Keeping handloom weaves alive, the Co-optex way

Over the years, the store has transformed itself into a reliable destination for cotton sarees. 

We met the MD, Venkatesh Narasimhan to understand the programmes led by Co-optex. “The building at Egmore is our landmark showroom and after renovation, there is a huge footfall in the store. Though we have a loyal set of customers for many years, we hardly have any youngsters coming in and shopping from us. We badly wanted to bring in a younger profile into the store and as a co-operative society that was a major concern. We studied the market thoroughly and understood the current fashion scene. We decided to bring in a substantial change in our designs. For this, we have collaborated with city-based designers and send them to weaving villages to train the weavers on new motifs and colour palettes. We have to bring products which are appealing to a younger crowd,” he says.

Venkatesh admits that the only challenge they have faced was to keep up with the power looms and revive dying handloom techniques. “Most of the weavers in TN are between the age group of 45 and 50 and we are giving them continuous employment. We don’t want weavers to quit the profession. But getting youngsters into weaving is tough. We need to sustain the art of weaving.”

AP Ravi, who has been working with Co-optex for 30 years, has seen many ups and downs in the fashion industry. “When I joined the company 30 years ago, there was a perception that handloom was only for the elite crowd. But it has changed now. People have become eco-conscious and prefer handloom products. Youngsters and adults alike have been sporting handwoven fabrics,” says Ravi.

Co-optex recently launched a section with silk and cotton stoles and dupattas made by weavers in Vadambachery, Arupukottai, Vanavasi, and Manamedu areas.