31st March,2024, Mumbai: The well-known Bollywood power couple Richa Chadha and Ali Fazal are about to start a domestic company that highlights regional artisans, marking the beginning of an incredible entrepreneurial adventure. The pair, who are well-known for their love of handcrafted clothing and their steadfast support of handicrafts, want to revitalise one of the oldest artistic traditions that is profoundly ingrained in Indian culture.
India has long been known for its intricate handicraft work on a global scale. But the difficulties these skilled craftspeople face could endanger their ability to continue in this line of work. Richa Chadha and Ali Fazal are about to channel their love of handcrafted art towards revitalising the Lucknow local artisans’ community after realising the need for intervention.
Ali Fazal and Richa Chadha On Starting Handcraft And Art Based Brand
“Ali and I have always admired the artistry and skill of local artisans, particularly those involved in crafting exquisite intricate work in textiles,” said Richa Chadha, expressing her enthusiasm for the effort. Seeing how difficult it is for them to maintain their skill is depressing. Because we think that communities have great power, we hope that this project will give these artists a platform to not just survive but flourish. Our mission is to honour the classic craft of zardozi and make sure that it is preserved for future generations.”
Brand’s Commitment To Support Local Artists
The power couple’s initiative is a commitment to protecting and promoting cultural heritage as well as a business venture. Richa and Ali hope to empower indigenous artists and ensure that their vital contributions to India’s artistic legacy continue by providing them with competent assistance and a supportive ecosystem.
Expected Launch Of The Brand
This year, Richa Chadha and Ali Fazal are expected to launch their homegrown company, which aims to have a big impact on the fashion industry as well as the lives of numerous local artisans by giving them a bright future full of creativity, dignity, and financial empowerment.
By-Sapna Meena