Contemporary Handloom Needs Innovation, Not Nostalgia: Pranjali Kharche
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Pranjali Kharche highlights how design innovation, customer education and stronger support systems can help Indian handloom evolve while preserving its craftsmanship
Indian handloom does not need to reinvent itself to remain relevant—it needs greater appreciation for the qualities that make it unique, according to Pranjali Kharche, Founder of The Mirari Life.
In her perspective, the value of handloom lies in its distinctive touch, breathability and craftsmanship, characteristics that cannot be replicated simply by producing similar-looking fabrics on powerlooms. While traditional weaving remains highly skilled, she believes the sector must move beyond nostalgia and embrace contemporary design, stronger value perception and better market access to connect with today's consumers.
The Value of Handmade Textiles
Kharche points out that one of the industry's biggest misconceptions is the belief that powerloom fabrics can recreate the feel of handloom by using slub yarns or textured finishes.
According to her, the softness, movement and breathability of handloom fabrics come from the manual weaving process itself, where every yarn is individually placed by hand. These qualities, she argues, justify the premium associated with handcrafted textiles.
However, many consumers still perceive handloom products as inexpensive simply because they are woven in rural and remote regions. This creates a broader value-perception challenge across the textile ecosystem.
Moving Beyond Heritage-Only Positioning
While respecting traditional craftsmanship remains essential, Kharche believes heritage alone cannot sustain future demand.
She advocates for contemporary handloom that combines traditional weaving with modern design, colour palettes and motifs suited to today's lifestyles.
At The Mirari Life, this approach has resulted in products featuring unconventional motifs such as wine glasses and dragonflies, demonstrating that handloom fabrics can evolve while preserving the integrity of the weaving process.
Rather than limiting handloom to festivals and special occasions, she suggests positioning it as a versatile choice for everyday wardrobes.
Creating Value Beyond Price
Drawing from customer interactions, Kharche notes that many buyers are willing to invest in premium handcrafted products when they understand their quality and uniqueness.
She believes the industry's focus should shift from making handloom cheaper to helping consumers understand:
- What makes handloom different
- Why handcrafted textiles command premium prices
- How they can be integrated into modern lifestyles
According to her, stronger storytelling around craftsmanship, material quality and design can build lasting customer appreciation.
Challenges of Building a Brand Outside Metro Cities
Based in Akola, Maharashtra, The Mirari Life has benefited from lower operating costs and proximity to local communities.
At the same time, Kharche highlights several operational challenges faced by businesses outside major metropolitan centres, including:
- Logistics delays
- Production scheduling difficulties
- Limited access to skilled talent
- Export-related constraints
She believes better transportation networks, affordable freight solutions and improved export logistics would significantly strengthen regional textile entrepreneurship.
Industry Platforms Should Deliver Insights
Reflecting on participation in Indie Haat Delhi 2026, Kharche says such platforms offer value beyond product visibility.
The event enabled interactions with customers, buyers, fellow entrepreneurs and policymakers, helping the brand better understand market expectations in both domestic and international markets.
She also notes the importance of engaging with industry and government representatives, including Shri Giriraj Singh, Hon'ble Minister of Textiles, Neelam Shami Rao, IAS, Secretary, Ministry of Textiles, Tanu Kashyap, IAS, Director General, NIFT, and Dr. M. Beena, IAS, Development Commissioner for Handlooms.
According to Kharche, exhibitions should be evaluated not only by visitor numbers but by the industry insights, relationships and business opportunities they create.
Supporting Artisans for Long-Term Growth
Kharche concludes that discussions around handloom must ultimately benefit artisans.
She advocates for fair compensation, stronger export opportunities and wider recognition of craftsmanship to ensure weaving remains a sustainable profession.
By combining design innovation, improved logistics, better market access and stronger customer awareness, she believes Indian handloom can continue evolving while remaining true to its heritage.