Bhubaneswar: After the classic Sambalpuri print, Odia letters are now being used as designs on sarees by a London-based label Vari.
Founded by an Odia architect and designer Pattnaik Ompriya Mohanty, Vari products have Odia calligraphy on fabrics such as Ikat silk and Ikat cotton, splashed across sarees, scarves and even handbags as a part of their line that promotes Odia culture.
“As a non-resident Odia, I had always wanted to contribute to the promotion of our rich cultural heritage and project it before the world. The demand for such traditional ethnic designs from Odisha is huge. We showcase our products in various pop-up stores in London and also export these to New York,” said Mohanty.
The Government of Odisha has aided Vari with 25 master weavers and 10 skilled craftsmen as a part of its ‘Make In Odisha’ initiative to weave and design these products that are then sent to New Delhi for finishing.
Vari is planning to launch a footwear line and ceramic silver filigree jewellery inspired by jhoti chita art (patterns made on the floor using a mixture of crushed rice and water) of Odisha, apart from opening showrooms in London, Singapore, Dubai, Hong Kong and New York that exhibit Odisha-inspired fashion.