world.
How does Forsarees ensure fair wages and eliminate intermediaries from the supply chain?
We work directly with artisans across the country. We ensure each artisan is paid in advance, including for the raw materials. The prices are finalised by the artisans themselves as per market standards.
What impact has Forsarees had on the handloom industry since its inception?
We are too small to have had any major impact right now, but we do aim to popularise the rare and unique crafts from across the country and take them globally. We aim to improve the wages of artisans in the craft sector.
What are your future plans for Forsarees in terms of expansion, product diversification, or any new initiatives?
Forsarees plans to onboard more artisans, especially from the south. We also are looking to collaborate with online and offline partners to showcase our products for better reach.
How do you perceive the evolving role of e-commerce in shaping the traditional saree industry, and what opportunities and challenges does it present for both retailers and consumers?
E-commerce is growing rapidly in our country, consequently, the traditional saree industry is expanding online. Sarees are among the top-selling products online, especially last year. It will definitely help us reach the last-mile customer who intends to buy something not locally available to her. The only challenge we face is in the premium category of high-priced products, where customers wish to touch and feel the products before buying them.
Sustainability and ethical sourcing have become significant concerns across various industries. How do you envision the saree industry addressing these issues, from production to retail?
Sustainability is a practice, a habit, and not just a product. Handloom, by virtue of its products, has promoted slow and sustainable fashion for ages. While these terms are gaining significance worldwide now, they have been a traditional practice in India with handmade products over the years. All our products are handcrafted, with most of them being handloom, resulting in minimal carbon footprints. Some fabrics are printed by hand using natural dyes, minimising chemical usage. So, overall, our sarees are not a concern from sustainability angle.
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