BILKULONLINE
By Rafat Quadri
Ahmedabad, May 1: Garvi Gurjari, the Gujarat State Handloom and Handicrafts Development Corporation Ltd (GSHHDCL), known for its exquisite range of Gujarati handicrafts, has partnered with the National Institute of Design (NID) in Ahmedabad to create stunning uniforms for its emporium staff. The collaboration aims to enhance brand visibility and customer engagement while showcasing Gujarat’s rich cultural heritage.
Under the leadership of Varun Shashni, a faculty member of Apparel Design at NID, the project was undertaken by the Integrated Design Services (IDS) department. Drawing inspiration from the UNESCO-listed heritage site Rani ki Vav in Patan, the uniforms feature earthy colors and fabrics with Ajrakh block prints, reflecting Gujarat’s traditional craftsmanship.
Lalit Narayan Singh Sandu, IAS, Managing Director of Garvi Gurjari, expressed his satisfaction with the design process, noting the professionalism and commitment to excellence displayed by the NID team. He praised the uniforms for perfectly capturing the essence of authentic Gujarati craft traditions and providing Garvi Gurjari with a distinct and professional image.
Praveen Nahar, Director of NID Ahmedabad, hailed the project as a success, showcasing the institute’s dedication to collaborative design solutions that blend heritage with contemporary style. Neelima Hasija, Activity Chairperson of Integrated Design Services at NID Ahmedabad, commended the uniforms for their functionality, comfort, and elegance, embodying Gujarat’s unique craftsmanship and instilling pride in its culture and heritage.
The new uniforms will be unveiled at Garvi Gurjari’s flagship emporium in Panchvati, Ahmedabad, with plans to roll them out to all Garvi Gurjari emporiums across India. This initiative is expected to strengthen Garvi Gurjari’s brand identity and attract a wider audience, showcasing the seamless integration of tradition and innovation.
(Rafat Quadri can be contacted at editorbilkul@gmail.com)