The journey of Banjaras can be best described in the wisdom words of the loveable author Ruskin Bond, “India is not a country; she’s an experience..! Also fascinating is that a qualified, practicing beauty therapist decided to change tracks.
Here’s how it began…
People appreciated the manner in which, Neeta applied Indian Natural Fabrics in her day to day dressing... Small inquires thus began to gradually translate into business interests.
In 1992, with a modest initial capital of a few thousand borrowed rupees the journey of Banjaras started from a 60sq ft attic, under the canopy of a banyan tree.
Gujarat and Rajasthan were the first obvious choices to be explored; given its repertoire of creations.
The first few years were a period of trials and tribulations and she and the tiny team went up the learning curve. And to her amazement found that Banjaras was the first player of pure Indian Natural Fabrics in Pune.
As business grew with introduction of checks and balances, Banjaras dived further into the vastly skilled regions of Madhya Pradesh, Uttar Pradesh, Orrisa, Chattisgarh, Tamil Nadu, Andhra Pradesh, West Bengal and Manipur amongst others. These travels were largely possible with her husband, Girish alongside, since back then it wasn’t easy to travel into the outbacks of India so easily.
What struck them were the omnipresent skills of extreme craftsmanship in the interiors of India, but on the other hand, the sheer penury in their way of living. This disparity could be traced in the dispassionate way the government cared for them. Thus was born their resolution to promote Indian fabrics in urban markets.
As months rolled into years, journeys took them to the heartlands of India where needs and facilities were minimalistic. Despite this, every sojourn was of utmost satisfaction, simply on two scores: the humility of the crafts persons and their divine gift of extreme skillsmanship.
The first shot in the arm came when a weaver-dyer and yoga exponent from Colorado saw the dedicated work they were putting in. Joanna Lewis, unfortunately no longer amidst us, carried the Banjaras story back with her only to feature it in USA’s leading natural fiber magazine “Fiberarts” in the summer edition of 2001. This generated continuous interest amongst foreigners.
An element of surprise sprung upon us, when the fabrics sourced from Banjaras were used to create outfits for the Bollywood blockbuster and Oscar nominated "Lagaan".
They were designed by none other than Lifetime Achievement awardee, Oscar Awardee and Member of Academy, Ms. Bhanu Athaiya.
This milestone generated interest amongst celebrities and we added to our workshop capacity.
It was around the same time that the floodgates of natural fabrics opened in India and weavers and block printers did all sorts of mediocre stuff for all type of people to feed the demand. It was then that Banjaras realized the situation - escalated its position by developing fabrics - experimenting successfully with cross- regional skills and value additions and created ensembles.
For eg- Block printing on Chanderi, Lucknow chikankari on maheshwari, hand- painted kalamkari on ajrakh, so far unknown to consumers.
Banjaras was invited to do a full length photoshoot with the then budding model Mugdha Godse, which featured in Femina in August 2003.
Various social incentives & numerous educational workshops for institutions continued through the years, and so did our exploration with regions.
This approach found fancy not just with the evolving taste of the urban Indian woman, but also attracted the discerning man. Taking a cue from this refinement of taste, Banjaras focused a part of its energies on exquisite stoles and duppattas and launched a formal line which it called- "BNJ-Intense" in October 2008. This line continues to be a formidable one till date.
In January 2010, Banjaras held a unique fashion event with a novel idea. The solo show titled "Adwita" displayed pure Indian hand crafted fabrics, displayed on the ramp by working professionals. This event gathered immense applause and appreciation.
Banjaras also has its own documentary film called “The Caravan’s Path” on the various forms of handcrafted fabrics and their experiences through the heartlands of India, compiling together their 18 year journey.
Time and again, Banjaras has ably trained people coming from modest backgrounds into confident, enthusiastic store operators. They continue to passionately care for the enrichment of the store. This seamless training has also benefited them in their personal lives. Patrons and well-wishers have often acknowledged positively the willingness and patience they exude in their services.
An inclusive approach to employment opportunities and senses keenly tuned to nature’s wellness, Banjaras has cared for social and environmental needs well.
Today, although Banjaras represents natural Fabrics from 10 Indian states, the team believes that they have explored only a small fraction of this incredibly gifted sub-continent. How much and how far they continue to explore only time will tell as the caravan moves on….
Team BANJARAS
