Maheshwari Sarees – From Traditional Roots to Contemporary Style Statements
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The Maheshwari saree originated in the town of Maheshwar in the state of Madhya Pradesh, India. It is said that the weaving of Maheshwari sarees dates to the 18th century when Rani Ahilya Bai Holkar, a queen and ruler of the Holkar dynasty, invited weavers from Surat and Malwa to Maheshwar to create a distinct weaving style for her kingdom. The Maheshwari sarees were initially woven using cotton, but over time, silk was also introduced to create more luxurious and vibrant sarees. The motifs and designs on Maheshwari sarees are inspired by the natural beauty of Maheshwar and the ancient temples and forts in the surrounding areas, making each saree unique. Today, Maheshwari sarees are popular for their soft texture, lightweight, and vibrant colors, and are worn by women all over India for various occasions.
Richard Holkar has played a significant role in the development of Maheshwari sarees. He is the scion of the Holkar dynasty and has been actively working towards the preservation and promotion of Maheshwari handloom textiles.
In the 1970s, Richard Holkar’s mother, Maharani Sanyogita Devi, began a revival project for Maheshwari weavers, who were facing tough competition from power loom fabrics. Richard Holkar furthered this initiative and formed the Holkar Foundation, which aimed to uplift the socio-economic status of the weavers and promote their craft.
Under his leadership, the foundation launched several programs to improve the production, quality, and design of Maheshwari sarees. They provided training to weavers on new technologies and techniques, organized workshops for skill development, and even built a community center for the weavers.
Richard Holkar also collaborated with designers and brands to take Maheshwari sarees to a wider market, both nationally and internationally. The foundation has participated in several fashion shows and exhibitions to showcase the sarees and increase awareness of the craft.
Today, the Holkar Foundation is recognized as one of the leading organizations working towards the preservation and promotion of Maheshwari handloom textiles, and Richard Holkar’s contributions in this regard have been instrumental.
UNIDO (United Nations Industrial Development Organization) is a specialized agency of the United Nations that mainly focuses on promoting industrial development for poverty reduction, inclusive globalization, and environmental sustainability. UNIDO has been working closely with the Indian government and the private sector to promote the Maheshwari saree industry.
The role of UNIDO in the promotion of Maheshwari sarees has been significant in the following areas
Capacity Building: It has provided training on dyeing, weaving, and finishing techniques to improve the quality of the sarees.
Market Linkages: building market linkages for the Maheshwari sarees industry. It has organized exhibitions and trade fairs to showcase the sarees to potential buyers and promote the industry.
Sustainable Development: promoting sustainable development in the Maheshwari sarees industry. It has been promoting the use of eco-friendly dyes and sustainable production practices to reduce the impact of the industry on the environment.
Branding and Marketing: branding and marketing strategies for the Maheshwari sarees. It has provided assistance in creating a brand image for the sarees and promoting them in domestic and international markets.
Many designers and film personalities have been spotted wearing Maheshwari sarees. Some of them are:
Vidya Balan – Bollywood actress known for her love for traditional sarees is often seen wearing Maheshwari sarees.
Kiran Rao – Filmmaker and wife of Aamir Khan, Kiran Rao is known for her minimalist style and is often seen in Maheshwari sarees.
Ritu Kumar – Fashion designer Ritu Kumar has collaborated with the Maheshwar Handloom Cluster to create contemporary designs in Maheshwari sarees.
Sabyasachi Mukherjee – Designer Sabyasachi has also used Maheshwari fabric in his collections.
Uma Prajapati – Founder of Upasana, a sustainable fashion brand, Uma Prajapati has been working closely with Maheshwari weavers to promote the sarees and create new design
Gauri Khan – Interior designer and wife of Shah Rukh Khan, Gauri Khan has also been spotted wearing Maheshwari sarees.
7. Sonam Kapoor – Bollywood actress and fashion icon, Sonam Kapoor has been seen wearing Maheshwari sarees at various events.
Sangeeta Bijlani – Former Miss India and Bollywood actress, Sangeeta Bijlani has also been seen wearing Maheshwari sarees.
Rhea Kapoor – Fashion stylist and sister of Sonam Kapoor, Rhea Kapoor has also showcased Maheshwari sarees as part of her clothing line, Rheson.
Kangana Ranaut – Bollywood actress Kangana Ranaut has been seen wearing Maheshwari sarees in various promotions and events.
Maheshwari sarees were granted GI (Geographical Indication) certification in the year 2018. The Geographical Indication Registry granted the GI tag to Maheshwari sarees that are traditionally woven in the Maheshwar town of Madhya Pradesh. The GI tag certifies that the sarees are authentic and have unique qualities and characteristics attributed to the region they originate from. This certification has helped promote and protect the Maheshwari saree industry from imitation and has brought recognition to the rich cultural heritage of the region.
Gi or Geographical Indication is a certification that identifies a product as originating from a specific geographical area that has unique qualities, reputation, or other characteristics associated with that area. The Maheshwari sarees industry can benefit greatly from obtaining a GI certification. Here are some ways that GI can help Maheshwari sarees:
Protection from Imitation: GI certification provides legal protection against the imitation of Maheshwari sarees. It creates an exclusive brand identity for the sarees, preventing others from using the name Maheshwari on sarees that are not produced in the region.
Increased Market Demand: GI certification creates a unique identity for Maheshwari sarees, which increases the demand of the product in the market. People are willing to pay more for products with unique or exclusive features, which can result in increased sales and revenues for the industry.
Tourism Promotion: GI certification can also be used to promote tourism in the Maheshwari region. Tourists are attracted to places that are known for unique products or experiences, and the certification can be used to promote the sarees along with the region’s cultural heritage.
Quality Assurance: GI certification also ensures the maintenance of quality standards and production processes of Maheshwari sarees. With the certification, saree lovers can be assured that they are buying an authentic product that meets a certain level of quality.
