We anticipate a significant rise in demand for handcrafted and artisanal textiles
Mandakini is a trusted global brand renowned for its premium-quality artisan products, specialising in pure silk sarees. It was established in March 2016 with a vision to preserve and promote the unique artistry of women weavers and artisans from North Karnataka. In a chat with Fibre2Fashion, CEO Anita Katti explains how by bridging the gap between skilled communities and the global market, the brand empowers small, family-run businesses that might otherwise struggle to survive.
What inspired you to start Mandakini, and how does the brand reflect your personal vision?
Mandakini was born from a deep desire to bridge the gap between traditional craftsmanship and contemporary design while improving the lives of artisans in North Karnataka. Our vision goes beyond creating beautiful sarees; it is about empowering communities, especially women artisans, who possess extraordinary skills but lacked access to markets, technology, and modern design techniques. Through Mandakini, we aim to provide these artisans with the tools and opportunities they need to thrive in a globalised economy, while preserving their rich cultural heritage. This mission of empowerment and sustainability is at the heart of everything we do.
Sustainability and cultural heritage often seem to be at the core of Mandakini’s ethos. How do you balance these with contemporary design trends?
At Mandakini, we believe in the harmonious blend of sustainability, cultural heritage, and modern design. While honouring the age-old techniques passed down through generations, we integrate contemporary design elements to ensure our products resonate with global consumers. This balance is achieved by collaborating closely with artisans, guiding them in adapting their traditional skills to meet modern market demands without compromising on authenticity or sustainability. The result is a product that is both timeless in its cultural significance and contemporary in its appeal.
Could you walk us through your design process and how you ensure the authenticity of your products?
Our design process is deeply rooted in collaboration with artisans from North Karnataka, who bring their centuries-old expertise to every piece we create. We start by selecting the highest quality raw materials, primarily silk, and work with artisans to create unique patterns and colours that speak to both tradition and modern style. Each design is carefully crafted, ensuring it reflects the cultural narrative of the region while maintaining its authenticity. We also focus on strict quality control, from initial sketches to the final product, ensuring that every saree is a true representation of the artistry behind it.
How does Mandakini collaborate with local artisans, and what measures do you take to preserve traditional crafts?
Mandakini works closely with the talented artisans of North Karnataka, especially women weavers, who are the custodians of these traditional art forms. We provide them with the tools, resources, and training to refine their skills and adapt to modern market trends without compromising on the authenticity of their craftsmanship. Through these collaborations, we ensure that the traditional weaving techniques are passed down to future generations. Our efforts to preserve these crafts are not limited to production; we actively work to raise awareness and create a demand for their work on global platforms, thus safeguarding their legacy.
With the rise of conscious consumerism, how are customer expectations shaping the way handcrafted and sustainable textiles are marketed and sold?
Customer expectations are shifting towards transparency, sustainability, and authenticity, and this has significantly impacted how handcrafted and sustainable textiles are marketed. Today’s consumers want to know the story behind the products they purchase, from the materials used to the artisans who create them. They are increasingly seeking brands that align with their values, including ethical production practices and environmental responsibility. As a result, we emphasise storytelling, highlighting the artisans’ craftsmanship, the sustainable practices behind our products, and the positive impact of every purchase on these communities. This helps us build a deeper connection with our customers.
What sustainable practices does Mandakini integrate into its production processes?
Sustainability is a key value at Mandakini. We focus on creating handcrafted, high-quality sarees that support the environment and the artisan communities. We work with small, family-owned businesses and promote eco-friendly practices, such as using natural fibres and dyes. Additionally, by supporting slow fashion, we reduce the environmental impact often associated with mass production. Our commitment extends to ensuring fair wages and providing access to technology and market knowledge, which empowers artisans while fostering a sustainable ecosystem.
What has been the most significant challenge in establishing and growing Mandakini, and how did you overcome it?
One of the biggest challenges we faced in establishing Mandakini was introducing contemporary design and market practices to artisans who had limited exposure to global commerce and modern technologies. Many of these artisans were talented but struggled to access the global market. To overcome this, we focused on education and collaboration, helping them adopt new tools and techniques without losing their traditional touch. By offering training in design, technology, and market trends, we empowered these artisans to compete globally while preserving their cultural heritage.
