BRAND PROFILE
With her aim to empower these artisans, it only
seemed fitting that Nirali, with her mother in tow,
launched ETAR. Co-founder Nirali Chokhawala
lets Apparel in on the inner workings of their
labour of love.
TAKE US BACK TO THE START. HOW
DID YOUR LOVE FOR TEXTILES
COME ABOUT?
Gujarat has a lot to offer when it comes to
textiles. I believe that my love for textiles grew
during my NIFT days but to my mother, it was
passed down by my nani (grandmother). My
grandmother, who currently stays in Canada, still
stitches, and has developed a good client base
there. I can say that it runs in the blood.
TELL US A LITTLE ABOUT YOUR
COLLECTIONS AND THE PRICE RANGE
FOR THE SAME.
Our present collection is made entirely from
handwoven fabrics. We wanted the collection to
look Indian but at the same time, be wearable
and in trend. The whole collection is inspired by
THE CURRENT COLLECTION WAS
MADE AFTER MEETING MANY
WEAVERS, TALKING TO THEM,
INCORPORATING THEIR INPUTS, AND
LEARNING FROM THEM IN ORDER
TO COME UP WITH SOMETHING
WHICH WAS DISTINGUISHED.
minimalism and uniqueness in terms of collars
and designs. The current collection was made
after meeting many weavers, talking to them,
incorporating their inputs, and also learning from
them in order to come up with something which
was distinguished. We want Indian textiles to be
APPAREL
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