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Every time we ladies don a Sampada dress, we are sure to stand out in a crowd. The brand is rooted in Indian tradition, trying to preserve and popularise traditional craft in the fashion world today. Let’s know more about this Delhi-based brand which was founded by Madhu Rao Ayde. Today, we talk to Saudamini- Madhu’s elder daughter for our #TuesdayTale.
1) Tell us about your association with Sampada.
Sampada means cultural heritage, the brand was founded almost two decades ago in 1994 by my mother when I was only 10 years old. I have seen this brand grow with me. In our family, my mother was the only woman who marched towards entrepreneurship.
Saudamini and Madhu Rao Ayde
2) What is the inspiration behind the designs of the collections you have?
With India becoming a significant part of the global village, the cultural heritage of our country is seemingly fading away, and that demotivates Indian artisans to make their art as their profession. My mom, Madhu Rao Ayde observed this plight and wanted to act against it. She was particularly interested in traditional designs, and weaving and production techniques. However finding authentic work on fashion clothing in this day and time is not only tedious but also impossible. To achieve this, she founded Sampada.
3) Sampada designs have a lot of Indian motifs, what inspires you?
There were two motives behind this —authenticity and upliftment of rural workers. Mom knew that with digital technologies emerging, it becomes easier to duplicate authentic work, as duplicated it is easier, saves time, money, and labour, but the colour and detailing that comes with an authentic piece compares no other. For example, a factory made block print product versus the hand-made product in a rural area would definitely differ in precision and perfection.
Sukanya and Madhu Rao Ayde
4) What kind of processing goes in making a Sampada piece?
Our products are a representation of a cultural mix and contemporary cuts. Each piece travels a lot before it reaches the retail markets. I remember how I used to love travelling with my mom to these small villages, looking at modest artisans working meticulously on every piece. Now, their children have joined their work as well. That is the charm of heritage. We do not make the product in one place. We have a nexus spread around the country— the design, the printing and the embroidery is done in a different part of the country.
The process begins here in Delhi by deciding the design with mom and my younger sister, Sukanya. Which is later sent out to the workers, for example—block printing needs a certain environment, climate and water condition for the colours to charm us. Hence, we send out our materials to small villages in Rajasthan and Gujarat and are later send the consignment to Madhya Pradesh for embroidery by the Muslim women based in those small villages.
5) Suggest 3 looks to make everyday beautiful with Sampada.