Bengal Kantha Saree – Connecting Competency to the market place
Tuesday, March 10th, 2015I visited a Craft council of India exhibition recently. Manju purchased a few Kantha Sarees from there. I like the art of embroidery on the sarees and was curious to know its origin. It s quite an interesting story.
1. First Connect – Kantha art was used in Bengal for stitching quilts from old used clothes; it was a great process of using 3 to 4 layers of old cloth to create a quilt. First process of design in society.
2. Second Connect – Some other designer picked up the quality of designs which was applied in building these quilts. Excellent Embroidery patterns brought this art from villages to city.
3. Third Connect – Now the same pattern of embroidery is applied on Sarees and thus Kantha range of Sarees got produced. This form of embroidery got the Kantha branding.
This is a good example of understanding Competencies of Rural India and Connecting the competency by design to create the right product and creating market for these products under Kantha Art Brand.