Page 77 - ABFRL SUSTAINABILITY REPORT 2016-17

ABFRL
SUSTAINABILITY
REPORT /

REVIVING THE FINE ART PRESERVING THE
OF BLOCK-PRINTING ART OF MADHUBANI
Our resounding success with the IKAT line encouraged When we set out to join hands with the Madhubani
us to further scan the horizons of cultural craftsmanship painters of Bihar, we were gearing up to present a
in India. We introduced hand block-printing, which has unique art form for the rst time in men's retail.
remained a very popular traditional craft since ancient Traditionally, a Madhubani painting is done with brush
times, in to our artisanal collection. and nib pens using natural dyes and acrylic pigments.
We provided the artists with a new canvas in the form
Skilled craftsmen hand-carve blocks with intricate
ethnic motifs which are then used for printing on fabric of fabric which would later be used to create shirts for
the Peter England brand. The fabric for the Madhubani
by expert print masters with organic dyes. In order to
give it a contemporary twist, we added new geometric line is a silk/cotton blend produced from micro spun
cotton sourced directly from the farmers.
and modern motifs to the design.
Newer platforms for showcasing their talent has
As with our IKAT line, the block-printing line has also provided these artisans with the con dence that this
created a win-win framework, delivering dual bene ts rich art form will not fade away due to lack of relevance
of cultural sustenance and customer delight.
and that it will continue to bring them livelihood
opportunities.

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