What role do you think technology plays in preserving and promoting traditional craftsmanship while ensuring scalability in this industry?
Technology plays a crucial role in bridging the gap between traditional craftsmanship and the global marketplace. At Mandakini, we leverage technology to improve the artisans’ access to design tools, marketing platforms, and global consumers. By providing artisans with digital tools for design and production, we help them enhance their craftsmanship and scale their work without compromising authenticity. Additionally, e-commerce and social media platforms allow us to share their stories with a global audience, ensuring that traditional crafts are not only preserved but also thrive in the modern world.
How has Mandakini’s blend of design, technology, and market access uplifted North Karnataka’s women artisans?
Mandakini’s focus on design innovation, access to technology, and global market reach has significantly uplifted the women artisans of North Karnataka. By introducing contemporary design sensibilities and technological tools, we have helped these artisans improve their productivity and product quality, making their work more competitive in the global marketplace. Additionally, providing them with better market intelligence and access to international customers has empowered them economically, giving them a sense of pride and ownership in their craft. Every sale contributes to their livelihood, making their artistry not just a tradition, but a sustainable source of income.
How do you see the global demand for handcrafted and artisanal textiles evolving in the next few years, especially in the context of sustainability and slow fashion?
As consumers become more aware of the environmental and ethical impact of fast fashion, we anticipate a significant rise in demand for handcrafted and artisanal textiles. The focus on sustainability and slow fashion is gaining momentum, as more people seek out high-quality, ethically produced goods that have a story behind them. Handcrafted textiles, like the sarees we create, offer a unique combination of artistry, sustainability, and cultural heritage that appeals to today’s conscious consumer. We believe this trend will continue to grow as people prioritise authenticity and long-term value over mass-produced items.
With Mandakini’s focus on preserving traditional craftsmanship through sarees like Kanchipuram, Pochampally, and Ilkal, how do you ensure these cultural narratives resonate with a global audience?
We ensure that these cultural narratives resonate with a global audience by showcasing the craftsmanship and rich heritage behind each saree. We tell the stories of the artisans and the history of each weaving technique, connecting the consumer to the artistry and cultural significance embedded in each piece. By blending traditional designs with contemporary aesthetics, we make these sarees more relatable and appealing to modern buyers while ensuring that their cultural roots are never lost. Our approach to storytelling through our products helps build a deep connection with customers worldwide.
What are some of the biggest challenges the artisanal textile industry faces in adopting sustainable practices without compromising quality or authenticity?
One of the biggest challenges is maintaining the balance between preserving traditional methods and adopting modern, sustainable practices. Some artisanal techniques may be resource-intensive, and shifting to more sustainable practices without compromising the quality or authenticity of the products can be difficult. Additionally, there is the challenge of educating artisans and consumers about the long-term value of sustainability, as it often requires a shift in mindset. However, with proper support, education, and the right resources, these challenges can be overcome, ensuring that both quality and sustainability go hand in hand.
In an increasingly globalised world, what strategies can the industry adopt to protect and celebrate regional craftsmanship while appealing to international markets?
The key to protecting and celebrating regional craftsmanship while appealing to international markets lies in storytelling and education. By sharing the history and cultural significance of the crafts, artisans, and their communities, brands can build an emotional connection with consumers. Additionally, ensuring that the craftsmanship remains authentic while incorporating modern design elements can help bridge the gap between tradition and global appeal. Creating strong partnerships with artisans and providing them with the tools to adapt their work for international markets, while remaining true to their roots, is vital for the survival and growth of regional craftsmanship in the globalised market.
Finally, what advice would you give to aspiring entrepreneurs looking to create a brand that values heritage and sustainability?
My advice would be to stay true to your core values, especially when it comes to heritage and sustainability. Understand that building a brand that honours tradition while innovating for the future takes time, patience, and dedication. Collaborate closely with artisans or producers, empower them with knowledge, and create a transparent, ethical business model. The key is to balance quality, sustainability, and cultural preservation, while keeping an eye on the evolving demands of the global market. Consumers today are increasingly looking for authenticity, and your brand can be a leader in this space.
