From the Paris runway to Chennai’s pop up, we trace the journey of Coimbatore industrialist Kavitha Chandran’s brand of bags, Urmi
The colourful koodais (baskets) that your grandmum wove with tubes of plastic just became haute couture. All thanks to Kavitha Chandran and her brand of bags, Urmi. Chandran, who employs women from in and around Coimbatore to hand-weave totes and clutches from recycled plastic, using age-old basket-weaving techniques from the region, says it’s all about women empowerment, sustainability and reviving an almost-forgotten craft.
The stylish Chandran could easily pass for a model herself, but is intensely private and would rather not have her photo taken. “But you are welcome to ask me anything,” she says. Chandran speaks about Urmi’s collaboration with designer Manish Arora at the recently-concluded Paris Fashion Week 2017 (PFW). His models carried Urmi bags, and now, boutiques in New York, Tokyo, Ibiza and Paris are selling them. The bags will also be seen at the London Design Fair in September.
Chandran, who was always fascinated by baskets, says the idea for Urmi was born when she saw an employee’s wife and mother hand-weave baskets. The idea took shape when she got into a discussion with Amirthavalli who ran a small shop near her textile factory in Udumalpet. From her, she learnt about the various weaves. “I learnt about the Malli Muggu (jasmine or flower bud weave), Shiva’s Eye, Star and the regular weave. The Nellikai (gooseberry) and the biscuit weaves are in the pipeline,” she says. Amirthavalli became the first point of contact and she gathered together other women who still practised basketry.
Speaking of her first lot, Chandran says, “I showed the first batch of bags at ‘Who’s Next Paris 2015’ and people loved it.” She was flooded with enquiries from across the world, and that got her thinking. “It was not just about a fashion accessory,” she says, “but one that ties in with my commitment to sustainability and women empowerment.” Chandran, who recently received the Astitva Samman Award by the PHD Chamber of Commerce and Industry, was the President of the FICCI Ladies Organisation in 2012. “We provide women the opportunity of working from home, as for many, stepping out to work is not an option. They are given the raw material and specifications. The bags can take anything between eight to 22 hours to weave,” says Chandran, who now employs 40 women in Udumalpet and Coimbatore.
The Urmi collection has evening clutches, box clutches, shoppers, tote bags and casual bags. The next big thing is going bigger with events like the Amazon Fashion Week and Lakme Fashion Week.
Urmi is available on 16 stores online, besides their outlets in Puducherry, Kochi, Delhi and Jaipur. Bags are in the ₹3,200 – ₹5,000 price range. The Chennai pop up is at The Amethyst Room, from April 5 to 15.