1. Tell us a bit about yourself.  

I  initially worked as a software engineer in a start-up based in Hyderabad. It took me a year and a half to figure that engineering was not my thing. I always fancied the idea of starting a fashion boutique but it wasn’t something I planned or repared for consciously. Once I decided I wanted to pursue a career in fashion, I went for it. I finished my post-graduation in Fashion Management from NIFT, and joined Decathlon Anubhava to understand the essence of retail.

2. How did you begin?

Founded in 2017, over a coffee table that was piled up with my wedding wardrobe. As an ode to multi-faceted women of contemporary India, #azhagi was born, to unveil the colors, patterns and textures that is so rich in Indian handloom.  

The idea began as a lifestyle requirement for intelligent, ambitious and driven women for their muse and exquisite experience of draping a saree. And the design direction originates from the most simple form and in everyday things. 

3. What is the story behind your brand name ?  

Azhagi translated from tamil means beautiful girl, #azhagi as a brand represents a traditional and yet contemporary style created out of passion with passionate people  to make handloom collection accessible for all!  

4. Why is design so important to you?   

To me, design is not about like or dislike. It’s about Passion, Emotion, Attachment. If there was no design there would be nothing to do, and nothing would progress or get better. The world would fall apart. A designer thinks about how everything fits together in harmony and that’s exactly what i personally focus on.

5. Your work space & artisans.  

My home is my workspace. All i need is a melody playlist, a laptop and an empty room to make it my workstation. I mostly work with artisans from rural areas. Although it’s not a conscious decision, they are all women karigars. 

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6. What are your displaying at the By Hand, From The Heart.  

We’re currently working two saree collections – cotton candy and an ethnic collection. These two themes will be very close to our heart and are my current favourite. Cotton candy is an impromptu collection. It was born out of a very sudden thought. Whereas the ethnic collection has so much thought process put into it and we’re very very excited to be launching these at the By Hand, From The Heart.

Meet the Maker @
27th edition:  By Hand From The Heart Makers Market
2 – 3 – August 2019 , Friday – Saturday | 10 a.m – 9 p.m
Hanu Reddy Residences, No. 41/19, Poes Garden, Chennai 600086, India.

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