Aadyam Handwoven holds immersive textile experience in Kashmir

Aditya Birla Group brand Aadyam Handwoven held an immersive cultural event in Kashmir. ‘Ehsaas – Live the Loom Life’ showcased handloom textiles and celebrated Kashmir’s cultural heritage at Dal Lake.

Over two days, Aadyam Handwoven gathered its guests on a traditional Doonga boat on Dal Lake to learn more about India’s textile culture. Along with fashion and textile showcases, guests watched Sufi and Qawwali music performances and indulged in a Kashmiri Wazwan feast.
 
“At Aadyam, we believe in culture beyond textiles, where every element is connected to the rich stories and traditions of the land,” announced Aadyam Handwoven on Facebook. “We are grateful to our media friends for making time to join us for the Ehsaas – Live the Loom Life experience in Kashmir. The itinerary was thoughtfully curated to offer a true glimpse of Kashmiriyat, weaving together its essence beyond just the textiles that are at the heart of Aadyam Handwoven. Over these two days, we explored not only the region’s textile heritage but also its rich history of crafts, cuisine, architecture, and traditions- each offering a unique window into the soul of Kashmir.”
 
Aadyam Handwoven is a corporate social initiative of textiles and apparel giant the Aditya Birla Group. The brand works with handloom weaving clusters across India and aims to create a “self-sustaining ecosystem for the finest artisans of the country,” according to its website. The business states that it is committed to increasing artisans’ quality of life by supporting them and selling their crafts to shoppers across India.