Ritu Kumar’s #BeautifulHands digital campaign


Ritu Kumar’s #BeautifulHands digital campaign

By Sneha Sadarangani  September 9th, 2014

Ritu Kumar’s latest digital venture, ‘Beautiful hands make beautiful work’, has us journeying into Kolkata to discover the rich heritage of traditional textiles. The veteran designer who has been with these craftsmen since the 1960s said, “They make wondrous things out of simple hand movements.” Thus, bringing India’s glorious craftsmanship and the faces behind it, into the spotlight, seemed like the right thing to do.

As part of the initiative, Kumar created a set of four 30-second videos, each shot in a different village around Kolkata – from Phulia to Chandernagar to Metiabruz – which zeroed in on craftsmen engaged in gold taar embroidery, block printing, weaving, kalamkari work, dyeing fabrics and other Indian crafts that are used in the making of a garment.

A dedicated microsite, RituKumar.com/Beautifulhands, has been set up to view the videos and for people to contribute to the cause.