The final phase of the Master of Design curriculum at the National Institute of Design, a prestigious six-month live project, was undertaken with Taagaa, a promising brand in the Chikankari sector, led by its dynamic founder and director, Divya Singh. The project was a deep dive into the enchanting world of Chikankari, with an emphasis on understanding the brand’s design aesthetics, its industrial activities, market targets, and customer needs.
Taagaa, an upcoming brand, identified the need for personalization and authentic traditional designs in the Chikankari sector and sought to fill this gap through its offerings. Initially, the focus was on e-commerce platforms due to the pandemic and the resulting consumer shift toward online shopping. However, the brand aspires to extend its personalized customer experience to physical spaces in the future.
This project entailed designing Chikankari garments that encapsulate traditional practices and then manufacturing them for online purchase. The journey started with a thorough investigation of the brand's identity, market position, functioning, and aesthetics. This detailed analysis was instrumental in carving out a unique brand identity that stands out in the market.
We delved into the history of Chikankari embroidery and its present state to develop a comprehensive understanding of the craft. This, coupled with market analysis and consumer taste research, paved the way for the creative part of the project. Drawing inspiration from existing trends, we aligned our conceptualization and ideation with the brand's strategy.
Extensive explorations were conducted with motifs, stitches, colors, and base fabrics, culminating in the development of final collections that manifest the brand's vision. This process, although marked with challenges due to the Covid-19 pandemic, was carried out with utmost care and attention to detail. This venture served as a crucial milestone in our transformation into design professionals.