The Revival of Indian Handlooms: How Vinusto is Leading the Way

India has over 4.3 million handloom weavers, making it one of the largest communities in the world. Vinusto’s initiatives help preserve these ancient crafts while bringing them into the contemporary luxury market.

Our design library features a world of prints crafted on chanderi and zari fabric. Playful motifs blend these centuries-old traditions into modern designs for effortless everyday dressing.

In recent decades, the advent of industrialization and the rise of fast fashion have threatened the survival of this age-old tradition. In this challenging landscape, Vinusto, an everyday luxury brand, is playing a pivotal role in reviving Indian handlooms, ensuring that this treasured craft not only survives but thrives in the modern world. The brand is born out of this social enterprise, merges the concepts of "Viraasat" (heritage) and "Venusto" (to beautify). This union symbolizes the brand's commitment to showcasing the beauty of traditional craftsmanship while fostering a modern marketplace .

Connecting Weavers to Wearers At the core of Vinusto’s philosophy is the belief in leveraging technology to create a direct link between weavers and consumers. The brand’s innovative approach involves truncating the complex supply chain traditionally reliant on intermediaries. By sourcing directly from handloom weavers across India, Vinusto ensures that every piece of fabric is authentic and every transaction fair

The brand’s hashtag, #WeaversToWearers, encapsulates this mission, emphasizing the direct connection between the artisans and the end consumers. This approach not only provides weavers with a larger market and fair compensation but also offers consumers access to high-quality, genuine handloom products.

Transparency and Fair Trade

Vinusto’s commitment to transparency is evident in its detailed product descriptions, which include information about fabric, origin, and measurements. This openness stems from the brand's confidence in its products and its dedication to educating consumers about the value of handloom textiles. Our approach extends to its relationship with craftsmen. Vinusto invests in educating weavers about design, technology, and pricing, ensuring they are equipped to navigate the modern market. Revenue sharing further supports fair trade practices, making every purchase a contribution to the weavers' families and their communities.

Beyond its commercial activities, Vinusto is dedicated to preserving India's rich cultural heritage and promoting awareness of traditional art forms. The brand’s efforts contribute to the preservation of handloom techniques and the broader appreciation of Indian craftsmanship. The Vinusto story is a testament to the power of purpose-driven business, demonstrating that authenticity, transparency, and social responsibility can coexist harmoniously within the fashion industry. Visit: https://www.vinusto.in/ #vinusto

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