DAMA’s expo brings an array of Andhra weaves to Chennai

From light weight to medium weight fabrics to stoles and everyday wear sarees in pure cotton, DAMA’s exhibition that kicked off on Wednesday is an attempt to cater to the clientele in the city that is appreciative of handloom.

Talking to DT Next, Latha Tummurru, marketing and design head, DAMA, says that the city that is closely connected to saree has been particular about handloom varieties, amid a plethora of economical substitutes. “The sarees are priced from Rs 1,200 and above, and there are power loom options from Rs 600. The city’s buyers are appreciative of the fact that it is durable and of better quality.”

The exhibition which is hosted in the city twice a year is betting big on the stoles, over dupattas. She says, “We found that the women here prefer it and we have a large variety, cent percent soft in both natural dyed and chemical dyed.”

Block printed kalamkaris in handwoven fabrics and a range of textures in cotton are also a deviation from the archetypal earthy tones of handlooms, with a generous splash of contemporary colours.

Tummurru adds, “Over years, DAMA has realised the importance of colours and quality, and the need to break the perception that handlooms mean only red, greens and blues.”

She maintains that the USP, the specialty of every weaver is outlined distinctly—be it the kalamakari or mangalagiri or for the matter, the everyday sarees. The sale is on till February 9 at the CP Art Centre, Eldams Road.