It was a welcome ceremony in her house that evening. Everyone’s face charmed with a bright smile as the wait in their eyes was about to end. She was coming back home. A fashion graduate was coming back to her roots, to her village. A passionate, enthusiastic, and future entrepreneur was coming to find peace and solace in the calmness of village away from the fast paced urban chaos.
After garnering years of experience working with top fashion brands there was still a longing sensation creeping inside her. The sensation of dissatisfaction. And it got worse when she realized that she was feeling it while working in an industry she loved so passionately. A small break from all the chaotic world might help, she thought. And, thus, she packed her bags to visit the place she was born and had spent the most wonderful days of her life with her family and the taste of her mother’s delicious food & Indian Village Life.
The sun was still setting down and the birds were flying back to their nests when she reached her home and received a warm welcome. The city’s uneasiness settled quickly in her home’s atmosphere. After filling up the details of gossips and city life experiences Vritti sat in the balcony sipping from her cup of tea as that day’s last sun rays streaked her short hair orange and shined her eyes full of hope.
That night she remembered some of the best moments she had with her father. A farmer by profession, she had not seen any other man as hard working as her father. Waking up early in the morning, spending whole day at farm, growing varieties of crops on the field, and taking care of the farm just like he took care of his children.
During her childhood she often used to go with her father on the farm and witness the production of what this world depended upon the most. Those green crops would be spread on acres of land presenting nature’s wonderful spectacle. As she was growing up research and technology was also booming. Scientific evolution lead to the development of chemicals and pesticides that promised to benefit the crop and increase the production. But these chemicals also posed a great threat to environment and human life. The use of chemicals was growing rapidly, affecting the quality of land. It did improve production and protected crops from harmful pests but at the same time it became the reason for the demise of someone who was whole world to her – her father. As soon as she learnt about this devious silent killer lurking on every crop and threatening the future of nature, Vritti’s determination to do something about it took a toll.
There was only one way she could confront this serious threat to the environment and life. Soon after completing high school she went to pursue degree in home sciences. During her studies she learnt in depth about the tremendously increasing use of chemicals & Indian Rural Life. A shocking revelation occurred when she learnt that everything from the food we eat to the clothes we wear was injected with hazardous chemicals.
A farmer’s daughter, who had experienced personal loss first hand knew she had a responsibility towards life and nature. But how? She had no clue, yet. She had a unique eye for fashion trends and was always intrigued on how the clothing industry worked. What was it that made the apparel companies so ahead of time and how did they create a completely new style that would go on to become a fashion trend? Her heart lied in the fashion industry and soon after her graduation Vritti decided to enroll herself in the school of fashion and technology where she learnt about apparel production and merchandising management.
The more she knew about fashion the more she was intrigued. Her life was shaping into a meaningful one as she grabbed job opportunities with top fashion brands. Hopping from one brand to the other she made sure that her each choice and experience made her more skilled at what she was doing. Step by step she was gaining the insights of the marketplace. Managing projects, identifying requirements for Indian markets, working with design teams to develop new styles, organizing events and photo shoots were some of the many skills she excelled at.
After developing tremendous skills while working with top companies for nearly six years Vritti still found herself in a state of dissatisfaction. She was working in her dream field and was surrounded with opportunities that others only dreamt of. A longing sensation still crept inside her. She felt like she was going away from her roots, fading into the chaos of flashy brands. Why was she feeling this sensation of loss? What made her rethink what she was doing?
It was the same field that she loved which showed its most horrifying and ugly sight. During her job in the fashion industry she was exposed to the process of how clothes were made. And from that exact moment her heart ached to get out of the industry. What looks beautiful from the outside is horrible on the ground level. The amount of chemicals used during the cloth production, the amount of harmful dyes used to color the clothes brought that horrifying sight of her farm in front of her eyes. The clothes we wear carry huge amount of harmful chemicals similar to the crops in a field. When she lost her father she was determined to donate1 her share in saving the environment. But, as she saw herself standing in that production plant witnessing the clothes dipped in chemicals and the waste chemicals carelessly let out into clean water channels made her rethink what she was doing.
A good night’s sleep under the roof where one has grown up helps the mind to cleanse itself and allow the flow of new thoughts and new ideas. That day something amazing happened which would change her life forever. She had found the way to add her share to make this world a better place inspired by Indian Village Life.
The idea was simple yet effective. With her years of knowledge working in the fashion industry she knew how the fashion trends changed. Also, while working in the industry she had come across local artisans and weavers working in rural areas making hand crafted clothing which were highly sustainable and displayed beautiful designs. These artisans and weavers could be found in every part of India making different styles which showcased the taste of that particular region. Most of the artisans were women who learnt their traditional and old age techniques from their ancestors and were working hard to keep those traditions alive. She also noticed that most of these women artisans don’t receive the amount their product deserved. These hard working women came from a poor financial background but were highly skilled and used that skill to help the finances of their family. These people desperately needed a platform to showcase their talent.
There was just a need to connect these artisans with an organization who would not only give a global platform for their products but would also earn them what they truly deserved. Additionally, Vritti’s main aim was to bring the people lost in the flashy world through Indian Village Life, mainly the young generation migrating to cities, back to their roots by providing them with clothing made from pure, natural raw materials, made by hard working artisans, and helping them to stay in touch with the nature. Vritti’s longing and the sensation of dissatisfaction was now fading away and making her aim and her world clearer. A passionate enthusiast went on to found ‘Vritti Designs’ and took a first step towards using the earth to clothe the world.
Want to know more about Indian Village life and Indian rural Artisans please click https://vrittidesigns.com/blog-page/
Lets make this earth a better place to live.
Cheers !!
Team VDPL
