Brimming with vitality, dynamism, and ingenuity, ITEEHA stands as a textile consulting firm that draws its inspiration from traditional folk arts, perfectly reflected in its name. With a foundation grounded in extensive experience within the textile sector, ITEEHA collaborates with over 200 highly skilled artisans, dedicated to the noble cause of revitalizing endangered folk art forms. Whether it be seeking design advice, bespoke creations, or a deeper immersion into the world of textile folk art, ITEEHA serves as the ultimate destination. The firm propounds its offerings through three distinct avenues – comprehensive textile design & advisory services, bespoke projects, and corporate workshops, individual workshops, and intensive workshops.
TVC Media Team had the privilege to talk to Ms Ritika Jhunjhunwala, Creative Head of ITEEHA Studio at Bharat Tex 2024.
Could you kindly provide a brief introduction about yourself and your brand?
Hi, I’m Ritika and I come from a textile background. I began my career by educating people about handmade textiles, Indian folk art, and culture. This led me to establish my brand, Iteeha, which means ‘according to traditions.’ We focus on working with 255 artisans from across India, training them to think creatively and innovate while staying true to their roots. Our goal is to showcase Indian craft and textiles globally. We specialise in block printing, aiming to revolutionise the craft and challenge traditional perceptions by creating unique, high-quality products. Our handmade, hand-painted, and handcrafted textiles emphasise the beauty and authenticity of artisanal work. We prioritise organic dyes and printing methods, introducing people to the benefits of sustainable practices. Our mission is to offer original, artisanal products that stand out in the market for their craftsmanship and quality.
When engaging in handcrafting, how do you manage production volume?
It’s a common misconception that large quantities are unattainable. By effective channelization, it is feasible to achieve a capacity of printing 5,000 metres daily in Block printing, which is exceptionally high. Scaling up is viable with the abundance of skilled craftsmen available. With the right approach, expanding to higher volumes is straightforward, despite potential technical challenges. Therefore, achieving significant scale-up is entirely achievable, given the proper execution.
What are your aspirations for expansion and what strategies do you have in mind?
Our goal is to expand and penetrate every market segment comprehensively.
Are you considering taking on investments?
No. We are self-funded and rely on the product’s inherent value to drive growth. I believe that a strong product will naturally attract opportunities for advancement.
How did you come across this exhibition, and what was your experience at Bharat Tex?
It was great to see such a wide array of offerings all under one roof. This initiative was truly marvellous, as it comprehensively covered every aspect of the apparel and textile industry. It’s rare to witness such inclusivity, catering to both smaller and larger vendors alike. It’s truly commendable to have everything from fibre to fabric, garment to textiles all showcased in one place within our own country. We hope to see more of such initiatives in the future. One suggestion I have is to introduce more handcrafted brands, especially highlighting artisans specialising in block printing and dyeing. Creating a dedicated pavilion for these artisans would not only showcase their talents but also provide them with valuable exposure to international buyers. This addition would enrich the overall exhibition experience.
