The initial brief given by the client, KSR Handlooms, was to help with the conceptualisation of its new brand, and subsequently design a range of saris that would be launched alongside the brand. Research on customer preferences and markets helped define the context for the collections—a range of handwoven saris for the middle income group with aesthetic aspirations of upper income groups. The inspiration for the collections was derived from Chirala. The first collection is a series of cotton-silk handwoven jacquard saris based on Muggu, traditional floor paintings famous in south India. The second collection is a series of cotton-silk handwoven saris inspired by RMHK and Telia Rumal Ikat tradition practiced in Chirala previously. The final range of saris is a contemporary take on traditional inspirations.
Keywords: brand identity, Chirala, dyeing, handloom, weaving