Godrej & Boyce, the flagship company of the Godrej Group, announced that its brand India Circus by Krsnaa Mehta embarks on a journey of discovery of India’s timeless heritage crafts with its first-ever foray into the fashion clothing segment.
This T-Shirt collection aptly titled 'Save The Craft' is a stylish visual art depiction of the brand’s artistic roots, inspired by handicrafts and handlooms across diverse cultures in India from centuries ago.
India Circus by Krsnaa Mehta is a Godrej & Boyce Venture that offers contemporary-chic, sophisticated, and affordable style for various areas of your life, from home decor to personal accessories. It is a brand that has already established itself as one that curates its collections inspired by the essence of life in India. Taking experience from Mughal Royalty to roadside chai, the brand offers a diverse and distinct array of moods and tones which represent India and transforming it into a colorful experience that oozes sophistication and style.
With its new clothing line, India Circus is here to bring to light the treasure trove of wealth that is facing dire survival conditions. Popular traditional handicrafts have begun to be modified along with new designs to striking a balance according to the market demands owing to which artisans are moving towards alternative income generation methods.
India Circus hopes to encourage the ‘Make in India’ initiative which has been designed to promote entrepreneurship in India, by utilizing the existing talent base in India and creating additional employment opportunities as well as empowering and strengthening the manufacturing sector.
Krsnaa Mehta, Founder, and Executive Director at India Circus - A Godrej & Boyce Venture says, “Save the Craft is an initiative with a purpose, to spread recognition about the Indian handmade fashion. The handloom and handicraft industry has been the backbone of India's rural economy for decades. It is one of the largest employment generating industries, providing a key means of livelihood to the country's urban and rural population. The sector functions on a self-sustaining business model with craftsmen often growing their own raw materials and following a belief of environmentally friendly zero waste practices. We at India Circus are taking this opportunity to create a collection to bring about awareness among the public on the handloom industry and its ethos and taking a step forward to supporting the artisans at the grass-root level.”